Delivering the Destination Experience slidedeck File

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
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