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A selection of some of my more recent university work.
A selection of some of my more recent university work.
Institution: University of Otago
Institution: University of Otago
Assignment: Research Project Report
Assignment: Research Project Report
Paper: Tourism Research Methods
Paper: Tourism Research Methods
Year: 2019
Year: 2019
This project was done with a Dunedin Maori tourism business that was looking to minimise the effects of seasonality, which is when tourist flows are temporal, leaving peaks and troughs in demand for a tourism product.
We as a class were given the opportunity to hear from the business owners and hold discussions with them to better understand their company and their needs. We then proceeded with the research project individually.
My take on the research project:
Due to the nature of this company's products, i.e. cruises, this company experienced low demand in the winter and high demand in the summer. It sought to increase bookings in the winter.
I decided to test if forming partnerships with other entities that had significant pull-factor in winter would achieve the company's desired outcomes.
I set out two research questions:
How can the company use events to increase its bookings in winter?
Which market segments should the company target?
While I did not carry out primary research, I designed the survey and outlined other methods in the report. Secondary research was used extensively. A wide variety of relevant sources were referenced, including information of potential partners, tourism literature, statistics from MBIE, the Dunedin Tourism 2-25 Growth Framework, among others.
A strategy was laid out to use the survey data to segment the market, and what those market segments are expected to be.
Finally, I drew up a list of recommendations on how to approach potential partners and the possible partnership arrangements the company could pursue.
Personal takeaways:
I applied my knowledge and experience of partnerships to the research project to test if it was a viable strategy. Based on the
Nicole Kuek- Research Project - Tourism Research Methods - Otago University.docxInstitution: University of Otago
Institution: University of Otago
Assignment: Essay on the Experience Economy
Assignment: Essay on the Experience Economy
Paper: Tourism and Hospitality Enterprise Management
Paper: Tourism and Hospitality Enterprise Management
Year: 2019
Year: 2019
For this assignment, I was tasked with providing a critical analysis of the impacts of the experience economy on a tourism product and organisation of my choice. I personally participated in an ecological tour provided by a local conservation organisation for this assignment.
My essay first introduces the experience economy and how, in the experience economy, tourism and hospitality enterprises create value through experience rendering and experience design.
Becoming a consumer of the experience myself was critical in this analysis. I was able to discover how the organisation and its tour guides used its natural assets and its services to stage meaningful events for its clients.
I examined how the tour guides' performances greatly enhanced the experience. Referring to the literature on the experience economy, I was able to critically analyse the critical components of the performances, which were the use of contextual (and therefore, meaningful) interpretation, humour, co-creation, and personability.
Overall, the guides of the organisation were able to create entertainment value to the interpretation content. They used interpretation tools to effectively keep the audience (the tour group) engaged and evoke positive emotions in them.
I also provided constructive criticisms of the servicescape and suggestions on how the organisation can improve.
I suggested collecting data on clients to perform customer segmentation. This would allow for further product development and deeper differentiation between the organisation's range of products.
I also suggested how continuity (return customers) could be achieved. Because this organisation is in the business of ecotourism, and its natural asset is unique (and cute, I might add), there is the opportunity to create attachment.
Personal takeaways:
Through this assignment, I developed a great interest in experience design. It has been rewarding to learn about the experience economy and the areas in my life and work that benefit from applying the concepts learned.
Nicole Kuek - Essay Experience Economy - Otago University.docxPage updated
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