This study examines the role of experiencescape in shaping tourism service experiences from a customer journey perspective. It explores how the physical environment, service interactions and emotional engagement influence customer behavior across pre-visit, core and post-visit stages. Additionally, it investigates the mediating role of experiencescape in value co-creation and its impact on customer citizenship behavior and memorability.
A quantitative research design was employed, using a structured survey administered to 278 tourists in Puerto Rico. Data were collected through a five-point Likert scale measuring experiencescape, value co-creation, customer citizenship behavior and memorability. Partial least squares structural equation modeling (PLS-SEM) was applied to analyze the conceptual framework and assess direct and indirect relationships between variables.
Results indicate that experiencescape significantly enhances value co-creation and directly influences customer engagement, satisfaction and memorability. Customer citizenship behavior reinforces positive post-visit experiences, strengthening destination loyalty and word-of-mouth recommendations. This study highlights the growing impact of digital transformation on modern travel behavior.
This study was limited to a single geographic context, which may affect the generalizability of the findings. Future research should explore experiencescape dynamics across diverse destinations and cultural settings.
Findings offer actionable insights for tourism marketers and service providers, emphasizing the integration of AI, digital platforms and personalized interactions to enhance customer satisfaction and engagement.
This study introduces a novel conceptual framework positioning experiencescape as a hybrid digital–physical ecosystem that shapes customer perceptions and engagement before, during and after travel, offering new insights into technology-driven tourism service design.
