[雙語翻譯]--體驗營銷外文翻譯--體驗式營銷與度假體驗（原文）

1、 Procedia - Social and Behavioral Sciences 150 ( 2014 ) 500 – 510 Available online at www.sciencedirect.com1877-0428 © 2014 Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND lice

2、nse (http://creativecommons.org/licenses/by-nc-nd/3.0/). Peer-review under responsibility of the International Strategic Management Conference. doi: 10.1016/j.sbspro.2014.09.065 ScienceDirect10th International Strategi

3、c Management Conference Experiential Marketing and Vacation Experience : The Sample of Turkish Airlines* Selda Ba?aran Alagöza, Nezahat Ekici?b** a Necmettin Erbakan University, Turkey b Karamano?lu Mehmetbey Univer

4、sity, Turkey Abstract Customer demands that change with competitive circumstances of modern day, force firms improve themselves for new strategies to differentiate them from their competitors and to acquire competitive

5、advantage. Therefore, in the experience economy we live through; marketing theorists and implementers are in search of unique and entertaining experiences to create customer dependence. In this context, strategies of m

6、arketing world has changed and developed to provide consumer experience rather than selling product and service. Experience is the main component of experiential marketing and it aims to make consumers respond, act act

7、ively to purchase and gain different feelings, different perceptions in consequence of their experiences. For that purpose, experience creates varied revivers such as special areas, atmospheres, new settlements.In terms

8、 of airline sector; fast changing life styles, intense work periods and desire of award oneself after those hard periods, increasing expectations of people about using their spare time valuable and amusing; support tra

9、vel and experience activities. With reference to this assumption; experiential brand qualification of Turkish Airlines, experiential qualification of services Turkish Airlines offer and how these services affect travel

10、 experience and position of Turkish Airlines about following experiential marketing activities will be determined and after the literature review about experiential marketing and experiential marketing implementations.

11、Travel experience perceptions of consumers will be specified as well. It will also be examined if there is any difference about travel experience perceptions according to consumers who have different socio-demographic

12、characteristics. A sample survey will be fulfilled for the study. © 2014 Published by Elsevier Ltd. Selection and/or peer-review under responsibility of the 10th International Strategic Management Conference Keywor

13、ds : Experiential Marketing, Customer Experience, Experiential Brand, Vacation Experience, Turkish Airlines. 1. Introduction Changing customer demands along with today’s competitive conditions force enterprises to differ

14、 from their rivals and develop new strategies to gain competitive advantage over its competitors. When there was an active process of agricultural economy, the products were not different and they were considered commo

15、dity. With industrialization, the products and the product centeredness have commenced and the enterprises have tried to make a ? Corresponding author.; fax: +90-0338 226 21 01 E-mail address: nezahatekici@yakmu.edu.tr

16、 This paper is adapted from Nezahat Ekici's Master Thesis of “Experiential Marketing and Vacation Experience The Sample of Turkish Airlines “ on 21.03.2012 that is supervised by Selda Ba?aran Alagöz © 201

17、4 Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/3.0/). Peer-review under responsibility of the International Strategic Management C

18、onference.502 Selda Ba?aran Alagöz and Nezahat Ekici / Procedia - Social and Behavioral Sciences 150 ( 2014 ) 500 – 510 rational. Marketers evaluate consumers as individuals that they act with their feeling

19、s and orient consumption experiences with the help of fantasies, senses and fun (Argan, 2007:79) Another feature of experiential marketing is, methods and tools are miscellaneous and have many interfaces, which means

20、they are eclectic. Understanding and defining consumer behaviours can be possible by using different qualitative methods rather than using one single methodology. For example; P Schmitt and Rogers (2008:119) perceive Si

21、ngapore Airlines as an experiential brand and evaluate it according to strategic experiential modules; they identify Singapore Airlines as new and respectable (sensual experience), polite and hospitable (emotional expe

22、rience), innovative and creative (intellectual experience), service and serving ways (behavioural experience), international and particular to Singapore at the same time (relationally experience). 2.2. Vacation Experie

23、nce In the beginning, consumption was because of “needs”, but in post modern day, the feelings of desire, wish and pleasure are also can be reasons for consumption. So that, consumption decreased rational characters and

24、 some experimental and irrational characters take place. Changing of human lifestyles, people’s desires to reward themselves because of intense working eras and needs to spent free times enjoyable are all supports tour

25、ism, vacation and therefore experience activities. Furthermore, people’s expectations and programs also increase in working periods or routine daylife. Evaluating the notion of tourism, vacations carried out for rest t

26、ime, enjoyment and commercial activity are all utilized in this manner (Tunç and Saç, 1998:14). All marketing attempts constitue vacation’s experiential dimension and aim to promise a vacation experience to c

27、ostumers to succeed a rememberable vacation, to develop exciting memories and to make them unforgettable. Experience contains lots of dimensions in a complex structure, so vacation experience will change related to qual

28、ity of interaction with consumers. Experential stimuli are provided for consumers in vacation experience. Marketers try to create a vacation experience by using these stimuli and focus on the physical and phsicologic b

29、enefit while interacting with consumers. During this interaction, it is highly important to plan and manage these stimuli contents correctly. Customers which are not only expecting to go one point to another, and also