Nur Izwani Abdul Aziz, Fatimah Hassan & Mastura Jaafar
Throughout the course of any tour, the tourist invariably accrues a range of experiences. Such experiences constitute a perpetual flow of thoughts and feelings that occur during moments of consciousness. The outcome of an experience depends on how an individual, in a specific mood and state of mind, reacts to his or her interactions with the destination. Therefore, tourism service providers must know how a destination enhances the experiences of a tourist, thereby leaving a positive impression and encouraging consumption of all that a destination has to offer. This study used Schmitt’s (1999) experiential modules to elucidate attractions in Kampung Beng, Lenggong, a well-known homestay destination in the state of Perak, Malaysia. Based on a qualitative analysis of the experiences of tourists, we found them amenable to Schmitt’s (1999) classification of experience which includes sensory experiences (sensing), emotional experiences (feeling), thinking experiences (thought), operational experiences (action), and related experiences (belonging). Our findings indicate that Kampung Beng has the potential to become a prestigious tourist attraction, given enough investment, as its natural resources and value-added elements can produce memorable tourist experiences, thereby motivating tourists to return.
Key words: Tourist experience, homestay, traditional rural settlement, experiential modules