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Experience Design
Abstract
It is essential to think about education online as comprehensively as possible. Experience design offers designers of online courses a comprehensive model informed by research and development in a number of areas that can provide a foundation for the effective design of online experiences that are functional and purposeful - and also engaging, compelling, memorable, and enjoyable. Experience design is an ancient practice, going back to the earliest human impulse to develop rituals, ceremonies, drama, and even architecture. But the design of experiences has become much more pervasive during the twentieth century. Media has played a central role, including radio, television, multimedia, and virtual reality. But experience design is also informed by new ideas in economics, especially Pine and Gilmore's notion of the emerging experience economy. And it draws upon ideas from artificial intelligence, the psychology of optimal experiences, sociology, and other areas, including electronic commerce, persuasive, human- computer interface design, drama, and digital storytelling. This article discusses key concepts and theories from all of these areas and explains how they can be adapted to the design of online learning experiences.
... Therefore, these clues act as triggers for the memorable experience to prompt the use of a product or service. Correspondingly, a "sweet spot" is an expression equivalent to the significance [13][14][15]. Different methods assess the expressive characteristics of the user as emotional, behavioural components based on the product experience. The emotional design method considers factors from the discipline of psychology, where emotions describe changes in the person-user [16]. ...
... On the other hand, participation may be passive, whereby individuals are not directly involved in the process of designing the activity, instead serving as observers and listeners. In contrast, active participation involves the participant's unique ideas based on their own life experience [15]. Moreover, the facilitator role must promote collaboration among the different participants [27], so that involvement in this process can change from passive to active. ...
Purpose: The literature review presents a conceptual participatory design through accessibility technology solutions, considering the design experience to be an essential factor in communication processes. Technologies must assess a wide range of disabilities based on characterisations that helps daily activities. This work includes collaboration concepts to assist in the development of accessible technology. Collaborative design requires the fostering of communication between actors involved in the design process.
Methods: This work implemented with a protocol of guidelines developed by a group of experts in disability research. The relevant literature is included and assessed based on three categories: accessibility, assistive technologies, and participatory design.
Results: A knowledge gap can be identified: the development of assistive technology processes should enhance the voice of participants and consider their ideas, desires and needs.
Conclusions: Multidisciplinary communication is necessary to identify problems and propose solutions, and it is essential that people with disabilities collaborate with experts from a range of disciplines to identify problem-solving patterns.
• Implications for rehabilitation
• A participatory design can develop a holistic understanding of the participant’s motivation and rehabilitation needs. This has provided a grounded basis to offer information about the assistive technology design.
• A participatory work provides information about the technology design which may finally result in a better understanding of rehabilitation, other types of home-based healthcare or the gamification for rehabilitation.
• The rehabilitation professionals can explore requirements of a customised technology for users, which allows to transfer knowledge about disabilities and skills in rehabilitation to people with disabilities, their families and communities.
• The notion of a research problem in rehabilitation can be re-evaluated through a participatory design process that attempts to capture the subjective experiences of persons with disability.
... Yaratıcı deneyimler, bu noktada farklılaşmanın en önemli silahıdır. Mclellan (2000), yaratıcılığın çıktısı olan temaları, deneyimlerin en önemli unsurları olarak tanımlarken, etkili temaların rakipleri zorlayıcı ve kendine özgü olması gerektiğini vurgulamaktadır (Mclellan, 2000). Schmitt'de (2003), temanın, markanın tarzına, görünüşüne, içeriğine ve yenilikçi elementlerine ek değer katmaya odaklanan bir platforma odaklanması gerektiğini belirtmektedir. ...
... Yaratıcı deneyimler, bu noktada farklılaşmanın en önemli silahıdır. Mclellan (2000), yaratıcılığın çıktısı olan temaları, deneyimlerin en önemli unsurları olarak tanımlarken, etkili temaların rakipleri zorlayıcı ve kendine özgü olması gerektiğini vurgulamaktadır (Mclellan, 2000). Schmitt'de (2003), temanın, markanın tarzına, görünüşüne, içeriğine ve yenilikçi elementlerine ek değer katmaya odaklanan bir platforma odaklanması gerektiğini belirtmektedir. ...
With the transformations of value measurements in the postmodern era, many goods and services purchased by today’s consumers, has gained social and emotional values. Accordingly, the business who direct towards the customers feelings and design memorable/ distinctive experiences taking places in his memory storage, could get the competitive advantage while getting differentiation process. The hedonistic motivation model, which separate the tourists buying behavior model from the consumer buying behavior model, the images and the emotions that composing the hedonistic reaction step affect the buying intentions. In this context, from the conditions of postmodernism the de-differentiation, perpetual present and hyper reality, leads the themed hotels being used in the area related to tourism marketing in the tourist buying behavior model. In this study, by establishing a relationship between the hedonistic motivation model and postmodernism characteristics, on the conceptual model the place of the themed hotels increasing the consumption capacities through simulation was evaluated.
... Experience design is the ancient practice of designing with the aim of providing a certain kind of experience (McLellan, 2000). It is difficult to give a straight forward definition of the term "design", as it has been used rather loosely in the literature (Tussyadiah, 2014). ...
Tourism destinations must be encouraged to tell their stories and share them with visitors. The objective of this study is to, firstly, increase the understanding of the role of storytelling in tourism destination promotion and, secondly, to ascertain the impact of storytelling on tourism destination promotion. In this chapter, tourism destinations are approached through the intriguing stories that are told about them. Stories have the potential to enhance and promote the qualities of a destination; hence, the chapter discusses the potential of storytelling as a strategic tool in “wrapping” or promoting destinations. It also provides the platform for discussion between various stakeholders at the destination in finding creative ways of promoting the destination. This chapter also discusses place storytelling and emphasises its relevance in promoting tourism destinations, and how stakeholders such as tour guides are employed as storytellers to promote key attributes of the destination.
... It is interesting to observe that a similar movement has taken shape in the educational field. In fact, McLellan (2000) emphasised the need of staging educational experiences instead of delivering instruction. In the same perspective, Mattar (2014) suggested a distinction in Brazilian Portuguese between "instructional design" -commonly used in Brazil -and "educational design". ...
