Marketing tourism experiences

Authored by: Merve Aydogan Cifci , Gurel Cetin , Fusun Istanbullu Dincer

The Routledge Handbook of Destination Marketing

Print publication date:  April  2018
Online publication date:  April  2018

Print ISBN: 9781138118836
eBook ISBN: 9781315101163
Adobe ISBN:

10.4324/9781315101163-5

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Abstract

Tourism is an experience-intensive activity. Tourists travel in order to experience things and events that are not available in regular life and surroundings. Thus, experiences become the main motivations of a trip. There is a wide consensus about the role and importance of experience for tourism organizations. Yet, marketing strategies for creating, communicating, pricing and dissemination of experiences are still not clear. Traditional marketing theories that define customers as rational decision makers are not able to explain the experiential consumption and hedonistic decision making particularly in tourism. This chapter, after defining customer experience and its relationship with tourism destination marketing, explores experiences in the light of marketing mix strategies. Various concepts, implications suggested and examples are offered for product, promotion, price and place which would offer an integrated marketing strategy of supplying experiences in tourism destinations.

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