2. Experience Staging

Factors and artistic performance

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Unformatted text preview: ead of the Department of Recreation, Park, and Tourism Sciences at Texas A&M University, 106 Francis Hall, 2261 TAMU, College Station, TX 77843- 2261. Email: [email protected] Phone: 979- 845- 7324. J. Robert Rossman is Professor and Dean Emeritus, Illinois State University and currently a Visiting Professor in the Department of Recreation, Park, and Tourism Sciences at Texas A & M University. Experience Industry, Guest Experience, Service Quality, Service Experience, Recreation and Tourism Management Considerable discussion followed the 2007 George Butler lecture. In that lecture, J. Robert Rossman argued that an industry of experience has evolved, and that park and recreation organizations can better serve their many publics by employing technologies for staging experiences that have arisen from that industry. “Discovery of the power of immediate conscious experience in marketing, sales, and service encounters,” Rossman stated, “has heralded the identiྰcation of an industry of experiences, and the advent of an experience economy. Successful organizations in this experience economy understand that they are in the business of producing sensations and memories. Further, they fully recognize that encounters that produce these outcomes must be carefully staged, animated, or in the traditional language of our profession, programmed.” Rossman’s position was based on a history of inquiry in consumer behavior that has addressed the value of consumer experiences in the process of purchasing products and services, in the ownership experience of products, and in the participation experience of purchasers of select types of services, such as tourism and recreation encounters. Some of the debate that followed the lecture centered on the ethics of viewing recreation “services” from the lens of industry and economic value. Other discussions considered the scope of applicability of experience industry concepts and techniques to traditional park and recreation offerings. The purpose of this paper...
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