An emphasis on 'experiences' has become widespread in marketing, tourism, hospitality and
event research. This is particularly true of event management, which, as Berridge (2012a, p …

Consumer needs change over time as a result of the fast-paced advancement in technology
and the induction of the Internet, expansion that leads to a difficulty for brands to adapt their …

This study aims at comprehending the significance of brand experience in impacting brand
satisfaction in the aviation sector. Grounded on the theory of experiential marketing, the …

Festivals and events as social gatherings have become an increasingly important sector of
the tourism and leisure industries. The present study applied social identity theory to …

Los mercados se encuentran en constante cambio y el turismo no es ajeno a esta
revolución integral. Una mayor facilidad de compra y un aumento de la información gracias …

This paper presents case study findings of exploratory research on the growth of Event
Tourism in Dubai, UAE. Dubai targeted tourism as a growth industry in the 1990s and is now …

En la última década se ha producido un importante desarrollo de la organización de
eventos dentro de la estrategia de comunicación de marketing de las empresas. Esta …

Una de las principales herramientas de comunicación utilizadas por las empresas es el
evento corporativo. Se trata de un conjunto de acciones diferenciales que redundan en un …

A special event is an important experiential product that depends heavily on its ability to
produce ranges of sensations, imaginative responses, emotions, and involvement within its …

Despite the growing resonance of events within the marketing domain, they continue to
receive scant coverage in academic literature, and remain a poor relation to other forms of …