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Article
Publication date: 8 January 2021

Hung-Che Wu, Xiaolian Chen and Ya-Yuan Chang

This study examines the relationship between the dimensions of fertility care quality and the dimensions of experiential relationship marketing in fertility tourism.

Abstract

Purpose

This study examines the relationship between the dimensions of fertility care quality and the dimensions of experiential relationship marketing in fertility tourism.

Design/methodology/approach

The data used in this study were based on a sample of 532 Mainland Chinese fertility tourists who received fertility care services in eight private fertility clinics in four Malaysian states, indicating that the proposed model fitted the data.

Findings

Findings show that the dimensions of fertility care quality (professional skills, patient orientation and physical comfort) and experiential value positively influence experiential satisfaction. Additionally, experiential trust is positively influenced by both experiential satisfaction and experiential value. Also, experiential commitment is positively influenced by experiential satisfaction, experiential trust and experiential value.

Practical implications

Fertility tourism service providers could focus on refining the dimensions of fertility care quality to improve experiential relationship marketing.

Originality/value

This paper provides the data that result in a better understanding of the relationship between the dimensions of fertility care quality and the dimensions of experiential relationship marketing in fertility tourism.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 7
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 26 August 2020

Shalom Levy and Hanna Gendel Guterman

Experiential marketing is a technique through which companies enhance their promotional marketing with extensive sensory and imagery appeal in order to intensify…

Abstract

Purpose

Experiential marketing is a technique through which companies enhance their promotional marketing with extensive sensory and imagery appeal in order to intensify consumers' experience. The purpose of this current empirical study is to address this strategy and suggests a conceptual framework to explain consumer attitude and behavior toward the promoted brand and the retailer store. Consumers' psychographic characteristics were added to enhance the novelty of the study.

Design/methodology/approach

An experiential stimulating environment was created in a real retail store location. The study employs data collected during the experiential demonstration.

Findings

The path model suggests that the intensity of the experience evokes an affective response toward the promoted brand and an indirect response toward the hosting retailer. Psychographic characteristics, such as the tendency to socialize and extrinsic cues, were found to moderate the effect of experiential marketing.

Practical implications

Product manufacturers and suppliers can use experiential marketing techniques to improve affective and cognitive responses toward their products and brands. Experiential promotion should also be strategically encouraged by retailers because it creates a recreational shopping experience that enhances the retailer's image.

Originality/value

The study is among the few empirical works that examine real-life settings and the double impact of experiential marketing on brand image and the retailer's store image. The study contributes to the existing literature by suggesting a path analysis model toward brand and store images, which combines the effect of experiential marketing with psychographic characteristics.

Details

EuroMed Journal of Business, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1450-2194

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Article
Publication date: 1 October 2006

Alistair Williams

Experiential marketing is arguably marketing's most contemporary orientation, but as with many marketing innovations it has been largely overlooked by those involved in…

Abstract

Purpose

Experiential marketing is arguably marketing's most contemporary orientation, but as with many marketing innovations it has been largely overlooked by those involved in tourism and hospitality marketing and promotion. Whilst in many industries companies have moved away from traditional features and benefits approaches, to putting experiential marketing centre‐stage, marketing in the tourism and hospitality sectors does not appear to have explicitly engaged the theoretical issues involved. This raises the question what, if anything, does experiential marketing have to offer marketers in the disciplines of tourism and hospitality? In this paper, I will seek to introduce the experiential marketing debate and demonstrate how the questions raised by the concept are critical to an understanding of marketing theory and research within the tourism and hospitality sectors.

Design/methodology/approach

Following the authors previous publications which sought to investigate alternative paradigms for studying hospitality consumers, this research attempts to consider the practical applications of one such model.

Findings

The tourism and hospitality sectors cannot be seen to be immune to fundamental changes in the orientation of marketing. Innovative experience design will become an increasingly important component of tourism and hospitality firms core capabilities. Those who go beyond service excellence, and market experientially will lead the creation of value in the sector.

Originality/value

Provides a framework as to how organisations might usefully implement an experiential marketing strategy.

Details

International Journal of Contemporary Hospitality Management, vol. 18 no. 6
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 13 July 2015

Rory Mulcahy, Rebekah Russell-Bennett and Sharyn Rundle-Thiele

This paper aims to understand how experiential value can generate awareness, image, perceived quality and loyalty to the moderate drinking brand. Electronic games are…

Abstract

Purpose

This paper aims to understand how experiential value can generate awareness, image, perceived quality and loyalty to the moderate drinking brand. Electronic games are increasingly used by social marketers in an attempt to support target audiences uptake of social behaviours. However, little is known of the value this creates for target audiences and its impact on the uptake of a social behaviour brand.

Design/methodology/approach

A survey of male adolescents (n = 137) was conducted to test proposed relationships between experiential value and consumer-based brand equity dimensions. The research tested the game “Don’t Turn a Night Out into a Nightmare” that was developed by the Australian Federal Government as part of a social marketing campaign. Data were analysed using linear regression and MANCOVA.

