local experiences and social enterprises

Professor Dr. Walter Jamieson

Tourism Action Group

Service Innovation Program

College of Innovation, Thammasat University 1

The 9th UNWTO/PATA Forum on TOURISM TRENDS AND OUTLOOK

Guilin October 2015

Local Experiences and Social Enterprises

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Visitor always have an experience (Good | Bad | Indifferent)

“Customer experience is bigger than the customer service and it is the full, end to end experience. It starts when you first hear

about Amazon from friends, and ends when you get the package in the mail and open it.”

Jeff Bazos Amazon

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Types of Tourism Experiences

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tangible

intangible emotion

meaning

pleasure

characters

setting

scenes

visual design

content

pages

flows

images

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Decision making dominated by emotional drivers over

rational features and benefits

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Connection

Excitement Warmth

A recent survey of 800 North American travelers.

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Need to Change Mindsets on How to Respond to the “New Visitor”

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The Experience Map Process

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Restaurants Cooking classes

Home stays

Tours Outfitting Slum tours

Handicrafts Farm tours

Local Social Enterprise Opportunities

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Developing a story

Capacity building

Embracing the supply chain

Innovation

Developing the Social Enterprise

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wjtourism@hotmail.com