Measuring the components of visitor experience on a mountain attraction: the case of the Nordkette, Tyrol, Austria

Purpose Previous mountain tourism research addressed economic, environmental, social and political impacts. Because limited studies evaluated visitors’ perception of their experience, this study aims to examine the tangible and intangible visitor experience in a Tyrolean alpine tourist attraction. Design/methodology/approach The study adopted Klaus and Maklan’s (2012) customer experience model, suggesting that customers base their experience perception on the quality of product experience, outcome focus, moments of truth and peace-of-mind. Their model was used to validate the impact on overall customer experience quality at the mountain attraction through conducting a structured survey with 207 face-to-face interviews on-site. Findings The results of the confirmatory factor analysis did not confirm the four-dimensional structure, probably due to the differences between mountain tourism experience and the mortgage lending experience in the original study. Instead, principal component analysis suggested a different dimensional structure of components that were arbitrarily named as functional, social, comparative and normative aspects of the visitors’ experience. Research limitations/implications The results are based on a sample in a given period of time, using convenience sampling. While the sample size satisfied the data analysis requirements, confirmatory factor analysis would benefit from a larger sample size. Practical implications Consumer experience dimensions while visiting a mountain attraction may not be concrete or objective, and consequently may yield different types of attributes that influence behavior. Social implications The social exchange theory could explain relationships between visitors and service providers and their consequences. Attraction managers should increase benefits for visitors and service providers to enhance their relationships, and thus experience. Originality/value The study explored the applicability of an existing experiential consumption model in a mountain attraction context. The findings introduce a revised model that may be applicable in other tourist attractions.