Calling on Autohermeneutic Phenomenology to Delve Into the Deeper Levels of Experience

Abstract

Understanding customer experience remains the holy grail in marketing and tourism theory and practice. Although research techniques continue to evolve and improve, capturing the depths of what customers experience while they experience remains an arduous task let alone what its roots are. In response, this chapter sets out and illustrates an autohermeneutic phenomenological approach that taps into the deeper levels of experience to comprehend its extremities and processes. It places experience at the center of (self-)observation and thereby grants direct access to the entire “lifeworld” experience spectrum in its ultimate and purest form from the subject's perspective (be it a consumer, a customer or a tourist) and thereby rendering a first-hand view of the deeper levels of the pre-core-post journey of experience. This thought piece advances the methodological underpinnings of experience by offering a novel perspective to researchers and practitioners. This is brought by a supporting framework composed of five methodological guidelines to examine the multifaceted characteristics of experience, starting with its inception including its twists, turns and evolvements over time, pertaining to the viscerally intensive experience realms such as tourism.