Roberta Maeran, Nicola Di Tella

Marketing sensoriale ed esperienziale nelle agenzie di viaggi

  • Abstract

Informations and abstract

Keywords: sensory marketing, experiential marketing, travel agencies.

The market for services related to tourism is increasingly competitive and saturated with supply; the use of sensory and experiential marketing practices can be a successful strategy to differentiate itself from competitors. The goal is to plan and enrich the shopping experience by combining entertainment, brand identity and cognitive relevance of the elements of the travel agencies through a multi-sensory stimulation of the customer who is more competent, careful and always looking for new emotions and experiences than in the past. Marketing gains a psycho- social connotation and the communication with the customers becomes more emotional and stimulating. The study presented in this paper tries to explore the evaluations and the conditions for the application of specific sensory and experiential marketing techniques applied to the travel agencies in order to propose many possible practical solutions.

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