Teching material from Ajarn Scott for TR6212 : Niche Tourism

1. The Experience Economy Presented by Aj Scott Smith Niche Tourism Lecture 5

3. You have your choice. Choose either; 1. Assignment 5.5 page 69 of The Experience Economy OR 2. Assignment 6.9 page 165 of The Experience Economy OR 3. Airline Trends Prepare a 350-500 word paper and a 4-5 min PPT presentation outlining your thoughts. Due December 11 Individual Assignment (25% of final grade) Reaction Papers (3) 10% Minor assignment presentation 10% Done Major assignment report & presentation 25% Reaction Papers (3) 5% To Do Final Examination 50% 100%

6. Review

7. William Ury

8. “ The 3 rd side helps us go to the balcony” William Ury

11. Joseph Pine-Thomas Thijssen-Scott Smith 2 degrees of Separation ?

17. http://www.ted.com/talks/lang/eng/joseph_pine_on_what_consumers_want.html Pg2 “Their thesis is as soon as a country reaches a certain level of affluence, the attention shifts from goods and services to experiences”.

22. It’s OK to disagree Asian Paradigm? GenY?

24. Discussion (2 minutes) What is your personal definition of ‘experience’ ?

28. How can experiences be created and offered to customers (students)?

32. Chapter 4 The role of companies in giving meaning

33. Examples of Eatertainment “ No, I don’t want to go pay 12 dollars for a small crappy burger just so I can say I ate there but we can run in and get t-shirts.” – My Brother every time we are on vacation Eatertainment is the best example of goods/service/entertainment all together. Guests go in typically for dinner and leave with memories and souvenirs rtainment= Dinner show/movie themes/ jungle noises

36. the experience economy The New Paradigm for Brands Prepared by Heather White-Laird Executive Creative Producer, iCrossing

37. “ mass marketing is dead ” Alan Lafley, CEO of Proctor and Gamble

38. advertising can no longer exist by blasting messages to an audience

39. prior to the internet it was a people to people world

40. there were smiling shoe salesmen

41. now the relationship is digital

42. there were kindly bank tellers

43. now it’s all done online

44. in just the last two years, there has been a fundamental shift in how we experience the world

45. people want to be part of a community & brands need to participate in that conversation

47. Joseph Pine and James Gilmore

48. once our basic needs are met…

49. We seek an emotional experience we seek an emotional experience

50. this doesn’t satisfy us anymore

51. it’s all about the relationship

52. and instead of this

53. we seek a financial friend

54. a brand is not a place, it’s a direction John Gerzema, Chief Insights Officer, Young & Rubicam

56. for decades the mantra was always show the product

57. always show the product

58. or show someone famous with your product

59. now product takes a back seat to experience

62. service vs. experience

65. A business model based on happiness

66. Do we really need more proof that we live in an experience economy ?

67. Chip Conley told us about the development of his company Joie de Vivre Hospitality, with which he won the world’s ‘Experience Stager of the Year’ award in 2001. He creates niche boutique hotels dedicated to the adjectives described in a lifestyle representing magazine. Brands are mirrors! the whole corporate culture that he designs by working with, among others, ‘work climate surveys’ and an ‘open door policy’ for which he won the 6th ‘Best Company to Work for in California’ award. http://www.jdvhotels.com/ http://www.ted.com/talks/lang/eng/chip_conley_measuring_what_makes_life_worthwhile.html

68. Typical Business Cards? No more!

69. Questions?

70. The Wise Old Man

71. A man of 92 years, short, very well-presented, who takes great care in his appearance, is moving into an old people’s home today. After waiting several hours in the retirement home lobby, he gently smiles as he is told that his room is ready. His wife of 70 has recently died, and he is obliged to leave his home.

72. As he slowly walks to the elevator, using his cane, I describe his small room to him, including the sheet hung at the window which serves as a curtain. " I like it very much", he says, with the enthusiasm of an 8 year old boy who has just been given a new puppy. "Sir, you haven’t even seen the room yet, hang on a moment, we are almost there. "

73. " That has nothing to do with it ", he replies. " It is already decided in my mind that I like my room. It is a decision I take every morning when I wake up. " " Happiness is something I choose in advance. Whether or not I like the room does not depend on the furniture, or the decor – rather it depends on how I decide to see it. "

74. " I can choose. I can spend my day in bed enumerating all the difficulties that I have with the parts of my body that no longer work very well, or I can get up and give thanks to heaven for those parts that are still in working order. "

75. " Every day is a gift, and as long as I can open my eyes, I will focus on the new day, and all the happy memories that I have built up during my life. " " Old age is like a bank account. You withdraw in later life what you have deposited along the way. "

76. So, my advice to you is to deposit all the happiness you can in your bank account of memories. Thank you for your part in filling my account with happy memories, which I am still continuing to fill…

77. 1. Free your heart from hate. 5. Expect less. 4. Give more. 3. Live simple. 2. Free your mind from worry. Remember these simple guidelines for happiness.

78. Niche Tourism 101 Jorge Colombo

79. SPECIAL INTEREST TOURISM

88. NIGHT VIEW OF BANGKOK

92. Patagonian Desert

93. Canoe on the Amazon River

94. Rock Climbing in Pakistan

96. Champs Elysees, Paris

97. Milan Luxury Shopping Arcade, Italy

99. Ginza, Tokyo