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Marketing Luxury Experiences in an Emerging Luxury Destination of Norway

Xiang Ying Mei 1 (Inland Norway University of Applied Sciences, Norway)

The Emerald Handbook of Luxury Management for Hospitality and Tourism

ISBN: 978-1-83982-901-7, eISBN: 978-1-83982-900-0

Publication date: 25 January 2022

Abstract

Many destinations are keen to be a part of the increasing and lucrative luxury tourism market. Before targeting luxury tourists in the marketing efforts, is it essential to understand the meaning of ‘luxury’ and what is considered exclusive? As an emerging luxury destination, Norway certainly offers many attributes that can satisfy the needs of luxury tourists. Marketing luxury provides, nevertheless, challenges for Norway as its main attraction is nature, which is fundamentally free and accessible to anyone. Thus, it is necessary to tailor-make unique nature experiences with luxurious products, resulting in exclusivity and once-in-a-lifetime experiences beyond the masses. Luxury tourists have also been advocated as more sustainable than mass tourists as addition to the issue of carrying capacity; many are also concerned with responsible tourism. Specialist travel agents play an important role in the marketing process as they have first-hand knowledge of luxury tourists as well as acting as guardians of information communicated in marketing. In addition to mainland Norway, the Svalbard islands in the Arctic region may be considered as truly unique and exclusive destinations. While sustainable development is a major concern in Norwegian tourism in general, it is even more vital in the Arctic regions. Therefore, marketing needs to provide a balanced picture of the attractions and attributes in order to become a luxury destination that is sustainable in the long run.

Keywords

Citation

Mei, X.Y. (2022), "Marketing Luxury Experiences in an Emerging Luxury Destination of Norway", Kotur, A.S. and Dixit, S.K. (Ed.) The Emerald Handbook of Luxury Management for Hospitality and Tourism, Emerald Publishing Limited, Leeds, pp. 145-161. https://doi.org/10.1108/978-1-83982-900-020211007

Publisher

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Emerald Publishing Limited

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