Well-designed experiencescapes are deemed a key factor in the marketing of tourist experiences aiming at positive tourists’ responses. However, this aspect has been underrepresented in empirical research focused on accommodation businesses. This study proposes the construct compelling accommodationscape and empirically tests a theoretical framework in a rural context through the lens of experiential marketing. The proposed construct is presented as the external stimuli that underlie an engaging context of the guest experience in lodging units, based on the idea that a holistic approach to stimuli can evoke interest and attention; and, subsequently, act as a driver to positive action. Apart from physical stimuli and staff performance, which have been the factors more commonly examined in services marketing, the construct compelling accommodationscape extends the servicescape approach by also addressing product-related factors, the existence of a theme and social interactions. Structural equation modelling applied to data from a survey administered in rural lodgings in Southwest Portugal supports that the five external factors underlie the proposed construct. In turn, compelling accommodationscape is positively related to tourists’ satisfaction and positive behavioural intentions. Theoretical and practical implications are provided for scholars and rural accommodation managers.

精心设计的体验景被认为是针对正面游客反应的旅游体验营销中的关键因素。但是，在针对住宿业的实证研究中，这方面的代表性不足。该研究提出了令人信服的住宿景观并通过体验式营销的视角对乡村背景下的理论框架进行了实证检验。提出的构造是作为外部刺激的基础，它是住宿单位客人体验引人入胜的基础，其基础是刺激的整体方法可以引起人们的关注和关注；并且随后成为积极行动的推动力。除了身体刺激和员工绩效（这些因素已成为服务营销中比较普遍检查的因素）之外，该结构还具有令人信服的住宿环境。通过解决与产品相关的因素，主题的存在和社交互动，扩展了servicescape方法。对葡萄牙西南部乡村住所进行的一项调查得出的数据采用的结构方程模型表明，这五个外部因素构成了拟议结构的基础。反过来，引人入胜的住宿景观与游客的满意度和积极的行为意图呈正相关。为学者和农村住宿管理者提供了理论和实践意义。