IDEAS home Printed from https://ideas.repec.org/a/vrs/nybujo/v6y2018i1p21-46n2.html
   My bibliography  Save this article

To Explore the Effectiveness of Digital and Experiential Marketing in Attracting Customer Participation in the Hong Kong Wine and Dine Festival

Author

Listed:
  • Chui Margaret S. M.

    (Hong Kong Nang Yan College of Higher Education, Hong Kong)

Abstract

The purpose of this study is to explore the effectiveness of digital and experiential marketing in attracting customer participation in the Hong Kong Wine and Dine Festival. This study explores the evolution of theories and models of digital and experiential marketing, and how they account for participation in a specific event. Findings show that variables related to media have moderate to strong relationship to customer satisfaction: owned media - HKTB Facebook, paid media - search engine, earned media - word-of-mouth, experiential marketing - escapist, experiential marketing - entertainment. Customer satisfaction also has a moderate relationship to customer loyalty. To boost the number of visitors, it is critical to better utilize the owned media – HKTB Facebook, paid media - search engine, and earned media – word-of-mouth to provide information and get positive feedback from visitors. The experiential marketing seems to be equally important and the marketer/organizer should consider providing escapist and entertainment experiences for visitors.

Suggested Citation

  • Chui Margaret S. M., 2018. "To Explore the Effectiveness of Digital and Experiential Marketing in Attracting Customer Participation in the Hong Kong Wine and Dine Festival," Nang Yan Business Journal, Sciendo, vol. 6(1), pages 21-46, June.
    • Handle: RePEc:vrs:nybujo:v:6:y:2018:i:1:p:21-46:n:2
    DOI: 10.2478/nybj-2018-0002
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/nybj-2018-0002
    Download Restriction: no
    File URL: https://libkey.io/10.2478/nybj-2018-0002?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Rodoula H. Tsiotsou & Jochen Wirtz, 2012. "Consumer Behavior in a Service Context," Chapters, in: Victoria Wells & Gordon Foxall (ed.), Handbook of Developments in Consumer Behaviour, chapter 6, Edward Elgar Publishing.
    2. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    3. Gentile, Chiara & Spiller, Nicola & Noci, Giuliano, 2007. "How to Sustain the Customer Experience:: An Overview of Experience Components that Co-create Value With the Customer," European Management Journal, Elsevier, vol. 25(5), pages 395-410, October.
    4. G. Kuder & M. Richardson, 1937. "The theory of the estimation of test reliability," Psychometrika, Springer;The Psychometric Society, vol. 2(3), pages 151-160, September.
    5. Brady, Michael K. & Robertson, Christopher J., 2001. "Searching for a consensus on the antecedent role of service quality and satisfaction: an exploratory cross-national study," Journal of Business Research, Elsevier, vol. 51(1), pages 53-60, January.
    6. Mangold, W. Glynn & Faulds, David J., 2009. "Social media: The new hybrid element of the promotion mix," Business Horizons, Elsevier, vol. 52(4), pages 357-365, July.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Rizwan Raheem Ahmed & Dalia Streimikiene & Gerhard Berchtold & Jolita Vveinhardt & Zahid Ali Channar & Riaz Hussain Soomro, 2019. "Effectiveness of Online Digital Media Advertising as A Strategic Tool for Building Brand Sustainability: Evidence from FMCGs and Services Sectors of Pakistan," Sustainability, MDPI, vol. 11(12), pages 1-40, June.
    2. Hugo Martins & Paulo Carvalho & Nuno Almeida, 2021. "Destination Brand Experience: A Study Case in Touristic Context of the Peneda-Gerês National Park," Sustainability, MDPI, vol. 13(21), pages 1-17, October.
    3. Jinsoo Hwang & Kyuhyeon Joo & Joonho Moon, 2023. "Relationships among Experience Economy, Tour Quality, Tour Satisfaction, and Word-of-Mouth in the Senior Tourism Context in Korea: The Moderating Role of Tour Guiding Services," Sustainability, MDPI, vol. 15(8), pages 1-13, April.
