Effects of experience on valuing a tourist event: A theoretical review and propositions

Abstract

Events are a privileged way of creating experiences. Experiential marketing brings the brand to life, establishing a more complete, interactive and compelling perception, and is an essential source of competitive advantage for event organizers in the tourism context. The aim of this study is to formulate some propositions that may contribute to the analysis of the effects of experiential values on visitor’s satisfaction and post-event behavior. Next, a conceptual model is presented, which includes all the constructs necessary to elaborate the data collection. The article ends with a conclusion and some recommendations on how to operationalize this study.