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

Abstract

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.

Evaluating the effectiveness of tourist advertising to improve the competitiveness of destinations

“…Knowledge of the digital platforms coupled with the right strategies can help destinations and businesses build their competitiveness and use their marketing development resources more effectively (Salem and Twining-Ward, 2018). Destinations can create strong communication messages based on the traveler experiences instead of focusing the tourism marketing efforts on their physical attributes (Ketter, 2018). DMOs can use travelers’ memorable experiences and integrate them into the brand’s promise enhancing their attractiveness.…”

Experiential value influences authentic happiness and behavioural intention: lessons from Taiwan’s tourism accommodation sector

“…In the current experience economy, many tourists are looking for extraordinary and unforgettable experiences to make them feel different and to pursue positive feelings of pleasure (Zhong et al , 2017; Ketter, 2018). This new pattern of consumption has driven businesses to focus on the tourist experience and incorporate specific values into their products or services to inspire memorable and satisfying experiences (Oh et al , 2007).…”

Turizmde Deneyim Ekonomisi Uygulamaları

“…İnsanların çeşitli deneyim ihtiyaçlarını karşılayabilecek ekonominin yeni biçimi olan dördüncü dönem deneyim ekonomisi olarak adlandırılmaktadır (Pine ve Gilmore, 1998;1999). Deneyim ekonomisi, tüketicilerin tüketim yoluyla duygular ve unutulmaz deneyimler yaşama arayışlarıyla karakterize edilir (Ketter, 2018). Buna göre işletme yalnızca mal veya hizmet sağlamakla kalmayıp aynı zamanda müşterilere unutulmaz bir deneyim yaşatmaktadır.…”