Niche tourism lecture 5b


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Teching material from Ajarn Scott for TR6212 : Niche Tourism

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  • 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
  • Niche tourism lecture 5b

    1. 1. The Experience Economy Presented by Aj Scott Smith Niche Tourism Lecture 5
    2. 2. Housekeeping <ul><li>Thanks for the feedback </li></ul><ul><li>3 rd Reaction paper, Find a journal article that interests you and write a one page summary (demonstrate your understanding). The Experience Economy would be great, but you finding an article of interest to you is most important. </li></ul>
    3. 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. 4. Please <ul><li>Don’t Copy and Paste and Text (words) </li></ul>
    5. 6. Review
    6. 7. William Ury
    7. 8. “ The 3 rd side helps us go to the balcony” William Ury
    8. 10. <ul><li> </li></ul>
    9. 11. Joseph Pine-Thomas Thijssen-Scott Smith 2 degrees of Separation ?
    10. 13. Chapter 1- Introduction <ul><li>Key Points: </li></ul><ul><li>Coffee Progression </li></ul><ul><li>Progression of Economic Value </li></ul><ul><li>Kotler feels differently… </li></ul><ul><li>A new generation of the experience economy, co-creation. </li></ul><ul><li>Meaningful experiences </li></ul><ul><li>*Tips Read 1.4 and 1.5 </li></ul>
    11. 17. Pg2 “Their thesis is as soon as a country reaches a certain level of affluence, the attention shifts from goods and services to experiences”.
    12. 19. Chapter 2 Meaningful Experiences <ul><li>The Ultimate Experience </li></ul><ul><li>Motivation (Maslow) pg 25 </li></ul><ul><li>5 senses </li></ul><ul><li>6 Characteristics of a meaningful experience </li></ul><ul><li> *Tip-Read 2.1.4 and 2.2 </li></ul>
    13. 22. It’s OK to disagree Asian Paradigm? GenY?
    14. 23. Engagement Motivation <ul><li>Making numbers </li></ul><ul><li>Getting to the Top </li></ul><ul><li>Famous </li></ul><ul><li>Wealthy </li></ul><ul><li>Powerful </li></ul><ul><li>Others want what you’ve got </li></ul><ul><li>Others copy you </li></ul><ul><li>People offer you more for doing less </li></ul><ul><li>Good Health </li></ul><ul><li>Knowing my friends </li></ul><ul><li>Being Loved & Appreciated </li></ul><ul><li>Helping others </li></ul><ul><li>Green Issues </li></ul><ul><li>Safety and Harmony </li></ul><ul><li>Time and Money to do what I enjoy </li></ul><ul><li>Not having to worry about Money </li></ul>
    15. 24. Discussion (2 minutes) What is your personal definition of ‘experience’ ?
    16. 25. Discussion (2 minutes) <ul><li>What are the most significant personal experiences that have determined the course of your life? </li></ul>
    17. 26. Discussion (2 minutes) <ul><li>What are the most significant social experiences that you will never forget? </li></ul>
    18. 27. Discussion (2 minutes) <ul><li>What are the most significant experiences that you have paid for and will never forget? </li></ul>
    19. 28. How can experiences be created and offered to customers (students)?
    20. 30. Chapter 3 Meaningful Experiences in Society <ul><li>Context of giving meaning to things </li></ul><ul><li>Personal, Socio-cultural, Physical </li></ul><ul><li>Watersheds in Human existence pg 39 </li></ul><ul><li>Moens’ Fundamental Developments (Trends) </li></ul>
    21. 31. <ul><li>In your opinion what are the five most important developments currently taking place among young people? </li></ul>
    22. 32. Chapter 4 The role of companies in giving meaning
    23. 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
    24. 35. Experience Economy <ul><li>Wrap offerings with experiences for higher levels of differentiation and profit </li></ul><ul><li>Experiences on physical, emotional, intellectual or even spiritual levels </li></ul><ul><li>Experiences won’t be the same for any two people </li></ul><ul><li>Spreads beyond theatres and theme parks: </li></ul><ul><ul><li>Hard Rock Café, Planet Hollywood </li></ul></ul><ul><ul><li>Niketown </li></ul></ul><ul><ul><li>Geek Squad </li></ul></ul>“ to go beyond the function and compete on the basis of providing experience” - Sir Colin Marshall, Chairman, British Airways
    25. 36. the experience economy The New Paradigm for Brands Prepared by Heather White-Laird Executive Creative Producer, iCrossing
    26. 37. “ mass marketing is dead ” Alan Lafley, CEO of Proctor and Gamble
    27. 38. advertising can no longer exist by blasting messages to an audience
    28. 39. prior to the internet it was a people to people world
    29. 40. there were smiling shoe salesmen
    30. 41. now the relationship is digital
    31. 42. there were kindly bank tellers
    32. 43. now it’s all done online