For a few years now, UX design has been contributing to the production of websites in order to improve users' experience during their interaction with and in the online environment. From this perspective, user becomes the centre of the design process. In the context of online education, it is understood that an experience should be learning-oriented, since the users are also learners. In this sense, the online university (UNA-SUS), imagined how UX design and learning design could converge to improve the learning experiences of Brazilian healthcare professionals. Being so, this paper presents the results as a dialogue between two fields, design and education, around the concept of experience and from the contributions of Dewey (2007) and Mattar (2014). We highlight, as an element of theoretical convergence, the quality of experience. In practical terms, DEAO framework was built and adapted from conceptual framework of Garrett (2011) in order to ensure the quality of online learning experiences in all contexts. As first results, positive effects was on interdisciplinary collaboration were highlighted in our courses production team.
... Enhancing customer experience concept has been spreading in various fields from service industry [1] to even education system [2], [3] where students are viewed as customers. This concept has been gaining enormous interests and driving researchers to develop various tools and applications to facilitate service designers and educators. ...
‘LOVE’ model has been recently developed with an aim to assist
educators in designing and developing memorable learning programs so that
students have an intensive understanding of a particular subject. The model states
that the richest learning experience can be stimulated by providing four types of
the crucial learning experience (LOVE experience): L-learning, O-observing, V-visiting,
and E-experimenting. The model has a potential to contribute in
developing student research experience. Therefore, presented in this paper is an
attempt to apply the ‘LOVE’ model for assessing student research experience. An
online survey on Master’s graduate research experiences was conducted. The
survey got 33 respondents who are graduates of our department from 2006 to 2015.
Their opinions were used in the ‘LOVE’ model for assessment. The results show
that there were gaps between expected and gained research experiences that need
to be improved. The practical value of this approach is that advisors may be better
able to predict and improve for providing the valuable research experiences
according to their supervisory styles.
... Kellert et al. indicate that the sense of gratification within a building is "an experience of architectural pleasure that resonated as both new and unfathomably familiar" [9]. The ambition of experience design is to orchestrate human experiences with functionality, purposefulness, engagement, stimulation and memory [10]. Experience design applied to the built environment may bring up potentials to improve the understanding of association between residents and their physical settings. ...
Humans relate to the living environment physically and psychologically. Environmental psychology has a rich developed history while experience design emerged recently in the industrial design domain. Nonetheless, these approaches have barely been merged, understood or implemented in architectural design practices. This study explored the correlation between experience design and environmental psychology. Moreover, it conducted literature reviews on theories about emotion, user experience design, experience design and environmental psychology, followed by the analyses of spatial settings and environmental quality data of a selected aged care facility in Victoria, Australia, as a case study. Accordingly, this study led to proposing a research framework on environmental experience design (EXD). It can be defined as a deliberate attempt that affiliates experience design and environmental psychology with creation of the built environment that should accommodate user needs and demands. The EXD research framework proposed in this study was tailored for transforming related design functions into the solutions that contribute to improving the built environment for user health and wellbeing.
... To strategically distinguish themselves from the competition, more and more service firms are looking for innovative ways to enhance the customer experience (Dasu & Chase, 2013;Pine & Gilmore, 1998;Verhoef et al., 2009;Voss, Roth, & Chase, 2008;Zomerdijk & Voss, 2010). Research has followed suit, examining how customer experiences can be engaging, memorable, compelling, and largely intangible (McLellan, 2000). Much of this research has focused on the affective and sensory responses customers have to specific service elements (Kranzbühler, Kleijnen, Morgan, & Teerling, 2017). ...
... The design for experience field has, according to McLellan (2000), the intention of "orchestrating" experiences that are functional, engaging, compelling, and memorable. This requires designing every detail related to both content and context in order to generate emotional satisfaction and pleasure that collaborates with the user's perceived experience (Kurtgozu, 2003). ...
Resumo
The present paper investigates the process of developing an experimental design project for users of urban public transport in a large southern Brazilian city, Porto Alegre. This research, however, refers to a very specific aspect within this complex transportation system: bus stops. Its main objective is to evaluate the contribution of design process based on emotion-driven approaches on bus stop concept development. It presents three separate methodological steps and their respective results: (step 1) a preliminary in loco observation followed by a first design workshop; (step 2) an in-loco analysis of users’ emotional experiences when using public transport; and (step 3) the application of this information in design workshops. The first step provided a general view of the phenomenon and fed the design process with inputs from real-world situations. The second step was based on Appraisal Theory (Desmet, 2008) and helped the researchers to understand that the most important emotions to work on would be anxiety and irritation, as well as the concerns that would trigger then on users. The third step, a three-day design workshop, was developed with the participation of 23 designers, divided into four groups. Three bus stop concepts, inspired by the experience-design analysis, were developed and are presented in this paper. The main results showed that all the designed solutions were able to offer alternatives to prevent unpleasant emotions, namely anxiety and irritation, based on a user-centered approach. The research also reinforced the view that, although it is not possible to design emotions, it is possible to design tangible conditions where emotions can be avoided or reinforced.
Keywords: urban mobility, bus stops, design for experience, emotion.
... Böylece turistler, eğitici deneyimlerle yetenek ve becerilerini genel ve spesifik olarak artırmaktadır (Oh vd., 2007:122). Mclellan (2000), işletmelere bu alanı hayata geçirebilmek için bilgiye ve beceriye yönelik aktiviteler üretmelerini tavsiye etmektedir. Lasalle & Britton (2003), müşterilerin ürün veya hizmetten sağlayacakları faydaların eğitim boyutunda ortaya çıkacağını ve sonuçta müşteri tatmininin bu boyutta gerçekleşeceğini belirtmektedir. ...
... According to McLellan (2000), Design for Experience "orchestrates" experiences that are functional, engaging, compelling, and memorable. It requires designing every detail of the content and context, in order to evoke responses that are potentially gratifying in emotional terms (Kurtgozu, 2003). ...
This paper investigates and suggests solutions that can be used to modify the waiting experience in urban mobility contexts for the better (evoking relaxation and pleasantness) through the use of sound stimuli. A workshop was held, after the observation of the habits of users, in order to design solutions for the qualification of the experience of bus passengers, which means, in this context, to be in a relaxed/pleasant emotional state, as well as to identify stimuli that could generate emotional responses that would be satisfactory for its users. The project envisages the development of bus stop prototypes with the incorporation of the solutions identified and designed during the study.
