Business Strategy

Experiential Modules from the Perspective of an Eco-Resort in Goa

Article Details

Pub. Date	: Dec' 2021
Product Name	: The IUP Journal of Business Strategy
Product Type	: Article
Product Code	: IJBS21221
Author Name	: Lyseth M D'Souza, Vimlesh Prabhudesai and Filipe Rodrigues e Melo
Availability	: YES
Subject/Domain	: Strategic Journals
Download Format	: PDF Format
No. of Pages	: 12

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Abstract

In modern times, tourism and hospitality consumption has become more qualitative, more demanding and more varied (Ritchie et al., 2011). Vacationers look forward to a stupendous, fun-filled and pleasurable holiday (Holbrook and Hirschman, 1982; and Schmitt, 1999a and 2003). The new mantra world over is sustainability and care for the ecology, and more people are moving towards these new modes of tourism which encompass education, experience and conservation. Staging unforgettable experiences helps to build loyalty and customer satisfaction which is beneficial to both the company and the customer (Witthaus, 2004), since customers develop recognition and purchase goods or services after they experience activities and perceive stimulations (Schmitt, 1999a). This paper discusses the experiential modules of Schmitt (1999b) as practiced through the experiential marketing strategies staged at an eco-resort in Goa, from November 2018 to October 2019. The qualitative research included semi-structured interviews, participant observations and secondary data analysis. The results show that activities and events built around sensory and emotional experiences have a high impact intensity which helps to create memories. Designing experiences by stimulating the five senses produce emotional attachment towards the resort.

Introduction

Goa, the pride of India, has been attracting domestic as well as international tourists' since the late 1960s. Goa had been under the Portuguese rule for centuries and its influence is vividly perceived in the culture, traditions and lifestyle of the locals. The architecture of the houses, churches and monuments are very distinct from other parts of the country and reveal the inspiration of Portuguese and Latin culture. This tiny state is well connected with the rest of the world through all modes of transport. Goa attracts a large number of tourists from the UK, Russia, Iran, Nigeria, Germany, Israel, Portugal, etc. The domestic tourist arrivals have increased over the years, since it has become very popular among the young and metropolitan tourists (Kamat, 2010) who visit Goa for short trips and over the weekends (Table 1). Goa has always attracted tourists for its beautiful coast line and in recent years there has been a shift towards ecotourism.