The experience economy approach to marketing Les Plus Beaux Villages brand in Russia

Abstract

Purpose

This study aims to analyze the possibilities for the development of an association of the most beautiful villages of Russia using an experience economy approach.

Design/methodology/approach

This study uses a case study approach based on the practices of the federation of the most beautiful villages of the Earth and the associations of the most beautiful villages of France, Italy, Japan, Canada and Germany.

Findings

Based on the analysis of the case studies of beautiful villages marketing in different countries and the methodology of the experience economy, the paper recommends essential changes in the management practices of the association of the most beautiful villages of Russia and its participants.

Practical implications

Several recommendations have been suggested for exploring, scripting and staging the experiences in beautiful villages of Russia.

Originality/value

The main output of this study is designed to provide guidance for the management of the association of the most beautiful villages of Russia, inhabitants of the most beautiful villages, rural tourism companies and local authorities in transition to the new experience economy approach accelerating the socioeconomic development of beautiful villages.

Citation

Karpov, A. and Merzlov, A. (2016), "The experience economy approach to marketing Les Plus Beaux Villages brand in Russia", Worldwide Hospitality and Tourism Themes, Vol. 8 No. 3, pp. 373-379. https://doi.org/10.1108/WHATT-02-2016-0010