Evaluating UX in the context of AI’s complexity, unpredictability, and generative nature presents unique challenges. How can we support HCI researchers to create comprehensive UX evaluation plans? In this paper, we introduce EvAlignUX, a system powered by large language models and grounded in scientific literature, designed to help HCI researchers explore evaluation metrics and their relationship to research outcomes. A user study with 19 HCI scholars showed that EvAlignUX improved the perceived quality and confdence in UX evaluation plans while prompting deeper consideration of research impact and risks. The system enhanced participants’ thought processes, leading to the creation of a “UX Question Bank” to guide UX evaluation development. Findings also highlight how researchers’ backgrounds influence their inspiration and concerns about AI over-reliance, pointing to future research on AI’s role in fostering critical thinking. In a world where experience defines impact, we discuss the importance of shifting UX evaluation from a “method-centric” to a “mindset-centric” approach as the key to meaningful and lasting design evaluation.
This paper explores the adoption of an entangled eclecticism perspective in Learning Experience Design (LXD), integrating a sociotechnical-pedagogical systems approach. It emphasizes the significance of considering the sociocultural, technological, and pedagogi-cal dimensions of learning as a cohesive, interconnected ecology to design effective learning experiences. The authors discuss the implications of this perspective on learning outcomes , methodologies, and the selection of relevant theories for design. The aim is to guide the creation of learning experiences that are not only effective, efficient, and appealing but also deeply empathetic, culturally sensitive, and responsive to the evolving dynamics of learning environments. Concluding that LXD is a complementary approach to traditional learning design, the paper underscores its evolution, drawing from multiple traditions to offer a holistic framework for educational design and technology. This approach strives for learning experiences that are not just effective and efficient, but also culturally sensitive and empathetic, adapting to the dynamic nature of learning environments. Broader implications of this approach and directions for future research are discussed.
Bu araştırmada turizm eğitimi alan öğrencilerin temalı ve temasız otellerde çalışma niyetlerinin Planlı Davranış Teorisi ile öğrenilmesi amaçlanmıştır. Bunun için katılımcılara bir senaryo ile temalı ve temasız iki otele ilişkin görseller sunulmuştur. Bu senaryo ve görsellere dayalı olarak katılımcıların hangi otelde çalışmak istediklerinin anlaşılması amaçlanmıştır. Katılımcılara yapılandırılmış görüşme formu yöneltilmiştir. Yapılan görüşmeler, içerik analizi ve betimsel analiz ile incelenmiştir. Araştırmanın sonucunda katılımcıların büyük çoğunluğunun temalı otelde çalışmayı tercih ettikleri ve bu kararlarında geçmiş çalışma tecrübesinin önemli olduğu belirlenmiştir. Ancak katılımcıların gelecekte bu otellerden birinde çalışma olasılıklarının hem olumlu hem de olumsuz olarak birbirine yakın olduğu tespit edilmiştir. Ayrıca katılımcıların gelecekte kendilerine sunulan otellerden birinde çalışmama olasılıklarına gerekçe olarak, COVID-19 salgını ve başka bir işte çalışıyor olmaları tespit edilmiştir.
In this study, a new hypothesis for the design of a smart fencing garment, developed through a user-centred design process, is presented and a pre-evaluation of the design by applying the AttrakDiff Mini method is proposed. With the Portuguese Fencing Federation’s support, a survey was shared with the 37 affiliated weapons rooms. It was possible to validate 36 participations, 54.1% men (n = 20) and 45.9% women (n = 16) residing in Portugal. The questionnaire consists of 4 scales, divided into 10 items that made it possible to assess the hypothesis’ usability, identity, stimulation, and attractiveness. It is statistically possible to quantify the relationship between the dependent variable (attractiveness) and the independent variables (pragmatic quality, hedonic quality-identity, hedonic quality-stimulation), such as the correlations between these variables. At the end of the analysis, it was possible to conclude that the participants evaluate the hypothesis positively, considering the envisioned fencing suit possible to use and attractive.
The theme parks, whose number has increased rapidly since the end of World War II, are frequently visited by visitors who want to spend their leisure time in recent years. The theme parks, which are pioneers among entertainment centers with the development of the experience economy, should give importance to satisfaction to create competitive advantages in terms of visitor satisfaction. Satisfaction is a very key factor, especially in the competitive environment in the entertainment and tourism industry. So, entertainment and tourism businesses should determine well how to provide and measure satisfaction. This research focuses on identifying key criteria that affect theme park satisfaction. Satisfaction criteria were determined by using the literature and some contributions of the authors. The criteria were evaluated by asking the importance levels of the satisfaction criteria to the visitors who experienced the theme park. Level Based Weight Assessment (LBWA) Model, a new model, is used in multi-criteria decision-making methods in evaluating the determined criteria and determining the weight coefficients. With the findings of the study, the criteria that affect customer satisfaction were determined. To achieve long-term success and competitive advantage, it is necessary to focus on customer satisfaction criteria. Therefore, among the criteria determined, it is recommended that theme park managers should necessary to focus more on which criteria. This study presents results that should be taken into account in solving problems, improvement plans, and marketing strategies.
Many researchers and scholars have focused on designs of products, services and social systems that increase comfort, happiness and satisfaction. Profound experiences are those that produce feelings of extreme intensity. Emotions such as joy, cognition, pride and connection are commonly elicited in various social service interactions. In community service, profound experiences are increasingly evident, as users pursue harmonious relationships and value integration in service interactions. In this study we aim to explore and illustrate why profound experiences are so important in community service interactions, and to analyse the impact and attributes of community service design. We identify four elements of profound experience in community service, and suggest that they improve social relationships, enhance user participation and reflect personal values, which can have a positive impact on social experience.KeywordsExperience designProfound experienceCommunity serviceSocial value
Stories have long been a central component to the interpretation of people, culture, and place. Recent research has substantiated the importance of storytelling in heritage tourism settings; however, few studies have provided an overview of storytelling in heritage experience design. This has left academics and service providers alike with little to no guidance as to how to effectively utilize storytelling in their experience offering. This chapter serves to synthetize what is known on the topic of storytelling in heritage experience design. It will explore the relevance of storytelling and experience design in the context of new museology, give an overview of pre-existing frameworks on the subject, and offer a critical analysis highlighting informational gaps and areas of expansion. Beyond guided tours, interpretative signs, and guidebooks, one thing is clear: if they are to facilitate experiences that are more memorable, engaging, and interactive, heritage attractions must utilize storytelling as a design tool.
