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The Experience Economy Presented by Aj Scott Smith Niche Tourism Lecture 5
Housekeeping ,[object Object],[object Object]
You have your choice.  Choose either; 1. Assignment 5.5 page 69 of The Experience Economy OR 2. Assignment 6.9 page 165 of The Experience Economy OR   3. Airline Trends Prepare a 350-500 word paper and a 4-5 min PPT presentation outlining your thoughts. Due December 11 Individual Assignment (25% of final grade) Reaction Papers (3)   10% Minor assignment presentation  10%  Done Major assignment report & presentation  25% Reaction Papers (3)    5%  To Do Final Examination   50%   100%
Please ,[object Object]
 
Review
William Ury
“ The 3 rd  side helps us go to the balcony” William Ury
 
[object Object]
Joseph Pine-Thomas Thijssen-Scott Smith 2 degrees of Separation ?
 
Chapter 1- Introduction ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
 
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 of affluence, the attention shifts from goods and services to experiences”.
 
Chapter 2 Meaningful Experiences ,[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
It’s OK to disagree Asian Paradigm?    GenY?
Engagement Motivation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Discussion (2 minutes) What is your personal definition of ‘experience’ ?
Discussion (2 minutes) ,[object Object]
Discussion (2 minutes) ,[object Object]
Discussion (2 minutes) ,[object Object]
How can experiences be created and offered to customers (students)?
 
Chapter 3 Meaningful Experiences in Society ,[object Object],[object Object],[object Object],[object Object]
[object Object]
Chapter 4 The role of companies in giving meaning
Examples of Eatertainment “ No, I don’t want to go pay 12 dollars for a small crappy burger just so I can say I ate there but we can run in and get t-shirts.” –  My Brother every time we are on vacation Eatertainment is the best example of goods/service/entertainment all together.  Guests go in typically for dinner and leave with memories and souvenirs rtainment= Dinner show/movie themes/ jungle noises
 
Experience Economy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ to go beyond the function and compete on the basis of providing experience” - Sir Colin Marshall, Chairman, British Airways
the experience economy The New Paradigm for Brands Prepared by Heather White-Laird Executive Creative Producer, iCrossing
“ mass marketing is  dead ”  Alan Lafley, CEO of Proctor and Gamble
advertising can  no longer  exist  by  blasting messages  to an audience
prior to the internet it was a  people  to  people   world
there were  smiling  shoe salesmen
now the relationship is  digital
there were  kindly  bank tellers
now it’s all done  online
in just the  last two years,  there has been a  fundamental  shift   in how  we experience  the  world
people want  to be part  of a  community & brands  need  to participate  in  that  conversation
 
Joseph Pine and James Gilmore
once our basic  needs  are met…
We seek an emotional experience we seek an  emotional  experience
this doesn’t  satisfy  us anymore
it’s all about the  relationship
and instead of  this
we seek a financial  friend
a brand is not a place, it’s a  direction  John Gerzema, Chief Insights Officer, Young & Rubicam
 
for decades the mantra was always show the  product
always show the  product
or show someone famous with your  product
now product takes a back seat to  experience
 
 
service vs.  experience
 
 
A business model based on happiness
Do we really need more proof that we live in an  experience economy ?
Chip Conley told us about the development of his company Joie de Vivre Hospitality, with which he won the world’s ‘Experience Stager of the Year’ award in 2001. He creates niche boutique hotels dedicated to the adjectives described in a lifestyle representing magazine. Brands are mirrors! the whole corporate culture that he designs by working with, among others, ‘work climate surveys’ 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_worthwhile.html
Typical Business Cards?  No more!
Questions?
The Wise Old Man
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.  After waiting several hours in the retirement home lobby, he gently smiles as he is told that his room is ready.  His wife of 70 has recently died, and he is obliged to leave his home.
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 the enthusiasm 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. "
" That has nothing to do with it ", he replies.  "  It is already decided in my mind that I like my room.  It is a decision I take every morning when I wake up. "  "  Happiness is something I choose in advance.  Whether or not I like the room does not depend on the furniture, or the decor – rather it depends on how I decide to see it. "
"  I can choose.  I can spend my day in bed enumerating all the difficulties that I have with the parts of my body that no longer work very well, or I can get up and give thanks to heaven for those parts that are still in working order. "
"  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. "
So, my advice to you is to deposit all the happiness you can in your bank account of memories.  Thank you for your part in filling my account with happy memories, which I am still continuing to fill…
1. Free your heart from hate. 5. Expect less.  4. Give more. 3. Live simple. 2. Free your mind from worry. Remember these simple guidelines for happiness.
Niche Tourism 101 Jorge Colombo
SPECIAL INTEREST TOURISM
 
[object Object],[object Object]
 
Cultural ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Environmental ,[object Object],[object Object],[object Object],[object Object]
Rural ,[object Object],[object Object],[object Object],[object Object],[object Object]
Urban ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Others ,[object Object],[object Object],[object Object],[object Object],[object Object]
NIGHT VIEW OF BANGKOK
Principles of Ecotourism: ,[object Object],[object Object],[object Object],[object Object],[object Object]
Responsible Travel Myths ,[object Object],[object Object],[object Object],[object Object],[object Object]
Extreme Tourism ,[object Object]
Patagonian Desert
Canoe on the Amazon River
Rock Climbing in Pakistan
Fashion Tourism ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Champs Elysees, Paris
Milan Luxury Shopping Arcade, Italy
ARCHITECHURE ,[object Object]
Ginza, Tokyo

