| By: |
Marios Sotiriadis (NBU - Ningbo University);
Shiwei Shen (NBU - Ningbo University) |
| Abstract: |
The present conceptual paper considers the challenge of agility - as an
approach for flexibility and adaptability in times of disruption and crises –
in the field of tourism marketing and from the tourists' perspective. The aim
is to suggest a framework for designing and implementing the approach of agile
marketing in the field of tourism experiences by focusing on tourist consumer.
The approach is based on two models, i.e., the concept of tourism experience
analysed in terms of the model of customer journey/travel life cycle and the
8Ps model for integrated services marketing strategies. The main underlying
idea is that the agile marketing approach is regarded as a methodology linking
in an efficient, effective, adaptable and flexible manner, as well as a quick
response and adaptation to the tourist consumer markets (requirements and
expectations) by the key tourism actors (tourism destinations and suppliers),
in implementing suitable and adequate tools. The main focus being on the
tourists, that is the reason why the proposed framework is named
tourist-driven marketing agility. |
| Keywords: |
Tourism experience, Marketing agility, Customer decision journey, Services integrated marketing, Marketing, 8Ps model |
| Date: |
2022–11–08 |
| URL: |
http://d.repec.org/n?u=RePEc:hal:journl:hal-04088878&r=tur |