Experiential communication as a creative strategy to promote Spanish tourist events
Article Sidebar
Main Article Content
Abstract
Introduction: The promotion of events is analyzed as an opportunity to generate significant experiences between customers and brands. The adequate promotion of tourist events has become an urgent challenge to attract tourists to the destination and focus the communication strategy from the experience. Methodology: We proceed to review the experiential communication strategies based on the content analysis of the description of each of the events held in Spain in 2021 and promoted on the official website of Tourism of Spain (Spain.info). Results: The main consequences determine that experiential communication is poor and creative strategies focused on experience are underdeveloped, despite the fact that tourists can live optimal experiences in events designed and organized for this purpose, the descriptions are not presented as invitations to live experiences attractive. Discussion: Given the above, it has been possible to identify factors associated with the events described as richer experiences when the experience is oriented to the educational and escapist dimension, or when it is directed to the sports segment. The Autonomous Communities with the most optimized experiential communications have been identified and the core values that are most frequently included in the richest descriptions of experiences have been deepened. Conclusions: In the end, we found that destination promoters should consider the Spain.info Agenda as a powerful tool to describe experiences that attract tourists to destination events, adding value to the brand.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material
Under the following terms:
-
Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
-
NonCommercial — You may not use the material for commercial purposes.
References
Amoroso, S., Pattuglia, S., y Khan, I. (2021) Do Millennials share similar perceptions of brand experience? A clusterization based on brand experience and other brand-related constructs: the case of Netflix. Journal of Marketing Analytics 9, 33-43. https://doi: 10.1057/s41270-021-00103-0 DOI: https://doi.org/10.1057/s41270-021-00103-0
Arimany, A. L. (2017). Las tendencias actuales del ocio y la tarea de lo humano. Ser. Colección sinergia, serie roja. Mounier.
Brakus, J.J., Schmitt, B.H., y Zarantonello, L. (2009). Brand Experience: What is It? How is it Measured? Does it Affect Loyalty?. Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.05 DOI: https://doi.org/10.1509/jmkg.73.3.52
Campillo-Alhama, C., y Martínez-Sala, A. M. (2019). Events 2.0 in the transmedia branding strategy of World Cultural Heritage Sites. El profesional de la información, 28(5), e280509. https://doi.org/10.3145/epi.2019.sep.09 DOI: https://doi.org/10.3145/epi.2019.sep.09
Carballo-Fuentes, R., Moreno-Gil, S., León González, C., y Brent Ritchie, J. R. (2015). La creación y promoción de experiencias en un destino turístico. Un análisis de la investigación y necesidades de actuación. Cuadernos de Turismo, (35), 71-94. https://doi.org/10.6018/turismo.35.221511 DOI: https://doi.org/10.6018/turismo.35.221511
Castelló-Martínez, A. y Del Pino-Romero, C. (2019). De la publicidad a la comunicación persuasiva integrada. Estrategia y empatía. Madrid: Esic.
