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1 – 10 of over 146000Hatice Cifci, Gizem Kandemir Altunel, Oguz Taspinar and Ibrahim Cifci
The purpose of this study is to demystify the authenticity dimensions of wine experience with the locally guided tour in the meal-sharing economy, drawing on travellers' online…
Abstract
Purpose
The purpose of this study is to demystify the authenticity dimensions of wine experience with the locally guided tour in the meal-sharing economy, drawing on travellers' online reviews at Withlocals for French locally guided wine tours.
Design/methodology/approach
The qualitative research approach was performed through the thematic analysis of 940 online reviews from Withlocals. The coding phase was completed based on a three-step coding process (i.e. open, axial and selective coding), as all reviews that were gathered were related to locally guided wine tours rather than only wine-sharing activities.
Findings
The findings of this study demonstrated four interrelated authenticity dimensions: the taste of terroir, local atmosphere, oenological knowledge and local insight. The results of this study also notably showed that all reviews were primarily positive; travellers expressed their satisfaction with wine tours at Withlocals and often mentioned their re-purchase intentions as well as advising wine tours in the meal-sharing economy.
Practical implications
Several worthy theoretical and practical implications were discussed for local tour guides to improve their tour quality more authentically. The results also demonstrate that locally guided wine tours in the meal-sharing economy were regarded as a multidimensional activity that provides a better discovery of a wine destination.
Originality/value
Despite the large volume of generic meal-sharing economy experience studies, the authenticity experience of the locally guided wine tours has been surprisingly omitted by scholars. Therefore, this study contributes to the sharing economy literature through wine experience by addressing the authenticity dimensions of the locally guided wine tours in the meal-sharing economy.
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By the end of this chapter, you should be able to demonstrate an understanding of:The concept of experience and growth of the experience economy.The role of experiences in…
Abstract
By the end of this chapter, you should be able to demonstrate an understanding of:
The concept of experience and growth of the experience economy.
The role of experiences in engaging consumers and sustaining business.
The importance of experiential marketing as a tool for marketers.
Practical examples of how experiences can be used to market different products and services.
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Noor Alyani Nor Azazi, Maslina Mohammed Shaed, Mohamad Shaharudin Samsurijan and Andrew Ebekozien
The development of higher learning institutions (HLIs) is considered a strategy to trigger urban space development – and it is the economy in most developing countries. HLIs can…
Abstract
Purpose
The development of higher learning institutions (HLIs) is considered a strategy to trigger urban space development – and it is the economy in most developing countries. HLIs can develop and maintain pace with the experience economy in the current urban economy, particularly in the services sector. This paper seeks to evaluate the influence of HLIs on elements of the experience economy in the urban services sector in Bandar Baru Bangi (BBB), a knowledge-based city.
Design/methodology/approach
The research adopted a purposive sampling technique and engaged 382 urban community respondents in BBB, Malaysia. The study used four elements (education, gastronomy, health, and the retail sectors) to assess the experience economy performance.
Findings
The results show that the local community is the “active users” of the services, and the active users have enjoyed the existence of the experience economy. Findings reveal a preference for education and health over gastronomy and retail sectors. Of these four sectors, the education sector experience had the most prominent effect, thereby showing that the higher learning institutions around this city served a major role in the sector development of urban services.
Research limitations/implications
The research used a purposive sampling method and engaged 382 respondents in BBB, Malaysia. The restriction of the study area to BBB is a limitation component. Future studies should explore a large-scale investigation to evaluate better and validate the results.
Practical implications
The research has shown that the city's higher education institutions have affected the development of the experience economy in the four sectors.
Originality/value
The study shows that the framework of the experience economy and the establishment of HLIs can stimulate the experience economy within the urban services sector.
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Ivan K.W. Lai, Dong Lu and Yide Liu
The concept of experience economy states that customers seek experiences whether from products and services. Tourism is at the forefront of the experience economy because tourists…
Abstract
Purpose
The concept of experience economy states that customers seek experiences whether from products and services. Tourism is at the forefront of the experience economy because tourists are looking for staged experience encompassing the four realms (entertainment, educational, esthetic and escapism). The purpose of this paper is to empirically explore the effects of the experience economy on tourists’ word-of-mouth (WOM) in Chengdu cuisine through satisfaction and memory.
