the structure of tourism experience - lion-app · experience as ‘verb’ an experience is “a...
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The Tourism Experience and Mapping for Design
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Outline
Identifying the signifiers
1
2 of tourism experience
Defining tourism experience
3 Measuring tourism experience
4 Mapping tourism experience
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Defining experience
gettyimages.com
What is Experience?
“The aggregate and cumulative customer perception created during the process of learning about, acquiring and using a product or service” (Carbone&Haeckel 1994)
“..engage individual customers in a way that creates a memorable event” (Pine & Gilmore, 1999)
Experience…
Requires active Participation
Implies acquisition of knowledge and sensations
Creates emotional connections
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Reflects an overall
integration of a life time
Reflects an instantaneous
response to the environment
Reflects an evaluation of interaction
at an event or trip
Defining experience
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Experience as ‘noun’
• An emotional, spiritual, psychological, or
learning outcome (e.g., Schänzel & McIntosh, 2000)
• Epistemological perspective: accumulated
skills, familiarity to places, artefacts and
methods and constitutes our entire
empirical knowledge (Lash, 2006)
• Creating our ‘life world’ (Gelter 2006)
• A transformation process (e.g., Otto & Ritchie,
1996; Pine & Gilmore, 1999; Gupta & Vajic 2000)
• Ontological perspective: a cognitive
happening restricted in space and time /
phenomenological interaction with the
world (Lash, 2006)
• Creating our ‘lived experiences’ (Gelter
2006)
Experience as ‘verb’
An experience is “a mental journey that leaves the customer with memories of having
performed something special, having learned something or just having fun” (Sundbo &
Hagedorn-Rasmussen, 2008, p. 83).
Multiple perspectives
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Peak Tourism Experiences
Consumer Experiences
Daily Experiences
Contrast
Intensification
Extension
Contrast
Intensification
Extension
Differentiation
Interchangeability
Components of the tourism experience
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▪ Contrast to everyday experience▪ Strange, novelty seeking
▪ Intensification of everyday experience▪ Intensify self identity
▪ Extension of everyday experience▪ Preference brought from home
The tourism experience
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Generalizing vs. Pluralizing
– no “typical” tourism experience
The tourism experience
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Individuality
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Intensity
Tourism = Heightened Moments ?
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Intensity
Peak vs. Complement
What am I doing here? …freedom!!
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Temporality
Space & Time
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Tourism Experience
Planning
Travel to
On-SiteReturn Travel
Recollection
The tourism experience
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Tourism Experience Process
Emotions and experiences
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The experience formation process
Experiences are not about entertaining but rather
engaging the visitor to make meaning!
Tourism Experience Process
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Touchpoints – The Experience Value Chain
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Touchpoints – The Experience Value Chain
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Touchpoints – The Experience Value Chain
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Structuring emotions
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Emotions across a trip
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Structuring the tourist experience - Event Theory
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Blue printing – The basic tool guiding experience design
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Key questions in the mapping the trip experience
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Translating the story for impact
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Translating the story for impact
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Translating the story for impact
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Blue printing – Adding emotions and design elements
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Blue printing – Adding emotions and design elements
Joy
Anger
Etc.
Theme
Stories
Etc.
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Blue printing – Story boarding and developing strategy
Solutions
Solutions
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Discussion ???