Niche tourism lecture 5a

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The Experience Economy

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Niche tourism lecture 5a

  1. 1. The Experience Economy Presented by Aj Scott Smith Niche Tourism Lecture 5
  2. 2. Housekeeping1. Thanks for the feedback3rd Reaction paper, Find a journal article that interests you and write a one page summary (demonstrate your understanding). The Experience Economy would be great, but you finding an article of interest to you is most important.
  3. 3. Individual Assignment (25% of final grade)You have your choice. Choose either; 1. Assignment 5.5 page 69 of The Experience EconomyOR 2. Assignment 6.9 page 165 of The Experience EconomyOR 3. Airline TrendsPrepare a 350-500 word paper and a 4-5 minPPT presentation outlining your thoughts. Due December 11
  4. 4. Review
  5. 5. William Ury
  6. 6. “The 3rd side helps us go to the balcony” William Ury
  7. 7. http://www.ted.com/talks/william_ury.html
  8. 8. 2 degrees of Separation ?Joseph Pine-Thomas Thijssen-Scott Smith
  9. 9. Chapter 1- IntroductionKey Points:Coffee ProgressionProgression of Economic ValueKotler feels differently…A new generation of the experience economy, co-creation.Meaningful experiences *Tips Read 1.4 and 1.5
  10. 10. http://www.ted.com/talks/lang/eng/joseph_pine_on_what_consumers_want.html Pg2 “Their thesis is as soon as a country reaches a certain level ofaffluence, the attention shifts from goods and services to experiences”.
  11. 11. Chapter 2 Meaningful Experiences• The Ultimate Experience• Motivation (Maslow) pg 25• 5 senses• 6 Characteristics of a meaningful experience *Tip-Read 2.1.4 and 2.2
  12. 12. It’s OK to disagree Asian Paradigm? GenY? PRIDE ? 2 out of 3 And You’re ? motivated ? Sanook Money (FUN)
  13. 13. Engagement Motivation• Making numbers • Good Health• Getting to the Top • Knowing my friends• Famous • Being Loved & Appreciated• Wealthy • Helping others• Powerful • Green Issues• Others want what you’ve got • Safety and Harmony• Others copy you • Time and Money to do what I• People offer you more for doing less enjoy • Not having to worry about Money
  14. 14. Discussion (2 minutes) What is your personaldefinition of „experience‟ ?
  15. 15. Discussion (2 minutes) What are the most significant personal experiences that havedetermined the course of your life?
  16. 16. Discussion (2 minutes) What are the most significant socialexperiences that you will never forget?
  17. 17. Discussion (2 minutes) What are the mostsignificant experiences that you have paid forand will never forget?
  18. 18. Howcan experiences be created and offered to customers (students)?
  19. 19. Chapter 3 Meaningful Experiences in SocietyContext of giving meaning to things Personal, Socio-cultural, PhysicalWatersheds in Human existence pg 39Moens’ Fundamental Developments (Trends)
  20. 20. In your opinion what are the five most important developments currently taking place among young people?
  21. 21. Chapter 4The role of companies in giving meaning
  22. 22. Examples of Eatertainment Eatertainment is the best example of goods/service/entertainment all together. Guests go in typically for dinner and leave with memories and souvenirsrtainment= Dinner show/movie themes/ jungle noises“No, I don’t want to go pay 12 dollars for asmall crappy burger just so I can say I atethere but we can run in and get t-shirts.”– My Brother every time we are on vacation
  23. 23. Experience Economy  Experiences on physical, emotional, intellectual or even spiritual levelsWrap offerings  Experiences won’t be the same for any two peoplewith experiences  Spreads beyond theatres and themefor higher levels parks:  Hard Rock Café, Planet Hollywoodof differentiation  Niketownand profit  Geek Squad“to go beyond the function and compete on the basis of providing experience” - Sir Colin Marshall, Chairman, British Airways
  24. 24. the experience economy The New Paradigm for Brands Prepared by Heather White-Laird Executive Creative Producer, iCrossing
  25. 25. “mass marketing is dead” Alan Lafley, CEO of Proctor and Gamble
  26. 26. advertising canno longer exist by blastingmessages to an audience
  27. 27. prior to the internet it was a people to people world
  28. 28. there were smiling shoe salesmen
  29. 29. now the relationship is digital
  30. 30. there were kindly bank tellers
  31. 31. now it’s all done online
  32. 32. in just the last two years, there has been afundamental shift in how we experience the world
  33. 33. people wantto be partof acommunity& brandsneedto participateinthatconversation
  34. 34. we now live in an where people have shifted frompassive consumption to active participation Joseph Pine and James Gilmore
  35. 35. once our basic needs are met…
  36. 36. We seek an emotional experience we seek an emotional experience
  37. 37. this doesn’t satisfy us anymore
  38. 38. it’s all about the relationship
  39. 39. and instead of this
  40. 40. we seek a financial friend
  41. 41. a brand is not a place, it’s a directionJohn Gerzema, Chief Insights Officer, Young & Rubicam
