Urban experiential tourism marketing

Abstract

Purpose-The theoretical framework of this study focuses on the trends towards experiential tourism and new communication channels in the tourist sector. The specific areas of action that are covered in this research work focus on: a definition of experiential tourism, an analysis of markets as a resource of experiential tourism and communication strategies and the use of social media by the markets of Madrid to interact with the new experiential consumer. Design/methodology/approach-This paper is arranged as follows: first, a review of the documents on new tourist sector trends towards the demand of experiential tourism, on marketing 2.0 and on social media has been carried out; second, communication strategies of the food markets seen as tourist resources are described herein, including results of the research in the use of social media; and finally, conclusions of the study are developed. Findings-According to the conceptual approach and after reviewing the documents cited in this paper, it is possible to conclude that food markets are tourist resources that shall be exploited as "experiential providers" for a market niche that is increasingly demanding and expects to have a "tourist experience". The present paper contributes to the literature on experiential tourism, including new communication strategies as a tool to contact experiential tourists. Accordingly, an analysis is carried out of a specific product/resource, such as the food markets of Madrid as resources or experiential leisure centers, and a study on product strategies (offer of experiences) and communication strategies on their experiential tourism offer fundamentally based on social media and websites. Research limitations/implications-Although this work represents an in-depth study of the food markets analyzed, the research could be extended to other markets or to other cities that are also working with markets as experiential tourism resources, though not in a structured design as in Madrid. Practical implications-This work is different from previous studies for several reasons. In the first place, food markets are integrated as elements for the study of experiential tourism as tourist resources, and second, commercial interaction and other types of productive activities in urban centers are considered. In particular, social relations and collaboration between small retailers in markets, their managers and the institutions responsible for tourism management in the city of Madrid are barely analyzed in the literature. This includes the collaboration between public (Madrid City Council), cultural and business institutions (Madrid Fusi on and Gastrofestival), hospitality and other businesses (established in the food markets) to promote cultural experiences and historic tourism. Social implications-The performed study has several implications for employers and policymakers. As historical, cultural and experiential tourism are growing trends throughout the world, new tourist consumer profiles must be analyzed. There are new groups of tourists looki...

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