![De letters van het woord Experience staan in het zand](https://www.buas.nl/sites/default/files/styles/header_slider_default/public/2021-06/Leisure%20and%20Tourism%20Experiences%20-%20header.jpg?h=6f8e8448&itok=kpJ-zWEe) # Leisure and Tourism Experiences **Professor**: Marcel Bastiaansen PhD and professor **Research topic**: measurement and design of leisure and tourism experiences and their impacts [Contact ](mailto:Bastiaansen4.m@buas.nl) In our professorship, we aim to understand and measure leisure and tourism experiences and their impact on people. We develop theoretical models and novel research methodologies to determine when and how these experiences become memorable, meaningful, or even transformative. We measure (1) the impact that experiences have on thoughts and emotions as well as subsequent behaviour (e.g. revisits or recommendations), and (2) long-term experience impacts related to subjective well-being and quality of life. The professorship centres around BUas’ Experience Lab which hosts state-of-the-art tools for measuring and designing leisure and tourism experiences. Experience measurement tools are based on neuroscientific, psychophysiological, and experimental-psychological research methods, and include EEG, skin conductance, eye tracking, experience reconstruction, alongside more traditional quantitative and qualitative research methods. We focus, among other things, on developing indices of attentional and emotional engagement during experiences. Using wearable technology, measurements take place not just in the lab but also in the field, for example, during a rollercoaster ride, a visit to a museum, or while attending a sports or e-sports event. Measurements are mapped out over time and space using outdoor and indoor positioning systems, allowing for an objective, spatiotemporally fine-grained measurement of experiences, and their impact on people. Experience design tools include Virtual and Augmented Reality (VR and AR) and storytelling. This professorship is closely linked to the professorships of [Storytelling](https://www.buas.nl/en/research/professorships/storytelling) and [Digital Media Concepts](https://www.buas.nl/en/research/professorships/digital-media-concepts), and is part of the BUas-wide research theme of [Experience Research and Design](https://www.buas.nl/en/research/research-themes/experiences). The research team consists of, among others: - Marcel Bastiaansen (research director) - Ondrej Mitas (research co-director) - Wim Strijbosch (senior researcher) - Moji Shahvali (senior researcher) - Pieter de Rooij (senior researcher) - Adriaan van Liempt (senior researcher) - Carolina Jordao (PhD candidate) - Sake Jan Velthuis (PhD candidate) - Hans Revers (head of technical lab support; PhD candidate) - Sait Durgun (technical lab support; researcher) - Wilco Boode (technical lab support) - Sander Mazeland (research assistant) - Weronika Broda (research assistant) ![](https://www.buas.nl/sites/default/files/styles/max_325x325/public/Marcel-Bastiaansen400x600.jpg?h=735f7c84&itok=aFmA0HUI) ### Marcel Bastiaansen, PhD **Professor** [![](https://www.buas.nl/sites/default/files/2021-04/linkedin-icon-sm.png)](https://www.linkedin.com/in/marcelbastiaansen/) [![https://www.researchgate.net/lab/Breda-University-of-Applied-Sciences-Experience-Lab-Marcel-Bastiaansen](https://www.buas.nl/sites/default/files/2021-04/rg-icon-sm.png)](https://www.researchgate.net/lab/Breda-University-of-Applied-Sciences-Experience-Lab-Marcel-Bastiaansen) [Publications](https://pure.buas.nl/en/organisations/leisure-and-tourism-experiences) [Projects](https://pure.buas.nl/en/organisations/leisure-and-tourism-experiences/projects/) ## Featured Projects: Leisure and Tourism Experiences ![Drie voetballers](https://www.buas.nl/sites/default/files/styles/19_7_card_xl/public/2025-07/AR%20fan%20experiences.jpg?h=e3dd40f0&itok=OddL_Cf6) ### A closer look at fan experiences Augmented reality is becoming an increasingly popular leisure technology. This project investigates how it affects football fans’ emotional responses and enjoyment during matches. [ Read more ](https://www.buas.nl/en/research/professorships/leisure-and-tourism-experiences/a-closer-look-at-fan-experiences) ![Geanimeerde afbeelding van drie stellen aan een tafel](https://www.buas.nl/sites/default/files/styles/19_7_card_xl/public/2025-01/Connection%20Experiences.jpg?h=c319852f&itok=BQMboRkh) ### Connection Experiences Manipulating self-disclosure during a speed-dating event and predicting love and attraction from the body and the brain. [ Read more ](https://www.buas.nl/en/research/professorships/leisure-and-tourism-experiences/connection-experiences) ![Hersenen, een vraagteken en drie emoji's van een gezicht](https://www.buas.nl/sites/default/files/styles/19_7_card_xl/public/2025-01/Decoding%20emotions.png?h=129a7185&itok=D0jmxTqq) ### Decoding emotions from the brain Can we tell which emotion someone was experiencing, from looking at their brain activity*?* [ Read more ](https://www.buas.nl/en/research/professorships/leisure-and-tourism-experiences/decoding-emotions-from-the-brain) ![Een barista geeft een kopje koffie aan een meisje](https://www.buas.nl/sites/default/files/styles/19_7_card_xl/public/2024-03/Commercial%20friendship.jpg?h=1c9b88c9&itok=NsFJP9iq) ### Commercial friendship in Dutch cafés How do bartenders become friends with their guests? [ Read more ](https://www.buas.nl/en/research/professorships/leisure-and-tourism-experiences/commercial-friendship-in-dutch-cafes) ![Mensen bekijken een optreden met een augmented reality bril](https://www.buas.nl/sites/default/files/styles/19_7_card_xl/public/2024-03/Augmented%20reality.png?h=c673cd1c&itok=a8XKZXwx) ### Enhancing live entertainment with augmented reality Is it possible to enhance the experience of a live performance using augmented reality glasses? [ Read more ](https://www.buas.nl/en/research/professorships/leisure-and-tourism-experiences/enhancing-live-entertainment-with-augmented-reality) ![Een man en een vrouw zitten samen in een restaurant ](https://www.buas.nl/sites/default/files/styles/19_7_card_xl/public/2024-03/Measuring%20love%20from%20the%20body.jpg?h=36b5edc3&itok=zR3XlPlI) ### Measuring love from the body When meeting someone for the first time, will our bodies inform us when it’s the right match? [ Read more ](https://www.buas.nl/en/research/professorships/leisure-and-tourism-experiences/measuring-love-from-the-body) ![Veel mensen in een drukke stad](https://www.buas.nl/sites/default/files/styles/19_7_card_xl/public/Leisure%20-%20tourism%20crowding%201150x400.jpg?h=1b4a7972&itok=k-S4f0dD) ### Tourism crowding Is it possible to find the optimal tourism crowding level that keeps the experience quality high and allows for the maximum possible income? [ Read more ](https://www.buas.nl/en/research/professorships/leisure-and-tourism-experiences/the-optimal-level-of-tourism-crowding) ![Gillende mensen in een achtbaan](https://www.buas.nl/sites/default/files/styles/19_7_card_xl/public/Leisure%20-%20Measuring%20Emotions%20%26%20Experiences%20%20.jpg?h=d0986fac&itok=fiSdxYjP) ### Measuring Emotions and Experiences Do emotions tell us anything about how we remember an experience? And how well and precisely do we remember the emotions we are experiencing? [ Read more ](https://www.buas.nl/en/research/professorships/leisure-and-tourism-experiences/project-measuring-emotions-and-experiences) ![Mensen in een achtbaan dragen een VR-bril](https://www.buas.nl/sites/default/files/styles/19_7_card_xl/public/2024-07/vr_ride_pk_1.jpg?h=827069f2&itok=kVgmq6m9) ### Experiencing a VR roller coaster A study of how Virtual Reality headsets can improve the experiencing of existing roller coasters by boosting emotions. [ Read more ](https://www.buas.nl/en/research/professorships/leisure-and-tourism-experiences/project-experiencing-vr-roller-coaster) ![Een tafel waaraan mensen overleggen](https://www.buas.nl/sites/default/files/styles/19_7_card_xl/public/Strategic%20collaboration%20processes.png?h=bc523cae&itok=hNBg1ZIi) ### Strategic collaboration processes Micro-dynamics in strategic-level collaboration in the leisure industry. [ Read more ](https://www.buas.nl/en/research/professorships/leisure-and-tourism-experiences/project-strategic-collaboration-processes)