Strategies for Creating Unique Packages for Tourists--OK ... · 5/16/2017  · Strategies for...

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Strategies for Creating Unique Packages for Tourists Oklahoma Conference on Tourism May 16, 2017 Stacy Tomas, PhD School of Hotel and Restaurant Administration Oklahoma State University

Transcript of Strategies for Creating Unique Packages for Tourists--OK ... · 5/16/2017  · Strategies for...

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StrategiesforCreatingUniquePackagesforTourists

OklahomaConferenceonTourism

May16,2017

StacyTomas,PhD

SchoolofHotelandRestaurantAdministration

OklahomaStateUniversity

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EmergingTravelTrends

• CultureandContent• Self-improvement• Sanctuaryforthesenses

• StreelLevelCulture• Smalllocaleventswheretheycanblendin

• BourgeoisieBohemians• Intrinsicvaluesandcontent• Uniqueexperiences

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Millennials

Convenience,onlineoptions

Lookingforculturalimmersionthroughcuisine,localhotspots

Lookingforauthenticexperiences

User-generatedcontent

Willbethelargesttravelmarketinthenextseveralyears

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ExperientialTravelandtheSearchfortheAuthentic

Connectingtothehistory,peopleandcultureofadestination

Customizedlocalexperiences

Offthebeatentrack

New,Local,Authentic

Learnsomethingnew

Learnsomethingaboutthemselves

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MobilePhotography

Lookingtoshareexperiences

Documentingmemoriesaretheyareoccurring

HighlightlocationsthatarephotoworthyIconicandunique

Createauniquehashtag

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FoodTourism

Notjustdiningout

Cookingcourses,farmtours,tastingsessions,farmersmarkets,winerytours

Foodandcultureareconnected

Foodtellsthestoryofaplace

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PetFriendlyTravel

Furbabiesarepartofthefamily

OverhalfofallUSdogownersnowtravelwiththeirpets

Importantforadrive-instatelikeOklahoma

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Staycations

Importantforadrive-instatelikeOklahoma

Lessmoney,timeofffromwork

Lessplanning,lessstress

Distancedoesnotequalfun

Offertipsforapersonalizedstaycationplan

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StrategiesforCreatingUniquePackages

TheexperienceismadeupofmanyseparatepiecesCollectthese,combinetheseandmakeiteasy!

Dotheworkforthevisitor

Considertheneedsforpeopleto:EatSleepShopLearnHavefun

Specialconsiderationsforfamilies,specialoccasions,etc.

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EmotionalRewardsofGreatPackages

Socialinteraction

Activeparticipation

Comfortablesurroundings

Challenging,new,orunusualexperiences

Opportunitiestolearn

Asenseofdoingsomethingworthwhile

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CollaborationisKey!

Businessesinsmalltourismtownsneedeachother.Togethertheymaketheirtownaviabledestinationforvisitors.Andtogetherthey

canhelpvisitorsfeelmoreconnectedtothetown.

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TouristsDon’tKnowCountyLines

Theregionisthedestination.

Worktocreatetheentiretourismexperienceorthetourism“package”.

Similarbusinessesornearbycommunitiesarenotcompetition,theyarepartofyourtourismproduct!

Themorethereistodo,themoreappealingaplacebecomes.

Tourism is community based and regional in structure

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OpportunitiesforPartnerships/Collaboration

Home

5.Tripchainingpattern

4.Regionaltourpattern

3.Basecamppattern

2.Enroutepattern

1.Singledestinationpattern

* Adapted from Lue, Crompton, & Fesenmaier, 1993

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BenefitsofMultidestinationTravelforTourists

Multiple-benefitseeking

Diversityofpreferences

Riskanduncertaintyreduction

Economicrationalism

Visitingfriendsandrelatives

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BenefitsofCollaborationforBusinesses

Regionalattractions(primaryandrural)canbenefitfromeachother

CumulativeAttractionMorebusinessiflocatedwithinreasonableproximitySidetrips=moreattractiveoptions

OpportunitiesforcooperativemarketingandpartnershipsStretchyourbudget

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UsingSTORIEStocreatetheEXPERIENCE!

Destinationbrandscanbebuiltaroundstorieswhoyouare,youruniquehistory=mosteffective

Storiesprovide:PersonalizationContextCommonGround-ConnectionBrandIntersectionsIncreasedRelevanceFutureChapters

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WhatareStories?

StoriesareValueStatements

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

Storiescanbecommunicatedviapeople,ads,products,services,symbols…

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

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WhyUseStories?

Storytelling=oldest,mostpowerfulmodesofcommunication

Storytellingdonewell=persuasion

Storiesconnectwithvisitorsonemotionallevel

Tiesdestination&visitorclosertogetherBrandcommunitythroughsharedstories

Visitorsgainmeaningfromgoodstories

Storiesstayinvisitor’smemorylongerEasilyshared/retoldtoothers

Mossberg & Johansen (2006)

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WhyUseStories?

WeboughtaChristmastree.

versus

Myhusband,2kids,andIwenttoHelmsChristmasTreeFarm.Wepickedoutourtreeandroastedmarshmallows.Theentirefamilyhadagreattime!

Whichstoryisbetter?

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GoTellYourStory!

Thereisastoryineveryexperience

Listentowhatothersaresaying

Thinkaboutcurrenttrends&howyoufit

Tellanauthenticstory

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6StoriestoTell…

Origin–Wheredidproduct/ideacomefrom?

Purpose–Whydoyoudowhatyoudo?

Vision–Whereareyougoing?

Education–Whatisimportantaboutyourdestinationorbusiness?

Ethics–Anytimesomeonewalksthewalkofwhattheyaredoing.

Connection–Howdoyouconnectwiththecommunity?

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LetyourCustomersdotheTalking

• Sharetheirstories

• Sharetheirexperiences

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

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BottomLine-WhyUseStories?

StoriesMatter!

StoriesaretheExperience

Experiencesarewhatsetsyourdestinationapartfromothers

The Experience Economy, Pine & Gilmore (1999)

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LocalCharacters?

Whoareyourbeststorytellers?

Canyouincorporatethemintoyourpackage?

Gotothemorbringthemtoyou

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LocalFood

Whatvisitorscan’tgetbackhome

Holesinthewall,greasyspoons,momandpops?

Wherethelocalseat?

Progressivedinners?

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FunandtheFiveSenses

Fivesensesynergy

NotjustwhatvisitorscanseeTasteSmellHearTouch

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Don’tForgettheSouvenirs

Symbolsoftheexperience

Locallymade,unique

Images,postcards

Markers

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BuildinthePhotoOps

Pointoutwherethegreatspotsare

Wheretocatchagreatsunset

Wheretoseethestars

Iconiclandmarks

Buildthemintoactivities

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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

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Source:MaryMulvey,CEOofEcotourismIreland

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Source:MaryMulvey,CEOofEcotourismIreland

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Source:MaryMulvey,CEOofEcotourismIreland

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Source:MaryMulvey,CEOofEcotourismIreland

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StrategiesforCreatingUniquePackagesforTourists

OklahomaConferenceonTourism

May16,2017

StacyTomas,PhD

SchoolofHotelandRestaurantAdministration

OklahomaStateUniversity


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