TOUR06035 2016 Experiential Tourism Marketing
Tourism research in the area of tourism consumption has resulted in a greater understanding of the nature of the tourism experience. Hedonistic forms of consumption such as those pertaining to arts, culture and tourism has led researchers to re-consider traditional marketing theory. This module aims to provide an overview of the current state of knowledge in the area of experiential tourism marketing. Tourism products are sold for the sensations, feelings, and psychological benefits they deliver. This module aims to balance the utilitarian, tangible aspects of service delivery with the experiential perspective. As physical entities, tourism products are examined both in terms of tangible dimensions to enhance tourism service delivery and overall experience enhancement. Students will appreciate how tourism products enable consumers to fully experience emotions and the experiential benefits tourism products provide.
On completion of this module the learner will/should be able to;
Compare and contrast traditional and experiential marketing theory.
Identify the five dimensions of the new consumer and explore the key principles of experience design.
Comprehend how thoughtful service design may activate the human senses.
Examine the role of theming and local actors as key influencing factors in the experience-scape.
Examine the influence of authenticity in tourism marketing and understand the implications of authenticity for promotion purposes.
Teaching and Learning Strategies
Lecture & Tutorial Materials
Use of Case Study Examples
Group & Individual Problem Based Learning & Project Work
Module Assessment Strategies
Students select and evaluate a tourism service environment based on the key principles of experience design.
Students examine the role of authenticity / theming in selected case study examples.
Students assess the role of locals in creating tourism experiences and suggest how such roles could be expanded.
Repeat examination as per Institute policy.
New Tourist / Consumer and the Experiential Approach
Who is the New Tourist Consumer, Limits of the Utilitarian Approach, the Experiential Approach, the Importance of Emotions, Experience Design Principles.
Co-Construction in Tourism Service Delivery Delivery
Tourist as Co-Producer & Co-Creator, Introduction to Service Dominant and Customer Dominant Logic Theory, The Service Continuum, Notion of Value.
The Service Experience-scape.
Concepts of Atmospherics, Service-scape & Human Senses. Theming and the Experience-scape, Landscape and Locals.
Shaping The Tourist Experience
Tourist Destination Image and Image Construction, Cultural Media Influence & Formation, Tourist Destination Image Measurement.
Experiential Marketing : Creating Exceptional Experiences
Authenticity and Commodification, Understanding Quality of the Experience, Locals as Ambassadors.
Coursework & Assessment Breakdown
|Title||Type||Form||Percent||Week||Learning Outcomes Assessed|
|1||Continuous Assessment||Project||Group Project||30 %||Week 6||2,4|
End of Semester / Year Assessment
|Title||Type||Form||Percent||Week||Learning Outcomes Assessed|
|1||Final Exam||Final Exam||Closed Book Exam||70 %||End of Semester||1,2,3,4,5|
Full Time Mode Workload
Required & Recommended Book List
2013-03-31 Marketing and Designing the Tourist Experience Goodfellow Publishers
ISBN 1908999462 ISBN-13 9781908999467
The topic of experience is becoming central to full understanding of consumer behaviour. The book covers the key sectors where it is critical - from resort management and tourist information to destination marketing. International in scope it backs up the theory throughout with relevant case materials, questions and exercises.
2012-11-30 Customer Service in Tourism and Hospitality Goodfellow Publishers
ISBN 1908999349 ISBN-13 9781908999344
Provides the whys and howsof customer service. Easy to read, very current, and full of references to all the latest research. Chapters cover financial and behavioural consequences of customer service, consumer trends, developing and maintaining a service culture, managing service encounters, CRM and much more.
2013-04-21 Marketing and Managing Tourism Destinations Routledge
ISBN 0415672503 ISBN-13 9780415672504
Marketing and Managing Tourism Destinations is a comprehensive and integrated textbook which uniquely considers both destination marketing and management in one volume. It focuses on how destination marketing is planned, implemented and evaluated as well as the management and operations of destination marketing and management organizations, how they conduct business, major opportunities, challenges and issues they face to compete for the global leisure and business travel markets. This textbook provides students with:
- A solid introduction to destination marketing strategy and planning, to organization and support planning and then to operations, implementation and evaluation, as well as major issues, challenges and expected new directions for destination marketing, management and Destination Management Organizations (DMOs).
- A unique systematic model to manage and market destinations.
- Core concepts are supported with well integrated international case studies to show the practical realities of marketing and managing destinations as well as the need to take a flexible and adaptive approach to managing different destinations around the world.
- To encourage reflection on main themes addressed and spur critical thinking, discussion questions and links to further reading are included in each chapter.
This accessible yet rigorous text provides students with an in-depth overview of all the factors and issues which are important to consider to make a destination successful.
Experiential Marketing : How to get Customers to Sense, Feel, Think, Act, (2011) Schmitt
Marketing of Tourism Experiences, Scott, Laws & Boksberger (2010), Routledge Publications
Destination Marketing Essentials (2016) Pike, Steven, Routledge Publications
Essentials of Services Marketing (2008) Lovelock, Wirtz & Chew, Pearson Education
A Practical Guide to Experiential Tourism, Northern Ireland Tourism Board
Journal of Travel Research, Tourism Review, Journal of Travel and Tourism Marketing, Journal of Vacation Marketing, Journal of Travel and Tourism Research, Tourism Management.
ITSligo Library Resources / Databases, Marketing Journals, Failte Ireland Publications and Reports, Television / Radio Podcast Material.