Experiential Marketing at FITUR: Analysis of two competing destinations, the Canary Islands and the Balearic Islands
DOI:
https://doi.org/10.25145/j.pasos.2016.14.005Keywords:
experiential marketingAbstract
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.
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