This document summarizes a keynote speech by Dr. Nancy Arsenault on experiential tourism. She argues that experiences are the new currency in tourism and businesses must shift from focusing on infrastructure and assets to prioritizing customer engagement, personalization, and authentic connections. She provides examples of tourism operators who have innovated their offerings to focus more on experiences through activities like interactive exhibits, storytelling, and immersive cultural experiences. These operators have seen increased visitation, economic impacts, and competitive advantages compared to those who focus only on physical assets. Dr. Arsenault concludes that all tourism players have a role to play in collaboratively creating memorable experiences for visitors.
Crowdfunding For the Arts, Cultural and Heritage SectorsSian Jamieson
‘It was the revolutionary fundraising model that swept Barack Obama to power – and it could help arts bodies in Britain stay in business.’
Are you constantly looking for the right funding route but coming up empty handed? Are you looking for alternative routes to fund your project that doesn’t rely on public bodies? Would you like to start engaging people with your project now? Crowdfunding could be your answer.
Crowdfunding is a modern, online and interactive way to raise funds directly from the public – or the Crowd – for your projects and activities. With the advent of Crowdfunding we can now turn our audiences into supporters and funders, by collecting multiple small donations online and offering unique incentives to encourage giving, not only can you raise funds to get your project of the ground but you can start to build a ‘buzz’ around it before hand.
The Ultimate Guide To Nonprofit Storytelling (30+ Tips)Donorbox
For as long as humans have been on the planet, we have used stories to tell our experiences and document history.
Learn what it takes to create a culture of storytelling at your nonprofit so your team can spot great stories.
2007 Scottish Tourism Society Annual Conference. Slides to accompany the keynote address by Nancy Arsenault on creating a learning destination on a federal heritage site.
Community-Driven Fundraising by Noah Barnett #18NTCCauseVox
Learn more about community-driven fundraising at https://www.causevox.com
The world you fundraise in has fundamentally shifted—your supporters are hyper-connected, live inside personal feeds, and are continually ambushed with messages vying for their attention. These shifts have made it challenging to cultivate donor relationships and reach new donors.
However, many organizations are thriving within our new reality by rethinking how they approach fundraising and adopting a new playbook: community-driven fundraising.
In this session, we’ll show you exactly how you can too by highlighting how leaders at arts, animal, and advocacy to cancer, crisis relief, and community-service nonprofits are successfully leveraging peer-to-peer initiatives to strengthen donor relationships and reach new donors.
Learning Objectives:
*Why peer-to-peer is not a tactic but rather an approach you can incorporate into fundraising efforts all year
*Different types of peer-to-peer initiatives and how to effectively plan and coordinate into your fundraising plan
*How to activate and rally your supporters to advocate for your cause, helping you reach new donors
Emma Jones - Community and Events Regional Manager
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
STORY+AUDIENCE: A Practical Workshop for FilmmakersAnnelise Larson
This presentation discusses why story and audience need to be developed at the same time to find long term success in the current (& future) media ecosystem. It also outlines a practical approach over the lifecycle of a film for creative inspiration, discoverability, and fandom growth and engagement. This also includes a few select indie film case studies and an overview of some tools to help you get started.
Crowdfunding For the Arts, Cultural and Heritage SectorsSian Jamieson
‘It was the revolutionary fundraising model that swept Barack Obama to power – and it could help arts bodies in Britain stay in business.’
Are you constantly looking for the right funding route but coming up empty handed? Are you looking for alternative routes to fund your project that doesn’t rely on public bodies? Would you like to start engaging people with your project now? Crowdfunding could be your answer.
Crowdfunding is a modern, online and interactive way to raise funds directly from the public – or the Crowd – for your projects and activities. With the advent of Crowdfunding we can now turn our audiences into supporters and funders, by collecting multiple small donations online and offering unique incentives to encourage giving, not only can you raise funds to get your project of the ground but you can start to build a ‘buzz’ around it before hand.
