Abstract
Experiential retailing is an interdisciplinary and innovative concept that crosses the fields of merchandising and hospitality management. Merchandising and hospitality industries, two of the largest industries worldwide, are merging as a single-source business offering total consumption experiences, as illustrated by many restaurants and soft-goods retailers who capitalize on each other for incremental profit. Experiential retailing is viewed from five key concepts: experiential consumption, symbolic consumption, entertainment retailing, themed retailing, and cross-shopping. Implications are suggested to retailers for successful domestic and international businesses and to academic professionals for nontraditional curriculum development.
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