The Role Of Experience In Reinforcing The Destination Management:Multiple Cases Study

While the experiential marketing concept has been analyzed in several empirical contexts, the crucial link between experiential consumer behavior and the destination promotion has not been deeply studied. This study represents an attempt to fill this gap, adopting a case-study methodology. In this paper, we aim to illustrate how a famous multinational firm, such as Jack Daniel’s (JD) and Johnnie Walker-by leveraging the positive effects of an experiential marketing approach sustained by customers-has paved the way for new business opportunities in destination management within the area where its Visitor Center is located. This study attempts to explain two different applications of experiential marketing applied in destination management. The findings we present have important implications for research in marketing and strategy literature because we originally studied the experience concept and its implications on the tourism activity. Our main research objective is to investigate the effectiveness and the efficiency of spontaneous as well as planned forms of coordination in reinforcing the destination management activity by leveraging the experiential marketing strategy.