Analysis of the experiential marketing in tourist destinations by Juan Carlos Losada

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION CASE STUDY: “TURESPAÑA” A dissertation submitted by Juan Carlos Losada In partial completion of the award of MA European Tourism Management

School of Services Management Bournemouth University. Dalarna University (Börlange, Sweden) Heilbrönn University (Heilbrönn, Germany) (2009/2010)

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

DISSERTATION DECLARATION

I declare that this dissertation is my own unaided work. I have not included any material or data from other authors or sources which are not acknowledged and identified in the prescribed manner. I have read the section in the Student Handbook on Assessment Offences and understand that such offences may lead the Examinations Board to withhold or withdraw the award of Master of Arts. Juan Carlos Losada

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

ABSTRACT

Advertising plays a significant role in the selection of a destination, and it can be used to create a competitive advantage of a country. The promotional advertisements of Spain are changing to a new experiential approach, improving and multiplying the effects of communication and the importance of emotions and feelings to awake consumer´s senses. The purpose of this research is to analyse the effectiveness of the experiential advertising used in Spain to promote the destination abroad. For this reason seven hypotheses have been formulated in order to contrast the proposed statements with the results of the research. The research method to achieve the objectives is to conduct a comparative analysis between two different campaigns, “Everything under the Sun” and “I need Spain”. The first one is a traditional and informative campaign launched in 1986, and the second one has a different approach based on experiences and emotions, used by the National Tourism Board “Turespaña” as a new promotional model in recent years. Secondary and primary sources were used in the research. Secondary sources were composed of articles, journals and books, while a survey was designed to get information from primary sources. The questionnaire was sent by e-mail to 240 Germans during May and June, having at the end a sample of 122 respondents. The results of the analysis show that the components of the sample have a more positive attitude towards the experiential advertisement “I need Spain”, in the cognitive, affective and conative aspects of consumer‟s attitude. However, the majority of them (67, 2%), think that the traditional advertisement represent better the image of Spain to promote the country abroad, being more informative and realistic than the experiential model. Word count of the dissertation: 16.715 3

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

ACKNOWLEDGEMENTS

I would like to thank my family and friends for their continuous encouragement, support and understanding, not only during the completion of this paper, but through all my life. I would also thanks to my supervisor, Teresa Villacé, for his availability, advices and support during all the process of completing this research.

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

Table of Contents

Dissertation declaration ..................................................................................................... 2 Abstract ............................................................................................................................. 3 Acknowledgements ........................................................................................................... 4 Table of contents ............................................................................................................... 5 List of tables ...................................................................................................................... 8 List of figures .................................................................................................................... 9 List of abbreviations ........................................................................................................ 10

CHAPTER 1 - INTRODUCTION 1.1 Background of the study ........................................................................................ 12 1.1.1 Advertising and tourist destination ................................................................. 13 1.1.2 Traditional advertising & Expertiential advertising ....................................... 13 1.1.3 Advertising effectiveness ............................................................................... 15 1.2 Rationale of the study ............................................................................................ 15 1.3 Aim and objectives ................................................................................................ 16 1.4 Dissertation Structure ............................................................................................ 18

CHAPTER 2 – LITERATURE REVIEW 2.1 Tourism Advertising .............................................................................................. 20 2.1.1 Printed Advertising ......................................................................................... 21 2.1.2 Destination image of a country ....................................................................... 22 2.1.3 Destination image as a competitive value ...................................................... 24 5

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

2.2 National Tourism Organisations. The case of “Turespaña” .................................. 25 2.3 Why these two advertisements campaigns of Spain? ............................................ 25 2.4 German Market ...................................................................................................... 30

CHAPTER 3 – THE EXPERIENTIAL ADVERTISING 3.1 What is an experience? .......................................................................................... 33 3.2 The Experiential Marketing. Concept ................................................................... 34 3.3 Experience economy ............................................................................................. 36 3.4 Customer Experience............................................................................................. 36 3.5 Experience as a competitive value ........................................................................ 38 3.6 Experiential attitude............................................................................................... 40

CHAPTER 4 – ADVERTISING EFFECTIVENESS 4.1 Advertising Effectiveness. Concept ...................................................................... 42 4.1.1 Actors of advertising effectiveness ................................................................. 42 4.1.2 Components of consumer´s attitude ............................................................... 44 4.2 Control of Advertising ........................................................................................... 45 4.3 Advertising effectiveness measures ...................................................................... 46 4.3.1 Cognitive techniques of advertising effectiveness ......................................... 47 4.3.2 Affective techniques of advertising effectiveness .......................................... 48 4.3.3 Conative techniques of advertising effectiveness ........................................... 50

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

CHAPTER 5 – METHODOLOGY 5.1 Research ................................................................................................................ 52 5.2 Research aim and objectives ................................................................................. 52 5.3 Hypotheses ............................................................................................................ 53 5.3.1 Cognitive Component ..................................................................................... 53 5.3.2 Affective Component...................................................................................... 54 5.3.3 Conative Component ...................................................................................... 54 5.4 Secondary Research............................................................................................... 55 5.4.1 Sources ............................................................................................................ 55 5.5 Primary Research................................................................................................... 57 5.5.1 Questionnaire Design...................................................................................... 57 5.5.2 Sample ............................................................................................................ 58 5.5.3 Data Collection ............................................................................................... 59 5.5.1 Pilot Test ......................................................................................................... 60 5.6 Analysis ................................................................................................................. 61 5.7 Limitations of the research .................................................................................... 62

CHAPTER 6 – RESULTS AND MAIN FINDINGS 6.1 Results of the survey ............................................................................................. 63 6.1.1 Sample and personal data ............................................................................... 63 6.1.2 Socio-demographic Variables: Sex and Age .................................................. 63 6.1.3 Rate of remember and recognition ................................................................. 68 6.1.4 Representative of Spain as a tourist destination ............................................. 69 6.1.5 Travel´s desire ................................................................................................ 70 6.1.6 Purchase intention ........................................................................................... 70 7

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

6.1.7 Liking technique ............................................................................................. 71 6.2 Main Findings ........................................................................................................ 72

CHAPTER 7 – CONCLUSIONS AND RECOMMENDATIONS 7.1 Conclusions ........................................................................................................... 76 7.2 Recommendations for the tourist industry ............................................................ 77 7.3 Recommendations for future research ................................................................... 78

Bibliography and references ..................................................................................... 80

Appendices ................................................................................................................. 93

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

List of tables

Table 2.1 Leading destinations of German outbound holiday travellers (2008)............. 31 Table 4.1 Actors and factors of advertising effectiveness .............................................. 43 Table 6.1.Opposite adjectives Analysis .......................................................................... 68

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

List of figures

Figure 2.1 Tourist images ............................................................................................... 23 Figure 2.2 Advertising campaign: “Everything under the sun” ...................................... 27 Figure 2.3 Advertising campaign: “I need Spain” .......................................................... 29 Figure 2.4 Outbound and Domestic Travel in the German market (2008) ..................... 30 Figure 3.1 Hallmarkt Star Value ..................................................................................... 39 Figure 4.1 Components of consumer´s attitude .............................................................. 44 Figure 6.1 Gender .......................................................................................................... 64 Figure 6.2 Age................................................................................................................. 64 Figure 6.3 German people who have and not have visited Spain ................................... 64 Figure 6.4 Kind of tourism .............................................................................................. 65 Figure 6.5 Recognition´s Rate......................................................................................... 68 Figure 6.6 Comparison of images representitive of Spain .............................................. 69 Figure 6.7 Travel´s desire ............................................................................................... 70 Figure 6.8 Purchase intention.......................................................................................... 71 Figure 6.9 Liking............................................................................................................. 71

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

List of abbreviations

ad - Advertisement e.g. – For example et al. – And others Etc. – Et cetera GDP – Gross Domestic Product IET – Tourism Statistics Institute (Spain) INE – National Statistics Institute (Spain) PICTE – Plan Integral de Calidad Turistica Española (2002 – 2006) SEM – Strategic Experiential Modules UNWTO World Tourism Barometer (January 2010) WTO – World Tourism Organisation WTTR – World Travel Trends Report (ITB 2009)

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

CHAPTER 1 - INTRODUCTION

Introduction This chapter introduces the topic of the dissertation and sets the framework of the research. The section also includes the rationale of the research, the aim and objectives, the hypotheses set according to the theoretical analysis, and finally the structure of the dissertation will be also presented. 1. Background of the study According to the World Tourism Trend Report (2009), “tourists have been changing traditional destinations such as Spain, Portugal and the Caribbean for newer ones in North Africa, the Eastern Mediterranean and further afield”. In 2009, 52.2 million tourists arrived to Spain, 8.7 less than in 2008 and caused that Spain was degraded to the third place in the ranking as the most visited tourist destination in the world behind France and the U.S.A (IET 2009). The tourism in Spain since the early 1960s has been an important income generator and a source of employment with over 11% of GDP (Harrison and Corkill 2004). These facts provoke that Spain may increase the effort in developing effective promotional campaigns for the main outbound markets in order to prevent a decline in the number of tourists. The Spanish Government has seen the importance of the promotion of Spain abroad as a potential tourist destination and for this reason its budget has been increased more than 20% in the past two years. This has provided, the ability to reach 259 agreements with Spanish regions, public and private enterprises, airlines in 2009 which have added €25 million € to the Spanish promotional budget, elevating it to a total of €42 million (Plan Operativo de la Secretaria General de Turismo 2008). The Operational Plan of The General Secretariat of Tourism in Spain (2008) has created a new line of products with unique content and experiential value called “Privilege Spain”. 12

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

The aim of this model is to create innovative product lines for living unique experiences and different from the standard tourist products, improving Spain´s competitive positioning, segmenting the market, adjusting the product to the wishes of the buyer and measuring the return on investment. 1.1.1 Advertising and tourist destination “There are a number of likely through which tourism advertising influences destination choice” (Kim et al. 2005). Actually, we are in the middle of a revolution in the field of marketing. A revolution that tries to replace traditional features and benefits of products and services through a new approach based on living unique emotions and experiences (Smith 1999). This marketing´s approach evokes all types of emotions, feelings and experiences in the consumer (Schmitt 1999). The term experience will be one of the most important aspects to be discussed in the research, as one of the emotional elements used in tourism advertising to generate the desire to select a tourist destination or another. Bagozzi et al (1999) define emotions as “a mental process that arises from the evaluation of a fact or thought, which are expressed physically and can lead to specific actions depending on the nature and the thoughts of the individual”. According to Edell and Burke (1987) argue that any advertising evokes some kind of emotions: boredom, indifference, joy, entertainment, etc; suggesting that an advertisement has emotional character when you create the specific purpose of provoking certain emotions and experiences. 1.1.2 Traditional advertising & The Experiential advertising Since no literature exists to date regarding the traditional and experiential advertisements to give a definition of these concepts, for this research, the traditional advertisement will be associated with informative advertising, and the experiential advertisement with emotional advertising.

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

The informative Advertising is the one that provides factual, verifiable and relevant information on a brand, so that consumers have major ability to assess the benefits of the products after having seen an advertisement of these characteristics (Puto and Wells 1984). Meanwhile, experiential advertising is integrated into the so-called emotional advertising, since it is designed to inform feelings and create an experiential value on the audience. Furthermore, Havlena and Holbrook (1986) identified that the most important factors in advertising based on experiential values are emotional factors, which according to Russell and Snodgrass (1987) are personal perception of emotions and feelings. This is one of the main reasons why experiential advertising is a key element of the emotional dimension. According to Lopez (2007), these two types of advertising are understood in different ways. One of them is represented by informative advertising, which focuses on providing information about the product or service. This type of advertising evokes a very small number of emotions with a reduced intensity. The traditional campaign used in the research is “Everything under the Sun”, and informs about traditional aspects of Spain, in this case a typical Spanish beach that is full of people. In contrast, the other way is represented by an emotional value focused on the experiential advertisement “I need Spain” and the generation of emotions and feelings in the audience (Schmitt 1999). This advertisement evokes on the consumer the desire to enjoy with the family of a paradise beach. Within emotional advertising it is possible to identify different kinds of strategies. Zeitlin and Westwood (1986) argue that emotions can play three different roles in the field of communication; contributing to inform about product attributes, to act as benefits in themselves and to influence directly in the attitudes. These authors identify the emotional value as a key tool to generate a response of cognitive character, e.g. to increase the visibility of the ad and the brand on the one hand, and on the other hand, to evoke an emotional response, where the feelings and experiences provoked by advertising go to the brand.

