This document provides an overview of tourism and experiential travel. It defines key tourism terms like tourists, tourist guides, and tours. It also discusses different frameworks for understanding the tourism industry, including the experiential economy and explorer quotient (EQ) market segmentation tool. The document then outlines a 12 step process for crafting memorable tourist experiences that involve knowing the community/region, choosing a theme, planning immersive activities, and delivering and evaluating the experience. It emphasizes the importance of storytelling, personalization, and attention to detail in developing exceptional tours that leave lasting impressions on travelers.
This document discusses the growing trend of voluntourism, where travelers volunteer on community projects while on vacation. It provides statistics showing a 79% interest in voluntourism and significant growth in voluntourism companies from 2000 to 2008. Common motivations for voluntourists include making a difference, experiencing new cultures, and career development. The top volunteer destinations are also listed.
The Seven Wonders of Oregon campaign was designed by Travel Oregon and the agency Wieden+Kennedy to inspire exploration of Oregon's iconic sites and boost the state's economy. The campaign highlighted seven natural wonders of Oregon using quirky graphics and photography to appeal to adventure-seeking travelers. It was highly successful, generating a major increase in tourism and economic impact for Oregon through paid, owned and earned media promoting the wonders.
This document describes a mobile app called Roadie that helps users plan road trips and find nearby attractions. It discusses researching tourism trends that found most road trips are for leisure and users want an easy way to discover new places. User research found people struggle to find things to do and make decisions while traveling. The document then outlines the app's features like recommending routes and attractions near the route. It presents personas, competitors, prototypes, and user testing which provided insights to refine the design. The goal is to create an MVP that helps users explore attractions near their route to experience more on road trips.
This document defines the role of a tour guide and discusses the ideal qualities and responsibilities. It outlines different types of tour guides such as historical, culinary, and naturalist guides. The primary roles of a tour guide are listed as leader, educator, public relations, and host. Key qualities include enthusiasm, knowledge, communication skills, and flexibility. Potential negatives of being a tour guide include responsibilities beyond tasks and dealing with difficult guests or comments. The conclusion expresses thanks to contributors.
The OSD deck presents the problem we aim to solve, the manner in which we intend to do so, and the overall thesis of change we propose for pushing the Travel & TOurism industry, one of the world's most dominant economic forces, into a position of sustainability and net-positive social impact.
Hyakusenrenma _ Stay Japan _ Digital Marketing Proposal _ Perry CaoPerry Cao
The proposal has been made based on the overall brief of the company Hyakusenrenma. The brief is about how to increase the traffic to website and increase revenue' / online orders via website. The company provide no information / no data to analyse (requested, no provision). The request is only about the ideas. The proposal is made based on the assumption.
A study on branding and positioning of adventure tourism industry in india; w...Souvik Raha
This document summarizes a study on branding and positioning of adventure tourism in India, with a focus on West Bengal. It was authored by three professors - Dr. Dev Malya Dutta, Dr. Anindya Dutta, and Subhajit Bhattacharya. The study aims to examine adventure tourism destination branding in India and West Bengal's position in the global tourism market. It also seeks to identify how strategic branding and differentiated marketing can promote sustainable adventure tourism in these regions. The paper is based on case studies and a review of national and international tourism literature. It discusses topics like changing tourist preferences, successful branding cases, India's ranking in adventure tourism development, and examples of initiatives taken in Indian states to boost adventure tourism
WANT Expeditions is a leading provider of small group, conservation-focused expeditions worldwide. It connects travelers with experts to experience natural phenomena through authentic experiences off the beaten path. WANT aims to promote responsible tourism, sustainability, and create the most in-depth wildlife encounters led by experienced guides across 62 destinations. Founder Jessica Pociask established WANT to fulfill a need for culturally immersive and conservation-minded travel beyond guidebooks.
This document discusses the growing trend of voluntourism, where travelers volunteer on community projects while on vacation. It provides statistics showing a 79% interest in voluntourism and significant growth in voluntourism companies from 2000 to 2008. Common motivations for voluntourists include making a difference, experiencing new cultures, and career development. The top volunteer destinations are also listed.
The Seven Wonders of Oregon campaign was designed by Travel Oregon and the agency Wieden+Kennedy to inspire exploration of Oregon's iconic sites and boost the state's economy. The campaign highlighted seven natural wonders of Oregon using quirky graphics and photography to appeal to adventure-seeking travelers. It was highly successful, generating a major increase in tourism and economic impact for Oregon through paid, owned and earned media promoting the wonders.
This document describes a mobile app called Roadie that helps users plan road trips and find nearby attractions. It discusses researching tourism trends that found most road trips are for leisure and users want an easy way to discover new places. User research found people struggle to find things to do and make decisions while traveling. The document then outlines the app's features like recommending routes and attractions near the route. It presents personas, competitors, prototypes, and user testing which provided insights to refine the design. The goal is to create an MVP that helps users explore attractions near their route to experience more on road trips.
This document defines the role of a tour guide and discusses the ideal qualities and responsibilities. It outlines different types of tour guides such as historical, culinary, and naturalist guides. The primary roles of a tour guide are listed as leader, educator, public relations, and host. Key qualities include enthusiasm, knowledge, communication skills, and flexibility. Potential negatives of being a tour guide include responsibilities beyond tasks and dealing with difficult guests or comments. The conclusion expresses thanks to contributors.
The OSD deck presents the problem we aim to solve, the manner in which we intend to do so, and the overall thesis of change we propose for pushing the Travel & TOurism industry, one of the world's most dominant economic forces, into a position of sustainability and net-positive social impact.
Hyakusenrenma _ Stay Japan _ Digital Marketing Proposal _ Perry CaoPerry Cao
The proposal has been made based on the overall brief of the company Hyakusenrenma. The brief is about how to increase the traffic to website and increase revenue' / online orders via website. The company provide no information / no data to analyse (requested, no provision). The request is only about the ideas. The proposal is made based on the assumption.
A study on branding and positioning of adventure tourism industry in india; w...Souvik Raha
This document summarizes a study on branding and positioning of adventure tourism in India, with a focus on West Bengal. It was authored by three professors - Dr. Dev Malya Dutta, Dr. Anindya Dutta, and Subhajit Bhattacharya. The study aims to examine adventure tourism destination branding in India and West Bengal's position in the global tourism market. It also seeks to identify how strategic branding and differentiated marketing can promote sustainable adventure tourism in these regions. The paper is based on case studies and a review of national and international tourism literature. It discusses topics like changing tourist preferences, successful branding cases, India's ranking in adventure tourism development, and examples of initiatives taken in Indian states to boost adventure tourism
WANT Expeditions is a leading provider of small group, conservation-focused expeditions worldwide. It connects travelers with experts to experience natural phenomena through authentic experiences off the beaten path. WANT aims to promote responsible tourism, sustainability, and create the most in-depth wildlife encounters led by experienced guides across 62 destinations. Founder Jessica Pociask established WANT to fulfill a need for culturally immersive and conservation-minded travel beyond guidebooks.
Tourist Security and the Role of the Tour GuideWhistling Crow
Today vacationers view their holidays as an escape from the worlds problems and worries. While on a tour, the last thing they wan to be concerned about is being victims of crime. Tourists while at destinations can be lucrative targets to crime, the thematic slide explores how tour guides may convert unprevented security calamity into a tolerable inconvenience.
1) LocalEyes is a tourism startup that aims to provide authentic local experiences to travelers by connecting them with local guides for customized tours and activities.
