Utilizing Sweepstakes to Promote International Tourism in Foreign Markets

Pinar, Musa; Beisel, John L.

doi:10.3727/1083542042781203

Cited by 1 publication

(2 citation statements)

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“…How particular markets are targeted a fundamental ingredient of the total marketing process (Belch & Belch, 2007;Chitty et al, 2005; was not discussed in any of the trade journal articles consulted for this article. The techniques used Fill, 2005;Pinar & Beisel, 2004). They can draw attention to products and services at the point of by the designers of sweepstakes to speak to the preferences of particular consumers may therefore sale.…”

Section: Ers Marketers Are Very Aware Of What Commandsmentioning

confidence: 99%

“…Others in-Sweepstakes are a major part of modern marketing activity (Belch & Belch, 2007;Chitty, clude coupons, mail-in rebates, free samples, and "buy-one-get-one-free" offers. Barker, & Shimp, 2005;Fill, 2005;Pinar & Beisel, 2004). They are temporary incentives aimed at in-Sweepstakes are usually part of a marketing strategy used to foster volume trade; they are com-fluencing purchasing behavior.…”

Section: Introductionmentioning

confidence: 98%

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Vacations as Sweepstake Prizes: Tourism in the Service of Selling

Weaver¹

2009

Tourism Review International

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Many sweepstakes feature vacations as prizes. Manufacturers of non-tourism products use such prizes to increase sales. This article draws upon the concept of theming and applies it to an exploratory study of sweepstakes and vacation prizes. Purposeful thematization is widespread, extending from shopping malls to large cruise ships to Las Vegas casinos. With respect to sweepstakes, theming invites consumers to make connections between the product that is for sale and the prize. Central to marketing is the presentation of goods in such a way as to create desire for commodities, and thus enlarge their markets. The pleasures of tourism are familiar to, and resonate with, a broad base of consumers. Through sweepstakes and vacation prizes, tourism-an activity linked to fantasy, escape, and "the extraordinary"-is used to foster the consumption of everyday, non-tourism products. An effort is made to link tourism's symbolic meanings, often absent from the rationalized flow of daily life, to these products. Allusions to tourism have therefore expanded into the realm of routine shopping and consumption. The main contribution of this work is to articulate a conceptual link between tourism-related sweepstake prizes and the frequently-purchased consumer goods they are used to promote.

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Section: Ers Marketers Are Very Aware Of What Commandsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 98%