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

1.1.3 Advertising effectiveness In advertising effectiveness research, it has been given much attention to the measurement of advertising effectiveness and media channel choice. To evaluate the effectiveness of travel destination advertisements it is necessary to focus in that a promotional campaign “stimulates” visits to a particular destination (Batra et al. 1995). The fact that an advertisement like it or not, is directly associated with the concept of attitude, and it is defined as the favourable or unfavourable opinion to a particular external stimulus, which can be a product, an idea or an advertisement (Lutz 1984). In this case, the research will explain the role of emotions in advertising used to promote a destination mainly based on emotional and experience values and not only informative and traditional aspects. 1.1 Rationale of the study From a personal point of view, the researcher in the field of marketing has always been interested in selling a product or service based on mainly economic, environmental and social factors, but there are other aspects that also influence the consumer. It is for this reason that the dissertation investigates a new marketing´s approach based on experiential aspects, which in recent years has been very popular and used in Spain. This dissertation was planned to be done in the German market, given that Germany is the main outbound market in Europe, and Spain is for this market one of the first destination choices. For professional reasons, the researcher is interested in improving his knowledge about this topic as a possible work field for the future. This research would benefit both tourist industry and the national tourism boards, given that a new marketing tool will be known, influencing people to visit destinations based on internal and emotional values. This study will also show the opinion of the German tourists regarding both traditional and experiential advertising campaign, their advantages and disadvantages and which of both has a higher positive impact when generating the desire to travel. 15

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

For academic reasons, many studies can be found about measuring the effectiveness of tourism advertising, but the fact of getting the evaluation of the advertising effectiveness and the experiential approach together has not been researched by many authors previously. 1.3 Aim and objectives The overall aim of this research is “to analyze the effectiveness of the experiential advertising used in Spain to promote itself abroad, comparing this experiential value with an informative advertising”. In order to achieve this aim the objectives of this research will be: 

To examine two different advertising campaigns of Spain, focusing on the traditional and experiential dimension.



To study the impact of the experiential value on the German market.



To establish which of both traditional and experiential advertising is more effective to promote Spain as a tourist destination.

This research aims to compare empirically which of both, the traditional and the experiential campaigns used by “Turespaña” are more effective to promote the image of Spain in the German market. To verify the attainment of these objectives raise a number of hypotheses based on consumer´s attitude towards the advertisement (the cognitive, affective and behavioural components), which are derived from theoretical analysis developed in Chapters two, three and four of the research. The objectives of the research have the main goal of answering the following hypotheses. H1: The cognitive component of the advertisement “I need Spain” is more positive than the advertisement “Everything under the Sun”. H2: The traditional advertisement of Spain “Everything under the sun” has a higher remember and recognition’s rate than the advertisement “I need Spain”. 16

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

H3: The answers generated both cognitive and affective by individuals after the ad exposure, influence more positive in the attitude towards the advertisement “I need Spain” than the advertisement “Everything under the sun”. H4: The experiential advertisement creates in the individual an attitude toward the ad more positive than a traditional advertisement. H5: The image of the advertisement “I need Spain” is more attractive for the respondents than the image of the advertisement “Everything of the Sun”. H6: The attitude toward the advertisement generated by the ad “Everything under the sun” influences more positively in the purchase intention of the consumer than the advertisement “I need Spain”. H7: The advertisement “I need Spain” is more effective to represent the image of Spain than the advertisement “Everything under the sun”. To achieve the objectives and to verify the hypotheses of the research, both secondary and primary data have been gathered throughout the study. Secondary research

As secondary research, a review of the literature based on useful information and previous topics related to purposes of the dissertation was chosen. Therefore, the secondary research consists of a series of different documents and publications of “Turespaña”, textbooks, journals about marketing, effectiveness of advertising, tourism research, and previous dissertations, providing a background for the analysis. Primary research

Primary sources have been required as well for the analysis of the research. The primary data collection consists in a survey via e-mail with 122 questionnaires in the German market conducted during June and July 2010.

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

1.4 DISSERTATION STRUCTURE Chapter 1: Introduction To begin with, this chapter introduces the topic of the dissertation and sets its framework of the research. Secondly, the section also includes the rationale of the research, the aim and objectives, and the hypotheses set according to the theoretical analysis. Chapter 2: Literature Review First, this chapter reviews the literature related to the topic, focusing in previous research that has been written. This section explains both the advertising‟s role as an important marketing tool in the tourist industry to generate tourist‟ arrivals, and its importance in the National Tourism Board “Turespaña” for the promotion of Spain abroad as a potential tourist destination. Secondly, the author argues the reasons for choosing the two different advertisements of Spain used in the research. Finally, a review of the main tourist figures of the German market as a case study is also analyzed. Chapter 3: The Experiential Marketing This chapter presents a thorough review of the body of knowledge based on the concept of experiential marketing. The main attention is focused in a new marketing approach related with experiences, emotions and feelings; and how this marketing approach is being used by the advertising campaigns of Spain for its promotion abroad. Chapter 4: Advertising effectiveness The research continues with the literature review in the field of advertising, identifying what constitutes “advertising effectiveness”. The author will focus on the main techniques that have been used in the research to measure the effectiveness of both traditional and experiential advertisements used by “Turespaña”. These techniques will analyze the components of consumer‟s attitude - cognitive, affective and behavioural – and the influence of these components towards the advertisement.

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

Chapter 5: Methodology This chapter presents the methodology used in the research in order to achieve the research aim and objectives. Once the author has established the aim and objectives of the research, the hypothesis will be presented. Secondly, it will be proceed to explain the secondary and primary research and the analysis of the data. The limitations occurred during the research will also be mentioned at the end of this chapter. Chapter Six: Results and Main Findings This chapter presents the results and the main findings of the primary research conducted by the author in the German market. Chapter Seven: Conclusions and recommendations Conclusions about the research are presented in this chapter, by reviewing the results against the hypothesis and answering the questions proposed. It also suggests some recommendations for future research and even for managers of the tourist sector.

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

CHAPTER 2 - LITERATURE REVIEW

Introduction This chapter reviews the literature related to the topic, focusing in previous research that has been written. This section explains both the advertising‟s role as an important marketing tool in the tourist industry to generate tourist‟ arrivals, and its importance in the National Tourism Board “Turespaña” for the promotion of Spain abroad as a potential tourist destination. Then, the author argues the reasons for choosing the two different advertisements of Spain used in the research. Finally, a review of the main tourist figures of the German market as a case study is also analyzed. 2.1 Tourism Advertising Advertising is one of the phenomena in our time, and plays an essential role in the communication and promotional activity unfolded by the tourism organizations (Muhcina et al. 2005). However, advertising can be understood from different perspectives. Campanario (1996) explains that advertising is used to influence the opinion of citizens. In contrast, the economist John Kenneth Galbraith (1992) argues that advertising is a key component of the actual socio-economic system, and according to Johnson and Mesmer (1991) it can influence aspects such as knowledge, attitude or purchase intention. Instead, Cao (1999) defends both ideas, arguing that advertising is useful to increase sales of a product or a service, to improve the firm´s “corporate image”; to persuade people that the company is benevolent and trustworthy, and to change the behavior of people. The author has chosen the printed advertising used by “Turespaña”, in order to know the influence of this marketing tool in the image that customers have of tourist destinations.

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

2.1.1. Printed Advertising The advertising through printed materials is situated among the most frequently used advertising instruments (Muhcina et al. 2005) and have a significant dimension in marketing budget. Printed advertising is useful to inform tourists on the present offer or on the new products or services, to influence the tourists´ attitude in a favorable way towards the brand and its offer, or to convince them to buy these tourism products or services (Muhcina et al. 2005). It can also be used as a communication support and additional instrument and as part of other communication approaches, such as direct marketing or marketing events, amplifying their effects. As a part of the tourism promotion, the role of printed advertising, such as catalogues, prospectuses, posters, tourism brochures, rise especially on certain annual periods, correspondent to holidays. Designed in an attractive way, elaborated in languages of international circulation, including useful pieces of information, the tourism publications are successfully used at a local scale as well as at a national or international one (Muhcina et al. 2005). Printed materials are not only use to increase the interest of potential tourists but also to inform the customers through an adequate content of advices, pieces of information and useful facts for potential tourists (Muhcina et al. 2005). In fact, printed advertising is useful to create a favorable or unfavorable image of a destination, given that a destination can be considered as products (Ashworth and Voogd 1990) and, therefore can be promoted, sold and bought. Due to the importance of this advertising, the publications are printed and offered by a wide range of services suppliers, tour operators, and even local and national public authorities, from which they can differentiate (Gherasim et al. 1999: 144-147 cited Muhcina 2005), influencing the destination´s image generated in the customers. However, most of the marketing strategies of tourist destinations focus on the global image rather than in partial images (Ahmed 1996).

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

The National tourism Organizations, publish and distribute advertising printed materials, which contains generally information about tourism attractions and about the culture, history and geography of the respective country that is presented like a tourism destination (Muhcina 2005). When a country is promoted as a tourism destination, the advertising message content in these materials must distinguish its tourism attractions (mountains, lakes, forests, architectural monuments, folklore, customs, gastronomy), “creating in such way an image which is capable to include the essence of natural, sociological and cultural features of a certain country, suggesting to the message receivers both the tourism offer diversity and the unique and attractive tourism products features” (Nadelea 2003 cited Muhcina 2005 ). In addition, these printed materials are an effective and promotional tool, which support the tourism organizations activity in national borders limits and in foreign countries (Muhcina 2005). 2.1.2 Destination image of a country Destination image plays an important role on the behaviour of individuals, given that image is defined by many authors as the global perception or total set of impressions about a place or as the mental picture of a destination (Alhemoud and Armstrong 1996; Seaton and Bennett 1996 cited Richards and Munsters 2010), influencing the behaviour of tourists (Cooper et al. 1993). The definition offered by Moutinho is quite complete: “The image is a description of the attitude of the tourist to a number of issues related to product attributes”. The image of a destination tends to be an oversimplification in the mind of tourists and at the same time, consistent configuration built according to the information available. The image is not what the product actually is but what the holiday-makers think it to be (Moutinho 1987; 16).

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

The destination image is a multidimensional concept (Leisen 2001). In fact, tourists perceive different images that can influence their behaviour. The identification of the different components of the image of a destination can provide relevant information to develop promotional strategies that focus on key segments (Ahmed 1996). There are several authors (Ashworth and Goodall 1988; Cooper et al. 1993; Seaton and Bennett 1996) that explain the existence of two types of tourist image: organic image and induced image. The organic image is developed from information sources that do not pursue intentionally the promotion of the destination, which may include a wide range of mediums (Pike 2008). The induced image, however, is formed through the influence of tourism promotions directed by marketers, such as advertising (Gunn 1988 cited Pike 2009). Other authors incorporate a third type of tourist image (Echtner and Ritchie 1991; Fakeye and Crompton 1991; Gunn 1988): the complex image. This image is the result of the real visit to the destination. Due to the tourist experience, the individuals acquire more detailed information about the destination, creating a more complete picture. These types of images are represented in the Figure below.

Figure 2.1 Tourist images Source: Adapted from Fakeye and Crompton (1991)

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

However, Gartner (1996 cited Chen 2006) explains that “destinations images are made up of three different but hierarchical interrelated components: cognitive, affective and conative.

The

interrelationship

these

components

ultimately

determines

predisposition for visitation” (Gartner 1996 cited Chen 2006). In contrast, Calantone and Mazanec (1991) believes that the image of a tourist destination is based only on conative and emotional components, reducing the image to an affective dimension, regardless the rational factor could also influence. And other authors such as Moutinho (1987) and Alhemoud and Armstrong (1996), explain the existence of both affective and cognitive elements. These three components, cognitive, affective and conative will be essential for Chapter four of the research, which measure the effectiveness of advertising through these components. 2.2.3 Destination image as a competitive advantage The high competition that exists nowadays between tourist destinations reinforces the importance of an effective promotion management, and their ability to differentiate themselves (Pritchard and Morgan 1998). These authors argue that this differentiation is a particular difficulty given the diversity of actors involved (public and private), and the complex interplay that occurs between them. However, tourist destinations compete mainly through its image, so the image is a key element of the destination competitiveness (Kozak et al. 2004) and this factor influence both the decision making process of potential tourists (Crompton 1979; Ashworth and Goodall 1988) and the levels of satisfaction of the tourist experience (Chon 1991). Consequently, the construction of an appropriate image for a destination will determine the ability to attract and retain tourists (Ahmed 1996). In this sense, tourism promotion, especially advertising, can also play an added value in creating and maintaining a sustainable competitive advantage over other destinations, since, according to Ahmed (1996), it is based on the construction of an effective image.

