Experiential marketing of an underground tourist attraction
| Autor: | Brian Garrod, David Dowell |
|---|---|
| Přispěvatelé: | University of St Andrews. School of Management |
| Jazyk: | angličtina |
| Rok vydání: | 2020 |
| Předmět: |
Visitor attraction
media_common.quotation_subject HD28 Management. Industrial Management NDAS Satisfaction Context (language use) Structural equation modeling Memory 0502 economics and business Product (category theory) Marketing Empirical evidence experience economy visitor attraction arousal memory satisfaction revisit intention media_common Variables Visitor pattern 05 social sciences General Medicine Test (assessment) Revisit intention HD28 050211 marketing Business Arousal Experience economy 050212 sport leisure & tourism Tourism |
| Zdroj: | Tourism and Hospitality; Volume 1; Issue 1; Pages: 1-19 |
| Popis: | The theory of the ‘experience economy’ contends that consumers no longer achieve satisfaction from consuming products but from the experiences they receive while doing so. Producers should therefore actively manage the four experience ‘realms’ of their product offerings—entertainment, education, aesthetics and escapism—to provide optimal experiences for their customers. In the case of tourist attractions, however, there is insufficient direct empirical evidence to substantiate this recommendation. This study therefore sets out to test the notion of the experience economy in the context of a tourist attraction—in this case, an underground visitor experience in Wales, UK—using partial least squares structural equation modelling. Alternative models are estimated based on three different mediating variables—arousal, memory and satisfaction—with revisit intention as the dependent variable. The analysis finds that none of the four experience realms are significant predictors of revisit intention in all three of the models, even though all three mediating variables are significant predictors of revisit intention. The results therefore suggest that optimal customer experiences do not necessarily need to be built equally upon all four experiences realms. Rather, a customised approach is required to optimise the customer experience for specific products consumed in particular contexts. Publisher PDF |
| Databáze: | OpenAIRE |
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