Exploring visitor experience at a mountain attraction: The Nordkette mountain in Tirol, Austria

The study explores visitor experience while visiting a mountain attraction in the Alpine region of Tirol, Austria, through participant observations, informal conversations, and photography. A grounded theory approach was adopted to uncover the meaning of visitors’ overall experience and deduct a possible theory that may contribute to a better understanding of visitor experiences at mountain attractions. The data collected from 600 subjects at the attraction’s four stopovers concluded that the visiting experience was a process that involved a blend of events composed of material and human elements. Guest experiences were also practiced on a passive–active continuum, where some of the experiential consumption activities were focused beyond the mountain itself, primarily viewing the landscape and photography. The study affirms the importance of participant observation as a methodological tool to study visitors at a tourist attraction, discusses implications for management, and offers recommendations for enhancing the overall guest experience