What is Sense

Customers no longer seek a product just for its features or benefits, rather they look for unique experiences. This is provided by experiential marketing where experiences broadly are divided into five categories that include consumer, product & service, off-line & online, consumption and brand experiences. Most of the previous research in this area has focused on consumer experiences. However, nowadays product and services too are aligned according to multisensory environments. One of the upcoming industries that focuses on the experiential marketing is the leisure industry or leisure services. These services include businesses focused on recreation, entertainment, sports and tourism which include theme parks, adventure parks, adventure sports, concerts, etc. Some of the examples of the leisure services in top cities of the country include Adlabs Imagica in Mumbai, Kingdom of Dreams in Gurugram, Worlds of Wonder in Noida, and Aquatica in Kolkata. The chapter aims to study the growth of this sector in an experiential economy along with strategies used by the leisure industry.