Abstract
Global competition conditions in the tourism sector are getting more intense day by day, and tourist behavior is changing in many ways. In this respect, the ability of businesses to adapt to these situations is a prerequisite for their survival in the future. Businesses in the tourism industry need to develop strategies and understanding that will emphasize the uniqueness of the products they offer and highlight the difference of products from others. Also, businesses need to develop a different strategy or understanding to provide tourists with an unforgettable experience and competitive advantage. The facts that the basic component of the experiential marketing paradigm is experience and that experience is the essence of tourism products have led this paradigm to come to the fore in terms of tourism businesses. This study aims to reveal how businesses can adapt themselves to this new paradigm by emphasizing the importance of experience marketing for businesses in the tourism industry.
TopBackground
Technological developments in the last few decades have begun to cause profound changes in the way people behave in all areas. It has become essential for businesses operating in any field to analyze these changing consumer behaviors and to develop new marketing strategies for changing consumer demands and needs.
Key Terms in this Chapter
Experience: The combination of behavioral, spiritual, emotional, social, or cognitive elements with the participation of the individual during consumption. Also, special events that consist of the reactions of customers to various stimuli before and after the purchase.
Marketing: The planning and implementation process of developing, pricing, promoting, and distributing goods, services, and ideas to carry out exchanges that can achieve personal and organizational objectives.
Experiential marketing: The making of marketing communications more sensory by adding imagination, tactile materials, movement, smell, sound, or other sensations. Also, it includes activities that will go beyond functional features with consumers to provide them with positive and memorable experiences.
Traditional Marketing: Can be called mass marketing in general. It covers the advertising activities carried out by means of television, radio, newspaper, brochures and billboards and similar means that reach large masses.
Tourism Industry-Sector: Includes services such as food and beverage, accommodation, transportation, fun, health that tourists need during their travels for various purposes.