Cervi, L., Tejedor Calvo, S., & Robledo-Dioses, K. (2023). Comunicación digital y ciudad: Análisis de las páginas web de las ciudades más visitadas en el mundo en la era de la Covid-19. Revista Latina de Comunicación Social, 81, 81–108. https://doi.org/10.4185/RLCS-2023-1845 DOI: https://doi.org/10.4185/RLCS-2023-1845
Cornelisse, M. (2018). Understanding memorable tourism experiences: A case study. Research in Hospitality Management, 8(2), 93-99. https://doi.org/10.1080/22243534.2018.1553370 DOI: https://doi.org/10.1080/22243534.2018.1553370
Cristófol, F. J., Galmes-Cerezo, M., y Cristófol-Rodríguez, C. (2019). Creation of integrated events: the case of Cervezas Victoria at the Malaga Carnival. Revista Mediterránea de Comunicación/Mediterranean Journal of Communication, 10(2), 63-71. https://doi.org/10.14198/MEDCOM2019.10.2.12 DOI: https://doi.org/10.14198/MEDCOM2019.10.2.12
Das, G., Agarwal, J., Malhotra, N.K., y Varshneya, G. (2019). Does brand experience translate into brand commitment: A mediated-moderation model of brand passion and perceived brand ethicality. Journal of Business Research 95, 479-490. https://doi.org/10.1016/j.jbusres.2018.05.026 DOI: https://doi.org/10.1016/j.jbusres.2018.05.026
Dini, M., y Pencarelli, T. (2022). Wellness tourism and the components of its offer system: a holistic perspective. Tourism Review, 77(2), 394–412. https://doi.org/10.1108/TR-08-2020-0373 DOI: https://doi.org/10.1108/TR-08-2020-0373
Galmes-Cerezo, M. (2015). Comunicación y marketing experiencial: aproximación al estado de la cuestión. Opción, 31(1),974-999. ISSN: 1012-1587. Disponible en: https://n9.cl/cbh0n
Godovykh, M., y Tasci, A. D. (2020). Customer experience in tourism: a review of definitions, components, and measurements. Tourism Management Perspectives, 35, 100694. https://doi.org/10.1016/j.tmp.2020.100694 DOI: https://doi.org/10.1016/j.tmp.2020.100694
Güzel, O. (2014). The Dimensions of Tour Experience, Emotional Arousal, and Post-experience Behaviors: A Research on Pamukkale in Turkey. Procedia - Social and Behavioral Sciences, 150, 521-530, https://doi.org/10.1016/j.sbspro.2014.09.069 DOI: https://doi.org/10.1016/j.sbspro.2014.09.069
Instituto de Turismo de España, (2019). Memoria de Gestión 2019. Turespaña. https://n9.cl/ctkhz
Instituto Nacional de Estadística (2019). Estadística de Movimientos Turísticos en Fronteras (FRONTUR) año 2018. https://n9.cl/g3y9p
Instituto Nacional de Estadística (2021). Encuesta de Gasto Turístico Junio 2021. https://n9.cl/38mqz
Ketter, E. (2021). Millennial travel: tourism micro-trends of European Generation Y. Journal of Tourism Futures, 7(2), 192-196. https://doi.org/10.1108/JTF-10-2019-0106 DOI: https://doi.org/10.1108/JTF-10-2019-0106
Lamirán-Palomares, J. M., Baviera-Puig, A., y Baviera, T. (2022). ¿Quién lidera la conversación? Los usuarios influyentes de Twitter durante un evento deportivo de nicho. Revista Mediterránea de Comunicación/Mediterranean Journal of Communication, 13(1), 383-398. https://doi.org/10.14198/MEDCOM.20488 DOI: https://doi.org/10.14198/MEDCOM.20488
Li, S., Liu, Y., Dai, S., y Chen, M. (2022). A review of tourism and hospitality studies on behavioural economics. Tourism Economics, 28(3), 843-859. https://doi.org/10.1177/13548166211060889 DOI: https://doi.org/10.1177/13548166211060889
Martín-Martin, V. (2014). La Construcción de Branding en las webs turísticas de las Comunidades Autónomas Españolas. Estudios Turísticos, 198(4º T 2013), 79-97. Madrid. Instituto de Turismo de España.
Martín-Martín, V. (2017). La importancia de la web como medio propio de comunicación en la promoción de los destinos turísticos. En J. F. García, T. de León, & E. Orozco (eds.), Las tecnologías de información y comunicación para la innovación y el desarrollo (pp. 101-109). Humboldt International University.
Martín-Martín, V., Galmes-Cerezo, M. y Arranz, I. (2022). Los eventos como creadores de branding de los destinos turísticos. En Mediaciones comunicativas. Estudios Aranzadi, Ed. Thomson Reuters-Aranzadi.
