Destination Marketing Organizations (DMOs) are increasingly using experiential marketing on their websites to generate positive pre-travel online destination experiences (ODEs). However, little is known about the ODE construct and the effects of applying experiential marketing on destination websites on ODEs. A scale was developed and applied in a web-based experiment to measure ODEs and to enhance the understanding of the dimensionality of this construct. The travel inspiration phase was simulated and the ODEs of three experimental groups exposed to different websites of the destination Reunion Island were compared. The experiment was conducted with a representative sample of German internet users. Findings indicate that when surfing on a destination website in the inspiration phase, the users’ ODE is holistic and cannot be differentiated into theoretically relevant dimensions (e.g. sensory or affective). Moreover, the application of experiential marketing had a statistically significant, small effect on ODEs when adjusted for aspects of personal relevance. Yet, ODE differences between high and medium levels of experiential marketing were negligible. Accordingly, DMOs should realize that experiential marketing enhances ODEs, but beyond a certain level, additional complex multi-media elements do not necessarily further increase the experiential effect. For the important assessment of experiential user reactions, the developed ODE scale provides a first approach.

目的地营销组织 (DMO) 越来越多地在其网站上使用体验营销来产生积极的旅行前在线目的地体验 (ODE)。然而，我们对 ODE 结构以及在 ODE 上的目标网站上应用体验式营销的影响知之甚少。在基于网络的实验中开发并应用了一个量表，以测量 ODE 并增强对该构造维度的理解。模拟旅行灵感阶段，比较三个实验组在目的地留尼汪岛不同网站上的ODE。该实验是针对德国互联网用户的代表性样本进行的。调查结果表明，在灵感阶段在目标网站上冲浪时，用户的 ODE 是整体的，不能区分为理论上相关的维度（例如感官或情感）。此外，当针对个人相关性方面进行调整时，体验营销的应用对 ODE 的影响具有统计学意义，但影响很小。然而，高水平和中等水平的体验营销之间的 ODE 差异可以忽略不计。相应地，DMO 应该意识到体验营销增强了 ODE，但超过一定程度，额外的复杂多媒体元素不一定会进一步增加体验效果。对于体验用户反应的重要评估，开发的 ODE 量表提供了第一种方法。当根据个人相关性进行调整时，对 ODE 的影响很小。然而，高水平和中等水平的体验营销之间的 ODE 差异可以忽略不计。相应地，DMO 应该意识到体验营销增强了 ODE，但超过一定程度，额外的复杂多媒体元素不一定会进一步增加体验效果。对于体验用户反应的重要评估，开发的 ODE 量表提供了第一种方法。当根据个人相关性进行调整时，对 ODE 的影响很小。然而，高水平和中等水平的体验营销之间的 ODE 差异可以忽略不计。相应地，DMO 应该意识到体验营销增强了 ODE，但超过一定程度，额外的复杂多媒体元素不一定会进一步增加体验效果。对于体验用户反应的重要评估，开发的 ODE 量表提供了第一种方法。