1. bookVolume 84 (2020): Issue 1 (December 2020)
Journal Details
License
Format
Journal
eISSN
2335-8750
First Published
16 Apr 2017
Publication timeframe
2 times per year
Languages
English
access type Open Access

Assessment of the Impact of Experience Marketing Dimensions on City Loyalty

Published Online: 29 Jan 2021
Volume & Issue: Volume 84 (2020) - Issue 1 (December 2020)
Page range: 113 - 126
Received: 10 Aug 2020
Accepted: 10 Dec 2020
Journal Details
License
Format
Journal
eISSN
2335-8750
First Published
16 Apr 2017
Publication timeframe
2 times per year
Languages
English
Abstract

The article aims to identify the importance of experience marketing dimensions for city residents’ and visitors’ loyalty. The theoretical part of this article analyses the concepts of experience and city marketing, city customers and their importance to the city, and distinguishes the main dimensions of experience marketing in the city. During the quantitative research, the impact of experience marketing dimensions on the loyalty of Kaunas city residents and visitors was determined. Also, using regression analysis the relation between the evaluation of experience marketing dimensions of Kaunas city residents and visitors and the behavioural and attitudinal loyalty was established.

Keywords

1. Braun, E. (2008). City Marketing: Towards an Integrated Approach. – Erasmus Research institute of Management. Rotterdam: Erasmus School of Economics.Search in Google Scholar

2. Brun, I., Rajaobelina, L., Ricard, L., Berthiaume, B. (2017). Impact of Customer Experience on Loyalty: A Multichannel Examination // The Service Industries Journal. Vol. 37(5–6), pp. 317–340. doi: 10.1080/02642069.2017.1322959.10.1080/02642069.2017.1322959Search in Google Scholar

3. Goovaerts, P., van Biesbroeck H., van Tilt, T. (2014). Measuring the Effect and Efficiency of City Marketing // Procedia Economics and Finance. Vol. 12, pp. 191–198. doi: 10.1016/s2212-5671(14)00335-9.10.1016/S2212-5671(14)00335-9Search in Google Scholar

4. Hauser, E. (2007). Brandweek: Experiential Marketing, in Experiential Marketing Forum. 26 July 2007. Internet access: < http://ixma.org/articles/brandweek072607.pdf>, [accessed March 15, 2020].Search in Google Scholar

5. Kazançoğlu, İ., Dirsehan, T. (2014). Exploring Brand Experience Dimensions for Cities and Investigating their Effects on Loyalty to a City // Business & Economics Research Journal. Vol. 5, pp. 17–37. Internet access: <https://www.researchgate.net/publication/272498236_Exploring_Brand_Experience_Dimensions_for_Cities_and_Investigating_Their_Effects_on_Loyalty_to_a_City>, [accessed May 16, 2020].Search in Google Scholar

6. Lemon, K. N., Verhoef, P. C. (2016). Understanding Customer Experience throughout the Customer Journey // Journal of Marketing. Vol. 80(6), pp. 69–96. doi: 10.1509/jm.15.0420.10.1509/jm.15.0420Search in Google Scholar

7. McKercher, B., Denizci-Guillet, B., Ng, E. (2012). Rethinking Loyalty // Annals of Tourism Research. Vol. 39, pp. 708–734. doi: 10.1016/j. annals.2011.08.005.Search in Google Scholar

8. Melović, B., Mitrović, S., Đokaj, A. (2017). City-brand Building – from city marketing to City Branding // Proceedings of the Faculty of Economics in East Sarajevo. Vol. 14, pp. 51–59. doi: 10.7251/ZREFIS.Search in Google Scholar

9. Oguztimur, S., Akturan, U. (2016). Synthesis of City Branding Literature (1988–2014) as a Research Domain // International Journal of Tourism Research. Vol. 18(4), pp. 357–372. doi: 10.1002/jtr.2054.10.1002/jtr.2054Search in Google Scholar

