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Experience Marketing And Tourism

Ilenia Bregoli

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Tourism is acknowledged to be highly experiential in nature, but despite these characteristics, in the tourism literature there are few articles that adopt the Service-Dominant logic (S-D logic) for studying tourism experiences. The aim of this paper is to apply the S-D logic to the case of Addiopizzo Travel, a Mafia-free project of responsible tourism set up in Sicily, Italy. Results show the role of Addiopizzo Travel as a central node of the network of firms involved in the project and the role that interactions among Addiopizzo Travel, stakeholders, and visitors have in the co-creation of tourists' experience.