2) Current tourism trends see rising numbers of travelers but also impersonal mass tourism experiences. LocalEyes offers a alternative by utilizing local people as tour guides and recommending off-the-beaten path destinations and experiences.
3) The startup plans to launch with a minimum viable product, then expand its guide and destination coverage in phases to eventually build a global platform connecting travelers with locals everywhere.
The document discusses the role of tour guides in Haiti and analyzes their portrayal in the travel book "Bonjour Blanc, A Journey Through Haiti". It finds that in Haiti, tour guides initially served mainly as bodyguards for safety due to the unstable political situation. It also notes that locals play a major role in tourists' experiences through sharing information and facilitating interactions. However, the book provides a negative depiction of tour guides as uneducated and predatory. For tourism in Haiti to develop, changes are needed across the industry to allow tour guiding to become a true profession.
DIGITAL INNOVATION ASIA CONFERENCE & AWARDS BANGKOK JUNE 2014Dr Jens Thraenhart
The E-Tourism Asia Boot-Camp will provide hands-on practical training for the travel and tourism industry in the areas of digital marketing trends, social media, mobile, distribution, search, influencer marketing, and China digital marketing.
Leveraging digital, social, and mobile to drive PROFITABILITY for your business – from small to large, restaurant to hotel, retail store to tourism organization, travel agency to airline – the digital landscape has transformed how we do business today, and more importantly, it has changed how consumers research, make decisions, and purchase. The E-Tourism Asia Boot-Camp is focused on hands-practical content that will help your business to be relevant to today’s consumer.
VISIT: http://www.diasiaevents.com/events/e-tourism-asia/
This document discusses places found in cities and group activities related to places. It asks questions about favorite restaurants, buildings, shopping centers and important or dangerous places in one's city. It provides instructions for students to get in groups and make a brochure mentioning interesting places to visit in a city, describing each place and drawing pictures. As a second activity, it instructs students to do role plays in groups portraying places in a city, such as an airport, restaurant or travel agency.
The document discusses selling reception services in the tourism industry. It outlines that tourism touches many aspects of people's lives and plays an important social and economic role. It also discusses defining selling and service, with service defined as enhancing customer satisfaction. Finally, it examines the different players in the tourism industry, including clients/customers and sellers, and why people travel, such as for pleasure, curiosity, and identity experiences.
The document outlines a plan for sustainable cultural tourism in Palau that focuses on experiential tourism. It involves assessing Palau's cultural assets like villages, artisans, legends and natural attractions. This information would be collected in a database to develop tour itineraries targeting specific markets like baby boomers and cultural heritage travelers. A multi-year marketing plan would promote customized experiences and packages to tour operators. The goal is to increase visitation while protecting Palau's cultural values through community collaboration on tourism development.
This document outlines the ideal qualities of a tour guide, which include enthusiasm, an outgoing nature, self-confidence, flexibility, knowledge, and good communication skills. It also discusses tips for guides when working with different age groups like students and senior citizens. Guides are advised to establish rapport, handle complaints diplomatically, and develop cross-cultural understanding when leading diverse groups of tourists.
A mind-shaking set of inspirational slides, aimed to introduce small-sized tourism business operators from the Eifel region (Germany) to the basics of Social Media.
TATRA - Taste of Trappists EU project.
"Use what you know, to do good as you go."
The Muskoka Foundation helps overland travelers to make a difference in the communities they're visiting, through volunteer and training programs.
This presentation explains how the foundation works, what our mission is and how you can get involved.
This document provides guidance on effectively marketing products and services at industry exhibitions. It discusses understanding the exhibition environment, identifying target audiences like trade vs retail customers, crafting clear messaging and elevator pitches, leveraging various marketing materials, and using social media to promote offerings. International tourism trends are also examined, like travelers seeking authentic experiences and sustainability. The importance of market research to understand customer needs is emphasized. Pricing strategies are covered, like calculating net and rack rates to determine pricing. Presentation best practices focus on significance, simplicity, structure and rehearsal.
This document discusses two classification systems for categorizing tourists - Cohen's classification and Plog's classification. Cohen's classification divides tourists into four categories based on their level of independence and routine: organized mass tourist, individual mass tourist, explorer, and drifter. Plog's classification categorizes tourists based on their personality and desire for new experiences versus security and familiarity into psychocentric, mid-centric, and allocentric types. The document provides descriptions of each type of tourist in both classification systems and encourages analyzing which destinations and activities would appeal more to each type.
Exclusive Research: The Trends That Will Shape the Future of Travel - Mumbrel...Darren Wells
In a series of one-on-one interviews with CEOs, CMOs, product pioneers and marketing leads from across the travel industry, FutureBrand has conducted global research into travel futures. Its research reveals some of the trends shaping the future of travel and identifies which brands are best placed to prosper.
The document discusses key concepts in tourism sales and marketing, including defining selling, service, and the various players involved. It explores why people travel and notes tourism is the world's largest industry, touching many aspects of people's lives and society through economic, social, cultural, and psychological impacts. Effective selling in tourism requires understanding customers' wants, needs and desires.
A presentation composed of student reports and the lectures about tourist behavior for the subject Tour Guiding Services for the students enrolled in the College of International Tourism and Hospitality Management of Lyceum of the Philippines Cavite Campus
This document provides information about a tourism systems module, including:
- Contact details for the lecturer and information about module delivery over 6 weeks with 10 chapters and assignments.
- Details of the final exam consisting of multiple choice and essay questions.
- Details of 4 continuous assessments including MCQ tests and a group assignment on a selected destination.
- A list of destinations for the group assignment is provided.
This document discusses sales models and target markets for tourism businesses in Chocó, Colombia. It describes the direct and indirect sales models. In direct sales, businesses sell directly to independent travelers (FITs) but it requires more work. In indirect sales, businesses sell through tour operators who add costs but provide access to more markets. The document then profiles different traveler segments in Chocó, including backpackers, young professionals, baby boomers, and those interested in experiential, nature-based, authentic, and active adventure tourism. It emphasizes understanding travelers' needs and marketing authentically to different segments.
Tourist Security and the Role of the Tour GuideWhistling Crow
Today vacationers view their holidays as an escape from the worlds problems and worries. While on a tour, the last thing they wan to be concerned about is being victims of crime. Tourists while at destinations can be lucrative targets to crime, the thematic slide explores how tour guides may convert unprevented security calamity into a tolerable inconvenience.
1) LocalEyes is a tourism startup that aims to provide authentic local experiences to travelers by connecting them with local guides for customized tours and activities.
2) Current tourism trends see rising numbers of travelers but also impersonal mass tourism experiences. LocalEyes offers a alternative by utilizing local people as tour guides and recommending off-the-beaten path destinations and experiences.
3) The startup plans to launch with a minimum viable product, then expand its guide and destination coverage in phases to eventually build a global platform connecting travelers with locals everywhere.
The document discusses the role of tour guides in Haiti and analyzes their portrayal in the travel book "Bonjour Blanc, A Journey Through Haiti". It finds that in Haiti, tour guides initially served mainly as bodyguards for safety due to the unstable political situation. It also notes that locals play a major role in tourists' experiences through sharing information and facilitating interactions. However, the book provides a negative depiction of tour guides as uneducated and predatory. For tourism in Haiti to develop, changes are needed across the industry to allow tour guiding to become a true profession.
DIGITAL INNOVATION ASIA CONFERENCE & AWARDS BANGKOK JUNE 2014Dr Jens Thraenhart
The E-Tourism Asia Boot-Camp will provide hands-on practical training for the travel and tourism industry in the areas of digital marketing trends, social media, mobile, distribution, search, influencer marketing, and China digital marketing.
