Urban Tourism

The Tourism Industry

• Tourism is based on difference.

• For tourists the visited places are “free” of work, services are supplied which free the consumer from daily burdens.

• Tourism attractions are assumed to be unique, different from everyday environment.

Experience and Behavior

Patterns and Preferences

Determinant of quality of experience

Perceptions of Assets

ImpactsEnvironmental, Social

and Economic

Broad Governance/PolicyPlanning and Design

(Including Infrastructure)Management

(Destination and Place)Marketing and

Communication

Positive Outcomes

LinkagesIndustry and

Spatial Economic

Contribution

Positive Outcomes

Best Practice

Benchmarking

Positive Outcomes

TRENDS- MACRO

TRENDS- MICRO

URBAN TOURISM ASSETS

Strategic Framework for Urban Tourism Research

Needs and observations

• Raising rate of urban tourists

• People having a hard time choosing where, how and when to go

• Tourists are subject to a double motive: Escape from routine and seek recreational opportunities (tension-reducing/arousal-seeking)

• Customers motivations are often contradictory: Novelty (adventure) vs. familiarity (security)

Needs and observations- Motivations

• Escape from a perceived mundane environment

• Exploration and evaluation of self Relaxation

• Prestige

• Regression

• Enhancement of kinship relationships

• Facilitation of social interaction

• Novelty

• Education

The complexity of tourist behavior

Tourist

choice

Includes high level of info. search

Emotional significance

Is influenced by other people

Is long-term decision

Has high level of

insecurity due to

intangibility

Is highly involved

(high commitmen

t)

Depends on provider

Framework

Customer Side• Typology• Motivation

Experience Side

• The 4Es

Push Pull

Socio-psychological motives

Destination Influence

Medium offering:

• Flavor (Theme)• Customization• Design

Tourism Product

Accommodation

Food and Drink

Attraction Enjoyment

Events

Transports

Medium offering:

• Flavor (Theme)• Customization• Design

Framework- Customer side (socio-psychological motives):

Type description Tourist categories Tourist typologies

• Plan their own trip• Live with locals• Immerse in culture

The drifterAllocentricsAdventure seekers

• Plan for themselves• Mix (not fully) to locals The explorer

• Seek packages but with some control

Individual mass tourist Psychocentrics

Conservatives• Seek fully planned packages Organized mass

tourist

Impulsiv

e

Planned

Framework- Customer side (IC needs):

Pre-Consumption

• Planning• Expectation

Formation• Decision

Making• Transactions• Anticipation

Consumption

• Connection• Navigation• Short Term• Decision

Making• On-Site

Transaction

Post Consumption

• Sharing• Documentati

on• External

Memory• Re-

Experiencing

• Attachment

Tourist choice

Includes high level

of info. search

Emotional significanc

e

Is influenced by other people

Is long-term

decision

Has high level of

insecurity due to

intangibility

Is highly involved

(high commitme

nt)

Depends on provider

Framework- Experience side:

EntertainmentExp.

EducationExp.

Esthetic Exp.

EscapistExp.

Absorption

Immersion

Passive Participatio

n

Active Participatio

n

Framework- Experience dimensions

• Sensory: Aesthetics and sensory qualities

• Affective: Moods and emotions

• Intellectual: Analytical and imaginative thinking Analytical and imaginative thinking

• Behavioral: Motor actions and behaviors

• Social: Relationships with others,self, groups and cultures

Framework- Medium offering

• Theme the experience with 5 dimension of experience, considering customer typologies, e.g. !

Framework- Medium offering: Design & Customization

• Since power has shifted to unique, mobile, demanding and empowered Consumers, good design involves the 5Cs.

Cross-Channel

Control

Customization

Community

ContentSomething New!

Customer Side• Typology• Motivation

Experience Side

• The 4Es

Push Pull

Socio-psychological motives

Destination Influence

Medium offering:

• Flavor (Theme)• Customization• Design

Changing The Experience Paradigm!Impulsiv

e

Planned

Pre-Consumption • Planning

• Expectation Formation

• Decision Making

• Transactions• Anticipation

Consumption

• Connection• Navigation• Short Term• Decision

Making• On-Site

Transaction

Post Consumption • Sharing

• Documentation

• External Memory

• Re-Experiencing

• Attachment

Something New!?