3.0 The Experience Economy 3.1 Introduction 3.1.1 Experience as swop As Robertson & Wilson (2008) state In a world where consumers be growing more(prenominal) and more indifferent or cynical towards advertising, marketers ar faced with the dispute of finding refreshing ways to fix the attention of their audience (p.24). Increasingly merchandising is perceived as lacking supposition in its look for methods. The result is that research is non producing new insights into customers behavior, arguably because they ar encumbered by tralatitious segmentation, which is not as powerful as revealing attitudes and jimmy sets (NZ Marketing Magazine, 2003). As a result of the confusion engendered by oftentimes merchandising theory, marketing and consumer researchers began to appreciate the importance of sybaritic pulmonary tuberculosis and the existential aspects of consumer behavior (Kao, 2008; Holbrook, 2000). This has increasingly resulted in coetaneous sparing ac tivity aiming not for output, but for dwell via ingestion (Lebergott, 1993). experiential marketing is arguably one of marketings close present-day(a) orientations, with academics, practitioners and enterprises paying increasing attention to consumers experience and its constituents everywhere the past few decades (Palmer et al., 2009).
However, as with many contemporary marketing innovations it appears to bind been largely overlooked by those knobbed in tourism and hospitality marketing (Hannam, 2004; Morgan et al., 2002).The purpose of this chapter is to lay out the experiential marketing framework and c onsider its role in marketing in the contemp! orary hospitality sector. I discussed in Chapter 4 the argument that aspects of contemporary tourism and hospitality consumption have reflected the phenomena of postmodernism. Whilst, as we have discussed, it is accepted that there are problems with probe tourism and hospitality marketing through a postmodern orientation, it clearly encompasses a broad range of consumer...If you wishing to locomote a full essay, order it on our website: OrderCustomPaper.com
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