Bleisure tourism experience chain: implications for destination marketing

Abstract

With the blurring of the boundaries between business and leisure tourism, Bleisure tourism has recently become popular. This study develops a Bleisure tourism experience chain and examines how Bleisure marketing practices are created to encourage business travelers to have better experiences and spend more money, beyond business events. To this end, a case study was conducted in Japan's capital region. The results showed that local convention bureaus and exhibition centers develop a variety of marketing programs in the hope of stimulating extra spending by business travelers, which have been yet arbitrarily delivered. Accordingly, a Bleisure marketing scheme was suggested.