Åstrøm, Jonas Karlsen - In: International Journal of Culture, Tourism and … 11 (2017) 2, pp. 125-141
Purpose This study aims to investigate the factors that drive the tourist customer experience around theming. Theming … were found to be the most important drivers for the customer experience. Theming was less reliant on design and music … when designing themed experiences. Originality/value Theming has received little attention in the research literature. This …