    33. 44. in just the last two years, there has been a fundamental shift in how we experience the world
    34. 45. people want to be part of a community & brands need to participate in that conversation
    35. 47. Joseph Pine and James Gilmore
    36. 48. once our basic needs are met…
    37. 49. We seek an emotional experience we seek an emotional experience
    38. 50. this doesn’t satisfy us anymore
    39. 51. it’s all about the relationship
    40. 52. and instead of this
    41. 53. we seek a financial friend
    42. 54. a brand is not a place, it’s a direction John Gerzema, Chief Insights Officer, Young & Rubicam
    43. 56. for decades the mantra was always show the product
    44. 57. always show the product
    45. 58. or show someone famous with your product
    46. 59. now product takes a back seat to experience
    47. 62. service vs. experience
    48. 65. A business model based on happiness
    49. 66. Do we really need more proof that we live in an experience economy ?
    50. 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.
    51. 68. Typical Business Cards? No more!
    52. 69. Questions?
    53. 70. The Wise Old Man
    54. 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.
    55. 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. &quot; I like it very much&quot;, he says, with the enthusiasm of an 8 year old boy who has just been given a new puppy. &quot;Sir, you haven’t even seen the room yet, hang on a moment, we are almost there. &quot;
    56. 73. &quot; That has nothing to do with it &quot;, he replies. &quot;  It is already decided in my mind that I like my room. It is a decision I take every morning when I wake up. &quot; &quot; 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. &quot;
    57. 74. &quot;  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. &quot;
    58. 75. &quot;  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. &quot; &quot; Old age is like a bank account. You withdraw in later life what you have deposited along the way. &quot;
    59. 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…
    60. 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.
    61. 78. Niche Tourism 101 Jorge Colombo
    63. 81. <ul><li>Mass Tourism: Conventional tourism involving large numbers of tourists in staged settings </li></ul><ul><li>Niche Tourism: Special Interests, culture, and/or activity-based tourism involving a small number of tourists in authentic settings </li></ul>
    64. 83. Cultural <ul><li>Heritage </li></ul><ul><li>Tribal </li></ul><ul><li>Religious </li></ul><ul><li>Educational </li></ul><ul><li>Genealogy </li></ul><ul><li>Research </li></ul>
    65. 84. Environmental <ul><li>Nature and wildlife </li></ul><ul><li>Ecotourism </li></ul><ul><li>Adventure </li></ul><ul><li>Coastal </li></ul>
    66. 85. Rural <ul><li>Farms </li></ul><ul><li>Camping </li></ul><ul><li>Wine </li></ul><ul><li>Sport </li></ul><ul><li>Festivals and events </li></ul>
    67. 86. Urban <ul><li>Business </li></ul><ul><li>Conference </li></ul><ul><li>Exhibition </li></ul><ul><li>Sport </li></ul><ul><li>Gallery </li></ul><ul><li>Art </li></ul>
    68. 87. Others <ul><li>Photographic </li></ul><ul><li>Small Cruise </li></ul><ul><li>Volunteer </li></ul><ul><li>Youth </li></ul><ul><li>Transport </li></ul>
    70. 89. Principles of Ecotourism: <ul><li>Minimize impact. </li></ul><ul><li>Build environmental and cultural awareness and respect. </li></ul><ul><li>Provide positive experiences for both visitors and hosts. </li></ul><ul><li>Provide direct financial benefits for conservation. Provide financial benefits and empowerment for local people.  </li></ul><ul><li>Raise sensitivity to host countries' political, environmental, and social climate. </li></ul>
    71. 90. Responsible Travel Myths <ul><li>I have to sacrifice quality and luxury of accommodations. </li></ul><ul><li>It's expensive! </li></ul><ul><li>It's too difficult to be a responsible traveler. </li></ul><ul><li>It means traveling to tropical jungles. </li></ul><ul><li>It's for backpackers. </li></ul>
    72. 91. Extreme Tourism <ul><li>Extreme tourism or impact tourism is including a kind niche tourism clearance to the dangerous places (mountains, jungle, deserts, caves, etc.) or participation with into dangerous cases. </li></ul>
    73. 92. Patagonian Desert
    74. 93. Canoe on the Amazon River
    75. 94. Rock Climbing in Pakistan
    76. 95. Fashion Tourism <ul><li>Paris </li></ul><ul><li>Milan </li></ul><ul><li>New York </li></ul><ul><li>Tokyo </li></ul><ul><li>Shanghai </li></ul><ul><li>Sydney </li></ul>
    77. 96. Champs Elysees, Paris
    78. 97. Milan Luxury Shopping Arcade, Italy
    79. 98. ARCHITECHURE <ul><li>Chicago </li></ul>
    80. 99. Ginza, Tokyo