Resumen de Consumer experience and the valued elements in the three phases of purchase of a cultural event
Cátia Mendes de Jesus, Helena Maria Baptista Alves
Consumer experience has been a central point for marketing researchers, but also a complex subject that seeks to integrate multiple relevant and enduring concepts of literature. In this sense there are numerous publications and perspectives on the subject, but the need to identify and understand the origins of the experience and consumer behaviour has been highlighted by many authors. In this sense, the article addresses the consumer experience globally, having as main objective the identification, categorization and understanding of the main elements that consumers value during their experience in an event. The analysis allowed to highlight the elements and attributes that influenced (positively and negatively) the consumer experience along the different touchpoints existing in the three phases of purchase. An exploratory and interpretative approach was adopted based on a case study of the “Óbidos Christmas Town” event. This qualitative research adopted netnography as a methodological technique and analyzed the comments present on TripAdvisor. The selection process resulted in a total of 153 comments valid for analysis. The results revealed different elements through the three phases of purchase. In the pre-purchase phase consumers valued elements: a) functional/motivational; b) communicative; c) technological and d) elements of interaction between consumers. In the purchase phase they valued as elements: a) interaction with the service; b) interaction with employees; c) atmospheric elements, and d) elements of process; while in the post-purchase they valued technological elements and elements of interaction between consumers. This article provides a comprehensive understanding and helps events organizations in identifying key elements and respective touchpoints along the consumer experience in an event.
