【正文】 viewed as an increased levelof personal involvement with the brand and(assumedly)translates into greater brand loyalty. Cognitive involvement reflects a consumer39。s interest in thinking(or learning more)about a product.. CET may increase the consumer39。s level of cognitive involvement by stimulating thinking about the brand and its production processes. Further, the positive wordofmouth munication stimulated by satisfied visitors may be deemed more credible than other paid forms of promotion. Lack of existing direct research attention To date,CET has received little attention in the marketing literature. Mitchell and Mitchell have evaluated the content of such tourism sites. Further, these same authors have evaluated the phenomenon in the food and beverage industries(Mitchell and Mitchell,2020),the nonprofit sector(Mitchell and Mitchell,2020b),and the overall economy(Mitchell et al.,2020).Mitchell and Mitchell(2020)have proposed a format for academics to evaluate local interest in such facilities in their local service areas. The topic is often included briefly in discussions of integrated marketing munications but has received limited direct research attention. Diversity of consumer experience tourism Consumer experience tourism represents a diverse group of tourist attractions. Axelrod and Brumberg profile over 288 factories throughout the USA that wele visitors. Similarly, Berger and Berger(1997)provide background information for about 1,000 free industrial tours(in more than 300 industries)that are open to the public. Product categories represented include: processed foods, distilled spirits, clothing, automobiles, television programming and movies, coins, paper products, electronics, furniture, motor homes, toys, sauces and spices, pottery and glassware, financial markets, tires and rubber, golf clubs, baseball bats, and teddy bears.(The American Automobile Association(AAA)includes the category ``industrial tours39。39。 in its Guidebooks.)Producers of consumer staples, such as food and beverages, provide a disproportionate number of tours. Of the 288 plant tours covered in Axelrodand Brumberg(1997),104(or 36 percent)are food and beverage producers. These nondurable goods are purchased frequently and challenge marketers to create longterm relationships with buyers to ensure market position. Tour providers recognize the possible improvements in buyer loyalty created when a consumer has an enjoyable experience witnessing the production process(Mitchell and Mitchell,2020).Arany and Hobson(1998)provide information on smaller, lesserknown museums that are considered part of CET given their focus on a product category or specific brand. Their book depicts available museums including the Mustard Museum, Barbie Hall of Fame, Goodyear World of Rubber collections, Juke Box Museum, and the Liquid Paper Museum. Currently, there are over 1,500 wineries in the USA, most of which provide wine tasting and tours for consumers. This is an additional part of CET for they showcase a winery, its offerings, and its production process. Further, the recent explosion in the number of smaller breweries and brew pubs seeks to capitalize on the consumer39。s interest in the manufacturing process and the “chicnes” of consuming onthespot made beverages. There are currently over 1,000 places offering the customer a beer made on the wine and beer producers provide experiences applicable to consumers of varying levels of product involvement. Krispy Kreme Doughnuts produces more than three million doughnuts a day in its 149 stores in 27 states. Each fullservice store is specially designed with a glass viewing area to showcase the production process and to provide “a multisensory experience for consumers.” Underlying interest in consumer experience tourism Many people think of manufacturing plant tours, pany museums