Experiential Marketing and Long-Term Sales

Cuellar, Steven S.; Eyler, Robert; Fanti, Rich

doi:10.1080/10548408.2014.918925

Cited by 17 publications

(18 citation statements)

References 31 publications

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“…Applying the experience economy to destination marketing, tourism destinations are far beyond places; they are emotional experiences that are sold for the sensations, feelings and psychological benefits that they produce (Cuellar et al , 2015). Visiting tourist destinations, the tourists expect a personal and meaningful experience that would promote personal growth and self-actualization (Kirillova et al , 2017).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Despite its importance in present-day tourism (Kirillova et al , 2017; Cuellar et al , 2015; Wagner, 2015; Kim et al , 2012; Quadri-Felitti and Fiore, 2012), and its fundamental effect on tourists’ decision-making and their consumer behavior (Zhong et al , 2017; Kester, 2015; Loureiro, 2014; Mehmetoglu and Engen, 2011; Hudson and Ritchie, 2009), only a limited number of past studies has examined the relations between the experience economy and destination marketing (Lugosi and Walls, 2013). To extend the scope of the existing knowledge, the current study analyzes campaigns of marketing tourist destinations by using the theoretical framework of the strategic experiential modules, providing a novel understanding of the use of experience economy and experience marketing in destination marketing campaigns.…”

Section: Introductionmentioning

confidence: 99%

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It’s all about you: destination marketing campaigns in the experience economy era

Ketter¹

2018

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Purpose The experience economy is characterized by the consumers’ search for emotions and memorable experiences through consumption. While the experience economy has a fundamental effect on tourists’ decision-making and their consumer behavior, only a limited number of past studies have examined the relations between the experience economy and destination marketing campaigns. To extend the scope of the existing knowledge, this paper aims to explore the use of experience marketing in destination marketing campaigns. Design/methodology/approach The study conducts a qualitative case study analysis of six national tourism marketing campaigns, i.e. it examines the use of experience marketing in tourism campaigns and the use of the strategic experiential module as an analysis framework for destination marketing campaigns. Findings The findings reveal an influence of experience marketing on the examined marketing campaigns as destinations highlight the motifs of memorable experiences, engaging people’s senses and creating meaning. In accordance with the strategic experiential module, the campaigns analyzed shift the marketing focal point from the characteristics of the destination to the tourists’ experiences of sensing, feeling, thinking, acting and relating. Originality/value The conclusions of the study contribute both to scholars and practitioners, extending the present knowledge of the link between experience marketing and tourism marketing, illustrating the effect of experience marketing on destination marketing and shedding new light on the role of the experience economy and experience marketing in tourism marketing campaigns.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

It’s all about you: destination marketing campaigns in the experience economy era

Ketter¹

2018

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“…The four Ps are emblematic of the ‘make and sell’ approach to marketing that is consistent with the notion that businesses target their consumers for particular actions. The rise of more recently developed marketing concepts – such as experiential marketing (Cuellar et al, 2015; Schmitt, 1999), relationship marketing (Li and Petrick, 2008) and the fine-tuning of the marketing mix to include three additional Ps (Dacko, 2004; Hsu et al, 2008; Loo and Leung, 2018) – features attributes that surpass the composition of the four Ps. A ‘sense and respond’ approach to marketing that is consistent with these more recently developed concepts does not correspond with the one-sided nature of standard form contracts.…”

Section: Methodsmentioning

confidence: 99%

Terms and conditions apply: Fine print and the selling of tourism

Weaver

2018

Journal of Vacation Marketing

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The commodification of tourism includes the production and dissemination of words and images used to sell experiences. Tourism marketers use highly visible assurances that the experiences available are pleasurable, safe and convenient. These assurances are projected into a promotion-oriented front region. However, fine print terms and conditions – the rules that define the rights and obligations of tourism providers and consumers – occupy a back region that, in part, runs counter to the impressions fostered in the front region. Tourism marketing, it is argued, involves two mutually supportive domains that drive the sale of tourism: conspicuous (front region) words and images as well as inconspicuous (back region) fine print. A more comprehensive conceptualization of tourism marketing should consider the functions performed by the fine print. The four Ps typically associated with the marketing mix – product, price, promotion and place – are used for the purpose of organizing the analysis of the complexly crafted small type that is often hidden in plain sight but sometimes receives highly publicized scrutiny within a media-generated front region. Fine print terms and conditions (whether successfully obfuscated or the subject of a media expose) are responsible for creating a ‘stipulation surplus’, money earned or saved via the imposition of restrictions. The marketing of tourism involves the making of front region promises tempered by the imposition of back region parameters.

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“…Saat ini, citra merek suatu perusahaan adalah salah satu aset terpenting yang tidak hanya membentuk keunggulan kompetitif, tetapi juga membantu perusahaan tetap berada di benak pelanggannya dan menghasilkan loyalitas pelanggan kepada perusahaan (Deheshti et al, 2016). Saat ini, konsep experiential marketing telah diperkenalkan secara luas ke banyak industri, seperti olahraga, rekreasi, dan pariwisata (Cuellar et al, 2015), restoran (Pratminingsih et al, 2018), bisnis ritel (Rosadi et al, 2019), maskapai penerbangan (Alagoz & Ekici, 2014), layanan medis (Gheorghe et al, 2017), dan kedai kopi (Chang, 2020).…”

Section: Pendahuluanunclassified

Niat beli ulang mahasiswa terhadap kopi berkonsep coffee-to-go shop

Fibriyanti¹,

Hukama²

2021

JMM

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The competition for coffee shops in Indonesia is getting tighter, especially the coffee shop business with the coffee-to-go shop (take away) concept. The to-go coffee shop is a coffee shop that provides coffee drinks that are sold in packs that are ready to take (take away) so that they can be enjoyed in other places due to limited space. This study aims to analyze the effect of experiential marketing on repurchase intentions. The questionnaire in the study was distributed to 100 respondents with purposive sampling technique as a data collection technique. The findings in this study are that only the relate variable has a positive and significant effect on repurchase intention. Three other variables such as sensory, feel, and think have a positive but insignificant effect. While the act variable has a negative and insignificant effect. Thus, only a part of the experiential marketing dimension has an effect on the intention to repurchase students of the Faculty of Economics and Business, YARSI University.

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Experiential Marketing and Long-Term Sales

Cited by 17 publications

References 31 publications

It’s all about you: destination marketing campaigns in the experience economy era

It’s all about you: destination marketing campaigns in the experience economy era

Terms and conditions apply: Fine print and the selling of tourism

Niat beli ulang mahasiswa terhadap kopi berkonsep coffee-to-go shop

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