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

The intense competition that exists today among the tourist destinations (Bigné, Font, and Andreu 2000) reinforces the importance of identifying the image held by current and potential tourists and select those segments most receptive to marketing actions, to get the most of the limited resources in the destination (Leisen 2001). 2.2 National Tourism Organizations. The case of Turespaña The control of tourist communication in Spain is broken as a result of implementing the democratic Constitution of 1978, which allows autonomous communities and other smaller administrative entities to organize and promote their areas as tourist destinations. The Spanish Government maintains the competence to promote the country abroad, while the autonomous communities can only make tourism advertising to Spanish consumers, requiring prior administrative authorization for advertising abroad (Garrido et al. 2007). The National Tourism Board, “Turespaña”, has been working on the creation and consolidation of Spain as a tourist destination brand since the beginning of the twentieth century, when in 1928 this organism was established. “Turespaña” is responsible for planning, development and implementation of tourism promotion activities of the image “Spain” in international markets (Recoder 1999). This Spanish organism also collaborates with the Autonomous Communities, local institutions and private sector in promotion and marketing programs of their products abroad (Vogeler and Hernandez 1997). The international campaigns carried out by “Turespaña” act as “umbrella campaigns” which establish the communication guidelines that, in general, the rest of institutions which promote the Spanish tourism and image will have to follow (García 2001).

2.3 Why these two advertising campaigns of Spain? A variety of campaigns have been launched by the National Tourism Board of Spain (Turespaña) from its creation, each one with its own formats, objectives and strategies.

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

For this research, two posters promoting the sun and beach tourism in Spain will be analyzed through quantitative techniques in order to know the level of effectiveness of these two ads in the German market. Sun and beach destinations are the most important in Spain, both in terms of national and international tourism. In recent years, this destination has slowed particularly in the Balearic Islands due to the presence of new markets at a reasonable price; this makes that many tourists replaced the Spanish coasts for other destinations, such as Tunisia, Morocco or the Caribbean (Garrido et al. 2007). The main problem of tourism advertising in Spain is the low level of differentiation among the advertising campaigns undertaken by various sun and beach destinations (Garrido et al. 2007); due to the fact that people do not have enough memory or retention capacity to remember all the goods or services that organizations offer. For this reason, the corporate image becomes crucial (Capriotti 1999). In fact, since the eighties the corporate image of Spain as a tourist destination has been strengthened by its logo designed by Joan Miró, and has been used in all advertising campaigns carried out by “Turespaña”. The painter Miró reflects the real image of Spain representing the sun and the bullring (Morgan and Pritchard 2004). In this sense, the author has chosen two campaigns based on sun and beach, “Everything under the sun” and “I need Spain” to carry out the analysis, which can be seen below. ´Everything under the sun´ , the first of the advertisements used for the research has been the most famous of all Spanish branding campaigns, turning Spain into the world´s favorite sun & beach destination choices from the 80s till the 90s. In fact, the slogan ´Everything under the sun´ tried to show the world the variety of tourism offers, including culture, sporting possibilities, etc; being its perception very different, and positioning Spain mainly, as a sun and beach destination (Lennon, J., et al, 2006).

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

Figure 2.2 Advertising campaign: “Everything under the sun” Source: Instituto de Estudios Turísticos (1990)

This trend changed in the early 1990s focusing the Spanish promotional strategy on competitiveness, on environmental sustainability and quality tourism with higher value added. Advertising campaigns were launched to the main outbound markets to promote specific segments such as cultural tourism, sport holidays, health spas and eco-tourism (Morgan et al. 2004). The new thinking promoted by the “Plan Integral de Calidad Turistica PICTE 20002006” which addresses the quality in the Spanish tourism, was focused in differentiating Spain from its competitors, and persuade tourists that the country had much more to offer than just beach holidays. Also, an effort was made by the National Tourism Board “Turespaña” to work all the actors involved together in the tourism sector, such as the autonomous communities, local authorities and the private sector in order to produce a comprehensive plan to promote Spain (Morgan et al. 2004).

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

According to the “Plan Operativo de la Secretaria General de Turismo” (edited by “Turespaña”) in 2008 (Operational Plan of the General Secretariat of Tourism), there is a new type of consumer who changes from a traditional to an experiential consumption. This situation represents a challenge for both traditional products and destinations, which must evolve to maintain and improve the value of its business. This Plan explains that Spain is based on a type of consumption that introduces emotional values and increased customization for each tourist. The diversity of Spain and the tourist offer can propose ways for different types of tourists with completely different behaviour profiles, attitudes and motivations. The second of the advertisements object of study is the new campaign of the National Tourism Board of Spain (Turespaña) “I need Spain”, which replaces the previous advertisement “Smile, you are in Spain”, aims to strengthen the leadership of Spain as a tourist destination through its diverse offer and, at the same time, positioning Spain as a sun and beach destination. This campaign was presented during 2010 with a clear message focusing on the lifestyle of Spain - “experience Spain”-, highlighting one of the main added values of Spain: the quality of life, to transmit experiences, sensations and feelings that encourage potential source markets to visit Spain. Figure 3 shows the new campaign “I need Spain” conducted by “Turespaña”, based on the experiential value as a marketing strategy.

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

Figure 2.3 Advertising campaign: “I need Spain” Source: www.tourspain.es (2010)

In this sense, the campaign is expected to reach 400 million people in over 40 countries, with a main goal: to convey an image of Spain as a global destination, including regions where the image and positioning of Spain is weaker, such as China, India, Middle East, South America or the U.S.A. This media campaign has adapted to the specific characteristics of each source market, highlighting promotional spots, for example, to the Asian market, new in the promotion of tourism in Spain (Plan Operativo de la Secretaria General de Turismo, 2008, edited by “Turespaña”).

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

2.4 German Market One of the main reasons why Germany has been chosen in this research as a case study is that Spain remains the number one country for the German market with over 11% of total tourism expenditure, not being the year 2009 positive for this market given that the budget of tourists decreased by 6%. The intention of this research will be to explain the impact of the Spanish advertisements in the German market, and whether this market chose the destinations according to traditional or experiential stimuli. This section presents statistical figures regarding the importance of the German market in the tourist arrivals in Spain. According to the German Travel Monitor, German people made a total of 302 million € trips (domestic and international, of one night or longer) in 2008, an increase of 2% over the previous year – compared with a 4% increase in 2007. Overnight volume increased by 5% to 1.8 billion €, and spending rose by 6% to 134 billion € – a much more dynamic performance than last year´s 1% increase, which was not even enough to keep pace with inflation. Some three quarters of these trips were domestic, with only 25% going to foreign destinations.

Figure 2.4 Outbound and Domestic Travel in the German market (2000 – 2008) Source: German Travel Monitor, IPK International (2009)

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

The total number of domestic trips increased to 226 million € in 2008. With a 6% increase in nights spent on these trips, the average length of domestic trips increased slightly to 3.5 nights, reversing a significant decline in 2007. Spending on domestic trips rose by 6% to 66 billion €. The top seven holiday destinations for German outbound travelers –which account for slightly over two thirds of total trips – are all within Europe. Demand for what used to be the top four – Spain, Austria, Italy and France – has tended to slip in recent years, and in 2008 Turkey overtook France. In 2008 the Netherlands and Switzerland in seventh place, even though trips to Greece declined by 4%. The fact that Spain is the first leading destination in the German market has been the reason why the researcher chose to focus the research in this market. Table 1 shows the top seven destinations in the German outbound market in 2008. Table 2.1: Leading destinations of German outbound holiday travellers (2008) Top 7 Destinations

% Market share

% Change in 2007

1. Spain

2. Austria

3. Italy

4. Turkey

5. France

-10

6. Netherlands

-9

7. Greece

-4

Source: German Travel Monitor, IPK International (2009)

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

According to this report about the situation of German outbound market developed by the Spanish Office of Tourism in Munich (2009), the economic conditions in 2009 for consumption and tourism for this market have been complicated. Despite the deep recession and the great confusion in consumption, Germany has achieved the first place in Tourism (measured from absolute expenditure for tourism) ahead of U.S., Britain and China. Anyway, the importance given to price is palpable when choosing holiday destinations. The trend of cheap travel destinations clearly reflects the balance of tourism in Germany in 2009.

Summary The study and analysis of advertising and marketing has given rise to several lines of research. Advertising plays an important role in the promotion of tourism destinations, because it generates awareness of the destinations as possible places to visit, creating positive images of the destinations and thus motivating tourists to travel to those countries. Through its advertising campaigns, “Turespaña” is promoting Spain abroad as a potential tourism destination from a new approach, based on living unique experiences. The next chapter will explain the main characteristics of this new marketing approach.

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

CHAPTER 3 – THE EXPERIENTIAL MARKETING

Introduction This chapter presents a thorough review of the body of knowledge based on the concept of experiential marketing. The main attention is focused in a new marketing approach related with experiences, emotions and feelings; and how this marketing approach is being used by the advertising campaigns of Spain for its promotion abroad. 3.1 What is an experience? Before explaining the meaning of the experiential marketing, it is essential to define the concept of experience. “Experience is the collection of points at which companies and consumers exchange sensory stimuli, information and emotion” (Robinette et al. 2001). Glaesser (2006: 70-71) explains experience as “the total of all ideas and perceptions which a person or group of people connect to a particular object. It is based on cognitively recorded, learnt and examinable facts and the connection with subjective, emotionally loaded interpretations of certain characteristics of the object or service in question”. Besides, Ashforth and Humphrey (1995) define experiences as emotions which are indispensable part of the organisation of daily life; e.g., feelings of sadness, happiness, commitment, fear, etc. In this case, Glaesser (2006) explains how the experience can be used to achieve a differentiation in the additional benefits of the product or service, and so to attain a unique position in the consumer´s world.

This is a competitive advantage that is

obtained through the establishment of additional and sustained emotional benefits (Glaesser 2006). This idea is strengthened by Schmitt (1999) who suggests that “the experiential marketing” is based on the introduction of emotions to establish a brand relationship with customers through the creation of “Customer experience”.

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

The efforts to attain a differentiation within the area of additional benefits can be observed, for example, in Spain –the traditional destination for beach holidays – where emotional dimensions are constantly emphasized within the strategic marketing measures, for example, promoting the country through the five senses. 3.2 The Experiential Marketing. Concept Schmitt (1999) argues that marketing has progressed into a new stage, which focuses on experiences. The concept of experiential marketing is helpful for companies to find market niches through emotions instead of competing in price or products. The Experiential Marketing is understood from two perspectives. On one hand, Experiential Marketing is a revolutionary concept in marketing thinking that allows marketers to move beyond the traditional “feature and benefit” approach and focus on creating fresh connections between brands and consumers based on experiences and feelings (Schmitt 1999). On the other hand, it´s a concept as old as time – it is all about letting people enjoy the benefit of a product, service or brand before actually becoming a customer- (Glaesser 2006). A great experiential marketing campaign even inspires people to come together and share those experiences with each other (Schmitt, 1999; Lenderman and Sánchez 2008). Thus, Schmitt (1999) proposed the strategic experiential modules (SEM), which include sense, feel, think, act and relate as the basis of experiential marketing. When using a particular SEM, managers need to give careful consideration to its objectives and principles. For each SEM, there is a set of concepts, techniques and tools that managers can use when they have decided to use a certain SEM (Schmitt 1999). The five different strategic experiential modules are explained in more detail below: -

“Sense” marketing appeals to the sense and tries to create sensory experiences by stimulating sight, sound, touch, taste, and smell (Schmitt 1999). Sense ad campaigns are dynamic, with fast-paced, fast-cut images and music (Schmitt 1999 cited Pot 2005). 34

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

“Feel” marketing appeals to customers‟ inner feelings and emotions, with the objective of creating affective experiences that range from mildly positive moods to strong emotions of joy and pride. For example, when the marketer is thinking in terms of product and brands, he creates a general positive or negative feeling, a like/dislike affect at the side of customers. However the strongest emotions of joy and distress, happiness and resentment, satisfaction and fear, relief and disappointment are created when a consumer can use the product and experience the brand. Feel advertisements are often slice-oflife ads and slowly build emotion by drawing the viewer in. Moreover, in consumption situations, face-to -face interactions are the most important because they involve strong feelings (Schmitt 1999 cited Pot 2005).

„Think” marketing appeals to the intellect with the objective of creating cognitive, problem-solving experiences that engage customers creatively‟ (Schmitt 1999: 67). By surprising, intriguing, and provoking, customer‟s are involved in convergent (analytical reasoning or probabilistic thinking) and divergent (associative) thinking (Schmitt 1999 cited Pot 2005).

“Act” marketing targets to shape body experiences, lifestyles, and interactions in order to enrich the lives of consumers (Schmitt 1999). In addition, their physical experiences are enhanced, by showing alternative ways of doing things, alternative lifestyles, and interactions. Body signals, environments that are affecting the brand, incorporation of various act components and the suggestion of an entire lifestyle or the use of norms and role models are examples of act marketing tools (Schmitt 1999 cited Pot 2005).

