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.
How to use Customer Journey Mapping to Optimize BrandTouchpoints as an Destination Management Organisation.               ...
Salzburger Almenweg  Facts and Figures     350 km, 120 alps, 31 Etappen     long distance trail, loop trail     market ...
SALZBURGERLAND.COM
Enzian-ThemeSALZBURGERLAND.COM
Orientation , Give Aways, …SALZBURGERLAND.COM
Specials f.e. „Großarltaler Almgeheimnisse“ theme: „culinary experiences Großarltal“  (Villages: Großarl, Hüttschlag) Co...
Branding by Experiences   • DESTINATIONS- UND PRODUKTENTWICKLUNG IM TOURISMUS   • INFRASTRUKTUR                       I   ...
SALZBURGER ALMENWEG1.STEP: Definition of Visitors•Most Important•Important in the future (3-5 years)•Most FavoriteTOOL: Pe...
Quelle: tourismusdesign  SALZBURGERLAND.COM
SALZBURGER ALMENWEG1.STEP: Definition of Visitors•most Important today•important in the future (3-5 years)•most favoriteSA...
SALZBURGER ALMENWEG2. STEP: develop meaningful strategy                     EXPERIENCE PYRAMIDE …                         ...
SALZBURGER ALMENWEG2. STEP: develop meaningful strategyTOOL: Experience-PyramideSALZBURGERLAND.COM
SALZBURGER ALMENWEG2. STEP: develop meaningful strategyTOOL: Experience-PyramideSALZBURGERLAND.COM
SALZBURGER ALMENWEG3. STEP: Develop TacticsTOOL: Customer Journey Mapping / Stages of a Travel        Before Travel.      ...
SALZBURGER ALMENWEG3. STEP: Develop TacticsTOOL: Customer Journey Mapping / Stages of a Travel        Before Travel.      ...
SALZBURGER ALMENWEG3. STEP: Develop TacticsTOOL: Customer Journey Mapping / Stages of a Travel        Before Travel.      ...
SALZBURGER ALMENWEG3. STEP: Develop TacticsTOOL: Customer Journey Mapping / Stages of a Travel          CHANNELS DURING TR...
SALZBURGER ALMENWEG3. STEP: Develop TacticsINSTRUMENT: Customer Journey Mapping / Stages of a Travel        STAGES OF A TR...
SALZBURGER ALMENWEG4. STEP: Preparation of RealisationTool: ActionplanSource: tourismusdesign  SALZBURGERLAND.COM
arrive & orientateSALZBURGERLAND.COM
arrive & orientate                     Source: Apple iPhone 4S TV Spot, http://www.youtube.com/watch?v=-UpmQN55q2gSALZBURG...
arrive & orientate                     Crumbled City Maps                     Source: http://www.palomarweb.com/web/tienda...
explore                Hiking Trail Art + QR-Codes, Montafon                         Source: http://www.golm.at/inhalt/at/...
explore                         Segway Mountain Cart                     Source: http://www.segway-flachau.at/de/bilder/SA...
explore                     Faxi, Wien, Hamburg                     Source: tourismusdesignSALZBURGERLAND.COM
explore                     Selber Service Box, Vienna, Austria                     Source: tourismusdesignSALZBURGERLAND....
explore  SALZBURGERLAND.COMArchitects: Loenhart & Mayr
explore SALZBURGERLAND.COM   Quelle: http://www.nasjonaleturistveger.no/en/helgelandskysten/hellaaga
relax                     Source: wohothek, http://wohnothek.at/SALZBURGERLAND.COM
relax                                                              Holzbox                     photocredits: proholz.at, p...
relax                                                                         Baum-Hotel                     Source : http...
relax                     Etzlihütte, 2.050 m, Schweiz                      Source: Badebotti: http://badebotti.ch/bilder/...
relax Rasten                                                                          Scenic Roads                        ...
BRANDING BY EXPERIENCE DESIGN IN 4 STEPSBest Practice „Salzburger Almenweg“                       Auf Wiedersehen!SALZBURG...
Upcoming SlideShare
Loading in …5
×

Salzburger Almenweg. The Perfect Day. Improving Hiking Experiences with Service Design Tools

1,945 views

Published on

How to use Customer Journey Mapping to Optimize Brand Touchpoints as an Destination Management Organisation.

Published in: Travel, Business
  • Be the first to comment

Salzburger Almenweg. The Perfect Day. Improving Hiking Experiences with Service Design Tools

