УСЪВЪРШЕНСТВАНЕ НА ПРОДУКТОВОТО ПОРТФОЛИО НА ФИРМА ЗА УСЛУГИ В КОНТЕКСТА НА МАРКЕТИНГ ЧРЕЗ ПРЕЖИВЯВАНИЯ – ПО ПРИМЕРА НА КУРОРТЕН ХОТЕЛ
IMPROVING THE PRODUCT PORTFOLIO OF A SERVICE COMPANY IN THE CONTEXT OF EXPERIENTIAL MARKETING: A STUDY OF A RESORT HOTEL

Summary/Abstract: This research paper focuses on the customer experience as an important prerequisite for customer retention in the consumer marketing and especially in the field of tourism and hotel services. The product portfolio of a three-star hotel has been studied with regard to the currently applied marketing models and practices in the selected typical resort hotel. The main goal of the study is on the basis of 2-stages empirical survey to extract opportunities for product portfolio improvement in the context of a modern and relatively new experimental marketing concept. For study purposes after a review of various researchers’ opinion a conceptual model of the hotel experience in the context of "experiential marketing" is adapted and presented. The study methodology includes 2 consumer surveys in 2 consecutive seasons and a couple of focus groups. On the basis of the study results and conclusions suggestions and guidelines are presented that could help the management of the hotel and other resort hotels of this type in development and implementation of better marketing strategy for their product portfolio improvement in the context of experiential marketing which will lead to improved customer retention and loyalty.

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