Along one of the most popular pilgrimages in the world, El Camino de Santiago , in Spain, walkers are greeted with “buen Camino” to wish them a good way both physically and spiritually. My version of buen Camino was an enthusiastic and quintessentially Australian “Have fun!” followed by a wave. I would then wave back with a cheerful “thanks, I will!”
Despite the multiple health benefits that result from engaging in physical activity, data suggest that children are moving less. Novel approaches to engaging children in physical activity are needed to address this public health concern. Recently, a new definition of physical activity was proposed that emphasizes, among other things, the fact that physical activity is deeply affective, emotional and situated in spaces that shape the experience. With the need to increase engagement in physical activity and this new proposed definition, this paper presents a more novel approach to addressing this problem through staging a physically active experience. The idea draws upon the well-established area of experience economy, which aims to engage those partaking in an educational, (e)aesthetic, escapist, and entertaining way. When staging something as an experience, the focus is on engagement. By staging physical activity as an experience, it is proposed that children can actively partake in physical activity in a way that is focused on the experience offered. This review explains the notion of experience economy and provides examples of how it could be applied to children’s physical activity. By creating an aesthetically pleasing, escapist and entertaining environment where children can learn and engage in physical activity, a more engaging positive experience of physical activity can be offered. Future research should examine the staging of physically active experiences for children and evaluate the practical implementation and effectiveness of this new approach to increasing children’s engagement in physical activity.
In this short communication we propose virtual reality (VR) as an experimental approach to study sustainable behavior in business, taking advantage of its characteristics that provide objective assessment methods with high validity. This approach exploits VR capabilities to generate immersive environments that recreate situations under which theorized relationships of sustainable behavior reveal themselves. We conjecture that high-immersive virtual environment (HIVE) research on corporate responsiveness to green demand will improve our understanding of the conditions and contexts under which a theory-driven approach to study this sustainable behavior applies.
Purpose
The marketing literature uses five different experience terms that are supposed to represent different streams of research. Many papers do not provide a definition, most of the used definitions are unclear, the different experience terms have similar dimensionality and are regularly used interchangeably or have the same meaning. In addition, the existing definitions are not adequately informed from other disciplines that have engaged with experience. This paper aims to build a comprehensive conceptual framework of experience in marketing informed by related disciplines aiming to provide a more holistic definition of the term.
Design/methodology/approach
This research follows previously established procedures by conducting a systematic literature review of experience. From the approximately 5,000 sources identified in three disciplines, 267 sources were selected, marketing (148), philosophy (90) and psychology (29). To address definitional issues the analysis focused on enlightening four premises.
Findings
This paper posits that the term brand experience can be used in all marketing-related experiences and proposes four premises that may resolve the vagaries associated with the term’s conceptualization. The four premises address the what, who, how and when of brand experience and aim to rectify conceptual issues. Brand experience is introduced as a multi-level phenomenon.
Research limitations/implications
The suggested singular term, brand experience, captures all experiences in marketing. The identified additional elements of brand experience, such as the levels of experience and the revision of emotions within brand experience as a continuum, tempered by repetition, should be considered in future research.
Practical implications
The multi-level conceptualization may provide a greater scope for dynamic approaches to brand experience design thus providing greater opportunities for managers to create sustainable competitive advantages and differentiation from competitors.
Originality/value
This paper completes a systematic literature review of brand experience across marketing, philosophy and psychology which delineates and enlightens the conceptualization of brand experience and presents brand experience in a multi-level conceptualization, opening the possibility for further theoretical, methodological and interdisciplinary promise.
Günümüz pazarlama koşullarında işletmeler yüksek değer sunabilmek için, ürünlerini deneyimlerle farklılaştırarak ve deneyimleri yöneterek rekabet üstünlüğü elde edebilmektedir. Bu araştırmada, deneyimlerin turistik ürünün temel bir bileşeni olduğu ve akış durumunun da turistik deneyimlerin çoğunda yaşanabileceği ön kabulünden yola çıkılarak, yürüyüş deneyimi özelinde bir tasarım gerçekleştirilmiştir. Araştırmanın temel amacı, deneyimdeki akış durumu, deneyimin algılanan değeri ve destinasyon sadakati arasındaki ilişkilerin tespit edilerek incelenmesidir. Bu amacı gerçekleştirebilmek için öncelikle literatüre dayalı olarak veri toplama aracı oluşturulmuş ve sonrasında Kapadokya bölgesi’nde yer alan Göreme Tarihi Milli Parkı sınırları içerisinde bireysel ve grup halinde yürüyüş yapan yerli ve yabancı turistlerden veri toplanmıştır. Toplamda analize elverişli 425 veri formu elde edilmiştir. Elde edilen veriler yapısal eşitlik modellemesi ile analiz edilmiş ve yürüyüşteki akış durumunun, yürüyüşün algılanan değerini ve destinasyon sadakatini pozitif etkilediği belirlenmiştir. Ayrıca, yürüyüşün algılanan değerinin de destinasyon sadakatine pozitif anlamlı bir etkisi tespit edilmiştir. Bu bulguların, konuyla ilgili literatürdeki boşluğun doldurulmasında önemli bir teorik katkı niteliği taşıdığı ifade edilebilir. Bunun yanı sıra, araştırma bulgularından hareketle, turistik deneyimleri tasarlayan işletme ve destinasyon yöneticilerine, turistlerde daha fazla akış yaratabilecek deneyimler oluşturma konusuna odaklanmaları önerilmiştir.
Today, customer experience design is an emerging research direction in the experience economy where good customer experiences can lead service providers to achieve their business goals. Customer expectation, another key point for designing service experiences, affects how customers really feel during service experience delivery, while service operation is another important factor must be taken into account. System dynamics, as an analytic tool, can provide designers with a different way of thinking by integrating these factors for customer experience design. Accordingly, this study not only models the process of customer experience design by using causal loop diagrams and stock and flow diagrams, but also analyzes how the feedback and time delay factors influence customer experience design based on the simulation results of system dynamics. According to the macro viewpoint of system dynamics, this paper analyzes these important factors within customer experience design.
