Abstract

HERNANDEZ MOGOLLON, José Manuel; PASACO GONZALEZ, Bárbara Sofía  and  CAMPON CERRO, Ana María. APPLICATION OF THE EXPERIENTIAL APPROACH TO INNOVATION IN DESTINATION MARKETING: RECOMMENDATIONS FOR ITS IMPLEMENTATION IN ECUADOR. Innovar [online]. 2020, vol.30, n.77, pp.63-76.  Epub Nov 20, 2020. ISSN 0121-5051.  https://doi.org/10.15446/innovar.v30n77.87429.

The current needs of tourists point to the search for experiences. Therefore, tourist destinations must focus their marketing strategies on meeting these new requirements of the demand. Innovation is a way in which destinations can improve their marketing strategies focusing on the offering of experiences, since traditional marketing strategies, centered on the sale of products or services, have lost their effectiveness. In this way, the aim of this work is to study the application of the experiential marketing approach to the marketing innovations of a tourist destination, mainly product design and promotion. For this purpose, we carried out a re-view of the literature on marketing innovation that allowed establishing a series of guidelines to introduce innovations in product design and the pro-motion of a tourist destination under the experiential marketing approach. Based on these guidelines, some recommendations to improve Ecuador's marketing strategies as a tourist destination are presented. Our results indicate that changes in the product under this approach seek to create unique and memorable experiences, while improvements in the means of promotion aim to communicate feelings and emotions that tourists experience during their visit.

Keywords : Destination marketing; experiential marketing; marketing in-novation; tourism innovation.

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