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AbstractThis article contributes to different research traditions when proposes to reflect on theoretical fields, such as consumer culture and contemporary marketing. The study in a tourist and ecological conservation project revealed eco‐restricted extraordinary experiences. We found a group of volunteers that build meanings and practices connected with new actions and habits that offer, not only ecological and sustainable benefits, but new value consumption relations. In contextualizing our findings, we highlight experiences and curiosities that are glossed over in academic and practical accounts that celebrate the extraordinary experience. It was observed, by analyzing data from various qualitative techniques, that the findings cross borders of mundane ingrained practices and bring an emerging domain, where both, consumption and anti‐consumption experiences, offer insights into to a diversity of areas of knowledge.

AbstractExpertise provides numerous benefits. Experts process information more efficiently, remember information better, and often make better decisions. Consumers pursue expertise in domains they love and chase experiences that make them feel something. Yet, might becoming an expert carry a cost for these very feelings? Across more than 700,000 consumers and 6 million observations, developing expertise in a hedonic domain predicts consumers becoming more emotionally numb—that is, having less intense emotion in response to their experiences. This numbness occurs across a range of domains—movies, photography, wine, and beer—and across diverse measures of emotion and expertise. It occurs in cross-sectional real-world data with certified experts, and in longitudinal real-world data that follows consumers over time and traces their emotional trajectories as they accrue expertise. Furthermore, this numbness can be explained by the cognitive structure experts develop and apply within a domain. Experimentally inducing cognitive structure led novice consumers to experience greater numbness. However, shifting experts away from using their cognitive structure restored their experience of emotion. Thus, although consumers actively pursue expertise in domains that bring them pleasure, the present work is the first to show that this pursuit can come with a hedonic cost.

The market "Las Manuelas" located in the canton Duran, Guayas province is the subject of this research, this market is new in its location, has a modern infrastructure design, but there is a paradigm about the municipal markets maintain poor hygiene, lower than supermarkets and this condition affects the experience of customers and consumers. This research aims to determine the association between the cleanliness of the "Las Manuelas" market and the experience of its consumers. Survey technique was applied for data collection and the Somers coefficient was used for statistical analysis through the SPSS 22.00 program. The results indicated that there is an association between the two study variables. Through the analysis of the contingency table, 37.5 % of the consumers motivated their purchase by the observed cleanliness; they qualified the experience of their purchase as regular. The market "Las Manuelas" could take awareness measures to promote an optimal hygiene culture to improve the experience of its consumers, 48.1% of them choose to buy in the market for the convenience in prices and 19.4% for the variety of products. In view of the growth of supermarkets in the country, isolating the cleaning factor as a purchasing decision could put this supply centre identified as a cultural symbol at risk.

AbstractThis paper presents and discusses how consumers are transformed in and out of immersion during extraordinary, long‐lasting wilderness canoeing experiences. Based on a hermeneutic multi‐phase empirical approach, we show how extraordinary experiences can be dynamic, multifaceted, and emergent. The positive connotations of prior research are questioned as we find that consumers face various paradoxes and ambiguities throughout the various consumption phases. While a major part of research today focuses on the co‐creation efforts of consumers when they combine various on‐site resource of experiencescapes, our findings point to the importance of understanding consumer resources. The distinction held between the ordinary and the extraordinary does not hold within the present context, and we discuss how role conflicts may influence transformation and immersion during consumption of experiences.

"The transition from mass tourism to niche tourism has been a slow process. It is clear that mass tourism can damage local culture, authenticity, and resources, and niche tourism is considerably important for the future of tourism companies and destination managers. Thus, it is essential for tourism companies and destination managers to be proactive and adapt to market changes and challenges to hold a stronger position in the business environment in the future.Exploring Niche Tourism Business Models, Marketing, and Consumer Experience provides relevant theoretical and empirical research findings, an innovative and multifaceted perspective of the niche tourist experience, and an understanding of how companies adopt business models based on sustainable paradigms and innovative technologies as a way to create value. Covering topics such as business models, rural tourism, and visitor experience, this premier reference source is an essential resource for marketing managers, product developers, niche tourism executives, marketing and tourism students, business professionals, researchers, and academicians."--