Browsing by Author "Ieong, Vanessa Marisa Vital da Silva"
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- Consumer expectations and the outcomes from an erotic male performance: a magic experiencePublication . Ieong, Vanessa Marisa Vital da Silva; Matos, Nélson; Cesário, MarisaThis research aimed to understand the factors that influence the consumer experience, expectations, and outcomes of an erotic male performance show, studying specifically the case of the “Magic Mike Live! London” show. The main consumers of these shows were found to be from the feminine gender from England, who often attend in a group context and leave positive reviews, recommend the show, and express a willingness to revisit. Overall, the level of consumer satisfaction is very positive. Designing a consumer profile for this market niche allows for targeted marketing strategies. The study identified elements that contribute to a holistic consumer experience, including Service/Staff, State of the art, Engagement, Memorabilia, Atmosphere, Venue, Price and Aesthetics. This event journey arouses positive emotions in consumers. The most frequent emotions evoked are “Surprise”, “Amazement” and “Joy”. Positive emotions, lead to positive memories and potential consumer loyalty. The study also found that the emotional outcomes from the experience were important in the evaluating moment of the experience. Considering that the reviews are generally positive, it is assumed that there is a high level of consumer satisfaction. The main motivations for attending the show are the Magic Mike movies, the male strip show, and word-of-mouth recommendations. Expectations are influenced by the movies and fall into two categories: the expectation itself (with levels of high, unknown, not as expected, and exceeded expectations) and expectations related to the strip show as an erotic male performance. A hybrid methodology was applied, and the data was collected from Tripadvisor using online ethnography techniques. One limitation was the small amount of data available due to the show's interruption during the pandemic. Further research is suggested using different data collection techniques, such as interviews, due to the lack of existing literature on the consumer experience of erotic male performances. The study provides insights into improving the consumer experience and understanding the emotions evoked, informing marketing strategies to promote loyalty and satisfaction among consumers of “Magic Mike Live! London” and stakeholders in the same business area.