How has the Experience Economy Theory influenced wedding fairs: a case study of the Wedding Journal Show, Belfast, Northern Ireland.
(2016) How has the Experience Economy Theory influenced wedding fairs: a case study of the Wedding Journal Show, Belfast, Northern Ireland., no. 70.
The aim of this research project is to identify aspects of Pine and Gilmore's Experience Economy Theory within wedding fairs, focusing on the Wedding Journal Show in Belfast, Northern Ireland. The objectives that have been set to successfully complete the aim of the research are as follows: • Identify the techniques in which The Wedding Journal Show creates an experience for their guests. • Pinpoint the key attributes of the four realms of experience that are provided at The Wedding Journal Show. • Determine to what extent wedding vendors applied experiential marketing techniques while exhibiting at The Wedding Journal Show. A literature review was carried out first to establish the theoretical frameworks that shaped the research project. Key themes emerged from the review including the experience economy in practice, theming and authenticity, the four realms, experiential marketing and a review of literature related to the wedding industry was also reviewed. Qualitative research methods were chosen to conduct the study after an evaluation of the advantages and disadvantages of both qualitative and quantitative. Observations took place as well as eight semi-structured interviews with wedding vendors that exhibited at the Wedding Journal Show. The results of these observations and interviews were then discussed in relation to the theoretical frameworks in the results and discussion chapter. The findings were that firstly, The Wedding Journal Show utilised a successful amenity program to create an experience for their visitors. Secondly, three out of the four dimensions of The Four Realms of Experience, entertainment, escapist and esthetic were combines throughout the wedding fair. Lastly, that exhibiting vendors apply different degrees of experiential marketing to their campaigns. The final chapter presents the conclusions and recommendations for this study and for future research