Introduction to the handbook on the tourist experience: Design, marketing and management

This chapter introduces the Handbook on the Tourist Experience: Design, Marketing and Management. In so doing, it reflects on the experiential approach to tourism and the rationale of designing, marketing and managing tourism experiences. The chapter introduces concepts, elaborates around the current concern in tourism research and practice of adopting a responsible managerial approach to tourist experiences, and synthesises the compilation of chapters presented in the handbook.info:eu-repo/semantics/publishedVersio

Handbook for designing & managing Agroforestry mixing fruits & vegetables

This 40-pages handbook intends to point out the main decisive aspects to have in mind when creating and designing a diversified agroforestry system : which marketing channels, which competencies, which working capacity and organization... Farmers experiences and feedbacks provide an additional value to this practical guide

Sensory marketing and tourist experiences

Marketing has been increasing its focus on the role of the five human senses in consumer behaviour, since research under the experiential paradigm has pointed to multisensory stimuli as intensifiers of consumers’ experiences, such as tourist experiences. Whereas previous studies in tourism touted vision, current research claims a holistic approach to sight, hearing, smell, taste and touch in order to develop effective communication and branding strategies, as well to boost the performance of destinations and tourist organizations by designing and creating conditions to enhance tourist experiences. This study aims to present the main contributions of the literature on a sensory marketing approach to the tourist experience, and to discuss some preliminary results of an empirical study on the role of human senses in tourist experiences in rural areas. Data analysis from a questionnaire presented to tourists supports the multisensory nature of tourist experiences and the importance of the five senses to the intensity of the experience

Digital marketing analysis on the consumer decision-making process of millennials and Gen Z generation groups on the TikTok application

This study investigates the impact of digital marketing on consumer behaviour in purchase decision-making among Millennials and Gen Z generations. The study employs convenience sampling with twenty respondents through a qualitative and exploratory research method. The research examines consumer behaviour based on their purchasing experiences. Findings reveal that digital marketing changes how consumers recognize problems, search for information, and evaluate products. User-generated content, such as reviews and recommendations, significantly influences consumers' information search process. Additionally, consumers tend to utilize comparative methods when assessing products. The study provides valuable insights for marketing practitioners in designing effective strategies to influence consumer behaviour in the digital era. A deep understanding of the role of digital marketing is crucial in achieving successful marketing goals in an increasingly connected digital landscape

Extracting meanings of event tourist experiences: A phenomenological exploration of Limassol carnival

The common examination of the event and tourism experience can reveal the attached meanings that exemplify the valued characteristics of a destination in the perceptions of tourists. From this standpoint, this study employed a phenomenological approach conducting eight unstructured interviews to explore the experience and assigned meanings of tourists who attended the carnival in Limassol, Cyprus. Results indicate that the meanings of tourist experiences in the carnival were extracted as continuously evolving products shaped by the interaction of two interrelated dramaturgical states, namely the generalized sociality and perceived community metamorphosis, and the interfering dimension of obstruction referring to organizational aspects constraining the tourist experience. The findings of this exploratory phenomenological study bring into the fore the need for more effectively incorporating events into a destination's product mix by designing experiences that leverage event meanings in synergy with unique destination features, thereby enhancing their impact on tourists. On these grounds, it is argued that the phenomenological perspective applied on the study of event tourism can enable destination marketing and management to develop a joint framework for cross-leveraging events and destination assets, hence, synergistically optimizing both social and tourism ends for host destinations. To this end, the study highlights the need for future research to start exploring systematically the relationship between the meanings of tourist experiences and the characteristics of a destination's product mix

