Conceptualising experiential marketing strategies in tourism and hospitality

This paper explores the incorporation of experiential marketing strategies into the business models of tourism and hospitality firms, arguing that such an approach can enhance consumer experience and differentiate firms in a competitive market. Building on previous research that investigates experiential marketing in broader contexts, this study reviews existing research and practices to identify key issues and proposes a typology of experiential strategies specifically tailored to tourism and hospitality. While focusing solely on these sectors, the paper acknowledges the potential for future research to extend these findings to other industries. Practical implications include offering industry guidelines to evaluate the impact of experiential marketing strategies. The originality and value of this paper lie in its contribution to tourism and hospitality literature by conceptualising experiential strategies as a differentiation tool, thus providing new directions for both academic inquiry and industry practice.