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Purpose. The aim of the article is to apply selected elements of the experience economy theory in the domain of tourism, with particular consideration of tour leader and tour guides services. The author's intention is to present the general theoretical outline of this conception, emphasize the specificity and particularity of tourist experiences, as well as to define the role of leaders and guides in creating them. In the second part of the article, the author discusses, in detail, the most important tools and the rules of conscious and purposeful staging of tourist experiences by leaders and guides (application aspect). Method. The article is based on a review of literature (Polish and foreign scientific publications), the results of the author's earlier research on tourist experiences, as well as his substantial professional experience (as a courier, course leader and examiner). Theoretical deliberations have been illustrated with the results of participant, covert and uncontrolled observation of several tourist events organised by a major Polish tour-operator. Findings. Based on the discussion, it can be concluded that: 1) tourist experience differs considerably from "ordinary" market experience, because it is, at the same time, the essence and the sense of travelling ; 2) the tour leaders' role should be, among others, care for the desired form of the trip participants' ultimate experience; 3) storytelling still remains the main tool for creating tourist experience; 4) staging tourist experiences is a kind of art, governed by specific rules. Research and conclusions limitations. Due to the theoretical nature of the deliberations and the limited range of the author's own studies, the theses presented in the article require empirical verification on a larger sample. The article may initiate a discussion on supplementing the theoretical basis of the tour leader's (guide's) instruments with selected elements of the experience economy conception, and may become an inspiration to undertake even more detailed research on conscious staging of tourist experiences by tour leaders and tour guides. Practical implications. The article presents a set of well-defined, detailed rules of effectively creating exceptional, unique tourist experiences. These recommendations should prove useful in the everyday work of tour leaders and guides. Originality. This article is the first publication in Polish or even among world literature on the subject, which presents an attempt to adapt elements of the experience economy theory to the issues of tour leader and tour guide work. Type of paper. The article presents both – theoretical concepts and empirical studies.

Purpose. Implementing the general theory of experience economy in the domain of tourism and attempting to answer the question whether the philosophy of tourism industry should be modified, placing the tourist's experience in the focus of attention. Method. Desk research – studies of foreign and Polish literature. Findings. Travel has always involved strong emotions. They were treated as a "side effect" of travelling rather than an important aim of tourism enterprise activity. The development of experience economy increased the demand for unique experiences and emotions, also in tourism. Feelings, excitement, mental satisfaction with a stay at a given place are becoming more important than the standard of tourism services. This statement leads to perceiving the tourist's experience as the foundation of the comprehensive tourist brand strategy, the aim and sense of a company's marketing activity. Adopting a new paradigm of tourism would require devising totally new methods and tools to professionally shape tourism products, strongly saturated with emotions. In order to turn an ordinary product to an extraordinary experience (Lasalle, Britton 2003), it is necessary to reorient thinking: tourist services package → tourist experience package. Research and conclusion limitations. The paper is based on the global conception of experience economy as well as many foreign and Polish publications. It can be assumed that the presented conclusions are true for all modern tourism markets. Practical implications. Apart from providing a theoretical foundation, the article also shows the benefits of focusing on unrepeatable tourist experiences and implementing experience marketing into the economic practice by tourism firms. Originality. The problems of experience economy are relatively new, both globally and in Poland. Although experience itself is not a new concept in tourism, the approach to it has changed – it has been placed in the focus of the tourism sector's attention, recommending concentration on consciously shaping tourism products which provide unique experiences. Type of paper. An article presenting theoretical conceptions.

One of the best known economic theories of the early 21st c. is Pine & Gilmore's of the experience economy (1999). This is nothing new for the tourism industry which has always been selling emotions, dreams and memories involving travel. Recently, however, it has become much more important to provide professionally (consciously and purposefully) prepared tourism products, strongly marked with emotion1. Efforts to create original experiences for tourists include not only various modifications of traditional tourism packages, but also a search for new recreation spaces and new forms of tourism. The aim of this article is to review new tourism-recreational areas (e.g. military areas, new churches, so-called 'destination centres', along with ordinary and extreme experience spaces), as well as new forms of travel and recreation (e.g. creative, event, sports, culinary or extreme tourism). The analysis includes those phenomena which above all are currently gaining in popularity as part of the tourist experience triad (WŁODARCZYK 2013).