Experiential marketing and purchase intention of ecotourism experiences - Z-Generation case





Ecotourism, experiential marketing, GenZ, Loyalty, purchase intention, Satisfaction, word-of-mouth


Consumers are more willing to invest in experiences with relaxation and stress reduction. Tourism, a pivotal driver of the economy, and its associated activities hold significant potential for experiential marketing. It is particularly evident in the growing interest of tourists in natural settings and experiences related to nature, fostering an environment conducive to the expansion of ecotourism. Consequently, an exploratory study was conducted with the following research question: How does experiential marketing relate to consumer satisfaction, loyalty, word-of-mouth, and intention to purchase ecotourism experiences, explicitly focusing on Generation Z? - The results indicate positive correlations between experiential marketing and satisfaction constructs, consequently establishing a link between satisfaction, loyalty, word-of-mouth promotion, and purchase intention. Thus, the findings provide valuable insights into the behaviors of ecotourism consumers and how experiential marketing can facilitate the development of more effective marketing strategies to enhance tourist satisfaction.

Author Biographies

Marília Durão, Portucalense University REMIT, Porto, Portugal; University of Aveiro, GOVCOPP, Aveiro, Portugal

Marília Durão, Assistant Professor and Coordinator of the Hospitality Management. Degree at the Portucalense University (UPT) in Portugal. Actively involved in several research projects and EU capacity-building and strategic partnership initiatives focusing on human resources management in the tourism and hospitality industry, entrepreneurship and innovation, destination management, sustainable tourism and ecotourism.

Luís Pacheco, Portucalense University REMIT, Porto, Portugal

Luís Pacheco, professor of economics and finance at Portucalense University, Portugal. PhD in Economics from the Technical University of Lisbon and a MSc in Monetary and Financial Economics and a Degree in Economics. Main research interests are in the financial (capital structure, markets and financial products) and tourism areas, published in international scientific journals.

Makhabbat Ramazanova, Portucalense University REMIT, Porto, Portugal

Makhabbat Ramazanova, assistant Professor in Tourism and Hospitality at Portucalense University, Portugal. PhD in Tourism from University of Balearic Islands. Integrated member of REMIT – Research on Economics, Management and Information Technologies.  Works on EU capacity-building projects for 10 years.  Research areas: tourism-water nexus, sustainable tourism, cultural heritage and tourism, development and management of tourism destinations.

João Carvalho, Portucalense University REMIT, Porto, Portugal

João M. S. Carvalho, associate Professor at the Portucalense University. Researcher at REMIT (Portucalense University); at CICS.NOVA (Nova University of Lisbon, and Minho University); at CEG (Open University); and at InED (Higher Education School of Porto Polytechnic University). Trainer at the National Association of Young Entrepreneurs and the Order of Engineers. Degree in Business Management, Postgraduation in Social Gerontology, Master's Degree in Economics, and Doctorate in Business Sciences. Published several books and articles in scientific journals.