The Ultimate Guide To Nonprofit Storytelling (30+ Tips)Donorbox
For as long as humans have been on the planet, we have used stories to tell our experiences and document history.
Learn what it takes to create a culture of storytelling at your nonprofit so your team can spot great stories.
2007 Scottish Tourism Society Annual Conference. Slides to accompany the keynote address by Nancy Arsenault on creating a learning destination on a federal heritage site.
Community-Driven Fundraising by Noah Barnett #18NTCCauseVox
Learn more about community-driven fundraising at https://www.causevox.com
The world you fundraise in has fundamentally shifted—your supporters are hyper-connected, live inside personal feeds, and are continually ambushed with messages vying for their attention. These shifts have made it challenging to cultivate donor relationships and reach new donors.
However, many organizations are thriving within our new reality by rethinking how they approach fundraising and adopting a new playbook: community-driven fundraising.
In this session, we’ll show you exactly how you can too by highlighting how leaders at arts, animal, and advocacy to cancer, crisis relief, and community-service nonprofits are successfully leveraging peer-to-peer initiatives to strengthen donor relationships and reach new donors.
Learning Objectives:
*Why peer-to-peer is not a tactic but rather an approach you can incorporate into fundraising efforts all year
*Different types of peer-to-peer initiatives and how to effectively plan and coordinate into your fundraising plan
*How to activate and rally your supporters to advocate for your cause, helping you reach new donors
Emma Jones - Community and Events Regional Manager
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
STORY+AUDIENCE: A Practical Workshop for FilmmakersAnnelise Larson
This presentation discusses why story and audience need to be developed at the same time to find long term success in the current (& future) media ecosystem. It also outlines a practical approach over the lifecycle of a film for creative inspiration, discoverability, and fandom growth and engagement. This also includes a few select indie film case studies and an overview of some tools to help you get started.
My keynote address delivered at the Nova Scotia Innovation Days, 29 April 2014.
The experience. It’s all a rage in marketing, product development, organizational change, but what does it really mean? For over a decade now we have heard that managing the experience is the next competitive battlefield and a choice for businesses to differentiate and add value. To succeed in the new Visitor Economy truly requires understanding your customers and potentially having the courage to change how you do business. Its an opportunity, a choice, and it applies to any type of business or organization.
A Tension Seeker: Brand Strategy PortfolioMary Ergul
Brand strategist Mary Ergul shows how she contextualizes business problems through a human lens by finding juicy tensions to inspire creatives and makers. This portfolio has cases from IQ Agency and Miami Ad School.
Mind the Map: A Nordic take on the Customer Journey and ExperienceOttoboni Helsinki
Why is #customerjourney a hot topic? Why and how should companies map customer experiences? This eBook presents in detail why and how you are able to discover, research and map your customer journey. With multi-strategy methods and a lot of design thinking, this is a Nordic take on mapping experiences.
Professor Jennifer Aaker and venture capitalist David Hornik explore the importance of stories in fueling growth and innovation in your company as well as the role of stories in shaping how others view your brand
Launched early in 2017, the Growing Our Markets (GOM) project is an 18-month national program. Phase One was designed to establish Destination Garden Networks (DGN) in 10 communities across the country. It presented an opportunity for individual garden organizations and venues to continue do what they do well, then leverage and enhance that by working together with like- minded organizations. The initiative provided tools to enhance the appeal and sustainability of GOM participants through development of community-based garden experiences along with local, provincial, and national marketing synergies.
Phase Two of the program in the Fall 2017, focuses on helping garden organizations and venues develop new or enhanced garden experiences that have appeal to the tourist or visitor market. This phase also incorporates training on how to reach/attract appropriate visitor markets to grow tourism revenues at individual gardens and the within the community.
Property of Richard Innes, Brain Trust Marketing
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.
Canada is a leader in experiential travel and Destination Canada (formerly the Canadian Tourism Commission) has been a powerful supporter of the evolution and development of visitor experiences that raise the bar on value for the traveller, business, community and destination. Check out their toolkit, researched and authored by the Tourism Cafe Canada's Nancy Arsenault and Lesley Anderson.