  1. 1. How to use Customer Journey Mapping to Optimize BrandTouchpoints as an Destination Management Organisation. Salzburger Almenweg. The Perfect Day. SALZBURGERLAND.COM
  2. 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 ofSALZBURGERLAND.COM
  3. 3. SALZBURGERLAND.COM
  4. 4. Enzian-ThemeSALZBURGERLAND.COM
  5. 5. Orientation , Give Aways, …SALZBURGERLAND.COM
  6. 6. Specials f.e. „Großarltaler Almgeheimnisse“ theme: „culinary experiences Großarltal“ (Villages: Großarl, Hüttschlag) Collect recipies at 14 alpine huts at routes Nr. 14 – 17SALZBURGERLAND.COM
  7. 7. Branding by Experiences • DESTINATIONS- UND PRODUKTENTWICKLUNG IM TOURISMUS • INFRASTRUKTUR I SERVICE I MARKE I ERLEBNISSource: LEO LAPLAND - Handbook for Experience Stagershttp://www.leofinland.fi/index.php?name=Content&nodeIDX=3838SALZBURGERLAND.COM
  8. 8. SALZBURGER ALMENWEG1.STEP: Definition of Visitors•Most Important•Important in the future (3-5 years)•Most FavoriteTOOL: Persona MethodeSALZBURGERLAND.COM
  9. 9. Quelle: tourismusdesign SALZBURGERLAND.COM
  10. 10. SALZBURGER ALMENWEG1.STEP: Definition of Visitors•most Important today•important in the future (3-5 years)•most favoriteSALZBURGERLAND.COM
  11. 11. SALZBURGER ALMENWEG2. STEP: develop meaningful strategy EXPERIENCE PYRAMIDE … Source: LEO LAPLAND, Handbook for Experience Stagers, http://www.leofinland.fi/index.php?name=Content&nodeIDX=3838SALZBURGERLAND.COM
  12. 12. SALZBURGER ALMENWEG2. STEP: develop meaningful strategyTOOL: Experience-PyramideSALZBURGERLAND.COM
  13. 13. SALZBURGER ALMENWEG2. STEP: develop meaningful strategyTOOL: Experience-PyramideSALZBURGERLAND.COM
  14. 14. SALZBURGER ALMENWEG3. STEP: Develop TacticsTOOL: Customer Journey Mapping / Stages of a Travel Before Travel. During Travel. After Travel. • DREHBUCH 2. SCHRITT: • INSTRUMENT: SALZBURGERLAND.COMQuelle: Service Design. Intensiv. März 2010, Birgit MagerQuelle: tourismusdesign
  15. 15. SALZBURGER ALMENWEG3. STEP: Develop TacticsTOOL: Customer Journey Mapping / Stages of a Travel Before Travel. During Travel. After Travel. • DREHBUCH 2. SCHRITT: • INSTRUMENT: SALZBURGERLAND.COMQuelle: Service Design. Intensiv. März 2010, Birgit Mager
  16. 16. SALZBURGER ALMENWEG3. STEP: Develop TacticsTOOL: 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.COMQuelle: Service Design. Intensiv. März 2010, Birgit Mager
  17. 17. SALZBURGER ALMENWEG3. STEP: Develop TacticsTOOL: Customer Journey Mapping / Stages of a Travel CHANNELS DURING TRAVEL Before After Stories Landscapes AttractionsSource: tourismusdesign SALZBURGERLAND.COM
  18. 18. SALZBURGER ALMENWEG3. STEP: Develop TacticsINSTRUMENT: Customer Journey Mapping / Stages of a Travel STAGES OF A TRAVELCHANNEL arrive I explore I relax I taste I meet I connect SALZBURGERLAND.COMSource: tourismusdesign
  19. 19. SALZBURGER ALMENWEG4. STEP: Preparation of RealisationTool: ActionplanSource: tourismusdesign SALZBURGERLAND.COM
  20. 20. arrive & orientateSALZBURGERLAND.COM
  21. 21. arrive & orientate Source: Apple iPhone 4S TV Spot, http://www.youtube.com/watch?v=-UpmQN55q2gSALZBURGERLAND.COM
  22. 22. arrive & orientate Crumbled City Maps Source: http://www.palomarweb.com/web/tienda/products/view/5SALZBURGERLAND.COM
  23. 23. explore Hiking Trail Art + QR-Codes, Montafon Source: http://www.golm.at/inhalt/at/s/6360.htmSALZBURGERLAND.COM
  24. 24. explore Segway Mountain Cart Source: http://www.segway-flachau.at/de/bilder/SALZBURGERLAND.COM
  25. 25. explore Faxi, Wien, Hamburg Source: tourismusdesignSALZBURGERLAND.COM
  26. 26. explore Selber Service Box, Vienna, Austria Source: tourismusdesignSALZBURGERLAND.COM
  27. 27. explore SALZBURGERLAND.COMArchitects: Loenhart & Mayr
  28. 28. explore SALZBURGERLAND.COM Quelle: http://www.nasjonaleturistveger.no/en/helgelandskysten/hellaaga
  29. 29. relax Source: wohothek, http://wohnothek.at/SALZBURGERLAND.COM
  30. 30. relax Holzbox photocredits: proholz.at, photo composition: tourismusdesignSALZBURGERLAND.COM Architect: HOLZBOX ZT GMBH
  31. 31. relax Baum-Hotel Source : http://www.spiegel.de/fotostrecke/fotostrecke-59042-3.htmlSALZBURGERLAND.COM
  32. 32. relax Etzlihütte, 2.050 m, Schweiz Source: Badebotti: http://badebotti.ch/bilder/SALZBURGERLAND.COM
  33. 33. relax Rasten Scenic Roads Norway Baum-Hotel Quelle: http://www.spiegel.de/fotostrecke/fotostrecke-59042-3.html SALZBURGERLAND.COM
  34. 34. BRANDING BY EXPERIENCE DESIGN IN 4 STEPSBest Practice „Salzburger Almenweg“ Auf Wiedersehen!SALZBURGERLAND.COM

×