Experience Marketing As an Accelerator of Customer Satisfaction on the Sport Tourism Market

Sport events are a driving force of the sport tourism market. The way they are organized as well as their attractiveness have a significant influence on the number of participants, therefore the organizers look for solutions that will ensure the highest attendance possible. The concept of experience...

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Bibliographic Details
Published in:Academica Turistica 2016-01, Vol.9 (2)
Main Author: Waśkowski, Zygmunt
Format: Article
Language:English
Subjects:
Customer satisfaction
Drive ins
Marketing
Tourism
Online Access:Get full text
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Summary:Sport events are a driving force of the sport tourism market. The way they are organized as well as their attractiveness have a significant influence on the number of participants, therefore the organizers look for solutions that will ensure the highest attendance possible. The concept of experience marketing is a popular one and perfectly fits the needs arising from the management of sport events. Thanks to this concept the organizers can offer tourists what they seek most: emotions and experience. This article describes how the concept of experience marketing is used by the organizers of international marathon runs. The conducted research made it possible to establish that this concept is widely applied and the marketing tools used are numerous. On the basis of a detailed problem analysis, a model of managing sports events with the application of experience marketing was developed. The model distinguishes three phases of organizing a run: before, during, and after the event. Keywords: experience marketing, sports tourism, sports events, marathons
ISSN:1855-3303
2335-4194