My keynote address delivered at the Nova Scotia Innovation Days, 29 April 2014.
The experience. It’s all a rage in marketing, product development, organizational change, but what does it really mean? For over a decade now we have heard that managing the experience is the next competitive battlefield and a choice for businesses to differentiate and add value. To succeed in the new Visitor Economy truly requires understanding your customers and potentially having the courage to change how you do business. Its an opportunity, a choice, and it applies to any type of business or organization.
A Tension Seeker: Brand Strategy PortfolioMary Ergul
Brand strategist Mary Ergul shows how she contextualizes business problems through a human lens by finding juicy tensions to inspire creatives and makers. This portfolio has cases from IQ Agency and Miami Ad School.
Mind the Map: A Nordic take on the Customer Journey and ExperienceOttoboni Helsinki
Why is #customerjourney a hot topic? Why and how should companies map customer experiences? This eBook presents in detail why and how you are able to discover, research and map your customer journey. With multi-strategy methods and a lot of design thinking, this is a Nordic take on mapping experiences.
Professor Jennifer Aaker and venture capitalist David Hornik explore the importance of stories in fueling growth and innovation in your company as well as the role of stories in shaping how others view your brand
Launched early in 2017, the Growing Our Markets (GOM) project is an 18-month national program. Phase One was designed to establish Destination Garden Networks (DGN) in 10 communities across the country. It presented an opportunity for individual garden organizations and venues to continue do what they do well, then leverage and enhance that by working together with like- minded organizations. The initiative provided tools to enhance the appeal and sustainability of GOM participants through development of community-based garden experiences along with local, provincial, and national marketing synergies.
Phase Two of the program in the Fall 2017, focuses on helping garden organizations and venues develop new or enhanced garden experiences that have appeal to the tourist or visitor market. This phase also incorporates training on how to reach/attract appropriate visitor markets to grow tourism revenues at individual gardens and the within the community.
Property of Richard Innes, Brain Trust Marketing
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.
Canada is a leader in experiential travel and Destination Canada (formerly the Canadian Tourism Commission) has been a powerful supporter of the evolution and development of visitor experiences that raise the bar on value for the traveller, business, community and destination. Check out their toolkit, researched and authored by the Tourism Cafe Canada's Nancy Arsenault and Lesley Anderson.
British Columbia's Gold Rush Trail Workshop Series Presentation June 9 12, 2015Tourism Cafe Canada
This document provides the slides used in the June 9 - 12, 2015 workshop series on the BC Gold Rush Trail Project. It is provided for a review from those who attend, and to share with those unable to attend the focus of the workshop. Thanks go to the project sponsors: Heritage BC, the Cariboo Chilcotin Coast Tourism Association (CCCTA) and Destination British Columbia (DBC), New Pathways to Gold, Yale Historic Site, Cottonwood House Historic Site, the Village of Lillooet, and District of 100 Mile House. Through their collaboration, this project is able to continue on its journey to increasing the visitor appeal and opportunities along this historic trail in British Columbia.
Great Spirit Circle Trail: Canadian Signature Experiences Collection(R) Case ...Tourism Cafe Canada
Discover how the courage to shift your product development model to a programmatic, building block approach can radically change the opportunities for your business, community and the quality of the visitor experience. Join Kevin Eshkawkogan, Chief Executive Officer for Great Spirit Circle Trail as he shares insights on their company, experiential travel and their Canadian Signature Experience.
Prairie Gardens & Adventure Farm: A Travel Alberta SHiFT Case StudyTourism Cafe Canada
Tam Andersen is a unique entrepreneur, passionate about sustainable farming, cultivating partners and celebrating all things local. At the young age of 22, ‘Farmer Tam’ purchased Prairie Gardens, more than 25 acres of vegetable gardens
and later added (at age 32) another 3,000 acres of cropland. Located outside Bon Accord, 25 kilometres north of Edmonton, it was here where this young horticulturist planted the seeds of her own future.
