The paradoxical path towards the memorable guest experience: An investigation of the authentic guest experience at the Lake Avernus in Campi Flegrei

This paper examines the design of hospitality and tourism experiences staged for international tourists in the emerging Italian destination Campi Flegrei on the Bay of Naples. In particular, this case focuses on the paradox that Campi Flegrei (CF) hospitality providers around the Lake Avernus face when designing experiences for tourists. Hence, this research consists of a close investigation of a specific context and the touchpoints and cues that influence the experience design of selected stakeholders in CF. The research is explanatory (the case)
and exploratory (in perspective) and is supported by qualitative primary data collected with private stakeholders that are involved in staging experiences for international tourists that have visited CF and have been on a tour on the investigated path. The authors’ contribution is to highlight the role of private stakeholders in the conceptualisation of the guest experience in the context of a non-DMO governed destination.