A Commentary on Pop up Hospitality Ventures in the UK By Peter Jones

Jones, Peter and Comfort, Daphne and Hillier, David (2017) A Commentary on Pop up Hospitality Ventures in the UK By Peter Jones. Athens Journal of Tourism, 4 (3). pp. 203-216. ISSN 2241-8148

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Abstract

Purpose -This commentary paper outlines the origins and nature of the pop up hospitality phenomenon, provides a range of illustrative examples of the variety and characteristics of pop up hospitality ventures within the UK and offers some reflections on the impact of pop up hospitality outlets and on the future of such ventures within the hospitality industry. Design/Methodology/Approach -The paper begins with a brief review of the pop up hospitality phenomenon and of experiential marketing and this is followed by an illustrative review of the range of pop up restaurants, bars and hotels within the UK. The information on for the paper is drawn from the corporate websites of pop up hospitality operators and agencies and on face-to-face discussions with hospitality pop up operators. Findings – The paper reveals that pop up hospitality ventures have been developed in a variety of formats and locations within the UK. A number of factors have driven the development of pop up hospitality ventures including providing entrepreneurs with relatively low cost opportunities to market test their ideas, skills and expertise and potentially to build their brand and provision of opportunities for customers to develop relationships with these entrepreneurs, with the food and drink they offer and with other customers often in an innovative environment. Many pop up ventures have actively embraced experiential marketing and as such, they can be seen to offer new approaches to marketing within the hospitality industry. Originality/Value – The paper provides an accessible review of the variety of pop up hospitality ventures within the UK and as such will interest professionals in the hospitality industry as well as academics and students interested in contemporary hospitality management.

Item Type: Article
Article Type: Article
Uncontrolled Keywords: Pop up hospitality ventures, experiential retailing, market testing, customer relationships
Related URLs:
Subjects: G Geography. Anthropology. Recreation > G Geography (General) > G154.9 Travel and State. Tourism
Divisions: Schools and Research Institutes > Business School > Business and Human Resource Management
Research Priority Areas: Applied Business Research
Depositing User: Anne Pengelly
Date Deposited: 06 Oct 2017 10:30
Last Modified: 06 Oct 2017 11:57
URI: http://eprints.glos.ac.uk/id/eprint/4995

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