Marketing Experiencial en FITUR: Análisis de dos destinos competidores, Islas Canarias e Islas Baleares/Experiential Marketing at FITUR: Analysis of two competing destinations, Canary Islands and Balearic Islands

Abstract

The paper develops a qualitative and quantitative exploratory study, through experiential marketing perspective, to analyse the visitors' experience from the stands of two destinations with a similar touristic offer (Canary Islands and Balearic Islands) in the International Tourism Trade (FITUR). The findings confirm that experiential marketing is not integrated as a specifically management area in destinations promotion, although the empirical evidence indicate that visitors experience (emotional and intellectual dimensions) was positively related to travel intention.