„Relate marketing expands beyond the individual‟s personal, private feelings, thus adding to „individuals' experiences‟ and relating the individual to his or her ideal self, other people, or cultures‟ (Schmitt 1999: 68). As such, persons or groups to which the customer wants to relate to are shown during these campaigns (Schmitt 1999 cited Pot 2005). 35

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

Also Kotler (1999) explains the need to ensure that in each of the moments of truth, moments in which the customer interacts with people in the organization, can get a positive perception. Five years later, in 2004, Kotler refers to Experiential Marketing as the ability to offer a high quality service each time when the customer interacts with the brand. 3.3 Experience economy Pine II and Gilmore (1998) present experiences as a new economic value that it has progressed from an economy of commodities, goods and services to an experience dimension. These authors start from the premise that low-price competition is difficult and it is necessary to find new ways to bring value to companies. This concept focuses on the customer, and claim that customer experiences generate economic value. Therefore, Pine II and Gilmore (1998), describe six different features of an experience. First of all, experiences need to be worth remembering. Secondly, experiences need to be focused on an appropriate theme, which characterizes the company and appeals to customers. Thirdly, negative elements which can divert the customers´ attention from the experience need to be removed. Fourthly, experiences need to appeal to as many customers´ senses as possible. Fifthly, since every experience is the consequence of an interaction between an organized event and the (emotional, mental, physical, etc.) condition of the customer at the time of the interaction, every experience is personal. Finally, Pine II and Gilmore (1998) suggest that customers need to pay for experiences. According to their viewpoint, as long as a company does not ask a price for an experience, the experience cannot be considered as a proper economic offering. 3.3 Customer Experience The consumer has become, for various reasons, in the main character in contemporary society. Related to this and according to Garrido et al (2007), “the tourist is also a consumer, a consumer of experiences”.

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

The concept of customer experience was formulated by Holbrook and Hirschman as a new experiential approach to consumer behavior. Until then, the consumer was considered to be a rational decision-taken; however, Holbrook and Hirschman (1982) stated that in contrast to this rational approach, some consumption activities were better explained by an experiential approach. Schifferstein (2007) suggests that experiential elements are changing by the influence of emergent trends, being now more persuasive, holistic, customized, interactive and transient. The consumer´s desire have increased based on holistic experiences that provoke the immersion in their senses, evoke emotion, and stimulate their thinking, resulting in more rewarding and memorable encounters (Schmitt 1999; Pine II and Gilmore 1998). These emergent trends show the expectation and desires of the new consumer. Schmitt (1999) and Lindstrom (2005) argue that a customer is often attracted towards a brand based upon its sensory experience. In the case of Spain, it has been developed through the search for greater personal development, (Camino de Santiago), the attended rest (Spa La Toja), sun and beach (Benidorm), fun (Ibiza), culture (Salamanca), nature (Asturias) or purchases (Madrid). Consumers now expect a compelling experience which they cannot get elsewhere. Schmitt (1999) suggests that the better way to create an emotional experience for a target audience is through living a unique experience which engages, involves, entertains and educates the customer while exposing them to the brand. Experience is usually motivated by extrinsic stimuli; thus, marketers should provide experiential stimuli to consumers (Schmitt 1999). In other sense, attending to the consumers´ purchase decisions, they are not only taken by a rational or logical thinking, but also may be driven by affects and emotions (Holbrook and Hirschman 1982).

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

3.5 Experience as a competitive value Destinations traditionally classified in the literature and in business practice as “sun and beach”, are implementing new strategies that allow them to remain competitive in the market. Some destinations are beginning to employ the use of communication and marketing strategies focused on the different emotions that the tourist experience evokes (Küster et al. 2009). In fact, this author argues that the research of emotions in the tourism sector is essential because the enjoyment is based on the experience and involvement of the tourist. The good experiences, based on different emotions, surprises and sensations, is much more durable, more powerful and potentially better communicator than traditional communication systems to which people are accustomed, and in some cases cause a certain rejection (Segura and Garriga 2008). The experiential literature suggests that the experiential marketing is related to the customer experience and its adding values.

For example, in view of the tourism

research, cultural tourists visit a particular destination mainly for the experiential value of tourism attractions (Ivanovic 2009). Mathwick et al. (2001 cited Williams and Uysal 2004) explain that the value in a consumption experience is derived by interaction involving goods and services. Whereas extrinsic benefit is usually derived from buying experiences that are utilitarian in nature, intrinsic value is derived from the appreciation of the experience itself. In addition, Lindgreen et al. (2009) argues that what makes an experience memorable is related with internalized values, and these values are also related directly with the memories of an experience. Three factors underlie the internalized value of experiential marketing (Lindgreen et al. 2009). In the first place, these authors suggest that the internalized value is affected by the consumers‟ personal connectivity with an experiential offering, because it relates to some important aspects of their lives, allowing consumers to participate in the “real”, or at least what they perceive as real, experiencing unmediated desire. 38

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

Secondly, the internalized value is affected also by the extraordinary characteristics of an experiential offering. The value of an experiential offering is not merely that it provides an escape, but also that it allows for a sense of discovery. Thirdly, the internalized value depends on the social connectivity of the experience. The internalized value of an experiential offering seems to increase when consumers can talk about it with others before, during, and after the engagement. Robinette et al. (2001) explain experience as part of the emotional value explained by the Hallmarkt Value Star. This model makes an important distinction between the rational and emotional values, based on five points: Cost (Money and Energy) and Benefit (Product, Equity, and Experience). The emotional components have been called by Hallmark as “the Emotional Es”. These authors explain the “Emotional Es” as emotional values not only provide opportunities for clear differentiation from the competition, but also drive the majority of decisions to purchase.

RATIONAL

EMOTIONAL Equity

Product

Experience

VALUE

Money

(relationship)

Energy

Figure 3.1 Hallmarkt Star Value Source: Robinette et al. (2001) 39

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

However, why is experience so important? This is one of the questions that many researchers made. There is no better way to offer a value than creating an experience that lets people interact with the company (Robinette et al. 2001). This question can be answered by the memorable experience model. This model is based on four memories that customers can form, depending on the effectiveness and interaction of the emotional and rational experience: delighted, dissatisfied, dysfunctional and directed (Lindgreen, et al. 2009). These authors explain this model arguing that it is the process that customers remember being full of joy or pleasure. Customers form this memory when the experience evokes the desired emotion while enabling the customer´s performance. The result is that we expect customers to say, “Wow! That was great!” when the experience concludes (Lindgreen et al. 2009). 3.6 Experiential attitude “Attitude is the enduring and consistent behavioral tendency toward an object, such as a person, a brand, or an event” (Kao et al. 2007: 84). This author argues that attitude focuses on affect or feelings, and it is also an important variable to predict behaviours. Therefore, attitude is used in this research as a mediator in the experiential process, being defined the experiential attitude by Kao et al. (2007: 84) “as consumers‟ positive or negative behavioural tendency towards experienced stimuli during consumption processes”. Therefore, positive emotions aroused by external stimuli would generate positive feelings towards the stimuli and thus positively affect experiential attitude. That is, emotional experiences will positively affect experiential attitudes. There is a positive relationship between emotional experiences and consumers‟ experiential attitudes (Kao et al. 2007). This author reinforces the idea that emotions and experiences are essential part of the decision making process.

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

This experiential value will be one of the main variables used in the research. The influence of this variable in the target audience will be crucial to determine the effectiveness of the experiential ad “I need Spain” used in the research.

Summary This chapter has presented the literature review on the most important aspects of a marketing approach – the experiential marketing-. This new approach has added a new value to products and services through the experience´s element as a means to influence consumer choice. Firstly, a background of the experiential marketing has been presented. Secondly, different theoretical views of the economy experience and customer experience have been considered. Finally, the experiential value according to this marketing approach has been explained. The next chapter will continue with the literature review on different techniques to measure the effectiveness of the traditional and experiential advertising. “Tell me, and I will forget. Show me, and I may remember. Involve me, and I will understand”. Confucius, 450 B.C

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

CHAPTER 4 - ADVERTISING EFFECTIVENESS

Introduction The research continues with the literature review in the field of advertising, identifying what constitutes “advertising effectiveness”. The author will focus on the main techniques that have been used in the research to measure the effectiveness of both traditional and experiential advertisements used by “Turespaña”. These techniques will analyze the components of the consumer´s attitude - cognitive, affective and behavioural – and the influence of these components towards the advertisement. 4.1 Advertising Effectiveness. Concept The concept of advertising effectiveness is usually used to measure the results of an advertising campaign or an advertisement, and is also related with the advertising message and the media plan (Beerli and Martín 1999). In recent years, due to increased advertising campaigns, the evaluation of the advertising effectiveness is shaped as a key element in determining whether or not it has achieved the objectives set, calculating the profitability of these investments, and to assure with a major probability the success of future campaigns (Paz Aparicio et al. 2000). 4.1.1 Actors of advertising effectiveness The effectiveness in the advertising activities is affected by a series of actors consumer, advertisement, product/service, medium and environment-. In the praxis, the advertising effectiveness is related with the interactions of these actors. In a narrow sense, the advertising effectiveness means only the effectiveness of the advertisement, which considers only the interaction between the consumer and advertisement excluding factors of product/service, medium and environment (Cao 1999).

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

This author explains those actors that considers not be included in the advertising effectiveness arguing that the product/service represent the motivation of the advertising; Cao (1999) understands the medium (newspapers, magazines, radio, TV, direct mail, Internet, outdoor) as the carrier of the advertising message. The first criterion for effectiveness is that enough numbers of the target audience should get to see or hear the advertisement, which is mostly decided by the nature of the medium. Finally, the environment includes other factors around the medium that can affect the advertising (Cao 1999). The following table represents the different actors and factors involved in the advertising effectiveness. Table 4.1 Actors and factors of advertising effectiveness

Actors Consumer

Advertising

Product/Service

Medium

Environment

Factors -

Resources

Knowledge

Cognitive component (Beliefs)

Attitude

Affective component (Feelings)

Personality

Conative component (Behaviour)

Personal value

Lifestyle

Type

Physical factors

Content

Category

Brand

Information

Type

Abilities

Culture 43

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

Social class

Personal influence

Family

Situation

Source: Adapted from Coen (1999)

4.1.2 Components of consumer´s attitude The author considers that the components of attitude are essential to understand the influence of advertisements analyzed in the consumer´s responses. The components of consumer´s attitude will be the focus of the research. According to Van Wely and Ireland (2004), an attitude comprises three components. Firstly, the cognitive component, which represents the thinking part of an opinion towards an attitude object, reflects beliefs and knowledge about the affective object. Secondly, the affective component consists of feelings or an emotional response towards an attitude object. Finally, the behavioural component concerns how a person intends to behave towards an attitude object, including the purchase intention. These three components are represented in the Figure below.

Cognitive

Affective

Conative

Component

Belief

Attitude

Intention

Behavior

Figure 4.1 Components of consumer´s attitude Source: Dierks (2005) – Modified from Engel et al. (1993: 323) 44

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

Based on these criteria, the classification of the evaluation techniques of advertising effectiveness is the following (Bendixen 1993; Moliner 1996; Beerli and Martín 1999). -

Techniques for measuring the cognitive components:

These techniques

measure the ability of an ad to attract the attention of potential consumers as well as knowledge and understanding they have of it. These techniques can also measure the ability of ads to be memorized and convey the message desired by the advertisers. -

Techniques for measuring the affective components: These techniques are used to measure the consumer´s feelings of like or dislike towards an object (Dierks et al. 2005). These techniques are usually applied to those ads pursued in an effective response on the part of consumers, such as interest. Consumers are already aware of the existence of the brand.

Techniques for measuring the behavioural components. It refers to the consumer´s action or behavioural tendencies towards the attitude object and is also known as the intention stage. (Engel et al. 1993: 323).These techniques are used to measure the response of individuals, not only in terms of purchase, but also the willingness of individuals to act in the direction wanted, e.g. for measuring the desire (purchase intention) and also action.

4.2 Control of Advertising According to Beerli and Martín (1999), the control of advertising allows evaluate whether the advertising actions undertaken by a company have achieved their objectives. However, the advertising control is used to measure the following aspects: 1. The achievement of the objectives set 2. To get relevant information to make decisions about future actions 3. To determine the profitability of the advertising investments

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

4. To determine the impact and influence of the advertising campaign in target audience According to Aaker, Batra and Myers (1992), the advertising control can be performed at four different times of the process of creating the ad campaign: 1. At the beginning of the creative stage 2. At the end of the creative stage 3. At the end of the production stage 4. At the beginning, during and after the campaign has been launched. The tests performed in the first three stages are called “pre-test advertising” and have a diagnostic function, and those in the last stages are known as “post-test advertising” and have an assessment function. The next section explains the different techniques to measure the advertising effectiveness, and especially those used by the author to analyze the promotional advertisements of Spain. 4.3 Advertising Effectiveness measures According to Beerli and Martín (1999) to assess the success or failure of an advertising campaign it is necessary to know the possible responses of individuals towards advertising. When a person is exposed to an ad, he/she must go through a process and their answers will be linked to the stage of the process where they are; it is a valid criterion for grouping the techniques of advertising effectiveness in three main stages: the cognitive stage, affective stage and conative stage (Beerli and Martín 1999; Lavidge and Steiner 1961). In other sense, these three stages of advertising effectiveness have been understood by Lambin (1995) as communication or perceptual effectiveness, efficiency and effectiveness behavioural psychology.

