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WORKSHOP PROCEEDINGS
Tourism & creative industry . Valencia, July, 11&12th, 2013
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functional quality of service process (=how), which both affect the image and
all these together determine experienced quality. In this paper we will speak
about customer (tourist) total experience in order to expand the concept of
quality into an experience as it fits well to travelling there individuals are longing
for experience. In this sense, experiential marketing include key concepts for
tourism management as strategy, planning, memory, experience and emotions.
Some tools can be used, for example, emotional storytelling, visual recording,
experiential branded content, etc. As an illustrative example, we present the
study case of Bodegas Gandia, a creative and innovative celler that offers some
products to attract wine tourists. In this sense, in the corporative web we can see
some details about innovative wine touristic products: wine tasting (including
nine wines tasting and explanation of tasting processes), a visit to the cellar and
a balloon flight over the vineyards.