Experiential marketing and hyperreality in the field of cultural tourism

Marketing expérientiel et hyperréalité dans le domaine du tourisme culturel

Dominique Bourgeon-Renault () and Elodie Jarrier ()
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Dominique Bourgeon-Renault: CREGO - Centre de Recherche en Gestion des Organisations (EA 7317) - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE]
Elodie Jarrier: GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage

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Abstract: The hyperreal character of the heritage is strongly expressed through the diversity of postmodern museum forms. Drawing on the links existing between cultural tourism, the museum domain and the concept of hyperreality, this article mobilizes the experiential approach first to describe and emphasize the three phases of the tourism and cultural consumption experience (the pre-experience, the core of the experience and the post-experience). Then, it explores the strategies of producing a hyperreal tourist and cultural experience, describes this co-creative process, and situates digital mediation devices in it. Finally, it identifies different forms of specific hyperreal immersions depending on the nature of the tourist and cultural place, allowing to observe the effects of these strategies on the museum experience.

Keywords: Lived experience; Immersion; Cultural tourism; Hyperreality; Experiential marketing; Hyperréalité; Expérience vécue; Tourisme culturel; Marketing expérientiel (search for similar items in EconPapers)
Date: 2018
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Published in Mondes du tourisme, 2018, 14, ⟨10.4000/tourisme.1623⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01903676

DOI: 10.4000/tourisme.1623

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