Evaluating theory of structured experience propositions: effects of service quality and experience industry techniques on quality of immediate leisure experiences

ABSTRACT

We tested two propositions of the Theory of Structured Experience: first, strategies used to structure experiences in the leisure industries elevate experience quality only when a threshold of service performance is met or exceeded; and second, positive relations exist among indicators of experience quality. Two teams of higher education tourists visited 23 attractions on three Hawaiian Islands. Immediately after each visit, team one (n = 4) judged the attractions based on service quality and experience structuring performance. Members of team two (n = 14) also reported the quality of their individual experiences after each visit by measuring the prevalence of deep structured experiences, perceived value of time invested, delight, and proclivity to promote the attraction. Linear mixed modeling examined the relation between the provider service evaluations (n = 23) and the quality of individual experiences indicators (n = 274). Results yielded support for the hypothesized interaction (threshold) effect and the hypothesized relations among the indicators of experience quality.

KEYWORDS:

• Service quality
• theory of structured experience
• experience industry
• experience

Disclosure statement

No potential conflict of interest was reported by the authors.

Notes on contributors

Gary Ellis is a professor and Bradberry Chair in the Department of Recreation, Park and Tourism Sciences. He holds joint position with Texas A&M University and Texas A&M AgriLife Research.

Andrew Lacanienta is a former doctoral student at Texas A&M and now an Assistant Professor at California Polytechnic State University in the Experience Industry Management Department.

Patti A. Freeman is a Professor in the Experience Design and Management Department and Associate Dean at Brigham Young University.

Brian J. Hill is a Professor in the Experience Design and Management Department and former department chair at Brigham Young University.

Additional information

Funding

This work was supported by Brigham Young University [Grant Number Mentoring Environment Grant from the Office of Res].