MAEXTUR. Tourist Experience Analysis & Methodology. Quantitative and Qualitative Focus / SPAIN



MAEXTUR creates a systematic analysis to identify the DNA of a tourist experience (sensations, feelings, thoughts, actions, relationships) in the context of tourism services and destinations.

It was developed jointly with the Experiential Traveler Cluster and with the support of SEGITTUR, a body attached to the Ministry of Industry, Energy and Tourism reporting to the National Department of Tourism which is responsible for promoting innovation (RDI) in the Spanish tourism industry.

  • The methodology definesan analytical process based around the four components of the tourist experience: brand, product, container and context.
  • A complete set of indicators complete the methodology.

It has been applied to different projects and marketing tourism products in order to create memorable traveler experiences