The New Tourist and Co-Creation Creation Masterclass Sociale Innovatie Kenniscentrum Kusttoerisme 22 oktober 2009 Koert de Jager Lector NHTV
The New Consumer Does this New Consumer really exist? Is Is it old wine in a new bottle? A new marketing trick? Doesn't the New Consumer realize that he is the New Consumer?
New Consumer: An individual who focuses on creating his own identity and his own value (self expression, meaning, quality in life) Empowerment Synthesis Experience Ingenuity I Power Togetherness Authenticity Femininity Meaning
The New consumer
Example The New Tourist The tourism demand is growing for travel that engages the senses, stimulates the mind, includes unique activities, and connects in personal ways with travellers on an emotional, physical, spiritual or intellectual level. Source: Canadian Tourism Commission, Defining Tomorrow s s tourism products, Packaging experiences, p. i.
Example The New Tourist Tourists are looking for unique activities, tailored experiences, special interest focus, experiences in a lifestyle destination setting, living culture, creative spaces and creative spectacles Gross & Brown, 2006.
The New Tourist and Co-Creation Creation The chasm between tourists and tourism supply
The New Consumer Bring the love back
Strategy in the 21 st century RED OCEAN OF BLOODY COMPETITION BLUE OCEAN OF UNCONTESTED MARKET SPACE Tomorrow s leading companies will succeed NOT by batling competitors, but by creating blue oceans. Change the enterprise logic! Kim & Mauborgne, 2005 Value innovation
The New Consumer and Co-Creation Creation Co-creation involves customer s s active involvement and interaction with their supplier in every aspect, from product design to product consumption Payne et al. (2008). Journal of Business Research
The New Consumer and Co-Creation Creation
The New Consumer and Co-Creation Creation DART Dialogue Transparency Access Prahalad, Ramaswamy Risk Benefits
The New Consumer and Co-Creation Creation G-D D Logic S-D S D Logic Product Service flow Promotion Conversation/Dialogue Price Value proposition Place Networks/Processes
The New Consumer and Co-Creation Creation Service-Dominant (S-D) logic is the future of Marketing There is no value until an offering is used- experience and perception are essential to value determination. The consumer is ALWAYS a co-creator creator of value Vargo & Lusch (2008)
5 stadia van betrokkenheid van toeristische consumenten Gasten als: SELECTOR PERSONALISOR INSPIRATOR PARTICIPANT CREATOR Aanbieder ont- wikkelt produkt en gast maakt keuze Gasten kunnen produkt /dienstverlening een persoonlijk tintje geven Gasten kunnen ideeen ontwik- kelen, Aanbieder maakt keuze Gasten worden Aanbieder creeert als gelijkwaar- platform en dige partners gasten krijgen de gezien, Aanbieder vrijheid (mee) te ontwikkelen integreert de ideeen in het business concept Aanbieder als: DEVELOPER MASS IDEA INTEGRATOR CUSTOMIZER COLLECTOR FACILITATOR
Naar een nieuwe relatie met de toeristische consument Huidige situatie Nieuwe situatie *De aanbieder ontwikkelt en *Gasten* willen graag meedenken. Geef bepaalt het produkt en de ze de ruimte. Creër een platform. Maak aard van de dienstverlening de gasten enthousiast *De aanbieder bepaalt de communicatie- kanalen * Probeer samen met de gasten hoe er voor beide partikjen een vruchtbare dialoog kan worden opgebouwd *Gasten hebben op het ontwerp van *Co-cre creër hoe de processen zullen verlopen en bedrijfsprocessen noch met de ontwikkel samen de (nieuwe( nieuwe) netwerken. samenwerking met anderen enige invloed *Prijzen en tarieven worden door de *Bepaal* in gezamelijkheid de waarde van de aanbieder vastgesteld nieuw gecreeerde relatie.
The New Consumer and Co-Creation Creation Becoming a co-creative creative organization is about the very nature of engagement and relationship between the institution of management and its employees, and between them and co-creators creators of value- customers, stakeholders, partners or other employees. Ramaswamy 2009
The New Consumer Thank you very much for your attention! Jager.a@nhtv.nl