conceptualized experiential quality by four factors –immersion, surprise, participation and fun. Immersion is defined asthe involvement of consumers during consumption, which leadsthem to forget time and emphasize the consumption processinstead of consumption results. Surprise refers to the freshness,specialty, or uniqueness perceived. Participation pertains to theinteraction between consumers and the product (service), and funrelates to the happiness and enjoyment consumers receive. Theirresults reveal that experiential quality relates positively to satisfaction and satisfaction furthermore influences visitors’ behavioralintentions positively.