engleski

Augmented reality experiential marketing in tourism

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.

experience marketing ; experiential marketing ; experience ; tourism ; augmented reality

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