The document discusses designing cultural tourism products and experiences. It notes that understanding tourists' expectations and providing memorable experiences are key success factors. It explores segmenting tourists based on the types of experiences they seek and outlines categories of cultural tourism like heritage, arts, and creative tourism. The document advises determining target markets based on demographic, psychographic, and behavioral profiles. It also discusses ingredients for memorable experiences, co-creating value with tourists, and achieving flow - an optimal psychological state - during the tourism experience.

1. Lidia ANDRADES,
University of Extremadura
THE CULTURAL TOURIST'S EXPERIENCE;
DEVELOPING CULTURAL TOURISM
PRODUCTS;
MANAGEMENT AND IMPLICATIONS
13rd July 2016, Cáceres - International Summer School
Panel 1: Creativity and Innovation for Cultural and Tourism
Management in European Routes and Heritage Sites

2. Lidia ANDRADES,
University of Extremadura
THINKING ABOUT….
Understanding tourists' longings and tourists’ expectations
Cultural tourism experiences at destinations
Key success factor when designing tourism products

3. Lidia ANDRADES,
University of Extremadura
DESIGNING AND PROVIDING
EXPERIENCES
The “cultural tourist experience”
involves participation in touristic activities
within culturally important spaces at destinations,
the meaning of these interactions, and the thoughts and
feelings the interactions arouse for tourists
(Rhoden, 2010)

4. Lidia ANDRADES,
University of Extremadura
DESIGNING AND PROVIDING
PEAK EXPERIENCES
Who are our customers?
What excite/motivate them?
What attributes of the service they look for?
What is important for them?

5. Lidia ANDRADES,
University of Extremadura
Tourists …
§ Demographic profile
§ Nationality
§ Residence area
§ Sex, Age, Family
§ Social class
§ Profession
§ Incomes
§ Qualification
§ Religion
Companies / Organizations:
§ Geographic location
§ Company size
§ Number of offices
§ Number of employees
§ Sector
§ Main providers and customers
Seasonality and tourist
flows management

6. Lidia ANDRADES,
University of Extremadura
Who/where is my target market?
Tourists’ psychographic profile:
What tourists think of feel; lifestyles, motivations…
Mood of the World; Life & leisure; Personal Values;
Power Brand fundamentals;
Social networks and influence;
Shopping behaviour and decisions;
Beverages; Youth issues; Media and advertising;
Technology; Beauty; Automotive

7. Lidia ANDRADES,
University of Extremadura
TOURIST ROLES WITHIN THE CONCEPTUAL
CONTINUUM OF THE TOURIST EXPERIENCE

8. Lidia ANDRADES,
University of Extremadura
Who are my potential customers?
Behavioural profile (Eurostyles, GFK):

9. Lidia ANDRADES,
University of Extremadura

10. Lidia ANDRADES,
University of Extremadura

11. Lidia ANDRADES,
University of Extremadura
MARKET SEGMENTS ACCORDING TO THE
EXPERIENCES THAT TOURISTS ARE SEEKING
FOR
(Gnoth, J., 2012)
Fig.1 Experience Segments
Consciousness
Activity
Existential Authenticity
Role-Authenticity
ExplorationRecreation
B
E
I
N
G
B
E
C
O
M
I
N
G

12. Lidia ANDRADES,
University of Extremadura
DESIGNING AND PROVIDING
EXPERIENCES
What is a memorable experience?
§ Anticipation
§ Pre-purchase / planning
§ Experience at the destination
§ Post-purchase
Value Co-creation:
§ Producers & tourist cooperate to co-create experiences
Who?
Why? How?
When?
How is the
acquisition
process?
How is the
consumption
process?
What tells about
the destination after
the visit? Where?
To whom?
Tourists

13. Lidia ANDRADES,
University of Extremadura
DESIGNING AND PROVIDING
EXPERIENCES
Ingredients?

14. Lidia ANDRADES,
University of Extremadura
Cultural tourism (Rhoden et al, 2015):
Need for understanding the nature,
both tangible and intangible,
of the cultural tourism product

15. Lidia ANDRADES,
University of Extremadura
Cultural tourism, categories (Smith, 2009)
Heritage tourism: castles; palaces; country houses; archaeological sites; monuments;
architecture; museums; religious sites.
Urban cultural tourism: historic cities; regenerated industrial cities; waterfront
developments; arts and heritage attractions; shopping; nightlife.
Rural cultural tourism: village tourism; agro or farm tourism; eco museums; cultural
landscapes; national parks; wine trails.
Indigenous cultural tourism: hill tribe; desert; jungle rainforest or mountain trekking; tribal
villages; visits to cultural centres; arts and crafts; cultural performances; festivals.

16. Lidia ANDRADES,
University of Extremadura
Cultural tourism, categories (Smith, 2009)
Arts tourism: theatre; concerts; galleries; festivals, carnivals and events; literary
sites.
Creative tourism: photography; painting; pottery; dance; cookery; crafts; creative
industries.
Experiential cultural tourism: theme parks; themed restaurants; shopping malls;
pop concerts; sporting event; film and TV location; celebrity-endorsed
products.

17. Lidia ANDRADES,
University of Extremadura
CREATIVITY AND DESIGN
Designing
tourism products

18. Lidia ANDRADES,
University of Extremadura

19. Lidia ANDRADES,
University of Extremadura

20. THE STARTING
POINT…
ü Tourism services and products
that people would like to acquire /
enjoy and pay for…
ü Available resources
ü What is unique? Why?
ü To turn resources into products

21. THE STARTING
POINT…
ü Main challenges: Cultural tourism
supply:
ü In your understanding, what is
missing at the destination?
ü Envisioning a differentiated & an
appealing supply
ü Strategic Marketing Plan:
ü what is it about?

22. THE STARTING
POINT…
Designing interactions:
ü Between tourists at the destination
ü Between tourists and tourism
service providers
ü Between tourists and the
destination: the atmosphere….
Dinamizing the destination
Gammification in tourism

23. Lidia ANDRADES,
University of Extremadura
Ideas screening:
The process:
1. Describe the product, the target market, the main competitors
2. Forecast the size of the target market,
the price of our product, developing costs and time to the market,
production costs and margins
First: generating the maximum number of ideas
Second: filter the best ones.
Developing cultural tourism products:
stages

24. Lidia ANDRADES,
University of Extremadura
Premises:
2
4
Optimizing the tourists’ experience
Differentiation from our competitors
Economic sustainability
Social Sustainability
Environmental sustainability
Developing cultural tourism products:
stages

25. Lidia ANDRADES,
University of Extremadura
TOURISTS’ INVOLVEMENT
DETERMINANTS
• To participate and co-create their experience
• To recommend
• To re-visit the destination
• Social bonds

26. Lidia ANDRADES,
University of Extremadura
FLOW:
THE PSYCHOLOGY OF
OPTIMAL EXPERIENCE
Mihaly Csikszentmihalyi
University of Chicago
Positive phycology
He is noted for his work in the study of happiness and creativity,
and best known as the architect of the notion of flow

27. Lidia ANDRADES,
University of Extremadura
FLOW:
THE PSYCHOLOGY OF OPTIMAL EXPERIENCE

28. Conclusions