TOUR06075 2022 Experiential Tourism Marketing
Full Title
Experiential Tourism Marketing
Transcript Title
Experiential Tourism Marketing
Code
TOUR06075
Attendance
N/A %
Subject Area
TOUR - 1015 Travel, Tourism & Leisure
Department
MKTS - Marketing, Tourism & Sport
Level
06 - Level 6
Credit
05 - 05 Credits
Duration
Semester
Fee
€
Start Term
2022 - Full Academic Year 2022-23
End Term
9999 - The End of Time
Author(s)
Mary O'Keeffe
Programme Membership
SG_BINTE_B07 202200 Bachelor of Business in International Tourism with Event Management
SG_BTEVM_H08 202200 Bachelor of Business (Honours) in Tourism with Event Management
SG_BTOTR_B07 202200 Bachelor of Business in Tourism with Event Management
SG_BTOUR_H08 202200 Bachelor of Business (Honours) in Tourism with Event Management
SG_BTOTR_H08 202200 Bachelor of Business (Honours) in Tourism with Event Management
SG_BINTM_B07 202300 Bachelor of Business in International Tourism with Event Management
SG_BINTM_B07 202400 Bachelor of Business in International Tourism with Event Management
Description
This module aims to provide an overview of the current state of knowledge in the area of experiential tourism marketing. Hedonistic forms of tourism consumption, has led researchers to re-consider traditional marketing theory in specific sectors such as the arts / cultural offerings and in tourism. In addition to its tangible benefits, tourism experiences 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.
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 tourist and explore the key principles of experience design.
3.
Examine the role of theming and of local actors as key influencing factors in the experience-scape.
4.
Examine the influence of authenticity in tourism marketing and understand the implications of authenticity for promotion purposes.
Teaching and Learning Strategies
Delivery of module via face to face lectures and tutorial support.
Use of multi-media presentations
Use of Podcast / TV Program Content
Class discussion using industry reports.
Module Assessment Strategies
Project / industry related assessment
End of Semester Final Exam
Repeat Assessments
As appropriate to assess failed element - repeat exam or repeat project work.
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 Evaluation.
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 | Assignment 1 | Coursework Assessment | Assignment | 30 % | Week 5 | 2,4 |
End of Semester / Year Assessment
| Title | Type | Form | Percent | Week | Learning Outcomes Assessed | |
|---|---|---|---|---|---|---|
| 1 | Terminal Semester Exam | Final Exam | Closed Book Exam | 70 % | End of Semester | 1,2,3,4 |
Full Time Mode Workload
| Type | Location | Description | Hours | Frequency | Avg Workload |
|---|---|---|---|---|---|
| Lecture | Tiered Classroom | Lecture | 3 | Weekly | 3.00 |
| Tutorial | Flat Classroom | Group Based Work | 1 | Weekly | 1.00 |
| Independent Learning | Not Specified | Reading and Assignment Work | 3 | Weekly | 3.00 |
Total Full Time Average Weekly Learner Contact Time 4.00 Hours
Required & Recommended Book List
Required Reading
2016-08-05 The Handbook of Managing and Marketing Tourism Experiences Emerald Group Publishing
ISBN 1786352907 ISBN-13 9781786352903
2016-08-05 The Handbook of Managing and Marketing Tourism Experiences Emerald Group Publishing
ISBN 1786352907 ISBN-13 9781786352903
The planning, design, management and marketing of experiences for tourism markets is a major challenge for tourism destinations and providers in a globalized and highly competitive market. This book bridges the gap in contemporary literature by carefully examining the management and marketing of tourism experiences. It has the following specific objectives: first to analyse the main issues and challenges related to tourism experience management and marketing; second, to present and discuss adequate analytical frameworks and tools; third to explore the adoption and implementation of approaches to managing and marketing experiences in various tourism contexts and industries; and finally to present and discuss case studies illustrating approaches adopted, methods implemented and best practices in addressing related issues. The book concludes by providing strategic management and marketing implications and recommendations for tourism businesses and destinations to enable them to successfully create, manage, market and evaluate tourism experiences
Required Reading
2019-03-04 Marketing for Tourism and Hospitality Routledge
ISBN 9781317308799 ISBN-13 1317308794
2019-03-04 Marketing for Tourism and Hospitality Routledge
ISBN 9781317308799 ISBN-13 1317308794
The marketing landscape has changed dramatically in recent years, especially for tourism and hospitality practitioners. Marketing for these industries is now a multi-dimensional, collaborative venture driven by technological change and the growing demand for authentic co-created experiences. Marketing for Tourism and Hospitality provides students with a contemporary, accessible and useful resource as they prepare to encounter the complexities and challenges of tourism and hospitality marketing globally. A clear articulation of the changing landscape, a comprehensive introduction to the three underpinning themes of collaboration, technology and experiences, and a plentiful supply of international case material provide students with an enjoyable and digestible resource that is both academically rigorous and practice-oriented, helping them prepare for day-to-day problems in the dynamic world of marketing. This contemporary, challenging and highly applied text is an indispensable resource for all students of tourism and hospitality degree programmes.
