Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

THE CULTURAL TOURIST'S EXPERIENCE; DEVELOPING CULTURAL TOURISM PRODUCTS; MANAGEMENT AND IMPLICATIONS (Lidia Andrades)

1,161 views

Published on

i) Understanding tourists' longings and tourists’ expectations
ii) Cultural tourism experiences at destinations
iii) Key success factor when designing tourism products

Published in: Business
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

THE CULTURAL TOURIST'S EXPERIENCE; DEVELOPING CULTURAL TOURISM PRODUCTS; MANAGEMENT AND IMPLICATIONS (Lidia Andrades)

  1. 1. Lidia ANDRADES, University of Extremadura THE CULTURAL TOURIST'S EXPERIENCE; DEVELOPING CULTURAL TOURISM PRODUCTS; MANAGEMENT AND IMPLICATIONS 13rd July 2016, Cáceres - International Summer School Panel 1: Creativity and Innovation for Cultural and Tourism Management in European Routes and Heritage Sites
  2. 2. Lidia ANDRADES, University of Extremadura THINKING ABOUT…. Understanding tourists' longings and tourists’ expectations Cultural tourism experiences at destinations Key success factor when designing tourism products
  3. 3. Lidia ANDRADES, University of Extremadura DESIGNING AND PROVIDING EXPERIENCES The “cultural tourist experience” involves participation in touristic activities within culturally important spaces at destinations, the meaning of these interactions, and the thoughts and feelings the interactions arouse for tourists (Rhoden, 2010)
  4. 4. Lidia ANDRADES, University of Extremadura DESIGNING AND PROVIDING PEAK EXPERIENCES Who are our customers? What excite/motivate them? What attributes of the service they look for? What is important for them?
  5. 5. Lidia ANDRADES, University of Extremadura Tourists … § Demographic profile § Nationality § Residence area § Sex, Age, Family § Social class § Profession § Incomes § Qualification § Religion Companies / Organizations: §  Geographic location §  Company size §  Number of offices §  Number of employees §  Sector §  Main providers and customers Seasonality and tourist flows management
  6. 6. Lidia ANDRADES, University of Extremadura Who/where is my target market? Tourists’ psychographic profile: What tourists think of feel; lifestyles, motivations… Mood of the World; Life & leisure; Personal Values; Power Brand fundamentals; Social networks and influence; Shopping behaviour and decisions; Beverages; Youth issues; Media and advertising; Technology; Beauty; Automotive
  7. 7. Lidia ANDRADES, University of Extremadura TOURIST ROLES WITHIN THE CONCEPTUAL CONTINUUM OF THE TOURIST EXPERIENCE
  8. 8. Lidia ANDRADES, University of Extremadura Who are my potential customers? Behavioural profile (Eurostyles, GFK):
  9. 9. Lidia ANDRADES, University of Extremadura
  10. 10. Lidia ANDRADES, University of Extremadura
  11. 11. Lidia ANDRADES, University of Extremadura MARKET SEGMENTS ACCORDING TO THE EXPERIENCES THAT TOURISTS ARE SEEKING FOR (Gnoth, J., 2012) Fig.1 Experience Segments Consciousness Activity Existential Authenticity Role-Authenticity ExplorationRecreation B E I N G B E C O M I N G
  12. 12. Lidia ANDRADES, University of Extremadura DESIGNING AND PROVIDING EXPERIENCES What is a memorable experience? §  Anticipation §  Pre-purchase / planning §  Experience at the destination §  Post-purchase Value Co-creation: §  Producers & tourist cooperate to co-create experiences Who? Why? How? When? How is the acquisition process? How is the consumption process? What tells about the destination after the visit? Where? To whom? Tourists
  13. 13. Lidia ANDRADES, University of Extremadura DESIGNING AND PROVIDING EXPERIENCES Ingredients?
  14. 14. Lidia ANDRADES, University of Extremadura Cultural tourism (Rhoden et al, 2015): Need for understanding the nature, both tangible and intangible, of the cultural tourism product
  15. 15. Lidia ANDRADES, University of Extremadura Cultural tourism, categories (Smith, 2009) Heritage tourism: castles; palaces; country houses; archaeological sites; monuments; architecture; museums; religious sites. Urban cultural tourism: historic cities; regenerated industrial cities; waterfront developments; arts and heritage attractions; shopping; nightlife. Rural cultural tourism: village tourism; agro or farm tourism; eco museums; cultural landscapes; national parks; wine trails. Indigenous cultural tourism: hill tribe; desert; jungle rainforest or mountain trekking; tribal villages; visits to cultural centres; arts and crafts; cultural performances; festivals.
  16. 16. Lidia ANDRADES, University of Extremadura Cultural tourism, categories (Smith, 2009) Arts tourism: theatre; concerts; galleries; festivals, carnivals and events; literary sites. Creative tourism: photography; painting; pottery; dance; cookery; crafts; creative industries. Experiential cultural tourism: theme parks; themed restaurants; shopping malls; pop concerts; sporting event; film and TV location; celebrity-endorsed products.
  17. 17. Lidia ANDRADES, University of Extremadura CREATIVITY AND DESIGN Designing tourism products
  18. 18. Lidia ANDRADES, University of Extremadura
  19. 19. Lidia ANDRADES, University of Extremadura
  20. 20. THE STARTING POINT… ü  Tourism services and products that people would like to acquire / enjoy and pay for… ü  Available resources ü  What is unique? Why? ü  To turn resources into products
  21. 21. THE STARTING POINT… ü  Main challenges: Cultural tourism supply: ü  In your understanding, what is missing at the destination? ü  Envisioning a differentiated & an appealing supply ü  Strategic Marketing Plan: ü  what is it about?
  22. 22. THE STARTING POINT… Designing interactions: ü  Between tourists at the destination ü  Between tourists and tourism service providers ü  Between tourists and the destination: the atmosphere…. Dinamizing the destination Gammification in tourism
  23. 23. Lidia ANDRADES, University of Extremadura Ideas screening: The process: 1. Describe the product, the target market, the main competitors 2. Forecast the size of the target market, the price of our product, developing costs and time to the market, production costs and margins First: generating the maximum number of ideas Second: filter the best ones. Developing cultural tourism products: stages
  24. 24. Lidia ANDRADES, University of Extremadura Premises: 2 4 Optimizing the tourists’ experience Differentiation from our competitors Economic sustainability Social Sustainability Environmental sustainability Developing cultural tourism products: stages
  25. 25. Lidia ANDRADES, University of Extremadura TOURISTS’ INVOLVEMENT DETERMINANTS •  To participate and co-create their experience •  To recommend •  To re-visit the destination •  Social bonds
  26. 26. Lidia ANDRADES, University of Extremadura FLOW: THE PSYCHOLOGY OF OPTIMAL EXPERIENCE Mihaly Csikszentmihalyi University of Chicago Positive phycology He is noted for his work in the study of happiness and creativity, and best known as the architect of the notion of flow
  27. 27. Lidia ANDRADES, University of Extremadura FLOW: THE PSYCHOLOGY OF OPTIMAL EXPERIENCE
  28. 28. Conclusions

×