Naslov
Augmented reality experiential marketing in tourism

Autori
Kos Kavran, Andrijana ; Lončarić, Dina ; Dlačić, Jasmina

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
5. međunarodni znanstveni simpozij Gospodarstvo istočne Hrvatske - vizija i razvoj / Mašek Tonković, Anka - Osijek : Sveučilište Josipa Jurja Strossmayera u Osijeku, 2016, 224-233

Skup
5. međunarodni znanstveni simpozij Gospodarstvo istočne Hrvatske - vizija i razvoj

Mjesto i datum
Osijek, Hrvatska, 02.06.2016. - 04.06.2016

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
experience marketing ; experiential marketing ; experience ; tourism ; augmented reality

Sažetak
Experiential marketing was created as a response to the inability of traditional marketing to adjust to the new market conditions of large amount of information and communication revolution. It is a relatively new concept in marketing, defined in different ways by different authors. The methodology in this paper is theoretical research and the main objective is to analyze the various concepts of experience and experiential marketing and to show difference between two concepts. In addition to show application of experiential marketing in tourism with the support of high technology, respectively augmented reality, which is in focus of Augmented Reality Experiential Marketing (AREM). Contribution of this paper lies in providing a comprehensive review of the experience, experiential marketing and augmented reality literature as well as it can serve as a guide for future studies in the area.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA