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.
- [Show abstract] [Hide abstract]
ABSTRACT: Active participating consumers are present as members at tourist attractions. This explorative case study aims to deepen the understanding of the consumer’s perspective of active membership by focusing on member motivations, relations, and roles at a tourist attraction. A marketing approach is applied that originated in the mutual relational benefits of memberships. Findings indicate that individual multiple member motivations and relations are reflected as different membership roles. Active committed members fill in the roles of supporters and advocates promoting the attraction as well as co‐producers performing volunteer work in the interface between visitors, fellow members and paid staff. Active members are present as one vital element in the tourist attraction system. It is of importance to academics and managers in the competitive tourism industry to understand not only what motivates consumers to become active members/volunteers but also what keeps them volunteering.Scandinavian Journal of Hospitality and Tourism 01/2010; 10(4):411-429. DOI:10.1080/15022250.2010.520858 · 0.63 Impact Factor
- International Journal of Contemporary Hospitality Management 05/2014; 26(4):629-652. DOI:10.1108/IJCHM-03-2013-0117 · 0.93 Impact Factor