Tourism and hospitality marketing: fantasy, feeling and fun
ABSTRACT Purpose – Experiential marketing is arguably marketing's most contemporary orientation, but as with many marketing innovations it has been largely overlooked by those involved in tourism and hospitality marketing and promotion. Whilst in many industries companies have moved away from traditional features and benefits approaches, to putting experiential marketing centre-stage, marketing in the tourism and hospitality sectors does not appear to have explicitly engaged the theoretical issues involved. This raises the question what, if anything, does experiential marketing have to offer marketers in the disciplines of tourism and hospitality? In this paper, I will seek to introduce the experiential marketing debate and demonstrate how the questions raised by the concept are critical to an understanding of marketing theory and research within the tourism and hospitality sectors. Design/methodology/approach – Following the authors previous publications which sought to investigate alternative paradigms for studying hospitality consumers, this research attempts to consider the practical applications of one such model. Findings – The tourism and hospitality sectors cannot be seen to be immune to fundamental changes in the orientation of marketing. Innovative experience design will become an increasingly important component of tourism and hospitality firms core capabilities. Those who go beyond service excellence, and market experientially will lead the creation of value in the sector. Originality/value – Provides a framework as to how organisations might usefully implement an experiential marketing strategy.
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ABSTRACT: The experiential outcomes of guestspsila hotel stay have been increasing recognized as important for planning and managing leisure services as well as for understanding guestspsila leisure behavior. Hence, understanding experiential outcomes for developing practicable marketing strategy is becoming an important issue. In this paper, the concept of experiential marketing which strategic experiential modules (SEMs) by B.H. Schmitt (1999) is utilized to understand key criteria of experiences perception in hot-spring hotel for providing hot-spring hotel managers with referable information, is proposed. To solve this issue involving vagueness of human judgment on critical experiences, an effective method of decision making trial and evaluation laboratory (DEMATEL) is proposed to segment key evaluation criteria for developing marketing strategy. In addition, an empirical study is presented to illustrate the application of the proposed method.Natural Computation, 2008. ICNC '08. Fourth International Conference on; 11/2008
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ABSTRACT: Over the last few decades, US travelers have taken an increasing number of trips to Asian countries. Considering the strong growth of the Asian tourism market and the consistent growth in numbers of US travelers to Asian countries, an examination of these travelers to identify meaningful market segments can benefit Asian destination marketers in developing better marketing strategies. This study aims to conduct a distinctive analysis for segmenting the US travelers to Asia market through empirical examination. The study data set, obtained from a Travel Activity and Motivation Survey, identified three lucrative segments: ProTravelers, Safety Conscious Travelers and Traditionalists. The study presents the distinctive characteristics of the three segments and discusses managerial recommendations.Asia Pacific Journal of Tourism Research 01/2009; 14(3):279-299. · 0.30 Impact Factor
Article: Perfect weddings abroad[Show abstract] [Hide abstract]
ABSTRACT: Approximately 16% of UK couples are currently married abroad. However, academic or practitioner focused research that explores the complex nature of a couple’s buying preferences or the development of innovative marketing strategies by businesses operating within the weddings abroad niche sector, is almost non-existent. This exploratory paper examines the role and relevance of marketing within the weddings abroad sector. The complex nature of customer needs in this high emotional and involvement experience, are identified and explored. A case study of Perfect Weddings Abroad Ltd highlights distinctive features and characteristics. Social networking and the use of home-workers, with a focus on reassurance and handholding are important tools used to develop relationships with customers. These tools and techniques help increase the tangibility of a weddings abroad package. Clusters of complementary services that are synergistic and provide sources of competitive advantage are identified and an agenda for future research is developed.Journal Of Vacation Marketing 01/2010; 16(3):249-262.