experiential marketing model for a rural destination
TRANSCRIPT
Experiential Marketing Model
for a Rural Destination:
Wickenburg, AZ
Eunhye Grace Kim
Deepak Chhabra, PhD
School of Community Resources and Development
College of Public Service and Community Solutions
Arizona State University
Study Objective
To examine the experiential demand
of tourists for a rural destination
To suggest an experiential marketing
model based on spending potential
Wickenburg, AZ
Literature Review
Rural Tourism
(Bramwell & Lane 1994; MacDonald & Jolliffe, 2003;
Pedford 1996; Townes, 2003; Warnick, Bojanic & Xu 2013)
Spending Propensity
(Scott, Laws & Boksberger, 2009)
Experiential Marketing
(Alias, Roslin & Ali, 2014; Goldsmith & Tsiotsou, 2015;
Schmitt, 1999, 2011; Tsiotsou & Ratten, 2010)
Wickenburg, as a Tourist Shopping Village (TSV)
(Cox, 2013)
Customer Experience Management (CEM)
(Schmitt, 2011)
Literature Review (Cont.)
- Experiential Marketing
Leighton (2007)
Examined the potential of experiential marketing strategy to
make heritage attractions competitive & suggested an
indicative framework to examine the scope of consumption-
based experience of heritage
Tsaur, Chiu & Wang (2007)
Experiences resulting from experiential marketing positively
influence visitor emotions and behavioral intention
Applied Schmitt(1999)’s Strategic experiential modules (SEMs)
SENSE, FEEL, THINK, ACT, and RELATE marketing strategies
Customer Experience Management (CEM)Schmitt (2011)
To analyze tourist experience with the purpose of gaining
insight
Step 1
• Learning how tourist experiences & how elements influence
Step 2• Shaping experience platform
Step3• Institutionalizing experience platform & monitoring it
Step4
• Creating & implementing successful experience platform
Methodology
Total of 498 on-site surveys of visitors during 2014
Response rate : 90%, Representative samples
Preferred activities/Experience sought/Motivations/Spending
Winsorized average used for analysis to compute spending
figures
Desert Caballeros Western Museum/ Del E. Webb Center for the Performing Arts/ Hassayampa River Preserve/ Vulture Mine
Findings: Descriptive (n=498)
Yes
28%
No
72%
First visit
Yes
62%
No
38%
Main Reason:
Attraction
Yes
71%
No
29%
Primary destination
Transportation Own vehicle
Travel with Family & friends
Info source WOM & Internet
Average age 63
Ethnicity Caucasian
EducationCollege degree
or higher
IncomeMore than
$60,000Day trip
81%
Overnight
19%
Time Spent
Findings: Descriptive (n=498)
52.8%
32.1%
8.2%
21.1%
42.0%
7.4%15.1%
0.4%
26.5%19.3%
15.7% 14.5%
Preferred Activities
31.7%
6.6%
41.6%
28.3%
40.2% 40.8%
15.7%21.5%
13.7%
21.7%
32.3%
13.1%
19.5%
4.2%
Tourism Experience Sought
3.55 3.53 3.65
2.39
3.172.70
3.29
1.75
3.16
Travel Motivation
Average spending: $202
Satisfaction : 94%
Findings
Tourism Experience Sought (n=368)
ANOVA test (***<.01, **<.05, *<.1)
Experiential item Spending-Y ($) Spending-N ($) F value
Western hospitality 428 279 11.483***
Authentic high desert 329 171 14.669***
Good service 308 183 7.053***
Shopping 306 179 8.513***
Family fun 257 186 3.088*
Natural 241 176 3.694*
Summary
Experience sought Spending Wickenburg website
THINK-Educational FEEL-Western hospitality SENSE, FEEL & ACT
FEEL-Relaxation THINK-Authentic high desert
SENSE-Natural FEEL-Good service
RELATE-Cultural ACT-Shopping
RELATE-Social RELATE-Family fun
ACT-Entertainment SENSE-Natural
Different Types of Experience
(Strategic Experiential Modules)
THINK & FEEL types of experiences: Revenue generators
Recommendations
Increase appeal of the town to attract lucrative markets
Cognitive experience (THINK, educational)
Emotional experience (FEEL, affective)
Adapt Schmitt’s CEM
Step 1&2: Suggested for Wickenburg
Step 3&4: Wickenburg Chamber of
Commerce needs to consider
Thank you!
Acknowledgement
Julie Brooks, Executive DirectorWickenburg Chamber of Commerce
Karla Scotts, MS
Shengnan Zhao, Ph.D
Lana Olsen, Graduate research assistant
Geoff Lacher, Ph.D
&Dallen Timothy, Ph.D
Arizona State University