Travel Reference
In-Depth Information
Table 10.1
Comparison of experiences
Experience 1.0
Experience 2.0
Experience 3.0
Passive provision
Active co-creation
Holistic technology enhanced co-creation
Physical staging
Physical co-creation
Physical and virtual co-creation
Experience on-site
Experience on-site
Extended experience in the pre-travel,
on-site and post-travel stage
Company staging
Company engaging and
co-creating
Company co-creating and technology-
enhancing
Standardized, mass
produced experience
Customized co-creation
experience
Rich, personalized, connected,
co-constructed experience
One-way delivery
(company to
consumer)
Two-way engagement
(company and consumer)
Multi-level engagement
(company, consumer and surrounding
connected network of providers,
co-consumers, and social networks)
Innovation by
transforming services
into experiences
Innovation by transforming
experiences into co-creation
experiences
Innovation by transforming co-creation
experiences into rich technology enhanced
tourism experiences
participatory approach of experience creation. Facilitated by ICTs, experiences have become
multiplied in terms of consumer participation, engagement and spaces, resulting in a connected,
rich and more personalized experience and value extraction.
Elaborating on the notion that ICTs constitute an integral part of tourism experiences, a
change of perspective in marketing is needed. Co-creation needs to be open for the potential
inherent in technology. To take the lead in creating more compelling experiences, it is therefore
not suffi cient for tourism marketing and organizations to only allow for co-creation but it is
paramount that they uncover the potential of ICTs for experience creation (Neuhofer
et al
.
2012). Innovation is one of the biggest decommoditizers to create something new, differentiated
and valuable (Pine and Korn 2011). In this particular respect, this means to exploit one of the
most decisive resources of innovation, namely technology to generate Experience 3.0: technology
enhanced tourism experiences offering a new point of departure for innovative experience
creation. Only those making the shift to instrumentalize ICTs for enhanced co-creation will
be able to increase their value proposition, reduce commodifi cation and gain competitive
advantage. The future success of companies will therefore lie with those who are able to realize
technology enhanced tourism experiences.
Realizing technology enhanced tourism experiences in practice
To most effectively implement this concept in tourism practice, it is necessary to fully understand
the processes involved in this endeavour on a practical level. For this purpose, this chapter
continues by breaking down the experience creation process and taking a closer look at the
single components involved.
Figure 10.2
provides a graphical overview, representing the
components involved in the dynamic multi-stage and multi-individual co-creation process of
technology enhanced tourism experiences.
This chapter now seeks to assess the following elements in detail, namely:
•
Individuals
: who is involved in the co-creation of technology enhanced tourism experiences?
•
Stages
: where/when
are technology enhanced tourism experiences created?
