Ecotourism and Experience Economy - presentation by Paal Knutsson Medhus at EuroEco 2010 - European Ecotourism Conference 26.- 30 of September in Pärnu, Estonia
1. 28th of September 2010, Pärnu, Estonia
Pål K. Medhus (NO)
Certified Pine & Gilmore Experience Economy Expert #52
LEO Expert of the year 2008 & 2009
Certified Ecotourism Company 2008
Certified Experience Economy
Pål Knutsson Medhus, Høve Støtt as Pine & Gilmore Expert #52 www.hovestott.no
2. 28th of September 2010, Pärnu, Estonia
Certified Experience Economy
Pål Knutsson Medhus, Høve Støtt as Pine & Gilmore Expert #52 www.hovestott.no
3. 28th of September 2010, Pärnu, Estonia
What is the
difference
between a
service and an
experience?
Certified Experience Economy
Pål Knutsson Medhus, Høve Støtt as Pine & Gilmore Expert #52 www.hovestott.no
4. 28th of September 2010, Pärnu, Estonia
Pine & Gilmore`s:
Experience Economy
Part I: Progression of Economic Value
Certified Experience Economy
Pål Knutsson Medhus, Høve Støtt as Pine & Gilmore Expert #52 www.hovestott.no
5. 28th of September 2010, Pärnu, Estonia
Certified Experience Economy
Pål Knutsson Medhus, Høve Støtt as Pine & Gilmore Expert #52 www.hovestott.no
6. 28th of September 2010, Pärnu, Estonia
Progression of Economic Value
Experiences MemorableEconomy
Experience events
Stage
Services Intangible activities
Serivce Economy
Deliver
Goods Tangible things
Industrial Economy
Make
Commodities Natural stuff
Agrarian Economy
Extract
Pine & Gilmore 1999
Certified Experience Economy
Pål Knutsson Medhus, Høve Støtt as Pine & Gilmore Expert #52 www.hovestott.no
7. 28th of September 2010, Pärnu, Estonia
Certified Experience Economy
Pål Knutsson Medhus, Høve Støtt as Pine & Gilmore Expert #52 www.hovestott.no
8. 28th of September 2010, Pärnu, Estonia
Progression of Economic Value
Transformations
Customization
Guide
Experiences
Customization
Stage
Commoditization
Services
Customization
Deliver
Goods Commoditization
Make
Commodities Commoditization
Extract
Certified Experience Economy
Pål Knutsson Medhus, Høve Støtt as Pine & Gilmore Expert #52 www.hovestott.no
9. 28th of September 2010, Pärnu, Estonia
Progression of Economic Value
Experiences
Services
Goods
Commodities
?
Certified Experience Economy
Pål Knutsson Medhus, Høve Støtt as Pine & Gilmore Expert #52 www.hovestott.no
11. 28th of September 2010, Pärnu, Estonia
Four Experiential Realms
Absorption
Entertainment Educational
Passive Active
Esthetic Escapist
Immersion
Certified Experience Economy
Pål Knutsson Medhus, Høve Støtt as Pine & Gilmore Expert #52 www.hovestott.no
12. 28th of September 2010, Pärnu, Estonia
Four Experiential Realms
Absorption
What can be done to
make the experience
more fun and Educational
enjoyable?
Passive Active
Esthetic Escapist
Immersion
Certified Experience Economy
Pål Knutsson Medhus, Høve Støtt as Pine & Gilmore Expert #52 www.hovestott.no
13. 28th of September 2010, Pärnu, Estonia
Four Experiential Realms
Absorption
What can be done to What do you want
make the experience guests to learn from
more fun and exploring new
enjoyable? activities?
Passive Active
Esthetic Escapist
Immersion
Certified Experience Economy
Pål Knutsson Medhus, Høve Støtt as Pine & Gilmore Expert #52 www.hovestott.no
14. 28th of September 2010, Pärnu, Estonia
Four Experiential Realms
Absorption
What can be done to What do you want
make the experience guests to learn from
more fun and exploring new
enjoyable? activities?
Passive Active
How can you transport
Esthetic guests from one sense
of reality to another?
Immersion
Certified Experience Economy
Pål Knutsson Medhus, Høve Støtt as Pine & Gilmore Expert #52 www.hovestott.no
15. 28th of September 2010, Pärnu, Estonia
Four Experiential Realms
Absorption
ENJOY? LEARN?
What can be done to What do you want
make the experience guests to learn from
more fun and exploring new
enjoyable? activities?
Passive Active
What can be done to How can you transport
make guests want to guests from one sense
hang out and just of reality to another?
be?
BE? Immersion
GO?
Certified Experience Economy
Pål Knutsson Medhus, Høve Støtt as Pine & Gilmore Expert #52 www.hovestott.no
16. 28th of September 2010, Pärnu, Estonia
Four Quintessential Elements
Lift Absorption Lesson
Entertainment Educational
Passive Active
Esthetic Escapist
Lounging Immersion Locale
Certified Experience Economy
Pål Knutsson Medhus, Høve Støtt as Pine & Gilmore Expert #52 www.hovestott.no
17. 28th of September 2010, Pärnu, Estonia
Achieving Aspirations
From __________ to __________
Certified Experience Economy
Pål Knutsson Medhus, Høve Støtt as Pine & Gilmore Expert #52 www.hovestott.no
18. 28th of September 2010, Pärnu, Estonia
Transformation Phases
Diagnosis Experience(s) Follow through
Certified Experience Economy
Pål Knutsson Medhus, Høve Støtt as Pine & Gilmore Expert #52 www.hovestott.no
19. 28th of September 2010, Pärnu, Estonia
Intelligence Hierarchy
Transformation Wisdom
Experiences Knowledge
Services n
Informatio
Goods Data
Comm
oditie Noise
s
Certified Experience Economy
Pål Knutsson Medhus, Høve Støtt as Pine & Gilmore Expert #52 www.hovestott.no
20. 28th of September 2010, Pärnu, Estonia
Experience Pyramid
– Factors Contributing to the Experience
Examination from two perspectives:
1 ) Meaningfulness criteria
• product elements
• factors contributing to the customer’s
experience
2) Levels of experience
• customer experiences
• building an experience
1
2
Certified Experience Economy
Pål Knutsson Medhus, Høve Støtt as Pine & Gilmore Expert #52 www.hovestott.no
21. 28th of September 2010, Pärnu, Estonia
The Experience Pyramid
LEO Finland, Sanna Tarsannen
Certified Experience Economy
Pål Knutsson Medhus, Høve Støtt as Pine & Gilmore Expert #52 www.hovestott.no
22. 28th of September 2010, Pärnu, Estonia
…learn more?
pal@hovestott.no
twitter.com/hovestott
flickr.com/medhusguten
wordpress: medhusguten
Phone: +47 97 53 43 33
Facebook: Pål K. Medhus
www.hovestott.no