A Multirelational Approach for Understanding Consumer Experiences Within Tourism

Abstract

This article presents and discusses a conceptual understanding of consumer experiences as multirelational. Based on consumer research, tourism research, and the being-in-the-world ontology, we propose a multirelational approach using four core concepts wherein consumers are situated ontologically in and across (a) time, (b) context, (c) body, and (d) interaction. We explore and propose how this multirelational approach can be applied to research by discussing the conceptual and practical consequences of this approach for understanding tourists’ dynamic experiences and meaning. Consequently, the article presents an alternative approach that contributes to a broader understanding of consumer experience within tourism. This approach is illustrated with examples from consumer experiences in the arctic Svalbard.