This study aims to determine the effect of tourists’ experiences on the change in the image of Cappadocia and the intention of suggesting it to others by the impact of experiences of tourists participating in hot air balloon tours in Cappadocia region. Study universe consists of local and foreign visitors coming to Cappadocia Region. Easy sampling method from non-incidental sampling methods was preferred in the study. The sample consisted of 406 visitors who visited Cappadocia Region and attended hot air balloon tours. According to empirical research findings, it was determined that the value of the hot air balloon experience, and dimensions of memory, entertainment, aesthetics and education have a meaningful and powerful effect on the change of the image of Cappadocia. This change in the image of Cappadocia has the same effect on behavioral intentions. With reference to research findings, it can be said that Cappadocia has a strategic role in the promotion of the hot air ballooning destination, image formation and even positive change of such image. It is recommended that the stakeholders responsible for destination marketing use this role of hot air ballooning to create a competitive advantage.
Purpose
To examine the relationships among website design features, consumer experience responses and patronage intention toward online mass customization (OMC) apparel websites.
Design/methodology/approach
A total of 312 useable online surveys were obtained from Mainland China consumers. Multi-item scales were adopted to measure eight constructs: visual design; information quality; entertainment, aesthetic, educational, escapist experiences; flow; and patronage intention. Structural equation modeling (SEM) was conducted to determine factor structures and to test the hypothesized relationships among website design features, 4Es (entertainment, aesthetic, educational and escapist experiences), flow and consequent purchase intention toward OMC apparel websites.
Findings
All hypotheses, but one, were supported. OMC website visual design; information quality; and entertainment, aesthetic and educational experiences had a positive effect on consumer patronage intention.
Research limitations/implications
Limitations include using a sample of consumers from major cities in China; results cannot be generalized to all Chinese consumers. Websites were not actively navigated. Additionally, the present study examined only two dimensions of OMC website quality, visual design and information quality; more tangible and specific features could be considered in future research.
Practical implications
The findings provide website designers and marketers with insights into experiences that may lead to an increase in patronage intention toward OMC websites.
Originality/value
The study provides evidence that flow helps explain the impact of experiential value (i.e. 4Es) from website design features on patronage intention.
english version:
Consumption of boutique hotel experiences as revealed by electronic word-of-mouth Consumo de experiências em hotéis boutique no contexto do boca a boca eletrônico Abstract Postmodern society is characterised by consumers' hedonistic behaviours and values, in which experience consumption is a form of differentiation and social elevation. This study sought to understand consumers' online manifestations of boutique hotel experiences and individuals' motivations for engaging in electronic word-of-mouth. The research considered prior studies on experiential consumption, as well as publications focused on understanding postmodern individuals. Netnography was used to collect data on-and analyse-post-consumption behaviours boutique hotels. Participant observation was conducted of the online manifestations of boutique hotel consumers' experiences. The research also included computer-mediated speech analysis, image analysis of virtually extracted data and discourse analysis of interviews with users identified from previous interactions and online postings. This study's approach was based on a different perspective than that of Pine and Gilmore's work, utilising instead the experience economy, postmodern consumer analysis and boutique hotel concepts. Observations revealed that exclusivity and privacy are central elements determining consumers' choice and definition of boutique hotels. However, online manifestations of experiences reveal exhibitionist and paradoxical behaviours.
Keywords: Consumption experience, boutique hotels, electronic word
of mouth, netnography.
Portuguese version
A sociedade pós-moderna é caracterizada pelo comportamento hedonista dos consumidores e valoriza o consumo de experiências como uma forma de diferenciação e elevação social. O presente estudo tem como objetivo entender as manifestações on-line de experiências de consumidores relacionadas à hotéis boutique e as motivações para o uso do boca a boca eletrônico (e-WOM). A pesquisa está relacionada à estudos sobre experiência de consumo e compreensão do sujeito pós-moderno, adota a netnografia como base para coleta de dados e análise do comportamento pós-consumo em hotéis boutique. O estudo foi conduzido por meio da observação participante de manifestações online de consumidores de hotéis boutique. Além disso, foram realizadas análises do discurso mediado por computador, análise de imagens de dados e análise de discurso extraído de entrevistas com usuários identificados a partir de interações evidentes e publicações on-line. Esta pesquisa apresenta uma nova perspectiva a partir da abordagem de Pine e Gilmore, utilizando a economia da experiência, a análise pós-moderna do consumidor e os conceitos de hotéis boutique como abordagem. Observou-se que exclusividade e privacidade são elementos centrais que determinam a escolha e a definição de hotéis boutique pelos consumidores, contudo as manifestações online resultam em comportamento exibicionista e paradoxal.
Palavras-chave: Consumo de experiências, hotéis boutique, e-WOM, netnografia.
Social networks and the use of social media have been gaining more and more importance in recent years and have had a very significant impact on the tourism sector. The way this influences activity can be seen in two ways. On the one hand, from the point of view of the consumer himself, especially the way in which tourists access information, in particular to decide and plan their trip and to share their experiences. On the other hand, and for those who are interested in investigating, social networks are used by tourism companies as a means to support their marketing activities, such as the promotion of tourism products.
This paper explores how rural tourism companies (small and medium-sized enterprises) use social media as a way to improve the tourist consumer experience.
Moreover, by means of interviews with the managers of the rural tourism businesses in an identified region of Portugal – the Alentejo – the researchers aim is to identify entrepreneurs’ perceptions regarding the factors that influence the tourism experience and about the use of social media and their relationship with the improvement of the tourist experience, customer loyalty and the guarantee of business profitability.
From the analysis of the results, it was possible to conclude that rural tourism establishments no longer ignore the important role of social media in promoting their tourism experiences and, are also aware of the current technological dynamics in order to better reach out and promote their clients, considering their size and nature.