10. Piliutytė, J. (2005). Rinkodaros metodų taikymo teoriniai aspektai miestų plėtros kontekste. Viešoji politika ir administravimas. Vol. 11, pp. 95–101. Internet access: <https://www.mruni.eu/upload/iblock/2bc/10_j.piliutyte.pdf>, [accessed March 26, 2020].Search in Google Scholar

11. Popescu, R. I. (2009). The Branding Potential of Bucharest. Strategy and Success Factors // Theoretical and Empirical Researches in Urban Management. Vol. 4(13), pp. 9–27. Internet access: <https://www.jstor.org/stable/24872626?seq=1#metadata_info_tab_contents>, [accessed March 28, 2020].Search in Google Scholar

12. Rather, R. A. (2019). Customer Experience and Engagement in Tourism Destinations: The Experiential Marketing Perspective // International Journal of Tourism Research. Vol. 37(1), pp. 15–32. doi: 10.1080/10548408.2019.1686101.10.1080/10548408.2019.1686101Search in Google Scholar

13. Rauhut Kompaniets, O., Rauhut, D. (2016). Why Urban and Rural Place Marketing Strategies Differ: A Theoretical Discussion // Romanian Journal of Regional Science. Vol. 10, pp. 23–40. Internet access: <https://www.researchgate.net/publication/304039733_WHY_URBAN_AND_RURAL_PLACE_MARKETING_STRATEGIES_DIFFER_A_THEORETICAL_DISCUSSION>, [accessed March 25, 2020].Search in Google Scholar

14. Same, S., Larimo, J. (2012). Marketing Theory: Experience Marketing and Experiential Marketing. 7th International Scientific Conference Business and Management 2012, May 10-11, 2012, Vilnius, Lithuania.10.3846/bm.2012.063Search in Google Scholar

15. Schmitt, B. H. (1999). Experiential Marketing // Journal of Marketing Management. Vol. 15, pp. 53–67. doi: 10.1362/026725799784870496.10.1362/026725799784870496Search in Google Scholar

16. Sharma, P., Nayak, J. K. (2019). Understanding Memorable Tourism Experiences as the Determinants of Tourists // International Journal of Tourism Research, Vol. 21(4), pp. 504–518. doi: 10.1002/jtr.2278.10.1002/jtr.2278Search in Google Scholar

17. Smilansky, S. (2009). Experiential Marketing. A Practical Guide to Interactive Brand Experiences. – London: Kogan Page.Search in Google Scholar

18. Srivastava, R. K. (2008). How Experiential Marketing Can be Used to Build Brands – a Case Study of Two Specialty Stores // Innovative Marketing. Vol. 4(2). Internet access: <https://www.academia.edu/18556825/Experiential_Marketing_Indian_Paper_>, [accessed March 25, 2020].Search in Google Scholar

19. Williams, A. (2006). Tourism and Hospitality Marketing: Fantasy, Feeling and Fun // International Journal of Contemporary Hospitality Management. Vol. 18(6), pp. 482–495. doi: 10.1108/09596110610681520.10.1108/09596110610681520Search in Google Scholar

20. Yeh, T. M., Chen, S. H., Chen, T. F. (2019). The Relationships among Experiential Marketing, Service Innovation, and Customer Satisfaction. A Case Study of Tourism Factories in Taiwan // Sustainability 2019. Vol. 11, p. 1041.Search in Google Scholar

21. Yu, E., Kim, J. (2020). The Relationship between Self-City Brand Connection, City Brand Experience, and City Brand Ambassadors // Sustainability. Vol. 12, p. 982. doi: 10.3390/su12030982.10.3390/su12030982Search in Google Scholar

22. Zenker, S., Beckmann, S. (2013). My Place is not your Place—Different Place Brand Knowledge by Different Target Groups // Journal of Place Management and Development. Vol. 6, pp. 6–17. doi: 10.1108/17538331311306078.10.1108/17538331311306078Search in Google Scholar

Recommended articles from Trend MD

Plan your remote conference with Sciendo