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QUANDO LE VACANZE AIUTANO A COSTRUIRE LA PROPRIA REPUTAZIONE

 
Telegiornali, stazioni ferroviarie, aeroporti, autobus, ecc. brulicano di persone che parlano di vacanze. Non parliamo degli uffici e dei messaggi sms. Ne parlano come prospettiva da fruire a breve oppure mentre sculettano lunga la battigia di qualche spiaggia, oppure dopo che hanno appena vissuto. Tutti vivono un’esperienza mai vissuta prima oppure si aspettano di viverla. Queste costatazioni sono abbastanza ovvie.
E’ interessante pensare che pochi pensano di aver vissuto, che stanno vivendo o che vivranno un’esperienza che non hanno mai vissuto prima. Stanno per implementare o hanno appena implementato l’aspetto fondamentale del marketing moderno.
Prendiamo una coppia di giovani. Hanno deciso di andare a trascorrere le vacanze in Cornovaglia per seguire un corso di inglese e spassarsela lungo le spiagge dell’Atlantico. Sia prima, sia durante, sia dopo la vacanza hanno vissuto delle aspettative. Quelle aspettative erano per l’appunto di vivere una nuova esperienza. Non importa quale esperienza. Ciò che importa è la misura delle aspettative.
Proviamo ora a prendere in considerazione gli aspetti connessi con le aspettative che ognuno aveva prima di partire e che divulgherà in modo più o meno positivo a seconda del tipo di esperienza che avrà vissuto. Quanto più le aspettative erano elevate prima di partire e quanto maggiore sarà stata la soddisfazione dopo aver vissuto quell’esperienza ognuno sarà soddisfatto dell’esperienza vissuta. Di conseguenza tanto più ne parlerà agli amici e esprimerà tutta la sua soddisfazione. Parlerà bene della scuola di inglese (nel caso della Cornovaglia) dell’organizzazione delle gite, delle serate, del numero di nuove amicizie e così via.
Questo è l’aspetto fruizionale del marketing esperienziale. Quali le implicazioni? Se gli organizzatori delle scuole di inglese, delle gite turistiche, delle serate in discoteca se ne rendessero conto avremmo forse un po’ più persone che rientreranno soddisfatte dalle vacanze e contribuiranno a migliorare la Reputazione di chi ne ha organizzato l’accoglienza.
 
BUONA ESPERIENZA!
 
 

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