Findings

The findings indicate that there are significant relationships between consumer-based brand equity dimensions for the social behaviour brand of moderate drinking, indicating relevance of a commercial marketing theory for social marketing. Furthermore, findings show that different combinations of experiential value dimensions have an impact on different components of consumer-based brand equity. These findings indicate that when social marketers are developing electronic games, they must create different combinations of value in game play to achieve awareness, positive image, high perceived quality and, ultimately, loyalty to a behaviour.

Practical implications

Social marketers seeking to use electronic games to influence the uptake of behaviour brands such as moderate drinking must provide a more complete value package.

Originality/value

This paper is the first to examine how experiential value can influence the creation of brand equity for a social behaviour brand.

Details

Journal of Social Marketing, vol. 5 no. 3
Type: Research Article
ISSN: 2042-6763

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Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

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Article
Publication date: 13 March 2019

Ali Ihtiyar, Mehmet Barut and Hatice Gulsah Ihtiyar

The purpose of this paper is to examine the influence of experiential marketing modules, service quality and social judgement on experiential values of young customers…

Abstract

Purpose

The purpose of this paper is to examine the influence of experiential marketing modules, service quality and social judgement on experiential values of young customers. The paper also investigates the effects of experiential values on customer satisfaction (CS) and post-purchasing behaviour. In addition, the paper intends to strengthen the shift in marketing paradigm and to provide insightful enhancements to the literature.

Design/methodology/approach

An instrument was developed to measure how strategic experiential module (Schmitt, 1999), social judgement module (Rosenberg et al., 1968) and service quality perceptions of customers influence functional and emotional values. Primary data were gathered through surveying 402 respondents in order to diagnose young customers’ experiences in popular coffee stores in Phnom Penh, Cambodia. The constructs and their interrelationships were examined based on partial least square-structural equation modelling (PLS-SEM).

Findings

The results of PLS-SEM were found to be adequate in terms of validity and reliability. The results revealed that some of experiential modules and service quality have positive stimuli on experiential values. These contributions postulate an impetus for potential exploration in numerous service settings.

Originality/value

The study assesses the effect of shopping experiences of young customers on experiential values, social judgement, CS and post-purchase shopping attitudes. It is anticipated that by filling this gap, this study will assist in strengthening marketing strategies, which requires an alteration in the existing business atmosphere. The suggestions and results for future research are discussed in detail accordingly.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 31 no. 2
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 18 May 2012

Tony Conway and Debra Leighton

This paper seeks to investigate experiential marketing as a potential strategy for cultural attractions operating in a highly competitive leisure marketplace.

Abstract

Purpose

This paper seeks to investigate experiential marketing as a potential strategy for cultural attractions operating in a highly competitive leisure marketplace.

Design/methodology/approach

The paper examines the relevance of the experiential approach for the UK arts and cultural sector with its multiple stakeholders and innate tensions between commercial objectives and curatorial/artistic goals, between visitor access and preservation and between scholarship and entertainment.

Findings

Experiential marketing is evaluated as a means by which organizations in the arts and cultural sector can capture uncontended market space while satisfying the wants and expectations of an increasingly discerning visitor. The analytical basis for the evaluation is provided through comparative case studies – one from the heritage sector and one from the performing arts.

Originality/value

The experiential approach is considered and the findings applied to a conceptual model, with a view to offering proposals for the dissemination of best practice and identifying directions for further research.

Details

Arts Marketing: An International Journal, vol. 2 no. 1
Type: Research Article
ISSN: 2044-2084

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Article
Publication date: 5 May 2021

Diane Edmondson and Lucy Matthews

The purpose of this paper is to investigate how to overcome the dilemma of the lack of student workforce readiness upon graduation. Based on experiential learning theory…

Abstract

Purpose

The purpose of this paper is to investigate how to overcome the dilemma of the lack of student workforce readiness upon graduation. Based on experiential learning theory, the authors propose an innovative three-step approach to marketing curriculum to help address this dilemma.

Design/methodology/approach

This study examines both quantitative and qualitative data. First, quantitative results were obtained from 5,222 end-of-course surveys of students taking an experiential learning course at a southeastern United States public university. Results were also obtained from 111 end-of-course surveys of students taking experiential learning courses in marketing. Second, qualitative results were obtained through a critical review of self-reflection assignments from over 1,000 students taking a variety of experiential learning marketing courses.

Findings

The authors identify a three-step process that can be used to develop curriculum that will better prepare students for entering the workforce. The advantages and disadvantages associated with this type of curriculum are also discussed. The outcomes indicate that an entire curriculum focused on experiential learning, self-reflection and ePortfolios will allow students to not only be better prepared for the workforce but also will help them be better communicators on what they have learned.

Originality/value

In this paper, the authors contribute to the literature by providing a curriculum-based approach to learning in order to minimize the gap between academic knowledge and workforce preparedness. Sample course projects, reflective prompts and grading rubrics are provided to aid others in the implementation of this type of curriculum.

