Leveraging the experiencescape for destination attractiveness: empirical insights from casino resorts

Purpose: The experiencescape is a relatively new concept, and research using it remains scarce. This study contributes to the understanding of the experiencescape and its role in tourism consumption by constructing a novel conceptual model of the experiencescape elements of a casino resort visit and their effects on its attractiveness. Design/methodology/approach: Partial least squares structural equation modelling was employed, using data collected from 491 casino resort visitors in Macao, to establish a link between the experiencescape and visitors’ perceived overall attractiveness of the casino resort through the mediating effect of arousal. Findings: The findings establish the relationship between experiencescapes and the perceived overall attractiveness of integrated casino resorts through the mediating effect of arousal. Practical implications: Casino resort executives are advised to orchestrate various experience elements from the perspective of the experiencescape to trigger positive tourism experiences. Specifically, all factors related to tangible, gaming and non-gaming and social experiential stimuli need to be continually reviewed, improved and innovated. Originality/value: This study presents novel insights into the role of emotions in an integrated casino resort context. It identifies a set of strategies through which managers can increase the attractiveness of their resorts by stimulating customers’ emotions.