Tourism experiences can be designed in a holistic manner to enhance experiences as perceived by individuals. This approach is expected to increase the likelihood of outcomes related to positive and memorable experiences, as well as hedonic and eudaimonic well-being. This perspective highlights the link between the external elements in the surrounding environments, i.e., the experiencescape (stimuli), and the internal factors (e.g., motivations, emotions) impacting individuals’ perception, behaviours, and well-being. Therefore, stimuli such as sensory elements, stories and themes can be used to purposefully direct individuals’ attention. Research opportunities around tourism experiences design are related to sustainability, well-being and technology, offering exciting opportunities for tourism and hospitality marketing and management.
