2. Experience Staging

Stage in that book the

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Unformatted text preview: to such transformations as “beneྰts” (e.g., Driver, Brown, & Peterson, 1991; Allen, Stevens, Hurtes, & Harwell, 1998; Hurtes, Allen, Stevens, & Lee, 2000). The notion of an experience economy follows from an extensive history of inquiry into consumer experience that dates to the work of such classic economists as Adam Smith, Alfred Marshall and John Maynard Keynes (e.g., Holbook, 2000; Hirschman & Holbrook, 1982; Holbrook & Hirschman, 1982; Westbrook & Oliver, 1991). Knowledge and assumptions from that line of inquiry were integrated using a theatre metaphor by Pine and Gilmore (1999), in The Experience Economy: Work is Theatre and Every Business a Stage. Published by the Harvard Business School Press, the book became a best- seller among trade publications in business, and has attracted attention of scholars in tourism and recreation as well (e.g., Gilmore & Pine, 2002; Hayes & MacLeod, 2007; Knutson, 2004; Knutson, Beck, Kim, & Cha, 2006; Oh, Fiore, & Jeoung, 2007; Ralston, Ellis, Compton, & Lee, 2006; Rossman, 2007; Rossman & Schlatter, 2008; Wilhelm & Mottner, 2005). Pine and Gilmore (1999) argue that this “experience economy” is distinct from economies based on commodities, goods, and services. Table 1 provides a summary of some major distinctions among goods, services, and experience industries. Because recreation and tourism offerings have traditionally been thought of as service offerings, the contrast of service offerings with experience offerings in Table 1 is particularly revealing. In a service economy, providers “deliver” services to “clients” who exchange opportunity costs in order to receive the “intangible beneྰts” of the offering. A realtor, for example, is a service industry professional who “delivers” real estate marketing and ྰnancial consultation “services” to clients, who “beneྰt” from the sale or purchase...
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