Leveraging digital, social, and mobile to drive PROFITABILITY for your business – from small to large, restaurant to hotel, retail store to tourism organization, travel agency to airline – the digital landscape has transformed how we do business today, and more importantly, it has changed how consumers research, make decisions, and purchase. The E-Tourism Asia Boot-Camp is focused on hands-practical content that will help your business to be relevant to today’s consumer.
VISIT: http://www.diasiaevents.com/events/e-tourism-asia/
This document discusses places found in cities and group activities related to places. It asks questions about favorite restaurants, buildings, shopping centers and important or dangerous places in one's city. It provides instructions for students to get in groups and make a brochure mentioning interesting places to visit in a city, describing each place and drawing pictures. As a second activity, it instructs students to do role plays in groups portraying places in a city, such as an airport, restaurant or travel agency.
The document discusses selling reception services in the tourism industry. It outlines that tourism touches many aspects of people's lives and plays an important social and economic role. It also discusses defining selling and service, with service defined as enhancing customer satisfaction. Finally, it examines the different players in the tourism industry, including clients/customers and sellers, and why people travel, such as for pleasure, curiosity, and identity experiences.
The document outlines a plan for sustainable cultural tourism in Palau that focuses on experiential tourism. It involves assessing Palau's cultural assets like villages, artisans, legends and natural attractions. This information would be collected in a database to develop tour itineraries targeting specific markets like baby boomers and cultural heritage travelers. A multi-year marketing plan would promote customized experiences and packages to tour operators. The goal is to increase visitation while protecting Palau's cultural values through community collaboration on tourism development.
This document outlines the ideal qualities of a tour guide, which include enthusiasm, an outgoing nature, self-confidence, flexibility, knowledge, and good communication skills. It also discusses tips for guides when working with different age groups like students and senior citizens. Guides are advised to establish rapport, handle complaints diplomatically, and develop cross-cultural understanding when leading diverse groups of tourists.
A mind-shaking set of inspirational slides, aimed to introduce small-sized tourism business operators from the Eifel region (Germany) to the basics of Social Media.
TATRA - Taste of Trappists EU project.
"Use what you know, to do good as you go."
The Muskoka Foundation helps overland travelers to make a difference in the communities they're visiting, through volunteer and training programs.
This presentation explains how the foundation works, what our mission is and how you can get involved.
This document provides guidance on effectively marketing products and services at industry exhibitions. It discusses understanding the exhibition environment, identifying target audiences like trade vs retail customers, crafting clear messaging and elevator pitches, leveraging various marketing materials, and using social media to promote offerings. International tourism trends are also examined, like travelers seeking authentic experiences and sustainability. The importance of market research to understand customer needs is emphasized. Pricing strategies are covered, like calculating net and rack rates to determine pricing. Presentation best practices focus on significance, simplicity, structure and rehearsal.
This document discusses two classification systems for categorizing tourists - Cohen's classification and Plog's classification. Cohen's classification divides tourists into four categories based on their level of independence and routine: organized mass tourist, individual mass tourist, explorer, and drifter. Plog's classification categorizes tourists based on their personality and desire for new experiences versus security and familiarity into psychocentric, mid-centric, and allocentric types. The document provides descriptions of each type of tourist in both classification systems and encourages analyzing which destinations and activities would appeal more to each type.
Exclusive Research: The Trends That Will Shape the Future of Travel - Mumbrel...Darren Wells
In a series of one-on-one interviews with CEOs, CMOs, product pioneers and marketing leads from across the travel industry, FutureBrand has conducted global research into travel futures. Its research reveals some of the trends shaping the future of travel and identifies which brands are best placed to prosper.
The document discusses key concepts in tourism sales and marketing, including defining selling, service, and the various players involved. It explores why people travel and notes tourism is the world's largest industry, touching many aspects of people's lives and society through economic, social, cultural, and psychological impacts. Effective selling in tourism requires understanding customers' wants, needs and desires.
A presentation composed of student reports and the lectures about tourist behavior for the subject Tour Guiding Services for the students enrolled in the College of International Tourism and Hospitality Management of Lyceum of the Philippines Cavite Campus
This document provides information about a tourism systems module, including:
- Contact details for the lecturer and information about module delivery over 6 weeks with 10 chapters and assignments.
- Details of the final exam consisting of multiple choice and essay questions.
- Details of 4 continuous assessments including MCQ tests and a group assignment on a selected destination.
- A list of destinations for the group assignment is provided.
This document discusses sales models and target markets for tourism businesses in Chocó, Colombia. It describes the direct and indirect sales models. In direct sales, businesses sell directly to independent travelers (FITs) but it requires more work. In indirect sales, businesses sell through tour operators who add costs but provide access to more markets. The document then profiles different traveler segments in Chocó, including backpackers, young professionals, baby boomers, and those interested in experiential, nature-based, authentic, and active adventure tourism. It emphasizes understanding travelers' needs and marketing authentically to different segments.
Lonely Planet brand story - Travel and Social MediaCalvin Nguyen
Lonely Planet has a long history as a travel guidebook publisher and has expanded into various digital platforms and social media over 35 years. They see opportunities to increase engagement with travelers by connecting them across more touchpoints in the travel journey. Their vision is to inspire and enable travelers to connect with the world and each other every day through multiple media like TV, print, digital and mobile. They will provide rich travel content, community tools for travelers to interact, and aggregate high-quality external content to deliver a powerful "triple play" travel experience. Lonely Planet aims to lead in this new era by developing compelling mobile and social media presences to reach more travelers globally.
EQ - Lessons from the Field TVI conference Sep 2013Lesley Anderson
Explorer Quotient is the Canadian Tourism Commission's market segmentation methodology that provides deep customer insights about prospective travellers to Canada. This presentation provides examples of how EQ can be used in marketing, product development and packaging for tourism, with examples of how tourism operators have applied EQ to their marketing activities.
Manual for Training course on Tourism Product Development and Good Marketing ...duanesrt
From July 14th to 18th, 2014, a Training Course on Tourism Product Development and Good Marketing Practices was organised by the ESRT Programme in Vung Tau city.
This training course has been developed to provide tourism administrators from governmental agencies and Southern provincial Departments of Culture, Sports and Tourism with a deeper understanding and basic practice skills on market, process of tourism product development and marketing planning, which can be taken into their daily work.
The development of productive and fully integrated linkages between the Agri-Food Sector and Tourism in the Caribbean Region offers significant potential for repositioning and broad-based growth in the Agriculture value chain, and opportunities for channelling the Region’s diversity and building-in genuine competitiveness and sustainability in the tourism product.
Forging Agriculture-Tourism linkages capitalizes on the inherent ability of the Tourism sector to diversify the Caribbean economy, stimulate entrepreneurship, catalyse investment and assist in wider social development in local communities. Such linkages offer unprecedented opportunities to stem and reverse the declines in traditional agriculture, stimulate the rapid growth in “new‟ agriculture and build resilience and sustainability of Caribbean economies. The latter is particularly critical for reducing the high levels of foreign exchange leakage in tourism, preserving cultural identity, reducing poverty in local communities and enhancing local awareness and good practices with respect to climate change and environmental issues.
Goal: To provide a mechanism for managing and increasing the local and regional development impact of Tourism and Agriculture through the creation of a collaborative and inclusive planning and implementation framework that can drive trade and new business between the two sectors.
