Salzburger Almenweg. The Perfect Day. Improving Hiking Experiences with Service Design Tools
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How to use Customer Journey Mapping to Optimize Brand Touchpoints as an Destination Management Organisation.
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Salzburger Almenweg. The Perfect Day. Improving Hiking Experiences with Service Design Tools
- 1. How to use Customer Journey Mapping to Optimize Brand Touchpoints as an Destination Management Organisation. Salzburger Almenweg. The Perfect Day. SALZBURGERLAND.COM
- 2. Salzburger Almenweg Facts and Figures 350 km, 120 alps, 31 Etappen long distance trail, loop trail market launch: 2006, ITB Berlin connects 25 Pongauer regions Theme: „Von Alm zu Alm dem Enzian auf der Spur Regional staging of SALZBURGERLAND.COM
- 5. Orientation , Give Aways, … SALZBURGERLAND.COM
- 6. Specials f.e. „Großarltaler Almgeheimnisse“ theme: „culinary experiences Großarltal“ (Villages: Großarl, Hüttschlag) Collect recipies at 14 alpine huts at routes Nr. 14 – 17 SALZBURGERLAND.COM
- 7. Branding by Experiences • DESTINATIONS- UND PRODUKTENTWICKLUNG IM TOURISMUS • INFRASTRUKTUR I SERVICE I MARKE I ERLEBNIS Source: LEO LAPLAND - Handbook for Experience Stagers http://www.leofinland.fi/index.php?name=Content&nodeIDX=3838 SALZBURGERLAND.COM
- 8. SALZBURGER ALMENWEG 1.STEP: Definition of Visitors •Most Important •Important in the future (3-5 years) •Most Favorite TOOL: Persona Methode SALZBURGERLAND.COM
- 9. Quelle: tourismusdesign SALZBURGERLAND.COM
- 10. SALZBURGER ALMENWEG 1.STEP: Definition of Visitors •most Important today •important in the future (3-5 years) •most favorite SALZBURGERLAND.COM
- 11. SALZBURGER ALMENWEG 2. STEP: develop meaningful strategy EXPERIENCE PYRAMIDE … Source: LEO LAPLAND, Handbook for Experience Stagers, http://www.leofinland.fi/index.php?name=Content&nodeIDX=3838 SALZBURGERLAND.COM
- 12. SALZBURGER ALMENWEG 2. STEP: develop meaningful strategy TOOL: Experience-Pyramide SALZBURGERLAND.COM
- 13. SALZBURGER ALMENWEG 2. STEP: develop meaningful strategy TOOL: Experience-Pyramide SALZBURGERLAND.COM
- 14. SALZBURGER ALMENWEG 3. STEP: Develop Tactics TOOL: Customer Journey Mapping / Stages of a Travel Before Travel. During Travel. After Travel. • DREHBUCH 2. SCHRITT: • INSTRUMENT: SALZBURGERLAND.COM Quelle: Service Design. Intensiv. März 2010, Birgit Mager Quelle: tourismusdesign
- 15. SALZBURGER ALMENWEG 3. STEP: Develop Tactics TOOL: Customer Journey Mapping / Stages of a Travel Before Travel. During Travel. After Travel. • DREHBUCH 2. SCHRITT: • INSTRUMENT: SALZBURGERLAND.COM Quelle: Service Design. Intensiv. März 2010, Birgit Mager
- 16. SALZBURGER ALMENWEG 3. STEP: Develop Tactics TOOL: Customer Journey Mapping / Stages of a Travel Before Travel. During Travel. After Travel. STAGES OF A TRAVEL arrive I explore I relax I taste I meet I connect • DREHBUCH 2. SCHRITT: • INSTRUMENT: SALZBURGERLAND.COM Quelle: Service Design. Intensiv. März 2010, Birgit Mager
- 17. SALZBURGER ALMENWEG 3. STEP: Develop Tactics TOOL: Customer Journey Mapping / Stages of a Travel CHANNELS DURING TRAVEL Before After Stories Landscapes Attractions Source: tourismusdesign SALZBURGERLAND.COM
- 18. SALZBURGER ALMENWEG 3. STEP: Develop Tactics INSTRUMENT: Customer Journey Mapping / Stages of a Travel STAGES OF A TRAVEL CHANNEL arrive I explore I relax I taste I meet I connect SALZBURGERLAND.COM Source: tourismusdesign
- 19. SALZBURGER ALMENWEG 4. STEP: Preparation of Realisation Tool: Actionplan Source: tourismusdesign SALZBURGERLAND.COM
- 21. arrive & orientate Source: Apple iPhone 4S TV Spot, http://www.youtube.com/watch?v=-UpmQN55q2g SALZBURGERLAND.COM
- 22. arrive & orientate Crumbled City Maps Source: http://www.palomarweb.com/web/tienda/products/view/5 SALZBURGERLAND.COM
- 23. explore Hiking Trail Art + QR-Codes, Montafon Source: http://www.golm.at/inhalt/at/s/6360.htm SALZBURGERLAND.COM
- 24. explore Segway Mountain Cart Source: http://www.segway-flachau.at/de/bilder/ SALZBURGERLAND.COM
- 25. explore Faxi, Wien, Hamburg Source: tourismusdesign SALZBURGERLAND.COM
- 26. explore Selber Service Box, Vienna, Austria Source: tourismusdesign SALZBURGERLAND.COM
- 27. explore SALZBURGERLAND.COM Architects: Loenhart & Mayr
- 28. explore SALZBURGERLAND.COM Quelle: http://www.nasjonaleturistveger.no/en/helgelandskysten/hellaaga
- 29. relax Source: wohothek, http://wohnothek.at/ SALZBURGERLAND.COM
- 30. relax Holzbox photocredits: proholz.at, photo composition: tourismusdesign SALZBURGERLAND.COM Architect: HOLZBOX ZT GMBH
- 31. relax Baum-Hotel Source : http://www.spiegel.de/fotostrecke/fotostrecke-59042-3.html SALZBURGERLAND.COM
- 32. relax Etzlihütte, 2.050 m, Schweiz Source: Badebotti: http://badebotti.ch/bilder/ SALZBURGERLAND.COM
- 33. relax Rasten Scenic Roads Norway Baum-Hotel Quelle: http://www.spiegel.de/fotostrecke/fotostrecke-59042-3.html SALZBURGERLAND.COM
- 34. BRANDING BY EXPERIENCE DESIGN IN 4 STEPS Best Practice „Salzburger Almenweg“ Auf Wiedersehen! SALZBURGERLAND.COM
Editor's Notes
- Wenn Sie bei diesem Foto Sehnsucht bekommen, in diese Landschaft hinauszugehen, und interessante und wohltuende Erfahrungen zu machen, dann sind Sie schon einen Schritt mit mir gemeinsam gegangen. Wenn Sie bei „Zimmer belegt“ an regionale Wertschöpfung denken, liegen die Erwartungen der Gäste und Ziele der Tourismusregionen schon klar auf der Hand.