Adoption of Organizational Changes toward Experiential Marketing Strategies: A Study Based on High-End Hotels in Central Province, Sri Lanka

Experiential Marketing is a trend in marketing that involves customers engaging with a brand in a two-way relationship. This research focuses on the implementation of Experiential Marketing practices in the hospitality industry, specifically in Central Province Sri Lanka's high-end hotels. The scarcity of studies on experiential marketing strategies and adoptions highlight the need for this study. The study evaluates the current Experiential Marketing strategies and explores the potential of implementing Experiential Marketing with appropriate internal changes. The research aims to evaluate the Experiential Marketing strategies implemented by high-end hotels in Sri Lanka using qualitative methods such as interviews and content analysis. The researchers follow a step-by-step guide for data collection, analysis, and interpretation, using purposive sampling for transferability and visiting selected high-end hotels to enhance credibility. The study suggests that personalization of services is crucial for making customers feel unique, and hotel touchpoints should be augmented with experiences. The research also suggests that internal changes within an organization can lead to excellence in resource optimization, strategic modernization, and agile adoption. Implementing an integrated management framework can enhance Experiential Marketing strategies and drive better results. The findings will contribute to the academic discourse on Experiential Marketing and provide practical insights for the high-end hotel industry in Sri Lanka.