Details

International Journal of Educational Management, vol. 35 no. 5
Type: Research Article
ISSN: 0951-354X

Keywords

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Book part
Publication date: 4 July 2019

Songül Bilgili Sülük and Kenan Aydin

Introduction – In recent years virtual reality and augmented reality (AR) applications, which are widely used in many sectors, have become important tools in marketing

Abstract

Introduction – In recent years virtual reality and augmented reality (AR) applications, which are widely used in many sectors, have become important tools in marketing communication. The change and differentiation that takes place in a revolutionary digital environment also affect social change. This change has led to the use of AR applications as a communication tool to affect all decisions of consumers in the purchasing process.

Purpose – The focus of this study is on AR applications using an experimental application in the context of marketing communication with experiential marketing and new technologies.

Method – This experimentation was carried out on over 2 million downloaded mobile applications by Turkish users of an AR brand of wall paint. The experiment included 32 consumers, painters, and interior designers in Istanbul. These formed the groups of the study. The authors aimed to determine whether AR mobile applications are seen differently between these three groups in terms of attitudes and buying intentions vis-a-vis other brands. Thus, the authors will determine the importance of AR applications in marketing communication, satisfaction of experience, and the effect on purchase intention in terms of the different groups. In line with the results, strategies will be presented to marketing practitioners. The literature review of the study enabled the formation and design of the research method and scales.

Findings – The preliminary study revealed that the attitudes toward experiential marketing, brand attitudes, and purchase intention using the AR application were significantly different from the catalog application.

Content available
Article
Publication date: 31 July 2018

Blanca Garcia Henche

The theoretical framework of this study focuses on the trends towards experiential tourism and new communication channels in the tourist sector. The specific areas of…

Abstract

Purpose

The theoretical framework of this study focuses on the trends towards experiential tourism and new communication channels in the tourist sector. The specific areas of action that are covered in this research work focus on: a definition of experiential tourism, an analysis of markets as a resource of experiential tourism and communication strategies and the use of social media by the markets of Madrid to interact with the new experiential consumer.

Design/methodology/approach

This paper is arranged as follows: first, a review of the documents on new tourist sector trends towards the demand of experiential tourism, on marketing 2.0 and on social media has been carried out; second, communication strategies of the food markets seen as tourist resources are described herein, including results of the research in the use of social media; and finally, conclusions of the study are developed.

Findings

According to the conceptual approach and after reviewing the documents cited in this paper, it is possible to conclude that food markets are tourist resources that shall be exploited as “experiential providers” for a market niche that is increasingly demanding and expects to have a “tourist experience”. The present paper contributes to the literature on experiential tourism, including new communication strategies as a tool to contact experiential tourists. Accordingly, an analysis is carried out of a specific product/resource, such as the food markets of Madrid as resources or experiential leisure centers, and a study on product strategies (offer of experiences) and communication strategies on their experiential tourism offer fundamentally based on social media and websites.

Research limitations/implications

Although this work represents an in-depth study of the food markets analyzed, the research could be extended to other markets or to other cities that are also working with markets as experiential tourism resources, though not in a structured design as in Madrid.

Practical implications

This work is different from previous studies for several reasons. In the first place, food markets are integrated as elements for the study of experiential tourism as tourist resources, and second, commercial interaction and other types of productive activities in urban centers are considered. In particular, social relations and collaboration between small retailers in markets, their managers and the institutions responsible for tourism management in the city of Madrid are barely analyzed in the literature. This includes the collaboration between public (Madrid City Council), cultural and business institutions (Madrid Fusión and Gastrofestival), hospitality and other businesses (established in the food markets) to promote cultural experiences and historic tourism.

Social implications

The performed study has several implications for employers and policymakers. As historical, cultural and experiential tourism are growing trends throughout the world, new tourist consumer profiles must be analyzed. There are new groups of tourists looking for unique experiences and “local” activities, eager to visit renovated urban historical centers with a developed experiential leisure offer. This tourist activity facilitates the rebirth of the traditional food markets and promotes the creation of jobs and new opportunities for traditional businesses as shown in the present case study focused on the markets of Madrid.

Originality/value

The present paper contributes to the literature on experiential tourism, including new communication strategies as a tool to contact experiential tourists. Accordingly, an analysis is carried out of a specific product/resource, such as the food markets of Madrid as resources or experiential leisure centers, and a study on product strategies (offer of experiences) and communication strategies on their experiential tourism offer fundamentally based on social media and websites. The role played by food markets in the creation of an experiential tourism offer in Madrid and the communication strategies generated by them is described in this research. This study not only sheds light on the changes undergone by the tourist demand, specifically urban tourism but also it helps understand some of the strategies that big tourist cities are implementing in historic centers to reduce the risks of mass tourism.

Details

Journal of Tourism Analysis: Revista de Análisis Turístico, vol. 25 no. 1
Type: Research Article
ISSN: 2254-0644

Keywords

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