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

Jano Jiménez Barreto
Sara Campo Martínez

DOI:

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

Palavras-chave:

experiencial de marketing

Resumo

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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