The document discusses various topics related to tourism including definitions of tourists, characteristics of responsible tourism, the role of travel agents, professional organizations for travel agents, education and certification for travel agents, current trends in international tourism, factors that influence vacation planning, ways to find tourist information, preservation of travel memories, and how libraries can get involved in tourism.
TripPartner is a website that provides an online platform for travelers to connect with local tour guides in destinations. Travelers can search for guides based on interests and languages spoken, and guides can post their profiles and services. The site aims to offer personalized tours through local residents at affordable prices, allowing travelers to explore destinations with new friends.
How do content, product, data, travel, strategy, creativity and monetisation align together?
Dmitry Shishkin, chief content officer at Culture Trip, has joined the UK media startup from BBC World Service where he worked as digital development editor for 41 foreign language news teams. His team now produce hundreds of multi-formatted editorial pieces created by freelance contributors from all over the world.
Their aim is to inspire people to travel across their cultural boundaries and – ultimately – convert them into paying consumers. He will talk about his favourite subject – the intersection of product, content and data – and will share findings around Culture Trip’s full-funnel commissioning process, automation and machine learning.
01.Introduction to Tourism and DevelopmentRandi Alampay
The document provides an introduction and outline for a course on tourism and development. It discusses key topics that will be covered in the course including definitions of tourism, the tourism industry and its components, tourism resources and impacts, and the roles of government, businesses and communities in tourism development. An overview of the course schedule, assignments and grading is also provided.
How to make LGBT Travel Matter to MillennialsPeter Jordan
Millennials are shaking up technology, politics and society around the world, and are joining the global workforce in ever greater numbers. However their attitudes have been strongly defined by the times in which they grew up. This includes the era of great advancements in equal rights for LGBT people, which Millennials have both witnessed and benefitted from. As a result, this generation is increasingly flexible and open-minded in its attitudes towards sexuality, calling into question whether LGBT-specific travel products and experiences will be so relevant in the future.
In this presentation, given at the 2016 IGLTA Annual Global Convention in Cape Town, South Africa I discuss all these issues and give recommendations on how to upgrade LGBT product development and marketing for the Millennial generation.
Engaging the Long Tail -Part One - FACVBStephen Joyce
An overview of the long tail of travel and travel social media. You\'ll get some insight into what makes social media work, why it has caught on, and how you can use these new tools and technologies to promote your destination.
The document discusses adventure travel and the Adventure Travel Trade Association (ATTA). It states that adventure travel is the fastest growing segment of the tourism industry, as travelers increasingly seek authentic experiences like climbing and kayaking. The ATTA considers adventure travel to be more recession-proof than other types of travel, as adventure travelers prioritize these activities. The ATTA works to support the adventure travel industry and help destinations develop their adventure tourism offerings.
Presentado por: Kimberly Connaghan, National Brand Director, National Geographic Global Media
Contenidos:
Geotourism: A Unique Commitment From A Unique Media Company
Geotourism and The American Traveler
55 Million American Geotourists
Down Payment on the Future
Geotourism and Today’s Traveler
Hotels Are Working to Protect the Environment
Destinations Are Working to Support and Sustain Local Economies
Destinations Are Working to Promote Indigenous Culture
Awareness is Key
Tailor-Made for Your Message
National Geographic Society: Vital to Today’s Consumer
NationalGeographic.com – Vital to CONNECTING to the World
National Geographic Magazine – Vital to UNDERSTANDING the World
National Geographic Kids – Vital to LEARNING ABOUT the World
National Geographic Traveler – Vital to EXPERIENCING The World
Pioneering the Future of Travel Reporting on Destinations of Distinction
Devoted Editorial for Sustainable Travel
Informing Readers About Responsible Travel Efforts
Tapping Into Reader Passions
Marketing Destinations With Geotourism Practices
Creating Signature Travel Experiences
Intercontinental Hotels & Resorts: “Photo Contest”
Puerto Rico Tourism: Customer Engagement
Peru Tourism: “Pack Your Six Senses”
Mexico Tourism: “Mexico Unexpected”
Atelier on Tourism Development - Challenges in facilitating multistakeholder ...Ferry van de Mosselaer
This lecture deliberates on the challenges in facilitating multistakeholder collaboration in tourism development. Lecture given to bachelor students in tourism at the NHTV Breda February 2011
Travel Agency, Tour Operations, Tour Package & Visa Processing Md Shaifullar Rabbi
MD. Shaifullar Rabbi has extensive experience in the tourism industry, including roles as a lecturer, assessor, coordinator, and resource person. He discussed the knowledge requirements for travel agencies and tour operations, including understanding different types of tourism, package tour development, client skills, and more. He explained the key functions of travel agencies, such as travel information, reservations, consulting, and tour packaging. Tour operators work to develop tour packages, arrange accommodations and transportation, and market directly to customers. Important considerations for travel agencies and tour operators include strong travel knowledge, relationship building, and working in a target-based environment.
1. A theoretical and empirical overview
TAW S I F U D O W L A , 2 0 1 6
G u i d i n g T H E
T R AV E L L E R S
W h e r e d o I s t a r t ?
2. Tourism +You
“Tourism comprises the
activities of persons travelling
to and staying in places outside
their usual environment for not
more than one consecutive year
for leisure, business and other
purposes not related to the
exercise of an activity
remunerated from within the
place visited.”
United Nations World Tourism Organization (UNWTO)
TOURISTS
Persons travelling to and staying in places outside their usual
environment for not more than one consecutive year for leisure,
business and other purposes not related to the exercise of an activity
remunerated from within the place visited
TOURIST GUIDE
A person who guides visitors (Tourists) in the language of their choice
and interprets the cultural and natural heritage of an area (place)
which person normally possesses an area-specific qualification
usually issued and/or recognized by the appropriate authority
World Federation of Tourist Guide Associations (WFTGA)
A tour guide is an individual in a front-line position who leads
participants (individual or groups) on tours, ensures that itineraries
are followed, provides commentary in an informative and entertaining
manner, and creates positive experiences for tour participants
Canadian Tour Guide Associations (CTGA ) of BC
3. Tourism + You
So What’s TOUR?
TOUR is a product is what one can buy?
TOUR is an experience is what one remember?
Exceptional tour goes beyond the time travellers are with you. Planning and
delivering exceptional tour requires considering the entire traveller lifecycle,
from the moment they think about travelling until they are sharing stories,
photos and videos at home or online.
Personalization is key to a great tour EXPERIENCE
4. E X P E R I E N C E ?
“Live this moment; this moment is Life”
6. Economic Distinctions
Economic
Offerings
Commodities Goods Services Experiences
Economy Agrarian Industrial Service
Experienc
e
Economic
Function
Extract Make Deliver Stage
Nature of Offering Fungible Tangible Intangible Memorable
Key Attribute Natural Standardized Customized Personal
Method of Supply Stored in bulk Inventoried after
production
Delivered on
demand
Revealed over a
duration
Seller Trader Manufacturer Provider
Stager
Buyer Market User Client Guest
Source:WelcometotheExperienceEconomybyB.JosephPineIIandJamesH.Gilmore
7. Experiential Travel
COMMODITIES are things we
extract from the ground and sell in
market.
GOODS are the physical, tangible
items we make from commodities,
that when sold, generate a higher
price point.
SERVICES use the commodities
and goods to offer differentiated
options to customers.
