Arts Marketing in Development of Smart City Tourism Experiences

Abstract

The paper presents theoretical and practical aspects of impact of arts on touristic experiences. The subject of paper is theoretical and practical approach in development of touristic experiences by arts events and arts environment. Experience marketing in tourism is new field of marketing research in academic institutions and scientific marketing associations. The goal of the paper is to develop touristic experiences based on culture, arts, media and arts environment. Specific goal of the paper is to enlighten strategies of experience marketing in development of touristic experiences based on arts. In empirical research, the paper will present result about segmentation of target groups of tourists whose choose touristic destination on the base of art's events, as well as their satisfaction with arts events in the time when they were in chosen destination. Results of research about tourist's satisfaction would be important for further research of development of touristic destination as brand.