Tourism and hospitality marketing: Fantasy, feeling and fun

ArticleinInternational Journal of Contemporary Hospitality Management 18(6):482-495 · October 2006with474 Reads
DOI: 10.1108/09596110610681520
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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  • ... Therefore, based on significance level, the study hypothesis is confirmed. Williams et al. in their study under the title of hospital tourism marketing, envision, feeling and amusement concluded that the status of historical places, ancient works; residential facilities and creating marketing offices and informing are among effective factors in development of tourism industry 33 . Woodside and Sakai in their study under the title of evaluating performance of governmental tourism marketing plans provided 4 proposals for plans evaluation: ...
  • ... A research survey regarding workplaces found that when workers who use computers are performing a task, a greater perception of playfulness, challenge and control can help them focus on the activity and enter the flow state ( Ghani & Deshpande, 1994). Escapism occurs when participants become absorbed in an activity and create a new identity and environment for themselves ( Williams, 2006). When participants feel that they have temporarily extracted themselves from their original life during an activity, it means that they have escaped from their daily lives and become immersed in another world ( Keng & Ting, 2009). ...
  • ... Finally, the mid and bottom level variables, namely, customer participative behavior (CPB) (Thuy, 2015), willingness to co-create (WCC) (Heidenreich and Handrich, 2015), customer innovativeness (CI) ( Ennew and Binks, 1999;Morosan, 2015) and customer socialization (CS) (Wu, 2011) determine the level of customer participation in service innovation (Alam, 2006;Ordanini and Parasuraman, 2011;Abramovici et al. 2004;Matthing et al., 2004) in tourism and hospitality services (Victorino et al., 2005;Shaw et al., 2011). Williams (2006) suggested that the improvements in these variables improve the new service offerings and enhance the future co-creation intention to co-create along with service providers in similar innovative activities. The mid-level variables (customer participation in service innovation, participative behavior and customers' willingness to co-create) can only be improved by the bottom-level variables (consumer innovativeness and customer socialization) (Ranjan et al., 2013). ...
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