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Customer Experience with Tourist Brands - New Challenges After Pandemia

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  • Todor Dyankov

    (University of Economics - Varna, Varna, Bulgaria)

Abstract

The research paper suggests some new visions and rethinking of marketing opportunities to manage the brand experience of customers in tourism based on contemporary marketing innovations in times of pandemia. The ongoing global pandemic crisis poses challenges to the future profitable and sustainable development of tourism business and in particular tourism brands. The revival of the tourist brand is based on the inevitable process of total digitalization of business and market processes on one hand, but on the other hand the living human touch with the brands and the relevant humanity of brands are becoming more and more demanding factors for success. Overcoming fears for travelling in the after pandemia tourist mind seems to be in alignment with the retrieval of the customer's trust in the tourist brand. The transformations of tourism brands are still to come and the key to the successful completion is the new way of managing the customer experience.

Suggested Citation

  • Todor Dyankov, 2020. "Customer Experience with Tourist Brands - New Challenges After Pandemia," Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, Union of Scientists - Varna, Economic Sciences Section, vol. 9(2), pages 53-59, August.
    • Handle: RePEc:vra:journl:v:9:y:2020:i:2:p:53-59
    DOI: 10.36997/IJUSV-ESS/2020.9.2.53
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    File URL: http://su-varna.org/journal/IJUSV-ESS/2020.9.2/53-59.pdf
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    References listed on IDEAS

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    1. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    2. Hoch, Stephen J, 2002. "Product Experience Is Seductive," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(3), pages 448-454, December.
    3. Joy, Annamma & Sherry, John F, Jr, 2003. "Speaking of Art as Embodied Imagination: A Multisensory Approach to Understanding Aesthetic Experience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(2), pages 259-282, September.
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    Cited by:

    1. Ana Maria Mihaela Iordache & Alexandru Ionescu & Vlad Gabriel Cârstea & Hanna Chung & Nicoleta Rossela Dumitru & Bogdan Glăvan, 2023. "Scenarios to Improve E-Commerce SMEs Activity Based on Their Classification: A Case Study on Romania," Sustainability, MDPI, vol. 15(15), pages 1-19, August.
    2. Todor Dyankov, 2021. "Tourism Revival – New Horizons After The Pandemia," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 5, pages 36-41, October.

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    More about this item

    Keywords

    Experience Marketing; Customer experience; Brand experience; Tourism brands; Innovations;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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