International Journal of Hospitality and Tourism Systems

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Designing Unique and Memorable Experiences: Co-creation and the "surprise" Factor.


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1 Minho University, Campus Gualtar, 4710-057 Braga., Portugal
     

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The unique and memorable experience emerges as a strategic choice for tourism and event management organizations in order to capture an intangible differentiation. The paper proposes a theoretical framework of antecedents and outcomes of the salient experience memorizing and cocreation process. A survey was conducted with 80 post-graduate students who described a written narrative of their most memorable experiences. These experiences were classified within a grid (Pine and Gilmore, 1988): (un)controlled entertainment (D1/D2) versus (un)controlled exploring (D3/D4). Personnel's responsiveness, sympathy, professionalism and personalized and unexpected surprises are pointed out as potential competitive advantages. The experience-mix was at some extent predicted in terms of self-concept attributes (organized/disorganized, rugged/delicate, and common/unique) and ideal hotel preferences (good for shopping; promotions; and children friendly).

Keywords

Event Management, Experiential Marketing, Co-creation, Experience Mix, Experience Typology
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  • Designing Unique and Memorable Experiences: Co-creation and the "surprise" Factor.

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Authors

Antonio Azevedo
Minho University, Campus Gualtar, 4710-057 Braga., Portugal

Abstract


The unique and memorable experience emerges as a strategic choice for tourism and event management organizations in order to capture an intangible differentiation. The paper proposes a theoretical framework of antecedents and outcomes of the salient experience memorizing and cocreation process. A survey was conducted with 80 post-graduate students who described a written narrative of their most memorable experiences. These experiences were classified within a grid (Pine and Gilmore, 1988): (un)controlled entertainment (D1/D2) versus (un)controlled exploring (D3/D4). Personnel's responsiveness, sympathy, professionalism and personalized and unexpected surprises are pointed out as potential competitive advantages. The experience-mix was at some extent predicted in terms of self-concept attributes (organized/disorganized, rugged/delicate, and common/unique) and ideal hotel preferences (good for shopping; promotions; and children friendly).

Keywords


Event Management, Experiential Marketing, Co-creation, Experience Mix, Experience Typology

References