Experimental Marketing in Hotel Operations

Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Autumn 2017

16 Pages Posted: 19 Apr 2019

See all articles by Dr.Sc. Luan Vardari

Dr.Sc. Luan Vardari

University of Prizren

Dena Arapi

University of Prishtina - Faculty of Law

Date Written: March 21, 2017


Throughout 21’st century, marketing managers, brand managers, marketing academics have adopted the classic marketing discipline. This approach has defined consumers as rational decision-making, benefit-focused individuals. Today’s consumer, however, has become more emotional decision-making individuals than rational decision-making individuals. Consumers are not only concerned with the functional value of the product or service they provide to them, but they also deal with the pleasant feelings they have created and the additional value they create in their memory. In modern marketing, businesses are trying to establish this additional value by creating “experience” for their customers.

Due to the humanity-based nature of the tourism industry, consumer behavior has an important place in tourism marketing. The analysis of consumer behavior in tourism is only possible with the meaning of the product or service carried by the tourists and by determining the factors that are effective in making the holiday purchase decision. Along with the change of economic presentation, the process from consumer to service, from service towards experiment, has revealed the concept of experiential marketing.

Tourism products and services, personalization and experience to have the quality of experience in terms of experience in the economy is are ahead in the race. This will provide an important advantage in creating customer loyalty if it is guided and managed by hotel and accommodation operators correctly.

Keywords: Experiential marketing, hotel management, Business, Kosovo, Turkey

JEL Classification: M3, G32

Suggested Citation

Vardari, Luan and Arapi, Dena, Experimental Marketing in Hotel Operations (March 21, 2017). Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Autumn 2017, Available at SSRN: https://ssrn.com/abstract=3357866 or http://dx.doi.org/10.2139/ssrn.3357866

Luan Vardari (Contact Author)

University of Prizren ( email )

1 Shkronjat
Prizren, Kosovo 20000

Dena Arapi

University of Prishtina - Faculty of Law ( email )

Prishtina, KS Prishtina 10000

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