Customer Experience in Experiential Marketing: an analysis from the customer and company perspectives

Over the past decades, the world of marketing has undergone many important and fundamental changes, especially in the way that goods and services are provided. This paper aims to give a detailed review of the core concepts of experiential marketing and of the theories that have been developed in recent years. The analysis will be focused on trying to understand whether these theories could still be considered relevant in today’s market, also through the study of consumer experiences and the variables influencing customer perception and behaviour. Lastly, a case study on Fontanafredda’s Villaggio Narrante will be proposed in order to understand which elements contribute to consumer satisfaction and the eventual development of consumer brand loyalty