Contemporary consumers are increasingly seeking more experiences than products, and Pine and Gilmore (1998) have set out a vision for this new economic era - the experience economy- in which consumers look for affective memories, sensation and symbolism that combine to create a holistic and long-lasting personal experience. Within the tourism literature, it is widely accepted that tourism 'primarily sells a "staged" experience ... tourism's central productive activity [is] the creation of the touristic experience' (Sternberg, 1997. p. 952, 954). Tourism Australia, for example, has identified seven types of experiences that have the most potential to encourage international travellers to visit Australia and has based its international marketing on these, such as Aboriginal Australia, Outback Australia, or Food and Wine (Tourism Australia, 2011). Businesses as diverse as wine lasting centres, urban precincts and museums are rethinking their offerings to enl1ance the customer experience (Scott, Laws, & Boksberger, 2009). Hence, there is a need for managers of tourism businesses to consider how to design or develop their experiences to improve or increase customer value.