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