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.
"In contrast, passively participative experiences (PPEs)—that is, entertainment and esthetics—reflect that tourists play the role of mere receivers of a mental presence as it were, and do not directly affect the performance, such that they attend to (i.e., entertainment) or are influenced by (i.e., esthetics) the offerings of the environment that appeal to their senses (Mehmetoglu and Engen 2011; Oh et al. 2007; Pine and Gilmore 1998, 1999; Williams 2006). Pizam and Fleischer (2005) suggested that tourists' participation in active activities, such as hunting and rafting, requires sporting skills and energy. "
Service Business 08/2015; DOI:10.1007/s11628-015-0292-z · 1.00 Impact Factor
"Experiential marketing and celebrity-themed aircraft campaigns Despite the popularity of the experiential marketing strategy, this practice has been largely overlooked by the airline industry (Williams, 2006; Bel and Jordan, 2005; Zehrer, 2009). Now airlines increasingly differentiate themselves in the perceptions of consumers through adopting experiential marketing (Airport Focus, 2013). "
[Show abstract][Hide abstract] ABSTRACT: Abstract
Purpose – Celebrity-themed aircraft campaigns have become a popular tactic that airlines adopt as
part of their experiential marketing efforts. The campaign aims at differentiating their airline from
competitors through delivering and/or reforming consumers’ flying experience. The paper aims to
discuss this issue.
Design/methodology/approach – Based on data collected from Taiwan, this study investigated the
influence of four antecedents – attitude toward celebrity-themed aircrafts, subjective norms, perceived
behavioral control and celebrity worship − on purchase intention.
Findings – The results revealed significant positive relationships between all four antecedents
and purchase intention. Furthermore, celebrity worship changed the relationships between attitude,
subjective norms, as well as perceived behavioral control and intentions.
Originality/value – This study investigates the potential role of marketing program of airlines with a
fictional celebrity-themed aircraft that offer immersive flying experience to consumers. The experience
starts on the outside where consumers can see the aircraft painted with celebrity-themed livery, and on
the inside where the consumers get to experience many celebrity-related products, services, and spirit.
According to the results, airlines can influence consumer purchase intention of the airlines services
by offering consumers more celebrity related services, including celebrity-themed aircraft, customized
products, and limited-amount souvenirs for their patronage. The results also demonstrate that
celebrity worship has a significantly moderating effect on consumers’ perception on purchase
intention. The results can vary depending on the intensity of celebrity worship.
Journal of Service Theory and Practice 01/2015; DOI:10.1108/JSTP-03-2014-0057 · 0.98 Impact Factor
"Like it is defined by Yuan and Wu (2008) and Schmitt (1999), AR usage can be seen as a way to create experiences that are not exclusively focused on the product's/service's commercialization, but also on experiences created for customers. Experiences' marketing importance goes through the capacity to create value towards the final consumer (Pine and Gilmore, 1998), forcing companies to become externally competitive (Prahalad and Ramaswamy, 2000), as it can also motivate clients having quicker and positive buying decisions (Williams, 2006). Towards a better understanding of this thematic, numerous quantitative studies were studied, namely by Chou (2009), Yuan and Wu (2008), who ended up demonstrating that experimental value can be translated into customers' satisfaction. "
[Show abstract][Hide abstract] ABSTRACT: This paper aims to study the influence of Information Technologies on the competitiveness of companies/supply chains. That is, it intends to analyse if the adoption of Information Technologies contributes to improve costs, time and customer service. To attain this objective a case study and content analysis methodology is used. Results indicate that there is a positive relation between the adoption of technologies, namely RFID, A.R. and the competitiveness of companies/supply chains. By the use of these technologies it is possible to improve several processes across the supply chain, as well as the reduction of costs related to labor, improvement in inventories and management of transport channels as well as an improvement on customer service. The improvement of these indicators has as consequence a gain in competitiveness allowing the companies to respond to the market needs in a differentiated way increasing by this way the customers’ satisfaction. As the information technologies have been considered very important for businesses it is crucial to improve our understanding on the main advantages associates with them and their contribution for competitiveness improvement of companies and supply chains, so this paper represents an important contribution for academics and professionals in this field.
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