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

Authors

Jano Jiménez Barreto
Sara Campo Martínez

DOI:

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

Keywords:

experiential marketing

Abstract

The paper develops a qualitative and quantitative exploratory study, through experiential marketing perspective, to analyse the visitors’ experience from the stands of two destinations with a similar touristic offer (Canary Islands and Balearic Islands) in the International Tourism Trade (FITUR). The findings confirm that experiential marketing is not integrated as a specifically management area in destinations promotion, although the empirical evidence indicate that visitors experience (emotional and intellectual dimensions) was positively related to travel intention.

Downloads

Download data is not yet available.

References

Agapito, D.; Mendes, J.; Valle, P. y Almeida, H. 2014. “Un contributo do marketing sensorial para o experiência turística rural”. Pasos, 12(2): 325-340.

Arnould E.J.; Price L.L. y Zinkhan, G.L. 2002. Consumers. New York: McGraw-Hill/Richard D. Irwin.

Benjamin, W. 2003. La obra de arte en la época de su reproductibilidad técnica. México: Itaca.

Brakus, J.J.; Schmitt, B.H. y Zarantonello, L. 2009. “Brand Experiences: what is it? How is it measured? Does it affect loyalty?”, Journal of Marketing, 73(3): 52-68.

Carù, A. y Cova, B. 2003. “Revisiting consumption experience: a more humble but complete view of the concept.” Marketing Theory, 3(2): 267-86.

Cohen, E. 1979. “A Phenomenology of tourism experiences”. Sociology, 13:179-201. Craig-Smith, S. y French, C 1994. Learning to Live with Tourism. Melbourne: Pitman. Creswell, J.W. 2003. Research design: Qualitative, quantitative and mixed method approaches. Thousand Oaks; California: Sage Publications.

Creswell, J. W. y Plano Clark, V. L. 2011. Designing and conducting mixed methods research. Thousand Oaks, California: Sage Publications. Dalonso, Y.S.; Lourenço, J.M; Remoaldo, P.C. y Netto, A.P. 2014. “Tourism experience, events and public polities”, Annals of Tourism Research, 46: 163–184.

Davis, S. 1989. Enabling Is as Important as Empowering: A Case for Extended Service Blueprinting. In Service Excellence: Marketing’s Impact on Performance, edited by Paul Bloom, Bart Weitz, Russ Winer, Robert E. Spekman, Harold H. Kassarjian, Vijay Mahajan, Debra L. Scammon, and Michael Leay. Chicago: Eighth Annual Service Marketing Conference, American Marketing Association: 11-24.

Díaz, R.P.; Santana. T.A. y Rodríguez, D.A.J. 2013. “Destination image, image at destination. Methodological aspects”. Pasos, 11(3): 83 -95.

Gezt, D. 2008. “Event Tourism: Definition, evolution, and research”, Tourism Management, 29: 403-428.

Gezt, D.; O´neill, M. y Carlesn, J. 2001. “Service Quality Evaluation at Events through Service Mapping”, Journal of Travel Research, 39(4): 380–390.

Graburn, N. 1989. Tourism: The Sacred Journey. In Hosts and Guests: The Anthropology of Tourism. Philadelphia: University of Pennsylvania: 21-36.

Gupta, S. 2003. “Event marketing: issues and challenges”. IIMB Management Review, 15(2): 87-96.

Hektner, J. M. y Csikszentmihalyi, M. 2002. The experience sampling method: Measuring the context and content of lives. In R. Bechtel, &

A. Churchman, Handbook of environmental psychology. New York: Wiley: 233–243.

Hirschman, E.C. y Holbrook, M.B. 1982. “The experiential aspects of consumption: Consumer fantasy, feelings and fun”. Journal of Consumer Research, 9(2): 132–140.

Holbrook, M. B. 2000. “The Millennial Consumer in the Texts of Our Times: Experience and Entertainment,” Journal of Macromarketing, 20(2):178–92.

Hudson, S. y Ritchie, J.R.B. 2009. “Branding a Memorable Destination Experience. The Case of “Brand Canada”. International journal of tourism research, 11: 217–228.

