The main purpose of this chapter is to give an overview of how important experiential marketing is for quality in hospitality services. With this aim in mind, the chapter opens by defining service experience, setting the scene for service encounters and giving credit to the huge role service plays in the consumer experience. The chapter addresses the marked differences between service quality and service quality experience, and, second, how the latter better elicits delight, 'memoralia', engagement and loyalty. Finally, the chapter encompasses three case studies to exemplify, in the context of three different destinations, how hospitality services bring about quality experiences.

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