EXPERIENCES incorporate
commodities, goods and services
and use these as elements in
developing tourism offers that are
designed to create lasting
Source:AtoolkitforpartnersoftheCTC2ndeditionOctober2011
9. Explorer Quotient (EQ)
EQ is an innovative market segmentation tool comes from the science of psychographics.
Demographics Age
Income
Gender
Family Status
Educational Level
Psychographics
Personal beliefs
Social Values
World View
An evolution of the traditional field of demographics
Source:DestinationCanada(CanadianTourismCommission-CTC)
10. Crafting a memorable tourist experience
• Know your
guests
Step 1
• Know your
community
and region
Step 2 • Think about
the types of
experiences
Step 3
• Choose a
theme or
story
Step 4: • Plan the
experience
Step 5
• Establish the
flow with the
itinerary
Step 6 • Deliver and
evaluate the
experience
Step 12
“Be Different or Be Dead.
Value is the immunization factor. When
there is no difference in value, people buy
on price alone”
Roy Osing (author), 2009
Step 7: Select partners, suppliers and experience providers
Step 8: Think about market positioning
Step 9: Set the selling price
Step 10: Marketing and communication
Step 11: Prepare the team and pilot the Experience
Source:AtoolkitforpartnersoftheCTC2ndeditionOctober2011
11. STEP 1: Know Your TRAVELER
Authentic
Experienc
er
Cultural
Explorer
Cultural
History Buff
Personal
History
Explorer
Free Spirit
Gentle
Explorer
No Hassle
Traveller Rejuvenator
Virtual
Traveller
9 Major Traveler
Groups Worldwide
Source:CTCBrandStandardsGuideVersion3.1,August2013
12. Who are we looking for?
Source:CTCBrandStandardsGuideVersion3.1,August2013
THE FREE
SPIRIT
13% OF THE
GLOBAL
MARKET
Something of a thrill-seeker
Travel to satisfy their infinite need for the exciting and the exotic
Like the best of everything and enjoy the company of others (YOURS) who feel
the same way
Have a lot of energy and want to see and do everything
Young, or young-at-heart.Travel for the thrill & emotional charge of seizing
Travel for the thrill and emotional charge of seizing the day
Group tours and rigid plans are not for them
13. Who are we looking for?
Source:CTCBrandStandardsGuideVersion3.1,August2013
CULTURAL
EXPLORER
12% of the
Global
Market
Seek constant opportunities to embrace, discover and immerse themselves in
the entire experience of the culture, people and settings of the places they visit
Not content to just visit historic sites and watch from the sidelines
Participate in the modern-day culture as well
Strike up conversations with locals, attend cultural festivals
Go off the beaten track to discover how people truly live
Group tours and rigid plans are not for them
14. Who are we looking for?
Source:CTCBrandStandardsGuideVersion3.1,
August2013
THE
AUTHENTIC
EXPERIENCER
9% of the
Global Market
Appreciate the beauty of natural and cultural environments
Enjoy using all of their senses when they explore
Really get to know the places they visit
Adapt to personal challenges and risks, figuring out how to
make the most of every situation
Fully immersed in their travel experiences
Group tours and rigid plans are not for them
15. EXERCISE : What's your travel type?
STEP 1
TAKEA QUIZ
Source:CTCBrandStandardsGuideVersion3.1,August2013
STEP 2
SAVEYOUR
TRAVELTYPE
STEP 2
MATCHYOURTRAVELTYPE
@ EQ PROFILE
Based on your Experience
Appeal and Travel Behaviours,
please discuss about the 10
activities you’ll be most
interested at as a tourist within
Metro Vancouver
Vancouver Activities List
16. STEP 2 (A): Know your community and region
Assets: What makes your community special? Why do people like
to live here? What do they do that visitors may be interested in
seeing, learning about or engaging in?
Where are some unique, less-travelled places to go that locals
know but visitors may not?
Are there any iconic people, places, celebrations, festivals and
events that draw visitors regularly?
Source:AtoolkitforpartnersoftheCTC2ndeditionOctober2011
17. STEP 2 (A): Know your community and region
What types of musicians, artists, chefs, dancers, cultural groups,
writers, poets, etc. live in your community?
Are there any underutilized buildings, trails, community centres,
legion halls, etc. that could be interesting places to host a group
activity?
Are there any non-traditional tourism business people who
could become involved with tourism, such as fishermen, farmers,
golf course greens-keepers, carpenters, instrument makers, etc?
Source:AtoolkitforpartnersoftheCTC2ndeditionOctober2011
18. STEP 2(B): Know Vancouver
More than 9.3 million people visited in 2015
Contributes approximately $ 6.1 billion to the Metro Vancouver
economy annually
Provides over 66,000 full time jobs
Generates approximately $14.6 billion in revenue
19. STEP 2(C): Know Tourism Vancouver
Dine Out
Vancouver
Festival
*
Push Festival
*
Vancouver
International
Wine Festival.
Cherry Blossom
Festival
*
International
Jazz Festival
*
Bard on the
Beach
Vancouver
Pride Festival
*
Celebration of
Light Fireworks
*
Pacific National
Exhibition
The Vancouver
Opera
*
The Vancouver
Symphony
Orchestra
*
Arts Club
Theatre
Company
365 Days a Year Destination
20. STEP 3: Experiences that make sense for us
When the traveler leaves, what do you want them to be talking about?
What pictures do you want them to be posting to Facebook?
What do you hope they will be writing about on TripAdvisor?
For the community partners who will help you develop and deliver the experience,
how do you want them to feel about involvement after the guests depart?
What did guests enjoy most about interacting with you?
What could be done to enhance the experience next time?
Source:AtoolkitforpartnersoftheCTC2ndeditionOctober2011
21. STEP 4 (A): Choose a theme or story : UNIQUELY CANADIAN
Source:CTCBrandStandardsGuideVersion3.1,August2013
Stories also are a great basis for developing
an experience. As Marty Yaskowich of Tribal
DDB says,
“Not everyone’s a storyteller but everyone has a story”
Stories and storytellers can really anchor a
traveler in a community because storytellers…
Have character
Are unique
Connect on an emotional level
Personal
Great for marketing
Infor mal
Witty
Authentic
22. STEP 4 (B): Choose a theme or story : UNIQUELY CANADIAN
Source:CTCBrandStandardsGuideVersion3.1,August2013
connect people, places, the past and present
have characters/ time line that people can relate to
evolve over time and can be shared
can be told in ways that bring guests into the story, creating
connections and personal attachments
change with every storyteller who brings his or her own special
version to the audience
are powerful at triggering emotions that lead to future decision
making
Storytelling makes a great foundation for creating experiences and bringing them to life, plus it opens up
the door to creative thinking. People love it. It’s so much more real than just hearing someone talk about.
i.e. Stanley Park is best urban park in the world (Not enough)…So YOU and your STORY should:
23. STEP 5 (A): Plan the experience : UNIQUELY CANADIAN
5UniqueSelling
Propositions(USP)
Vibrant Cities on the
Edge of Nature
Award-Winning Local
Cuisine
Connecting with Locals
Personal Journeys By
Land, Water and Air
Active Adventure
Among Awe- Inspiring
Natural Wonders
A Signature Experience is an exceptional travel
experience designed and delivered by us, the
qualified Canadian-based tourism businesses.
It is engaging, immersive, hands-on and connects
travellers to the special people, places and
cultures in a community or region.
Signature Experiences invite visitors to discover,
learn and enjoy Canada in ways that are personally
relevant and aligned with their motivations to travel.
The experience must appeal to one or
more EQ segments, be aligned with
one of
Canada’s five unique selling
proposition,
and meet a set of criteria that define a
signature experience.
