CHAPTER 7 – CONCLUSIONS AND RECOMMENDATIONS
7.3 Recommendations for future research
First of all, it is essential to establish a consensus among authors about the experiential marketing. There are many researchers who deal the experiential marketing as a discipline; however, this discipline of marketing has not been analysed in depth, and specifically in the tourism sector. This marketing tool helps to promote destinations based on emotions.
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Future researchers should realize about the influence of these emotions and future experiences in tourists and its importance in their behaviour in order to create a competitive advantage. As Schmitt mentioned (1999) in chapter three, “We are in the middle of a revolution in the field of marketing”, which provokes that advertisements need to evoke new feelings, e.g. to enjoy with the family in a paradise island, to taste typical Spanish gastronomy with friends or to discover the Green Spain´s smell. This aspect can be analysed as an important competitive value of destinations for its promotion.
Researchers have studied the emotional value in advertising; however, the experiential value has not been explored enough in the tourism sector. Therefore, future researchers should investigate how tourist advertising is changing for a new approach in which the consumer has become the main character in the contemporary society.
Finally, this research compares two different advertising´s approaches, traditional and experiential advertising. Future researchers, with more time and resources, could use more advertisements of “Turespaña” in order to know which of all creativities have been the more effective to promote the image of Spain abroad.
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APPENDIX 1- QUESTIONNAIRE TO THE GERMAN
MARKET
My name is Juan Carlos Losada. I am a Spanish student in the Master of European Tourism Management at the University of Bournemouth (United Kingdom), Heilbronn Hochschule (Germany) and Dalarna University (Sweden). For my final dissertation I am conducting a research project on the implementation of the advertising that Spain is developing abroad as a potential tourist destination. The following survey is divided in two blocks. It will show you two advertising campaigns used to promote Spain as a tourist destination, and then a series of questions to know your opinion. I would greatly appreciate if you could be part of the research responding to this questionnaire. The data collected is confidential and will be used for academic purposes only.
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FIGURE 1. TOURSPAIN´S ADVERTISING
“Everything under the sun”
FIGURE 2. TOURSPAIN´S ADVERTISING
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I. Socio – Demographic Variables:
Q1. –Sex
1.- Male 2.- Female
Q2. Which of the following age groups do you belong to?
1. 18 – 24 2. 25 – 34 3. 35 – 44 4. 45 – 54 5. 55 – 64 6. 65 +
Q3. Have you ever visited Spain? 1. Yes 2. No
Q4. Do you remember any of these campaigns to promote Spain? If your answer is “No”, skip to the question 5.
1. Yes 2. No
1. Image A 2. Image B
II. FIGURE 1. Tourspain´s Advertising
In general terms, answer the following questions about the advertising campaign in Figure 1.
- Value from 1 to 5, the following adjectives describes your attitude toward the advertisement
Q5. It is disgusting 1 2 3 4 5 It is very nice
Q6. It is unattractive 1 2 3 4 5 It is very attractive
Q7. Ii is not interesting 1 2 3 4 5 It is very interesting
Q8. It is not informative 1 2 3 4 5 It is very informative
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Q10. It is empty of meaning 1 2 3 4 5 It is full of meaning
Q11. It is not important to me 1 2 3 4 5 It is very important
Q12. It is unrealistic 1 2 3 4 5 It is very realistic
Q13. It is not creative 1 2 3 4 5 It is very creative
Q14. It is an ad without life 1 2 3 4 5 It is an ad full of life
Q15. Difficult to understand 1 2 3 4 5 Easy to understand
Q16. Based on what you saw in the ad, how likely would you buy a travel to Spain? Value 1 is the