Arts in Development of Tourist Experiences
Keywords:tourism, arts, culture, experience marketing, holistic marketing, marketing strategies
The paper presents theoretical and practical aspects of the impact of arts on tourist experiences. The paper will analyse both theoretical and practical aspects of experience marketing of art's events on tourist experiences. In empirical research, the paper will present results about the segmentation of target groups of tourists who choose a tourist destination on the basis of arts events, as well as their satisfaction with arts events, exhibitions, concerts, theatres events, literary events at the time happened in the chosen destination. Results of research about tourist's satisfaction would be important for further research on the development of a tourist destination as a brand. Social media, blog, post have an impact on the development of tourist experiences, based on art experiences.
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Battaglia, L., Santagostino, M. R., Bargauan, V. (2017), “Arts in Italy: development trough experiential marketing. Some empirical evidences“, In Campbell, C. L. (Ed.), The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World, Springer, Cham, pp. 104-113.
Colbert, F., Dantas, D. C. (2019), “Customer relationships in arts marketing: a review of key dimensions in delivery by artistic and cultural organizations“, International Journal of Arts Management, Vol. 21, No. 2, pp. 4-14.
Ćorović, B., Janičić, R. (2018), "Challenge of holistic marketing in artistic projects". Marketing, Vol. 49, No. 2, pp. 105-112.
Experience Marketing Association. (2011), “Homepage“, available at: https://experiencemarketingassociation.org/ (15 March 2020)
Huang, S. H. (2019), “Research on museum’s art exploration and strategic experiential models for children“, Journal of Arts and Humanities, Vol. 8, No. 3, pp. 85-94.
Kotler, P., Keller, L. (2008), Marketing management, 12th edn., Prentice Hall, New York.
Kotler, P., Keller, L. (2016), Marketing management, 15th edn., Prentice Hall, New York.
Le, D., Scott, N., Lohmann, G. (2019), “Applying experiential marketing in selling tourism dreams“, Journal of Travel & Tourism Marketing, Vol. 36, No. 2, pp. 220-235.
Markus, Z., Perovic, Dj., Pekovic, S., Popovic, S. (2019), “Assessing tourist revisit intention through the sports and recreational services offered”, Business Systems Research, Vol. 10, No. 2, pp. 141-150.
Pelsmacker, P., Geuens, M., Bergh, V. (2007), Marketing Communications, Prentice Hall, London.
Rialti, R., Zollo, L., Ciappei, C., Laudano, M. (2016), “Digital cultural heritage marketing: The role of digital technologies in cultural heritage valorization“, 2016 Global Marketing Conference at Hong Kong, 24-24 July, Global Alliance of Marketing & Management Associations, Seoul, pp. 1062-1063.
Same, S., Larimo, J. (2012), “Marketing theory: experience marketing and experiential marketing“, in Ginevicus, R., Rutkaustas, A. V., Stankeviciene, J. (Eds.), 7th International Scientific Conference Business and Management 2012, 10-11 May, Vilnius Gediminas Technical University, Vilnius, Lithuania, pp. 480-487.
Skandalis, A., Byrom, J., Banister, E. (2019), “Experiential marketing and the changing nature of extraordinary experiences in post-postmodern consumer culture“, Journal of Business Research, Vol. 97, pp. 43-50.
Stanovčić, T., Peković, S., Vukčević, J., Perović, D. (2018), “Going entrepreneurial: agro-tourism and rural development in Northern Montenegro”, Business Systems Research, Vol. 9, No. 1, pp. 107-117.