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

Beerli and Martin (1999) explain that there is a general consensus among academic researchers and professionals about the techniques used to measure the effectiveness of the advertising based on these three components -cognitive, affective and behavioural/conative- , which are presented in the following section. 4.3.1 Cognitive techniques of advertising effectiveness Beerli and Martín (1999) present this stage based on techniques to measure the ability of ads to get attention, to be memorized and to transmit the message you want to communicate, analysing the degree of knowledge and understanding what individuals think about the ads. These authors classify the cognitive techniques as follows (Beerli and Martin 1999): A. Physiological measures, mechanical or laboratory. These are used mainly in advertising pretest, consisting of the use of a series of mechanical devices that record the emotional reactions of individuals who are exposed to a particular advertising stimulus. B. Semi-physiological measures. These measures differ from the previous one in that the individuals have full control to set their response. They are used, as in the previous case, as devices or procedures to measure the response of individuals to advertising stimuli. C. Index of reading. It is about indexes used to assess the ease, dynamism and comprehensibility of the written part of an ad, and can be applied as pretest advertising (Flesh index, Hass index and Cloze Method). D. Brand awareness measures. This measure assesses the simplest level of cognitive response, e.g. awareness by the individual of the existence of a product, brand or company. The following types of measures of recognition can be distinguished: top of the mind, spontaneous notoriety and suggested notoriety.

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

E. Measures based on memory. These measures determine the intensity of the impact of a message through the public´s ability to remember and recognize. (Díez de Castro and Martín Armario 1993; Bendixen 1993; Moliner 1996; Perreault and Pettigrew 1998; Beerli and Martin 1999). This measure includes two phases: (1) test of memory, which is done by choosing a sample of people under the action of a series of ads, and (2) requesting information about what they remember of each one (Martin 1999). To measure the effectiveness of ads in the cognitive stage, the author has decided to use measures based on memory, given that the aim is to demonstrate that experiential ads of Spain will be able to obtain better levels of brand recall that previously ads based on traditional methods. For the research, and for a printed advertising, the author has found that the most appropriate technique to measure the cognitive stage is the “test of memory”. 4.3.2 Affective techniques of advertising effectiveness According to Beerli and Martín (1999), the use of this type of measurement techniques are justified by the fact that one of the aims of advertising is to modify in a positive way the behaviour of consumers towards the brand. Gorn (1982) suggests that affective executions of ads lead to a more favourable attitude towards the product, because the liking for an advertisement gets conditioned into the brand itself and becomes part of the attitude towards the brand. These techniques are often used when the objective of an advertisement or advertising campaign is to get an emotional response by the consumer, once it is already aware of the existence of the brand or product advertised (Beerli and Martín 1999). These authors classify the affective techniques as follows: Opinion measures: These techniques are very simple and try to know directly the opinion of the individuals about the advertisements or advertising campaigns to test. Stresses “the liking”, which is the easiest way to measure the attitude towards a particular object (advertisement, product, brand…). 48

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

The measures that can be used to measure liking are: the dichotomous question (yes/no) or the scale of 1-10 points on a single item. Attitude measures: These techniques attempt to measure not only the different dimensions of individual´s feelings towards the object to be tested, but also the intensity of those feelings. Likert scales can be used to quantify the attitudes of individuals (degree of agreement or disagreement with a series of statements), semantic differential (of pairs of adjectives with opposite meanings), and even the scales of order (Beerli and Martin 1999). In order to measure the advertising effectiveness the more useful measures are the individual´s attitude towards the ad and the individual´s attitude towards the brand. The attitude of individuals towards the advertisements and the brand will be very important variables in the research, helping the author to analyze the difference of both advertisements “Everything under the sun” and “I need Spain”.  To measure an individual´s attitude towards a brand, seeks to assess the extent to which the opinion is favourable to the brand or the individual object of analysis in relation to other competitors, whether the individual has any intention of buying it or not.  The individual´s attitude towards the ad is a variable consisting of two clearly different components: the affective or emotional component, which refers to the feelings that individuals may experience individually during the exposure to the ad, such as nostalgic, joy, etc., and cognitive or evaluative component, which reflects the views of the individual over the ad´s quality, the degree of information provided and its usefulness. Beerli and Martin (1999) introduce the idea that the behaviour´s choice of a consumer towards the brand can be influenced by the attitude to advertising stimuli. This contradicts the theory of Ajzen and Fishbein‟s attitude (1980), who believed that cognitive reactions to brands are the only factor influencing the change and attitude formation. 49

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

Analyzing the different definitions of attitude toward the advertisement, it can be seen that this concept has been discussed from two points of view. The first is the attitude toward the ad from a one-dimensional approach and an affective view. The second approach considers that the attitude towards the advertisement cannot be analyzed globally, but must be viewed from a multidimensional perspective. These two perspectives are developed below. From a one-dimensional approach, Lutz, MacKenzie and Belch (1983) consider the attitude toward the ad as the satisfaction´s index. This definition is purely emotional and does not include cognitive and behaviour components (Gardner 1983; Kempf and Smith 1998; MacKenzie and Lutz 1989; MacKenzie, Lutz and Belch 1986; MacKenzie and Spreng 1992). The analysis of this definition argues that the attitude towards the ad does not generate the maximum impact on consumer responses at the time of exposure or immediately after the advertisement, and secondly, it focuses on a particular exposure to a particular advertisement. In contrast, the multi-dimensional approach, Baker and Churchill (1977) explain that the attitude towards the ad consists of three components: cognitive, affective and behavioral. The most appropriate technique to measure the affective component of the attitude of an individual to a specific ad is “the emotional Quotient Scale (EQ)” designed by Wells in 1964. 4.3.3 Conative techniques of advertising effectiveness These techniques let to know the effects of advertising campaigns or advertisements when the consumer acquired a particular good or service. These techniques are used to measure the consumer response in terms of purchase (Beerli and Martín 1999). The conative or behavioural component is frequently treated as an expression of the consumer´s intention to buy (Schiffman et al. 2008). Beerli and Martin (1999) classify the conative techniques as follows: 50

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

Measures of purchase intention: These measures quantify the probability that a person try or buy the product or service in a near future, as a result of exposure to the advertisement. The most common way to measure the purchase intention is through an attitude scale of a single item, asking directly the consumers whether they have any intention to buy, try or use the product in a near future (Beerli and Martin 1999). Response measures of individuals to direct marketing activities. These measures are used to evaluate the achievement of the objectives of the campaigns that, on the one hand, they pursue a certain conduct by the individual, and on the other hand, they incorporate into its design some mechanism to evaluate the effectiveness of direct marketing campaigns. Measures of sales. According to Beerli and Martin (1999) is difficult to establish a direct relationship between sales and advertising; however, there are some experiments in order to know the relationship between sales and advertising, such as simulated experiments or split –scan testing. This research will use these techniques in order to analyze these different components – cognitive, affective and behavioural/conative- as variables of the research.

Summary This chapter has reviewed the concept of advertising effectiveness. Once the background is defined, a detailed description of the main techniques to measure the effectiveness of the promotional advertisements of Spain is given, identifying at the same time the components of consumer´s attitude. The next chapter explains the methodology used by the author in order to accomplish the aim and objectives of the research.

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

CHAPTER 5 - METHODOLOGY

Introduction This chapter presents the methodology used in the research in order to achieve the research aim and objectives. Once the author has established the aim and objectives of the research, the hypothesis will be presented. Secondly, it will be proceed to explain the secondary and primary research and the analysis of the data. The limitations occurred during the research will also be mentioned at the end of this chapter. 5.1 Research This research is based on a deductive approach, which taking the existing body of theoretical and empirical knowledge as its primary starting point with the finally of implement or refine the existing theory, or to develop a new one (Brotherton 2008). The research takes as the main aim and objectives the follows. 5.2 Research aim and objectives The overall aim of this research is to analyse the effectiveness of the experiential advertising used in Spain to promote the destination abroad, comparing experiential advertising with the traditional advertising used from the 80s to the present. In order to achieve this aim, the objectives of this research will be:  To examine two different advertising campaigns of Spain, focusing on the traditional and experiential dimension.  To study the impact of the experiential value on the German market.  To establish which of both traditional and experiential advertising is more effective to promote Spain as a tourist destination.

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

5.3 Hypotheses “A hypothesis expresses a prediction of what we would expect to find if the theory proves to be sound” (Brotherton 2008: 90). In Chapter four, the components of attitude were presented as variables of the research. The promotional advertisements of Spain used in the research are analysed according to the cognitive, affective and conative/behavioural components in order to know the influence of its attitudes, positives or negatives, towards the advertisements and brand. These hypotheses try to compare which of both campaigns used in the research is more effective to promote Spain; the author will compare both, referring to each one as the traditional campaign “Everything under the sun” and the experiential campaign “I need Spain”. 5.3.1 Cognitive Component Van Wely and Ireland (2004) explain that the cognitive component represents the thinking part of an opinion towards an attitude object. In order to analyze the cognitive approach, the author establishes the following hypothesis:  H1: The cognitive component of the advertisement “I need Spain” is more positive than the advertisement “Everything under the Sun”. To measure the effectiveness of the cognitive component, the author has used the test of memory. As mentioned above, this technique is useful to determine the impact of a message through the public´s ability to remember and to recognize it (Beerli and Martin 1999).  H2: The traditional advertisement of Spain “Everything under the sun” has a higher remember and recognition’s rate than the advertisement “I need Spain”. To this variable of remember of the advertisement it is necessary to add two others: the answers of cognitive and affective character argued by Batra and Ray (1986):

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

 H3: The answers generated both cognitive and affective by individuals after the ad exposure, influence more positive in the attitude towards the advertisement “I need Spain” than the advertisement “Everything under the Sun”. 5.3.2 Affective Component Secondly, the affective component represents the thinking part of an opinion towards an attitude object (mentioned above in Chapter four). Stout and Leckenby (1988) explain, that consumers who experience emotions, have an attitude more favourable toward the advertisement. These statements can be argued as follows:  H4: The experiential advertisement creates in the individual an attitude toward the ad more positive than a traditional advertisement. It has been demonstrated that the emotional ads help to build more positive attitudes toward the advertisement than if they were informative ads (Mitchell and Olson 1981). These authors propose that a positive assessment of the ads becomes in a positive attitude toward the brand. According to Beerli and Martin (1999), the opinion techniques are used to measure the affective component of consumer´s attitude. This technique measures directly the positive or negative opinion of the individuals towards the advertisements. This statement can be argued as follows:  H5: The image of the advertisement “I need Spain” is more attractive for the respondents than the image of the advertisement “Everything of the Sun”. 5.3.3 Conative Component The third aspect refers to the conative or behavioural component, and it is related to behaviour and the purchase intention. Smith and Wortzel (1997) argue that the attitude toward the ad has a significant influence on this variable. In contrast, Lord et al. (1995) explain that the attitude toward the brand on purchase intention is higher than the attitude toward the advertisement. 54

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

 H6: The attitude toward the advertisement generated by the ad “Everything under the sun” influences more positively in the purchase intention of the consumer than the advertisement “I need Spain” Therefore, the author has used other variables to compare the effectiveness of both traditional and experiential advertisements. The destination image, as mentioned above in Chapter two, plays an essential role on consumers´ behaviour. This variable helps to create a mental picture of the destination (Alhemound and Armstrong 1996), representing the real image of the place.  H7: The advertisement “I need Spain” is more effective to represent the image of Spain than the advertisement “Everything under the sun” The central purpose of all these hypotheses is to verify that experiential advertising is more effective to promote Spain's image abroad. 5.4 Secondary Research Creswell (1994) has given a very concise definition of quantitative research as a type of research that is explaining phenomena by collecting numerical data that are analyzed using mathematically based methods, and it is useful to quantify opinions, attitudes and behaviors and find out how the population feels about a certain issue. Poynter (1993) explains that secondary research implies the compilation of existing literature. Secondary data consists on the information that has been produced by someone else for primary usage and is afterwards used by another researcher not associated with the first project (Jennings 2001). Secondary research is essential to contrast the hypothesis established at the beginning of the research, since, according to Brunt (1997) practically no research can be conducted without the benefit of references. 5.4.1 Sources The author used different types of secondary data during this research, such as books, ebooks, journals, statistics and official publications, professional data from companies and the Internet. 55

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

The research was focused in the following topics: the tourist industry, tourism advertising, advertising effectiveness and experiential marketing. A second literature review has been conducted regarding the promotional strategies used in Spain to promote the destination abroad, in order to know the impact of these advertising campaigns in the German market. Books and journals: Academic sources such as books, e-books, journals and e-journals in three languages (English, Spanish and German) have been used for this research. General books about the selected topics have been provided by the libraries of three different universities: Dalarna University, Heilbrönn Höchschule and Rey Juan Carlos University of Madrid. Other libraries were used by the author for the collection of secondary data Caja Madrid Library in Majadahonda (Madrid, Spain) and Lemos Library in Monforte de Lemos (Lugo, Spain). Data and articles from journals, such as Journal of Travel Research, Journal of Advertising Research, World Travel Organization, have been collected in order to get up-to-date information. According to Bell (1999) journals is a more updated source of data than books, due to the frequency of its publication. Official publications and statistics: The author used secondary data published by official organizations such as the national tourism boards, Turespaña (Spanish NTO), the INE (Spanish Statistic Institution), the WTO and the WTTR. This data was mainly based in brochures and statistics. Internet: Documents and news from different websites including information and statistics were very practical for the author, as this data is renewed frequently and can be accessed worldwide. Meanwhile the author was abroad, Internet has been the main channel of getting information about the topic. Dissertations and thesis: Previous research from university students has served to the author in order to define a structure in different parts of the work, and so to find interesting bibliographic sources.

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

5.5 Primary Research According to Clark et al. (1998), primary research refers to the investigation involving the collection of original information by using an accepted methodology. Burns and Bush (2000) added that this type of research is done for the precise purpose in order to answer a specific research difficulty. The use of primary research is essential when the researcher requires information that does not exist elsewhere (Brunt 1997). Finally, Silverman (2000) considered that primary research could be divided into two types: quantitative and qualitative researches that will be explained in detail in the following section. The author used the quantitative research for the gathering of primary data. The process of primary research includes the design and piloting of the questionnaires 5.5.1 Questionnaire Design “A questionnaire is a printed list of questions that respondents are asked to answer” (Goddard and Melville 2004). All of the questions presented in the questionnaire, were designed as close questions to facilitate the respondents´ task and the later analysis. The weakness of close questions is that the information is limited and the participants are sometimes forced into an answer that does not represent completely what they want to say (Veal 2006). However, the closed questions are easier to quantify than open questions if you are carrying out a large number of questionnaires (Rayner et al. 2001). According to Goddard and Melville (2004) closed questions often use a four-point scale to force a decision, while a five-point scale allows the possibility of a neutral answer. In this research, the author has chosen the five-point scale: (1) strongly disagree, (2) disagree, (3) indifference, (4) agree, and (5) strongly agree. To measure the following variable: attitude towards the advertisement, the author used some procedures such as the opposite adjectives based on in the literature review presented below. 57

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

Considering the attitude toward the advertisement, the analysis of earlier research that has addressed this variable (Beerli and Martí 1999; Cox and Cox 1988; Gardner 1983; Graeff 1997; Homer, 1990; Kardes, 1988; Kempf and Smith 1998; MacKenzie and Lutz 1989; MacKenzie and Spreng 1992; Ray and Batra 1994; Yi 1990), shows that the best way to analyse the consumer´s attitude towards the advertisement is through two appositive adjectives. The advertisements presents a set of questions which contain the opposite adjectives to measure the consumer´s attitude towards the advertisement, e.g. 10 items based on Wells

1964,

Madden

unattractive/attractive,

et not

al.

1988;

Olney

interesting/interesting,

al. not

1991:

disgusting/nice,

informative/informative,

unconvincing/convincing, empty of meaning/full of meaning, not important/important, unrealistic/realistic, not creative/creative, without life/full of life, difficult to understand/easy to understand; and recognition of the advertisement. In the case of the attitude towards the ad, it was found in the studies reviewed (Beerli and Martín 1999; Cox and Cox 1988; Gardner, 1983; Hill, 1989; MacKenzie and Lutz 1989; MacKenzie and Spreng 1992; Wansink, Ray and Batra 1994; Yi, 1990) that the pairs of adjectives used to measure the liking technique is the following: I do not like anything/ I like it. 5.5.2 Sample A total of two print advertisements of Spain, based on sun and beach, were presented to a representative sample of 122 people in Germany (65 man and 57 women) used as stimuli. The picture A belongs to the advertising campaign “Everything under the sun”, and the picture B belongs to the last advertising campaign of Spain used in the main European outbound markets with the slogan “I need Spain”. Respondents were aged between 18 and 65+, and were selected following a quota sampling procedure, using age and whether they have visited Spain or not as quota variables.

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

5.5.3 Data Collection In the first stage of the process, the author decided to send questionnaires by e-mail, given that the universe of the sample is large and is widely spread geographically (Kothari, 2008). The author approached the respondents identifying himself as a Master student from Bournemouth University and informing them about the purpose of the survey. The questionnaire was distributed between men and women indiscriminately. Respondents must achieve only one requirement to access the questionnaire: to be German residents in Germany. Questionnaires were sent to recipients via e-mail and the researcher received completed questionnaires. The email addresses were obtained from friends and family contacts in Germany, as well as various German people known by the author. The procedure was carried out in two phases: 1. The researcher sent the questionnaire to German contacts used to carry out this research technique. 2. The questionnaires were returned directly to the researcher. Around 240 questionnaires were sent, a much longer number than was needed for the research due to the fact that online survey have a lower response rate than those carried out through direct contact with individuals under study. The researcher received 133 completed questionnaires of which 122 were valid. 11 were dismissed either by defects, either because the individuals under study do not complete the questionnaire correctly. The largest number of responses was received during the three days after the mailing of questionnaires, but they kept coming up to fifteen days after mailing. The 36 questions of the questionnaire are divided in two blocks. Each of the two blocks consists of 18 similar questions to compare the results of both campaigns.

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

 Questions 1 to 2: demographic information, including sex and ages.  Questions 3: (Have you ever visited Spain?) This question allows dividing the results attending to two types of approaches; people who has visited Spain and people who has never visited Spain.  Question 4: test of memory. This question refers to the index of remember and recognition of both advertisements.  Question 5 to 15, and 18 to 28: these questions analyse the cognitive and affective components of the advertisements.  Question 16 and 29: these questions refer to the purchase intention, and let to know the influence of the ads in the German market.  Question 17 and 30: these questions refer to the “liking” technique, and it is used to compare the rate of satisfaction.  Questions 31 to 36: these questions compare both traditional and experiential advertisements, in order to know which of them represents better the image of Spain, the type of tourism that the respondents associate to Spain, and the brand´s recognition “www.spain.info”. 5.5.4 Pilot Test According to Clark et al. (1998) a pilot test is essential to judge how the questionnaire works in practice and to recognize any possible trouble. The author conducted a pre – test sending via-email questionnaires to 10 German people in order to test before sending the final questionnaire and so, to identify possible mistakes. In this way, some mistakes were corrected and some suggestions were implemented in order to improve the understanding of the questionnaire.

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

5.6 Analysis Rubin (1995) added that the analysis of the data collected is the final stage of the research. Two different computer programs, the Statistic Package for Social Sciences (SPSS) and Microsoft Excel, were used in order to analyse the data collected from the questionnaires conducted in the German market. All the questions from the survey were coded in SPSS before the questionnaires were conducted. After the survey process, all the data collected was typed in SPSS, and frequencies and graphics were created. Afterwards, the most important information was selected and more detailed graphics concerning this data were created using Microsoft Excel. 5.7 Limitations of the research During the process of the research, both secondary and primary, the author has found different limitations. Some of them were known previously and other have appeared during the research process and even planning and structuring consciously the research, it was impossible to avoid the occurrence of some limitations. Firstly, one of the limitations was related to the languages. In the secondary research, sources in English and Spanish have been used, so therefore, some of them had to be translated. In the primary research, the questionnaire was written in English, although in some cases had to be translated to German, because some people did not speak English. Another limitation is that only posters were used as case study and no other promotional material. The author focused the research in two different campaigns, a traditional or informative advertisement and an experiential or emotional advertisement. In this sense, the author decided to bring into the analysis those that promoting Spain as a sun and beach destination, due to one of the reason why Spain is known in the German market is for the desire to travel on holidays to some sun and beach destinations such as Mallorca, Canary Islands, etc. Secondly, there is not much literature on the experiential marketing approach, which has caused that the author had to focus the research in other closely related topics, such as emotional marketing and consumer behaviour. 61

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

The primary research was carried out sending questionnaires via e-mail, waiting the researcher some weeks until get an enough sample.

Summary This chapter has presented an approach to the methodology used during the research process. Moreover, the reasons for choosing the different research methods, their explanation and the data analysis have also been described. Finally, the different limitations occurred during this research have also be named. Next chapter will explain the main findings and the results of the questionnaires from the primary research.

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

Chapter 6 – RESULTS AND MAIN FINDINGS

Introduction This chapter presents the major results obtained from the German market in order to contrast the hypothesis with the theory set in the literature review. As explained in Chapter 4, the best techniques to measure the effectiveness of the advertisements are those based on the cognitive, affective and purchase intention stages. It is necessary to remark that the results of this research are not at all representative due to the small size of the sample, only 122 German people. Finally, the main findings according to the literature review are also analysed. 6.1 Results of the survey This section explains the major results of the questionnaires in order to present a complete view of the German market regarding the opinions, beliefs, feelings and behaviour towards the advertisements set as case study. The results are presented in the following sections. 6.1.1 Sample and personal data The final sample of this research is composed of 122 German people over 18 years old. This section presents the results of the following variables: sex and age, and the cognitive, affective and behavioural components. The author applied statistical techniques that best meet the aims of the research: comparison of percentages, media and mode which are statistic techniques contained in the statistical package SPSS. 6.1.2 Socio-demographic Variables: Sex and Age Figure 6.1 and Figure 6.2 show the gender and age of the respondents. The sample was composed by 65 men (53.28%) and 57 women (46.72%) and most of the respondents were aged between 25 and 34 years old, i.e. 67 people and 54.92%, which means that the sample is based on a young population. In contrast, the segments of people between 35 and 64 years old are only represented by 34 people and 27.86%. 63

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

Figure 6.1 Gender

Figure 6.2 Age

Source: author´s own

At the same time, the sample was divided in people who have visited Spain and people who never have visited Spain. The Figure 6.3 shows that 107 of the respondents (87.70%) have visited Spain at least once in their life, and only 15 of them (12.30%) never have visited the country.

87,70 % have visited Spain

Figure 6.3 German people who have and not have visited Spain Source: author´s own

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

Figure 6.4 shows the kind of tourism associated to Spain. 53, 3 % (65 people) of respondents considers that Spain is associated with a sun and beach destination. 28, 7 % think that Spain is a cultural destination; while, 18 % consider Spain as a country based on gastronomic and ecotourism activities.

Figure 6.4 Kind of tourism Source: author´s own

6.1.3 Cognitive and Affective Components This section presents the cognitive and affective results of the respondent´s attitude towards the advertisement. Table 6.1 shows the percentage of respondents and the media and mode´s comparison of the cognitive and affective components of both, the traditional campaign “Everything under the sun” and the experiential campaign “I need Spain”. As mentioned in Chapter five, the author has chosen the five-point scale to compare the cognitive and affective components of the advertisements through opposite adjectives.