Critical success factors in the design of customer experiences

Marketing 'experiences' has become a strategically useful means to enhance one's offering and avoid the commoditization of a firm's product or service. Given the increasing role of 'experiences', no study to date has explored the issue of experience design from a 'bottom up' approach. Existing frameworks in the popular press have been silent on the interface between design and marketing. Moreover, in spite of the expanding literature on 'experiences,' no study has yet explored or documented the state of managerial knowledge and practice. The objective of this thesis is to address this gap and improve our understanding of key issues surrounding experience marketing. In this thesis, marketing and operations managers from three firms, in three different industries, were interviewed and observations were made to understand the process and factors involved in designing experiences. Interviews and observations were designed to explore marketing managers' knowledge and 'know-how' in designing pleasurable customer experiences, as well as to gather information about each firm's operations and structure, physical design and customer interactions. Furthermore, the actual definition of an experience was explored in a systematic manner that produced relevant theoretical and managerial insight. By assessing, directly from renowned practitioners, their own views and definitions of an experience along with the key obstacles in designing and managing such, this research project delivered useful results

Diffusion of Worth Mapping: The worth of resource functions

This workshop paper uses a resource function vocabulary from the Working to Choose framework to analyse diffusion of the Worth Maps approach across several application domains. It explores how a resource function vocabulary can indicate aspects of design approaches and their use that favour successful diffusion

Strategic Design through Brand Contextualization

Providing meaningful customer experience is at the core of any successful business activity. Brands can function as vehicles to bundle the ingredients of experience together and give them structure by which consumers are able to understand and interpret products and services. To complement the technical and functional reality and experience, brands create particular narratives around products and services, within the realm of their use experience. This paper aims to contribute to understanding of strategic design and brand contextualization by looking thoroughly into a research-driven student project. The product-service design assignment given to seven teams of four to five post-graduate students was to design a new bike-sharing system, serving the sustainable urban mobility needs of the city of Gothenburg in Sweden. The task was accompanied by a request to create a fictive brand case and specific brand narrative, based on a thorough analysis of pre-selected existing brands. The paper discusses how the teams crafted their brand narratives and how different design and service elements were used to create specific and meaningful brand experiences. In addition to the contribution of the paper to design research and practice, we present a process that might be more widely useful for the education of strategic design and brand management

Exploring the conceptualization of the sensory dimension of tourist experiences

This paper aims to contribute to the conceptualization of the sensory dimension of tourist experiences by discussing its theoretical underpinnings. A multidisciplinary approach to the human senses shows their importance to the individual’s experience and perception of the surrounding world, recommending the appropriateness of a holistic analysis of sensescapes in tourism. A review of empirical studies conducted under the experiential paradigm of tourism on the five human senses (sight, hearing, smell, taste, and touch) evinces the use of both qualitative and quantitative methodologies, which depends on research purposes, but also the practical implications of findings and data analysis to destination marketing and management. The paper discusses the role of the senses in designing tourist experiences, and identifies important topics regarding the study of the sensory dimension of tourist experiences, considering future research opportunities

Modelling 3D product visualisation for online retail atmospherics

Purpose: The Stimulus (S) Organism (O) Responses (R) paradigm has been extensively studied in conventional retailing but has received little attention in the online context. This study aims to investigate the effects of an online retailer atmospheric using three dimensional (3D) product visualisation. Design/methods/approach: We operationalise 3D antecedents, the main online atmospheric cues, as the “stimulus” (S) that attracts consumers’ attention towards the online retailer, authenticity of the 3D, hedonic and utilitarian value as the “organism” (O) part, and consumers’ behavioural intention as the “responses” (R) part. A hypothetical retailer Web site presents a variety of laptops using 3D product visualisations. Findings: The control and animated colours represent the main stimuli (S). Furthermore, 3D authenticity, hedonic and utilitarian values are the main determinants of behavioural intentions. The proposed conceptual model achieves acceptable fit and the hypothesised paths are all valid. Practical implications: Retail website designers can contribute to enhancing consumers’ virtual experience by focusing more on utilitarian and hedonic value. Any 3D flash should include the essential information that consumers seek and consumers should be able to click to any part of the 3D flash to access further information. Originality/values: To the best of the authors’ knowledge, this research is the first in the U.K. that uses a U.K. sample to investigate the effects of using 3D product visualisation on consumers’ perceptions and responses. Our research makes an important contribution to the online atmospheric literature by providing a rich explanation of how authenticity of the 3D virtual models adds more information, fun and enhances consumers’ responses towards the online retailer