The measurement of experiential marketing strategies for millennials in the Spanish leisure hotel sector
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Abstract
The aim of this research is to check whether the experiential marketing and customer experience strategies implemented by hotels constitute differential factors to attract the millennial segment to their accommodation, as well as to determine up to what extent these strategies are successful and profitable. In order to fulfil this purpose, different research and surveys have been carried out. In the first place, we led a behavioural research of the target when choosing accommodation for their holidays. The purpose of this research was to find out the target’s insights as well as the constructs they appreciate most, in order to later determine the cost-effectiveness of the strategies used. The approach was neuroqualitative, however supplemented with a quantitative technique. So as to analyse the insights of the millennial segment, as well as to define the buyer persona, a CAWI semi-structured survey (simple random sampling) was used, with the aid of the following techniques: focus group and an implicit association test. Also different personalities from the hotel sector were interviewed in depth by means of semi-structured interviews so as to look into their opinions about the use of experiential marketing in their business plans, in regard to the millennial segment. Once gathered this information we have performed a multifactorial analysis of the concept “experience”, making use of the constructs discovered in our research.
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