Source:CTCBrandStandardsGuideVersion3.1,August2013
24. STEP 5 (B) : ExperientialTravel
Greatcustomer
experiences
exceeding physical and
emotional expectations
differentiated by
stimulating emotion
enabled through
inspirational leadership
and facilitated by culture
designed from the
outside in, rather that
the inside out
an embodiment of our
brand
“Seeing the sights is no longer enough.
Experiential travellers want to venture beyond the beaten
tourist paths and dive deeper into authentic local culture,
connecting with people from other cultures in deep and
meaningful ways, the arts, architecture and music,
cooking and food, sports, adventure and nature,
language, history, economics and literature, philanthropy
and a desire to “give back.” More than ever before,
people are travelling their passions.”
Joe Diaz, Co-founder Afar Magazine
Experiential travel involves a customer-
centric approach to planning travel,
communicating with visitors and
delivering programs that are aligned with
what visitors are interested in
experiencing
Source:CTCBrandStandardsGuideVersion3.1,August2013
25. STEP 5 (C) Experiential Travel
Experiential packaging and programming begins with:
What makes our community special (e.g. people, places, stories, traditions, activities)?
What memories do we want our visitors to leave with?
What traveller interests are aligned with what we have to offer?
Who do I need to collaborate with to craft a relevant, engaging visitor experience?
Which experiential programs exist, or could be developed, to form the foundation of a package
or elements of a package?
How can the experience be personalized?
What unique, authentic and local treasures can be celebrated, showcased or engaged in?
“Experiential packaging focuses on
choreographing a series of
encounters, interactions and moments
that are revealed over time to evoke
emotions and leave travellers with
lasting memories.”
Source:CTCBrandStandardsGuideVersion3.1,August2013
26. STEP 5 (D) Experiential Travel
Source:CTCBrandStandardsGuideVersion3.1,August2013
STORY
TELLIN
G
Be true to our personality
Remember what makes us unique
Keep it simple
Say it with feeling
For Story ideas surrounding Vancouver please check Tourism Vancouver’s
M E D I A K I T
27. Step 6: Establish the flow with the itinerary
Set the itinerary with meticulous attention to detail and personalize it:
Consider where guests have been and where they will be going relative to your experience.
Time the experience in small increments. If it is a two- hour program, think in 10- to 20-minute
intervals; if it’s a full day, then 30- to 45-minute increments.
Allow time for transitions between places, activities, guest delays and to let people meet and
connect.
Break down each experiential component into small, simple pieces and ensure that every
detail is thought through.
Think about “positive cues”—elements in the environment that reinforce the experience.
Review all safety matters, plan for them and have a contingency plan.
Consider weather and have backup plans
Consider if any guest limitations could impact the experience, such as fear of heights,
physical or auditory limitations, dietary restrictions, etc.
“Pay attention to detail. When you charge a premium, you must ensure the smallest details are taken care
of. The importance of this can’t be overstated in planning, delivery and follow-up”.
Source:CTCBrandStandardsGuideVersion3.1,August2013
28. STEP 12 : Deliver and evaluate the experience
Set the stage for people to meet each other and to make personal connections straight away to
increase their comfort and create the atmosphere.
Provide any information guests need up front. Have a plan to ensure their psychological comfort
can be set.
Deliver the program as planned but be flexible and adapt the delivery to adjust to how the
visitors are reacting and engaging with the activities.
Pay attention to detail en route—remember special things guests say and work them into the
conversation.
Have a post-guest communications strategy in place
Monitor what is said (WOM) about your company in your guest book and on social media
Connect with suppliers and people who delivered the experience to get their insights, reactions
and ideas
Source:CTCBrandStandardsGuideVersion3.1,August2013
29. Sources and References
Canadian Tour Guide Association of BC www.ctgaofbc.com
Destination Canada http://en.destinationcanada.com
Tourism Vancouver www.tourismvancouver.com
World Federation of Tourist Guide Associations www.wftga.org
World Tourism Organization (UNWTO) www.unwto.org
Photo Credit: Tawsif
S t a y i n t o u c h
E m a i l : t a ws i f _ d o w l a @ o u t l o o k . c o m
L i n k e d I n : www.linkedin.com/in/TawsifDowla
Editor's Notes
“Tourism comprises the activities of persons travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes not related to the exercise of an activity remunerated from within the place visited.”
United Nations World Tourism Organization (UNWTO) .
Tourism is defined by the activities of a particular type of Consumer, and not by a particular type of Supplier. This is a demand side definition, not a supply side definition.
TOURISTS:
Persons travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes not related to the exercise of an activity remunerated from within the place visited.
TOURIST GUIDE:
A person who guides visitors in the language of their choice and interprets the cultural and natural heritage of an area which person normally possesses an area-specific qualification usually issued and/or recognized by the appropriate authority.
What is the difference between a tourism product and a tourism experience?
A tourism product is what you buy. A tourism experience is what you remember.
The Canadian tourism industry has the ability to build on the excellent goods and services currently available to visitors and to create new experiential products that respond to new marketplace demands.
Success will be a result of everyone’s involvement in tourism as we focus on “Why visit Canada” rather than merely where to go and what to do. Tourism destinations and businesses have traditionally marketed themselves as a series of products or commodities—hotel rooms, picturesque views, generic activities such as museums, sports, dining out, etc. They focused on the physical attributes of the landscape.
In developing tourism experiences the focus is on the emotions, feelings and sensations the travellers will have on their journey, the stories they will learn about at the destination, and the connections they will make. Experiences tap the hearts and minds of curious travellers, inviting them to connect with Canada’s people, culture and geography through personal exploration.
At the core of an exceptional visitor experience is your company’s ability to purposefully and thoughtfully combine your physical assets (buildings, buses, etc.)
with the emotional interactions (passion, excitement, awe-inspiring moments) that travellers experience. Exceptional visitor experiences go beyond the time guests are with your business. Planning and delivering exceptional visitor experiences requires
considering the entire customer lifecycle from the visitor’s perspective, from the moment they think about travelling until they are sharing stories, photos and videos at home or online.
Word of mouth is a strong marketing tool. Provide an exceptional experience and travellers will share their stories... your stories.
Personalization is key to a great visitor experience. The majority of Canada’s tourism businesses are SMEs (small and medium enterprises) that can be found in every corner of the country. SMEs have strong local-area knowledge, community connections and personal relationships that can accelerate creating personalized travel.
Experiences October 2011, p. 13
What is the difference between a tourism product and a tourism experience?
A tourism product is what you buy. A tourism experience is what you remember.
The Canadian tourism industry has the ability to build on the excellent goods and services currently available to visitors and to create new experiential products that respond to new marketplace demands.
Success will be a result of everyone’s involvement in tourism as we focus on “Why visit Canada” rather than merely where to go and what to do. Tourism destinations and businesses have traditionally marketed themselves as a series of products or commodities—hotel rooms, picturesque views, generic activities such as museums, sports, dining out, etc. They focused on the physical attributes of the landscape.
In developing tourism experiences the focus is on the emotions, feelings and sensations the travellers will have on their journey, the stories they will learn about at the destination, and the connections they will make. Experiences tap the hearts and minds of curious travellers, inviting them to connect with Canada’s people, culture and geography through personal exploration.
