The preceding discussions have suggested that the visitor experience is complex. As Volo (2009) has highlighted, its complexity is reflected in the difficulties to define the concept, identify and measure the components, as well as to define how visitor experience changes in keeping with the characteristics of the individual visitor. Many studies have examined the visitor experience from various perspectives. Ritchie and Hudson (2009) identify five major streams of tourism experience research: 1) the conceptualisation of tourism experience; 2) visitor experience, behaviour and decision making models; 3) methodologies related to approaches and procedures of examining experiences; 4) types of experiences; and 5) managerial concerns .Although there is an extensive and growing body of literature discussing the visitor experience, its essence and conceptual structure remains elusive (Jennings et al., 2009; Jurowski, 2009).Several attempts have been made to conceptualise the temporal nature of visitor experience and illustrate it into experiential phases (Clawson & Knetsch, 1963; Cutler & Carmichael, 2010; Knutson, Beck, Kim, & Cha, 2010; Yuan, 2009). These are analysed in a respective manner in the following section.