Cambio de paradigma en el marketing de destinos turísticosEl plan CMA experience

Abstract

The Network Society has brought a new concept of consumer who has an active and collaborative in the products configuration, and after experiencing them, enjoys sharing his experiences on social networks, prescribing them or the opposite. This consumer lives in a changing and dynamic environment, linked to a time of uncertainty and instability known as "liquid times". This new scenario entails a paradigm shift in marketing, starting to develop a strategic approach focused on people and the experiences that they live with the products. On the other hand, the web is onsolidated as a medium with high adaptability to change, implementing basic communicationactions in a multimedia, interconnected and transparent society. This is transferred to the tourism sector, where destinations must adapt to the new paradigm when designing products and define marketing strategies: designing spaces for co-creation and conversing with demand. The aim of this article is the proposal of a new methodology for destination marketing planning, based on the concept of experiential marketing. To do this, we study the case of CMA Experience Marketing Plan, which, with an experiential approach, is oriented to the tourist proksumer