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.