Experiential marketing and hyperreality in the field of cultural tourism[Marketing expérientiel et hyperréalité dans le domaine du tourisme culturel]

The hyperreal character of the heritage is strongly expressed through the diversity of postmodern museum forms. Drawing on the links existing between cultural tourism, the museum domain and the concept of hyperreality, this article mobilizes the experiential approach first to describe and emphasize the three phases of the tourism and cultural consumption experience (the pre-experience, the core of the experience and the post-experience). Then, it explores the strategies of producing a hyperreal tourist and cultural experience, describes this co-creative process, and situates digital mediation devices in it. Finally, it identifies different forms of specific hyperreal immersions depending on the nature of the tourist and cultural place, allowing to observe the effects of these strategies on the museum experience.