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Marketing Opportunities For Managing Customer Experience With The Tourist Brand

Author

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  • Todor Dyankov

    (University of Economics - Varna)

Abstract

The generl goal of this research study is to rethink the marketing opportunities to manage the customer experience with the tourism brand based on some world-renowned marketing innovations in tourism. The ongoing global pandemic crisis poses challenges to the future successful development of tourism 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 contact with the brand is becoming more and more demanding. Overcoming travel fears is in alignment with the restoration of the customer trust in the tourist brand. The transformation of tourism brand is still to come and the key to a successful completion is the new way of managing the customer experience.

Suggested Citation

  • Todor Dyankov, 2020. "Marketing Opportunities For Managing Customer Experience With The Tourist Brand," Anniversary Scientific Conference with International Participation TOURISM AND CONNECTIVITY 2020, University publishing house "Science and Economics", University of Economics - Varna, issue 1, pages 349-355, October.
    • Handle: RePEc:vra:pr2010:y:2020:i:1:p:349-355
    DOI: 10.36997/TC2020.349
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    References listed on IDEAS

    as
    1. Hoch, Stephen J, 2002. "Product Experience Is Seductive," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(3), pages 448-454, December.
    2. 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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    More about this item

    Keywords

    Experience Marketing; Brand Experience; Customer experience; Marketing innovations; Tourism;
    All these keywords.

    JEL classification:

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

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