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O Marketing de Experiência como Diferencial Estratégico na Hotelaria: Aplicações Práticas a partir de um Estudo de Caso do Lançamento do Álbum “DLRE” do Rapper BK’
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Esta dissertação investiga o marketing de experiência enquanto estratégia pivotal para
a criação de eventos memoráveis e para a construção de valor em sectores onde a emoção e a
autenticidade são determinantes. O estudo centra-se na análise dos seus fundamentos teóricos
e na sua aplicação prática, tomando como estudo de caso o lançamento do álbum “DLRE” do
rapper BK”, um evento paradigmático de primeira audição que mobilizou estratégias de
envolvimento sensorial, emocional e relacional. A metodologia assenta numa abordagem
qualitativa, com recurso a entrevistas semiestruturadas para captar a perceção e a experiência
vivida pelos participantes, permitindo uma análise profunda dos mecanismos que tornaram o
evento num sucesso em termos de engagement e fidelização. Os resultados do estudo
demonstram que a eficácia do evento residiu na orquestração intencional de elementos como a
exclusividade, a qualidade estética e sensorial do ambiente, a narrativa coesa do álbum e as
oportunidades de cocriação e partilha. Estes elementos, analisados à luz das dimensões do
marketing de experiência (sensorial, emocional, cognitiva, comportamental e relacional),
revelaram-se catalisadores de uma ligação profunda entre o artista e o seu público. Conclui-se
que as estratégias de marketing de experiência, para além de se revelarem cruciais no cenário
musical, oferecem um modelo transferível e extremamente valioso para o sector da Hotelaria
e Turismo. Num contexto de forte competitividade e tendência para a comoditização dos
serviços, a capacidade de criar experiências únicas e memoráveis emerge como o principal
diferencial para a fidelização de clientes e para a sustentabilidade dos negócios. Assim, esta
dissertação transcende a análise do caso concreto para propor que a hotelaria se inspire nestes
princípios, recomendando a conceção de experiências imersivas que transformem a estadia do
hóspede numa narrativa sensorial e emocional, promovam a autenticidade e a cocriação, e
fortaleçam a ligação emocional com a marca. Deste modo, o caso BK' serve de lente através
da qual se olha para novas oportunidades de inovação e de excelência na gestão e direção
hoteleira.
This dissertation investigates experiential marketing as a pivotal strategy for creating memorable events and building value in sectors where emotion and authenticity are determining factors. The study focuses on analysing its theoretical foundations and practical application, using the release of the album “DLRE” by rapper BK' as a case study. This launch event served as a paradigmatic first listening experience, employing sensory, emotional, and relational engagement strategies. The methodology is based on a qualitative approach, using semi-structured interviews to capture participants' perceptions and lived experiences, enabling a deep analysis of the mechanisms that made the event successful in terms of engagement and loyalty. The study results demonstrate that the event's effectiveness stemmed from the intentional orchestration of elements such as exclusivity, the aesthetic and sensory quality of the environment, the album's cohesive narrative, and opportunities for co-creation and sharing. These elements, analysed through the lens of experiential marketing dimensions (sensory, emotional, cognitive, behavioural, and relational), proved to be catalysts for a deep connection between the artist and his audience. It is concluded that experiential marketing strategies, besides being crucial in the music scene, offer a transferable and highly valuable model for the Hospitality and Tourism sector. In the context of strong competitiveness and a tendency towards service commodification, the ability to create unique and memorable experiences emerges as the key differentiator for customer loyalty and business sustainability. Thus, this dissertation goes beyond the analysis of the specific case to propose that the hospitality industry draws inspiration from these principles, recommending the design of immersive experiences that transform the guest's stay into a sensory and emotional narrative, promote authenticity and co-creation, and strengthen the emotional connection with the brand. In this way, the BK' case serves as a lens through which to view new opportunities for innovation and excellence in hotel management and leadership.
This dissertation investigates experiential marketing as a pivotal strategy for creating memorable events and building value in sectors where emotion and authenticity are determining factors. The study focuses on analysing its theoretical foundations and practical application, using the release of the album “DLRE” by rapper BK' as a case study. This launch event served as a paradigmatic first listening experience, employing sensory, emotional, and relational engagement strategies. The methodology is based on a qualitative approach, using semi-structured interviews to capture participants' perceptions and lived experiences, enabling a deep analysis of the mechanisms that made the event successful in terms of engagement and loyalty. The study results demonstrate that the event's effectiveness stemmed from the intentional orchestration of elements such as exclusivity, the aesthetic and sensory quality of the environment, the album's cohesive narrative, and opportunities for co-creation and sharing. These elements, analysed through the lens of experiential marketing dimensions (sensory, emotional, cognitive, behavioural, and relational), proved to be catalysts for a deep connection between the artist and his audience. It is concluded that experiential marketing strategies, besides being crucial in the music scene, offer a transferable and highly valuable model for the Hospitality and Tourism sector. In the context of strong competitiveness and a tendency towards service commodification, the ability to create unique and memorable experiences emerges as the key differentiator for customer loyalty and business sustainability. Thus, this dissertation goes beyond the analysis of the specific case to propose that the hospitality industry draws inspiration from these principles, recommending the design of immersive experiences that transform the guest's stay into a sensory and emotional narrative, promote authenticity and co-creation, and strengthen the emotional connection with the brand. In this way, the BK' case serves as a lens through which to view new opportunities for innovation and excellence in hotel management and leadership.
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Marketing de Experiência Eventos Memoráveis Indústria Musical Gestão Hoteleira Experiência do Cliente Fidelização Estudo de Caso