  42. 42. the new value paradigm is no longer commodities, nor products, nor services, but
  43. 43. for decades the mantrawas always show the product
  44. 44. always show theproduct
  45. 45. or show someone famous with your product
  46. 46. now product takes a back seat to experience
  47. 47. service vs. experience
  48. 48. design has the power to enrich our lives through image form texture color sound smell
  49. 49. As marketers,we must help brands participate in that through design
  50. 50. A business model based on happiness
  51. 51. Do we really need more proof that we live in an experience economy?
  52. 52. Chip Conley told us about the development of his companyJoie de Vivre Hospitality, with which he won the world‟s„Experience Stager of the Year‟ award in 2001. He createsniche boutique hotels dedicated to the adjectives described ina lifestyle representing magazine.Brands are mirrors! the whole corporate culture thathe designs by working with, among others, „work climatesurveys‟ and an „open door policy‟ for which he won the 6th„Best Company to Work for in California‟ award. http://www.jdvhotels.com/ http://www.ted.com/talks/lang/eng/chip_conley_measuring_what_makes_life_w orthwhile.html
  53. 53. Typical Business Cards? No more!
  54. 54. Questions?
  55. 55. A man of 92 years, short, very well- presented, who takes great care in his appearance, is moving into an old people’s home today. His wife of 70 has recently died, and he is obliged to leave his home.After waiting several hours in the retirement home lobby, he gently smiles as he is told that his room is ready.
  56. 56. As he slowly walks to the elevator, using his cane, I describe his small room to him,including the sheet hung at the window which serves as a curtain. "I like it very much", he says, with theenthusiasm of an 8 year old boy who has just been given a new puppy. "Sir, you haven’t even seen the room yet, hang on a moment, we are almost there. "
  57. 57. " That has nothing to do with it ", he replies. " Happiness is something I choose inadvance. Whether or not I like the room does not depend on the furniture, or thedecor – rather it depends on how I decide to see it. "" It is already decided in my mind that I like my room. It is a decision I take every morning when I wake up. "
  58. 58. " I can choose. I can spend my day in bedenumerating all the difficulties that I havewith the parts of my body that no longerwork very well, or I can get up and givethanks to heaven for those parts that are stillin working order. "
  59. 59. " Every day is a gift, and as long as I can open my eyes, I will focus on the new day,and all the happy memories that I have built up during my life. " " Old age is like a bank account. You withdraw in later life what you have deposited along the way. "
  60. 60. So, my advice to you is to deposit all thehappiness you can in your bank account of memories. Thank you for your part in filling myaccount with happy memories, which I am still continuing to fill…
  61. 61. Remember these simple guidelines for happiness. 1. Free your heart from hate. 2. Free your mind from worry. 3. Live simple. 4. Give more. 5. Expect less.
  62. 62. Jorge ColomboNiche Tourism 101
  63. 63. SPECIAL INTEREST TOURISM
  64. 64. Tourism Activities Mass NicheTourism Tourism
  65. 65. • Mass Tourism: Conventional tourism involving large numbers of tourists in staged settings• Niche Tourism: Special Interests, culture, and/or activity-based tourism involving a small number of tourists in authentic settings
  66. 66. Cultural• Heritage• Tribal• Religious• Educational• Genealogy• Research
  67. 67. Environmental• Nature and wildlife• Ecotourism• Adventure• Coastal
  68. 68. Rural• Farms• Camping• Wine• Sport• Festivals and events
  69. 69. Urban• Business• Conference• Exhibition• Sport• Gallery• Art
  70. 70. Others• Photographic• Small Cruise• Volunteer• Youth• Transport
  71. 71. NIGHT VIEW OF BANGKOK
  72. 72. Principles of Ecotourism:• Minimize impact.• Build environmental and cultural awareness and respect.• Provide positive experiences for both visitors and hosts.• Provide direct financial benefits for conservation. Provide financial benefits and empowerment for local people.• Raise sensitivity to host countries political, environmental, and social climate.
  73. 73. Responsible Travel Myths I have to sacrifice quality and luxury of accommodations. Its expensive! Its too difficult to be a responsible traveler. It means traveling to tropical jungles. Its for backpackers.
  74. 74. Extreme Tourism• Extreme tourism or impact tourism is including a kind niche tourism clearance to the dangerous places (mountains, jungle, deserts, caves, etc.) or participation with into dangerous cases.
  75. 75. Patagonian Desert
  76. 76. Canoe on the Amazon River
  77. 77. Rock Climbing in Pakistan
  78. 78. Fashion Tourism• Paris• Milan• New York• Tokyo• Shanghai• Sydney
  79. 79. Champs Elysees, Paris
  80. 80. Milan Luxury Shopping Arcade, Italy
  81. 81. ARCHITECHURE• Chicago
  82. 82. Ginza, Tokyo

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