Experiential Retail: Shopping in Recreation Tourism at the Venetian Resort
by Seeun Kim, & Pauline Sullivan
Abstract:
This paper offers a practical understanding of experiential retailing and examines its’ application by an existing tourism destination complex, the Venetian in Las Vegas. The Venetian’s use of specific experiential retailing strategies, branding, thematic/entertainment retailing, lifestyle retailing, and brand extension, and their value also are discussed in terms of creating differentiation in a competitive market. These are strategies can help other tourism related retailers create customer value, encourage repeat tourism, and increase per person spending.
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