Tourism industry employing personal experience marketing tools

Tatiana Krivosheeva; Natalya Khavanova; Vadim Osokin

doi:10.12737/4092

TOURISM INDUSTRY EMPLOYING PERSONAL EXPERIENCE MARKETING TOOLS Tourism industry employing personal experience marketing tools

АА Аа

Published in Services in Russia and abroad · Volume 8, Issue 3 · Pages 3–14 · Rubric: DEVELOPMENT OF THESERVICE ENVIRONMENT IN THE HOSPITALITY SPHERE

DOI: https://doi.org/10.12737/4092

Received: 26.05.2014 Accepted: 26.05.2014 Published: 26.05.2014 Language of publication: RUS

Authors

Tatiana Krivosheeva

Natalya Khavanova

Vadim Osokin

Tatiana Krivosheeva

Natalya Khavanova

Vadim Osokin

ABSTRACT

With the concept of the experience economy in place, the evolution of the exchange object has made a step further to integrate experiences, calling forth a need for a marketing complex which would reflect the experiences and manage them. The concept of experience marketing was established and developed alongside the development of the concept of experience economy. Many scientists view tourism as a sector of service economy, which suggests that, as applied to the tourism industry, the experience marketing instrument will promote a sustained development of tourist service consumer catering activities.

KEYWORDS

experience marketing, experience economy, instrument, brand, event-based marketing, even marketing

Text

Одним из основоположников маркетинга впечатлений стал профессор Бернд Шмитт из Стэндфордского университета. За период 1999–2014 гг. он опубликовал более 10 работ, посвященных формированию потребительского опыта, ощущений, впечатлений и использованию этих аспектов в маркетинге. Исследования ученого в этой области были начаты с постановки концепции маркетинга впечатлений, определения его роли и инструментария в деятельности компании. Эта концепция стала основной и получила дальнейшее развитие [19, 20], что доказывает ее востребованность агентами рынка и актуальность для современных компаний. Спецификой маркетинга впечатлений, по его мнению, являются:

целевые усилия компании на формировании необходимых потребителю впечатлений;
активное использование в целях формирования впечатлений различных аспектов эксплуатации продукта;
изучение рациональных и эмоциональных аспектов в поведении потребителей и их использование в представлении продукта;
создание целостного образа продукта благодаря комплексу разнообразных впечатлений.

Б. Шмитт доказал наличие прямой взаимосвязи между впечатлениями и лояльностью, призывая «превращать потребителей в адвокатов» [24] компании. В частности, он утверждал, что конкурентные позиции компаний в настоящее время зависят от того, насколько им удается создавать желаемые впечатления от использования продукта потребителем, что, в свою очередь, складывается под воздействием следующих факторов:

использование информационных технологий;
характерные особенности бренда;
единая система маркетинговых коммуникаций;
организация мероприятий и торжеств [20].

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JATS XML

Editor-in-Chief, editorial board chair

GOST

Krivosheeva T., Khavanova N., Osokin V. Tourism industry employing personal experience marketing tools // Services in Russia and abroad. 2014. no. 3. pp. 3-14. DOI: https://doi.org/10.12737/4092. (Date of access 20.09.2026).

MLA

Tatiana Krivosheeva, Khavanova N., Osokin V.. "Tourism industry employing personal experience marketing tools." Services in Russia and abroad 8.3 (2014): 3-14. DOI: https://doi.org/10.12737/4092.

APA

Krivosheeva T., Khavanova N., Osokin V. (2014). Tourism industry employing personal experience marketing tools. Services in Russia and abroad, 8(3), 3-14. https://doi.org/10.12737/4092

Chicago

Tatiana Krivosheeva, Khavanova N., Osokin V.. "Tourism industry employing personal experience marketing tools." Services in Russia and abroad 8, no. 3 (2014): 3-14. https://doi.org/10.12737/4092.

WIKI

{{cite journal | author = Krivosheeva T., Khavanova N., Osokin V. | title = Tourism industry employing personal experience marketing tools | journal = Services in Russia and abroad | year = 2014 | volume = 8 | issue = 3 | pages = 3-14 | doi = 10.12737/4092 }}

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TOURISM INDUSTRY EMPLOYING PERSONAL EXPERIENCE MARKETING TOOLS Tourism industry employing personal experience marketing tools

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