The Recreation Experience Model would provide considerable assistance to people serving other people in practically any context. I see this to be a valuable way for businesses and service organizations to look at how they will interact with their customers. Also, to give us a greater understanding about the larger context that we live our lives through our experiences.
Here is presented the model that I used when teaching a course for economic development directors about diversifying community economies into Experiential Tourism. The course is entitled "A New Pair of Glasses". As you read, adapt your own understanding of your experiences and how this model could assist you to
The Recreation (Tourism) Experience Model
An important concept to grasp for understanding how the tourism product is received by the consumer is illustrated in the recreation experience model. Tourism experiences are unique because, when best developed, they usually occur over time, and will potentially be long-lasting and life changing.
Nearly everyone can remember a very memorable
travel experience.
In essence there are five points in time that
the model describes where the traveler will anticipate, experience or reflect.
Here is a cursory overview:
1) Anticipation.
This
first point is when a person begins to contemplate their travel experience. The
tourism product provider can make their first impression here because this is
when their customer makes contact to make their travel (or visit) arrangements.
They might do it by phone, on the Internet (most common now) or occasionally
make a preliminary visit. Careful consideration should be given to quality
customer service by the business or community trying to attract a customer,
often this is when the sale is made. Typically travel purchases are made “site
unseen”, unless you have developed a wonderful Website that gives them a sense
of the experience.
2) Travel to.
As
people travel to their destinations they have an abundance of time and they
will begin contemplating their future experience. If they have received some
promotional information from the attraction they will be visiting, this will
enhance their anticipation.
3) On-site experience.
This
is when the traveler actually arrives and participates in their
recreational/leisure activity. As with any business, careful consideration to
all aspects of their visitor’s experience is important to make a positive and
lasting impression.
4) Travel from.
Because
travel often takes a considerable amount of time, this can be a very important
stage for a traveler’s experience. Based on the culmination of their
anticipation, whether or not their expectations were met or exceeded during
their “on-site” experience will determine the type of reflection that will
occur during this part of the recreation/tourism experience. It is important to
note that word-of-mouth is a primary marketing driver for the experiential
tourism industry. If the experience was good, then they will likely be thinking
of telling their friends and family about their trip. Otherwise, well, we have
all heard the saying about at least ten people hearing about it.
5) Recollection.
Often
times some of the “negatives” of a person’s travel experience might fade over
time, depending on the severity of the situation. As mentioned previously, it
seems almost universal that people will reflect on their travel experiences and
decide whether or not they would like to participate in it again. Their
memories can be enhanced by the purchase of memorabilia or by the tourism
destination providing some sort of ongoing communication with their customers.
This might come in the form of a newsletter, (printed or electronic), or an
occasional postcard to inform the client of a special event or offer. In any
case, as a tourism product provider, one needs to be mindful of the process of
the “Recreation Experience Model” and give careful consideration to the product
development and marketing strategies.
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