From Creation to Consumption: Understanding the Components of Memorable Tourism Experiences

Abstract

This bachelor’s thesis explores the multifaceted concept of customer experience (CX) within the tourism industry, integrating co-creation and social media to enrich understanding and practical applications. Drawing on the Total Customer Experience model (Godovykh & Tasci, 2020), the study explains the cognitive, affective, sensory, and conative dimensions of CX across pre-, during-, and post-consumption phases. The paper reviews existing literature on customer experience in tourism, utilizing bibliometric analysis to identify and synthesize relevant studies. Theoretical contributions lie in the incorporation of co-creation and social media dynamics into the TCX model, emphasizing their pivotal roles in shaping tourist behaviour and perceptions. Practical implications offer actionable strategies for tourism practitioners to enhance CX through collaborative co-creation processes, strategic social media engagement, and sensory-rich experiences.