Permalink : http://hdl.handle.net/2115/83311

This study aimed to develop a basic theory of experience value marketing for tourism destinations. The theory consists of two parts. The first part is the creation of five axioms regarding the experience values and value consciousness of tourists staying at tourism destinations. These axioms are derived from standard theories in various academic fields related to experience values, such as marketing, tourism, psychology, cognitive science, neuroscience, philosophy, sociology and linguistics. The second part is the construction of comprehensive categories of tourist experiences (12 items) and value consciousness (21 items), which are the core elements of the five axioms. These categories are derived using a language-based categorization approach that captures the behaviors and positive emotions of tourists.