文化旅游产品的体验式营销外文翻译资料

 2021-12-26 16:43:52

英语原文共 24 页

Experiential marketing in sport spectatorship services: a customer perspective

Introduction

Experiential marketing is everywherersquo; (Schmitt, 1999a, p. 53). Over the past 25 years, experiential marketing has found increasing favour among researchers and practitioners who consider it an innovative approach for companies and brands to both fulfil customer expectations and to create and maintain a competitive advantage (Carugrave; amp; Cova, 2006a; Tynan amp; McKechnie, 2009). The sport-service industry is no exception to this trend. The main principle of this marketing approach relies on consumer immersion in unforgettable and extra-ordinary experiences based on a new category of additional offers, associated with original products and services (Carugrave; amp; Cova, 2006a).

Although many practitioners estimate that experiential marketing, through the creation of personally relevant and emotional experiences, can generate brand advocacy, loyalty and positive word-of-mouth, little empirical work has been conducted to challenge these assumptions (Tynan amp; McKechnie, 2009; Verhoef et al., 2009). Furthermore, while there are a few observers that acknowledge these successful innovations based on positivist (or post-positivist) and quantitative evaluations (e.g. total numbers of consumers, increased revenues, etc.), there is little interest in understanding the subjectivist nature of the consumption experiences lived by these spectators; that is, what might be considered the deep reasons of such successes, and the potential outcomes in terms of loyalty and commitment. This is especially so in the sport-spectacle service industry where professional clubs, leagues and sporting events have increasingly adopted an experiential marketing approach to increase attendances, revenues, etc., with little or no knowledge of: how various spectators live and perceive their lsquo;extraordinaryrsquo; experiences; how it impacts on consumer behaviour; or, the nature of spectatorsrsquo; relationships with brands.

The games and events occasionally organised by Stade Franccedil;ais Paris Rugby Club (PRC), at the Stade de France (i.e. Francersquo;s biggest sports stadium) provide an excellent case in point of this new marketing approach, with the implementation of various preand post-game shows and entertainment. These shows and displays, which have become increasingly unique and extravagant, have allowed the Parisian club to attract an increasing number of spectators (approximately 80,000 each time), and consequently (and regularly) break attendance records for regular-season rugby union matches (Bodet, 2009). This is particularly noteworthy given that in the past the club very rarely lsquo;sold outrsquo; its regular home games based at Stade Jean-Bouin, with attendances rarely reaching the 12,000 capacity of the stadium. While at first sight one might attribute this success primarily to the implementation of an experiential marketing approach, such reasoning may actually be somewhat premature given that the experiential marketing approach, in this case, was accompanied by a reduced-price ticket strategy (i.e. tickets given out for free, euro;5 tickets, etc.). Moreover, little is known about the profile of these spectators, the impact of this strategy on various consumer segments or on the sport organisationrsquo;s brand equity, which significantly limits any conclusions drawn regarding the supposed universal and positive impact of experiential marketing in this type of service industry.

With the above in mind then, the aim of this study is to better understand the subjectively based aspects of lsquo;extraordinary experiencesrsquo; in the sport-spectacle services, which are lived by spectators. Furthermore, the consequences of such experiences in terms of consumer behaviour and perceived brand equity will also be explored. In order to achieve this, a series of 26 in-depth semi-structured interviews were conducted with Stade de Francersquo;s spectators of Stade Franccedil;ais PRCrsquo;s games. This paper starts with a review of the concepts of consumption experiences and experiential marketing, followed by a discussion concerning their application in the context of sport spectacle services. The methodology is then presented, followed by an analysis of the results and the implications of these in terms of marketing strategies and mix.

Literature review

The literature review is comprised of three sections. The first section aims to define the concept of consumer experience from a marketing perspective. The second section seeks 324 N. Chanavat and G. Bodet Downloaded by [Temple University Libraries] at 05:54 15 November 2014 to distinguish the production of experiences from experiential marketing, which is in fact a particular type of experiencesrsquo; production. The third section focuses on the notion of consumer experiences in the context of sport spectacle services.

From a marketing perspective, however, experience is considered much more objective and positive, with an outcome that should lsquo;be something extremely significant and unforgettable for the consumer immersed into the experiencersquo; (Carugrave; amp; Cova, 2003, p. 273). According to Carugrave; and Cova (2006a), consumption experiences encompass five distinctive characteristics: (1) the specificities of experiential actors, who are seen as active contributors, more so than customers; (2) the experiential consumption-generating process, which has to be extended beyond purchase situations and is comprised of: prepurchase, purchase, core consumption and remembered consumption and nostalgia experiences (Arnould, Price, amp; Zinkhan, 2002); (3) the field of application, which refers to the types of industry or offer; (4) the scope of its impact, characterised by consumersrsquo; immersion levels in experiences; and (5) the social or societal prints or impacts of experiential marketing (Carugrave; amp; Cova, 2006a). Historically, the experiential side of consumptio

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