Imagineering Principles

Imagineering is still immature in the field of experience design in tourism. There is not one theory that is commonly accepted. Some aspects crystallized: Imagineering is a holistic concept for a touristic offer that should be represented at every touch point with all stakeholders. This includes how the offer and the provider are displayed on the internet, which became the most important mean of first contact between tourist and provider. The WWW is especially important for inspiration and information search during the pre-purchase phase. Positive virtual experience is very likely to have a positive impact on the buying decision. Consequently, an Imagineering concept has to include the virtual environment as projection screen to perform on. Here, principles of Imagineering are extracted that are suitable for a virtual environment. Ways are shown to transfer them to touristic websites. Additionally, does the implementation of the findings enhance virtual experience and does it have a positive impact on the decision making and purchase of the product? Research was done in form of literature review and an online chat interview with experts of touristic website design.