Strategies for Creating Unique Packages for Tourists Oklahoma Conference on Tourism May 16, 2017 Stacy Tomas, PhD School of Hotel and Restaurant Administration Oklahoma State University
Emerging Travel Trends Culture and Content Self-improvement Sanctuary for the senses Streel Level Culture Small local events where they can blend in Bourgeoisie Bohemians Intrinsic values and content Unique experiences
Millennials Convenience, online options Looking for cultural immersion through cuisine, local hotspots Looking for authentic experiences User-generated content Will be the largest travel market in the next several years
Experiential Travel and the Search for the Authentic Connecting to the history, people and culture of a destination Customized local experiences Off the beaten track New, Local, Authentic Learn something new Learn something about themselves
Mobile Photography Looking to share experiences Documenting memories are they are occurring Highlight locations that are photo worthy Iconic and unique Create a unique hashtag
Food Tourism Not just dining out Cooking courses, farm tours, tasting sessions, farmers markets, winery tours Food and culture are connected Food tells the story of a place
Pet Friendly Travel Fur babies are part of the family Over half of all US dog owners now travel with their pets Important for a drive-in state like Oklahoma
Staycations Important for a drive-in state like Oklahoma Less money, time off from work Less planning, less stress Distance does not equal fun Offer tips for a personalized staycation plan
Strategies for Creating Unique Packages The experience is made up of many separate pieces Collect these, combine these and make it easy! Do the work for the visitor Consider the needs for people to: Eat Sleep Shop Learn Have fun Special considerations for families, special occasions, etc.
Emotional Rewards of Great Packages Social interaction Active participation Comfortable surroundings Challenging, new, or unusual experiences Opportunities to learn A sense of doing something worthwhile
Collaboration is Key! Businesses in small tourism towns need each other. Together they make their town a viable destination for visitors. And together they can help visitors feel more connected to the town.
Tourists Don t Know County Lines The region is the destination. Work to create the entire tourism experience or the tourism package. Similar businesses or nearby communities are not competition, they are part of your tourism product! The more there is to do, the more appealing a place becomes. Tourism is community based and regional in structure
Opportunities for Partnerships/Collaboration 2. En route pattern 3. Base camp pattern 4. Regional tour pattern 1. Single destination pattern Home 5. Trip chaining pattern * Adapted from Lue, Crompton, & Fesenmaier, 1993
Benefits of Multidestination Travel for Tourists Multiple-benefit seeking Diversity of preferences Risk and uncertainty reduction Economic rationalism Visiting friends and relatives
Benefits of Collaboration for Businesses Regional attractions (primary and rural) can benefit from each other Cumulative Attraction More business if located within reasonable proximity Side trips = more attractive options Opportunities for cooperative marketing and partnerships Stretch your budget
Using STORIES to create the EXPERIENCE! Destination brands can be built around stories who you are, your unique history = most effective Stories provide: Personalization Context Common Ground - Connection Brand Intersections Increased Relevance Future Chapters
What are Stories? Stories are Value Statements Stories can be shared orally, written, photos, plays/movies, internet Stories can be communicated via people, ads, products, services, symbols Sole & Gray-Wilson (1999, p.6)
Why Use Stories? Storytelling = oldest, most powerful modes of communication Storytelling done well = persuasion Stories connect with visitors on emotional level Ties destination & visitor closer together Brand community through shared stories Visitors gain meaning from good stories Stories stay in visitor s memory longer Easily shared/retold to others Mossberg & Johansen (2006)
Why Use Stories? We bought a Christmas tree. versus My husband, 2 kids, and I went to Helms Christmas Tree Farm. We picked out our tree and roasted marshmallows. The entire family had a great time! Which story is better?
Go Tell Your Story! There is a story in every experience Listen to what others are saying Think about current trends & how you fit Tell an authentic story
6 Stories to Tell Origin Where did product/idea come from? Purpose Why do you do what you do? Vision Where are you going? Education What is important about your destination or business? Ethics Anytime someone walks the walk of what they are doing. Connection How do you connect with the community?
Let your Customers do the Talking Share their stories Share their experiences Know what others are saying about you! www.tripadvisor.com Listen Ask Google Alerts
Bottom Line - Why Use Stories? Stories Matter! Stories are the Experience Experiences are what sets your destination apart from others The Experience Economy, Pine & Gilmore (1999)
Local Characters? Who are your best storytellers? Can you incorporate them into your package? Go to them or bring them to you
Local Food What visitors can t get back home Holes in the wall, greasy spoons, mom and pops? Where the locals eat? Progressive dinners?
Fun and the Five Senses Five sense synergy Not just what visitors can see Taste Smell Hear Touch
Don t Forget the Souvenirs Symbols of the experience Locally made, unique Images, post cards Markers
Build in the Photo Ops Point out where the great spots are Where to catch a great sunset Where to see the stars Iconic landmarks Build them into activities
Top 10 Lists Top 10.Everything! 1. Family friendly activities 2. Outdoor activities 3. Things to do on a rainy day 4. Fun and free things to do 5. Foods you must try 6. Things to do on a Saturday 7. Sounds to hear 8. Photo spots 9. Interesting facts 10. Educational opportunities Why lists work: 1. Easy to write 2. Short attention span 3. Easy to read 4. Can be read in segments 5. Good format for phones 6. People enjoy categorizing and listing 7. Shareability 8. Range of use 9. Condensed facts 10. Speed of information
Source: Mary Mulvey, CEO of Ecotourism Ireland
Source: Mary Mulvey, CEO of Ecotourism Ireland
Source: Mary Mulvey, CEO of Ecotourism Ireland
Source: Mary Mulvey, CEO of Ecotourism Ireland
Strategies for Creating Unique Packages for Tourists Oklahoma Conference on Tourism May 16, 2017 Stacy Tomas, PhD School of Hotel and Restaurant Administration Oklahoma State University