1), who refers to vacations in the 21st century as ''Das gekaufte Paradies'' (the bought paradise), the tourism industry is increasingly subsuming the identity of an ''experience industry'', with tourists willing to pay tourism organizers to help find optimal experiences within the limited time available. Opaschowski (2001) suggests that tourists are looking for emotional stimuli they want to buy feelings and not products. They want to personally experience the immaterial qualities, seeking ambience, aesthetics and atmosphere, looking for an experience full of varying intimacies, intensities and complexities. Cultural tourism such as the trip to Bath
Since experiencing the 'other' is the great motivational factor in cultural heritage tourism, the search for unspoilt cultures inevitably becomes a natural choice because cultures unknown to or not yet experience by these seekers exist but constantly face the wipe out from modernization. The anxiety and eagerness intensifies that the chance to experience these cultures as pure as they are in the beginning can no longer be available if another day is let pass, so the increase to these areas will increase. Over the past years, trends in tourist demand and consumer behavior have revealed that tourists want to visit cultural and historical sites as well as to explore regions and landscapes as a whole.
Tourists select destinations not based only on climate, art and historical heritage, human landmarks and environmental activities, but also according to eno-gastronomic resources.
Tourist demands are increasingly shaping the gastronomic supply, meaning the potential of wine and gastronomic products has in Bath's national market and across. In many European countries, wine and gastronomic tourism seems complex and variegated, but also dynamic and rich in social, cultural and economic implications (Antonioli Corigliano, 1996a).
According to Wearing (2002, p. 243), the tourist in the 21st century is ''searching for new and exciting forms of travel in defiance of a mass-produced product'' yet without ''actually having to involve themselves in any way'', a reflection of increasing commodification and depersonalization within modern and post-modern society (Beck, 1999; Giddens, 1999; MacCannell, 1976). Commodification has changed tourism experiences in the 21st century from that of the traditional search for the totally unknown, the utmost challenging and dangerous to that of safety and comfort, to that of ''gaze'' but also embodiment beyond individual's onsite experience. With commodification, the cultural experience is no longer authentic (Birgit Trauer, 2006).
Authenticity is generally regarded as the highest importance for tourists interested in heritage (Moscardo & Pearce, 1986; Timothy & Boyd, 2003). A way to preserve such a goal is to facilitate the tourists to involve in exploring and searching by their own initiations without the need for interaction with any of the staffs. One of the challenges the managers face is the low degree of interaction with staff. As the visitor has a limited contact with staff, necessarily to make the visitors feel 'warm and exciting' (Schmenner, 1995) and this will involve detailed