2. Experience Staging

That are engag ing

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Unformatted text preview: propriate to the theme, and ensure that employees stay in character that is consistent with the theme and the theatrical form Customize the encounter to the individual (rather than only to the market) Stimulate multiple senses during the encounter Provide (“mix in”) memorabilia Although much of this list is highly intuitive, to obtain the engagement desired, one must implement each of them with diligence when staging an experience. Thus, it is appropriate to deྰne and elaborate on each of these. As such, the following discussion draws examples from some of the most successful and visible of experience industry organizations. It is important to note, though, that the principles may be applied to many experience offerings, often at little cost. For the Disney Corporation, for example, attention to theme involves millions of dollars of creative architecture and engineering, along with extensive training of staff. In contrast, an interpreter at a heritage site may, consistent with Tilden’s (1977) seminal principles of interpretation, simply choose to develop her or his offering around a holistic theme rather than around disjointed facts. Use of the theme could require the same resources in terms of preparation time and equipment. The quality of guest experiences at the heritage site could thereby be enhanced, with no additional cost to the interpreter or organization. In short, application of experience industry principles need not be constrained by limited time or ྰnancial resources; current employees need only refocus their efforts based on these principles. A theme (the ྰrst item in the list) may be thought of as a set of cues that are intended to evoke a “fantasy” (Holbrook & Hirschman, 1982); an imaginary journey to a different time or place. These cues may include alterations to the environment, such as decorations or other more permanent alterations to a venue. We often go to...
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