scholarly journals An Emotional Approach to City Branding: Experiential Marketing

2016 ◽  
Author(s):  
Alparslan Özmen
Keyword(s):  
Focal Point ◽  
City Branding ◽  
Consumer Experience ◽  
Experience Economy ◽  
Sense Experience ◽  
Experiential Marketing ◽  
Relational Values ◽  
Consumption Experience ◽  
Functional Value ◽  
Structure Framework

Nowadays, transportation, communication, technology and scientific developments are rapidly changing all areas. Consumers have been changed by the intensification of rivalry. Businesses have to produce proper products and services by giving more attention to changing consumer demands and needs against this rivalry. So, the experience economy is seen to take the place of the service economy. In this context, marketing strategies rather than selling products and services varies as to ensure consumer experience. Thus, the experience economy is starting with proposing products and services as a theater or visual art. Service here; to put on the stage is to create unforgettable moments and memories for customers. Today consumers are looking for features that address to their emotions and feelings. In this sense, experience takes the place of the functional value by providing mental, emotional, cognitive, behavioral and relational values. Consumption experience, is composing the focal point of the experiential approach, creating fantasies, emotions and entertainment. From this point they entered rivalry and began branding in cities. Therefore, all the dynamics of the city is necessary to make a difference by staging features that the experiential marketing has revealed. With which properties cities must be at the forefront, they should be identified and tried to be marketed. Experiential marketing will create an unforgettable experience by making the biggest help for city branding. By taking experiential marketing, the study will attempt to evaluate its effect to city branding with making conceptual analysis in the theoretical structure framework.

scholarly journals Influence of Experiential Marketing on Shoppers Behaviour at Gvk Mall –Hyderabad

2020 ◽  
Vol 8 (6) ◽  
pp. 295-299
Keyword(s):  
Dominant Role ◽  
Shopping Malls ◽  
Sense Experience ◽  
Experiential Marketing ◽  
Five Dimensions ◽  
Product Experience ◽  
Consumption Experience ◽  
One Stop ◽  
Foreign Brands ◽  
Retail Shopping

In Retail Industry there is a sea change compared with past and present constant increase in establishment of shopping malls this can be due to various reasons such as increase in income levels, upgradation of life style, metropolitan lifestyle, adoption of western culture etc also to the fact that malls are acting as one stop junction for providing entertainment, shopping, fun celebrating weekends with a great experience with loved once. The retail shopping malls in India is the mixture of domestic and foreign brands. In Indian brands the most popular one is Big bazaar, GVK lifestyle are the other competitors. International leading brands are shoppers stop, wall mart also play a dominant role in India. This article mainly focuses on the aspect called as experiential marketing as experience in terms management constitutes an episode which is personal coupled with importance in the emotional realms which is created by an interaction with a product or stimulus relating a brand. There are different types of experiences such as Product experience, Shopping, service & Consumption experience. To investigate process of shoppers behavior In this study major focus of experiential aspect is to relate with customers in a multiple level approach by connecting the link between of experiential marketing into five dimensions: Sense Experience, Feel Experience, Think Experience, Act Experience and Relate Experience as how these attributes will lead to total customer satisfaction on shoppers at GVK is been studied.

The influence of Hanok experience on tourists’ attitude and behavioral intention: An interplay between experiences and a Value-Attitude-Behavior model

2021 ◽  
pp. 135676672110117
Author(s):  
Choong-Ki Lee ◽  
Yvette Reisinger ◽  
Muhammad Shakil Ahmad ◽  
Yae-Na Park ◽  
Choong-Won Kang
Keyword(s):  
Behavioral Intention ◽  
Sem Analysis ◽  
Experience Economy ◽  
A Value ◽  
Functional Value ◽  
Experienced Utility ◽  
Attitude Behavior ◽  
Tourism And Hospitality ◽  
The Impact ◽  
Value Functional

This study examines the impact of Hanok experience on tourists’ attitude and behavioral intention using the experience economy ( Pine and Gilmore, 1998 ) and the experienced utility theory ( Kahneman et al., 1997 ). Specifically, the study explores how tourists’ experiences are associated with a Value-Attitude-Behavior (VAB) model in the context of a heritage tourism attraction such as Jeonju Hanok Village in South Korea. A total of 323 responses were examined using SEM analysis. The results revealed that educational, entertainment, and escapism experiences significantly influenced functional value. Functional value had a significant relationship with attitude, which was positively related to behavioral intention. The results indicate the interplay of tourists’ experiences with the VAB model. The study provides theoretical and practical implications for tourism and hospitality academics and practitioners.

