euroeco 2010 paal knutsson medhus
DESCRIPTION
Ecotourism and Experience Economy - presentation by Paal Knutsson Medhus at EuroEco 2010 - European Ecotourism Conference 26.- 30 of September in Pärnu, EstoniaTRANSCRIPT
Pål K. Medhus (NO)Certified Pine & Gilmore Experience Economy Expert #52LEO Expert of the year 2008 & 2009Certified Ecotourism Company 2008
Pål Knutsson Medhus, Høve Støtt as www.hovestott.noCertified Experience Economy
Pine & Gilmore Expert #52
28th of September 2010, Pärnu, Estonia
Pål Knutsson Medhus, Høve Støtt as www.hovestott.noCertified Experience Economy
Pine & Gilmore Expert #52
28th of September 2010, Pärnu, Estonia
What is the difference between a
service and an experience?
Pål Knutsson Medhus, Høve Støtt as www.hovestott.noCertified Experience Economy
Pine & Gilmore Expert #52
28th of September 2010, Pärnu, Estonia
Pål Knutsson Medhus, Høve Støtt as www.hovestott.noCertified Experience Economy
Pine & Gilmore Expert #52
Pine & Gilmore`s:Pine & Gilmore`s:
Experience EconomyExperience EconomyPart I: Progression of Economic Value
28th of September 2010, Pärnu, Estonia
Pål Knutsson Medhus, Høve Støtt as www.hovestott.noCertified Experience Economy
Pine & Gilmore Expert #52
28th of September 2010, Pärnu, Estonia
Pål Knutsson Medhus, Høve Støtt as www.hovestott.noCertified Experience Economy
Pine & Gilmore Expert #52
Make
GoodsGoods
CommoditiesCommodities
Extract
Deliver
ServicesServices
Stage
ExperiencesExperiences
Natural stuff
Tangible things
Intangible activities
Memorable events
Agrarian Economy
Industrial Economy
Serivce Economy
Experience Economy
Pine & Gilmore 1999
Progression of Economic Value
28th of September 2010, Pärnu, Estonia
Pål Knutsson Medhus, Høve Støtt as www.hovestott.noCertified Experience Economy
Pine & Gilmore Expert #52
28th of September 2010, Pärnu, Estonia
Pål Knutsson Medhus, Høve Støtt as www.hovestott.noCertified Experience Economy
Pine & Gilmore Expert #52
Make
GoodsGoods
CommoditiesCommodities
Extract
Deliver
ServicesServices
Stage
ExperiencesExperiences
Guide
TransformationsTransformations
Customization
Customization
Customization
Commoditization
Commoditization
Commoditization
Progression of Economic Value28th of September 2010, Pärnu, Estonia
Pål Knutsson Medhus, Høve Støtt as www.hovestott.noCertified Experience Economy
Pine & Gilmore Expert #52
Progression of Economic Value
Commodities
Goods
Services
Experiences
?
28th of September 2010, Pärnu, Estonia
Pål Knutsson Medhus, Høve Støtt as www.hovestott.noCertified Experience Economy
Pine & Gilmore Expert #52
Economic Changes
Commodity
Service
Good
Experience
Economic output
Business imperative
Supply
Consumer sensibility
Control
Improve
Render
Availability
Costs
Quality
Authenticity
© 2002 Strategic Horizons LLP
28th of September 2010, Pärnu, Estonia
ActivePassive
Absorption
Immersion
Entertainment Educational
EscapistEsthetic
Four Experiential Realms
Pål Knutsson Medhus, Høve Støtt as www.hovestott.noCertified Experience Economy
Pine & Gilmore Expert #52
28th of September 2010, Pärnu, Estonia
Educational
Escapist
ActivePassive
Absorption
Immersion
Esthetic
Four Experiential Realms
What can be done to make the experience
more fun and enjoyable?
Pål Knutsson Medhus, Høve Støtt as www.hovestott.noCertified Experience Economy
Pine & Gilmore Expert #52
28th of September 2010, Pärnu, Estonia
Escapist
ActivePassive
Absorption
Immersion
Esthetic
Four Experiential Realms
What can be done to make the experience
more fun and enjoyable?
What do you want guests to learn from
exploring new activities?
Pål Knutsson Medhus, Høve Støtt as www.hovestott.noCertified Experience Economy
Pine & Gilmore Expert #52
28th of September 2010, Pärnu, Estonia
ActivePassive
Absorption
Immersion
Esthetic
Four Experiential Realms
What can be done to make the experience
more fun and enjoyable?
What do you want guests to learn from
exploring new activities?
How can you transport guests from one sense of reality to another?
Pål Knutsson Medhus, Høve Støtt as www.hovestott.noCertified Experience Economy
Pine & Gilmore Expert #52
28th of September 2010, Pärnu, Estonia
ActivePassive
Absorption
Immersion
What can be done to make the experience
more fun and enjoyable?
What do you want guests to learn from
exploring new activities?
How can you transport guests from one sense of reality to another?
What can be done to make guests want to
hang out and just be?
ENJOY? LEARN?
BE? GO?
Four Experiential Realms
Pål Knutsson Medhus, Høve Støtt as www.hovestott.noCertified Experience Economy
Pine & Gilmore Expert #52
28th of September 2010, Pärnu, Estonia
Absorption
Immersion
Entertainment Educational
EscapistEsthetic
Lift Lesson
Lounging Locale
Four Quintessential Elements
ActivePassive
Pål Knutsson Medhus, Høve Støtt as www.hovestott.noCertified Experience Economy
Pine & Gilmore Expert #52
28th of September 2010, Pärnu, Estonia
From __________ to __________
Achieving Aspirations
Pål Knutsson Medhus, Høve Støtt as www.hovestott.noCertified Experience Economy
Pine & Gilmore Expert #52
28th of September 2010, Pärnu, Estonia
Diagnosis Follow throughExperience(s)
Transformation Phases
Pål Knutsson Medhus, Høve Støtt as www.hovestott.noCertified Experience Economy
Pine & Gilmore Expert #52
28th of September 2010, Pärnu, Estonia
Services
Goods
CommoditiesNoise
Knowledge
Data
Information
Transformation Wisdom
Experiences
Pål Knutsson Medhus, Høve Støtt as www.hovestott.noCertified Experience Economy
Pine & Gilmore Expert #52
Intelligence Hierarchy
28th of September 2010, Pärnu, Estonia
Pål Knutsson Medhus, Høve Støtt as www.hovestott.noCertified Experience Economy
Pine & Gilmore Expert #52
Experience Pyramid – Factors Contributing to the Experience
Examination from two perspectives:
1 ) Meaningfulness criteria• product elements• factors contributing to the customer’s experience
2) Levels of experience• customer experiences• building an experience
2
1
28th of September 2010, Pärnu, Estonia
Pål Knutsson Medhus, Høve Støtt as www.hovestott.noCertified Experience Economy
Pine & Gilmore Expert #52
The Experience Pyramid
LEO Finland, Sanna Tarsannen
28th of September 2010, Pärnu, Estonia
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wordpress: medhusgutenPhone: +47 97 53 43 33
Facebook: Pål K. Medhus
www.hovestott.no
28th of September 2010, Pärnu, Estonia