Explaining the dimensions of experiential marketing on cultural tourism branding in Neishabur city

Subject Areas : Urban and Regional Planning Studies

fatameh  faramarzpour ¹ (University professor, Department of Management, Comprehensive Scientific and Applied University, Applied Science Center of Khayyam Electric Industries Company, Neishabor, Iran)
parviz  saeedi ² (Associate Professor, Department of Management, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran([e-mail]) ,Responsible author)

Received: 2020-04-21 Accepted : 2023-05-09 Published : 2024-05-21

Keywords: Cultural Tourism, Experimental Marketing, cultural tourism branding,

Abstract :

Cultural tourism destinations are particularly important because they provide opportunities for snapshots of the region's image and history, symbolizing the identity of a community &enhancing the vibrancy of local economies, &experimental marketing engages the minds of tourists with knowledge, creative thinking &problem-solving experience, focusing on the perception &wisdom of individuals, and targets, through stimulation & convergence ,divergent customer thinking. The aim of this study is applied-developmental research ,in terms of implementation method, it is descriptive-survey research & correlational research. The information required for the research is obtained through a questionnaire. The statistical population of this study is the relevant experts and professors who were selected based on non-random method and snowballs 20 people were selected. And research questionnaire was given to them. To determine the relations &leveling the dimensions of experimental marketing in branding cultural tourism in Neishabour city, the method of interpretive structural equations has been done using Lisrel software. Based on the findings, experimental marketing factors were classified into 4 levels. The experience of the five senses is at the fourth level of the model, it has the highest impact & the least impact on the model. Identity experiences are at the third level of the model, after sensory experiences, it has the highest impact compared to other components. Behavioral responses are at the second level of the model, more effective than the factors of previous levels. Emotional, interactive and exciting experiences are at the first level of the model, with minimal impact ,maximum impact on the model.