The new phenomenon of authentic experience in the tourism industry

Abstract

Global competition conditions in the tourism sector are getting more intense day by day, and tourist behavior is changing in many ways. In this respect, the ability of businesses to adapt to these situations is a prerequisite for their survival in the future. Businesses in the tourism industry need to develop strategies and understanding that will emphasize the uniqueness of the products they offer and highlight the difference of products from others. Also, businesses need to develop a different strategy or understanding to provide tourists with an unforgettable experience and competitive advantage. The facts that the basic component of the experiential marketing paradigm is experience and that experience is the essence of tourism products have led this paradigm to come to the fore in terms of tourism businesses. This study aims to reveal how businesses can adapt themselves to this new paradigm by emphasizing the importance of experience marketing for businesses in the tourism industry. © 2022, IGI Global.