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: Purpose – The purpose of this paper is to analyse visitor perceptions of the Lincoln Magna Carta exhibition, in the context of an experiential servicescape perspective. Design/methodology/approach – Data come from a questionnaire carried out with visitors to the Magna Carta exhibition in Lincoln Castle, UK. The approach was framed by the student as producer perspective, that is about re-engineering the relationship between academics and undergraduate students. Findings – It is found that three main problems exist in terms of the servicescape. These are guidance signage, the small, dark inauspicious surroundings of the exhibition itself and the level of visitor interactivity present. Research limitations/implications – This is only a small-scale project of one Magna Carta exhibition. Research with more visitors would help to further validate the findings and conclusions of this paper and also assist in other representations of the document in other sites. Practical implications – Suggestions are made for improvement to a number of experiential servicescape elements. These improved representations also need to be planned for adequately in the new staging of the document, when Lincoln Castle receives planned additional funds from the Heritage Lottery. Social implications – This paper draws attention to the fact that the Magna Carta is a shared part of a global cultural identity, where the marketing of the document represents a great privilege. Originality/value – In this paper, the experiential servicescape framework is used in an original way to critique aspects of the current exhibition and to propose new ideas for representing the Magna Carta. The paper is based on original data that makes a novel contribution to the debate regarding research and learning in higher education.Marketing Intelligence & Planning 09/2012; 30(6):653-665.
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ABSTRACT: Destination image influences tourist behavior before, during, and after travel, as it is an important instrument which contributes to tourists’ loyalty. Although Gartner (1993) advocates that the cognitive, affective, and conative dimensions of destination image are hierarchically interrelated, there is no empirical evidence to support the complete model. This study aims to test the hierarchical nature of the relationship between the dimensions of destination image. The results of structural equation modeling confirm Gartner's theoretical model, validating the theory that the influence of the cognitive component on the conative dimension is higher when mediated by the affective component, raising managerial implications.Journal of Travel & Tourism Marketing 01/2013; 30(5):471.
- edited by UA Editora, 02/2014; Kastenholz, E., Eusébio, C.; Figueiredo, E., Carneiro, MJ e J.Lima (coordenadores)., ISBN: ISBN: 978-972-789-395-9