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Autori: Kos Kavran, Andrijana; Lončarić, Dina; Dlačić, Jasmina
Naslov: Augmented reality experiential marketing in tourism
Izvornik: 5th International Scientific Symposium "Economy of Eastern Croatia - vision and growth" / Tonković Mašek, Anka (ur.). - Osijek : University of J.J. Strossmayer in Osijek, Faculty of Economics , 2016. 224-233.
ISSN: 1848-9559
Skup: 5th International Scientific Symposium "Economy of Eastern Croatia - vision and growth"
Mjesto i datum: Osijek, Hrvatska, 02-04.06.2016.
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.
Rad je indeksiran u
bazama podataka:
Conference Proceedings Citation Index - Social Science & Humanities (CPCI-SSH) (sastavni dio Web of Science Core Collectiona)
Vrsta sudjelovanja: Predavanje
Vrsta prezentacije u zborniku: Cjeloviti rad (više od 1500 riječi)
Vrsta recenzije: Međunarodna recenzija
Izvorni jezik: ENG
Kategorija: Znanstveni
Znanstvena područja:
Ekonomija
URL Internet adrese: https://www.dropbox.com/s/r18pmbfg8utnumn/GIH%202016.pdf?dl=0
Upisao u CROSBI: Jasmina Dlačić (jasmina.dlacic@ri.t-com.hr), 1. Srp. 2016. u 13:59 sati



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