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

The adjectives disgusting/nice show that 49,2 % of the respondents (60 people) think that the advertisement “Everything under the Sun” have a medium value (3), it is not disgusting or nice; while a 30,3 % of them think that the advertisement is nice (value 4). In contrast, the advertisement “I need Spain” shows that 46, 7% of respondents have an indifferent value (3), and only 18.9% thinks that it is a nice advertisement. The adjectives unattractive/attractive show, that 33, 6 % of the respondents (41 people) has an indifference attitude towards the advertisement “Everything under the Sun”; while the same percentage (33, 6 %) thinks that the advertisement is attractive (value 4). In contrast, the advertisement “I need Spain” shows that 39, 0% of respondents have also an indifference attitude towards the advertisement (3), and 23, 0 % of them thinks that the advertisement is not attractive. According to the adjectives not interesting/interesting, 44, 3 % of the respondents (60 people) have an indifference attitude towards the advertisement “Everything under the sun” and only 26, 2 % of them think that the advertisement is interesting (value 4). In contrast, the advertisement “I need Spain” shows that 26, 2 % of respondents have a medium value (3), being representative that 46, 3 % (54 people) thinks that the advertisement is interesting. The adjectives not informative/informative show that 23, 8 % of the respondents (29 people) think that the advertisement “Everything under the Sun” have a medium value (3); while a 38, 5 % of them (47 people) think that the advertisement is informative (value 4). In contrast, the advertisement “I need Spain” shows that 40, 2 % of respondents have a value 2 – not informative -, and 27, 9 % thinks that it is an advertisement is not informative or informative. The adjectives unconvincing/convincing show that 31, 1 % of the respondents (38 people) think that the advertisement “Everything under the Sun” have a medium value (3), they have an indifferent attitude towards the ad; while a 26, 2 % of them think that the advertisement is convincing (value 4). In contrast, the advertisement “I need Spain” shows that 36, 9 % of respondents have a medium value (3), and 34, 4 % thinks that it is an advertisement convincing. 66

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

The adjectives an ad without meaning/an ad with meaning show that 46, 7 % of the respondents (57 people) think that the advertisement “Everything under the Sun” have a medium value (3), the ad has not any type of meaning, the ad is full of meaning; while a 19.7 % of them think that the advertisement is full of meaning (value 4). In contrast, the advertisement “I need Spain” shows that 30, 3 % of respondents have an indifferent attitude towards the ad (3), and 36, 1% thinks that it is an advertisement empty of meaning. The adjectives unrealistic/realistic show that 43, 4 % of the respondents (53 people) think that the advertisement “Everything under the Sun” is realistic, while 27, 9 % of them value the advertisement with a medium value (3). In contrast, the advertisement “I need Spain” shows that 40, 2 % of respondents is not realistic. The adjectives not creative/creative show that 34.4 % of the respondents (42 people) think that the advertisement “Everything under the Sun” is not creative. In contrast, the advertisement “I need Spain” shows that 33.6 % of respondents think that it is a creative advertisement. The adjectives not transmit any type of feeling/transmit many feelings show that 42.6% of the respondents (52 people) think that the advertisement “Everything under the Sun” have a medium value (3), it transmits an indifferent attitude. In contrast, the advertisement “I need Spain” shows 38.5 % of respondents think that the advertisement transmit any type of feeling. The adjectives difficult to understand/easy to understand, show that 53.3 % of the respondents (65 people) think that the advertisement “Everything under the Sun” is easy to understand. In contrast, the advertisement “I need Spain” shows that 51.6 % of respondents think that is easy to understand.

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

Table 6.1.Opposite adjectives Analysis

Image A

Image B

Image A

Image B

Media

Mode

Disgusting/Nice

3.39

3.76

Unattractive/Attractive

3.27

3.77

Not interesting/Interesting

2.93

3.43

Not

2.67

2.49

Unconvincing/Convincing

3.09

3.35

Empty of meaning/Full of

3.03

3.44

Not important/Important

2.51

2.89

Unrealistic/Realistic

3.63

3.22

Not creative/Creative

2.50

3.43

Without life/Full of life

2.74

3.53

Difficult to

4.20

4.31

informative/Informative

meaning

understand/Easy to understand Source: author´s own

6.1.4 Remember and recognition´s Rate Figure 6.5 shows that 73.8% of the respondents do not remember any of the two advertisements presented in the research, and only 26.2% previously knew any of them.

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

Of this 26.2% that remind one of the two campaigns, 23 of the respondents remember the “Image A”, and only 9 remember the “Image B”.

YES

Frequency

Image A

Image B

TOTAL

Figure 6.5 Recognition´s Rate Source: author´s own

6.1.1 Representative of Spain Figure 6.6 shows a comparison between both the traditional advertisement, “Everything under the Sun” and the experiential advertisement “I need Spain” in order to know which of them better represents the image of Spain. 67,2 % of the respondents think that the Image A “Everything under the Sun” represents better the image of Spain against 32,8 % of them who think it‟s the Image B “.

Figure 6.6 Comparison of images representitive of Spain Source: author´s own 69

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

6.1.1 Travel´s desire Figure 6.7 shows a comparison between both images, the traditional and the experiential advertisements in order to know which of them influence more positively to generate the travel´s desire to Spain. 27 % of respondents think that the Image A “Everything under the Sun” influence more positively than the Image B “I need Spain” ,only represented by 18 %. A significative data is that 54, 9 % of them (67 people) think that neither of both advertisements would influence them to travel to Spain.

Figure 6.7 Travel´s desire Source: author´s own

6.1.7 Purchase intention This section presents the purchase intention of the respondents once being exposed to both advertisements. The Image A “Everything under the Sun” shows that 40,2 % of respondents do not know if they would buy a trip to visit Spain after being exposed to the advertisement, and 34,5 % of them think that there are more likely to buy a trip to Spain after being exposed to the advertisement. In contrast, the Image B “I need Spain” shows that 31,1 % of respondents do not know if they would buy a trip to visit Spain, and 50,0 % of them think that they would buy a trip to visit Spain after being exposed to the advertisement.

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

Significantly, figure 6.8 shows that only 12, 3 % of respondents have visited the website “www.spain.info”, the official website of “Turespaña” to promote the Spanish‟s tourism compared to 87, 7 % of them that never have visited the website. In addition, this 12, 3 % only 2% have acquired any type of service (accommodation, rental car, fly tickets, etc.) compared to 10, 7 % of them do not.

Frequency

Percent %

Image A

67,2

Image B

32,8

TOTAL

122

100,0

Figure 6.8 Purchase intention Source: author´s own

6.1.8 Liking technique The author uses the liking technique, which consists in asking respondents directly which of the two campaigns like more and the results are really representative. Figure 6.9 shows that 63.9% prefer the campaign “I need Spain”, based on experiential advertising, while 36.1% would choose the campaign “Everything under the Sun”, a representative image of tourism in Spain in the 80s.

Figure 6.9 Liking Source: author´s own 71

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

This indicates that the image A “Everything under the Sun” does not evoke a very significant value in the respondent. While, the image B shows a more positive attitude toward the advertisement.

6.2 Main Findings This section presents the results contrasted with the hypotheses set at the beginning of the research. The hypotheses one and three refer to cognitive and affective components of the attitude of German market towards the advertisements, “Everything under the Sun” and “I need Spain”. H1: The cognitive component of the advertisement “I need Spain” is more positive that the advertisement “Everything under the Sun”. H3: The answers generated both cognitive and affective by individuals after the ad exposure, influence more positive in the attitude towards the advertisement “I need Spain” than the advertisement “Everything under the Sun”. As mentioned in Chapter four, the cognitive component represents the thinking part of an opinion towards the advertisement and the affective component reflects the feelings and the emotional responses towards the advertisement (Wan Wely and Ireland 2004). Comparing the medias of both advertisements, the advertisement “I need Spain” represents more positive value than the Image A “Everything under the Sun”, e.g. the respondents think that the experiential advertising to promote the image of Spain is more nice (3,76), attractive (3,77), interesting (3,43), convincing (3,35), full of meaning (3,44), creative (3,43), full of life (3,53) and easy to understand (4,31) than the traditional advertisement. And it is the value 4 the most repetitive value, which represents a positive attitude towards the advertisement. In contrast, the advertisement “Everything under the Sun” shows more positive values in the following variables: they think that the traditional advertisement is more informative and realistic that the experiential. This promotional campaign presents a more realistic Spain, however the experiential advertisement raises the senses of the individuals. 72

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

This fact supports the idea of Schmitt (1999) that the experiential approach creates feeling connections between brands and consumers. H2: The traditional advertisement of Spain “Everything under the sun” has a higher remember and recognition’s rate than the advertisement “I need Spain”. In the chapter two, the researcher explained that the traditional advertisement “Everything under the Sun” was one of the most famous campaigns of Spain during the 80s, while the advertisement “I need Spain” is the new creativity of Spain that has been presented during 2010. This hypothesis refers to remember and recognition‟s rate of respondents. The results show that only 26, 2 % of them remembered any of the advertisements, which indicates that although it is not a very representative sample, the rate of remember and recognition of the advertisements is very low; this suggests that the incursion of the promotional campaigns of Spain in the German market is not very significant. These advertisements presented in the research are very useful, as Ashworth and Voogd (1990) explain, to create a favourable or unfavourable image of a destination. This fact is essential to create a memory image of Spain in the consumer and the best way to achieve this is through the creativity of the advertisement, representing in the case of both campaigns a high value of non-recognition. 53, 3 % of the respondents associate Spain with sun and beach tourism, which supports the author´s choice of advertisements. This hypothesis is interesting in order to know which of both campaigns better show the image of Spain in the respondent´s mind. H4: The experiential advertisement creates a more positive attitude in the consumer than a traditional advertisement. According to the results, the experiential advertisement creates in the German market a more positive attitude towards the advertisement. This hypothesis is contrasted with the cognitive and affective results, which indicate that this type of advertisement based on emotional and experiential values provokes a more positive opinions as explained above, considering for the respondents that this experiential creativity is more nice, 73

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

attractive, interesting, convincing, full of meaning, creative and full of feelings than the traditional advertisement. H5: The image of the advertisement “I need Spain” is more attractive for the respondents than the image of the advertisement “Everything under the Sun”. The experiential advertisement “I need Spain” is more attractive to the respondents that the traditional “Everything under the Sun”, which proves the hypothesis five formulated by the researcher. The table 6.1 shows that the German market has an indifferent attitude towards the traditional advertisement; however, the experiential reflects the idea that it is a more attractive image. Glaesser (2006) explains that this attractive plays an important role in the consumer´s world as a competitive advantage. Both advertisements represent the image of Spain through a sun and beach tourism. In the traditional “Everything under the Sun” is presented a typical beach destination, and the experiential presents a paradise beach where the individual can enjoy their family, living different experiences. H6: The attitude toward the advertisement generated by the ad “Everything under the sun” influences more positively in the purchase intention of the consumer than the advertisement “I need Spain”. The results of the primary research show that the experiential advertisement “I need Spain” generate a higher purchase intention for travelling to Spain (50, 0% of the respondents) than the traditional advertisement “Everything under the Sun”, which does not confirm the hypothesis number six. Stout and Leckenby (1988) supports this argument explaining that consumers who feel emotions have significantly a more favourable attitude towards the advertisement and brand and are more likely to purchase.

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

H7: The advertisement “I need Spain” is more effective to represent the image of Spain than the advertisement “Everything under the sun”. However, the hypothesis number seven is not contrasted with the results of the questionnaires. The respondents think that the experiential advertisement “I need Spain” is not more effective to represent the image of Spain than the traditional “Everything under the Sun”. As mentioned before, 67, 2 % of respondents think that the traditional advertisement better represent the image of Spain to promote the country abroad. This traditional advertisement reflects the image of one of the thousands beaches that are integrated in Spain, its traditional architecture and its popular sun. In contrast, only 32, 8 % of respondents believe that the experiential advertisement better represents the image of Spain, and its traditions. According to Ahmed (1996) one of the problems is that the tourist destinations are focus on the global image rather than in partial images. In this case, the experiential advertisement evokes a partial image of Spain, awaking the experience desire of being with the family in a paradise beach.

Summary This chapter has presented the main findings obtained from the responses of the sample. The next chapter will confront this results with the literature reviewed about the main topics of the dissertation. Recommendations for the tourism industry and for future research will also be exposed.

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

CHAPTER 7 - CONCLUSIONS AND RECOMMENDATIONS This chapter exposes the conclusions from the dissertation, by comparing the main results of the primary research to the information obtained from the literature review. Finally, some recommendations for the tourist industry and for future research will be also presented. 7.1 Conclusion As it has been mentioned below, the aim of this dissertation was to analyse the effectiveness of experiential advertising in tourist destinations, taking “Turespaña” as the case study. The main thing to be analysed is which of both, traditional or experiential advertisement is more effective to promote the image of Spain as a tourist destination in the German market. “Turespaña”

the

responsible

organism

for

planning,

development

and

implementation of the image “Spain” in international markets (Recoder 1999). The WTTR (2009) explains that in recent years, tourists have been changing traditional destinations such as Spain or Portugal for newer ones in North Africa, the Eastern Mediterranean and other destinations. For this reason, “Turespaña” has been changing its promotional approach, developing new promotional campaigns based on experiential values. This marketing approach related with emotions, feelings and experiences called “experiential marketing” is being effective to promote tourist destinations. As mentioned in chapter three, the experience evokes emotions which are indispensable part of the organisation of daily life (Ashforth and Humphrey 1995), helping to achieve a differentiation in the consumer‟s destination choice. In order to know the influence of traditional and experiential advertisements, the cognitive, affective and conative attitude components are essential to analyse the effectiveness of Spain promotion in the German market.

