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Page 1: Strategies for Creating Unique Packages for Tourists--OK ... · 5/16/2017  · Strategies for Creating Unique Packages The experience is made up of many separate pieces Collect these,

StrategiesforCreatingUniquePackagesforTourists

OklahomaConferenceonTourism

May16,2017

StacyTomas,PhD

SchoolofHotelandRestaurantAdministration

OklahomaStateUniversity

Page 2: Strategies for Creating Unique Packages for Tourists--OK ... · 5/16/2017  · Strategies for Creating Unique Packages The experience is made up of many separate pieces Collect these,

EmergingTravelTrends

• CultureandContent• Self-improvement• Sanctuaryforthesenses

• StreelLevelCulture• Smalllocaleventswheretheycanblendin

• BourgeoisieBohemians• Intrinsicvaluesandcontent• Uniqueexperiences

Page 3: Strategies for Creating Unique Packages for Tourists--OK ... · 5/16/2017  · Strategies for Creating Unique Packages The experience is made up of many separate pieces Collect these,

Millennials

Convenience,onlineoptions

Lookingforculturalimmersionthroughcuisine,localhotspots

Lookingforauthenticexperiences

User-generatedcontent

Willbethelargesttravelmarketinthenextseveralyears

Page 4: Strategies for Creating Unique Packages for Tourists--OK ... · 5/16/2017  · Strategies for Creating Unique Packages The experience is made up of many separate pieces Collect these,

ExperientialTravelandtheSearchfortheAuthentic

Connectingtothehistory,peopleandcultureofadestination

Customizedlocalexperiences

Offthebeatentrack

New,Local,Authentic

Learnsomethingnew

Learnsomethingaboutthemselves

Page 5: Strategies for Creating Unique Packages for Tourists--OK ... · 5/16/2017  · Strategies for Creating Unique Packages The experience is made up of many separate pieces Collect these,

MobilePhotography

Lookingtoshareexperiences

Documentingmemoriesaretheyareoccurring

HighlightlocationsthatarephotoworthyIconicandunique

Createauniquehashtag

Page 6: Strategies for Creating Unique Packages for Tourists--OK ... · 5/16/2017  · Strategies for Creating Unique Packages The experience is made up of many separate pieces Collect these,

FoodTourism

Notjustdiningout

Cookingcourses,farmtours,tastingsessions,farmersmarkets,winerytours

Foodandcultureareconnected

Foodtellsthestoryofaplace

Page 7: Strategies for Creating Unique Packages for Tourists--OK ... · 5/16/2017  · Strategies for Creating Unique Packages The experience is made up of many separate pieces Collect these,

PetFriendlyTravel

Furbabiesarepartofthefamily

OverhalfofallUSdogownersnowtravelwiththeirpets

Importantforadrive-instatelikeOklahoma

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Staycations

Importantforadrive-instatelikeOklahoma

Lessmoney,timeofffromwork

Lessplanning,lessstress

Distancedoesnotequalfun

Offertipsforapersonalizedstaycationplan

Page 9: Strategies for Creating Unique Packages for Tourists--OK ... · 5/16/2017  · Strategies for Creating Unique Packages The experience is made up of many separate pieces Collect these,

StrategiesforCreatingUniquePackages

TheexperienceismadeupofmanyseparatepiecesCollectthese,combinetheseandmakeiteasy!

Dotheworkforthevisitor

Considertheneedsforpeopleto:EatSleepShopLearnHavefun

Specialconsiderationsforfamilies,specialoccasions,etc.

Page 10: Strategies for Creating Unique Packages for Tourists--OK ... · 5/16/2017  · Strategies for Creating Unique Packages The experience is made up of many separate pieces Collect these,

EmotionalRewardsofGreatPackages

Socialinteraction

Activeparticipation

Comfortablesurroundings

Challenging,new,orunusualexperiences

Opportunitiestolearn

Asenseofdoingsomethingworthwhile

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CollaborationisKey!

Businessesinsmalltourismtownsneedeachother.Togethertheymaketheirtownaviabledestinationforvisitors.Andtogetherthey

canhelpvisitorsfeelmoreconnectedtothetown.

