Samenvatting

The purpose of this research is to investigate the characteristics and the customer journey of couples in the USA who are interested in vow renewals. The study examines which promotion tools are the most suitable for this group at every stage in their customer journey by the use of five stages of a purchase funnel: awareness, familiarity, consideration, purchase, and loyalty. A total of 137 respondents for the survey in the field research were used to investigate their customer profile and customer journey. Besides a field research, also a desk research is conducted to obtain the required background information for the field research and for finding out which promotion tools are effective in the international wedding industry. The research results contribute to the development of a promotion plan as advice for the wedding company Larossa Luxury Weddings in The Hague, the Netherlands