Prof. Dr. Wolfgang Georg Arlt
International Tourism Management

 

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ITM Master 1. Sem
8001: Seminar International Tourism Management
           Fr 11.45 - 13.15 h, H 12

  

  Welcome to the Experience Economy,
the next step of global economic development
after the service/knowledge economy.

 

Customers don't want choice;
they just want exactly what they want

 

 

Mass Customization: The BA / IMI example:  

Databank of Business/First-Class passenger food/drink preferences --> loading exactly what each customer wants

Results: Customized Service + 8 mio. US$ savings per year

http://www.im.se/

 

 

"Customer satisfaction" - Asking: How did we do?

 http://www.peppertreespokane.com/survey.asp

 

 

 

Real Customer satisfaction - Asking: What do you really want?

 

 

 

 

 

Giving the customer the pair of glasses s/he wants, not a big variety of choices:

MIKISSIMES DESIGN SYSTEM

http://www.paris-miki.com/

 

 

 

 

 

Customer sacrifice =

What customer wants exactly minus What customer settles for

 

 

 

 

 

 

Four types of Customer Sacrifice Leading to Four Approaches to Customization

Product Change

 

Repeat-again: Transparent Customization

The Elusive
Experience

Either-Or: Collaborative Customization

The Exploring Experience

No Product Change

 

Sort-Through: Adaptive Customization

The Experimenting Experience

Form-of:
Cosmetic Customization

The Gratifying Experience

 

 

 

 

 

No Representation Change

Representation Change

 

 

Work = Theatre --> Consequences for Tourism

 

 

Drama - Strategy - Dramaturg

Script - Processes - Scriptwriter

Theatre - Work - Technicians (Set designer, prop managers, costume designers)

Performance - Offering - Stage Crew

Audience - Customers

 

 

 Implementation example: Denmark http://www.oem.dk/publication/dk-culture/experience_economy.pdf

 

 

 

 
 Each methodical approach will be introduced in a lecture. Students should then use this approach for a tourism topic of their choice and give a 10-15 min. presentation about the result in the next session. Two students form a group.

 

  Contact: Prof. Dr. Wolfgang Georg Arlt, Study Program Director
Bachelor and Master Program International Tourism Management
arlt@fh-westkueste.de, Office 2.018, Tel. 0481 8555-513
Consultation hours (during lecture period): Wednesday 11.00 - 12.00 h
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