Jennings, G. R. 1997. The Travel Experience of Cruisers. In Pacific Rim 2000: Issues, Interrelations, Inhibitors. London: CAB International.

Larson, R., y Csikszentmihalyi, M. 1983. The experience sampling method In H. Reis, Naturalistic approaches to studying social interaction. San Francisco, California: Jossey-Bass.

Lee, M.S.; Hsiao, H.D. y Yang M.F. 2010. “The study of the relationships among experiential marketing, service quality, customer satisfaction and customer loyalty”. International Journal of Organizational Innovation, 3(2): 352378.

Lenderman, M, y Sánchez, R. 2008. Marketing experiencial: La revolución de las marcas, Madrid: ESIC.

Mackellar, J. 2013. “Participant observation at events: theory, practice and potential”, International Journal of Event and Festival Management, 4(1): 56 – 65.

Martensen, A.; Grondholdt, L.; Bendtsen, L. y Jensen, M.J. 2007. “Application of a model for the effectiveness of event marketing”, Journal of Advertising Research, 47(3): 283-301.

Oh, H.; Fiore, M. A.; y Jeoung, M. 2007. “Measuring Experience Economy Concepts: Tourism Applications”, Journal of Travel Research, 46: 119-132.

Otto, J.E. y Ritchie, J.R.B. 1996. “The service experience in tourism”, Tourism Management, l7(3): 165-74.

Pine, B.J. II y Gilmore, J.H. 1998. The Experience Economy: Work is Theatre & Every Business a Stage. Boston, Massachusetts: Harvard Business School Press.

Richins, M.L. 1997. “Measuring emotions in the consumption experiences”, Journal of Consumer Research, 24(2): 127-146.

Ritchie, J.R.B.; Tung, V.W.S. y Ritchie, R.J.B, 2010. “Tourism experience management research Emergence, evolution and future directions”, International Journal of Contemporary Hospitality Management, 23(4): 419-438.

Schmitt, B. H. 1999. “Experiential marketing”. Journal of Marketing Management, 1(5): 53–67.

Srinivasan, S.R. y Srivastava, R. K. 2010. “Creating the futuristic retail experience through experiential marketing: Is it possible? An exploratory study”. Journal of Retail and Leisure Property. 9(3): 193–199.

Thorne, F.C. 1963. “The clinical use of peak and Nadir experience reports”. Journal of Clinical Psychology, 19(2): 248–250.

Uriely, N. 2005. “The Tourist Experience”. Annals of Tourism Research, 32(1): 199–216.

Van Maanen J.E. 1995. Representation in Ethnography. Newbury Park, California: Sage Publications.

Verhoef, P.C.; Katherine N. L.; Parasuraman, A.; Roggeveen, A.; Tsiros, M. y Schlesinger, L. A. 2009. “Customer Experience Creation: Determinants, Dynamics and Management Strategies,” Journal of Retailing, 85(1): 31–41.

Walls, A.R.; Okumus, F.; Wang, Y.R. y Wuk Kwum, D. J. 2011. “An epistemological view of consumer experiences”, International Journal of Hospitality Management, 30: 10-21.

Wang, C-Y. y Lin C-H. 2010. “A study of the effect of TV drama on relationships among tourist experiential marketing, experiential value and satisfaction”. International Journal of Organizational Innovation, 2(3): 107-123.

Wang, D.; Park, S. y Fesemaier, D.R., 2012. “The Role of Smartphones in Mediating the Touristic Experience”, Journal of Travel Research, 51(4): 371-387.

Wood, E.H. 2009. “Evaluating event marketing: experiences or outcome?” Journal of Promotion Management, 15(1/2): 247-268.

Wu, H.Y. y Tseng, L. H. 2015. “Customer Satisfaction and Loyalty in an Online Shop: An Experiential Marketing Perspective”, International Journal of Business and Management; 10 (1): 104-114.

YouMing, C. 2010. “Study of the impacts of experiential marketing and customers satisfaction based on relationship quality”. International Journal of Organizational Innovation, 3: 189209.

Zarantonello, L. y Schmitt, B.H. 2013. “The impact of event marketing on brand equity. The mediating roles of brand experiences and brand attitude”, International Journal of Advertising, 32(2): 255-280.