ABOUT THE GLOBAL HOSPITALITY AND TOURISM CONFERENCE - 2020

 

 

 

 

Today, marketing is not simply a business function rather it’s a philosophy, a way of thinking and way of sailing your business in the vibrant market place. The tourism and hospitality industry offers complex experiences and services to its customers in a very competitive and global marketplace. The marketers deal with issues relating to identification of target market / consumers, adopt suitable strategies to promote the product and finally to ensure customer value, satisfaction and loyalty from this consumption. Therefore, marketer must have the sense to satisfy consumer needs, contribute in developing products / services that provide superior values and distributing them effectively. The tourism and hospitality products, because of its unique intrinsic qualities are difficult to promote to the potential consumers. The planners, academicians and upcoming professionals need to develop the understanding of hospitality / tourism products for its precise marketing.  

 

There is a growing importance of experiential marketing in tourism literature and researches. Pine and Gilmore coined the concept ‘‘experience economy’’ in 1998 and reasoned that the economy was progressing from a service paradigm into an experience paradigm. Since then, the experiential paradigm has been drawing enormous attention from both the researchers and industry practitioners belonging to different disciplines such as marketing, sociology, anthropology, psychology, etc. The demand for memorable experiences is a major trend in the tourism industry and that destinations now compete more and more by emphasizing their experiences. The search for novel tourism experience offerings is particularly important for destinations that are suffering from stagnant or declining tourist interest to renew curiosity among tourists.

 

Experiential marketing roots its origin in the early 1980s, when it was suggested to shift from primarily utilitarian conceptions of consumer behavior towards an expanded experiential and phenomenological perspective where hedonic, symbolic, and aesthetic aspects of consumption are key aspects to be considered when grasping to fully understand consumption acts. Beyond offering consistently high value and satisfaction, marketing can use specific marketing tools to develop stronger bonds and creation of memorable experience for the customers. Despite the long and deep range of works devoted to understand consumer experience, there is a wide diversity and range of meanings attached to the concept of experience, causing a lack of universal consensus on its definition. Indeed, the word “experience” is among the most used and misused in marketing literature and a need of framing what experience is and how it can be defined still remains.

 

There are two approaches to the study of tourism experiences; the social science approach and the marketing/management approach. The first one is characterized as the tourist experience and is understood to be something that is in sharp contrast or directly opposite to the daily experience.

From the marketing/management perspectives, it is the tourist consumption experience with in various service exchange relationships and such experiences necessitate the involvement and participation of the tourist. Despite the long and deep range of works devoted to consumer experience, there is a wide diversity and range of meanings attached to the concept of experience, causing a lack of universal consensus on its definition. Indeed, the word “experience” is among the most used and misused in marketing literature and a need of framing what experience is and how it can be defined still remains.

 

The demand for memorable experiences is a major trend in the tourism industry and that destinations now compete more and more by emphasizing their experiences. The search for novel tourism experience offerings is particularly important for destinations that are suffering from stagnant or declining tourist interest to renew curiosity among tourists. Significant changes are occurring in the nature of customer brand relationships. Many major brands are now investing in the creation of permanent brand experience. Today digital technologies, internet, artificial intelligence, and the surge in online, mobile and social media have profoundly changed the way of individuals to do business transactions. A growing form of consumer engagement marketing is consumer generated marketing, by which consumers themselves are playing a bigger role in shaping his or her own consumption experience and those of others.  

Therefore, the Global Hospitality and Tourism Conference - 2020 (GHTC-2020) on Experiential Management and Marketing will offer a platform for academicians,  research scholars, policy makers, industry practitioners and the budding tourism / hospitality professionals to exchange views, discussion and presentation within the domain of  experiential management and marketing.

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