The Effects of the “Camping Plus” Model for Outdoor Brands’ Marketing

Abstract

The camping industry has developed in a way, while most industries have declined since the epidemic broke. In this situation, outdoor companies need to apply marketing strategies to sell. The “Camping plus” model is one strategy that promotes customer satisfaction by adding additional value to the product. It can be explained as companies providing customers with various camping scenarios in their marketing. Against this background, the paper aims to search the effects of the “Camping plus” model for outdoor brands’ marketing with qualitative analysis. We invited 30 participants aged from 20 to 25 to have an interview to search the effects of the “Camping plus” model with ten questions. Nevertheless, our findings indicate that the “Camping plus” model is not always positive, so companies cannot apply this model optionally. Moreover, brands should comprehensively consider elements (i.e., the demographic of the customers, their understanding of the information the brands convey, and their attitudes to the model) to use the model effectively and efficiently.