This handbook offers a comprehensive and thorough inquiry into both customary and emergent issues of tourism experience and co-creation. Drawing together contributions from 83 authors from 28 countries with varied backgrounds and interdisciplinary interests, it highlights multiple representations and interpretations of the theme

Part 1: Tourism experience: theories, structure and frameworks 1. Conceptualizations of tourism experience. 2. A Systematic Review of The Tourism Experience Research From 2009 To 2018. 3. Key Drivers of Tourism Experience. 4. Typology of Tourism Experience. 5. Customer Experience in Tourism: An Overview. 6. The Role and Measurement of Emotions in Tourist Experiences. 7. The essence of memorable experience. 8. Service emplyees and customer experience. 9. Relationships between tourists' emotional experiences, perceived overall image, satisfaction, and loyalty. 10. Tourism and the experience economy: a critique? Part 2: Crafting Tourism Experiences. 11. Understanding the experience design process. 12. Experiential choice in tourism. 13. The service experiencescape. 14. Exploring image, perception and motivation in tourism experience. 15. Learning through extraordinary tourism experiences. 16. Resident Driven City Hospitality Design and Delivery. 17. Experiential Heritage Tourism Designing in United Arab Emirates. 18. Trends in Experience Design: Strategies for Attracting Millennials to Wineries in Victoria, Australia. 19. The Role of themes and stories in tourism experiences. 20. Understanding Performativity and Embodied Tourism Experiences in Animal-Based Tourism in the Arctic. 21. Experiential Dissonance. Part 3: Marketing Tourism Experiences. 22. Traditional versus Experiential Marketing in Tourism. 23. Marketing Approach to the Tourist Experience. 24. Experiential marketing for tourism destinations. 25. Relationship Marketing: A Consumer Experience Perspective. 26. Interpreting Relationships among Oktoberfest Tourists' Experiences and Perceived Value, Overall Satisfaction and Loyalty Behaviors for Better Marketing Strategy Decisions. 27. Delivering Quality and Memorable Tourism Experience. 28. Marketing gastronomic tourism experiences. 29. Managing Brand Experience and Reputation in the Hotel Business. 30. Managing Service Failure and Recoveries. 31. Dark Tourism: Negative Experiences as Part of Modern Tourism. Part 4: Technology enabled tourism experiences. 32. Sharing Economy and Tourism Experience. 33. An Exploration of Experiential Travel Behavior during Traveler Journey. 34. Co-Construction of the Tourist Experience via Social Networking Sites. 35. Technologies for Enhancing Wine Tourism Experience. 36. Pictures, Colors and Emotions: Shaping the UK's E-Tourism Experience. 37. Managing Tourist Experience through Social Media: Evidence from South Korea. 38. Virtual Reality, Augmented Reality and Tourism Experience. Part 5: Sustainable Tourism Experience. 39. Sustainable tourism and the visitor experience. 40. Rethinking Sustainable Tourism through Identity Decomposition: The Stratification of the Intensifying Factors of the Tourism Experience. 41. Developing Rural Tourism through Co-Creation of Sustainable Tourist Experiences. 42. Towards Green Loyalty: Driving From Green Experiential Quality, Green Emotional Attachment, Green Image, Green Switching Experience And Green Experiential Satisfaction. 43. Guest and Host Relation in Tourism Experience Building: Rising Issue of Sustainability. Part 6: Emerging Avenues of Tourism Experience And Co - Creation. 44. Co-Creation of Tourism Experiences: A Conceptual Framework. 45. Co-Creation of Tourism Experience through Service Dominant Logic. 46. Place-Based Business Models of Value Creation in Tourism: Case of the Albergo Diffuso. 47. Chinese Meaning of Face in Arctic Norway: Cultural Co-Creation for Tourist Experiences. 48. The Emotional Labor of the Co-Created Tourism Experience. 49. Tourism experience and destination competitiveness. 50. Senior Tourism and Customer Experience: Links and Opportunities. 51. Crisis Management and Tourism Experiences. 52. Conclusion: Some Reflections on Experiential Tourism Management and Marketing.