Design/methodology/approach
In total, 397 valid data were collected from the tourists who have experienced the ethnic cuisine in Chengdu. A partial least-square structural equation modeling technique was used to examine the research model.
Findings
The empirical results indicated that esthetic is the antecedent of the other three realms of experience economy; esthetic, educational and entertainment experiences influence satisfaction; four realms of experience economy influence memory; and satisfaction and memory ultimately influence WOM.
Practical implications
The findings of this study provide practical implications for operators of ethnic restaurants in designing their restaurants and menus, travel agencies in planning the tour itinerary and governments in using ethnic cuisine for destination marketing.
Originality/value
This study is a pioneer in studying the experience economy in the ethnic cuisine. It has identified the relationships between four dimensions of experience economy of ethnic cuisine, tourist satisfaction, memory and WOM toward ethnic cuisine in a tourist destination. It has also integrated the senses of Chinese cuisine (“sight,” “smell” and “taste”) into the measures of esthetic experience for studying experience economy in ethnic cuisine.
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The purpose of this paper is to explore the influence of the experience economy and co-creation concepts on guided tours (GTs) and to analyze the process of the on-site…
Abstract
Purpose
The purpose of this paper is to explore the influence of the experience economy and co-creation concepts on guided tours (GTs) and to analyze the process of the on-site (co-)creation of experience between the service provider and the consumer taking into account the consumer perspective.
Design/methodology/approach
The objective of the study is fulfilled by reviewing the literature on experience economy and co-creation within a cultural heritage context and then using it to design appropriate research tools to collect empirical data through qualitative interviews within the context of a single case study. The Medieval Town of Rhodes (MTR), Greece, serves as the case in this study. In fact, this study analyzes primary data from 25 interviews with participants in GTs in the MTR.
Findings
The GT participant’s views of their GT experience were explored, and it was evaluated whether they fit any of the three generations of experience economy with an emphasis on co-creation of experience. The findings show that, in the MTR-GT services, the characteristics of mainly the first and second generation experience economies are found, while little emphasis is given to the third generation experience economy. Based on the empirical results, the RIF model (R: “Resources,” I: “Interactions,” F: “Feelings”) was created: this proposes that both the process of experience co-creation and optimal GT experiences are realized by providing participants with appropriate resources, multiple types of interactions and opportunities to generate positive and pleasant feelings. This model illustrates the intertwining, multi-dimensional facets of an optimal co-created GT experience that service providers and tour operators should provide to their customers.
Research limitations/implications
The present study has several limitations that need to be mentioned. First, this research is a single case study; the MTR serves as the case, focusing on one cultural heritage service, GTs. This fact can put the study’s validity in question. Moreover, as the research is conducted by a single person, there is the risk of subjective bias. Another limitation is that this study is not a longitudinal one; the latter could lead to more accurate findings. The number and the nationality of participants constitute the 4th and final limitation of the research. More specifically, the sample is not perceived to be representative of the population nor generalizable, while visitors from more nationalities could have been interviewed. In relation to this, the judgmental sampling method was used because the population of the study could not be defined. This serves as the fifth limitation of the study.
Practical implications
Tour operators and tour guides can exploit the characteristics of GT activities included in the proposed RIF model. By incorporating these elements in GT experiences, the process of experience co-creation could be effectively supported. An optimal GT experience that incorporates intertwining and multi-dimensional facets could be provided. To begin with, the physical setting where the tour takes place must be well preserved, so that it can capture the attention of the participants. The route of the tour should not be exhausting but convenient for all participants and should include various landscapes. On the other hand, tour guides should provide interesting, relevant and cohesive information. Moreover, a tour guide needs to display charismatic behavior to gain the tour group’s trust and generate positive feelings impressing and immersing participants in the experience and encouraging in them a sense of togetherness. Within the context of the tour, tangible elements such as brochures and maps should be provided, allowing vistors to tailor the experience according to their needs and preferences. Furthermore, interaction between the guide and the tour group, as well as among the participants themselves, should be encouraged. In relation to this, the tour group could be divided into sub-groups according to common features such as age. The guides could also come up with a topic to be jointly discussed and participatory activities such as games could be organized. Finally, participants should have some freedom during the tour; time to explore the setting on their own or a visit to specific places on request.
