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Blue Train : developing a marketing approach for the South African luxury rail travel experience /

Blue Train, a luxury travel experience provider in South Africa, is more than half a century old. The experience offered by Blue Train today is uniquely different from when it started. Currently, the initiative caters to luxury consumers looking for a unique journey experience. With the capacity to...

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Bibliographic Details
Main Authors: Ahmed, Jashim Uddin (Author), Tarannum, Tasnim (Author), Islam, Quazi Tafsirul (Author), Faroque, Anisur Rahman (Author), Ahmed, Asma (Author)
Format: eBook
Language:English
Published: London : SAGE Publications: SAGE Business Cases Originals, 2022.
Series:SAGE Business. Cases.
Subjects:
Railroad travel > Case studies.
Branding (Marketing) > Case studies.
South Africa > Description and travel > Case studies.
Voyages en train > Études de cas.
Stratégie de marque > Études de cas.
Afrique du Sud > Descriptions et voyages > Études de cas.
Branding (Marketing)
Railroad travel.
Travel.
South Africa.
Electronic books.
Case studies.
Online Access:Connect to the full text of this electronic book
Description
Summary:Blue Train, a luxury travel experience provider in South Africa, is more than half a century old. The experience offered by Blue Train today is uniquely different from when it started. Currently, the initiative caters to luxury consumers looking for a unique journey experience. With the capacity to serve up to 100 business or leisure consumers, Blue Train offers an unprecedented experience, including a vast array of amenities on a moving train. This case provides an overview of the Blue Train service and evaluates the offerings of the organization through experience marketing and luxury industry frameworks in order to understand how Blue Train creates a uniquely lasting experience for its high-end consumers. Although this unique experience, fueled by the scenic beauty of South Africa, offers a sustainable future for Blue Train, the current COVID-19 crisis poses a huge challenge not only to a safe future for Blue Train, but for the future of the experience economy.
Physical Description:1 online resource : illustrations.
Bibliography:Includes bibliographical references and index.
ISBN:9781529774122
1529774128