Abstract
With the emergence of experiential marketing, the positive customer experience has become fundamental to marketing, hospitality and tourism. However, positive experiences have not been defined. This study explores how the words often used to define positive experiences may actually prevent us from understanding them. The terms "memorable," "extraordinary," "special," and "peak" are particularly prevalent, but their meanings and characteristics are problematic and the nature of the experience to which they refer varies widely. In-depth interviews with tourists investigated the nature of their experiences and the perceptions that defined them in relation to the terms commonly used by researchers. Findings showed that 1) respondents associate different meanings with each term and 2) types of experiences might stand out in the minds of respondents for different reasons. This calls for a new approach for looking at tourists' experiences that emphasizes the multidimensional nature of experiences, as well as the importance of emotional aspects. Findings raise questions about the uninformed use of words by researchers and the limitations for understanding the nature of experience, which may be a consequence. To contribute to experiential marketing and understanding experiences, researchers must embrace individual's terms and acknowledge how defining terms shape outcomes.