It didn’t take long for Tam to realize that, although she could become a traditional farmer growing acres of food like everyone else, she’d be forever vulnerable to the whims of mother nature, rising equipment costs, the fickleness of food trends and the ever-growing threat of mega-stores offering less tasty (albeit cheaper) imported fruits and vegetables. Plus, a single-product crop means as a single revenue stream which itself is inherently risky.“Our farm had to be sustainable from the beginning because we had no safety net to fall back on and not a lot of capital to invest,” recalls Tam.
Enjoy reading the agri-tourism and community tourism development journey of an amazing lady with an amazing team!
CapeRace Cultural Adventures: Études de cas sur la Collection d’expériences ...Tourism Cafe Canada
Eco-Culture Experience: Montrer l’exemple
Comment gagner sa place dans les « 50 circuits à faire au moins une fois dans sa vie » du National Geographic quand on ne vend pas de circuits… du moins, pas de circuits traditionnels?
Ken Sooley, propriétaire-exploitant de CapeRace Cultural Adventures Inc., nous fait entrer dans son univers en nous présentant un nouveau concept qu’on pourrait appeler « l’encadrement sans encadrement ». Découvrez pourquoi son entreprise a été sélectionnée pour faire partie de la Collection d’expériences distinctives.
Ville historique de Barkerville: Études de cas sur la Collection d’expérience...Tourism Cafe Canada
Montrer l’exemple: Plongez dans un monde mystérieux et théâtral bâti sur la riche histoire de la ruée vers l’or en Colombie-Britannique. Découvrez comment un seul récit, enraciné dans son importance et son authenticité historiques, suffit pour donner vie à des expériences de voyage passionnantes qui éveillent l’intérêt des visiteurs. Barkerville s’est entourée d’une aura de nostalgie qui transcende les générations et qui a charmé un grand nombre de visiteurs fidèles. Le quartier chinois de Barkerville abrite l’une des plus grandes collections d’archives chinoises du Canada, autre témoin de l’incroyable histoire de ces gens venus de l’autre côté de la planète en quête de richesses.
James Douglas, directeur des expériences touristiques de Barkerville, et Dirk van Stralen, spécialiste en marketing et en communications, nous livrent leur réflexion sur leur approche du tourisme axé sur les expériences et sur leur récente adhésion au programme de la Collection d’expériences distinctives.
Barkerville Historic Town: Signature Experiences Collection® Case Study Series Tourism Cafe Canada
Leading by Example. Enter a world of intrigue and theatre built on the foundation of the rich history of British Columbia’s Gold Rush. Discover how a single story, rooted in its historical authenticity and importance, is all that is needed to set the stage and to script engaging visitor experiences that ignite people’s interest. Barkerville has created a sense of nostalgia that transcends generations and results in a very strong base of repeat visitation. Barkerville’s Chinatown has one of the largest Chinese archival collections in Canada that accompany the incredible story of people who travelled halfway around the world in search of their fortune.
Join James Douglas, Barkerville’s Visitor Experiences Manager, and Dirk van Stralen, Marketing and Communications Specialist, as they share insights about their approach to experiential travel and their recent membership in the Signature Experience Collection program.
Arctic Range Adventures: La route de glace jusqu’à TuktoyaktukTourism Cafe Canada
L'une des 10 études de cas sur les expériences distinctives de Destination Canada, Arctic Range Adventures a été sélectionnée pour être dans ce groupe de voyages expérientiels canadiens pour leur chemin de glace à Tuktoyaktuk. Découvrez ce que les voyages expérientiels signifient pour cette entreprise, ce qui rend une expérience de voyage mémorable, leurs invités idéaux, leurs partenaires clés, des conseils pour les autres qui souhaitent améliorer leur performance avec un voyage expérientiel.
