DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 DELIVERING THE DESTINATION EXPERIENCE ANNOUNCEMENT: Upcoming Events Monday, May 15 • Field Trip to Punkaharju Hotelli • 8am-5pm; travel by bus; lunch and coffee provided • Tour property; meet with Saimi Hoyer; provide feedback on what we see (from the perspective of what we’ve studied) Thursday, May 18 Final Exam Thursday, May 18 Sustainable Destination Marketing assignment (reports and presentation due to be submitted to MyCourses) by 23:59. Friday, May 19 Sustainable Destination Marketing Presentations and Peer Evals 2 SESSION 8 PREVIEW DELIVERING THE DESTINATION EXPERIENCE Creating experiences Providing quality Sustainable Destination Marketing Assignment DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 SESSION 8 PREVIEW DELIVERING THE DESTINATION EXPERIENCE Creating experiences DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 What is an experience? Experiences are private events that occur in response to some stimulation (as provided by marketing efforts before, during, and after purchase) • Experiences involve the entire living being • They often result from direct observation and/or participation in events (whether real, dreamlike, or virtual) • Experiences are induced Experiences • Destination marketers need to ask themselves what types of experiences they want to provide and how they can provide them with perpetually fresh appeal • Those experiences can be offered through the variety of marketing tools and every time the tourist makes contact with the destination Guest Experience Cycle A Complete Experience at Punkaharju Hotelli Pre-purchase experience Post-purchase experience Purchase and consumption experience Dimensions of Experience Sensory • Aesthetics and sensory qualities Affective • Moods and emotions Intellectual • Analytical and imaginative thinking Behavioral • Motor actions and behaviors Social • Relationships with others, self, groups and cultures The Experience Offered by Punkaharju Hotelli from the perspective of … Authentic Experiencers What makes it memorable? Where does it engage visitors intellectually? Where does it engage visitors actively? Where does it engage visitors’ senses? Where does it engage visitors relationally? Cultural Explorers Free Spirits Gentle Explorers Rejuvenators What would a GREAT EXPERIENCE at Punkaharju Hotelli look like from the perspective of … ? Authentic Experiencers Where would it be? What would it involve? How would it be staged? How would it be remembered? How would it be retold? Cultural Explorers Free Spirits Gentle Explorers Rejuvenators SESSION 8 PREVIEW DELIVERING THE DESTINATION EXPERIENCE Creating experiences Providing quality DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 Quality • Definitions of quality – Synonymous with excellence – A form of measurement, an amount of quality – “Eye of the Beholder” – Value-Based definition: Trade-off between quality & price • Higher quality has been found to yield 3 benefits – Commands higher prices – Increases market share – Yields truly brand-loyal customers • Tangible vs Intangible Products: Quality Differences – Services more difficult to define than quality of goods – Consumer’s skill, decisions and companions can affect perceptions of service quality Service Encounters • Every interaction between a service employee and customer is a service encounter • Service Scripts: encounters follow similar steps • “Moments of Truth” during which quality is judged • Customer expectations regarding service’s quality can come from: – – – – WOM Personal needs Past experiences Marketing communications “Gaps” Model of Service Quality Quality assurance in tourism services is a management challenge SERVQUAL: A Measure for Service Quality SERVQUAL Tangibles Reliability Responsiveness Assurance Empathy SESSION 7 PREVIEW DELIVERING THE DESTINATION EXPERIENCE Creating experiences Providing quality Sustainable Destination Marketing Assignment DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 Video link EQ Stories from the field -- Heritage Park, Historical Village, Calgary Alberta – https://youtu.be/2z3F6As9piQ?list=PL862495F318A32160 Sustainable Destination Marketing Teams Kesseli A Susanna Mitchell Oksana Ngo Tuan Raji Nazir Thuillier Anh Olatunji Sandrine Wei Xuelian Jakola Milla Nguyen Duc Hieu Sairanen Sanna Tapper Tuomas Xu Jiayang Lang Brigitte Garza Lagunas Carlos Arias Choi Fernandez Wing Yin C Carolina Lehtonen Jutta Nguyen Hieu Trung Salminen Joonas Nguyen Thi Thuy Linh Metsärant a Jenna Bonnal Manon D Mélodie Bui Thu Thao Lehtonen Tapani Nguyen Mai Khanh Uschanoff Tran Thuy Nguyen Annika Linh Quynh Thu Cohen Daniel Cros Simon Linero Amandin e Marie Nguyen Thi Hong Ngoc Tse Yu Hang B F Koponen Johanna Vo Tran Chi Dung Wang Min Na Comploi Alexia Wallin RiiaLeena 20
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