5 Conclusion
5.3 Applications, future research, and limitations
5.3.1 applications
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5.3.1 Applications
Tourism itself is an industry that selling “experiences.” Even if people travel to the same destination, every traveler still expects unique personal experiences. In other words, once people are on the way traveling, no matter where they are, they are a genuine “experience seeker” (Richard and Wilson, 2004). Hence, this study aims at inducing and extracting concepts about what Taiwanese backpackers want to experience on the journey; they are experience “outcomes” of each of the individual backpacker. Taking the conclusion of the experience outcomes as inference, it shed light on what the destination should offer for giving the visitors, especially Taiwanese backpackers, a satisfactory experience. Through this study, necessary information is provided to work on the factors that affect Taiwanese backpackers’ experiences. Therefore, after segmenting backpacker market for both foreign and national tourism industry, practical actions can be done by manipulating the seven experience providers to ensure a good
backpacking experience for Taiwanese.
Positioning
According to the reports of CTC (2010), at the core of experiential marketing in tourism, “travel experiences are about engaging the senses, enabling visitors to connect with the people and the place and creating unique and lasting memories.” In this sense, tourism industry should see themselves as “experiences providers” so that they are able to co-create an unforgettable traveling experience for their customers. In order to achieve
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this goal, according to Schmitt (2003), after analyzing the constructs of experiences, “positioning” is the next step. And, there are three strategic elements for creating an “experience platform”:
Experiential Positioning
Describe a core experience by using metaphors/imagery. For example, find landscape of a destination and describe it as “heavenly”,
“paradise-like”, offering “fantasy” or “painting-like” feelings. This way, according to the result of this study, will arouse Taiwanese backpackers’
emotions easily. And, the tourism practitioners might want to attract more backpackers by glorifying the whole backpacking experiences as
“being in love” or “being in a beautiful dream.”
Experiential Value Promise
To achieve this goal, practitioners need to know what experiences customers will “buy”. Inferring from the results, it’s clear that five modules of experiences need to be enhanced by the following ways.
First, when it comes to multisensory experiences, practitioners should offer as mush sensory stimuli as possible. For instance, provide them a map of local delicacy; throw them a show playing music with local elements; offer them astonishing photo images about beautiful
landscapes. As for the needs for cognitive development, try to enhance the learning opportunities in the “product offering”. Recruit a group of local experts who are available to share some of their knowledge with visitors in their spare time. To integrate all this, the practitioners might design a weekly or monthly life schedule according to local people’s
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life style, in order to show the backpackers how to live as the locals do.
Further, increase the chances for backpackers to meet local people and interact with them. For example, construct an online system of reserving local people as tour guides. Or, the tourism bureau can hire volunteering tour guides, since backpackers have budget considerations. Even, learn from the existed system of “free tour.” This kind of short group walk will encourage social engagement and conversation with local people.
To go a step further, local government can construct a “local
couch-surfing system”, making those who are willing to accommodate foreign backpackers have an access to do it, at the same time, providing a great opportunities for backpackers to have closer contact with real local people. To sum up, delivering “insider experiences” that can’t be found anywhere else creates great values for Taiwanese backpackers.
Overall Implementation Theme
For countries around the world, it’s important to brand the destinations first, in order to know what “products” to offer, and further attract the right tourists. To attract Taiwanese backpackers, it’s necessary to provide them an environment to learn and indulge themselves, with uniqueness of the place.
Referring to the results discovered in the narratives, a refined framework of experience platform can be presented as figure 5-3 shows:
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Figure 5-3: Creating Experience Platform for Taiwanese Backpackers
Marketing
To integrate experiential marketing tools for Taiwanese backpackers, this study proposed a favorable combination of seven experience providers, according to Schmitt (1999). (see table 5-1)
Experiential Positioning
• paradise/heaven
• dream
• scenery as paintings
• myth/fairy tales
• in love
Experiential Value Promise
• multi-sensory
• engaged/invloved emotions
• personal cognitive development
• relationship building
• personal fulfillment
Overall Implementation
Theme
• learning
• indulging Experience
Platform
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Table 5-1: Experience Providers for Taiwanese Backpackers
Experience Providers
Examples
Communication Book
guide book (especially free official guides that is easy to use or download; should updated annually)
travel magazine
famous prose
literatures regaring traveling theme
travel narratives
textbooks
“Discovery” & “National Geographic” channels
News on a case report about a place Motion Pictures
Documentaries
Movie Internet
Blog (with intriguing imagery and thick description about one critical event/specific area)
Others
Pop music that has connections with the destination
“Paradise-like” or “dream-like” photographic image (had better be authentic, real, and connect with the
environment)
A well-known remark
A well-designed and clear map Signage Verbal
Identity
Designing figures or hang tags which symbolizing backpacker spirits
Product Presence
Regarding logo, color, tone of voice, and photography
Co-branding Related activities in corporation with schools
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Destination marketing through International movies Spatial
Environment
Accumulating unique spatial cultures and atmospheres
“Hostels” or “guest houses” need to offer friendly and convenient spaces for backpackers to mingle with each other because it is an important enclave for them
Offering clear and easy-to-understand local map for backpackers to use
Electronic Media
Integrating more online forums for backpackers to share and gather
Earning travel narrators to write by focusing on one or two critical event, with intriguing photo images
The travel experiences should be written like telling a story to a good friend, and sound personal and intimate
Make readers feel as if they were in the place with the narrator
People Service people should be kind and treat tourists like friends
Providing low-spending or free services which enables more chances for backpackers to interact with the locals (ex: free online reservation of local tour guides or volunteering guides)