Martínez-Sala, A.M., Segarra-Saavedra, J. y Monserrat-Gauchi, J. (2018). Los millennials como prosumers y adprosumers en las redes sociales corporativas. Cuadernos.info, 43, 137-159. https://doi.org/10.7764/cdi.43.1335 DOI: https://doi.org/10.7764/cdi.43.1335
Mitas, O., y Bastiaansen, M. (2018). Novelty: A mechanism of tourists’ enjoyment. Annals of Tourism Research, 72, 98-108. https://doi.org/10.1016/j.annals.2018.07.002 DOI: https://doi.org/10.1016/j.annals.2018.07.002
Oh, H., Fiore, A.M., y Jeoung, M. (2007). Measuring Experience Economy Concepts: Tourism Applications. Journal of Travel Research, 46(2), 119-132. https://doi.org/10.1177/0047287507304039 DOI: https://doi.org/10.1177/0047287507304039
Parolin, C.F., y Boeing, R. (2019). Consumption of experiences in boutique hotels in the context of e-WOM. Tourism & Management Studies, 15(2). https://doi.org/10.18089/tms.2019.150203 DOI: https://doi.org/10.18089/tms.2019.150203
Pine, B. J., y Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97-105.
Pine, B.J., y Gilmore, J.H. (1999). The experience economy: Work is theatre and every business a stage. Boston: Harvard Business School Press.
Radder, L., y Han, X. (2015). An Examination Of The Museum Experience Based On Pine And Gilmore's Experience Economy Realms. The Journal of Applied Business Research, 31(2), 455-470. https://doi.org/10.19030/jabr.v31i2.9129 DOI: https://doi.org/10.19030/jabr.v31i2.9129
Rasoolimanesh, S.M., Seyfi, S., Hall, C.M., y Hatamifar, P. (2021). Understanding memorable tourism experiences and behavioural intentions of heritage tourists. Journal of Destination Marketing & Management, 21, 100621. https://doi.org/10.1016/j.jdmm.2021.100621 DOI: https://doi.org/10.1016/j.jdmm.2021.100621
Richards, G. (2018). Cultural tourism: A review of recent research and trends. Journal of Hospitality and Tourism Management, 36, 12-21. https://doi.org/10.1016/j.jhtm.2018.03.005 DOI: https://doi.org/10.1016/j.jhtm.2018.03.005
Sádaba, C., y Feijoo, B. (2022). Atraer a los menores con entretenimiento: nuevas formas de comunicación de marca en el móvil. Revista Mediterránea de Comunicación, 13(1), 79-91. https://doi.org/10.14198/MEDCOM.20568 DOI: https://doi.org/10.14198/MEDCOM.20568
Sánchez-Olmos, C. (2020). La experiencia de marca a través del estudio de caso de campañas de branded content musical: “Un lugar llamado mundo” de San Miguel. Miguel Hernández. Communication Journal, 11(1), 17-33. http://dx.doi. org/10.21134/mhcj.v11i0.332 DOI: https://doi.org/10.21134/mhcj.v11i0.332
Schmitt, B.H. (1999). Experiential Marketing. Journal of Marketing Management, 15(1-3), 53-67. http://doi.org/10.1362/026725799784870496 DOI: https://doi.org/10.1362/026725799784870496
Su, D.N., Nguyen, N.A.N., Nguyen, Q.N.T., y Tran, T.P. (2020). The link between travel motivation and satisfaction towards a heritage destination: The role of visitor engagement, visitor experience and heritage destination image. Tourism Management Perspectives, 34, 100634. https://doi.org/10.1016/j.tmp.2020.100634 DOI: https://doi.org/10.1016/j.tmp.2020.100634
Villar Lama, A. (2018). Ocio y turismo millennial: El fenómeno de las salas de escape. Cuadernos de Turismo, (41). https://doi.org/10.6018/turismo.41.32718 DOI: https://doi.org/10.6018/turismo.41.327181
Vinyals-Mirabent, S., Kavaratzis, M., y Fernández-Cavia, J. (2019). The role of functional associations in building destination brand personality: When official websites do the talking. Tourism Management, 75, 148-155. https://doi.org/10.1016/j.tourman.2019.04.022 DOI: https://doi.org/10.1016/j.tourman.2019.04.022
Waqas, M., Hamzah, Z.L. y Mohd Salleh, N.A. (2021). Customer experience with the branded content: a social media perspective. Online Information Review, 45(5), 964-982. https://doi.org/10.1108/OIR-10-2019-0333 DOI: https://doi.org/10.1108/OIR-10-2019-0333