Arctic Range Adventures Canadian Signature Experience Case StudyTourism Cafe Canada
One of 10 Destination Canada, Canadian Signature Experiences Case studies, Arctic Range Adventures was selected to be in this select group of Canadian travel experiences for their Ice Road to to Tuktoyaktuk (http://www.arcticrange.com/en/tour/arctic-winter-explorer-ice-road-tuktoyaktuk.html). Learn about what experiential travel means to this company, what makes a memorable travel experience, their ideal guests, key partners, tips for others who want to raise the bar with experiential travel.
Connecting Visitors to Hidden Gems - AB Rural Tourism Conference Feb 2415Tourism Cafe Canada
Every community has amazing people and a story to tell. We call these “Hidden Gems”; treasures that once identified and polished-up can enhance the visitor experience by truly connecting travellers to a destination.
From artisans to musicians, retired school teachers to story tellers, chefs to farmers - these people may never consider themselves to ‘be in the tourism industry’ but, when they are invited to share their passion with visitors, they are magical!
From a Dead-end to a Destination: A Synergy Louisbourg Community Tourism Case...Tourism Cafe Canada
This 9-page, Synergy Louisbourg Community Engagement Tourism Case Study provides readers with insight into the journey travelled by a small town in rural Nova Scotia to begin the shift towards a collaborative vision and direction for tourism. Complete with two businesses profiles (The Fortress of Louisbourg National Historic Site and the Point of View Suites' Beggars Banquet), this case study provides useful information for operators and community tourism developers alike.
The 2011 presentation at the Educational Travel Conference in Providence, Rhode Island. A look across Canada at the excellent companies and examples of how we are embracing this level level of opportunity. Canada has been a sponsor of this event, nationally and provincially for over a decade. Many of us gathered for the 25th anniversary of the ETC Conference.
Le lancement du développent des produits de Tourisme et Parcs Nouveau-BrunswickTourism Cafe Canada
Le client change… … nous aussi! Un discours thème livré le 29 avril 2009 pour Tourisme et Parcs Nouveau-Brunswick lors du lancement de la nouvelle stratégie-produit pour la province.
New Brunswick Tourism and Parks Product Development LaunchTourism Cafe Canada
The Customer is Changing - So Must We. A keynote address delivered 29 April 2009 for New Brunswick Tourism and Parks (Canada) to launch their new product strategy for the province.
A presentation to the British Columbia Tourism Education Consortium, Dec 2005 about Royal Roads University and their foray into tourism education and historic site management
Discover the wonders of the Wenatchee River with a variety of river tours in Monitor, WA. Whether you're seeking thrilling whitewater rafting, peaceful kayaking, family-friendly float trips, or scenic sunset cruises, there's something for everyone. Enjoy fishing, wildlife spotting, bird watching, and more in this beautiful natural setting, perfect for outdoor enthusiasts and families alike.
The Power of a Glamping Go-To-Market Accelerator Plan.pptxRezStream
Unlock the secrets to success with our comprehensive 8-Step Glamping Accelerator Go-To-Market Plan! Watch our FREE webinar, where you'll receive expert guidance and invaluable insights on every aspect of launching and growing your glamping business.
Discover Palmer, Puerto Rico, through an immersive cultural tour that unveils its rich history and vibrant traditions. Experience lively festivals, savor authentic cuisine, and explore local markets. Visit historical landmarks, museums, and stunning colonial architecture. Engage with friendly locals, enjoy live music, and hike scenic nature trails, all while participating in cultural workshops and discovering unique artisan crafts.
4 DAYS MASAI MARA WILDEBEEST MIGRATION SAFARI TOUR PACKAGE KENYABush Troop Safari
Join our 4-day Masai Mara Wildebeest Migration Safari in Kenya. Witness the incredible wildebeest migration, enjoy exciting game drives, and stay in comfortable lodges. Get up close and personal with one of nature's most amazing exhibits! Book Your Safari Today at - https://bushtroop-safaris.com/
During the coldest months, Italy transforms into a winter wonderland, providing visitors with a very unique experience. From the Settimana Bianca ski event to the lively Carnevale celebrations, Italy's winter festivities provide something for everyone. Enjoy hot cocoa, eat hearty comfort foods, and buy during winter deals. Explore the country's rich cultural past by participating in Settimana Bianca, and Carnevale, sipping hot chocolate, shopping during winter deals, and indulging in winter comfort foods. Visit our website https://timeforsicily.com/ for more information.
