SCHOLARS WORLD - INTERNATIONAL REFEREED MULTIDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH Impact Factor: 4.433 Online ISSN: 2320-3145, Print ISSN: 2319-5789 www.irmjcr.scholarsworld.net editor@scholarsworld.net Volume V, Issue IV, October. 2017 [93] Understanding Customer Experiences in Destination Building: A Demographic Analysis of Kashmir Tourism Development Corporation Customers Prof. Neetu Andotra*, Dada Ab. Rouf Bhat** *Department of Commerce, University of Jammu, Jammu-180006 **Research Scholar, Department of Commerce, University of Jammu, Jammu-180006 Email: *neetu.bipan@rediffmail.com , **d.a.roufbhat@gmail.com Abstract To differentiate market offerings, companies are creating memorable experiences for each customers and stage for generating greater economic value, rather than simply making goods and delivering services. Providing a good experience is also important because it not only affects destination building but also customer satisfaction, delivers customer loyalty, influences expectations, instills confidence, supports the brand and also creates emotional bonds with customers or, conversely, leads to emotional scarring.The hotel industry is considered to be the most important branch of tourism and constant service design is considered vital for positioning, brand recognition, differentiation and destination building. The State of J&K, specifically Kashmir region has huge potential for attracting tourism and base for hotel industry. The focus of the present study has been on the service design of JKTDC hotels in Kashmir division of Jammu and Kashmir State from the perspective of customers. The present paper assesses the role of customer experiences in designing service mix of JKTDC. To find out the mean differences among different customers sub-divided into age, annual income, nationality, occupation, information sought on the dimension of five factors, Unvaried analysis of variance was applied. The study found insignificant mean difference among respondents categorized into various demographic variables. On the dimensions of privacy and loyalty, significant mean difference among respondents was observed. Keywords: Customer experience, Service-mix, Customer engagement; Loyalty; Privacy Introduction: In order to attract customers, achieve a competitive advantage and make a profit, companies are always exploring new and better ways to differentiate their market offerings (Prahalad and Ramaswamy, 2004). One such opportunity for differentiation is creating favorable prerequisites for attractive customer experiences through the design of the service environment. With advancement of technology and consumer selectivity, businesses are creating memorable experiences for each customers and stage for generating greater economic value, rather than simply making goods and delivering services. Several authors (Pine and Gilmore, 1998, 1999; Shaw and Ivens, 2002; Voss, 2003; Prahalad and Ramaswamy, 2004; Meyer and Schwager, 2007), have made the point that the customer experience may provide a new means of competition. Providing a good experience is also important because it affects customer satisfaction, delivers customer loyalty, influences expectations, instills confidence, supports the brand and also creates emotional bonds with customers or, conversely, leads to emotional scarring. Review of literature and hypothesis development: Customer experience (CE) indicates the sum of all the experiences a customer has with a supplier of goods or services over a period of time. It can be referred to as a journey which begins with the first dealing and endures through the entire link to make the customers feel joyful, content and justified with a logic of being respected, served and cared for in accordance with his/her own expectations or principles during one transaction or multiple transactions (Varma, 2012 and Choudhury et al., 2016). The literature