Redefining Luxury in Tourism

Firoozeh Farokhian
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Firoozeh Farokhian: Université Allameh Tabataba’i Téhéran

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Abstract: In an era where luxury transcends material exclusivity, it has evolved into a democratized concept centered around rich personal experiences—Moments of Luxury. Given the intense competition within the luxury Mediterranean market, there is an urgent need to move beyond Mediterranean clichés and traditional luxury offerings. This presentation investigates how destinations can harness experiential marketing by positioning moments of luxury as powerful communication stimuli that ignite tourist imaginations long before they arrive and inspire them to co-create their own narratives during their stay. By seamlessly blending real and imagined spaces—representing the third realm of luxury—destinations can captivate the modern tourist's imagination, transforming luxury from a mere commodity into a deeply personal journey. This innovative approach not only strengthens emotional connections but also significantly enhances the competitiveness of tourism destinations, as these offerings are epistemologically scarce and exclusive to each tourist. Through this exploration, we aim to illustrate how experiential marketing communication can redefine the future of luxury tourism destinations, fostering unique and meaningful encounters that resonate with today's discerning luxury tourism segment.

Keywords: Marketing; Tourisme; Luxe; Durabilité; Communication (search for similar items in EconPapers)
Date: 2024-11-12
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Published in Tourisme de Luxe Responsable. Journée d'Étude du Tourisme de Nice. 7ème édition., Université Côte d'Azur; Groupe de recherche Tourisme/s, Nov 2024, Nice, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04879013

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