The impact of eudaimonic communication strategies in creating transformative tourism experiences
Myburgh, Jade (2024)
Myburgh, Jade
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202403043731
https://urn.fi/URN:NBN:fi:amk-202403043731
Tiivistelmä
Effective communication is crucial in creating transformative travel experiences. Tourism organisations can inspire their audience to embark on a journey of personal growth and discovery by engaging them with meaningful and thought-provoking content through inspiring stories, captivating visuals, or practical tips and advice. The right type of content can establish a deep connection with the audience, resulting in unforgettable travel experiences. Eudaimonic communication, a field of study focusing on content that promotes human flourishing, provides valuable insights into this area. The research project aimed to enhance and develop a comprehension of the business opportunities that can emerge from transformational experiences in the tourism industry, viewed from a eudaimonic communication perspective. The methodology employed in the research project was highly comprehensive, encompassing three core approaches. Initially, an extensive review of the promotion of sustainable practices by the participating organisations was conducted to ascertain the messaging strategies utilised to highlight the benefits of sustainability. Secondarily, these organisations' digital technologies and tools to enhance customer experiences were analysed to evaluate their efficacy. Finally, a web content analysis was conducted to identify the contextual usage of eudaimonic criteria words when interacting with customers. Additional quantitative and qualitative data were gathered through neuromarketing tests and follow-up interviews with participants. The testing outcomes serve as a roadmap for organisations to develop effective communication strategies incorporating eudaimonic communication when describing transformative experiences.