Marketing Experiencial na FITUR: Análise de dois destinos concorrentes, as Ilhas Canárias e as Ilhas Baleares
DOI:
https://doi.org/10.25145/j.pasos.2016.14.005Palavras-chave:
experiencial de marketingResumo
É realizado um estudo exploratório qualitativo e quantitativo, do ponto de vista do marketing experiencial, da visita aos stands de dois destinos semelhantes em termos da sua oferta turística principal (Canárias e Baleares) na Feira Internacional de Turismo (FITUR). Os resultados confirmam que o marketing experiencial não é uma área específica de gestão na promoção dos destinos analisados, embora a evidência empírica demonstre que existe uma relação positiva e moderada entre a experiência vivida no stand (actividades emocionais e intelectuais desenvolvidas dentro do stand) e a intenção de visitar o destino.
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