Are Connected Fitness Machines the New Blue Ocean Marketing Strategy for Tourism Marketing (Red Ocean) or the Wellness Industry (Red Ocean)? An Exploration of Connected Signaling

Authors

  • Reccia N. Charles St. George’s University

DOI:

https://doi.org/10.33423/jsis.v19i1.6899

Keywords:

innovation, sustainability, signaling theory, destination marketing, blue ocean strategy, red ocean strategy, internet of things, connected machines, internet of things marketing, wellness tourism, advertising, tourism marketing, fitness machines

Abstract

The question is centered around connected (Internet of Things) Fitness Machines which virtually transport the user of the machine to a destination (Spain, Italy, St. Lucia, Fiji, New Zealand to name a few) while the user is engaged in some form of fitness activity (running, walking, rowing, cycling, etc.). The intended idea or primary marketing message is that the user gets a ‘personal’ trainer to aid in their fitness journey while at the same time enjoying the ‘outdoors’ in the comfort of their home. The seemingly unintended consequence is that each ‘outdoor’ location is marketed uninterrupted for 15 to 30 minutes at least. This begs the question – will these connected machines encroach on traditional advertising expenditure for destination marketing? Can connected (internet of things) Fitness machines move two product categories from Red Ocean competitiveness to Blue Ocean Competitiveness? Does the signaling engagement positively affect customer choice/willingness to choose a destination?

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Published

2024-04-01

How to Cite

Charles, R. N. (2024). Are Connected Fitness Machines the New Blue Ocean Marketing Strategy for Tourism Marketing (Red Ocean) or the Wellness Industry (Red Ocean)? An Exploration of Connected Signaling. Journal of Strategic Innovation and Sustainability, 19(1). https://doi.org/10.33423/jsis.v19i1.6899

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Section

Articles