Experiential Marketing and Vacation Experience: The Sample of Turkish Airlines*

Abstract

Customer demands that change with competitive circumstances of modern day, force firms improve themselves for new strategies to differentiate them from their competitors and to acquire competitive advantage. Therefore, in the experience economy we live through; marketing theorists and implementers are in search of unique and entertaining experiences to create customer dependence. In this context, strategies of marketing world has changed and developed to provide consumer experience rather than selling product and service. Experience is the main component of experiential marketing and it aims to make consumers respond, act actively to purchase and gain different feelings, different perceptions in consequence of their experiences. For that purpose, experience creates varied revivers such as special areas, atmospheres, new settlements.In terms of airline sector; fast changing life styles, intense work periods and desire of award oneself after those hard periods, increasing expectations of people about using their spare time valuable and amusing; support travel and experience activities. With reference to this assumption; experiential brand qualification of Turkish Airlines, experiential qualification of services Turkish Airlines offer and how these services affect travel experience and position of Turkish Airlines about following experiential marketing activities will be determined and after the literature review about experiential marketing and experiential marketing implementations. Travel experience perceptions of consumers will be specified as well. It will also be examined if there is any difference about travel experience perceptions according to consumers who have different socio-demographic characteristics. A sample survey will be fulfilled for the study.

Healthy Water-Based Tourism Experiences: Their Contribution to Quality of Life, Satisfaction and Loyalty

“…The study's findings show how tourism products linking water and health are a suitable response to the current desires and needs of modern tourists, increasingly interested in living authentic, educational and emotional experiences during their holiday time [1,7]. Moreover, this research confirms the important role that water-based experiences have on enhancing the tourists' perceptions of quality of life, and how this drives tourists' satisfaction and future loyal behaviours, with a special emphasis on behavioural intentions towards a specific kind of experience (water-based in this context).…”

“…The tourism industry is undergoing a substantial change. The advance in new technologies and a skilled and demanding consumer target means that the organisations and destinations need new marketing and management tools to meet the modern tourists' expectations and the industry's requirements for innovation [1].…”

“…This work tries to assess tourism activities based on binomial water-health through the experience model proposed by Pine and Gilmore [20]. This is an original contribution to tourism research as it is the first attempt: (1) to obtain an integrative perspective about the phenomenon of tourism experiences based on water and health; (2) to offer new ideas for tourism products development using water in a non-consumptive way, in line with the modern tourists' demand of experientiality and wellbeing; (3) to test whether water-based activities accomplish the objective of enhancing individuals' quality of life which, in turn, can contribute to driving tourists' loyal behaviours.…”

Experiential Tourism and Experiential Marketing: An Innovative Approach

“…In this sense, traditional marketing has to evolve to experiential marketing, in order to respond to a highly competitive market demanding, not only with product categories and rivalry, but also with consumer's characteristics and investigation methods [40]. Experiential marketing appears has an understanding of an integrated thinking of traditional marketing [14,41], focused on consumption as a holistic experience [42]. Two investigations, the first one carried out by [43], and the second one by [44], used Schmitt's strategic modules, in order to understand the impact of experiential marketing on the perception of the tourist experience.…”

Change Of Museum Experience In Goreme Open Air Museum Accordance Wıth Demographic Charecterıstics

“…Deneyim hizmet sektöründe yeni çalışılan bir konu olarak karşımıza çıkmaktadır. Literatür incelendiğinde deneyimsel pazarlama kavramı daha çok turizm endüstrisinde çeşitli alanlarda çalışılmış bir konu olarak belirlenmiştir (Lee vd., 2008;Kao vd., 2008;Yuan vd., 2008;Lin vd., 2009;Walls, 2009;Yang, 2009;Jurowski, 2009;Tung, 2009;Chui vd., 2010;Lai ve Chou, 2010;Wang ve Lin, 2010;Harrington vd., 2011;Burton ve Wakenshaw, 2011;Richardson, 2012;Lui vd., 2012;Liu vd., 2013;Liu, 2013;Aydın ve Selçuk, 2014;Alagöz ve Ekici, 2014;Güzel, 2014). Destinasyona gelen turistik tüketici bölge müzelerini ziyaret ederek bir müze deneyimi yaşamaktadır.…”