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DELIVERING THE DESTINATION EXPERIENCE

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Presentation on theme: "DELIVERING THE DESTINATION EXPERIENCE"— Presentation transcript:

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


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