Originality/value
The originality of the paper lies in the development of the RIF model, illustrating the on-site optimal experience within the context of GTs taking place in the MTR, the setting of the research. The construction of the RIF model was based on an investigation into actual GT participant’s perspectives on GTs.
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The experience economy is characterized by the consumers’ search for emotions and memorable experiences through consumption. While the experience economy has a fundamental effect…
Abstract
Purpose
The experience economy is characterized by the consumers’ search for emotions and memorable experiences through consumption. While the experience economy has a fundamental effect on tourists’ decision-making and their consumer behavior, only a limited number of past studies have examined the relations between the experience economy and destination marketing campaigns. To extend the scope of the existing knowledge, this paper aims to explore the use of experience marketing in destination marketing campaigns.
Design/methodology/approach
The study conducts a qualitative case study analysis of six national tourism marketing campaigns, i.e. it examines the use of experience marketing in tourism campaigns and the use of the strategic experiential module as an analysis framework for destination marketing campaigns.
Findings
The findings reveal an influence of experience marketing on the examined marketing campaigns as destinations highlight the motifs of memorable experiences, engaging people’s senses and creating meaning. In accordance with the strategic experiential module, the campaigns analyzed shift the marketing focal point from the characteristics of the destination to the tourists’ experiences of sensing, feeling, thinking, acting and relating.
Originality/value
The conclusions of the study contribute both to scholars and practitioners, extending the present knowledge of the link between experience marketing and tourism marketing, illustrating the effect of experience marketing on destination marketing and shedding new light on the role of the experience economy and experience marketing in tourism marketing campaigns.
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Respecting customers’ time and innovating ways to add value to how they spend it is now a crucial measure of how well companies’ offering experiences fulfill their purpose. Time…
Abstract
Purpose
Respecting customers’ time and innovating ways to add value to how they spend it is now a crucial measure of how well companies’ offering experiences fulfill their purpose. Time is limited and attention is scarce, so enterprising companies will increasingly embrace experiences for demand generation.
Design/methodology/approach
To cope with the risks of Covid infection, many consumers shifted their experience menu from physical to digital, from social and communal to familial and individual. 10;But there are some differences that speak to the future of the Experience Economy. 10;
Findings
Instead of focusing on accumulating ever more material objects, the isolation forced by the pandemic has helped consumers to recognize that what gives their lives meaning is their shared experiences with family, loved ones, colleagues and friends.
Practical/implications
All businesses should be thinking creatively about innovating customer transformation opportunities -- for example, a new way for B2B companies to better accomplish their jobs-to-be-done.
Originality/Value
Experiential strategies and innovations that offer customers unique value have emerged in nearly every industry and business. A noted Experience Economy strategist looks at the future of such innovations. 10; 10
B. Joseph Pine II and James H. Gilmore
– To succeed in the rapidly evolving experience economy executives must think differently about how they create economic value for their customers.
Abstract
Purpose
To succeed in the rapidly evolving experience economy executives must think differently about how they create economic value for their customers.
Design/methodology/approach
Five value-creating opportunities are likely to drive further progress in the dynamic experience economy: customizing goods; enhancing services; charging for experiences; fusing digital technology with reality; and transformative experiences, a promising frontier.
Findings
For leaders, five insights about the value-creating opportunities are key to achieving success via state-of-the-art experience staging, and they provide tested guidelines for managing in the experience economy, now and into the future.
Practical implications
A huge first step in staging more engaging experiences is embracing the principle that work is theatre. So businesses should ask: What acts of theatre would turn our workers' functional activities into memorable events?
Originality/value
Three key lessons: innovation to create high-quality experiences that customers will pay for is even more important than goods or service innovation. When you customize an experience, you automatically turn it into a transformation. Companies enabling transformations should charge not merely for time but for the change resulting from that time.
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