Exploring the ecotourism service experience framework using the dimensions of motivation, expectation and ecotourism experience

2021 ◽  
pp. 146735842110568
Author(s):  
Jennifer Kim Lian Chan ◽  
Fiffy Hanisdah Saikim
Keyword(s):  
Empirical Evidence ◽  
Thematic Analysis ◽  
Experience Economy ◽  
Experiential Marketing ◽  
Economy Model ◽  
Service Experience ◽  
Destination Attractiveness ◽  
Key Dimensions ◽  
Lower Kinabatangan ◽  
Service Experiences

This study explores the ecotourism service experience framework by analysing ecotourists’ motivations and expectations, as well as the dimensions of ecotourism experiences. A total of 51 ecotourists were interviewed in person at ecotourist lodges in Lower Kinabatangan, Malaysia. Interview responses were analysed using thematic analysis, and a multi-data triangulation was carried out to identify key service experience dimensions guided by the co-creation concept. Findings reveal that motivations and expectations of ecotourists are connected to the dimensions of ecotourism experiences. Several findings reveal that key dimensions include ‘wildlife’, ‘nature/environment’ and ‘experiences driven from ecotourism activities’ (such as riverboat cruises and jungle trekking). Based on the interviews, these dimensions can be further interpreted and conceptualised as ‘education’, ‘aesthetic’, ‘escape’ and ‘entertainment’, similar to the four realms of experience in the experience economy model by Pine and Gilmore (1998 , 1999) . Hence, an ecotourism service experience framework, comprising both tangible and intangible elements, is proposed as a sound and practical approach to understanding ecotourism service experiences. This study offers empirical evidence and an innovative approach by identifying the ecotourism service experience dimensions and exploring a relevant framework, which was previously neglected. Ecotourism operators should utilise the four identified service experience dimensions to stage unique ecotourism experiences and enhance destination attractiveness and competitiveness. Experiential marketing can capitalise on these dimensions as innovative selling points and attract ecotourists, thus providing practical value in marketing ecotourism destinations.

Rise of Experiential Marketing in Emerging Markets

2016 ◽  
pp. 284-312
Author(s):  
Mervat Medhat Youssef ◽  
Hanan Atef Abdallah
Keyword(s):  
Emerging Markets ◽  
Business Model ◽  
Word Of Mouth ◽  
Communication Channels ◽  
Marketing Strategies ◽  
Marketing Communication ◽  
Experiential Marketing ◽  
The Public ◽  
Consumption Experience

This chapter aims to contribute towards the improvement of using Experiential Marketing as a business model in Emerging Markets. This chapter also clarifies how experiential marketing fits within the Emerging marketing climate, and how to go about planning and evaluating it for best results. It provides examples focused on Emerging Markets ethics, market mix strategies, customer brand consumption experience and consumer word of mouth. The finding suggests how Experiential Marketing strategies can best utilize marketing communication channels to achieve Emerging Markets objectives. This chapter will encourage companies and brands in Emerging Markets to look into using experiential advertising in their marketing strategies. The chapter will focus on highlighting the connection between Emerging Markets and Experiential Marketing in different aspects, which then will be analyzed in order to determine how functional and successful Experiential Marketing can be. It concludes with analysis of demonstrating views from the public and experiential specialists.

Experience Economy Domains in Tourism

2020 ◽  
pp. 192-207
Author(s):  
Nelson de Matos ◽  
Julio Mendes ◽  
Manuela Guerreiro
Keyword(s):  
Literature Review ◽  
Common Ground ◽  
Tourism Industry ◽  
Extensive Literature ◽  
Experience Economy ◽  
Experiential Marketing ◽  
Timely Review ◽  
Narrative Literature ◽  
Key Topics ◽  
Narrative Literature Review

The experience economy captivated the attention of academia and industry managers regarding how to engage and create memorable experiences for customers. The extensive literature developments in recent decades reinforced the need for a timely review of how the main concepts of the experiential marketing construct apply to the tourism industry. This study presents a narrative literature review to provide an overview in an attempt to find common ground, identify potential gaps, and provide suggestions for academia and tourism managers. The chapter provides value by discussing the key topics within marketing and tourism.

scholarly journals Investigating Consumption-Related Emotions Elicited by Selected Dairy Products Using Product Emotion Measurement

2016 ◽  
Vol 8 (1) ◽  
pp. 86
Author(s):  
Valery Y. Yao
Keyword(s):  
South African ◽  
Dairy Products ◽  
Strong Support ◽  
Building Blocks ◽  
Consumer Experience ◽  
Gauteng Province ◽  
Mediating Role ◽  
Consumption Experience ◽  
Dairy Consumption ◽  
Consumer Emotion

<p>This article investigates the mediating role of specific emotions attached to the consumption of milk, yoghurt, cheese, and maas (Note 1) in Gauteng Province, South Africa. To this end, 81 South African dairy consumers’ consumption experiences were assessed through the use of the Product Emotion measurement (PrEmo). Computer-aided web interviews (CAWI) were used to collect the data. The findings indicate that ultimately, dairy consumption is emotionally-driven. The findings also clearly offer strong support that the notion of consumer emotion is a much better indicator for assessing and improving consumer experience. The uncovered strong emotions elicited by the selected generic dairy products should be considered by dairy marketers as critical building blocks in creating dairy marketing messages. Measuring consumers’ consumption experience as integral part of a marketing programme is the first study of its kind in the South African dairy industry.</p>

scholarly journals The Overdesigned and the Undesigned – Placemaking in New Residential Complexes