At the core of an exceptional visitor experience is your company’s ability to purposefully and thoughtfully combine your physical assets (buildings, buses, etc.)
with the emotional interactions (passion, excitement, awe-inspiring moments) that travellers experience. Exceptional visitor experiences go beyond the time guests are with your business. Planning and delivering exceptional visitor experiences requires
considering the entire customer lifecycle from the visitor’s perspective, from the moment they think about travelling until they are sharing stories, photos and videos at home or online.
Word of mouth is a strong marketing tool. Provide an exceptional experience and travellers will share their stories... your stories.
Personalization is key to a great visitor experience. The majority of Canada’s tourism businesses are SMEs (small and medium enterprises) that can be found in every corner of the country. SMEs have strong local-area knowledge, community connections and personal relationships that can accelerate creating personalized travel.
Experiences October 2011, p. 13
A Macro Perspective
Reference
Welcome to the Experience Economy by B. Joseph Pine II and James H. Gilmore
B. Joseph Pine II and James H. Gilmore are cofounders of Strategic Horizons LLP, based in Cleveland, Ohio. They are coauthors of The Experience Economy: Work Is Theatre and Every Business a Stage, to be published by the Harvard Business School Press in April 1999. They are the authors of “The Four Faces of Mass Customization” (HBR January–February 1997) and can be reached at pine&gilmore@cus- tomization.com.
We expect that experience design will become as much a business art as product design and process design are today. Indeed, design principles are al- ready apparent from the practices of and results obtained by companies that have (or nearly have) advanced into the experience economy. We have identified five key experience-design principles.
EQ is an innovative market segmentation tool comes from the science of psychographics – an evolution of the traditional field of demographics. Instead of defining people based on age, income, gender, family status or education level – all of which is valuable information – psychographics look deeper at people's personal beliefs, social values and view of the world. It's a major leap forward, because these factors are what drive real people to seek out certain types of experiences.
This award-winning, proprietary tool is changing the way travel experiences are developed, marketed and sold in Canada. If you operate a small or large tourism-based enterprise, it promises to give you a serious advantage in the competitive global travel market.
A toolkit for partners of the CTC 2nd edition October 2011 (pp. 21-30)
http://en.destinationcanada.com/sites/default/files/pdf/Resources/sec_exptoolkit_lores_final.pdf
Who we’re talking to
The idea behind Keep Exploring is to speak to the curious traveller, inviting them to live a life less ordinary in a land defined by geographic, cultural and personal exploration.
In addition to traditional demographic tools we havea more sophisticated tool for connecting with those consumers who will be most receptive to our message. This proprietary social segmentation model is called the Explorer Quotient® (or EQ®). It allows us to understand how people travel, and even more crucial, why they travel.
The EQ model segments consumers into nine types. Each type has its own psychographic profile, giving us much richer insights into consumer behaviours and preferences compared to demographic-based models. Using the EQ model, we can talk to travellers in their own language, matching their needs and desires with truly unforgettable and relevant Canadian experiences.
EQ types
The EQ types are relevant for the Keep Exploring brand when selecting imagery and writingcopy. The EQ model segments consumersinto nine types: Authentic Experiencer, Cultural Explorer, Cultural History Buff, Personal History Explorer, Free Spirit, Gentle Explorer, No Hassle Traveller, Rejuvenator and Virtual Traveller.
Reference
http://en.destinationcanada.com/sites/default/files/pdf/brandToolkit/ctc_brand_guidelines_3.1_en_lowres.pdf
Our target explorers
The nine major traveller groups – we call them Explorer Types – have their own motivations and preferences while on vacation. Three of these types – Cultural Explorers, Authentic Experiencers and Free Spirits – are our best prospects for positioning Canada as a travel destination of choice. They have a keen interest in the kinds of experiences we offer, plus the income profiles and passport ownership numbers that make them ideal high-yield, long haul travellers.
THE FREE SPIRIT
Something of a thrill-seeker, you travel to satisfy your insatiable need for the exciting and the exotic. You like the best of everything and enjoy the company of others who feel the same way. You have a lot of energy and want to see and do everything. Young, or young-at-heart, you travel for the thrill and emotional charge of seizing
the day.
Our target explorers
The nine major traveller groups – we call them Explorer Types – have their own motivations and preferences while on vacation. Three of these types – Cultural Explorers, Authentic Experiencers and Free Spirits – are our best prospects for positioning Canada as a travel destination of choice. They have a keen interest in the kinds of experiences we offer, plus the income profiles and passport ownership numbers that make them ideal high-yield, long haul travellers.
THE CULTURAL EXPLORER
You seek constant opportunities to embrace, discover and immerse yourself in the entire experience of the culture, people and settings of the places you visit. Not content to just visit historic sites and watch from the sidelines, you participate in the modern-day culture as well. You strike up conversations with locals, attend cultural festivals and go off the beaten track to discover how people truly live.
Our target explorers
The nine major traveller groups – we call them Explorer Types – have their own motivations and preferences while on vacation. Three of these types – Cultural Explorers, Authentic Experiencers and Free Spirits – are our best prospects for positioning Canada as a travel destination of choice. They have a keen interest in the kinds of experiences we offer, plus the income profiles and passport ownership numbers that make them ideal high-yield, long haul travellers.
THE AUTHENTIC EXPERIENCER
With a foot in both worlds, you appreciate the beauty of natural and cultural environments. You enjoy using all of your senses when you explore your chosen destination, and really get to know the places you visit. You adapt to personal challenges and risks, figuring out how to make the most of every situation. Your goal is be fully immersed in your travel experiences; group tours and rigid plans are not for you.
More about EQ
You’re unique and so is the way you like to travel. The Explorer Quotient™, or EQ for short, helps us get to know our guests so we can match them with an extraordinary Canadian vacation or getaway. Make your holiday search easier. Take our short quiz and find out what kind of traveller you are. Curious about the science behind the quiz? By answering the questions, you’re providing yourself with a deeper look at how your travel choices are based on your personal beliefs, social values, and even your view of the world.
Step 2: Know your community and region
Look around your community and business with a fresh set of eyes and start making a list of special people and places that make your community unique. This is different than an inventory of “tourism assets” (e.g. two museums, four festivals, 20 hotels). Write down your answer to these questions.
Assets: What makes your community special? Why do people like to live here? What do they do that visitors may be interested in seeing, learning about or engaging in?
Where are some unique, less-travelled places to go that locals know but visitors may not?
Are there any iconic people, places, celebrations, festivals and events that draw visitors regularly?
Who are the storytellers—people who love to talk and can engage others withtheir stories (this could be anyone from a retired school teacher to a military historian to the chef in your local restaurant)?
What types of musicians, artists, chefs, dancers, cultural groups, writers, poets, etc. live in your community?
Are there any underutilized buildings, trails, community centres, legion halls, etc. that could be interesting places to host a group activity?
Are there any non-traditional tourism business people who could become involved with tourism, such as fishermen, farmers, golf course greens-keepers, carpenters, instrument makers, etc?
Reference
A toolkit for partners of the CTC 2nd edition October 2011 (p. 21)
http://en.destinationcanada.com/sites/default/files/pdf/Resources/sec_exptoolkit_lores_final.pdf
Step 2: Know your community and region
Look around your community and business with a fresh set of eyes and start making a list of special people and places that make your community unique. This is different than an inventory of “tourism assets” (e.g. two museums, four festivals, 20 hotels). Write down your answer to these questions.
Assets: What makes your community special? Why do people like to live here? What do they do that visitors may be interested in seeing, learning about or engaging in?
Where are some unique, less-travelled places to go that locals know but visitors may not?
Are there any iconic people, places, celebrations, festivals and events that draw visitors regularly?
