TOUR06035 2016 Experiential Tourism Marketing

General Details

Full Title
Experiential Tourism Marketing
Transcript Title
Experiential Tourism Mkt
Code
TOUR06035
Attendance
90 %
Subject Area
TOUR - Tourism
Department
MKTS - Marketing, Tourism & Sport
Level
06 - NFQ Level 6
Credit
05 - 05 Credits
Duration
Semester
Fee
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Author(s)
Mary O'Keeffe
Programme Membership
SG_BTOUR_C06 201600 Higher Certificate in Business in Tourism SG_BTOUR_H08 201900 Bachelor of Business (Honours) in Business in Tourism with Event Management SG_BTOUR_B07 201900 Bachelor of Business in Business in Tourism with Event Management
Description

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.

 

Learning Outcomes

On completion of this module the learner will/should be able to;

1.

Compare and contrast traditional and experiential marketing theory.

2.

Identify the five dimensions of the new consumer and explore the key principles of experience design.

3.

Comprehend how thoughtful service design may activate the human senses.

4.

Examine the role of theming and local actors as key influencing factors in the experience-scape.

5.

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 Assessments

Repeat examination as per Institute policy.

Indicative Syllabus

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

Coursework & Continuous Assessment
30 %
End of Semester / Year Formal Exam
70 %

Coursework Assessment

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


Type Location Description Hours Frequency Avg Workload
Lecture Tiered Classroom Lecture 4 Weekly 4.00
Total Full Time Average Weekly Learner Contact Time 4.00 Hours

Required & Recommended Book List

Recommended Reading
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.

Recommended Reading
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.

Recommended Reading
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.

Module Resources

Non ISBN Literary Resources

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
Handbook of Hospitality Marketing Management (Ed) Haemoon Oh (2008) Butterworth Heinemann / Elsevier
101 Ways to Promote Your Tourism Business Website 2nd Edition : Proven Internet Marketing Tips, Tools and Techniques to draw Travelers to Your Site (2008) Susan Sweeney Maximum Press

eTourism Case Studies : Management and Marketing Issues in eTourism (2008) by Roman Egger and Dimitrios Buhalis Elsevier Publications

Handbook on e-Marketing for Tourism Destinations by World Tourism Organisation and European Travel Commission (2008)

Hospitality and Travel Marketing (2009) Morrison, A. Delmar / Cengage Learning

Tourism SME'S, Service Quality and Destination Competitiveness (2005) Cambridge MA CABI Publishing

Tourism and Hospitality Marketing Global Cases (2009) Hudson, Simon SAGE Publications

Ireland : Tourism and Marketing (2004) Wright, A & Linehan , M. Blackhall Publishing

Tourism and Hospitality Marketing in Ireland (2000) Gibson, A & Nielsen M, Gill & Macmillan

URL Resources

www.failteireland.ie, www.unwto.org

www.tourismireland.ie

 
Other Resources

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.