Experiential marketing and purchase intention of ecotourism experiences: Z-Generation case

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dc.contributor.authorNogueira, Sónia
dc.contributor.authorDurão, Marília
dc.contributor.authorPacheco, Luís Miguel
dc.contributor.authorRamazanova, Makhabbat
dc.contributor.authorCarvalho, João M. S.
dc.date.accessioned2024-07-04T15:50:38Z
dc.date.available2024-07-04T15:50:38Z
dc.date.issued2024-03-11
dc.description.abstractConsumers are more willing to invest in experiences with relaxation and stress reduction. Tourism, a pivotal driver of the economy, and its associated activities hold significant potential for experiential marketing. It is particularly evident in the growing interest of tourists in natural settings and experiences related to nature, fostering an environment conducive to the expansion of ecotourism. Consequently, an exploratory study was conducted with the following research question: How does experiential marketing relate to consumer satisfaction, loyalty, word-of-mouth, and intention to purchase ecotourism experiences, explicitly focusing on Generation Z? - The results indicate positive correlations between experiential marketing and satisfaction constructs, consequently establishing a link between satisfaction, loyalty, word-of-mouth promotion, and purchase intention. Thus, the findings provide valuable insights into the behaviors of ecotourism consumers and how experiential marketing can facilitate the development of more effective marketing strategies to enhance tourist satisfaction.
dc.identifier.citationNogueira, S., Durão, M., Pacheco, L. M., Ramazanova, M., & Carvalho, J. M. S. (2024). Experiential marketing and purchase intention of ecotourism experiences: Z-Generation case. In R. Balkaran, & C. Hattingh (Eds.), Proceedings of the 7th International Conference on Tourism Research, ICTR 2024. Cape Town, South Africa, 18-19 march 2024, 7(1),(pp. 270-279). Academic Conferences International Limited. https://doi.org/10.34190/ictr.7.1.2042. Repositório Institucional UPT. https://hdl.handle.net/11328/5734
dc.identifier.isbn978-1-914587-95-5
dc.identifier.isbn978-1-914587-94-8
dc.identifier.issn2516-3612
dc.identifier.issn2516-3604
dc.identifier.urihttps://hdl.handle.net/11328/5734
dc.language.isoeng
dc.publisherAcademic Conferences International Limited
dc.relation.hasversionhttps://doi.org/10.34190/ictr.7.1.2042
dc.rightsopen access
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.subjectEcotourism
dc.subjectExperiential marketing
dc.subjectGenZ
dc.subjectLoyalty
dc.subjectPurchase intention
dc.subjectSatisfaction
dc.subjectWord-of-mouth
dc.subject.fosCiências Sociais - Economia e Gestão
dc.subject.fosCiências Sociais - Outras Ciências Sociais
dc.titleExperiential marketing and purchase intention of ecotourism experiences: Z-Generation case
dc.typeconference paper
dspace.entity.typePublication
oaire.citation.conferenceDate2024-03-18
oaire.citation.conferencePlaceCape Town, South Africa
oaire.citation.endPage279
oaire.citation.issue1
oaire.citation.startPage270
oaire.citation.titleProceedings of the 7th International Conference on Tourism Research
oaire.citation.volume7
oaire.versionhttp://purl.org/coar/version/c_970fb48d4fbd8a85
person.affiliation.nameREMIT – Research on Economics, Management and Information Technologies
person.affiliation.nameREMIT – Research on Economics, Management and Information Technologies
person.affiliation.nameREMIT – Research on Economics, Management and Information Technologies
person.affiliation.nameREMIT – Research on Economics, Management and Information Technologies
person.familyNameNogueira
person.familyNameDurão
person.familyNamePacheco
person.familyNameRamazanova
person.familyNameCarvalho
person.givenNameSónia
person.givenNameMarília
person.givenNameLuís Miguel
person.givenNameMakhabbat
person.givenNameJoão M. S.
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