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StrategiesforCreatingUniquePackagesforTourists
OklahomaConferenceonTourism
May16,2017
StacyTomas,PhD
SchoolofHotelandRestaurantAdministration
OklahomaStateUniversity
EmergingTravelTrends
• CultureandContent• Self-improvement• Sanctuaryforthesenses
• StreelLevelCulture• Smalllocaleventswheretheycanblendin
• BourgeoisieBohemians• Intrinsicvaluesandcontent• Uniqueexperiences
Millennials
Convenience,onlineoptions
Lookingforculturalimmersionthroughcuisine,localhotspots
Lookingforauthenticexperiences
User-generatedcontent
Willbethelargesttravelmarketinthenextseveralyears
ExperientialTravelandtheSearchfortheAuthentic
Connectingtothehistory,peopleandcultureofadestination
Customizedlocalexperiences
Offthebeatentrack
New,Local,Authentic
Learnsomethingnew
Learnsomethingaboutthemselves
MobilePhotography
Lookingtoshareexperiences
Documentingmemoriesaretheyareoccurring
HighlightlocationsthatarephotoworthyIconicandunique
Createauniquehashtag
FoodTourism
Notjustdiningout
Cookingcourses,farmtours,tastingsessions,farmersmarkets,winerytours
Foodandcultureareconnected
Foodtellsthestoryofaplace
PetFriendlyTravel
Furbabiesarepartofthefamily
OverhalfofallUSdogownersnowtravelwiththeirpets
Importantforadrive-instatelikeOklahoma
Staycations
Importantforadrive-instatelikeOklahoma
Lessmoney,timeofffromwork
Lessplanning,lessstress
Distancedoesnotequalfun
Offertipsforapersonalizedstaycationplan
StrategiesforCreatingUniquePackages
TheexperienceismadeupofmanyseparatepiecesCollectthese,combinetheseandmakeiteasy!
Dotheworkforthevisitor
Considertheneedsforpeopleto:EatSleepShopLearnHavefun
Specialconsiderationsforfamilies,specialoccasions,etc.
EmotionalRewardsofGreatPackages
Socialinteraction
Activeparticipation
Comfortablesurroundings
Challenging,new,orunusualexperiences
Opportunitiestolearn
Asenseofdoingsomethingworthwhile
CollaborationisKey!
Businessesinsmalltourismtownsneedeachother.Togethertheymaketheirtownaviabledestinationforvisitors.Andtogetherthey
canhelpvisitorsfeelmoreconnectedtothetown.
TouristsDon’tKnowCountyLines
Theregionisthedestination.
Worktocreatetheentiretourismexperienceorthetourism“package”.
Similarbusinessesornearbycommunitiesarenotcompetition,theyarepartofyourtourismproduct!
Themorethereistodo,themoreappealingaplacebecomes.
Tourism is community based and regional in structure
OpportunitiesforPartnerships/Collaboration
Home
5.Tripchainingpattern
4.Regionaltourpattern
3.Basecamppattern
2.Enroutepattern
1.Singledestinationpattern
* Adapted from Lue, Crompton, & Fesenmaier, 1993
BenefitsofMultidestinationTravelforTourists
Multiple-benefitseeking
Diversityofpreferences
Riskanduncertaintyreduction
Economicrationalism
Visitingfriendsandrelatives
BenefitsofCollaborationforBusinesses
Regionalattractions(primaryandrural)canbenefitfromeachother
CumulativeAttractionMorebusinessiflocatedwithinreasonableproximitySidetrips=moreattractiveoptions
OpportunitiesforcooperativemarketingandpartnershipsStretchyourbudget
UsingSTORIEStocreatetheEXPERIENCE!
Destinationbrandscanbebuiltaroundstorieswhoyouare,youruniquehistory=mosteffective
Storiesprovide:PersonalizationContextCommonGround-ConnectionBrandIntersectionsIncreasedRelevanceFutureChapters
WhatareStories?
StoriesareValueStatements
Storiescanbesharedorally,written,photos,plays/movies,internet…
Storiescanbecommunicatedviapeople,ads,products,services,symbols…
Sole & Gray-Wilson (1999, p.6)
WhyUseStories?
Storytelling=oldest,mostpowerfulmodesofcommunication
Storytellingdonewell=persuasion
Storiesconnectwithvisitorsonemotionallevel
Tiesdestination&visitorclosertogetherBrandcommunitythroughsharedstories
Visitorsgainmeaningfromgoodstories
Storiesstayinvisitor’smemorylongerEasilyshared/retoldtoothers
Mossberg & Johansen (2006)
WhyUseStories?
WeboughtaChristmastree.
versus
Myhusband,2kids,andIwenttoHelmsChristmasTreeFarm.Wepickedoutourtreeandroastedmarshmallows.Theentirefamilyhadagreattime!
Whichstoryisbetter?
GoTellYourStory!
Thereisastoryineveryexperience
Listentowhatothersaresaying
Thinkaboutcurrenttrends&howyoufit
Tellanauthenticstory
6StoriestoTell…
Origin–Wheredidproduct/ideacomefrom?
Purpose–Whydoyoudowhatyoudo?
Vision–Whereareyougoing?
Education–Whatisimportantaboutyourdestinationorbusiness?
Ethics–Anytimesomeonewalksthewalkofwhattheyaredoing.
Connection–Howdoyouconnectwiththecommunity?
LetyourCustomersdotheTalking
• Sharetheirstories
• Sharetheirexperiences
• Knowwhatothersaresayingaboutyou!• www.TripAdvisor.com• Listen• Ask• GoogleAlerts
BottomLine-WhyUseStories?
StoriesMatter!
StoriesaretheExperience
Experiencesarewhatsetsyourdestinationapartfromothers
The Experience Economy, Pine & Gilmore (1999)
LocalCharacters?
Whoareyourbeststorytellers?
Canyouincorporatethemintoyourpackage?
Gotothemorbringthemtoyou
LocalFood
Whatvisitorscan’tgetbackhome
Holesinthewall,greasyspoons,momandpops?
Wherethelocalseat?
Progressivedinners?
FunandtheFiveSenses
Fivesensesynergy
NotjustwhatvisitorscanseeTasteSmellHearTouch
Don’tForgettheSouvenirs
Symbolsoftheexperience
Locallymade,unique
Images,postcards
Markers
BuildinthePhotoOps
Pointoutwherethegreatspotsare
Wheretocatchagreatsunset
Wheretoseethestars
Iconiclandmarks
Buildthemintoactivities
Top10Lists
Top10….Everything!1. Familyfriendlyactivities2. Outdooractivities3. Thingstodoonarainyday4. Funandfreethingstodo5. Foodsyoumusttry6. ThingstodoonaSaturday7. Soundstohear8. Photospots9. Interestingfacts10. Educationalopportunities
Whylistswork:1. Easytowrite2. Shortattentionspan3. Easytoread4. Canbereadinsegments5. Goodformatforphones6. Peopleenjoycategorizingandlisting7. Shareability8. Rangeofuse9. Condensedfacts10. Speedofinformation
Source:MaryMulvey,CEOofEcotourismIreland
Source:MaryMulvey,CEOofEcotourismIreland
Source:MaryMulvey,CEOofEcotourismIreland
Source:MaryMulvey,CEOofEcotourismIreland
StrategiesforCreatingUniquePackagesforTourists
OklahomaConferenceonTourism
May16,2017
StacyTomas,PhD
SchoolofHotelandRestaurantAdministration
OklahomaStateUniversity
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