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Publication year

2005

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Author(s) : Allistair J. WILLIAMS

TOURISM & HOSPITALITY MARKETING: FANTASY, FEELING & FUN

Abstract: 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.

There appears to be significant potential for its application in tourism & hospitality marketing to be extended. The purpose of this paper is to consider experiential marketing frameworks and their application to two specific aspects of tourism & hospitality marketing: the experience itself and the marketing tactics of staging experiential marketing in this sector.

Keywords

• Experiential Marketing

• Tourism Marketing

• Hospitality, Consumer Behaviour

• Branding, Postmodernism

23rd EuroChrie Conference, Paris, Octobre 2005