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Making sense from experience: how a sustainable multi-sensory event spurs word-of-mouth recommendation of a destination brand

Author
Gómez Suárez, Monicauntranslated; Yagüe Guillén, M. Jesúsuntranslated
Entity
UAM. Departamento de Financiación e Investigación Comercial
Publisher
MDPI, Basel, Switzerland
Date
2021-05-24
Citation
10.3390/su13115873
Sustainability 13.11 (2020): 5873
 
 
 
ISSN
2071-1050
DOI
10.3390/su13115873
Funded by
This research benefited from the Professorship Excellence Program in accordance with the multi-year agreement signed by the Government of Madrid and the Autonomous University of Madrid, UAM (Line #3)
Editor's Version
https://doi.org/10.3390/su13115873
Subjects
tourism experiences; tourist behavior; event management; word-of-mouth; emotions; tourist destination; event marketing; engagement; tourism; brand; Economía
URI
http://hdl.handle.net/10486/697600
Rights
© 2021 The authors

Abstract

The last decade has seen an exponential growth in published articles related to the influence of marketing events on destinations. However, there is still a need for empirical research about the effect that organized events built upon sensorial components have on different variables related to participants’ attitudes and behaviors, as such events have the ability to provide unique experiences and emotions. Therefore, this research focuses on the impact of a sustainable multi-sensory event marketing that promotes the interests of the organizing service company (a marina brand), alongside those of the host location, by associating the brand destination with this specific activity. By surveying attendees to a summer event aimed at enhancing visits to an area in Palma de Mallorca (Spain) and by adopting structural equation modeling estimation, the study shows that people’s positive valuations of the event had an impact on their word-of-mouth recommendation of the brand. Thus, visitors’ emotional experience was tied to their post-visit brand attitudes and brand equity. Based on the results, the study makes practical suggestions for branding in a sustainable destination, especially in relation to incorporating experiential elements in company-organized special events.
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Google™ Scholar:Gómez Suárez, Monica - Yagüe Guillén, M. Jesús

This item appears in the following Collection(s)

  • Producción científica en acceso abierto de la UAM [14677]

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