Creative Marketing and Innovative Branding: An Effective Way to Attract Customers

Abstract

Recently, the demand and application of creative marketing and innovative branding have been increased surprisingly because of its ability to grab the attention of customers more quickly than any other media. The objective of this study is to investigate the dimension of effectiveness in creative marketing and innovative branding to attract customer in the tourism and hospitality industry of Bangladesh. Purposive sampling was applied to take a sample of 150 including 117 customers and 33 service providers of the tourism and hospitality industry of Bangladesh. Descriptive analysis, chi-square goodness of fit, chi-square test of independence, and binary logistic regression were performed to obtain the purpose of the study. In the bivariate test (chisquare test of independence) all of creative marketing and innovative branding strategies and tools were found significantly effective to attract customers in that specific industry. But binary logistic regression analysis identified only launching mobile apps and promoting Bangladesh's tourism is significant for customer attraction in the tourism and hospitality industry of Bangladesh among different creative marketing and innovative branding strategies and tools. Bangladesh tourism and hospitality industry should practice creative marketing and innovative branding tools and strategies to attract more customers. Contribution/Originality: The paper`s primary contribution is to investigate the dimension of effectiveness in creative marketing and innovative branding to attract customer in the tourism and hospitality industry. The findings of the study will provide some useful marketing and branding strategies and tools for the tourism and hospitality industry of Bangladesh. 1. INTRODUCTION According to Amabile and Pratt (2016) creativity is about producing novel and useful ideas, whereas innovation is its successful implementation. Amabile and Pratt (2016) defined creativity as "the production of novel and useful ideas by an individual or small group of individuals working together." Therefore, creativity marketing is the extent to which the marketing actions of a product (or service) are meaningful and novel for customers compared to usual practices in the product category (Andrews & Smith, 1996). Moreover, creativity and innovation are recognized as important drivers of an organization's performance, which also applies to the hotel industry (Yfantidou,