De alguns anos para cá, a área do UX design vem contribuindo para a produção de websites no intuito de aprimorar a experiência do usuário durante sua interação com e no ambiente virtual. Nessa perspectiva, uma atenção especial é dada à experiência do usuário, que se torna o centro do processo de design. No contexto da educação on-line, que utiliza recursos de Internet, como websites ou aplicativos, entende-se que a experiência proporcionada deve, antes de tudo, estar voltada para a aprendizagem, uma vez que os usuários têm a característica de serem aprendizes. Considerando o exposto, foi realizada uma pesquisa bibliográfica com a qual buscou-se situar o UX design na área da educação, tendo em vista a oti-mização de experiências de aprendizagem on-line. Neste artigo, os resultados são apresentados como um diálogo entre as duas áreas, em torno dos conceitos de experiência e de design, a partir das contribuições de Dewey (2010) e Mattar (2014). Destacou-se, como elemento de convergência da parte teórica, a qualidade da experiência que se quer projetar, com critérios próprios a cada área, o UX design e a educação. Em termos práticos, um framework para o design de experiências de aprendizagem on-line, adaptado de Garrett (2011), é proposto para indicar as possibilidades de diálogos interdisciplinares nas equipes de produção de cursos
Este texto propone el concepto de estética extendida, el cual permite entender que la sensibilidad del sujeto se ve afectada previa y posterior-mente a todo tipo de experiencias, como asistir a un concierto, emprender un viaje o comer en un restaurante. La estética extendida posibilita diseñar experiencias prolongadas que puedan resultar más significativas para el sujeto que las vive. El diseño de experiencias ha ido ganando importancia debido a los cambios en los hábitos de consumo de las nuevas generaciones, que no sólo prefieren desistir de aquéllas banales, como acudir a las tiendas, sino que privilegian su consumo a la posesión de bienes. Finalmente, se exponen siete elementos que quitan el velo abstracto del diseño de experiencias y que configuran una propuesta que puede servir de base para el desarrollo de modelos y métodos que impulsen esta actividad a través de una prolongación de la experiencia.
The aim of the chapter is to propose an application of the experience logic and, in particular, the theatrical model to organize the tourist offer for the destination. Assuming the prospect of selling experiences, it emerges that, among the various factors needed for a destination to fall within the theatrical model, there must be the indispensable presence of a director (governing body in a systemic approach), to which we refer in our proposal for possible tourist destination market-oriented management tools. According to the theatrical model inspired by Pine and Gilmore, in which they underline that each business can be considered a show business, in order to be wholly efficient, the marketing activities must be geared toward the various internal (cast) and external subjects within the organizational system, whether it is a company or a destination. In other words, it is a question of adopting an integrated managerial perspective that is widely diffused organization-wide and culturally holistic. What is to be avoided is the logic of focusing the marketing only on the final client, thereby falling into a near-sighted approach that underestimates the importance of truly satisfying an audience when all of the theater components have worked together well. Indeed, concentrating exclusively on the external consumer means ignoring the fact that, in a tourist system, there are stakeholders (internal clients, distributes, suppliers, financial backers, public institutions, mass media, etc.) whose complete satisfaction is an indispensable condition for satisfying the final client and for long-term competitive success. We propose applying the experience concept and the theater model to tourist destinations with all due conceptual caution, aware of the limitations inherent in both theory and managerial actions, in undertaking to shift into territorial contexts paradigms and tools that were developed with reference to organizational systems.
This article examines the service design of freemium game pricing. Freemium games are a type of game that is partially free to play, but its players are able to access various options by playing real money. The article increases knowledge of the usability of service design processes in the pricing of mobile games, as well as the understanding of central aspects of freemium pricing models from the perspective of user experience and customer value. Existing research shows that one major reason for failing freemium pricing models is the orientation for technology development, alongside poor content and too aggressive monetization, rather than customer experience. The article presents a process in which an alternative pricing model was developed for freemium games, through the use of service design workshops.
In the extant managerial literature, the recent contribution by J. Pine II and J.H. Gilmore, The Experience Economy Goes Beyond Service, has attracted our attention because it offers so much food for thought regarding the possible evolutionary pathways that advanced societies’ consumption models could follow and the consequent strategic challenges that businesses will have to face in order to meet their clients’ new needs and to successfully adapt to market changes. Based on their observations of American society, certainly that with the greatest propensity toward consumption, and starting from the implicit hypothesis that demand is constantly on the lookout for new objects and forms of consumption, for new emotions and sensations,
and with greater consumer expectations (Ritzer, 2000), the two scholars suggest the provocative thesis that, by now, the era of services is on its way out to make way for the experience economy. In this new scenario, in which
there is little or nothing left to purchase, for the extre mely demanding and aware consumer, value is created by the enterprise that offers experiences, rather than goods and services. In the American authors’ view, experiences represent economic proposals that differ greatly from services, at least to the
same extent that services differs from goods; nevertheless, they still represent ‘products’ which, like goods and services, can be offered to the client either singly or in combination with other outputs (good, services) in the form of ‘packages’. Moreover, compared to services, experiences stand out for their uniqueness and capacity to be personal, instead of personalized, in addition to the fact that they are ‘staged’ and not simply handed out. This implies that enterprises must undergo a transformation from being mere providers of services or sellers of goods to becoming ‘stage directors’ of experiences for the client who, in the new perspective, is called ‘guest’. By the same token, writes Rifkin, the economy is being transformed, from “gigantic factory” to “endless theater” and now “every business is show business” (Rifkin, 2000, p. 219).
Consumer satisfaction and loyalty are determined by the ability of organizations to go beyond the normal capacity to satisfy demand, trying to transcend expectations through new and completely unexpected offerings
for the clientele; it is a matter of staging surprises, thus widening the gap between what the client perceives and what s/he expects to get (Pine and Gilmore, p. 117).
According to Toffler (1988, p. 236), “we will become the first civilization in history to utilize highly advanced technology to produce the most transitory and, at the same time, the most enduring of products: the human experience”.
The experience economy model, which came out in the U.S. in parallel with numerous other managerial theories and models in support of the ‘theatricalization of economic activities’ (Grove, Fisk, and Bitner, 1997), seemed, to us, particularly applicable to the tourism industry and especially to tourism districts. The latter are territories in which it is a daily task of tourism operators to formulate offerings that are often inspired by the logic
of providing the clientele with a more or less integrated mix of goods and services in which, however, there is an experiential dimension that is purely casual, spontaneous, and unintended, with no real economic or marketing
objective.
In a context of entertainment economy (Bird, 2002), the evolution of tourist demand towards forms of demand for experiences actually forces agents in the sector, if they are to remain competitive, to develop a new
conceptual framework and adopt original managerial tools for fulfilling this demand. In other words, if consumers tend to essentially purchase emotions and experiences, then the supply side must be populated with producers and sellers of ‘memories’ (Valdani and Guenzi, 1998), and the marketing of services and of experiences must use the theater model as its point of reference (Grove, Fisk, and Bitner, 1997).
