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Tour Operations. Tourism in Dream society. Rolf Jensen 1999 " The Dream Society" "Heartstorm“ , "The Future Makers" Similar Story: Experience Economy concept. ‘’Commodities’’. Coffee beans Butter. Nickel Wool. Simple products, no transformations.

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tourism in dream society

Tour Operations

Tourism in Dream society

Rolf Jensen 1999

" The Dream Society" "Heartstorm“, "The Future Makers" Similar Story: Experience Economy concept

commodities

‘’Commodities’’

  • Coffee beans
  • Butter
  • Nickel
  • Wool

Simple products, no transformations

Similar: Experience economy concept

danish hen s eggs classic e motional story telling about
Danish Hen’s EggsClassic emotional story telling about:
  • Ethical keeping of animals, in freedom
  • Rural romanticism
  • Ould good times

Product with

an emotional story behind it

Commodity

>

glimpse of history
Glimpse of History

“DREAMSOCIETY”

Progression of

ECONOMIC

VALUE

SOCIETY’s

Progression

EMOTION

SOCIETY

EXPERIENCES

INFORMATION

SOCIETY

DATA, SERVICES

20 YEARS

PRODUCTS

INDUSTRIAL

SOCIETY

150 YEARS

COMMODITIES

AGRARIAN SOCIETY

10.000 YEARS

new drivers
New Drivers

INFORMATION

SOCIETY

DREAM SOCIETY

>

Technologies

Emotions

Rationalism

Stories

Values

Pragmatism

Spiritual comfort

Physical comfort

Emotional intelligence

Rational intelligence

tourism in the dream society
Tourism in the Dream Society

DREAM SOCIETY

INFORMATION SOCIETY

Economic value

SERVICES

EXPERIENCES & “STORIES”

Desires

TO VISIT / TO REST

EMOTIONAL PYRAMID

Tourism typology

GENERAL INTEREST

SPECIAL INTEREST

Trend

COMMODITISATION

PERSONALISATION...

in out
In & Out

Out

In

Sellers of Holidays (Beds)

Sellers of Experiences

Package tour Creators

Story Creators

The Sellers

The Storytellers

OUTGOING ... DIRECTOR

STORY, DREAMs &

EXPERIENCES DIRECTOR

>

‘’Legend Management’’ BALTTOUR 06

slide9

Banyan Tree

“Behind the success of Banyan Tree Hotels & Resorts lies the untold

story of a steely faith in the power of environmental conservation”

slide10

EMOTIONAL PYRAMID

Buying Behaviour of a Tourist in the Dream Society

slide11

Safety & Security

I control the situation

I do not feel cheated

I know what is happening

My rights are respected

I am not cheated*

*regardless of feeling

Safety & Security

slide12

Diversity

Permanent nice surprises

Architecture, landscaping, design, activities, etc.

Options for amusement

Options to face challenges

Diversity

slide13

Personalisation

I am recognized

I am special and I am recognized as such (smth. just for You…)

Personalisation

slide14

Akceptance

I feel accepted as a person

I feel part of the group

I feel that the group accepts me

I have the pleasure of sharing

Play, discussion, learning, etc.

Group activities Do-and-Share (cooking)

Acceptance

slide15

Growth

Self-esteem reinforcement

The travel reinforces my self-image

I receive permanent positive inputs

Growth

slide16

Contribution

Contribution

I feel useful

I am contributing to a good cause

LP choices and demands behind them

slide17

THE EMOTIONAL PYRAMID

Contribution

Growth

Acceptance

Personalisation

Diversity

Safety & Security

adventures market
Adventures market

Ordinary people doing “extraordinary” things

Stories of: Challenges, Emotions, Risks, Efforts, Excellence, Achievement...

sport market
Sport market

The Olympic Games: the biggest universal sport “story”

nature market
Nature market

People want “stories” related to “Mother Nature”, her mysteries and strengths.

love market
Love market

People need to love and to feel loved

(friends, relatives, reunions)

wellness market
Wellness market

The Dream Society demands physical and mental health

traveling to improve quality of life
Traveling to improve quality of life
  • Keep-fit tourism
  • Spiritual comfort tourism
good life la dolce vita market
Good life (La Dolce Vita) market

To be “pampered” in a luxury atmosphere... Where they know how to take care of you..

new jet set market
New ‘’Jet Set’’ market

The Jet Set Dream Society is not looking for luxury but for something original, unique, different...

peace of mind market
Peace of mind market

Serenity

Authenticity

Values

convictions market
Convictions market

The Dream Society demands causes and convictions

Rescue as Market Value

volunteerism as tourism business
Volunteerism as tourism business?
  • To help = to pay = pleasure worth to be paid for?
  • To pay:
    • Air ticket
    • Accommodation
    • Participation
    • Job input
conclussions possible
Conclussions (possible)
  • A new society is already emerging, we are moving from the information society to the dream society. The dream society is driven by emotions, experiences and stories.
  • The key to success for the tourism sector is to build communication around stories, experiences and emotions.
  • The dream society represents a tremendous opportunity for us. The tourist in the dream society is looking for new ways of travelling and is prepared and able to spend money to find them.