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Tourism in Dream society

Tour Operations. Tourism in Dream society. Rolf Jensen 1999 " The Dream Society" "Heartstorm“ , "The Future Makers" Similar Story: Experience Economy concept. ‘’Commodities’’. Coffee beans Butter. Nickel Wool. Simple products, no transformations.

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Tourism in Dream society

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  1. Tour Operations Tourism in Dream society Rolf Jensen 1999 " The Dream Society" "Heartstorm“, "The Future Makers" Similar Story: Experience Economy concept

  2. ‘’Commodities’’ • Coffee beans • Butter • Nickel • Wool Simple products, no transformations Similar: Experience economy concept

  3. Danish Free hens’ eggs(before avian flu) • 50% market • + 30% cost

  4. Danish Hen’s EggsClassic emotional story telling about: • Ethical keeping of animals, in freedom • Rural romanticism • Ould good times Product with an emotional story behind it Commodity >

  5. Glimpse of History “DREAMSOCIETY” Progression of ECONOMIC VALUE SOCIETY’s Progression EMOTION SOCIETY EXPERIENCES INFORMATION SOCIETY DATA, SERVICES 20 YEARS PRODUCTS INDUSTRIAL SOCIETY 150 YEARS COMMODITIES AGRARIAN SOCIETY 10.000 YEARS

  6. New Drivers INFORMATION SOCIETY DREAM SOCIETY > Technologies Emotions Rationalism Stories Values Pragmatism Spiritual comfort Physical comfort Emotional intelligence Rational intelligence

  7. Tourism in the Dream Society DREAM SOCIETY INFORMATION SOCIETY Economic value SERVICES EXPERIENCES & “STORIES” Desires TO VISIT / TO REST EMOTIONAL PYRAMID Tourism typology GENERAL INTEREST SPECIAL INTEREST Trend COMMODITISATION PERSONALISATION...

  8. In & Out Out In Sellers of Holidays (Beds) Sellers of Experiences Package tour Creators Story Creators The Sellers The Storytellers OUTGOING ... DIRECTOR STORY, DREAMs & EXPERIENCES DIRECTOR > ‘’Legend Management’’ BALTTOUR 06

  9. Banyan Tree “Behind the success of Banyan Tree Hotels & Resorts lies the untold story of a steely faith in the power of environmental conservation”

  10. EMOTIONAL PYRAMID Buying Behaviour of a Tourist in the Dream Society

  11. Safety & Security I control the situation I do not feel cheated I know what is happening My rights are respected I am not cheated* *regardless of feeling Safety & Security

  12. Diversity Permanent nice surprises Architecture, landscaping, design, activities, etc. Options for amusement Options to face challenges Diversity

  13. Personalisation I am recognized I am special and I am recognized as such (smth. just for You…) Personalisation

  14. Akceptance I feel accepted as a person I feel part of the group I feel that the group accepts me I have the pleasure of sharing Play, discussion, learning, etc. Group activities Do-and-Share (cooking) Acceptance

  15. Growth Self-esteem reinforcement The travel reinforces my self-image I receive permanent positive inputs Growth

  16. Contribution Contribution I feel useful I am contributing to a good cause LP choices and demands behind them

  17. THE EMOTIONAL PYRAMID Contribution Growth Acceptance Personalisation Diversity Safety & Security

  18. New opportunities in the Dream society

  19. Adventures market Ordinary people doing “extraordinary” things Stories of: Challenges, Emotions, Risks, Efforts, Excellence, Achievement...

  20. Sport market The Olympic Games: the biggest universal sport “story”

  21. Nature market People want “stories” related to “Mother Nature”, her mysteries and strengths.

  22. Love market People need to love and to feel loved (friends, relatives, reunions)

  23. Wellness market The Dream Society demands physical and mental health

  24. Traveling to improve quality of life • Keep-fit tourism • Spiritual comfort tourism

  25. Good life (La Dolce Vita) market To be “pampered” in a luxury atmosphere... Where they know how to take care of you..

  26. New ‘’Jet Set’’ market The Jet Set Dream Society is not looking for luxury but for something original, unique, different...

  27. Peace of mind market Serenity Authenticity Values

  28. Convictions market The Dream Society demands causes and convictions Rescue as Market Value

  29. Volunteerism as tourism business? • To help = to pay = pleasure worth to be paid for? • To pay: • Air ticket • Accommodation • Participation • Job input

  30. Conclussions (possible) • A new society is already emerging, we are moving from the information society to the dream society. The dream society is driven by emotions, experiences and stories. • The key to success for the tourism sector is to build communication around stories, experiences and emotions. • The dream society represents a tremendous opportunity for us. The tourist in the dream society is looking for new ways of travelling and is prepared and able to spend money to find them.

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