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Urban tourism paradigm
This document outlines a strategic framework for researching urban tourism. It discusses how tourism is based on seeking differences and escapes from daily routines. It then presents a framework that examines the customer side, including tourist typologies and motivations, and the experience side, focusing on the dimensions of entertainment, education, esthetics and escapism. It also looks at how the tourism medium can be offered through themes, customization and experience design. The goal is to better understand urban tourism and potentially change the experience paradigm.
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Urban tourism paradigm
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- 2. The Tourism Industry • Tourism is based on difference. • For tourists the visited places are “free” of work, services are supplied which free the consumer fromdaily burdens. • Tourism attractions are assumed to be unique, different from everyday environment.
- 3. Strategic Framework forUrban Tourism Research Experience and Behavior Patterns and Preferences Determinant of quality of experience Perceptions of Assets Impacts Environmental, Social and Economic Broad Governance/Policy Planning and Design (Including Infrastructure) Management (Destination and Place) Marketing and Communication Positive Outcomes Linkages Industry and Spatial Economic Contribution Positive Outcomes Best Practice Benchmarking Positive Outcomes TRENDS- MACRO TRENDS-MICRO URBAN TOURISM ASSETS
- 4. Needs and observations • Raising rate of urban tourists • People having a hard time choosing where, how and when to go • Tourists are subject to a double motive: Escape from routine and seek recreational opportunities (tension-reducing/arousal-seeking) • Customers motivations are often contradictory: Novelty (adventure) vs. familiarity (security)
- 5. Needs and observations-Motivations • Escape from a perceived mundane environment • Exploration and evaluation of self Relaxation • Prestige • Regression • Enhancement of kinship relationships • Facilitation of social interaction • Novelty • Education
- 6. The complexity oftourist behavior Includes high level of info. search Tourist choice Emotional significance Is influenced by other people Is long-term decision Depends on provider Has high level of insecurity due to intangibility Is highly involved (high commitment)
- 7. Framework Socio-psychological motivesDestination Influence Push Pull Customer Side • Typology • Motivation Experience Side • The 4Es Medium offering: • Flavor (Theme) • Customization • Design
- 8. Tourism Product AttractionEnjoyment Accommodation Food and Drink Events Transports Medium offering: • Flavor (Theme) • Customization • Design
- 9. Framework- Customer side(socio-psychological motives): Tourist typologies Tourist categories Type description • Plan their own trip • Live with locals • Immerse in culture The drifter Allocentrics Adventure seekers • Plan for themselves • Mix (not fully) to locals The explorer Psychocentrics Individualmass tourist • Seek packages but with some control Conservatives Organizedmass tourist • Seek fully planned packages
- 10. Framework- Customer side(IC needs): Pre-Consumption • Planning • Expectation Formation • Decision Making • Transactions • Anticipation Consumption • Connection • Navigation • Short Term • Decision Making • On-Site Transaction Post Consumption • Sharing • Documentatio n • External Memory • Re- Experiencing • Attachment Includes high level of info. search Tourist choice Emotional significance Is influenced by other people Is long-term decision Depends on provider Has high level of insecurity due to intangibility Is highly involved (high commitment)
- 11. Framework- Experience side: Entertainment Exp. Education Exp. Esthetic Exp. Escapist Exp. Absorption Immersion Passive Participation Active Participation
- 12. Framework- Experience dimensions • Sensory: Aesthetics and sensory qualities • Affective: Moods and emotions • Intellectual: Analytical and imaginative thinking Analytical and imaginative thinking • Behavioral: Motor actions and behaviors • Social: Relationships with others,self, groups and cultures
- 13. Framework- Medium offering • Theme the experience with 5 dimension of experience, considering customer typologies, e.g. !
- 14. Framework- Medium offering:Design & Customization • Since power has shifted to unique, mobile, demanding and empowered Consumers, good design involves the 5Cs. Cross-Channel Control Content Community Customization Something New!
- 15. Socio-psychological motives DestinationInfluence Push Pull Customer Side • Typology • Motivation Experience Side • The 4Es Medium offering: • Flavor (Theme) • Customization • Design Changing The Experience Paradigm! Something New!?