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Appraisal of literature on customer experience in tourism sector: Review and framework

Lookup NU author(s): Dr Saurabh BhattacharyaORCiD



This is the authors' accepted manuscript of an article that has been published in its final definitive form by Routledge, 2016.

For re-use rights please refer to the publisher's terms and conditions.


A substantial body of literature has been built up in experience marketing. In spite of that there is no cohesive framework that has systematically examined antecedents, formation and implications of customer experience, or has classified different aspects of customer experiences. The purpose of this article is to derive an integrative review of published articles on consumer experience and its related topics. The study synthesizes the research on customer experience through two different but interrelated streams: (1) experience as a product attribute or a complete product and (2) consumer experience created due to customer interaction with the physical environment or people. This article develops a framework that corroborates literature related to (1) definitional aspects of customer experience, (2) formation of customer experience, (3) asserting consumer psychology in engaging in the creation of experience and its consumption and (4) the effects of customer experience. We first review available prior research and present the salient features of these articles and their findings. The research gaps are then identified and a set of propositions provided, followed by directions for future research. This article also identifies some methodological issues that are relevant in the context of individual level effect on customer experience.

Publication metadata

Author(s): Adhikari A, Bhattacharya S

Publication type: Article

Publication status: Published

Journal: Current Issues in Tourism

Year: 2016

Volume: 19

Issue: 4

Pages: 296-321

Online publication date: 12/10/2015

Acceptance date: 08/08/2015

Date deposited: 26/11/2018

ISSN (print): 1368-3500

ISSN (electronic): 1747-7603

Publisher: Routledge


DOI: 10.1080/13683500.2015.1082538


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