MARKETING OPPORTUNITIES FOR MANAGING CUSTOMER EXPERIENCE WITH THE TOURIST BRAND

Todor Dyankov
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Todor Dyankov: University of Economics - Varna

Anniversary Scientific Conference with International Participation TOURISM AND CONNECTIVITY 2020, 2020, issue 1, 349-355

Abstract: The generl goal of this research study is to rethink the marketing opportunities to manage the customer experience with the tourism brand based on some world-renowned marketing innovations in tourism. The ongoing global pandemic crisis poses challenges to the future successful development of tourism and in particular tourism brands. The revival of the tourist brand is based on the inevitable process of total digitalization of business and market processes on one hand, but on the other hand the living human contact with the brand is becoming more and more demanding. Overcoming travel fears is in alignment with the restoration of the customer trust in the tourist brand. The transformation of tourism brand is still to come and the key to a successful completion is the new way of managing the customer experience.

Keywords: Experience Marketing; Brand Experience; Customer experience; Marketing innovations; Tourism (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:vra:pr2010:y:2020:i:1:p:349-355

DOI: 10.36997/TC2020.349

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