Experience Marketing As an Accelerator of Customer Satisfaction on the Sport Tourism Market

Authors

  • Zygmunt Waśkowski Poznan University of Economics and Business

Abstract

Sport events are a driving force of the sport tourism market. The way they are organized as well as their attractiveness have a significant influence on the number of participants, therefore the organizers look for solutions that will ensure the highest attendance possible. The concept of experience marketing is a popular one and perfectly fits the needs arising from the management of sport events. Thanks to this concept the organizers can offer tourists what they seek most: emotions and experience. This article describes how the concept of experience marketing is used by the organizers of international marathon runs. The conducted research made it possible to establish that this concept is widely applied and the marketing tools used are numerous. On the basis of a detailed problem analysis, a model of managing sports events with the application of experience marketing was developed. The model distinguishes three phases of organizing a run: before, during, and after the event.

Keywords: experience marketing, sports tourism, sports events, marathons

Author Biography

Zygmunt Waśkowski, Poznan University of Economics and Business

Faculty of Management

Department of Marketing Strategies

Downloads

Published

2017-01-21

How to Cite

Waśkowski, Z. (2017). Experience Marketing As an Accelerator of Customer Satisfaction on the Sport Tourism Market. Academica Turistica - Tourism and Innovation Journal, 9(2). Retrieved from https://academica.turistica.si/index.php/AT-TIJ/article/view/70

Issue

Vol. 9 No. 2 (2016)

Section

Articles

License

1. Copyright

Copyright for all articles published in Academica Turistica - Tourism and Innovation Journal is held by individual authors. Authors are themselves responsible for obtaining permission to reproduce copyright material from other sources.

Upon acceptance of an article, authors will be asked to complete the Publication Agreement and Copyright Licence, based on the Open Access Model Publishing Agreement.

Articles are published under the terms of the Creative Commons CC BY-NC-ND 4.0 License.

Under the terms of this license, authors retain ownership of the copyright of their articles. They can archive the pre-print and post-print or publisher's version of their work. They will, however, assign to Academica Turistica - Tourism and Innovation Journal (AT–TIJ) the permanent right to electronically distribute their manuscript and, after it has appeared in AT–TIJ, they may republish their text as long as they clearly acknowledge AT–TIJ as the place of the original publication.


2. Author Fees

Article submission, processing and/or publishing fees are not charged.