EXPERIMENTAL MARKETING IN HOTEL OPERATIONS
EXPERIMENTAL MARKETING IN HOTEL OPERATIONS

Summary/Abstract: Throughout 21’st century, marketing managers, brand managers, marketing academics have adopted the classic marketing discipline. This approach has defined consumers as rational decision-making, benefit-focused individuals. Today’s consumer, however, has become more emotional decision-making individuals than rational decision-making individuals. Consumers are not only concerned with the functional value of the product or service they provide to them, but they also deal with the pleasant feelings they have created and the additional value they create in their memory. In modern marketing, businesses are trying to establish this additional value by creating “experience” for their customers. Due to the humanity-based nature of the tourism industry, consumer behavior has an important place in tourism marketing. The analysis of consumer behavior in tourism is only possible with the meaning of the product or service carried by the tourists and by determining the factors that are effective in making the holiday purchase decision. Along with the change of economic presentation, the process from consumer to service, from service towards experiment, has revealed the concept of experiential marketing. Tourism products and services, personalization and experience to have the quality of experience in terms of experience in the economy is are ahead in the race. This will provide an important advantage in creating customer loyalty if it is guided and managed by hotel and accommodation operators correctly.

• Details
• Contents