The aim of this article is to propose an application of the experience economy model to tourism and, in particular, to tourist districts (Pencarelli, 2001), interpreted as a paradigm of the Viable Systems Approach (VSA) (Golinelli, 2000). This concept has allowed us to discern what type of districts, otherwise labeled as touristic systems, local tourist offering systems and so on in the literature, fit the concept of ‘system’ in a narrow sense and what the prerequisites are, therefore, that a district must meet in order to qualify as a viable system. From this work it emerges that, among the various factors needed for a district (in the strictest sense) to fall within the viable systemic concept, there must be the indispensable presence of a governing body, to which we refer in our proposal for possible tourist district market-oriented management tools. We propose applying the marketing concept to tourist districts with all due conceptual caution, aware of the limitations inherent in both theory and managerial actions, in undertaking to shift into territorial contexts paradigms and tools that were developed with reference to organizational systems.
The marketing paradigm most effective for our purposes is that of total relationship marketing (Gummesson, 1999), which goes beyond the traditional framework of marketing management to move toward the concept of marketing-oriented management. Total relationship marketing is based on a holistic approach which aims to build and maintain longterm, positive relationships with single clients and other stakeholders, and which recognizes that the end value for the client is co-created with all of the parties involved. From this standpoint, Gummesson’s thesis, analogous to the relationship marketing approach put forward by Peck, Christopher,
Payne, and Clark (1999), promotes the idea that relationship marketing represents the convergence of the marketing paradigm and that of total quality (Cozzi, Ferrero, 2000), and focuses on customer satisfaction and
customer service. In other words, it is a question of adopting an integrated managerial perspective that is culturally holistic, in keeping with the viable system concept. What is to be avoided is the logic of focusing the marketing only on the final client thereby falling into a near-sighted approach that underestimates the importance of truly satisfying an audience when all of the theater components have worked together well. Indeed, concentrating exclusively on the external consumer means ignoring the fact that, in an organizational system, there are stakeholders (internal clients, distributers, suppliers, financial backers, public institutions, mass media, etc.) whose complete satisfaction is an indispensable condition for satisfying the final client and for long-term competitive success.
Finally, from our work there emerges, alongside the indisputable merits of providing innovative and holistic elements for reflection and action for the governance of tourist districts in the new consumption scenario, that
the experience economy model also presents some negative aspects. These aspects should not be overlooked in the governance of touristic systems when, for instance, following in the wake of a strong theme, the choice
is made to stage experiences aimed at enhancing existing facets of the territory or region (in terms of both front region and back region) and build artificial touristic spaces that tourists must pay for in an area where a real
experience could be enjoyed for free. We allude, in particular, to the danger that in an effort to make an offering so spectacular in terms of providing tourists with experiences, emotions, memories, dreams come true, or
other forms of entertainment, it risks becoming excessively trite and overly commercialized, thus creating desensitized clients who are even resentful of the various forms of experience-tourism and are less apt to be amazed, awed, and surprised. Pushing too hard or inappropriately on the spectacular experience lever can actually make people want to run from anything that makes their free time, which should be for creative and recreational activities of choice, become ‘mandated time’ geared toward forced consumption.
Ultimately, time is manipulated so that it no longer enriches and relaxes but rather, impoverishes and tires individuals, negatively impacting on their quality of life (Rifkin, 2000, p. 201; Pratesi, 2002, pp. 73-74).
The experience economy model must therefore be adopted prudently, avoiding interpretations that are totally uncritical which can occasionally be seen in Pine and Gilmore; instead, it would be preferable to follow the
suggestions of Grove, Frisk, and Bitner (1997) according to whom, when management embraces the theater metaphor, it is essential that a staging of experiences be authentic (tourists can tell immediately when a situation or an attitude is fake and they usually do not appreciate it), adaptable, and appropriate (every performance must be adapted to the situation, to the client, etc.), as well as be sufficiently applicable to the context being managed.
Stories are a fundamental and universal form of human communication and learning [Bruner, Telling stories: Language, narrative and social life. Georgetown University Press, 2010]. People use stories to organise, understand, learn, remember and communicate about the world [Herman, Storytelling and the sciences of mind. MIT Press, 2013]. It is not surprising then that stories have been discussed in literature linked to design thinking [Brown, Change by design. Harper Collins, 2009], design science [Hatchuel, Journal of Management and Governance 5(3):260–273, 2001] and user, consumer and tourist experiences [IDEO, Design thinking for educators, 2012; Battarbee, Proceedings of the 2003 international conference on designing pleasurable products and interfaces. ACM, 2003; Mathisen, Advances in Hospitality and Leisure 8:21–41, 2012]. While stories are often mentioned as elements of design and user experience or as key methods to understand experience, their use as a framework to guide the design process has not been examined in detail. Within the literature on consumer experience stories have been linked to drama and theatre [Pine and Gilmore, The experience economy: Work is theatre and every business a stage. Cambridge, 1999], but this use of the theatre metaphor has been criticized as a unidimensional and superficial treatment of experience [Gelter, Articles on experiences, 2006; Lugosi and Walls, Journal of Destination Marketing and Management, 2(2):51–58, 2013]. This chapter goes beyond both the use of stories as a method of understanding user experience and the dramaturgical approach to consumer and tourist experience to present stories as a framework for guiding the design of tourist experience opportunities. It begins by outlining the parameters of the topic and defining the main concepts of stories and experience. It then analyses the relationship between stories and tourism identifying the major dimensions of tourist stories and their links to design and experience. These dimensions and analysis provide a foundation for a story framework to guide tourist experience design.
Crowdsourcing design has been applied in various areas of graphic design, software design, and product design. This paper draws on those experiences and research in diversity, creativity and motivation to present a process model for crowdsourcing experience design. Crowdsourcing experience design for volunteer online communities serves two purposes: to increase the motivation of participants by making them stakeholders in the success of the project, and to increase the creativity of the design by increasing the diversity of expertise beyond experts in experience design. Our process model for crowdsourcing design extends the meta-design architecture, where for online communities is designed to be iteratively re-designed by its users. We describe how our model has been deployed and adapted to a citizen science project where nature preserve visitors can participate in the design of a system called NatureNet. The major contribution of this paper is a model for crowdsourcing experience design and a case study of how we have deployed it for the design and development of NatureNet.
