Las Corridas de Toros en San Fermín: El Riesgo, La Muchedumbre y el Hedonismo
Keywords:
Hedonic Consumption Experiences, Experiences Marketing, Pleasure, Crowding Effect, Openess, Vitality, Motion, Limit Absence.Abstract
Inside the notion of ‘consuming experiences’, it is important to consider traditional celebrations as an appropriate setting to understand the marketing of the concept of hedonic consumption experiences. Analizing the bull running experience in San Fermin, Spain, we seek to understand the meaning this experience has to the participating individuals in terms of the effects of risk and crowding over their pleasure. We used qualitative data in this study. The results have shown the emergence of four notions: openess, vitality, motion, and absence of limits; we have also found that tradition is a central dimension to enjoy this experience.Downloads
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