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

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dc.contributor.author Gómez-Suárez, Mónica
dc.contributor.author Yagüe, María Jesús
dc.contributor.other UAM. Departamento de Financiación e Investigación Comercial es_ES
dc.date.accessioned 2021-09-15T14:21:10Z
dc.date.available 2021-09-15T14:21:10Z
dc.date.issued 2021-05-24
dc.identifier.citation Sustainability 13.11 (2020): 5873 en_US
dc.identifier.issn 2071-1050 es_ES
dc.identifier.uri http://hdl.handle.net/10486/697600
dc.description.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. en_US
dc.description.sponsorship 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) en_US
dc.format.extent 19 pag. es_ES
dc.format.mimetype application/pdf en
dc.language.iso eng en_US
dc.publisher MDPI, Basel, Switzerland en_US
dc.relation.ispartof Sustainability en_US
dc.rights © 2021 The authors en_US
dc.subject.other tourism experiences en_US
dc.subject.other tourist behavior en_US
dc.subject.other event management en_US
dc.subject.other word-of-mouth en_US
dc.subject.other emotions en_US
dc.subject.other tourist destination en_US
dc.subject.other event marketing en_US
dc.subject.other engagement en_US
dc.subject.other tourism en_US
dc.subject.other brand en_US
dc.title Making sense from experience: how a sustainable multi-sensory event spurs word-of-mouth recommendation of a destination brand en_US
dc.type article en
dc.subject.eciencia Economía es_ES
dc.relation.publisherversion https://doi.org/10.3390/su13115873 es_ES
dc.identifier.doi 10.3390/su13115873 es_ES
dc.identifier.publicationfirstpage 5873-1 es_ES
dc.identifier.publicationissue 11 es_ES
dc.identifier.publicationlastpage 5873-19 es_ES
dc.identifier.publicationvolume 13 es_ES
dc.type.version info:eu-repo/semantics/publishedVersion en
dc.rights.accessRights openAccess en
dc.authorUAM Gómez Suárez, Monica (259849)
dc.authorUAM Yagüe Guillén, M. Jesús (258991)


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