Page 12: Strategies for Creating Unique Packages for Tourists--OK ... · 5/16/2017  · Strategies for Creating Unique Packages The experience is made up of many separate pieces Collect these,

TouristsDon’tKnowCountyLines

Theregionisthedestination.

Worktocreatetheentiretourismexperienceorthetourism“package”.

Similarbusinessesornearbycommunitiesarenotcompetition,theyarepartofyourtourismproduct!

Themorethereistodo,themoreappealingaplacebecomes.

Tourism is community based and regional in structure

Page 13: Strategies for Creating Unique Packages for Tourists--OK ... · 5/16/2017  · Strategies for Creating Unique Packages The experience is made up of many separate pieces Collect these,

OpportunitiesforPartnerships/Collaboration

Home

5.Tripchainingpattern

4.Regionaltourpattern

3.Basecamppattern

2.Enroutepattern

1.Singledestinationpattern

* Adapted from Lue, Crompton, & Fesenmaier, 1993

Page 14: Strategies for Creating Unique Packages for Tourists--OK ... · 5/16/2017  · Strategies for Creating Unique Packages The experience is made up of many separate pieces Collect these,

BenefitsofMultidestinationTravelforTourists

Multiple-benefitseeking

Diversityofpreferences

Riskanduncertaintyreduction

Economicrationalism

Visitingfriendsandrelatives

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BenefitsofCollaborationforBusinesses

Regionalattractions(primaryandrural)canbenefitfromeachother

CumulativeAttractionMorebusinessiflocatedwithinreasonableproximitySidetrips=moreattractiveoptions

OpportunitiesforcooperativemarketingandpartnershipsStretchyourbudget

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Page 17: Strategies for Creating Unique Packages for Tourists--OK ... · 5/16/2017  · Strategies for Creating Unique Packages The experience is made up of many separate pieces Collect these,

UsingSTORIEStocreatetheEXPERIENCE!

Destinationbrandscanbebuiltaroundstorieswhoyouare,youruniquehistory=mosteffective

Storiesprovide:PersonalizationContextCommonGround-ConnectionBrandIntersectionsIncreasedRelevanceFutureChapters

Page 18: Strategies for Creating Unique Packages for Tourists--OK ... · 5/16/2017  · Strategies for Creating Unique Packages The experience is made up of many separate pieces Collect these,

WhatareStories?

StoriesareValueStatements

Storiescanbesharedorally,written,photos,plays/movies,internet…

Storiescanbecommunicatedviapeople,ads,products,services,symbols…

Sole & Gray-Wilson (1999, p.6)

Page 19: Strategies for Creating Unique Packages for Tourists--OK ... · 5/16/2017  · Strategies for Creating Unique Packages The experience is made up of many separate pieces Collect these,

WhyUseStories?

Storytelling=oldest,mostpowerfulmodesofcommunication

Storytellingdonewell=persuasion

Storiesconnectwithvisitorsonemotionallevel

Tiesdestination&visitorclosertogetherBrandcommunitythroughsharedstories

Visitorsgainmeaningfromgoodstories

Storiesstayinvisitor’smemorylongerEasilyshared/retoldtoothers

Mossberg & Johansen (2006)

Page 20: Strategies for Creating Unique Packages for Tourists--OK ... · 5/16/2017  · Strategies for Creating Unique Packages The experience is made up of many separate pieces Collect these,

WhyUseStories?

WeboughtaChristmastree.

versus

Myhusband,2kids,andIwenttoHelmsChristmasTreeFarm.Wepickedoutourtreeandroastedmarshmallows.Theentirefamilyhadagreattime!

Whichstoryisbetter?

Page 21: Strategies for Creating Unique Packages for Tourists--OK ... · 5/16/2017  · Strategies for Creating Unique Packages The experience is made up of many separate pieces Collect these,

GoTellYourStory!

Thereisastoryineveryexperience

Listentowhatothersaresaying

Thinkaboutcurrenttrends&howyoufit

Tellanauthenticstory

Page 22: Strategies for Creating Unique Packages for Tourists--OK ... · 5/16/2017  · Strategies for Creating Unique Packages The experience is made up of many separate pieces Collect these,

6StoriestoTell…

Origin–Wheredidproduct/ideacomefrom?

Purpose–Whydoyoudowhatyoudo?

