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 study is to investigate the role of new methods of mass communication (employing customer relationship management software and website) in the development of tourism industry in Iran. Design/methodology/approach - Data were collected from managers and experts of companies involving in tourism field in Iran through survey questionnaire. The SPSS 17 and LISREL 8 statistical programs were used for the data analysis. Findings - The results reveal that using customer relationship management (CRM) application is significantly correlated with the development of tourism industry. In addition, the findings indicated that using website has a positive and significant relationship with the development of tourism. Research limitations/implications - As this study is limited to Iran and given cultural differences among various nations cautions should be taken in generalizability of the obtained results. Also, to better clarify the role of mass communication methods, it is recommended similar study in other countries to be carry out in order to be able to compare the results. Originality/value - To the best of knowledge of the authors this is the first endeavor towards the survey of the relationship and the effects of CRM application and internet advertisement on the development of tourism in the context of Iran. Also, the results obtained could act as a good guidance for Iranian tourism policy makers to make more effective decisions.Industrial and Commercial Training 07/2014; 46(6):315-320.
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ABSTRACT: The purpose of this study was to explore the degrees of emphasis of consumers on various consumption factors during the process of residential refurbishment. This was accomplished through the verification of 601 samples by confirmatory factor analysis (CFA). The results showed that the overall fitness indicators for the degrees of emphasis of two types of consumer experience in residential refurbishment, one via a contractor and the other via a designer, as well as the reliability and validity indicators of various dimensions of the experience itself were all within a reasonable range. This indicates that the degrees of emphasis of the consumer experience as measured in this study are both reliable and accurate. The results of this study can serve as a reference for future researchers in this field and may also be useful for relevant industries in development of marketing strategies.African journal of business management 06/2012; · 1.11 Impact Factor
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ABSTRACT: The proliferation of Information and Communication Technologies (ICT) with particular emphasis on internet have been rapidly adapted to tourism, where new opportunities for design and marketing strategies for destinations are being explored in both physical and virtual environments. Furthermore, the process of designing strong brands and facilitating positive and memorable experiences are central activities concerning destinations aiming to become more competitive. Accordingly, Destinations Marketing Organizations (DMOs) are now exploring ICT and new forms of human interactions with a view to offer new opportunities for visitors to engage in the process of co-creating enhanced destination experiences in a technology-based environment. Considering that ICT both contribute to the process of designing innovative destination experiences and support enhanced individuals’ experiences before, during and after the trip, the purpose of this paper is to explore the role of ICT in the marketing and brand design of destination experiences.Journal of Spatial and Organizational Dynamics. 01/2014; II(3):201.