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Niche tourism lecture 5b

  • 1. The Experience Economy Presented by Aj Scott Smith Niche Tourism Lecture 5
  • 2.
  • 3. You have your choice. Choose either; 1. Assignment 5.5 page 69 of The Experience Economy OR 2. Assignment 6.9 page 165 of The Experience Economy OR 3. Airline Trends Prepare a 350-500 word paper and a 4-5 min PPT presentation outlining your thoughts. Due December 11 Individual Assignment (25% of final grade) Reaction Papers (3) 10% Minor assignment presentation 10% Done Major assignment report & presentation 25% Reaction Papers (3) 5% To Do Final Examination 50% 100%
  • 4.
  • 5.  
  • 8. “ The 3 rd side helps us go to the balcony” William Ury
  • 9.  
  • 10.
  • 11. Joseph Pine-Thomas Thijssen-Scott Smith 2 degrees of Separation ?
  • 12.  
  • 13.
  • 14.  
  • 15.  
  • 16.  
  • 17. 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 of affluence, the attention shifts from goods and services to experiences”.
  • 18.  
  • 19.
  • 20.  
  • 21.  
  • 22. It’s OK to disagree Asian Paradigm? GenY?
  • 23.
  • 24. Discussion (2 minutes) What is your personal definition of ‘experience’ ?
  • 25.
  • 26.
  • 27.
  • 28. How can experiences be created and offered to customers (students)?
  • 29.  
  • 30.
  • 31.
  • 32. Chapter 4 The role of companies in giving meaning
  • 33. Examples of Eatertainment “ No, I don’t want to go pay 12 dollars for a small crappy burger just so I can say I ate there but we can run in and get t-shirts.” – My Brother every time we are on vacation Eatertainment is the best example of goods/service/entertainment all together. Guests go in typically for dinner and leave with memories and souvenirs rtainment= Dinner show/movie themes/ jungle noises
  • 34.  
  • 35.
  • 36. the experience economy The New Paradigm for Brands Prepared by Heather White-Laird Executive Creative Producer, iCrossing
  • 37. “ mass marketing is dead ” Alan Lafley, CEO of Proctor and Gamble
  • 38. advertising can no longer exist by blasting messages to an audience
  • 39. prior to the internet it was a people to people world
  • 40. there were smiling shoe salesmen
  • 41. now the relationship is digital
  • 42. there were kindly bank tellers
  • 43. now it’s all done online
  • 44. in just the last two years, there has been a fundamental shift in how we experience the world
  • 45. people want to be part of a community & brands need to participate in that conversation
  • 46.  
  • 47. Joseph Pine and James Gilmore
  • 48. once our basic needs are met…
  • 49. We seek an emotional experience we seek an emotional experience
  • 50. this doesn’t satisfy us anymore
  • 51. it’s all about the relationship
  • 53. we seek a financial friend
  • 54. a brand is not a place, it’s a direction John Gerzema, Chief Insights Officer, Young & Rubicam
  • 55.  
  • 56. for decades the mantra was always show the product
  • 57. always show the product
  • 58. or show someone famous with your product
  • 59. now product takes a back seat to experience
  • 60.  
  • 61.  
  • 62. service vs. experience
  • 63.  
  • 64.  
  • 65. A business model based on happiness
  • 66. Do we really need more proof that we live in an experience economy ?
  • 67. Chip Conley told us about the development of his company Joie de Vivre Hospitality, with which he won the world’s ‘Experience Stager of the Year’ award in 2001. He creates niche boutique hotels dedicated to the adjectives described in a lifestyle representing magazine. Brands are mirrors! the whole corporate culture that he designs by working with, among others, ‘work climate surveys’ 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_worthwhile.html
  • 71. 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. After waiting several hours in the retirement home lobby, he gently smiles as he is told that his room is ready. His wife of 70 has recently died, and he is obliged to leave his home.
  • 72. 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 the enthusiasm 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. "
  • 73. " That has nothing to do with it ", he replies. "  It is already decided in my mind that I like my room. It is a decision I take every morning when I wake up. " " Happiness is something I choose in advance. Whether or not I like the room does not depend on the furniture, or the decor – rather it depends on how I decide to see it. "
  • 74. "  I can choose. I can spend my day in bed enumerating all the difficulties that I have with the parts of my body that no longer work very well, or I can get up and give thanks to heaven for those parts that are still in working order. "
  • 75. "  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. "
  • 76. So, my advice to you is to deposit all the happiness you can in your bank account of memories. Thank you for your part in filling my account with happy memories, which I am still continuing to fill…
  • 77. 1. Free your heart from hate. 5. Expect less. 4. Give more. 3. Live simple. 2. Free your mind from worry. Remember these simple guidelines for happiness.
  • 78. Niche Tourism 101 Jorge Colombo
  • 80.  
  • 81.
  • 82.  
  • 83.
  • 84.
  • 85.
  • 86.
  • 87.
  • 88. NIGHT VIEW OF BANGKOK
  • 89.
  • 90.
  • 91.
  • 93. Canoe on the Amazon River
  • 94. Rock Climbing in Pakistan
  • 95.
  • 97. Milan Luxury Shopping Arcade, Italy
  • 98.

Editor's Notes

  1. Mass Tourism: Conventional tourism involving large numbers of tourists in staged setting Niche Tourism: Special Interests, culture, and/or activity-based tourism involving a small number of tourists in authentic settings