Selling the Stars: The Marketing Magic Behind Space Tourism

Jana Majerova (), Iordanis Kotzaivazoglou () and Subhra R. Mondal ()
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Jana Majerova: Ambis University
Iordanis Kotzaivazoglou: International Hellenic University
Subhra R. Mondal: Duy Tan University

A chapter in Pioneering the New Space Economy through AI and Immersive Technologies, 2025, pp 217-237 from Springer

Abstract: Abstract As space tourism leaves the realm of science fiction and prepares to become a booming industry, marketers grapple with new challenges, as they attempt to sell an experience that is both extraordinarily exclusive and inevitably dangerous. Having covered broader human aspects of space tourism and how it can come off at luxurious and exclusive, showing privilege and insensitive, you will discover in this chapter the wealth of space tourism complexities and marketing challenges, namely the space tourism overview effect—the strong transformational psychological phenomenon associated with space travel—and the inevitable establishment of space tourist party where only the wealthy could afford, as well as the importance of marketing transparency around space tourism safety and implementation of space tourism. The study points out that it is notable for the latter at the SRV tourism industry. It discusses how practices among industry leaders, such as SpaceX, Blue Origin, and Virgin Galactic, provide innovative approaches to getting the word out, including VR (virtual reality) simulations, celebrity endorsements, and hyper-targeted campaigns. It provides a joined-up critique of the tensions between the neoliberal promotion of space tourism as a life-changing luxury experience and the effort to mitigate its socio-economic and ecological impacts. A pragmatic framework is proposed to help stakeholders navigate the complexities, encapsulating psychological engagement, ethical accountability, and technological innovation. The chapter also highlights limitations in available literature, explicitly pointing to issues with long-term psychological effects, cultural differences in perceptions, and regulatory frameworks. In conclusion, the importance of cooperation in harmonizing commercial interests with sustainability and fairness so that the commercialization of space tourism adds value to humanity’s future is necessary on Earth and beyond.

Keywords: Space tourism; Overview effect; Ethical marketing; Virtual reality; Sustainability; Luxury branding (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/978-981-96-5977-7_11

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