Search
  Advanced Search
 
Journal search
Journal cover: International Journal of Event and Festival Management

International Journal of Event and Festival Management

ISSN: 1758-2954

Online from: 2010

Subject Area: Tourism and Hospitality

Content: Latest Issue | icon: RSS Latest Issue RSS | Previous Issues

 

Previous article.Icon: Print.Table of Contents.Next article.Icon: .

Designing and delivering compelling experiences: Insights from the 2008 Democratic National Convention


Document Information:
Title:Designing and delivering compelling experiences: Insights from the 2008 Democratic National Convention
Author(s):Sudhir H. Kale, (School of Business, Bond University, Gold Coast, Australia), Robin D. Pentecost, (Department of Marketing, Griffith Business School, Griffith University, Meadowbrook, Australia), Natalina Zlatevska, (School of Business, Bond University, Gold Coast, Australia)
Citation:Sudhir H. Kale, Robin D. Pentecost, Natalina Zlatevska, (2010) "Designing and delivering compelling experiences: Insights from the 2008 Democratic National Convention", International Journal of Event and Festival Management, Vol. 1 Iss: 2, pp.148 - 159
Keywords:Marketing, Political parties, Politics, Promotional methods, United States of America
Article type:Conceptual paper
DOI:10.1108/17852951011056928 (Permanent URL)
Publisher:Emerald Group Publishing Limited
Abstract:

Purpose – Joseph Pine and Jim Gilmore coined the term “experience economy” to describe a paradigm shift in consumption. To survive in this new economy, businesses must provide customers with memorable consumption experiences. The purpose of this paper is to suggest eight ingredients that need to be incorporated into a compelling experience. Commercial experience providers, not-for-profit organizations, and political entities stand to benefit by integrating these elements in the experiences they provide to their targeted constituencies.

Design/methodology/approach – A qualitative phenomenological case study approach is employed using the 2008 Democratic National Convention as the referent for dissemination of a compelling experience.

Findings – Eight attributes were distilled that together constitute an unforgettable experience: planning, resourcing, targeting, anticipating, enabling, empathizing, framing, and engaging.

Practical implications – All experience providers desirous of creating compelling customer experiences for their targeted audiences would find it worthwhile to actively incorporate each of these elements in their product.

Originality/value – The paper uses a well-planned and well-executed political convention to uncover the building blocks of a compelling consumer experience.



Fulltext Options:

Login

Login

Existing customers: login
to access this document

Login


- Forgot password?
- Athens/Institutional login

Purchase

Purchase

Downloadable; Printable; Owned
HTML, PDF (84kb)

Due to our platform migration, pay-per-view is temporarily unavailable.

To purchase this item please login or register.

Login


- Forgot password?

Recommend to your librarian

Complete and print this form to request this document from your librarian


Marked list


Bookmark & share

Reprints & permissions