The Relevance of Creative Marketing, Innovation and Luxury in the Contexts of Tourist Events

Abstract :

Recent studies indicate that organizations have been looking for creative and innovative alternatives to position themselves in the market in a competitive way. Tourism has so far been one of the sectors that has most contributed to the development of the countries' economy and has shown the highest growth rates. Within the tourism sector, one of the fastest growing segments is events. The concepts of creative marketing, innovation and luxury applied in the context of tourist events, specifically in the luxury wedding market, arise in order to establish a dialogue between the areas of knowledge, enabling the construction of new knowledge and the adoption of new event practices, desired by contemporary clients. The aim of this manuscript is to present the relevance of creative marketing, innovation and luxury in the context of tourist events, with an emphasis on new wedding trends: destination weeding, elopement wedding and honeymoon glamping. In specific, this study intends to understand the relevance of creative marketing, innovation and luxury in the context of tourist events. In a preliminary perspective, a research model will be proposed by the study authors. In an interdisciplinary perspective, this study presents contributions to tourism, marketing and event management. At the end, guidelines for the future will be presented.