Case Studies on Food Experiences in Marketing, Retail, and Events

Susanne Doppler is currently Professor of Event Management and Subject Coordinator for Tourism- and Event Management at Hochschule Fresenius Heidelberg. She has broad research interest at the interface between sales and marketing with a special focus on experiences and event marketing within the sales circle. Specific interests include the role of involvement on the attendees’ perceived experience quality at events, congresses and exhibitions with a special focus on B2B, effects of strategic dramaturgy at the trade fair boost building and attendees’ trust and satisfaction through sustainable business practices and events. Furthermore, she has been researching in the field of mobile apps, games and virtual reality applications as marketing tools, e.g. for tourism destinations. Since September 2012, Dr. Adrienne Steffen is a Professor of Consumer Behavior and Market Research at the Hochschule Fresenius Heidelberg and its predecessor institution. Adrienne Steffen received her BBA in International Management at the International University in Germany and studied at the University of Michigan in the USA and the ESC Rennes in France. She completed her PhD (“Affective Reaction to Critical Shopping Experiences in Shopping Centers- a Mixed Method Approach”) and Post Graduate Diploma in Research in Business Management at the University of Strathclyde in Glasgow.Adrienne has recently published in the area of Consumer Marketing where she focuses on retail experience management, consumer-salesperson interactions and sustainable consumptio

• 1. Foreword - Introduction to the experience economy2. Introduction to consumer food choices3. The role of food in creating experiences4. Marketers unintended consequences of improving the consumer food experience5. Crafting food shopping experiences: the case of food halls in luxury departments stores6. Organic food shopping in Australia and Bangladesh: The role of perceived organic food value in the attitude-intention-behaviour model7. Promoting Organic Products in India: The Case of Two Brothers Organic Farms8. Engineering the experience in restaurants by means of process design and management9. The culinary offer of skiing huts in Austria. A critical analysis10. Vegan restaurants designing food experiences for the plant-based dieters’ neo-tribes11. Event Catering: Enhancing customer satisfaction by creating memorable holistic food experiences12. We have our style!" Optimizing Food Experiences in Personalized Catering Boutique Concepts13. The City and Curated Culinary Culture14. Travellers' Experiences at Destinations' Food Events15. Creating food experiences: summary and implications for practitioners16. Future outlook on experiences with food shopping and away from home food consumption experiences