Integrating Relationship Marketing and Experiential Marketing in Value Co-Creation: Revitalising Pottery Craft Centres in Lombok

SULHAINI, SULHAINI (2014) Integrating Relationship Marketing and Experiential Marketing in Value Co-Creation: Revitalising Pottery Craft Centres in Lombok. In: INTERNATIONAL RESEARCH SYMPOSIUM ON SUSTAINABLE TOURISM DEVELOPMENT, 29-30 August 2014, Mataram.

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Abstract

This paper examines relationship marketing and experiential marketing perspectives in light of value co-creation and how they can be integrated in order to revitalise and transform pottery craft centres into tourist destinations on Lombok island. The island has been popular as one of the main tourist destinations in Indonesia; however, creative industry (especially pottery craft), which should support tourism, has shown a negative trend as a number of micro enterprises have closed down and export has continuously declined. No pottery craft centre on the island promote differentiations they merely offer intrinsic products stressing rational but ignoring emotional side of customers’ desires. This paper proposes a differentiation through integrating and implementing both relationship marketing and experiential marketing perspectives in pottery craft centres. This needs to transform craftswomen and individuals in the community as experiential value co-creators and redesign their physical surounding by building a demo corner as a workshop collective space. The experiential value co-creators have to be well trained to enhance their skills in strengthening bonding, empathy, reciprocity, trust, shared values and communication in interactions with visitors. These skills can generate memorable experiences leading to positive word-of-mouth promotion and repeat visits.

Item Type: Conference or Workshop Item (Paper)
Keywords (Kata Kunci): relationship marketing, experiential marketing, value co-creation, pottery craft centres : relationship marketing, experiential marketing, value co-creation, pottery craft centres
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ekonomi
Depositing User: Mrs Sulhaini Sulhaini
Date Deposited: 20 Mar 2019 09:02
Last Modified: 20 Mar 2019 09:02
URI: http://eprints.unram.ac.id/id/eprint/12929

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