Experiential Consumption and Marketing in Tourism within a Cross-Cultural Context

Antónia Correia, Alan Fyall, Metin Kozak

• Publisher: Goodfellow Publishers
• Year: 2019
• ISBN:
  9781911396994
• Topic: Business
• Subtopic: Hospitality, Travel & Tourism Industry
• Index: Business

Culture is the entangling web of symbols, sounds, rituals, rites and practices by which we become persons and by which we can grow. Culture is often the reason for travel, and both bargain and barrier in its consumption. Underpinned by globalization, tourism is both enabling and threatening culture and its practices, as business commodifies authentic differences. This book includes contributions that analyze and critique initiations to culture, and reports on the facilitation, celebration and sharing of culture through tourism and how each is manifested in tourism marketing theory, policy and practice. It contains case examples of the opportunities, best practices, aims, pitfalls and mistakes of those tourism businesses which have culture as their core experience as well as cases of where different tourists are engaged in exploring and learning about other cultures. In addition, the book contains chapters on the below themes of interest where culture has contributed strongly to their outcomes: the roles of tourists, locals and communities, events, business practices in facilitating and sharing culture, relationship marketing, experiential marketing, cross-border marketing, product differentiation and market segmentation, shopping experiences, storytelling and visual narrative analysis.Part of the Advances in Tourism Marketing series - a series of cutting-edge research-informed edited books that introduce the reader to a range of contemporary marketing phenomena in the domain of travel and tourism.

Table of contents

• Cover
• Title Page
• Contents
• 1 Introduction
• Part I: Destination Experiences
• 2 Satisfaction and place attachement in a mature destination
• 3 The relationship between servicescapes and tourists’ evaluation of shops
• 4 Experiential components of tour guiding in package tours
• 5 Terrorism and tourism revisited
• 6 Exploring the senses from the visitors’ perspectives of the Cape Verde Islands
• 7 The eWOM effects on service performance in hospitality
• Part II:Motivations and Identity
• 8 Motivations to travel to Macau: a multi–group analysis
• 9 Being outbound Chinese tourists: An identity perspective
• Part III: Narratives and Storytelling
• 10 Managing the co-creation of narratives in the heritage sector: The Surgeons’ Hall Museum, Edinburgh
• 11Storytelling tourist experiences in the websites of world heritage historical centers
• Part IV: Gastronomy Experiences
• 12 The role of local gastronomy in destination marketing
• 13 Innovations in the wine tourism experience: The case of Marqués de Riscal
• 14 Understanding memorable enogastronomic experiences: A qualitative approach
• 15 Conclusion