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Experience Economy and Tourism

Lecture 1-3 of "Experience Economy in Travel & Tourism" at the University of Applied Sciences Vienna, Master Tourism Management, Martin Schobert, 2012

Schobert Martin

on 10 July 2013

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Transcript of Experience Economy and Tourism

Innovate Tactics.
Innovate Marketing.
Less is More.
7 Steps to Experience Design
Experience Economy. Lecture 1.
FH Wien I SS 12 - Master I M. Schobert.
Sell experiences, no replaceable products ...
Create a Storybook & Action Plan
Personas. Focus on People.
(cc) photo by Jakob Montrasio
Acting in an Experience Economy.
Innovate your Brand Strategy.
Innovate Product-Experience.
Strenghten Strengths.
Optimize Customer Journey
Tell stories.
Source: http://trendwatching.com/trends/offon.htm
Focus on Brand Touchpoints
From Content to Stories
From Campaigns to Context
From Ads to Experiences
From "One-" to "Many-to-Many"
Experience Pyramide
developed by LEO Finland ...
Touristic Product
essential benefit core product
additional services and auxiliary products
(cc) photo by medhead on Flickr
Brand. The summary of all experiences during the journey!
Service. This often are these intangible, magic moments.
Product. This is what travellers buy during the trip!
Who is our favorite visitor today?
Who are important guests?
Who shall be our most important
traveller in 5 years?
value added chain - suppliers view
just a great experience - travellers view
Source: Birgit Mager, Service Design Workshop 2010
Source: Birgit Mager, Service Design Workshop 2010
Source: Birgit Mager, Service Design Workshop 2010
Source: Pine II and Gilmore, 1999, page 22
Likeable, Linkable, Shareable.
Source: Justin Reid, Visit Britain, Head of Digital & Social Media, Eye for Travel Summit Prague 2010
Engage Visitors
as Brand Ambassadors
... can be considered as the successful production, assimilation, and exploitation of a new method or device in the socioeconomic sphere capable of providing solutions to as yet unsolved problems and of catering the needs of both clients and society."
(Green Paper on Innovation, European Community, 1995)
... creation of new products and services
... new production processes
... new markets
... new suppliers
... changes of the organisation or management systems
(Schumpeter, 1934)
Innovation & Tourism Sector
How to Innovate in Travel and Tourism?
Drive of Success in an Experience Economy?
Experience Design ...
... is a deliberate,
careful creation of a total
experience for an audiance.
The elements that
contribute to superior experiences
are knowable and reproduceable,
which makes them designable.
All experiences are important.

We can learn from them whether they are traditional, physical or offline experiences. Or wheter they are digital, mobile, social, in realtime or other technological experiences.
To define experiences
means search for its boundaries.

Most experiences have edges that define their start, middle & end.
Much like a story this helps us to differentiate meaning, pacing, completion. Without a conclusion people grow tired, confused. ..
Think of an experience as
requiring an attraction,
an engagement and a conclusion.
Attractions = cognitive, visual, auditory or a signal to all our senses.
Engagement = the experience itself, different to environment.
Conclusion = must provide a resolution in meaning or activity.
Experience PR
by Sofus Mitgaard, http://www.slideshare.net/sofusmidtgaard/customercentric-organizations-in-the-age-of-social-media
Full transcript