2. Experience Staging

experientializing intangible

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: the United States. The company works closely with each individual customer through the design and construction process in order to produce a product that meets the unique wants and needs of each customer, while maintaining the structural and functional integrity of the craft. Through processes that range from repeated use of guests’ names to personalization of products, guests and customers become respected as individual co- producers of value rather than being non- distinct and anonymous representatives of target markets. The last two principles common to experience industry organizations are “mix in memorabilia” and “stimulate multiple senses during the encounter.” Memorabilia refers to tangible artifacts from the encounter. Artifacts might range from purchased souvenirs to, perhaps, a wrapped mint from a memorable dinner at a restaurant. Memorabilia is a particularly powerful agent in enhancing experience quality when it is presented as an unexpected, value- added item (Jané & Dominguez, 2003; Kano, 1984; Matzler, Hinterhuber, Bailon, & Sauerwein, 1996). An example of this was provided by the Hong Kong Museum of Art during its exhibit by the Swiss artist, Alberto Giacometti. Patrons were surprised and delighted by an unexpected opportunity to have their photograph taken and computer enhanced into an elongated image; stylized as if it were composed by Giacometti. Elements to stimulate multiple senses can be added to virtually any offering. People who have visited Disneyland may have noted that fresh popcorn is presented as guests enter the park immediately after opening, regardless of the fact that few people consume popcorn at that hour. This morning popcorn “offering” is actually intended mostly to stimulate guests’ sense of smell as they enter the park (Disney Institute, 2001). An example of tactile stimulation was provided by a traveling exhibit of artifacts from the Titanic. Guests could tou...
View Full Document

{[ snackBarMessage ]}

Ask a homework question - tutors are online