Its running cost is among the diverse vital aspects you must consider before buying an electric scooter. Calculate the cost of getting e-scooter charge for your regular usage to calculate its economic efficiency, similar to people who investigate the mileage of petrol or diesel-driven scooters.
How To Change Name On Volaris Ticket.pdfnamechange763
How to change name on Volaris ticket? This is one of the most common questions asked by travelers flying with Volaris Airlines. The mentioned details can help you with your name rectification on the airline ticket. If you are still facing difficulties call the consolidation desk at +1-800-865-1848.
Exploring Montreal's Artistic Heritage Top Art Galleries and Museums to VisitSpade & Palacio Tours
Montreal boasts a vibrant artistic heritage, showcased in its top art galleries and museums. From the expansive collections at the Montreal Museum of Fine Arts to the cutting-edge exhibits at the Musée d'art contemporain, discover the city's rich cultural landscape. Experience dynamic street art, indigenous works, and contemporary pieces, reflecting Montreal's diverse and innovative art scene.
LUXURY TRAVEL THE ULTIMATE TOKYO EXPERIENCE FROM SINGAPORE.pdfDiper Tour
Get off on the most luxurious Tokyo itinerary from Singapore. Experience Tokyo’s sophisticated modernism and rich tradition with first-class travel, sumptuous lodging, fine food, and special tours. Savor the finest that this energetic city has to offer for an experience that will never be forgotten.
How To Talk To a Live Person at American Airlinesflyn goo
This page by FlynGoo can become your ultimate guide to connecting with a live person at American Airlines. Have you ever felt lost in the automated maze of customer service menus? FlynGoo is here to rescue you from endless phone trees and automated responses. With just a click or a call to a specific number, we ensure you get the human touch you deserve. No more frustration, no more waiting on hold - we simplify the process, making your travel experience smoother and more enjoyable.
Antarctica- Icy wilderness of extremes and wondertahreemzahra82
In this presentation, we delve into the captivating realm of Antarctica, Earth's southernmost continent. This icy wilderness stands as a testament to extremes, with record-breaking cold temperatures and vast expanses of pristine ice. Antarctica's landscape is dominated by towering glaciers, colossal icebergs, and expansive ice shelves. Yet, amidst this frozen expanse, a rich tapestry of unique wildlife thrives, including penguins, seals, and seabirds, all finely attuned to survive in this harsh environment. Beyond its natural wonders, Antarctica also serves as a vital hub for scientific exploration, providing invaluable insights into climate change and the Earth's history
London Country Tours, the foremost travel partner offers customized Stonehenge tours from London coming with private tour guides and direct access to the inner circles. Visit: https://www.londoncountrytours.co.uk/tour/tours-to-stonehenge-oxford/
BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. Get information in this PDF and simplyfy your visa process.
Our Ooty honeymoon package from Chennai is a perfect escape for newlywed couples to celebrate their love and start their new life together. Our package offers a range of itineraries to cater to the diverse preferences of couples. From adventure activities to relaxing spa sessions, these packages are designed to provide the perfect balance between adventure and relaxation.
1. The E-Factor
Belfast,
Northern Ireland
5 March 2013
The Next Tourism
Frontier
Keynote Address By:
Dr. Nancy Arsenault, Managing Partner
We hope the information shared stimulates thinking that helps grow
your business or destination. Feel free to share the contents, but if
you extract slides for an alternative use, please credit the source:
Dr. Nancy Arsenault@ Tourism Cafe Canada. Thank you.
(c) 2013. Dr. Nancy Arsenault
The Experience Factor
• New visitor value
• New business opportunity
• Strengthens brand
• Host and community pride
• A response to growing demand
The customer
experience
... the next
competitive
battle ground
& new
currency.
