Marketing Experiencial en FITUR: Análisis de dos destinos competidores, Islas Canarias e Islas Baleares

Jano Jiménez Barreto; Sara Campo Martínez

doi:10.25145/j.pasos.2016.14.005

Autores/as

Jano Jiménez Barreto
Sara Campo Martínez

DOI:

https://doi.org/10.25145/j.pasos.2016.14.005

Palabras clave:

Marketing experiencial

Resumen

Se realiza un estudio exploratorio cualitativo y cuantitativo, desde el punto de vista del marketing experiencial, de la visita a los stands de dos destinos similares en cuanto a su oferta turística principal (las Islas Canarias y las Islas Baleares) en la Feria de Turismo Internacional (FITUR). Los resultados confirman que el marketing experiencial no es un área de gestión específica en la promoción de los destinos analizados, aunque las evidencias empíricas demuestran que existe una relación positiva y moderada entre la experiencia vivida en el stand (actividades emocionales e intelectuales desarrolladas dentro del stand) y la intención de visitar el destino.

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