Artifact ◽  
2015 ◽  
Vol 3 (4) ◽  
pp. 7 ◽  
Author(s):  
Marie Stender
Keyword(s):  
Urban Design ◽  
Residential Buildings ◽  
The Other ◽  
City Branding ◽  
Experience Economy ◽  
Cultural Aspects ◽  
Other Hand ◽  
The One

This article focuses on the paradox, that places on the one hand are increasingly regarded as something that can be designed, while these designed places on the other hand also seem to hold a remarkable longing for that which is not designed. When architecture and landscape is shaped, various steps are taken to shape the identity, life and story of the new places.  Inherent in contemporary concepts like urban design, city branding and placemaking is thus the assumption that we can – and should – design not only our material surroundings but also the more immaterial social and cultural aspects that constitute a place. In her book “Brandscapes” Anna Klingman argues that in the experience economy the focus of architecture has evolved from ”what is has” and ”what it does” to ”what you feel” and ”who you are” (Klingman 2007). But by what means and to what extend is it possible to design how we feel and who we are? This article addresses these questions by focusing on how place is designed when new residential buildings and neighbourhoods are given shape and taken into use.

scholarly journals EVALUATION OF EXPERIENTIAL MARKETING WEBSITE FOR ATTRACTING FOREIGN STUDENTS TO LATVIAN HIGHER EDUCATIONAL INSTITUTIONS

2021 ◽  
Vol 6 ◽  
pp. 506-516
Author(s):  
Natālija Sotikova ◽  
Renāte Cāne
Keyword(s):  
Higher Education ◽  
Social Networks ◽  
Foreign Students ◽  
Sales Promotion ◽  
Educational Institutions ◽  
Consumer Experience ◽  
Higher Educational Institutions ◽  
Experiential Marketing ◽  
Special Groups ◽  
Higher Educational

Today experience marketing is attracting greater attention of researchers and practitioners, considering it an innovative approach to be used by companies and brands for development and retainment of their competitive advantage. This experience can develop online or as a result of offline activities. It is widely thought that many marketing instruments can be used in experiential marketing as long as they guarantee high engagement of consumers. The main instruments for sales promotion include mobile content and exclusive online content. Under the following topic, these can be special groups in social networks, mobile applications, websites of higher educational institutions etc. Unfortunately, there is a lack of research on consumer experience and its management in higher education, especially about education obtained abroad, as well as the usage of experiential marketing for attracting foreign students to Latvian higher educational institutions. These factors explain the importance and rationale of the chosen topic. The aim of the research is to evaluate the contents, availability and usage of foreign students’ interactive communication websites for attracting foreign students in Latvia in experiential marketing context. Method of research: content analysis of foreign students’ groups in social networks, websites and social network profiles of higher education institutions. In general, it can be concluded that the number of interactive online groups for foreign students in Latvia was insignificant, mainly the groups were inactive, the members of these groups provided negative comments or reacted openly to different publications. However, it is important to admit that personal publications received more “likes” and comments indicating the necessity of building a personal dialogue with students on websites.  

scholarly journals Application of Creative Experiential Marketing in Vanke Real Estate

2018 ◽  
Vol 4 (4) ◽  
pp. 296
Author(s):  
Wei Bi ◽  
Jun Wu ◽  
Yang Gao ◽  
Rungtai Lin
Keyword(s):  
Real Estate ◽  
Emotional Experience ◽  
Real Estate Market ◽  
Experience Economy ◽  
Experiential Marketing ◽  
The Real Estate ◽  
Product Experience ◽  
Real Estate Marketing ◽  
User Friendly ◽  
Interactive Experience

<p><em>With the continuous development of China’s real estate market and the continuous improvement of people’s living standards, the home buyers’ demand for emotional experience has been constantly aroused, thus making emotional experiential marketing more important in customer behavior. In the era of pursuing personalized experience, experiential marketing has become a powerful means for enterprises to achieve stRung competitiveness. It is usually connected with the creation of an atmosphere, an environment and a situation, the completion of a process and the making of a commitment, and sometimes it needs a customer’s active participation. This paper is based on Vanke’s real estate marketing, first gives a detailed introduction to the real estate experience in terms of the experience economy, experiential marketing and emotional experience, and then analyzes the application of experiential marketing in real estate marketing from product experience, user-friendly experience, scene setting experience and theme interactive experience to discuss how experiential marketing is implemented in Vanke’s real estate, learn from it and provide reference of effective experience for future researches.</em></p>

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