Given the experiential nature of the tourism and hospitality industry, creating unforgettable experiences for visitors is critical to business success (King, 2002; Oh, Fiore, & Jeoung, 2007).The discussion about consumption experiences in tourism emerged in the early 1960s in Clawson and Knetsch’s (1963) study of outdoor recreation, followed by Cohen’s (1979) original reference to the term tourist experience. Adapting Mittal et al.’s (1999) Consumption System Theory, Woodside and Dubelaar (2002) introduced their theory of the ’Tourism Consumption System’ (TCS) which is relevant to the tourism context. It attempts to achieve a deep understanding of the multiple immediate and downstream relationships amongst events that are experienced by a visitor prior to, during, and following a tourism trip. A set of related travel thoughts, decisions, and behaviours evolve along these stages when consuming tourism-related products. The central proposition of TCS theory is that the thoughts, decisions, and behaviours regarding one activity at one stage of tourism consumption experience, will influence the thoughts, decisions, and behaviours for activities occurring at other stages. In addition, visitor backgrounds (e.g. demographic and social) and destination service providers are included in Woodside and Dubelaar’s (2002) theory as the influential variables of visitor decisions and behaviours.