1,721,041 research outputs found
Introduction to the experience logic: key concepts and contents
No full textOver last two decades, the experiential perspective to business analysis has been strongly affirmed and has become a “topic of interest” in managerial literature. In fact, over these period, the experiential perspective
has been adopted in various ways: in the general re-interpretation of economic phenomena and of the enterprise-market relationship (experience economy), in the rethinking of marketing approaches (experiential marketing), in managing touristic or territorial systems, in customer management and brand management. The chapter shows how it is desirable to consider the customer’s experience at the center of value creation processes in a managerial marketing approach that the authors define “experience logic”.
This introduction also provides a brief description of the contents of each chapter and the conceptual key to reading the entire text, providing a short overview of application cases and of the ways in which the
adoption of experience logic can revitalize marketing perspectives and stimulate novel approaches to the value creation
The tourist offer of the destination in an experience Logic perspective
No full textThe aim of the chapter is to propose an application of the experience logic and, in particular, the theatrical model to organize the tourist offer for the destination. Assuming the prospect of selling experiences, it
emerges that, among the various factors needed for a destination to fall within the theatrical model, there must be the indispensable presence of a director (governing body in a systemic approach), to which we
refer in our proposal for possible tourist destination market-oriented management tools. According to the theatrical model inspired by Pine and Gilmore, in which they underline that each business can be
considered a show business, in order to be wholly efficient, the marketing activities must be geared toward the various internal (cast) and external subjects within the organizational system, whether it is a company
or a destination. In other words, it is a question of adopting an integrated managerial perspective that is widely diffused organization-wide and culturally holistic. What is to be avoided is the logic of focusing the
marketing only on the final client, thereby falling into a near-sighted approach that underestimates the importance of truly satisfying an audience when all of the theater components have worked together well.
Indeed, concentrating exclusively on the external consumer means ignoring the fact that, in a tourist system, there are stakeholders (internal clients, distributes, suppliers, financial backers, public institutions,
mass media, etc.) whose complete satisfaction is an indispensable condition for satisfying the final client and for long-term competitive success. We propose applying the experience concept and the theater model
to tourist destinations with all due conceptual caution, aware of the limitations inherent in both theory and managerial actions, in undertaking to shift into territorial contexts paradigms and tools that were developed
with reference to organizational systems
Marketing in an Experiential Perspective: From “Goods and Service Logic” to “Experience Logic”
No full textThe work aims to show how experience logic can be used to renew the most known marketing perspectives, by directing them towards new management approaches, which, starting from the customer experience, can find new ways to create, communicate, and deliver value. We use a conceptual approach. We want to propose a new vision of marketing, starting from the traditional goods logic inspired concept of marketing, discussing services marketing contributions, and ending with the experiential and experience marketing theories. We discuss the differences between experiential and experience marketing approaches, in order to go toward a new common vision: the marketing driven by the logic of the customer experience or “experience logic.” Moving from the traditional marketing logic to an “experience marketing logic,” we discuss six managerial processes for marketing managers in order to understand and improve customer experience: developing the experience concept; building the experience setting; communicating the experience; organizing and motivating employees; delivering or staging the experience; monitoring the perceived quality
Il marketing dei prodotti tipici nella prospettiva dell’economia delle esperienze
Full text linkIl paper , dopo un'introduzione sui temi tipicità e localismo, rilegge il prodotto tipico nella
prospettiva dell’economia delle esperienze. Mette poi in luce forze e debolezze del sistema di offerta dei prodotti agricoli tipici locali, con focus sulle problematiche
di marketing delle produzioni tipiche locali. lo studio propone il caso dell'olio extra vergine di oliva di Cartoceto come base illustrativa della progressione del valore economico dell'offerta
The effects of formal networks on territorial tourism offers. Current usage of network contracts in Italy
Full text linkThis study aims to understand the benefits contractual inter-firm networks offer to existing territorial tourism systems in Italy. Preference has been given to a qualitative approach. Data collection was based on document analysis (i.e. information reported in written contracts as well as text and images published on web sites) and in-depth semi-structured interviews. Results indicate that usage of a relatively new legal mechanism (the network contract) designed to form stable inter-organisational networks is increasing in the tourism sector. These networks help promote existing territorial tourism systems in different ways and to different extents. In some cases, alliances create and promote a tourism proposal that enhances the territorial offer, while in other situations alliances succeed in identifying and communicating a specific territorial area previously left unmanaged
Experiential Perspective in Management Literature: A Systematic Review
No full textThe first chapter describes the evolution of the state state-of-the-art of the experiential perspective (ExP) approach in managerial literature, an approach that uses the concept of customer experience management (CEM) in a variety of ways. Through a systematic review, the chapter provides a structured overview of the main studies that use the experiential perspective; this overview is instrumental to in the conceptual scheme of the book developed in the chapter Marketing in an experiential perspective: from “goods and services logic” to “experience logic.” To describe the various approaches in which the authors classify articles, authors, and journals of reference in experiential perspective and customer experience management (ExP and CEM), the authors measure the notoriety of the articles and their authors, in an attempt to assess whether and how their impact dwindles inside the “small world” of ExP and CEM, or whether, instead, it extends to a wider radius that includes management literature. Lastly, the authors define the areas of application (areas of interest, or sectors), where the concept has found its widest application. The chapter, recognizing that the experiential logic is assuming centrality in marketing studies, indicates the need to construct a key to understanding and a conceptual basis of synthesis capable of integrating the various contributions that emerged in the literature into a unified framework
Marketing of traditional-local products in the experience logic perspective
No full textThe hypothesis underlying the chapter is that the business of traditional-local requires a specific and suitable approach, which needs to combine the conceptual tools of service marketing with the experiential
perspective. In line with an experience logic perspective, the authors suggest that the producers of traditional-local products (raw materials and goods) abandon the conservative strategy that rests upon the
defense of traditional means of production, and embrace instead an experience logic marketing approach.
As widely illustrated in the literature, this way manufacturers could offer an integrated portfolio, inclusive of both traditional agro-industrial items and new experiential products, such as themed events, carrying
higher added value. The chapter adopts a qualitative approach and case study analysis as the research methods. Despite the limitations of the research related to the use of a single case study, the paper proposes
adopting the experience logic as a conceptual model to observe and interpret the food and wine business, thus innovating its value proposition. Through an experience logic approach, companies that produce
traditional-local products, especially small and medium-sized, can intercept the new postmodern consumption processes that require experiential content, authenticity, and low standardization of the offer
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Posizionamento digitale e performance aziendali: una Fuzzy Set Ideal Type Analysis degli hotels italiani
No full textAnalisi delle risorse necessarie per la valorizzazione cicloturistica del territorio. Lo studio delle aspettative dei cicloamatori umbri
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