체험마케팅(Experiential Marketing)의 오해와 진실

Marketing : concepts and strategies

https://isiarticles.com/bundles/Article/pre/pdf/44150.pdf

Tourism product development and product diversification in destinations

Tourism and Development: Concepts and issues

Revitalizing traditional villages through rural tourism: A case study of Yuanjia Village, Shaanxi Province, China

Understanding and managing the rural tourism experience — The case of a historical village in Portugal

Rural tourism is an important development strategy for some rural areas. Landscape is central to the visitor's tourism experience. While the literature suggests that some rural landscape features are likely to attract visitors, research on the impact of landscape on the rural tourism experience is rather limited, and often confined to studies supported by visual stimuli (e.g. photos), ignoring the impact of the direct contact of visitors with the territory. This study overcomes some of these limitations by assessing visitors’ perceptions of the rural landscapes based on two villages in Portugal, while visitors were still in the villages. Vegetation type and colour, and built heritage, emerge as key experience elements for tourists, but they were followed by a complex group of largely non-visual stimuli, including sounds, smells, tastes, people contact, “nature” in its wider sense, and the past. The potential for sustainable tourism development based on this rich array of key elements is addressed, along w...

Landscape and the rural tourism experience: identifying key elements, addressing potential, and implications for the future.

Although tourism is one of the most dynamic economic activities worldwide, few studies have been conducted on the potential role of market segmentation based on visitors' expenditure level at the destination in order to define strategies for maximizing the economic benefits of tourism for local destinations. This study extends the research undertaken in this area by identifying different clusters of visitors, in a Portuguese mountain destination, according to the level and patterns of visitors' expenditure during the visit. Four distinct segments were identified and show statistically significant differences regarding their economic relevance for the destination, sociodemographic profile, and trip behavior. This study contributes to the discussion of analytical marketing tools available in the context of destination planning, aiming at the definition of strategies that may maximize the economic contribution of tourism for local economic development.

Expenditure-Based Segmentation of a Mountain Destination Tourist Market

Rural areas have attracted increasing interest as a space for leisure and tourism, as a result of recent trends in tourism demand, especially from urban populations. However, although the literature on the tourist experience has increased significantly in the past decades, the tourist experience of visiting rural areas remains a relatively understudied field of research. In this context, this paper aims to analyse the nature of the tourist experience in a rural context, focusing on the tourists’ point of view. Concretely, in-depth interviews were conducted with 44 individuals who had visited rural areas, aiming at a deeper understanding of the three phases of the tourist experience: (i) pre (planning, expectations and motivations); (ii) during (events occurred during the visit); and (iii) after the experience (satisfaction, memories and evaluation of the visit). The results show that the countryside is imagined as a space opposed to the negative aspects of the urban space, ideal for resting, recovering forces and living as a family, often associated with the possibility of getting to know the “ancient” and “traditions”. However, results also show that rural tourism destinations should seek alternatives to create a dynamic that attracts/ satisfies tourists without damaging their natural, cultural and social resources.

http://www.tmstudies.net/index.php/ectms/article/viewFile/335/553

The integral rural tourism experience from the tourist's point of view - a qualitative analysis of its nature and meaning*

Tourism destinations are facing intense and increasing competition worldwide, while consumers are ever more demanding, requiring not only service quality but also socially responsible and sustainable destinations. In this context, developing accessible tourism at a destination may help gain competitiveness in an underserved, typically most loyal market. Developing accessible tourism may also create a culture of social responsibility. This would enhance a shared, human and involving vision of the destination amongst stakeholders, including tourists who increasingly value socially responsible positions of economic actors in the tourism industry. The development of this approach is shown for Lousa, a small tourism destination focusing on accessible tourism as a core of its development strategy, a strategy developed through a stakeholder participatory approach. In this chapter, we present a study that helped develop the strategic positioning of Lousa, combining qualitative and quantitative methods and integrating visions of several relevant stakeholders.

Joana Lima

Papers

Understanding and managing the rural tourism experience — The case of a historical village in Portugal

Landscape and the rural tourism experience: identifying key elements, addressing potential, and implications for the future.

Expenditure-Based Segmentation of a Mountain Destination Tourist Market

The integral rural tourism experience from the tourist's point of view - a qualitative analysis of its nature and meaning*

Accessibility as Competitive Advantage of a Tourism Destination: The Case of Lousã