Experiential Marketing Model for a Rural Destination ...
Transcript of Experiential Marketing Model for a Rural Destination ...
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Experiential Marketing Model
for a Rural Destination:
Wickenburg, AZ
Eunhye Grace Kim
Deepak Chhabra, PhD
School of Community Resources and Development
College of Public Service and Community Solutions
Arizona State University
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Study Objective
To examine the experiential demand
of tourists for a rural destination
To suggest an experiential marketing
model based on spending potential
Wickenburg, AZ
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Literature Review
Rural Tourism
(Bramwell & Lane 1994; MacDonald & Jolliffe, 2003;
Pedford 1996; Townes, 2003; Warnick, Bojanic & Xu 2013)
Spending Propensity
(Scott, Laws & Boksberger, 2009)
Experiential Marketing
(Alias, Roslin & Ali, 2014; Goldsmith & Tsiotsou, 2015;
Schmitt, 1999, 2011; Tsiotsou & Ratten, 2010)
Wickenburg, as a Tourist Shopping Village (TSV)
(Cox, 2013)
Customer Experience Management (CEM)
(Schmitt, 2011)
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Literature Review (Cont.)
- Experiential Marketing
Leighton (2007)
Examined the potential of experiential marketing strategy to
make heritage attractions competitive & suggested an
indicative framework to examine the scope of consumption-
based experience of heritage
Tsaur, Chiu & Wang (2007)
Experiences resulting from experiential marketing positively
influence visitor emotions and behavioral intention
Applied Schmitt(1999)’s Strategic experiential modules (SEMs)
SENSE, FEEL, THINK, ACT, and RELATE marketing strategies
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Customer Experience Management (CEM)Schmitt (2011)
To analyze tourist experience with the purpose of gaining
insight
Step 1
• Learning how tourist experiences & how elements influence
Step 2• Shaping experience platform
Step3• Institutionalizing experience platform & monitoring it
Step4
• Creating & implementing successful experience platform
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Methodology
Total of 498 on-site surveys of visitors during 2014
Response rate : 90%, Representative samples
Preferred activities/Experience sought/Motivations/Spending
Winsorized average used for analysis to compute spending
figures
Desert Caballeros Western Museum/ Del E. Webb Center for the Performing Arts/ Hassayampa River Preserve/ Vulture Mine
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Findings: Descriptive (n=498)
Yes
28%
No
72%
First visit
Yes
62%
No
38%
Main Reason:
Attraction
Yes
71%
No
29%
Primary destination
Transportation Own vehicle
Travel with Family & friends
Info source WOM & Internet
Average age 63
Ethnicity Caucasian
EducationCollege degree
or higher
IncomeMore than
$60,000Day trip
81%
Overnight
19%
Time Spent
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Findings: Descriptive (n=498)
52.8%
32.1%
8.2%
21.1%
42.0%
7.4%15.1%
0.4%
26.5%19.3%
15.7% 14.5%
Preferred Activities
31.7%
6.6%
41.6%
28.3%
40.2% 40.8%
15.7%21.5%
13.7%
21.7%
32.3%
13.1%
19.5%
4.2%
Tourism Experience Sought
3.55 3.53 3.65
2.39
3.172.70
3.29
1.75
3.16
Travel Motivation
Average spending: $202
Satisfaction : 94%
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Findings
Tourism Experience Sought (n=368)
ANOVA test (***<.01, **<.05, *<.1)
Experiential item Spending-Y ($) Spending-N ($) F value
Western hospitality 428 279 11.483***
Authentic high desert 329 171 14.669***
Good service 308 183 7.053***
Shopping 306 179 8.513***
Family fun 257 186 3.088*
Natural 241 176 3.694*
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Summary
Experience sought Spending Wickenburg website
THINK-Educational FEEL-Western hospitality SENSE, FEEL & ACT
FEEL-Relaxation THINK-Authentic high desert
SENSE-Natural FEEL-Good service
RELATE-Cultural ACT-Shopping
RELATE-Social RELATE-Family fun
ACT-Entertainment SENSE-Natural
Different Types of Experience
(Strategic Experiential Modules)
THINK & FEEL types of experiences: Revenue generators
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Recommendations
Increase appeal of the town to attract lucrative markets
Cognitive experience (THINK, educational)
Emotional experience (FEEL, affective)
Adapt Schmitt’s CEM
Step 1&2: Suggested for Wickenburg
Step 3&4: Wickenburg Chamber of
Commerce needs to consider
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Thank you!
Acknowledgement
Julie Brooks, Executive DirectorWickenburg Chamber of Commerce
Karla Scotts, MS
Shengnan Zhao, Ph.D
Lana Olsen, Graduate research assistant
Geoff Lacher, Ph.D
&Dallen Timothy, Ph.D
Arizona State University