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Tourist consumer-driven agility : A framework for tourism marketing

Author

Listed:
  • 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.

Suggested Citation

  • Marios Sotiriadis & Shiwei Shen, 2022. "Tourist consumer-driven agility : A framework for tourism marketing," Post-Print hal-04088878, HAL.
    • Handle: RePEc:hal:journl:hal-04088878
    Note: View the original document on HAL open archive server: https://hal.science/hal-04088878
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    References listed on IDEAS

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    1. Jose Weng Chou Wong & Ivan Ka Wai Lai & Zhang Tao, 2020. "Sharing memorable tourism experiences on mobile social media and how it influences further travel decisions," Current Issues in Tourism, Taylor & Francis Journals, vol. 23(14), pages 1773-1787, July.
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    More about this item

    Keywords

    Tourism experience; Marketing agility; Customer decision journey; Services integrated marketing; Marketing; 8Ps model;
    All these keywords.

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