Experience in Tourism
Content
Experience Economy..............................................................................................................................2
Tourist destinations................................................................................................................................2
Characteristics of an experience.............................................................................................................2
Pine and Gilmore....................................................................................................................................3
Maslow: hierachy of needs.....................................................................................................................4
Process of creating meaning...................................................................................................................4
Shifts in society.......................................................................................................................................5
Paradigm change....................................................................................................................................5
Co- creation............................................................................................................................................6
10 design principles................................................................................................................................7
Strong concepts (ideas)..........................................................................................................................7
Guest Experience Model........................................................................................................................8
Imagineering...........................................................................................................................................9
Different arena’s of value creation.......................................................................................................10
1
,Experience Economy
For creating an experience, companies often use the following aspects:
a memorable experience (like a birth, marriage, first child)
a personal experience (like a graduation)
impressive and sensational (creating emotions, because people are more alert with all
senses)
Elements of an experience are:
Excitement
Unique
New
Shared (with family, friends, VIP…)
Feeling or emotion (joy, happiness, sadness, anger...)
Tourist destinations
Tourist destinations can be divided into artificial (man-made, like Disneyland) destinations and
authentic (unique, real, natural, like locals) destinations
Characteristics of an experience
Thematized (low budget, winter wonderland, food, Disney)
Business as stage (more theatre and drama)
Aspire flow-experience (when people feel like time flies)
Involve your guests (interaction with the public)
Appeal all senses (sight, hearing, touch, smell, taste)
Create memories (making experiences unique and memorable)
2
, Pine and Gilmore
Customer involvement emerges in two spheres:
• the level of participation or capability of influence by consumer. (passive or active)
• relationship with experience field (absorption or immersion)
The model is divided into two dimensions – the level of participation of individuals (passive or active)
and the kind of connection that unites people with the event or performance (absorption or
immersion). This results in four different experience realms – entertainment, educational, escapist
and esthetic. These domains represent combination of the two dimensions which form unique
personal experiences.
Educational: participants in an educational experience wants to learn, gain skills and abilities.
Educational experiences demand an active participant who absorbs the experience in order to
gain the desired learning outcome.
Entertainment: participants in an entertainment experience wants to relax, enjoy and have
fun. Entertainment experiences are usually absorbed from a distance while the participant
remains passive and have little impact on the experience itself.
Esthetic: participants in an esthetic experience wants to “just be”, typically in an esthetically
pleasing setting. An esthetic experience is appreciated passively while being immersed in an
environment. Immersive experiences have an ability to surround the participant, as opposed to
absorbing the experience, for instance through a TV or teacher, from a distance.
Escapist: participants in an escapist experience wants to go and do. An escapist experience
has active participants who are immersed in the experience.
if all four domains are combined in an experience= blind spot (perfect experience)
3
Content
Experience Economy..............................................................................................................................2
Tourist destinations................................................................................................................................2
Characteristics of an experience.............................................................................................................2
Pine and Gilmore....................................................................................................................................3
Maslow: hierachy of needs.....................................................................................................................4
Process of creating meaning...................................................................................................................4
Shifts in society.......................................................................................................................................5
Paradigm change....................................................................................................................................5
Co- creation............................................................................................................................................6
10 design principles................................................................................................................................7
Strong concepts (ideas)..........................................................................................................................7
Guest Experience Model........................................................................................................................8
Imagineering...........................................................................................................................................9
Different arena’s of value creation.......................................................................................................10
1
,Experience Economy
For creating an experience, companies often use the following aspects:
a memorable experience (like a birth, marriage, first child)
a personal experience (like a graduation)
impressive and sensational (creating emotions, because people are more alert with all
senses)
Elements of an experience are:
Excitement
Unique
New
Shared (with family, friends, VIP…)
Feeling or emotion (joy, happiness, sadness, anger...)
Tourist destinations
Tourist destinations can be divided into artificial (man-made, like Disneyland) destinations and
authentic (unique, real, natural, like locals) destinations
Characteristics of an experience
Thematized (low budget, winter wonderland, food, Disney)
Business as stage (more theatre and drama)
Aspire flow-experience (when people feel like time flies)
Involve your guests (interaction with the public)
Appeal all senses (sight, hearing, touch, smell, taste)
Create memories (making experiences unique and memorable)
2
, Pine and Gilmore
Customer involvement emerges in two spheres:
• the level of participation or capability of influence by consumer. (passive or active)
• relationship with experience field (absorption or immersion)
The model is divided into two dimensions – the level of participation of individuals (passive or active)
and the kind of connection that unites people with the event or performance (absorption or
immersion). This results in four different experience realms – entertainment, educational, escapist
and esthetic. These domains represent combination of the two dimensions which form unique
personal experiences.
Educational: participants in an educational experience wants to learn, gain skills and abilities.
Educational experiences demand an active participant who absorbs the experience in order to
gain the desired learning outcome.
Entertainment: participants in an entertainment experience wants to relax, enjoy and have
fun. Entertainment experiences are usually absorbed from a distance while the participant
remains passive and have little impact on the experience itself.
Esthetic: participants in an esthetic experience wants to “just be”, typically in an esthetically
pleasing setting. An esthetic experience is appreciated passively while being immersed in an
environment. Immersive experiences have an ability to surround the participant, as opposed to
absorbing the experience, for instance through a TV or teacher, from a distance.
Escapist: participants in an escapist experience wants to go and do. An escapist experience
has active participants who are immersed in the experience.
if all four domains are combined in an experience= blind spot (perfect experience)
3
