Marketing doświadczeń na przykładzie atrakcji turystycznej Brama Poznania ICHOT
Experience marketing on the example of Porta Posnania ICHOT tourist attraction

Summary/Abstract: The article presents the concept of experience marketing in the management of tourist attractions as well as the problem of perception and experience identification of tourists in the scientific literature. In order to identify the emotional components of the process of visitors’ interaction with a tourist attraction and to indicate tools which may contribute to the occurrence of positive and exceptional sensations during the whole tourist experience, individual in-depth and focused interviews have been conducted among the Porta Posnania ICHOT visitors. B. Schmitt’s modular approach has been applied in the study. Its results may be used to design activities taken by tourist attractions managers, which will contribute to creating the expected emotions and sensations, leaving positive memories, as well as ensuring that the needs of tourist attractions visitors are fully met.

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