It’s about the memories
2. (c) 2013. Dr. Nancy Arsenault
Success Requires
• A paradigm shift
• Leap of faith in the customer
• Truly putting the customer at the
heart of your operation
• Investing in innovation, creativity
and industry product & market
development
• Recognizing results take time,
not as quick as marketing
campaign
Shared-risk
Investment
Innovation
Collaboration
(c) 2013. Dr. Nancy Arsenault
We’re on a journey
The
Future
1999
As you are
3. •The customer seeking authenticity, engagement,
personalization & being in the conversation
•Internet creating a new playing field
•More product development insights
•Increased competition
•The Experience Economy and emerging field of
Customer Experience Management
•Growing demand
Influenced by: The
Future
1999
(c) 2013. Dr. Nancy Arsenault
• 85% experiential travel as important/extremely important
• 53% planned new experiential programs in 2012.
• Baby boomers have the ability to pay.
• Europe and South America are excelling
• Food/wine/culinary tours, historical and educational, art
and culture in demand USTOA, Dec 2011
There’s a growing demand
“Travellers have a desire for authentic experiences. They face
a lot of complexity in terms of finding these experiences,
putting them together and finding value.”
– Scott Nisbet, Globus
4. Seeing the sights is no longer enough.
Experiential travellers want to venture beyond the
beaten tourist paths and dive deeper into authentic,
local culture, connect with people in deep and
meaningful ways, and fulfill a desire to give back.
More than ever people are travelling their passions.
Joe Diaz, Afar Magazine (2009)
Signing Boat Guide Cowboy Poet Atl-Atl Throwers Female Cod Fisher
As businesses we must find ways to:
Engage visitors in a series of authentic,
memorable travel activities, revealed over time,
that engages the senses, are inherently personal
and make connections on a physical, emotional,
spiritual, intellectual or social level.
Photo Credit: Celes DavarPhoto Credit: GMIST Photo Credit: Experience PEI
Author: Nancy Arsenault 2004, evolved 2007.
5. (c) 2013. Dr. Nancy Arsenault
So let me ask you
... if you could
... would you
But we can’t
package and sell
what doesn’t exist
(c) 2013. Dr. Nancy Arsenault
Attractions: If you could, would you
•Have the courage to lead program innovation against the norm?
•Create ways to connect with niche traveller types?
•Charge £ 150pp /$300 CDN for a 3-hour experience for 4 people?
•Help generate revenues for community partners?
•Value getting LOTS of free media coverage?
The Halifax Citadel National Historic Site of Canada
6. (c) 2013. Dr. Nancy Arsenault
Soldier for a Day
understood different people are
willing to pay for different
experiences
http://www.pc.gc.ca/lhn-nhs/ns/halifax/visit/visit9/visit9d.aspx
The Halifax Citadel National Historic Site of Canada
(c) 2013. Dr. Nancy Arsenault
Hotels: If you could, would you
•Target your local community for your high-end property?
•Enjoy a permission database of 12,000 in your own city to invite
regularly to your hotel?
•Excite people in your own community to spend $$$ and choose to
stay over night?
•Develop brand aligned people & partners to deliver experiences to
your guests?
The Fairmont Empress,Victoria British Columbia
7. (c) 2013. Dr. Nancy Arsenault
Friends of the Empress Program
... reached an entire new market
that now enhances other markets
http://www.friendsoftheempress.ca/
The Fairmont Empress Hotel
(c) 2013. Dr. Nancy Arsenault
Local Tour Operator: If you could, would you
•Allocate 75% to product development; 25% to marketing?
•Define your ideal guest as: open minded people, seeking
enlightenment to build on?
•Shift from show and tell to engaging visitors with your people,
special places and stories?
•Find ways to respond to demand for groups or 12 to 400, but only
using locals from a community of 12,600?