Required Reading
2018-12 Experiential Consumption and Marketing in Tourism Within a Cross-Cultural Context
ISBN 1911396986 ISBN-13 9781911396987
2018-12 Experiential Consumption and Marketing in Tourism Within a Cross-Cultural Context
ISBN 1911396986 ISBN-13 9781911396987
Culture is the entangling web of symbols, sounds, rituals, rites and practices by which we become persons and by which we can grow. Culture is often the reason for travel, and both bargain and barrier in its consumption. Underpinned by globalization, tourism is both enabling and threatening culture and its practices, as business commodifies authentic differences. This book includes contributions that analyze and critique initiations to culture, and reports on the facilitation, celebration and sharing of culture through tourism and how each is manifested in tourism marketing theory, policy and practice. It contains case examples of the opportunities, best practices, aims, pitfalls and mistakes of those tourism businesses which have culture as their core experience as well as cases of where different tourists are engaged in exploring and learning about other cultures. In addition, the book contains chapters on the below themes of interest where culture has contributed strongly to their outcomes: the roles of tourists, locals and communities, events, business practices in facilitating and sharing culture, relationship marketing, experiential marketing, cross-border marketing, product differentiation and market segmentation, shopping experiences, storytelling and visual narrative analysis.Part of the Advances in Tourism Marketing series - a series of cutting-edge research-informed edited books that introduce the reader to a range of contemporary marketing phenomena in the domain of travel and tourism.
Recommended Reading
Experiential Marketing Consumer Behaviour, Customer Experience and the 7E's Routledge
Experiential Marketing Consumer Behaviour, Customer Experience and the 7E's Routledge
Required Reading
2013 Marketing and Designing the Tourist Experience Goodfellow Pub Limited
ISBN 1908999462 ISBN-13 9781908999467
2013 Marketing and Designing the Tourist Experience Goodfellow Pub Limited
ISBN 1908999462 ISBN-13 9781908999467
The originality of this text lies in its combination of a wide range of knowledge, theory and best practice that has so far been widely distributed across a range of sources. Drawing all this together allows the authors to offer a much needed multifaceted but carefully integrated overview of managing and promoting the tourist experience.For students and practitioners alike it will make clear both in theory and in practice:* What really lies at the heart of the customer experience;* How to manage and improve service provision;* How to influence the customer experience;* Key examples illustrating real world success. The topic of 'experience' is becoming central to a proper and full understanding of consumer behaviour and the book covers the key sectors where it is a critical factor- from resort management and tourist information to destination marketing. International in scope and applicability it backs up the theory throughout with relevant case materials, questions and exercises.Written by experienced educators it is ideal for upper level students in tourism marketing and tourism management, and important for all practitioners and managers who also need to understand the principles and practice of experiential and tourism marketing, tourist behaviour, service quality and customer experience.
Module Resources
Non ISBN Literary Resources
Fáilte Ireland Resources - Experience Guide Experiences Explained
Association of Visitor Experiences and Attractions Ireland - Resources & Reports
The UNWTO, ITIC,& Tourism Ireland Resources / Materials
Updated Literary Resources
Journal Resources
Journal of Travel and Tourism Marketing.
Journal of Vacation Marketing.
Journal of Tourist Studies
Journal of Travel Research
Journal of Marketing Management
URL Resources
www.tandonline.com
www.emerald.com
www.avea.ie
www.researchgate.net
www.world-tourism.org
www.wttc.org
www.etc-corporate.org
www.itic.ie
www.tourismireland.com
Other Resources
Irish Association of Visitor Attractions and Experiences Publications
Additional Information
International Tourism Destination Websites / Experiential Marketing Resources