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

To evaluate the effectiveness of the campaigns “Everything under the Sun” and “I need Spain”, the researcher designed a survey in order to know the opinions and feelings of 122 respondents towards both advertisements. The results obtained in chapter six show that only four of the seven hypotheses formulated have been confirmed. The hypotheses related to the experiential advertisement “I need Spain” have a greater influence on variables such as consumer attitude towards the advertisement (H1, H3), and the cognitive and affective components (H4, H5). The respondents think that the experiential advertising is nicer and more attractive, interesting, convincing, full of meaning, creative, full of life as well as easier to understand than the traditional advertisement. However, the traditional “Everything under the Sun” only shows that it is more informative and realistic than the experiential model. Subsequently, the two hypotheses that have not been confirmed are explained. Concerning the purchase intention (H6) for travelling to Spain, the results show that the experiential advertisement “I need Spain” is more effective in influencing consumers to buy a trip to Spain (50, 0% of the respondents) than the traditional advertisement “Everything under the Sun”. Besides, the respondents think that the traditional campaign represents better the image of Spain (H7) than the experiential advertising. These results show a series of recommendations, both for the tourist industry and for future research on the experiential aspect of tourism advertising, which are explained in the sections below. 7.2 Recommendations for the tourist industry Firstly, the tourism advertising plays an important role as a marketing tool in the tourist industry in order to generate tourist´s arrivals. The advertising is used by the tourism organisations to influence the attitude and opinion of citizens (Campanario 1996; Johnson and Mesmer 1991).

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

In fact, the National Tourism Board of Spain “Turespaña” uses the printed materials such as posters or promotional advertisements, to create a positive image of Spain; the construction of an appropriate image of a destination will determine the ability to attract and retain tourists (Ahmed 1991). As mentioned in chapter three, the experiential marketing is helpful for tourist companies to compete through emotions instead of competing in price or products. This revolutionary concept will allow tourist companies to create fresh connections between destinations and consumers based on experiences and feelings. The experiential advertisement “I need Spain” try to differentiate Spain from its competitors, and persuade tourists that the country is a paradise destination to live unique experiences. This strategy can be used by other tourist destinations in order to arouse the interest of tourists through the emotions. Secondly, other concept that should be studied in depth by the tourist industry is the advertising effectiveness. This concept is used to measure the results, positive or negative, of an advertising campaign or an advertisement, and to assure with a major probability the success of future campaigns (Paz Aparicio et al. 2000). The chapter four establishes the different techniques to measure the effectiveness, being the cognitive, affective and conative components the key aspects in the consumer´s behaviour. Finally, tourist companies should analyse the effectiveness of promotional advertisements in order to know whether the campaigns are truly effective to induce tourists to visit the destination. 7.3 Recommendations for future research First of all, it is essential to establish a consensus among authors about the experiential marketing. There are many researchers who deal the experiential marketing as a discipline; however, this discipline of marketing has not been analysed in depth, and specifically in the tourism sector. This marketing tool helps to promote destinations based on emotions.

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

Future researchers should realize about the influence of these emotions and future experiences in tourists and its importance in their behaviour in order to create a competitive advantage. As Schmitt mentioned (1999) in chapter three, “We are in the middle of a revolution in the field of marketing”, which provokes that advertisements need to evoke new feelings, e.g. to enjoy with the family in a paradise island, to taste typical Spanish gastronomy with friends or to discover the Green Spain´s smell. This aspect can be analysed as an important competitive value of destinations for its promotion. Researchers have studied the emotional value in advertising; however, the experiential value has not been explored enough in the tourism sector. Therefore, future researchers should investigate how tourist advertising is changing for a new approach in which the consumer has become the main character in the contemporary society. Finally, this research compares two different advertising´s approaches, traditional and experiential advertising. Future researchers, with more time and resources, could use more advertisements of “Turespaña” in order to know which of all creativities have been the more effective to promote the image of Spain abroad.

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

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ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

APPENDIX

QUESTIONNAIRE

THE

GERMAN

MARKET

My name is Juan Carlos Losada. I am a Spanish student in the Master of European Tourism Management at the University of Bournemouth (United Kingdom), Heilbronn Hochschule (Germany) and Dalarna University (Sweden). For my final dissertation I am conducting a research project on the implementation of the advertising that Spain is developing abroad as a potential tourist destination. The following survey is divided in two blocks. It will show you two advertising campaigns used to promote Spain as a tourist destination, and then a series of questions to know your opinion. I would greatly appreciate if you could be part of the research responding to this questionnaire. The data collected is confidential and will be used for academic purposes only.

Thank you very much for your cooperation.

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

FIGURE 1. TOURSPAIN´S ADVERTISING

“Everything under the sun” FIGURE 2. TOURSPAIN´S ADVERTISING

“The siesta is not for sleeping, is for dreaming” 93

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

I. Socio – Demographic Variables: Q1. –Sex Q2. Which of the following age groups do you belong to? 1.- Male 1. 18 – 24  4. 45 – 54 

2.- Female

2. 25 – 34  5. 55 – 64 

3. 35 – 44  6. 65 + 

1. Yes  2. No 

Q3. Have you ever visited Spain?

Q4. Do you remember any of these campaigns to promote Spain? If your answer is “No”, skip to the question 5. 1. Yes  2. No  1. Image A  2. Image B

II. FIGURE 1. Tourspain´s Advertising In general terms, answer the following questions about the advertising campaign in Figure 1.

Value from 1 to 5, the following adjectives describes your attitude toward the advertisement

Q5. It is disgusting

1 2 3 4 5

It is very nice

Q6. It is unattractive

1 2 3 4 5

It is very attractive

Q7. Ii is not interesting

1 2 3 4 5

It is very interesting

Q8. It is not informative

1 2 3 4 5

It is very informative

Q9. It is unconvincing

1 2 3 4 5

It is very convincing

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

Q10. It is empty of meaning

1 2 3 4 5

It is full of meaning

Q11. It is not important to me

1 2 3 4 5

It is very important

Q12. It is unrealistic

1 2 3 4 5

It is very realistic

Q13. It is not creative

1 2 3 4 5

It is very creative

Q14. It is an ad without life

1 2 3 4 5

It is an ad full of life

Q15. Difficult to understand

1 2 3 4 5

Easy to understand

Q16. Based on what you saw in the ad, how likely would you buy a travel to Spain? Value 1 is the minimum score and 5 the highest score. Highly unlikely

1 2 3 4 5

Very Likely

Q17. In general terms, and in a 5 point – scale, knowing that 1 is the minimum score and 5 the highest score, do you like the Figure 1 (Image A) I don‟t like it at all

1 2 3 4 5

I really like it

III.FIGURE 2. Tourspain´s Advertising In general terms, answer the following questions about the advertising campaigns in Figure 2 Q18. It is disgusting

1 2 3 4 5

It is very nice

Q19. It is unattractive

1 2 3 4 5

It is very attractive

Q20. Ii is not interesting

1 2 3 4 5

It is very interesting

Q21. It is not informative

1 2 3 4 5

It is very informative

Q22. It is unconvincing

1 2 3 4 5

It is very convincing

Q23. It is empty of meaning

1 2 3 4 5

It is full of meaning

Q24. It is not important to me

1 2 3 4 5

It is very important

Q25. It is unrealistic

1 2 3 4 5

It is very realistic

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

Q26. It is not creative

1 2 3 4 5

It is very creative

Q27. It is an ad without life

1 2 3 4 5

It is an ad full of life

Q28. Difficult to understand

1 2 3 4 5

Easy to understand

Q29. Based on what you saw in the ad, how likely would you buy a travel to Spain? Value 1 is the minimum score and 5 the highest score

Highly unlikely

1 2 3 4 5

Very Likely

Q30. In general and in a 5 point – scale, knowing that 1 is the highest score and 5 the minimum score, do you like the Figure 2 (Image B)

I don‟t like it at all

1 2 3 4 5

I really like it

IV. Figure 1 & Figure 2 In general terms, please answer a series of questions comparing the two advertising campaigns of the Figures 1 and 2.

Q31. Which of the two Figures did you like most?

Q32. Which of the two Figures do you think that represent Spain better?

Q33. Do any of the two Figures have influenced you to visit Spain?

1. Figure 1  2. Figure 2 

1. Figure 1  2. Figure 2  3.None of them 

Q34. What kind of tourism are you looking for in Spain? 96

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

1. Cultural  2. Sun and Beach  3. Gastronomy  4. Business  5. Ecotourism  6. Sport  7. Others 

Q35. Do you know the web www.spain.info? If your answer is Yes, skip to Q36

1. Yes  2. No 

Q36. Have you booked any product on this webpage? If your answer is Yes, which?

1. Yes  2. No  1.

Accommodation  2. Airline tickets  3. Car rental  4. Others 

Thank you very much

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

APPENDIX 2 - “TURESPAÑA” – ADVERTISING CAMPAIGNS TRADITIONAL ADVERTISEMENTS EVERYTHING UNDER THE SUN (1986)

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

EXPERIENTIAL ADVERTISEMENTS I NEED SPAIN (2010)

100

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

101

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

APPENDIX 3- RESULTS FROM THE QUESTIONNAIRE

COGNITIVE AND AFFECTIVE COMPONENTS NICE - IMAGE A AND IMAGE B

Valid

Frequency IMAGE A 1

Frequency IMAGE B 10

Percent % IMAGE A ,8

Percent % IMAGE B 8,2

disgusting

9,8

26,2

normal

49,2

46,7

nice

30,3

18,9

NICE really disgusting

very nice Total

9,8

18,9

122

100,0

ATTRACTIVE - IMAGE A AND IMAGE B

ATTRACTIVE Valid very unattractive

Frequency IMAGE A

Frequency IMAGE B

Percent % IMAGE A

Percent % IMAGE B

4,1

8,2

unattractive

19,7

29,5

normal

33,6

39,3

attractive

30,3

23,0

very attractive

12,3

23,0

122

100,0

Total

INTERESTING - IMAGE A AND IMAGE B

INTERESTING Valid not very interesting

Frequency IMAGE A

Frequency IMAGE B

Percent % IMAGE A

Percent % IMAGE B

6,6

5,7

not interesting

22,1

12,3

normal

44,3

26,2

interesting

26,2

44,3

very interesting

11,5

122

100,0

Total

102

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

INFORMATIVE - IMAGE A AND IMAGE B

Frequency IMAGE A 17

Frequency IMAGE B 20

Percent % IMAGE A 13,9

Percent % IMAGE B 16,4

not informative

13.9

40,2

Normal

23,8

27,9

Informative

38.5

9,0

very informative

9,8

6,6

122

100,0

INFORMATIVE Valid not very informative

Total

CONVINCING– IMAGE A AND IMAGE B

CONVINCING Valid very unconvincing

Frequency IMAGE A

Frequency IMAGE B

Percent % IMAGE A

Percent % IMAGE B

6,6

unconvincing

25,4

18,9

Normal

31,1

36,9

Convincing

26,2

34,4

very convincing

10,7

9,8

122

100,0

Percent % IMAGE A 6,6

Percent % IMAGE B 2,5

Total

MEANING – IMAGE A AND IMAGE B

Valid

Frequency IMAGE A 8

Frequency IMAGE B 3

empty of meaning

36.1

normal

46,7

30,3

full of meaning

19.7

16.4

very full of meaning

9,0

14,8

122

100,0

MEANING very empty of meaning

Total

IMPORTANT – IMAGE A AND IMAGE B

Valid

IMPORTANT not very important

Frequency IMAGE A

Frequency IMAGE B

Percent % IMAGE A

Percent % IMAGE B

22,1

8,2

not important

26,2

22,1

normal

33,6

49,2

important

14,8

13,9

very important Total

3,3

6,6

122

100,0

103

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

REALISTIC – IMAGE A AND IMAGE B

Valid

Frequency IMAGE A 1

Frequency IMAGE B 3

Percent % IMAGE A ,8

Percent % IMAGE B 2,5

unrealistic

11,5

40.2

normal

27,9

27,0

realistic

43,4

24.6

REALISTIC very unrealistic

very realistic

16,4

5,7

Total

122

100,0

CREATIVE – IMAGE A AND IMAGE B

Valid

CREATIVE not very creative

Frequency IMAGE A

Frequency IMAGE B

Percent % IMAGE A

Percent % IMAGE B

18,9

3,3

not creative

34,4

17,2

normal

29,5

25.4

creative

12,3

33.6

very creative Total

4,9

20,5

122

100,0

FEELINGS – IMAGE A AND IMAGE B

Valid

Frequency IMAGE A

Frequency IMAGE B

Percent % IMAGE A

Percent % IMAGE B

13,9

1,6

not transmit many feeling

22,1

18,0

normal

42,6

23,8

transmit feelings

18,9

38,5

transmit many feelings

2,5

18,0

122

100,0

FEELINGS not transmit anything of feelings

Total

UNDERSTAND – IMAGE A AND IMAGE B

Valid

Frequency IMAGE A 11

Frequency IMAGE B 5

Percent % IMAGE A 9,0

Percent % IMAGE B 4,1

normal

15,6

12,3

easy to understand

22,1

32,0

very easy to understand

53,3

51,6

Total

122

100,0

UNDERSTAND difficult to understand

104

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

105

ANALYSIS OF THE EXPERIENTIAL ADVERTISING IN TOURIST DESTINATION.CASE STUDY: “TURESPAÑA” MA EUROPEAN TOURISM MANAGEMENT

106