This chapter reviews the current state of theory and practice of experience design and suggests that the notion of experience should be regarded as an essential and unifying theme in guiding a broader perspective of design and study of e-learning. Underlying this chapter is a view that suggests a shift from designing learning environments to "staging" learning experiences. By looking at learning through the prism of experience design, we may begin to discover ways to create compelling, memorable, and transformative e-learning experiences. Some existing models and effective practices in education are considered as viable models for adapting experience design to e-learning contexts. Furthermore, this chapter identifies some converging areas of research from the fields of experience design and education, so as not to reinvent the wheel but to expand our knowledge on designing quality e-learning experiences that are engaging and valued by people.
This article aims to analyze the synergy of experience design, housing and social responsibility in the development of regionalization in Brazil. By promoting new experiments of living and design, developers focus not only on the welfare and convenience of communities, but mainly in privacy, security and sustainable development, all of which have social and political impacts. Such analysis are identified based on the concepts of authors such as Bauman, Hill, McLellan, Celaschi, Fluser among others and intended at contributing to the fields of design, communication and regionalization development.
Experience design provides as a different perspective for design techniques within several business contexts such as services, communication and social areas. This paper is focused on a leisure scenario in which design plays an important role in the user experience: the road running market. Exploratory research was developed to assess this phenomenon using in-depth interviews and ethnographic approach. The findings indicated that the running experience is mainly dependent on running group services and race participation, with design being a relevant factor for the increase of practice and improved beneficial experience among the beginning and advanced runners.
With the emergence of the experience economy, hospitality consumers have become qualitatively more discerning and are increasingly demanding innovative products and services. In order to understand the DNA of successful hospitality innovations, this chapter uses the case study of the Oberoi Group's luxury resorts to examine the innovations in the components of the marketing mix. The chapter then looks at the innovative personalized experience options offered by the resorts to meet the exponentially rising bar of guest expectations. The strategic role that hospitality employees play in contributing to and implementing service innovations, as well as the importance of embedding a culture of excellence and creative thinking in the organisation by recruiting the right employees and by providing training, empowering and engaging them to enable to innovate on a continuous basis, is also highlighted.
This paper aims to identify the kinds of pleasures involved in the interaction of mobile application users and how users with different levels of experience may differ in their emotional response, influencing the design for experience. To develop a product or service that a consumer has some kind of emotion: this goal is directly related to design for experience, which is defined as an activity to map processes that support these experiences. For this study, we selected the photo-sharing application Instagram and we used the theoretical model proposed by Jordan (2000), which classifies the pleasures in four types: physical, psychological, social and ideological. Exploratory factor analysis results show the existence of two major emotional responses ("appreciation" and "security"). Anova results show that users with more experience have higher emotional response " appreciation". Finally, regression results show that both "appreciation" and "security" emotional responses are important predictors of user satisfaction.
This study aims to examine the casino experiences of South Koreans within the framework of the four realms suggested by Pine and Gilmore's concept of the experience economy. Employing a qualitative research method, the current analysis focuses on how casinos are experienced and contextualized by contemporary South Koreans who imbue casinos with different meanings depending on how the individuals have experienced these places. The results reveal that the concept of the experience economy provides a new perspective for casino researchers to shift focus away from the rational behavior of casino visitors to focus more on their subjective and emotional experiences. The findings particularly show that South Korean casino visitors get easily absorbed in the casino environment, although they are unlikely to be completely immersed; at the same time, most of the visitors remain passive participants in gambling activities. Several salient practical implications are provided for casino researchers and marketers.
In order to achieve a competitive advantage, the contemporary tendency amongst retailers is to offer appealing and enduring experiences for their customers. This can be regarded as an effort to create emotional connection with customers through careful planning of tangible and intangible elements. Interactions between customers and the environment in which they do their shopping is the starting point for the formation of relationships between a retailer and its customers. These interactions have rational and emotional dimensions and assist the value-creation process. A well-designed customer experience will also have emotional dimensions that will make it very difficult for other retailers to imitate. Reputation is conceptualised as the outcome of relationships with customers. The relationships that follow from the interactions made possible by customer experiences are of great consequence for the retailer, in terms of building reputation. This paper addresses the route between customer experiences and reputation formation. As such, the paper attempts to contribute to the understanding of the influence of an interdisciplinary activity, namely the creation of shopping experiences for customers by retailers, on corporate reputation.
The rapid advancements of informational and technological developments have exposed the businesses and the markets to have great changes day by day. Within the framework of these changes, along with the inevitable necessity of the competition,
businesses are obliged to produce products/services going beyond the demands/needs and experiences directing the emotional searches of customers. So, the new competitive
tool of businesses that see themselves beyond products and services producers is ‘experience marketing’. The aim of this study is to analyze the concept of experience marketing which is important for creating the sustainable competitive advantage and its characteristic features through the conceptual structures and to examine the results.
This paper discusses the roles of simulation in creativity education and how to apply immersive virtual environments to enhance students’ learning experiences in university, through the provision of interactive simulations. An empirical study of a simulated virtual reality was carried out in order to investigate the effectiveness of providing virtual simulation to enrich students’ learning experiences. The researchers found that virtual reality can possibly enhance students’ learning experiences by providing them with a heuristic and highly interactive simulated virtual environment. Being explorative and fun are essential parts of students’ learning experiences in virtual reality. This paper suggests that educators create stimulated virtual learning environments, for example game-like environments, to help students develop positive learning behaviors in the learning process.
For better or for worse, persuasive technologies are already part of the everyday technological landscape that people live in. Since 1997, the Persuasive Technology Lab at Stanford University has tracked existing and emerging computing devices designed to change human attitudes and behaviors. The article focuses on a significant, potentially controversial and new direction in the design of computing systems. This area is important for computer professionals to understand. Of all these strategies two, simulation and surveillance, are especially noteworthy. Both are made possible by computer technology in ways human systems cannot match easily. They have a high potential for persuasion but work in very different ways. While simulations allow users to draw their own conclusions and adopt appropriate behaviors, surveillance is almost the opposite, possibly compelling users to perform certain behaviors. In fact, a question that still needs an answer, at least in our minds, is whether surveillance is a type of persuasion or a type of coercion. The answer likely depends on specifics of each persuasive computing system. Despite these differences, both strategies will be common in future technologies.