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Lidia ANDRADES, University of Extremadura
THE CULTURAL TOURIST'S EXPERIENCE; DEVELOPING CULTURAL TOURISM PRODUCTS; MANAGEMENT AND IMPLICATIONS
13rd July 2016, Cáceres - International Summer School Panel 1: Creativity and Innovation for Cultural and Tourism
Management in European Routes and Heritage Sites
Lidia ANDRADES, University of Extremadura
THINKING ABOUT….
Understanding tourists' longings and tourists’ expectations Cultural tourism experiences at destinations Key success factor when designing tourism products
Lidia ANDRADES, University of Extremadura
DESIGNING AND PROVIDING EXPERIENCES
The “cultural tourist experience” involves participation in touristic activities
within culturally important spaces at destinations, the meaning of these interactions, and the thoughts and
feelings the interactions arouse for tourists (Rhoden, 2010)
Lidia ANDRADES, University of Extremadura
DESIGNING AND PROVIDING PEAK EXPERIENCES
Who are our customers? What excite/motivate them?
What attributes of the service they look for? What is important for them?
Lidia ANDRADES, University of Extremadura
Tourists …
§ Demographic profile § Nationality § Residence area § Sex, Age, Family § Social class § Profession § Incomes § Qualification
§ Religion
Companies / Organizations: § Geographic location § Company size § Number of offices § Number of employees § Sector § Main providers and customers
Seasonality and tourist flows management
Lidia ANDRADES, University of Extremadura
Who/where is my target market?
Tourists’ psychographic profile: What tourists think of feel; lifestyles, motivations…
Mood of the World; Life & leisure; Personal Values;
Power Brand fundamentals; Social networks and influence;
Shopping behaviour and decisions; Beverages; Youth issues; Media and advertising;
Technology; Beauty; Automotive
Lidia ANDRADES, University of Extremadura
TOURIST ROLES WITHIN THE CONCEPTUAL CONTINUUM OF THE TOURIST EXPERIENCE
Lidia ANDRADES, University of Extremadura
Who are my potential customers?
Behavioural profile (Eurostyles, GFK):
Lidia ANDRADES, University of Extremadura
Lidia ANDRADES, University of Extremadura
Lidia ANDRADES, University of Extremadura
MARKET SEGMENTS ACCORDING TO THE EXPERIENCES THAT TOURISTS ARE SEEKING FOR
(Gnoth, J., 2012)
Fig.1ExperienceSegments
Consciousness
Activity
ExistentialAuthenticity
Role-Authenticity
ExplorationRecreation
BEING
BECOMING
Lidia ANDRADES, University of Extremadura
DESIGNING AND PROVIDING EXPERIENCES
What is a memorable experience? § Anticipation § Pre-purchase / planning § Experience at the destination § Post-purchase
Value Co-creation: § Producers & tourist cooperate to co-create experiences
Who? Why? How?
When?
How is the acquisition process?
How is the consumption
process? What tells about
the destination after the visit? Where?
To whom?
Tourists
Lidia ANDRADES, University of Extremadura
DESIGNING AND PROVIDING EXPERIENCES
Ingredients?
Lidia ANDRADES, University of Extremadura
Cultural tourism (Rhoden et al, 2015):
Need for understanding the nature,
both tangible and intangible,
of the cultural tourism product
Lidia ANDRADES, University of Extremadura
Cultural tourism, categories (Smith, 2009)
Heritage tourism: castles; palaces; country houses; archaeological sites; monuments; architecture; museums; religious sites.
Urban cultural tourism: historic cities; regenerated industrial cities; waterfront developments; arts and heritage attractions; shopping; nightlife.
Rural cultural tourism: village tourism; agro or farm tourism; eco museums; cultural landscapes; national parks; wine trails.
Indigenous cultural tourism: hill tribe; desert; jungle rainforest or mountain trekking; tribal villages; visits to cultural centres; arts and crafts; cultural performances; festivals.
Lidia ANDRADES, University of Extremadura
Cultural tourism, categories (Smith, 2009)
Arts tourism: theatre; concerts; galleries; festivals, carnivals and events; literary sites.
Creative tourism: photography; painting; pottery; dance; cookery; crafts; creative industries.
Experiential cultural tourism: theme parks; themed restaurants; shopping malls; pop concerts; sporting event; film and TV location; celebrity-endorsed products.
Lidia ANDRADES, University of Extremadura
CREATIVITY AND DESIGN
Designing tourism products
Lidia ANDRADES, University of Extremadura
Lidia ANDRADES, University of Extremadura
THE STARTING POINT…
ü Tourism services and products that people would like to acquire / enjoy and pay for…
ü Available resources ü What is unique? Why? ü To turn resources into products
THE STARTING POINT…
ü Main challenges: Cultural tourism supply:
ü In your understanding, what is missing at the destination?
ü Envisioning a differentiated & an appealing supply
ü Strategic Marketing Plan: ü what is it about?
THE STARTING POINT…
Designing interactions: ü Between tourists at the destination ü Between tourists and tourism
service providers ü Between tourists and the
destination: the atmosphere….
Dinamizing the destination Gammification in tourism
Lidia ANDRADES, University of Extremadura
Ideas screening:
The process: 1. Describe the product, the target market, the main competitors
2. Forecast the size of the target market,
the price of our product, developing costs and time to the market,
production costs and margins
First: generating the maximum number of ideas Second: filter the best ones.
Developing cultural tourism products: stages
Lidia ANDRADES, University of Extremadura
Premises:
24
Optimizing the tourists’ experience Differentiation from our competitors
Economic sustainability Social Sustainability
Environmental sustainability
Developing cultural tourism products: stages
Lidia ANDRADES, University of Extremadura
TOURISTS’ INVOLVEMENT DETERMINANTS
• To participate and co-create their experience • To recommend • To re-visit the destination • Social bonds
Lidia ANDRADES, University of Extremadura
FLOW: THE PSYCHOLOGY OF OPTIMAL EXPERIENCE
Mihaly Csikszentmihalyi
University of Chicago
Positive phycology
He is noted for his work in the study of happiness and creativity, and best known as the architect of the notion of flow
Lidia ANDRADES, University of Extremadura
FLOW: THE PSYCHOLOGY OF OPTIMAL EXPERIENCE
Conclusions