1. DELIVERING THE DESTINATION EXPERIENCE
DESTINATION MARKETING
SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14
DELIVERING THE DESTINATION EXPERIENCE
Welcome to Digital Marketing Strategies
Session 1: Course Overview and Direction
This is Dale Fodness

2. 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

3. DESTINATION EXPERIENCE
Animations used on this page
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

4. DESTINATION EXPERIENCE
Animations used on this page
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

5. 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

6. 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

7. Guest Experience Cycle

8. A Complete Experience at Punkaharju Hotelli
Pre-purchase experience
Purchase and consumption experience
Post-purchase experience

9. 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

10. The Experience Offered by Punkaharju Hotelli from the perspective of …
Authentic Experiencers
Cultural Explorers
Free Spirits
Gentle Explorers
Rejuvenators
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?

11. Authentic Experiencers
What would a GREAT EXPERIENCE at Punkaharju Hotelli look like from the perspective of … ?
Authentic Experiencers
Cultural Explorers
Free Spirits
Gentle Explorers
Rejuvenators
Where would it be?
What would it involve?
How would it be staged?
How would it be remembered?
How would it be retold?

12. DESTINATION EXPERIENCE
Animations used on this page
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

13. 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

14. 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

15. “Gaps” Model of Service Quality
Quality assurance in tourism services is a management challenge

16. SERVQUAL: A Measure for Service Quality

17. SERVQUAL
Tangibles
Reliability
Responsiveness
Assurance
Empathy

18. DESTINATION EXPERIENCE
Animations used on this page
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

19. Video link
EQ Stories from the field -- Heritage Park, Historical Village, Calgary Alberta

20. Sustainable Destination Marketing Teams
Kesseli Susanna
Mitchell Oksana
Ngo Tuan Anh
Raji Nazir Olatunji
Thuillier Sandrine
Wei Xuelian
Jakola Milla
Comploi Alexia B
Koponen Johanna
Nguyen Duc Hieu
Sairanen Sanna
Tapper Tuomas
Xu Jiayang
Lang Brigitte
Garza Lagunas Carlos C
Arias Fernandez Carolina
Choi Wing Yin
Lehtonen Jutta
Nguyen Hieu Trung
Salminen Joonas
Nguyen Thi Thuy Linh
Metsäranta Jenna D
Bonnal Manon Mélodie
Bui Thu Thao
Lehtonen Tapani
Nguyen Mai Khanh
Uschanoff Annika
Tran Thuy Linh
Nguyen Quynh Thu F
Cohen Daniel
Cros Simon
Linero Amandine Marie
Nguyen Thi Hong Ngoc
Tse Yu Hang
Vo Tran Chi Dung
Wang Min Na
Wallin Riia-Leena