Experience identification: connecting online engagement to offline loyalty

Purpose - This paper aims to examine the transformative role of experience identification in connecting online communities to offline experiences. This study also aims to understand if consumers in the pre-experience stage can identify with an experience and how this influences their subsequent evaluations, focusing on the impact of online community participation. Design/methodology/approach - A theoretical model, based on social identity theory, is tested using a two-study approach. Study 1 involves first-time cruisers in an online cruise community. Study 2 extends the findings to a broader range of travel experiences, including both first-time and repeat travelers. Findings - Results suggest that experiential consumers can identify with an experience in the pre-experience stage through two key community participation variables - experience imagination and emotional significance. Experience identification directly influences loyalty, which subsequently impacts word-of-mouth and satisfaction post-experience. Practical implications - Service providers should leverage forums, brand communities and social media platforms to enhance interactivity between experienced and first-time customers. Strategies are presented to foster user interaction and interconnectedness, boosting consumer satisfaction and loyalty and providing a competitive advantage from the outset of the customer journey. Originality/value - Despite the recognized importance of experiential consumption, the marketing literature has largely focused on the actual consumption experience, overlooking the pre-experience stage. This research highlights the critical role of the pre-experience stage, showing that the value of an experience begins before the service encounter and continues after it ends.