This presentation is six years old and still relevant. The impact of the shift from push to pull marketing is only now being understood and evidence for the deep impact of customer power becoming clear.

1. Collaborating to Compete Making IT Work for British Columbia Tourism Industry Conference Kamloops, February 2003 Anna Pollock CEO, DestiCorp Limited

2. My Story Change forces New Roles New Approaches New Tools Destination as Community Destination as Experience as defined by the customer! Customer Technology

10. What Kind of Economy is it? Added-value marketing Customer care people management Resource Economy Manufacturing Economy Knowledge Economy Experience Economy Imagination Customisation Connectivity Innovation Cost & Price Efficiencies Service Economy 30 years!

11. The Experience Economy OUT IN Beds/travel packages Product developers Marketers Destinations Experiences Story Creators Story Tellers; dream weavera Stage Managers

12. WHY: It’s Mostly in Their Heads! Physical Mental Emotional Spiritual Stimulate Enable/enrich Mould / propagate Virtual Virtual Physical FANTASY EXPERIENCE MEMORY RETURN RECOMMEND

15. Summary of the Meta Shifts Coupled, Integrated Fragmented Virtual Physical Fluid, soft Rigid, hard Unpredictable, chaos Certainty, order Bottom Up, Responsive Top Down, control Pull Push Customer Product To From

18. dream plan book experience reflect share return Customer’s Intent Cycle of Need reject

19. Destination Web Participants GUEST Host Community Providers Suppliers Agents Channels Partners

21. Destination Web Participants GUEST Destination Host Community Providers Suppliers Agents Channels Partners