    4. Gasparin, Isadora & Panina, Ekaterina & Becker, Larissa & Yrjölä, Mika & Jaakkola, Elina & Pizzutti, Cristiane, 2022. "Challenging the "integration imperative": A customer perspective on omnichannel journeys," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    5. Sindy Liu & Patsy Perry & Gregory Gadzinski, 2019. "The implications of digital marketing on WeChat for luxury fashion brands in China," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 395-409, July.
    6. Dessart, Laurence & Pitardi, Valentina, 2019. "How stories generate consumer engagement: An exploratory study," Journal of Business Research, Elsevier, vol. 104(C), pages 183-195.
    7. Chen, Lu & Li, Yong-Quan & Liu, Chih-Hsing, 2019. "How airline service quality determines the quantity of repurchase intention - Mediate and moderate effects of brand quality and perceived value," Journal of Air Transport Management, Elsevier, vol. 75(C), pages 185-197.
    8. Jinsoo Hwang & Seongseop (Sam) Kim & Insin Kim & Seulgi Park, 2023. "Factors Affecting the Memorable Experiences of Chinese Customers in Duty-Free Shopping," SAGE Open, , vol. 13(4), pages 21582440231, October.
    9. Söderlund, Magnus & Sagfossen, Sofie, 2017. "The consumer experience: The impact of supplier effort and consumer effort on customer satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 219-229.
    10. Waqas, Muhammad & Salleh, Noor Akma Mohd & Hamzah, Zalfa Laili, 2021. "Branded Content Experience in Social Media: Conceptualization, Scale Development, and Validation," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 106-120.
    11. Barnes, Stuart J. & Mattsson, Jan & Sørensen, Flemming, 2014. "Destination brand experience and visitor behavior: Testing a scale in the tourism context," Annals of Tourism Research, Elsevier, vol. 48(C), pages 121-139.
    12. Mahmoud Yasin & Lucia Porcu & Francisco Liébana-Cabanillas, 2019. "The Effect of Brand Experience on Customers’ Engagement Behavior within the Context of Online Brand Communities: The Impact on Intention to Forward Online Company-Generated Content," Sustainability, MDPI, vol. 11(17), pages 1-17, August.
    13. Rather, Raouf Ahmad & Hollebeek, Linda D., 2021. "Customers’ service-related engagement, experience, and behavioral intent: Moderating role of age," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    14. Ittamalla, Rajesh & Srinivas Kumar, Daruri Venkata, 2021. "Determinants of holistic passenger experience in public transportation: Scale development and validation," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    15. Muhammad Waqas & Zalfa Laili Binti Hamzah & Noor Akma Mohd Salleh, 2021. "Customer experience: a systematic literature review and consumer culture theory-based conceptualisation," Management Review Quarterly, Springer, vol. 71(1), pages 135-176, February.
    16. Frankline Otiende Awuor & Monica Awuor Ayieko & Patrick Odhiambo Hayombe & Stephen Gaya Agong, 2015. "A Classification of Tourism Offerings Based on Intrinsic Attributes," International Journal of Business and Social Research, LAR Center Press, vol. 5(7), pages 15-29, July.
    17. Camelia Kailani & Narcisa Ciobotar, 2015. "Experiential Marketing: An Efficient Tool to Leverage Marketing Communication Impact on Consumer Behaviou," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(1), pages 281-287, July.
    18. Hoyer, Wayne D. & Kroschke, Mirja & Schmitt, Bernd & Kraume, Karsten & Shankar, Venkatesh, 2020. "Transforming the Customer Experience Through New Technologies," Journal of Interactive Marketing, Elsevier, vol. 51(C), pages 57-71.
    19. Brian Garrod & David Dowell, 2020. "Experiential Marketing of an Underground Tourist Attraction," Tourism and Hospitality, MDPI, vol. 1(1), pages 1-19, August.
    20. Faseeh Amin Beig & Fayaz Ahmad Nika, 2022. "Impact of Brand Experience on Brand Equity of Online Shopping Portals: A Study of Select E-Commerce Sites in the State of Jammu and Kashmir," Global Business Review, International Management Institute, vol. 23(1), pages 156-175, February.

    More about this item

    Keywords

    Digital marketing; experiential marketing; Hong Kong Wine and Dine Festival;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:nybujo:v:6:y:2018:i:1:p:21-46:n:2. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.