Who are the storytellers—people who love to talk and can engage others withtheir stories (this could be anyone from a retired school teacher to a military historian to the chef in your local restaurant)?
What types of musicians, artists, chefs, dancers, cultural groups, writers, poets, etc. live in your community?
Are there any underutilized buildings, trails, community centres, legion halls, etc. that could be interesting places to host a group activity?
Are there any non-traditional tourism business people who could become involved with tourism, such as fishermen, farmers, golf course greens-keepers, carpenters, instrument makers, etc?
Reference
A toolkit for partners of the CTC 2nd edition October 2011 (p. 21)
http://en.destinationcanada.com/sites/default/files/pdf/Resources/sec_exptoolkit_lores_final.pdf
Uniquely Canadian
We want Canada to be a destination of choice for discerning travellers. In the past, we tried to represent Canada as all things to all people. Now, we focus on what makes us special. After much research, we’ve identified five unique selling propositions (USPs) for Canada, all of which add up to unforgettable, unequalled tourism experiences.
5 Unique Selling Propositions
Award-Winning Local Cuisine: local flavours, food/wine festivals, culinary learning
Connecting with Locals: aboriginal culture, unique character/local lifestyles, historical/cultural attractions
Vibrant Cities on the Edge of Nature: cities close to nature, city activities, entertainment, major events, city culture, nature close to city
Personal Journeys By Land, Water and Air: multi-day touring on own, multi-day group tours, land-based journeys, water-based journeys
Active Adventure Among Awe- Inspiring Natural Wonders: ski/ snowboard vacations, other winter activities, summer activities, beautiful scenery, national parks, wildlife viewing, resorts in natural settings
Informal. Witty. Authentic.
Our brand’s personality is meant to be a direct reflection of Canada’s unique culture and subsequently what travellers experience here. We hope our personality shines through in every word and image we use to represent Canada to the world.
Canada is intriguing, and refreshingly different than what you would expect. Canada has a youthful spirit, with an open and informal approach to life. We’re warm, welcoming and witty. Most of all, we’re authentic, real people with experiences we’d like to share.
Source: CTC Brand Standards Guide Version 3.1, August 2013 (p. 22)
http://en.destinationcanada.com/sites/default/files/pdf/Resources/sec_exptoolkit_lores_final.pdf
Informal. Witty. Authentic.
Our brand’s personality is meant to be a direct reflection of Canada’s unique culture and subsequently what travellers experience here. We hope our personality shines through in every word and image we use to represent Canada to the world.
Canada is intriguing, and refreshingly different than what you would expect. Canada has a youthful spirit, with an open and informal approach to life. We’re warm, welcoming and witty. Most of all, we’re authentic, real people with experiences we’d like to share.
Source: CTC Brand Standards Guide Version 3.1, August 2013
Uniquely Canadian
We want Canada to be a destination of choice for discerning travellers. In the past, we tried to represent Canada as all things to all people. Now, we focus on what makes us special. After much research, we’ve identified five unique selling propositions (USPs) for Canada, all of which add up to unforgettable, unequalled tourism experiences.
5 Unique Selling Propositions
Award-Winning Local Cuisine: local flavours, food/wine festivals, culinary learning
Connecting with Locals: aboriginal culture, unique character/local lifestyles, historical/cultural attractions
Vibrant Cities on the Edge of Nature: cities close to nature, city activities, entertainment, major events, city culture, nature close to city
Personal Journeys By Land, Water and Air: multi-day touring on own, multi-day group tours, land-based journeys, water-based journeys
Active Adventure Among Awe- Inspiring Natural Wonders: ski/ snowboard vacations, other winter activities, summer activities, beautiful scenery, national parks, wildlife viewing, resorts in natural settings
Reference
CTC Brand Standards Guide Version 3.1, August 2013 (pp.6,
http://en.destinationcanada.com/sites/default/files/pdf/Resources/sec_exptoolkit_lores_final.pdf
5 Unique Selling Propositions
Award-Winning Local Cuisine: local flavours, food/wine festivals, culinary learning
Connecting with Locals: aboriginal culture, unique character/local lifestyles, historical/cultural attractions
Vibrant Cities on the Edge of Nature: cities close to nature, city activities, entertainment, major events, city culture, nature close to city
Personal Journeys By Land, Water and Air: multi-day touring on own, multi-day group tours, land-based journeys, water-based journeys
Active Adventure Among Awe- Inspiring Natural Wonders: ski/ snowboard vacations, other winter activities, summer activities, beautiful scenery, national parks, wildlife viewing, resorts in natural settings
Tourism businesses and destination marketing organizations have traditionally gathered a great deal of demographic information on travellers that told us how they like to travel, where they plan to go, what they liketo do, the types of accommodations and amenities they enjoy and their dining preferences. This information was used to develop travel packages designed to attract target markets.
In contrast, experiential packaging focuses on choreographing a series of encounters, interactions and moments that are revealed over time to evoke emotions and leave travellers with lasting memories. The priceof the package is based on the cost of the package components, plus a premium for the value travellers receive from having their lives enriched through these unique, personally relevant experiences.
Developing single experiential programs or experiential packages begins with asking different questions.
Tourism businesses and destination marketing organizations have traditionally gathered a great deal of demographic information on travellers that told us how they like to travel, where they plan to go, what they liketo do, the types of accommodations and amenities they enjoy and their dining preferences. This information was used to develop travel packages designed to attract target markets.
In contrast, experiential packaging focuses on choreographing a series of encounters, interactions and moments that are revealed over time to evoke emotions and leave travellers with lasting memories. The priceof the package is based on the cost of the package components, plus a premium for the value travellers receive from having their lives enriched through these unique, personally relevant experiences.
Developing single experiential programs or experiential packages begins with asking different questions.
MEDIA KIT
https://res-5.cloudinary.com/simpleview/image/upload/v1/clients/vancouverbc/Tourism_Vancouver_2014_Media_Kit_7b310a98-095e-45c8-921c-3743cc4125db.pdf
Consider where guests have been and wherethey will be going relative to your experience. For example, if they are travelling along the Viking Trail in Newfoundland, engaging in a number of authentic experiences, it is important to know which part of the story has been told at other sites and which activities they engaged in, so the experience at each site is unique and builds on the one before.
Time the experience in small increments. If it is a two- hour program, think in 10- to 20-minute intervals; if it’s a full day, then 30- to 45-minute increments.
Allow time for transitions between places, activities, guest delays and to let people meet and connect.
Break down each experiential component into small, simple pieces and ensure that every detail is thought through. This ensures the guests will have a greater chance for success with an activity, and that you haven’t forgotten anything. For example, if it is an interactive appetizer with a Red Seal Chef, food portions will need to be prepared and ready to go if time is an issue.
Think about “positive cues”—elements in the environment that reinforce the experience. If it’s a nature-based activity, picnic shelters are ideal over a restaurant for a meal. Select partners and suppliers whose businesses align with the experience. For example, an agri-tourism experience will want to optimize local foods.
Review all safety matters, plan for them and have a contingency plan.
Consider weather and have backup plans—will clothing be needed, should guests be advised in advance, etc.
Consider if any guest limitations could impact the experience, such as fear of heights, physical or auditory limitations, dietary restrictions, etc. How can they be accommodated and if not, how will this be communicated in your marketing materials or when guests call?
Pay attention to detail. When you charge a premium, you must ensure the smallest details are taken care of. The importance of this can’t be overstated in planning, delivery and follow-up.