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richard adam - destination development: 3 dimensions of visitor experience with a focus on digital - 08/2019

Destination Development: 3 Dimensions of Visitor Experience in Destination Development with a Focus on Digital From the development of tourism destinations, leisure venues, hospitality, commercial real estate to viable customer experience, retention and advocacy. Touchpoint and Painpoint Analysis along the Visitor Journey Munich, July 2019

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DIMENSIONS OF
„DESTINATION
INFRASTRUCTURE“
WITH A FOCUS ON “DIGITAL”
RICHARD ADAM - MUNICH -
2019 - CONTACT:
HTTPS://WWW.LINKEDIN.COM/IN
/CEOTOURISMDEVELOPMENTB2B
/
DIMENSIONS OF „DESTINATION
INFRASTRUCTURE“
WITH A FOCUS ON “DIGITAL”
1. Dimensions
2. End-to-end customer journey and visitor experience
3. Challenges
4. Solution approach
5. Outlook
RICHARD ADAM - MUNICH -
2019 - CONTACT:
HTTPS://WWW.LINKEDIN.COM
/IN/CEOTOURISMDEVELOPME
1. Dimensions of „Destination Infrastructure“
• Physical: traffic, housing, things to do
• Social: Service, attitude, professionalism
• Digital: orientation, engagement, retention
Enhance customer/visitor experience for “digital natives” by means of
integrated structures (“Seamless connectivity”)
Collect data for analysis (utilisation patterns, forecasts, cash flow,
retargeting)
Improve commercial status through upselling and repeat business
RICHARD ADAM - MUNICH -
2019 - CONTACT:
HTTPS://WWW.LINKEDIN.COM
/IN/CEOTOURISMDEVELOPME
2. End-to-end customer journey and visitor experience
• Physical: arrival, stay, departure  defines masterplanning
• Social: pre-arrival (e.g. phone contact), arrival, stay, departure,
maybe post-departure  determines competencies, hiring and
training needs
• Digital:
RICHARD ADAM - MUNICH -
2019 - CONTACT:
HTTPS://WWW.LINKEDIN.COM
/IN/CEOTOURISMDEVELOPME
2. End-to-end customer journey and visitor experience
RICHARD ADAM - MUNICH -
2019 - CONTACT:
HTTPS://WWW.LINKEDIN.COM
/IN/CEOTOURISMDEVELOPME
2. End-to-end customer journey and visitor experience
RICHARD ADAM - MUNICH -
2019 - CONTACT:
HTTPS://WWW.LINKEDIN.COM
/IN/CEOTOURISMDEVELOPME

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richard adam - destination development: 3 dimensions of visitor experience with a focus on digital - 08/2019

  • 1. DIMENSIONS OF „DESTINATION INFRASTRUCTURE“ WITH A FOCUS ON “DIGITAL” RICHARD ADAM - MUNICH - 2019 - CONTACT: HTTPS://WWW.LINKEDIN.COM/IN /CEOTOURISMDEVELOPMENTB2B /
  • 2. DIMENSIONS OF „DESTINATION INFRASTRUCTURE“ WITH A FOCUS ON “DIGITAL” 1. Dimensions 2. End-to-end customer journey and visitor experience 3. Challenges 4. Solution approach 5. Outlook RICHARD ADAM - MUNICH - 2019 - CONTACT: HTTPS://WWW.LINKEDIN.COM /IN/CEOTOURISMDEVELOPME
  • 3. 1. Dimensions of „Destination Infrastructure“ • Physical: traffic, housing, things to do • Social: Service, attitude, professionalism • Digital: orientation, engagement, retention Enhance customer/visitor experience for “digital natives” by means of integrated structures (“Seamless connectivity”) Collect data for analysis (utilisation patterns, forecasts, cash flow, retargeting) Improve commercial status through upselling and repeat business RICHARD ADAM - MUNICH - 2019 - CONTACT: HTTPS://WWW.LINKEDIN.COM /IN/CEOTOURISMDEVELOPME
  • 4. 2. End-to-end customer journey and visitor experience • Physical: arrival, stay, departure  defines masterplanning • Social: pre-arrival (e.g. phone contact), arrival, stay, departure, maybe post-departure  determines competencies, hiring and training needs • Digital: RICHARD ADAM - MUNICH - 2019 - CONTACT: HTTPS://WWW.LINKEDIN.COM /IN/CEOTOURISMDEVELOPME
  • 5. 2. End-to-end customer journey and visitor experience RICHARD ADAM - MUNICH - 2019 - CONTACT: HTTPS://WWW.LINKEDIN.COM /IN/CEOTOURISMDEVELOPME
  • 6. 2. End-to-end customer journey and visitor experience RICHARD ADAM - MUNICH - 2019 - CONTACT: HTTPS://WWW.LINKEDIN.COM /IN/CEOTOURISMDEVELOPME
  • 7. 3. Challenges • Fast paced environment of developments (Comm., Interaction, Wearables, VR/AR, IoT etc.) • Complex hierarchy of “third party” platforms • Demanding coordination and integration process within the destination among stake-holders RICHARD ADAM - MUNICH - 2019 - CONTACT: HTTPS://WWW.LINKEDIN.COM /IN/CEOTOURISMDEVELOPME
  • 8. 4. Solution Approach RICHARD ADAM - MUNICH - 2019 - CONTACT: HTTPS://WWW.LINKEDIN.COM/IN/CEOTOURISMDEVELOPMENTB2B/ Touch-point and pain-point inventory along visitor journey road map Organic and emerging development patterns Make or buy decisions, manage content or supply content Remember: “There is no longer a digital strategy, only strategies in a digital world!” (unknown)
  • 9. 4. Solution approach RICHARD ADAM - MUNICH - 2019 - CONTACT: HTTPS://WWW.LINKEDIN.COM /IN/CEOTOURISMDEVELOPME
  • 10. 4. Outlook RICHARD ADAM - MUNICH - 2019 - CONTACT: HTTPS://WWW.LINKEDIN.COM/IN/CEOTOURISMDEVELOPMENTB2B/ Introduction to the mapping methodology Introduction to the “Persona” concept Practical Exercises on different destination environments (e. g. MTB, skiing, SVF patterns) “The next horizon will be deep integration of the physical and interactive worlds. The future of online is offline.” Cyriac Roeding
  • 11. CONTACT: RICHARD ADAM - MUNICH - 2019 - CONTACT: HTTPS://WWW.LINKEDIN.COM/IN/CEOTOURISMDEVELOPMENTB2B/ Richard Adam • contact@trendtransfer.asia • www.trendtransfer.asia Stay tuned on LinkedIn: • https://www.linkedin.com/in/ceotourismdevelopmentb2b/