Testing the Presumed Effects of Service Performance, Theme, Personalization, and Multisensory Appeal on Quality of Structured Experiences Abstract We evaluated service quality and experience structuring performance on subjective quality of experience in Hawaii. Two trained teams of education tourists visited major attractions on three Hawaiian Islands. One team (four members) evaluated service quality and experience structuring performance at each of 23 attractions while the other team (14 members) independently completed measures of the quality of their experiences at each attraction. Two hundred forty-seven experience equality observations were collected. Service quality was evaluated using the SERVQUAL dimensions identified by Parasuraman, Zeithaml, and Berry and “experience industry” strategies identified by Pine and Gilmore. Quality of experience indicators included measures of prevalence of deep structured experience during the visit, perceived value of time invested, and delight with the experience. Results revealed a significant relation between service quality and the experience quality measures. The hypothesis that service quality performance interacts with experience structuring performance to affect experience quality was supported.