Are Connected Fitness Machines the New Blue Ocean Marketing Strategy for Tourism Marketing (Red Ocean) or the Wellness Industry (Red Ocean)? An Exploration of Connected Signaling

Abstract

The question is centered around connected (Internet of Things) Fitness Machines which virtually transport the user of the machine to a destination (Spain, Italy, St. Lucia, Fiji, New Zealand to name a few) while the user is engaged in some form of fitness activity (running, walking, rowing, cycling, etc.). The intended idea or primary marketing message is that the user gets a ‘personal’ trainer to aid in their fitness journey while at the same time enjoying the ‘outdoors’ in the comfort of their home. The seemingly unintended consequence is that each ‘outdoor’ location is marketed uninterrupted for 15 to 30 minutes at least. This begs the question – will these connected machines encroach on traditional advertising expenditure for destination marketing? Can connected (internet of things) Fitness machines move two product categories from Red Ocean competitiveness to Blue Ocean Competitiveness? Does the signaling engagement positively affect customer choice/willingness to choose a destination?