Abstract
The dominance of quantitative research methods in business is evolving as modern market complexities demand a more comprehensive approach that integrates qualitative insights. This chapter presents the successful application of qualitative research in understanding experiential marketing strategies at the MACq 01 Hotel in Tasmania, Australia. MACq 01 offers an immersive storytelling experience that connects guests with Tasmania’s local history and culture, with each room themed around a story or character from the island’s past and present. Using MACq 01 Hotel as a case study, the chapter demonstrates how qualitative approaches and methods provide deep insights into strategic development and its impact on stakeholder experiences. Employing an interpretive framework with ethnographic elements, data was gathered through online interviews and focus groups, adapted to the constraints of the COVID- 19 pandemic. The study emphasizes the crucial role of qualitative research in the business realm, shaping strategic decisions and enhancing customer engagement.
Belhaj, M. 2025. Experiential Marketing Through Strategic Storytelling: A Qualitative Case Study of a Tasmanian Hotel. Exploring Qualitative Research in Business: Approaches, Strategies, and Methods / edited by L. Segura, A. Vasconcelos, V. Slomski : IGI Global Scientific Publishing, 2025. ISBN 9798369376980. eISBN 9798369376997. p. 71–112. DOI: 10.4018/979-8-3693-7698-0.ch003.