Dimensions of perceived pleasure in tourism services

Purpose The aim of this paper is to explore, what kind of pleasure is perceived by the consumers in tourism services. Design/methodology/approach Hedonic consumption and pleasure are introduced, and the concept of consumer value and its dimensions are discussed based on the recent research. The link between service experiences, experience value and value-in-use is outlined briefly. Prior research on “multi-sensation” as a concept is illustrated. Five qualitative case studies described in the Bachelor’s theses that were made in 2011 and 2012 are analysed. Findings The emerged dimensions of pleasure based on the customers’ event service experiences and judgments were classified into the four categories as follows: basic senses as well as emotional, social, and functional dimensions. Subsequently, the emerged dimensions of pleasure were categorized according to the four types of (product) pleasure, namely physio-pleasures (including basic senses); psycho-pleasures (including emotional and functional dimensions); socio-pleasures (including social dimensions); and ideo-pleasures (including dimensions of service meanings and personal value). Practical implications The practical implications for the tourism service providers indicate that the emerged four types of pleasure and their dimensions offer ideas for conceptualizing tourism services focusing on the customers’ perceived experience sand judgements. Originality/value The results offer ideas and tools for the marketing managers in tourism and organisations for planning and implementing tourism services based on pleasure