“…Tourism activities are highly experiential taking place over an extended time period (Mannell & Iso-Ahola, 1987;Chang, 2018), which demands measurement both in real time and retrospectively for capturing the true nature of consumption. However, self-reported retrospective measures have the limitations because they 1) are biased by social desirability, availability heuristics, and mood while answering questions (Holtgraves, 2017;Nazlan, Tanford, & Montgomery, 2018);2) typically do not capture changes in affective dimensions of customer experience (Prayag, Hosany, Muskat, & Del Chiappa, 2017); and 3) do not reflect the whole spectrum of customer evaluations (Bianchi, 2016). Conversely, the experienced utility may be superior in 1) capturing the affective components of visitor experience, 2) eliminating the majority of self-report biases, 3) investigating the relationships between temporal components of visitor experience with different antecedents and outcomes, and 4) applying emerging multidisciplinary moment-based research techniques.…”