Vision–Whereareyougoing?

Education–Whatisimportantaboutyourdestinationorbusiness?

Ethics–Anytimesomeonewalksthewalkofwhattheyaredoing.

Connection–Howdoyouconnectwiththecommunity?

Page 23: Strategies for Creating Unique Packages for Tourists--OK ... · 5/16/2017  · Strategies for Creating Unique Packages The experience is made up of many separate pieces Collect these,

LetyourCustomersdotheTalking

• Sharetheirstories

• Sharetheirexperiences

• Knowwhatothersaresayingaboutyou!• www.TripAdvisor.com• Listen• Ask• GoogleAlerts

Page 24: Strategies for Creating Unique Packages for Tourists--OK ... · 5/16/2017  · Strategies for Creating Unique Packages The experience is made up of many separate pieces Collect these,

BottomLine-WhyUseStories?

StoriesMatter!

StoriesaretheExperience

Experiencesarewhatsetsyourdestinationapartfromothers

The Experience Economy, Pine & Gilmore (1999)

Page 25: Strategies for Creating Unique Packages for Tourists--OK ... · 5/16/2017  · Strategies for Creating Unique Packages The experience is made up of many separate pieces Collect these,

LocalCharacters?

Whoareyourbeststorytellers?

Canyouincorporatethemintoyourpackage?

Gotothemorbringthemtoyou

Page 26: Strategies for Creating Unique Packages for Tourists--OK ... · 5/16/2017  · Strategies for Creating Unique Packages The experience is made up of many separate pieces Collect these,

LocalFood

Whatvisitorscan’tgetbackhome

Holesinthewall,greasyspoons,momandpops?

Wherethelocalseat?

Progressivedinners?

Page 27: Strategies for Creating Unique Packages for Tourists--OK ... · 5/16/2017  · Strategies for Creating Unique Packages The experience is made up of many separate pieces Collect these,

FunandtheFiveSenses

Fivesensesynergy

NotjustwhatvisitorscanseeTasteSmellHearTouch

Page 28: Strategies for Creating Unique Packages for Tourists--OK ... · 5/16/2017  · Strategies for Creating Unique Packages The experience is made up of many separate pieces Collect these,

Don’tForgettheSouvenirs

Symbolsoftheexperience

Locallymade,unique

Images,postcards

Markers

Page 29: Strategies for Creating Unique Packages for Tourists--OK ... · 5/16/2017  · Strategies for Creating Unique Packages The experience is made up of many separate pieces Collect these,

BuildinthePhotoOps

Pointoutwherethegreatspotsare

Wheretocatchagreatsunset

Wheretoseethestars

Iconiclandmarks

Buildthemintoactivities

Page 30: Strategies for Creating Unique Packages for Tourists--OK ... · 5/16/2017  · Strategies for Creating Unique Packages The experience is made up of many separate pieces Collect these,

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

Page 31: Strategies for Creating Unique Packages for Tourists--OK ... · 5/16/2017  · Strategies for Creating Unique Packages The experience is made up of many separate pieces Collect these,

Source:MaryMulvey,CEOofEcotourismIreland

Page 32: Strategies for Creating Unique Packages for Tourists--OK ... · 5/16/2017  · Strategies for Creating Unique Packages The experience is made up of many separate pieces Collect these,

Source:MaryMulvey,CEOofEcotourismIreland

Page 33: Strategies for Creating Unique Packages for Tourists--OK ... · 5/16/2017  · Strategies for Creating Unique Packages The experience is made up of many separate pieces Collect these,

Source:MaryMulvey,CEOofEcotourismIreland

Page 34: Strategies for Creating Unique Packages for Tourists--OK ... · 5/16/2017  · Strategies for Creating Unique Packages The experience is made up of many separate pieces Collect these,

Source:MaryMulvey,CEOofEcotourismIreland

Page 35: Strategies for Creating Unique Packages for Tourists--OK ... · 5/16/2017  · Strategies for Creating Unique Packages The experience is made up of many separate pieces Collect these,

StrategiesforCreatingUniquePackagesforTourists

OklahomaConferenceonTourism

May16,2017

StacyTomas,PhD

SchoolofHotelandRestaurantAdministration

OklahomaStateUniversity


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