21’st century. Throughout marketing managers, brand managers,
marketing academics have adopted the classic marketing discipline. This
approach has defined consumers as rational decision-making, benefit-focused
individuals. Today's consumer, however, has become more emotional
decision-making individuals than rational decision-making individuals. Consumers
are not only concerned with the functional value of the product or service they
provide to them, but they also deal with the pleasant feelings they have
created and the additional value they create in their memory. In modern
marketing, businesses are trying to establish this additional value by creating
"experience" for their customers.
Due to the humanity-based nature of the
tourism industry, consumer behavior has an important place in tourism
marketing. The analysis of consumer behavior in tourism is only possible with
the meaning of the product or service carried by the tourists and by
determining the factors that are effective in making the holiday purchase
decision. Along with the change of economic presentation, the process from
consumer to service, from service towards experiment, has revealed the concept
of experiential marketing.
Tourism products and services,
personalization and experience to have the quality of experience in terms of
experience in the economy is ahead in the race. This will provide an important
advantage in creating customer loyalty if it is guided and managed by hotel and
accommodation operators correctly.
Konular | Ekonomi |
---|---|
Bölüm | Araştırma Makaleleri |
Yazarlar | |
Yayımlanma Tarihi | 22 Aralık 2017 |
Yayımlandığı Sayı | Yıl 2017 |