What is Experience Marketing

The experience economy captivated the attention of academia and industry managers regarding how to engage and create memorable experiences for customers. The extensive literature developments in recent decades reinforced the need for a timely review of how the main concepts of the experiential marketing construct apply to the tourism industry. This study presents a narrative literature review to provide an overview in an attempt to find common ground, identify potential gaps, and provide suggestions for academia and tourism managers. The chapter provides value by discussing the key topics within marketing and tourism.