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How to use Customer Journey Mapping to Optimize Brand
Touchpoints as an Destination Management Organisation.


                                      Salzburger Almenweg.
                                      The Perfect Day.




 SALZBURGERLAND.COM
Salzburger Almenweg
  Facts and Figures
     350 km, 120 alps, 31 Etappen
     long distance trail, loop trail
     market launch: 2006, ITB Berlin
     connects 25 Pongauer regions
     Theme: „Von Alm zu Alm dem
      Enzian auf der Spur




  Regional staging of

SALZBURGERLAND.COM
SALZBURGERLAND.COM
Enzian-Theme




SALZBURGERLAND.COM
Orientation , Give Aways, …




SALZBURGERLAND.COM
Specials f.e. „Großarltaler Almgeheimnisse“
 theme: „culinary experiences Großarltal“
  (Villages: Großarl, Hüttschlag)
 Collect recipies at 14 alpine huts
  at routes Nr. 14 – 17




SALZBURGERLAND.COM
Branding by Experiences




   • DESTINATIONS- UND PRODUKTENTWICKLUNG IM TOURISMUS

   • INFRASTRUKTUR                       I     SERVICE         I   MARKE   I   ERLEBNIS




Source: LEO LAPLAND - Handbook for Experience Stagers
http://www.leofinland.fi/index.php?name=Content&nodeIDX=3838



SALZBURGERLAND.COM
SALZBURGER ALMENWEG
1.STEP: Definition of Visitors

•Most Important
•Important in the future (3-5 years)
•Most Favorite

TOOL: Persona Methode




SALZBURGERLAND.COM
Quelle: tourismusdesign



  SALZBURGERLAND.COM
SALZBURGER ALMENWEG
1.STEP: Definition of Visitors

•most Important today
•important in the future (3-5 years)
•most favorite




SALZBURGERLAND.COM
SALZBURGER ALMENWEG
2. STEP: develop meaningful strategy

                     EXPERIENCE PYRAMIDE …




                         Source: LEO LAPLAND, Handbook for Experience Stagers,
                         http://www.leofinland.fi/index.php?name=Content&nodeIDX=3838
SALZBURGERLAND.COM
SALZBURGER ALMENWEG
2. STEP: develop meaningful strategy

TOOL: Experience-Pyramide




SALZBURGERLAND.COM
SALZBURGER ALMENWEG
2. STEP: develop meaningful strategy

TOOL: Experience-Pyramide




SALZBURGERLAND.COM
SALZBURGER ALMENWEG
3. STEP: Develop Tactics
TOOL: Customer Journey Mapping / Stages of a Travel




        Before Travel.                   During Travel.     After Travel.




    •   DREHBUCH 2. SCHRITT:
    •   INSTRUMENT:




  SALZBURGERLAND.COM
Quelle: Service Design. Intensiv. März 2010, Birgit Mager
Quelle: tourismusdesign
SALZBURGER ALMENWEG
3. STEP: Develop Tactics
TOOL: Customer Journey Mapping / Stages of a Travel




        Before Travel.                   During Travel.     After Travel.




    •   DREHBUCH 2. SCHRITT:
    •   INSTRUMENT:




  SALZBURGERLAND.COM
Quelle: Service Design. Intensiv. März 2010, Birgit Mager
SALZBURGER ALMENWEG
3. STEP: Develop Tactics
TOOL: Customer Journey Mapping / Stages of a Travel




        Before Travel.                   During Travel.     After Travel.




                   STAGES OF A TRAVEL
  arrive I explore I relax I taste I meet I connect
   • DREHBUCH 2. SCHRITT:
    •   INSTRUMENT:




  SALZBURGERLAND.COM
Quelle: Service Design. Intensiv. März 2010, Birgit Mager
SALZBURGER ALMENWEG
3. STEP: Develop Tactics
TOOL: Customer Journey Mapping / Stages of a Travel

          CHANNELS DURING TRAVEL
                      Before   After


                                                  Stories



                                                  Landscapes



                                                  Attractions


Source: tourismusdesign
  SALZBURGERLAND.COM
SALZBURGER ALMENWEG
3. STEP: Develop Tactics
INSTRUMENT: Customer Journey Mapping / Stages of a Travel


        STAGES OF A TRAVEL
CHANNEL arrive I explore I relax I taste I meet I connect




 SALZBURGERLAND.COM
Source: tourismusdesign
SALZBURGER ALMENWEG
4. STEP: Preparation of Realisation
Tool: Actionplan




