Autori
Maeran, Roberta
Di Tella, Nicola

Titolo
Marketing sensoriale ed esperienziale nelle agenzie di viaggi
Periodico
Micro & macro marketing
Anno: 2012 - Volume: 63 - Fascicolo: 3 - Pagina iniziale: 499 - Pagina finale: 524

The market for services related to tourism is increasingly competitiveand saturated with supply; the use of sensory and experiential marketingpractices can be a successful strategy to differentiate itself fromcompetitors. The goal is to plan and enrich the shopping experience bycombining entertainment, brand identity and cognitive relevance of theelements of the travel agencies through a multi-sensory stimulation ofthe customer who is more competent, careful and always looking fornew emotions and experiences than in the past. Marketing gains a psycho-social connotation and the communication with the customers becomesmore emotional and stimulating.The study presented in this paper tries to explore the evaluationsand the conditions for the application of specific sensory and experientialmarketing techniques applied to the travel agencies in order topropose many possible practical solutions.



SICI: 1121-4228(2012)63:3<499:MSEENA>2.0.ZU;2-#
Testo completo: http://www.mulino.it/download/article/10.1431/38827
Testo completo alternativo: http://www.mulino.it/doi/10.1431/38827

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