An investigation into the extent to which experiential marketing has altered the way international spirit brands, reach, target and engage with tourists visiting Scotland

Abstract

This study investigates the extent to which experiential marketing (EM) has altered the way alcohol brands within Scotland’s alcohol tourism industry (ATI) reach, interact and engage with tourists. Semi-structured interviews were conducted with 3 experienced alcohol industry practitioners, which allowed for real depth and a greater understanding of EM its importance and impact upon international spirits brands in Scotland’s ATI. Purposive (homogenous) sampling was adopted, allowing for similar sub-groups of individuals to be interviewed driven by the inclusion criteria. Data analysis (specifically thematic) enabled rich analysis of data identifying 3 main themes with corresponding sub-themes that were critically analysed against literature. Ultimately, successfully delivering robust outcomes resulting from this study’s research aim and the 2 objectives. Supported by the literature, this research identified, EM plays a both valued and pivotal role within Scotland’s ATI as it facilitates two-way conversations between the brand and customer, complementing the social nature of the ATI through encouraging interaction and engagement. EM has strategically altered the way in which brands engage with tourists through implementing storytelling, sensory marketing and personalisation for tourists. As a consequence, driving brand loyalty, satisfaction and strengthening the relationship with the consumer in comparison to traditional marketing methods. Contrary to the literature, this study identified that obstacles to successful EM cannot be universally applied to all industries specifically within Scotland’s ATI. Additionally, the community was clearly identified as an emergent theme and is regarded crucial in the delivery of successful EM. From this study, it can clearly be concluded that in order to compete within the hypercompetitive nature of the ATI in Scotland, brands need to incorporate EM strategies with a deliberate emphasis on personalisation, sensory marketing and storytelling to strengthen their bond with consumers, maintaining constant engagement, interaction and satisfaction to secure competitive and sustainable advantage in Scotland’s ATI.