Source: tourismusdesign
  SALZBURGERLAND.COM
arrive & orientate




SALZBURGERLAND.COM
arrive & orientate




                     Source: Apple iPhone 4S TV Spot, http://www.youtube.com/watch?v=-UpmQN55q2g



SALZBURGERLAND.COM
arrive & orientate




                     Crumbled City Maps
                     Source: http://www.palomarweb.com/web/tienda/products/view/5
SALZBURGERLAND.COM
explore




                Hiking Trail Art + QR-Codes, Montafon
                         Source: http://www.golm.at/inhalt/at/s/6360.htm
SALZBURGERLAND.COM
explore




                         Segway Mountain Cart


                     Source: http://www.segway-flachau.at/de/bilder/
SALZBURGERLAND.COM
explore




                     Faxi, Wien, Hamburg

                     Source: tourismusdesign
SALZBURGERLAND.COM
explore




                     Selber Service Box, Vienna, Austria

                     Source: tourismusdesign
SALZBURGERLAND.COM
explore




  SALZBURGERLAND.COM
Architects: Loenhart & Mayr
explore




 SALZBURGERLAND.COM   Quelle: http://www.nasjonaleturistveger.no/en/helgelandskysten/hellaaga
relax




                     Source: wohothek, http://wohnothek.at/




SALZBURGERLAND.COM
relax




                                                              Holzbox
                     photocredits: proholz.at, photo composition: tourismusdesign
SALZBURGERLAND.COM   Architect: HOLZBOX ZT GMBH
relax




                                                                         Baum-Hotel
                     Source : http://www.spiegel.de/fotostrecke/fotostrecke-59042-3.html
SALZBURGERLAND.COM
relax
                     Etzlihütte, 2.050 m, Schweiz




                      Source: Badebotti: http://badebotti.ch/bilder/
SALZBURGERLAND.COM
relax
 Rasten




                                                                          Scenic Roads
                                                                          Norway
                                                                          Baum-Hotel
                      Quelle: http://www.spiegel.de/fotostrecke/fotostrecke-59042-3.html
 SALZBURGERLAND.COM
BRANDING BY EXPERIENCE DESIGN IN 4 STEPS
Best Practice „Salzburger Almenweg“


                       Auf Wiedersehen!




SALZBURGERLAND.COM

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Salzburger Almenweg. The Perfect Day. Improving Hiking Experiences with Service Design Tools

