To incorporate the concept of tourist experience in the tourism marketing

The tourist experience, together with its implication in tourism marketing, is an interesting matter within the tourism subject,considering the importance of that concept in the strategic orientation of marketing and tourist (consumer) behavior. The experiential information in marketing promotional stimuli (push factors) and tourist attractions (pull factors) are important sources of tourist information in the scope of tourism marketing. Then, the marketing management will be more focused on the experience than in the product or service. Being the experience capable of being translated into an event subjectively felt, which had not taken place yet, which integrates tangible and intangible aspects, its recognition on the level of tourism marketing leads to this theoretical and empirical research, in the assumption that the tourist has a motive (experience expectation). The practical contribution of this current research will allow us to find out if the choice of a tourism destination and a tourism business establishment is based on the experiences that the tourists wish to realize and if that establishment invests correctly in marketing.