Exploring the drivers behind experience accumulation – The role of secondary experiences consumed through the eyes of social media influencers

Abstract

Despite consensus that tourists are increasingly experienced, and their desires and needs are changing, conceptual questions remain unresolved. This article expands the existing body of knowledge by providing insights into the dimensions of an experienced tourist. By treating the level of experience as an outcome rather than as an antecedent and giving a voice to the overlooked supply-side of tourism, this exploratory study contributes new findings to tourism scholarship. Findings are drawn from 15 semi-structured interviews with representatives from German and New Zealand destination management organisations. The findings challenge the previous narrow definition of an experienced tourist, which was based on only a few quantifiable factors. Specifically, the findings demonstrate that being classified as an experienced tourist is a complex, multidimensional and intertwined phenomenon based on eight dimensions that can be summarised as personal identifiers and external facilitators. The study highlights the importance of secondary experiences passively consumed through other people's eyes. It also sheds light onto the dual role of digital narratives as being both a tool for influencing tourists (sociological perspective) and for use by tourists to become influencers themselves (marketing perspective). Considering the growing importance of social influencers and the emergence of influencer marketing, this is a relevant finding with important implications for tourism practitioners and opens avenues for future research in other locations.