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The Revisitalization of the Querença Market: Exploring the Visitor Experience

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Within the paradigm of the experience economy, the literature has recently focused on the importance of creating the conditions to provide individuals with positive, meaningful and memorable consumption experiences. The consumption experience model proposed by Pine and Gilmore, which is based on four dimensions –entertainment, aesthetics, education and escapism – has been operationalized and adapted in several settings. This study presents the results obtained from the analysis of participants’ experiences at the Querença Market, from the perspective of visitors. This initiative is part of a pilot project for territorial intervention – the Querença Project - which was implemented by nine young graduates in the region of Algarve, Portugal. Through a diversified offering of products and cultural and nature-related activities, based on the co-creation process with the local community, it was possible to revitalize the traditional village market, which became extinct 70 years ago. The results of the questionnaires presented to visitors of the market highlighted the multi-sensory nature of the event, which is related to the wide diversity of sensory stimuli associated with food, agricultural products and human interaction. Visitors described an overall positive and memorable experience, emphasizing the dimensions related to “aesthetics” and “entertainment.”

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  • Fernandes, Sara & Agapito, Dora & Mendes, Júlio, 2015. "The Revisitalization of the Querença Market: Exploring the Visitor Experience," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 3(3), pages 216-226.
    • Handle: RePEc:ris:jspord:0056
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    1. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    2. Gentile, Chiara & Spiller, Nicola & Noci, Giuliano, 2007. "How to Sustain the Customer Experience:: An Overview of Experience Components that Co-create Value With the Customer," European Management Journal, Elsevier, vol. 25(5), pages 395-410, October.
    3. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 132-140, September.
    4. Agapito, Dora & Valle, Patrícia & Mendes, Julio, 2012. "Sensory Marketing and Tourist Experiences," Spatial and Organizational Dynamics Discussion Papers 2012-5, CIEO-Research Centre for Spatial and Organizational Dynamics, University of Algarve.
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    More about this item

    Keywords

    Consumption Experience; Experience Economy; Rural Areas; Querença Market;
    All these keywords.

    JEL classification:

    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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