ROLE OF EXPERIENTIAL MARKETING STRATEGY USING INTERNET TO ENHANCE THE EXPERIENCES OF CONSUMERS - A STUDY ON SELECTION OF HOTEL THROUGH WEBSITES

Aditi Ashish Ghode

Abstract


Experiences have been counted for long lasting memories which every human being recollects easily. Therefore, market researchers started understanding the importance of creation and retention of experiences for the customers. This purpose, recent studies regarding experiences are given much attention in the field of marketing, which considered as experiential marketing. So it has been studied that experiential marketing is a unique approach to the task of marketing, it is a concept that integrates elements of emotions, logic, and general thought processes to connect with the customers. The goal of experiential marketing is to establish the connection in such a way that the customer responds to a product offering based on both emotional and rational response levels. Recently in India, importance of tourism has increased due the revenue generation & visitors’ priority to spend money for leisure activities. Tourism is known as service industry, where many times customer selects their hotel through the online booking method by browsing hotel website. Providing maximum experiences about the happening at hotel will be a challenging work to do on the website, to attract maximum number of customers. This research paper will be useful to the hotel industry to understand how to maximize the experiences of their customers when they select & reserve hotel through hotel website.


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ISSN : 2251-1563