Experiential Tourism and Experiential Marketing
With Pine and Gilmores (1999) claim of the arrival of the experience economy era, the studies of experience in a variety of contexts and settings arouse peoples interests.Tourism sector is no exception.Research on the experiential aspects of tourism offering is becoming an area of growing interest amongst tourism scholars.This study aims to provide a thorough and deep understanding of the nature of experience, particularly in the context of tourism, and to determine whether an experience can be truly marketed by a destination management organization or tourism service operator through experiential marketing as well as to find out how experiential marketing can be fulfilled in tourism.The study draws from a systematic literature review and critical analysis of the existing experiential studies in the fields of leisure, marketing and tourism.The findings of this study reveal that with respect to its key elements, experience often consists of sensory, emotional, cognitive, pragmatic, lifestyle, social constructs (Schmitt, 1999), as well as other crucial elements such as memory (Pine & Gilmore, 1998), spirituality (OSullivan & Spangler, 1998), and flow (Csikszentmihalyi, 1975).Additionally, given evidence of that visitors personality and emotion are instrumental of experiential marketing purpose, it is no doubt that a destination management organization or tourism service operator can truly market an experience.Finally, in the context of tourism, experiential marketing can be realized through a variety of strategies including novel interpretation (Beeho & Prentice, 1997), experience-driven innovations (Gentile, Spiller & Noci, 2007), customer relationship management, communication channel management (King, 2002) and aesthetic experience enhancement (Schmitt & Simonson, 1997).Regarding the implications of this study, destination management officers and tourism service operators may incorporate aforementioned experiential constructs and strategies into their marketing campaigns to better accommodate and satisfy tourists experiential needs.
experience economy experiential tourism experiential marketing strategy destination management
Hoffer M.Lee Stephen L.J.Smith
Faculty of Hospitality and Tourism Management, Macau University of Science and Technology,Macau SAR, Department of Recreation and Leisure Studies, University of Waterloo, Waterloo, N2L 3G1, Canada
国际会议
2013 International Conference on Strategic Management(2013年战略管理国际会议)
成都
英文
780-788
2013-12-15（万方平台首次上网日期，不代表论文的发表时间）