Great Spirit CircleTrail, Manitoulin Island Ontario
8. (c) 2013. Dr. Nancy Arsenault
Great Spirit Circle Trail
Innovative Business Model
Built On
Program Modules
People and Experiences 1st
www.circletrail.com
(c) 2013. Dr. Nancy Arsenault
Fishermen: If you could, would you
Shediac Bay Cruises, New Brunswick
•Share your passion for the sea with visitors?
•Enjoy a new revenue stream from your boat?
•Take pride in showcasing a part of your history/culture to guests from
around the world?
•Hire people who share your passion and love telling stories?
Tranquility Cove Adventures, Prince Edward Island
9. (c) 2013. Dr. Nancy Arsenault
Non-traditional providers
abound
... fishermen, farmers,
artisans, artists, chefs ...
(c) 2013. Dr. Nancy Arsenault
Passionate Person: If you could, would you
•Forge on with a tourism idea when people think
you’re nuts?
•Build a 10-day pre-tourism season festival in a
town of 785 people?
•Try to grow the spring season to help all
businesses?
Trails,Tales &Tunes: Festival Norris Point Newfoundland Population: 785
10. (c) 2013. Dr. Nancy Arsenault
Every community has a
unique stories
and
authentic storytellers
... that are yours
(c) 2013. Dr. Nancy Arsenault
Each of these represent a
success story.
What do they have in
common?
11. They Use Experiences to Compete onValue
Value is the immunization factor. When there is no difference in value
people buy on price alone. Competing on value allows you to create a
‘be different’ strategy that your competitors will have difficulty copying.
Roy Osing. (2009). Be Different or be Dead
Credit: Inniskillin The CN Tower:Photo Credit: CTC
(c) 2013. Dr. Nancy Arsenault
They CHOOSE to Raise the Bar on:
•Engagement
•Personalization
•Connections
•Value ... for travellers
•Partnerships
•Collaboration
•Shared revenue
•Competitive positioning
•New business
12. A tale of two attractions
The First Attraction ...
13. New and right across from the other attraction
Beautiful repurposed heritage building
16. (c) 2013. Dr. Nancy Arsenault
One focused on
the physical
assets
The other on
emotional
engagement
Guess who’s
still in
business?
Infrastructure
Activities
Greater
Differentiation,
Emotion, &
Engagement
No to Low
Differentiation,
Emotion, &
Engagement
Competitive
Position
Pricing &
Profits
ROI
Physical
Engagement
Cost Based Pricing Value-Based Pricing
The First Attraction Focused on the “Stuff”
Programs
Framework: Lesley Anderson & Nancy Arsenault (2012)
17. The 2nd Put You In The Story
Infrastructure
Activities
Programs
Greater
Differentiation,
Emotion, &
Engagement
No to Low
Differentiation,
Emotion, &
Engagement
Competitive
Position
Pricing &
Profits
ROI
ROI + ROE
Emotional
Engagement
Physical
Engagement
Cost Based Pricing Value-Based Pricing
The 2nd Attraction
“Engaged Travellers IN the Story”
Framework: Lesley Anderson & Nancy Arsenault (2012)
Partnerships+&+Connec0ng+
to+People,+Place+&+Culture
Increased+Sales,+Brand+
Strength+&+Advocacy
18. RESULTS
• 451,120 visitors, 1/3 said this was the reason to visit
Victoria in 2007
• $30M/£15M economic impact
• Fabulous exhibit but the passenger manifest and the ‘ticket’
… were the ticket, to an impactful memorable experience
• I received my boarding pass and entered …I saw, I sampled, I
tried on, I touched, then … Discovered my fate on April 15th,
1912.
(c) 2013. Dr. Nancy Arsenault
(c) 2013. Dr. Nancy Arsenault
We All Have A Role To Play
Infrastructure
Activities
Programs
To create and
deliver on the
memories.
Creating Memories
(Operators)
Building Themes, Selling Dreams
(Enablers)
Promotions &
Media Relations
Destination
Development
ResearchMarket
Development
Collaborate
to Compete
Dare to be
Different
(c) 2013. Dr. Nancy Arsenault