Effect of Experiential Marketing on Customer Engagement and Loyalty in the Tourism Sector in France

Authors

  • Paul Girard

DOI:

https://doi.org/10.47604/ijsmp.2456

Keywords:

Experiential Marketing, Customer Engagement, Loyalty, Tourism Sector

Abstract

Purpose: The aim of the study was to investigate the effect of experiential marketing on customer engagement and loyalty in the tourism sector in France.

Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.

Findings: Experiential marketing in France's tourism sector significantly boosts customer engagement and loyalty by offering personalized, memorable experiences. Despite challenges like cost management, leveraging digital technologies presents opportunities for enhanced personalization. Overall, experiential marketing plays a vital role in shaping customer perceptions and fostering lasting relationships in French tourism.

Unique Contribution to Theory, Practice and Policy: Hedonic consumption theory, service-dominant logic (SDL) & social exchange theory may be used to anchor future studies on the effect of experiential marketing on customer engagement and loyalty in the tourism sector in France. Tourism businesses in France should prioritize the implementation of tailored experiential marketing initiatives that align with the unique characteristics and preferences of their target customer segments. Government bodies and tourism authorities in France should facilitate industry collaboration and knowledge-sharing initiatives to foster innovation and best practices in experiential marketing.

Downloads

Download data is not yet available.

References

Banco Bradesco. (2020). Banco Bradesco Annual Report 2020. Retrieved from https://www.bradescori.com.br/site/conteudo/download/relatorioanual/RI_Bradesco_Digital_2020-EN_vf.pdf

Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52-68.

BrandMapp. (2021). BrandMapp 2021: South Africa's Largest Consumer Survey. Retrieved from https://www.brandmapp.co.za/

Gilmore, J. H., & Pine, B. J. (2007). Authenticity: What consumers really want. Harvard Business Press.

Giroux, M., Leclercq, T., & Ricard, L. (2017). Exploring the Influence of Experiential Marketing on Customer Engagement and Loyalty in French Wine Tourism. Journal of Travel Research, 56(3), 397-410.

GTBank. (2021). GTBank Annual Report 2021. Retrieved from https://www.gtbank.com/

J.D. Power. (2019). J.D. Power 2019 UK Hotel Guest Satisfaction Index Study. Retrieved from https://www.jdpower.com/business/press-releases/2019-uk-hotel-guest-satisfaction-index-study

Jain, P., & Bagul, V. (2019). Factors influencing customer loyalty towards e-commerce websites: A study on Flipkart. International Journal of Management Studies, 6(3), 1-7.

Kantar Worldpanel. (2020). Kantar Worldpanel Consumer Loyalty Report 2020: Nigeria. Retrieved from https://www.kantarworldpanel.com/

Kozak, M., Paris, C., & Reiser, D. (2015). The influence of experiential marketing on emotional outcomes: An experimental study in heritage settings. Journal of Destination Marketing & Management, 4(3), 176-185.

Leclercq, T., Giroux, M., & Ricard, L. (2016). Exploring the Influence of Experiential Marketing on Customer Loyalty in the French Hotel Sector. Journal of Travel Research, 56(3), 397-410.

Magazine Luiza. (2021). Magazine Luiza Annual Report 2021. Retrieved from https://ri.magazineluiza.com.br/download_arquivos.asp?id_arquivo=DE5F29E4-44C9-48AB-98E2-BB29E7D5FF8B

MTN Nigeria. (2020). MTN Nigeria Annual Report 2020. Retrieved from https://www.mtnonline.com/wp-content/uploads/2021/05/MTN-Nigeria-Annual-Report-2020.pdf

Nielsen. (2020). Nielsen Kenya Market Report 2020. Retrieved from https://www.nielsen.com/ke/en/insights/report/2020-nielsen-kenya-market-report/

Safaricom. (2021). M-PESA - A Platform for Economic Progress in Kenya. Retrieved from https://www.safaricom.co.ke/mpesa

Schmitt, B. H. (1999). Experiential marketing: How to get customers to sense, feel, think, act, and relate to your company and brands. Simon and Schuster.

Statista. (2020). Percentage of Alipay users in China using the app daily for transactions as of 2019. Retrieved from https://www.statista.com/statistics/1117380/alipay-daily-usage-ratio-china/

Toyota. (2020). Toyota Global Newsroom: Toyota's "Customer First" Philosophy. Retrieved from https://global.toyota/en/newsroom/corporate/30194510.html

Volo, S., Giordano, F., & Costa, A. (2019). Enhancing Customer Engagement and Loyalty in Cultural Tourism: The Role of Experiential Marketing in France. Journal of Cultural Heritage Management and Sustainable Development, 9(4), 450-466.

Woolworths South Africa. (2021). Woolworths South Africa Annual Report 2021. Retrieved from https://www.woolworths.co.za/

Woolworths. (2020). Woolworths WRewards. Retrieved from https://www.woolworths.co.za/content/navigation/landing-pages/brand-pages/WRewards/_/N-1z141gtZ17h0cse?Nr=AND(sku.visible:True,sku.inStock:True)&Ns=sku.price%7C0

Downloads

Published

2024-04-04

How to Cite

Girard, P. (2024). Effect of Experiential Marketing on Customer Engagement and Loyalty in the Tourism Sector in France . International Journal of Strategic Marketing Practice, 6(1), 35 – 46. https://doi.org/10.47604/ijsmp.2456

Issue

Section

Articles