In recent years, experience industry, experience economy and experience tourism have become popular concepts in academia and industry. Because the contribution of marketing to the development of many industries is well known, it would be natural to expect similar development of the knowledge about the strategies and techniques used in marketing experience. Surprisingly, the subject has not yet become a serious topic of research despite the centrality of the experience component of visiting tourist sites and the consumers’ search for these experiences. For many, the strategies and techniques used in marketing tourist experience and the concept of “experience marketing” remain vague. In fact, it is not clear what the practical meaning of this concept is. Using a qualitative analysis of 108 tourism advertisements for Texan destinations that appeared in the 2017 Texas State Travel Guide, the goal of this chapter is to analyze the strategies and techniques used in marketing the Texan tourist experience (Texas State Travel Guide, 2017).
|Title of host publication||Creating and Managing Experiences in Cultural Tourism|
|Number of pages||17|
|State||Published - 2019|