  • 1. How to use Customer Journey Mapping to Optimize Brand Touchpoints as an Destination Management Organisation. Salzburger Almenweg. The Perfect Day. SALZBURGERLAND.COM
  • 2. Salzburger Almenweg Facts and Figures  350 km, 120 alps, 31 Etappen  long distance trail, loop trail  market launch: 2006, ITB Berlin  connects 25 Pongauer regions  Theme: „Von Alm zu Alm dem Enzian auf der Spur Regional staging of SALZBURGERLAND.COM
  • 5. Orientation , Give Aways, … SALZBURGERLAND.COM
  • 6. Specials f.e. „Großarltaler Almgeheimnisse“  theme: „culinary experiences Großarltal“ (Villages: Großarl, Hüttschlag)  Collect recipies at 14 alpine huts at routes Nr. 14 – 17 SALZBURGERLAND.COM
  • 7. Branding by Experiences • DESTINATIONS- UND PRODUKTENTWICKLUNG IM TOURISMUS • INFRASTRUKTUR I SERVICE I MARKE I ERLEBNIS Source: LEO LAPLAND - Handbook for Experience Stagers http://www.leofinland.fi/index.php?name=Content&nodeIDX=3838 SALZBURGERLAND.COM
  • 8. SALZBURGER ALMENWEG 1.STEP: Definition of Visitors •Most Important •Important in the future (3-5 years) •Most Favorite TOOL: Persona Methode SALZBURGERLAND.COM
  • 9. Quelle: tourismusdesign SALZBURGERLAND.COM
  • 10. SALZBURGER ALMENWEG 1.STEP: Definition of Visitors •most Important today •important in the future (3-5 years) •most favorite SALZBURGERLAND.COM
  • 11. SALZBURGER ALMENWEG 2. STEP: develop meaningful strategy EXPERIENCE PYRAMIDE … Source: LEO LAPLAND, Handbook for Experience Stagers, http://www.leofinland.fi/index.php?name=Content&nodeIDX=3838 SALZBURGERLAND.COM
  • 12. SALZBURGER ALMENWEG 2. STEP: develop meaningful strategy TOOL: Experience-Pyramide SALZBURGERLAND.COM
  • 13. SALZBURGER ALMENWEG 2. STEP: develop meaningful strategy TOOL: Experience-Pyramide SALZBURGERLAND.COM
  • 14. SALZBURGER ALMENWEG 3. STEP: Develop Tactics TOOL: Customer Journey Mapping / Stages of a Travel Before Travel. During Travel. After Travel. • DREHBUCH 2. SCHRITT: • INSTRUMENT: SALZBURGERLAND.COM Quelle: Service Design. Intensiv. März 2010, Birgit Mager Quelle: tourismusdesign
  • 15. SALZBURGER ALMENWEG 3. STEP: Develop Tactics TOOL: Customer Journey Mapping / Stages of a Travel Before Travel. During Travel. After Travel. • DREHBUCH 2. SCHRITT: • INSTRUMENT: SALZBURGERLAND.COM Quelle: Service Design. Intensiv. März 2010, Birgit Mager
  • 16. SALZBURGER ALMENWEG 3. STEP: Develop Tactics TOOL: Customer Journey Mapping / Stages of a Travel Before Travel. During Travel. After Travel. STAGES OF A TRAVEL arrive I explore I relax I taste I meet I connect • DREHBUCH 2. SCHRITT: • INSTRUMENT: SALZBURGERLAND.COM Quelle: Service Design. Intensiv. März 2010, Birgit Mager
  • 17. SALZBURGER ALMENWEG 3. STEP: Develop Tactics TOOL: Customer Journey Mapping / Stages of a Travel CHANNELS DURING TRAVEL Before After Stories Landscapes Attractions Source: tourismusdesign SALZBURGERLAND.COM
  • 18. SALZBURGER ALMENWEG 3. STEP: Develop Tactics INSTRUMENT: Customer Journey Mapping / Stages of a Travel STAGES OF A TRAVEL CHANNEL arrive I explore I relax I taste I meet I connect SALZBURGERLAND.COM Source: tourismusdesign
  • 19. SALZBURGER ALMENWEG 4. STEP: Preparation of Realisation Tool: Actionplan Source: tourismusdesign SALZBURGERLAND.COM
  • 21. arrive & orientate Source: Apple iPhone 4S TV Spot, http://www.youtube.com/watch?v=-UpmQN55q2g SALZBURGERLAND.COM
  • 22. arrive & orientate Crumbled City Maps Source: http://www.palomarweb.com/web/tienda/products/view/5 SALZBURGERLAND.COM
  • 23. explore Hiking Trail Art + QR-Codes, Montafon Source: http://www.golm.at/inhalt/at/s/6360.htm SALZBURGERLAND.COM
  • 24. explore Segway Mountain Cart Source: http://www.segway-flachau.at/de/bilder/ SALZBURGERLAND.COM
  • 25. explore Faxi, Wien, Hamburg Source: tourismusdesign SALZBURGERLAND.COM
  • 26. explore Selber Service Box, Vienna, Austria Source: tourismusdesign SALZBURGERLAND.COM
  • 28. explore SALZBURGERLAND.COM Quelle: http://www.nasjonaleturistveger.no/en/helgelandskysten/hellaaga
  • 29. relax Source: wohothek, http://wohnothek.at/ SALZBURGERLAND.COM
  • 30. relax Holzbox photocredits: proholz.at, photo composition: tourismusdesign SALZBURGERLAND.COM Architect: HOLZBOX ZT GMBH
  • 31. relax Baum-Hotel Source : http://www.spiegel.de/fotostrecke/fotostrecke-59042-3.html SALZBURGERLAND.COM
  • 32. relax Etzlihütte, 2.050 m, Schweiz Source: Badebotti: http://badebotti.ch/bilder/ SALZBURGERLAND.COM
  • 33. relax Rasten Scenic Roads Norway Baum-Hotel Quelle: http://www.spiegel.de/fotostrecke/fotostrecke-59042-3.html SALZBURGERLAND.COM
  • 34. BRANDING BY EXPERIENCE DESIGN IN 4 STEPS Best Practice „Salzburger Almenweg“ Auf Wiedersehen! SALZBURGERLAND.COM

Hinweis der Redaktion

  1. Wenn Sie bei diesem Foto Sehnsucht bekommen, in diese Landschaft hinauszugehen, und interessante und wohltuende Erfahrungen zu machen, dann sind Sie schon einen Schritt mit mir gemeinsam gegangen. Wenn Sie bei „Zimmer belegt“ an regionale Wertschöpfung denken, liegen die Erwartungen der Gäste und Ziele der Tourismusregionen schon klar auf der Hand.