MODERN DIRECTIONS IN TOURISM MARKETING STRATEGIES: BRANDING AND THE EXPERIENCE ECONOMY
Keywords:
ourism marketing, branding, experience economy, customer engagement, competitive advantage, tourism strategy, experiential tourism, destination branding, consumer behavior, service innovation.Abstract
This study explores contemporary directions in tourism marketing strategies, emphasizing branding and the experience economy. It examines how tourism businesses leverage brand identity and immersive experiences to attract, engage, and retain customers in a highly competitive market. The research analyzes current trends, innovative practices, and the economic impact of experiential tourism on consumer behavior and loyalty. Findings indicate that strategic branding and the creation of memorable experiences are critical drivers of competitive advantage, revenue growth, and sustainable success in the tourism industry.
References
1. Kotler, P., Bowen, J., & Makens, J. (2016). Marketing for Hospitality and Tourism. 7th Edition. Pearson.
2. Pine, B. J., & Gilmore, J. H. (1999). The Experience Economy: Work Is Theatre & Every Business a Stage. Harvard Business School Press.
3. Morrison, A. M. (2019). Marketing and Managing Tourism Destinations. Routledge.
4. Morgan, N., Pritchard, A., & Pride, R. (2011). Destination Brands: Managing Place Reputation. 3rd Edition. Routledge.
5. Gursoy, D., Chi, C. G., Lu, L., & Nunkoo, R. (2019). Consumers’ acceptance of artificially intelligent (AI) device use in service delivery. International Journal of Information Management, 49, 157–169.
6. Sigala, M. (2020). Social media and customer engagement in the hotel industry. Tourism Management Perspectives, 35, 100694.
7. Hsu, C. H. C., & Huang, S. (2019). Customer satisfaction and loyalty in the tourism and hospitality sectors. International Journal of Contemporary Hospitality Management, 31(2), 691–709.
8. Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet. Tourism Management, 29(4), 609–623.
9. Kladou, S., & Kehagias, J. (2014). Place branding and visitor loyalty in cultural tourism destinations. Tourism Management, 45, 243–250.
10. Kim, W., & Mauborgne, R. (2015). Blue Ocean Strategy, Expanded Edition. Harvard Business Review Press.
