Publicação
LITS horses: leading through animal intelligence marketing transformational equestrian experiences: a strategic branding approach for LITS horses
| Resumo: | This thesis presents the strategic and operational development of LITS Horses, a transformational equestrian tourism brand launched in Portugal. Rooted in experiential and transformational tourism and equine-assisted experiences, the project focuses on designing a coherent and innovative business model that leverages emotional branding, customer journey design, and AI-enabled digital strategies. Developed over a four-month collaboration with the LITS Horses team, the work project offers a practical go-to-market plan that combines a multi-tiered service model, dynamic pricing, CRM strategies, and omnichannel digital engagement. The thesis highlights how values-driven tourism initiatives can create impactful, financially viable businesses while fostering meaningful emotional connections with customers. |
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| Autores principais: | Rinaldi, Maria Carlotta |
| Assunto: | Transformational tourism Artificial intelligence Customer journey Equine assisted experiences Customer journey design Strategic positioning Marketing strategies Digital customer engagement Sales strategies Customer relationship management |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | This thesis presents the strategic and operational development of LITS Horses, a transformational equestrian tourism brand launched in Portugal. Rooted in experiential and transformational tourism and equine-assisted experiences, the project focuses on designing a coherent and innovative business model that leverages emotional branding, customer journey design, and AI-enabled digital strategies. Developed over a four-month collaboration with the LITS Horses team, the work project offers a practical go-to-market plan that combines a multi-tiered service model, dynamic pricing, CRM strategies, and omnichannel digital engagement. The thesis highlights how values-driven tourism initiatives can create impactful, financially viable businesses while fostering meaningful emotional connections with customers. |
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