EuroEco 2010 Paal Knutsson Medhus

Pål K. Medhus (NO)Certified Pine & Gilmore Experience Economy Expert #52LEO Expert of the year 2008 & 2009Certified Ecotourism Company 2008

Pål Knutsson Medhus, Høve Støtt as www.hovestott.noCertified Experience Economy

Pine & Gilmore Expert #52

28th of September 2010, Pärnu, Estonia




What is the difference between a

service and an experience?






Pine & Gilmore`s:Pine & Gilmore`s:

Experience EconomyExperience EconomyPart I: Progression of Economic Value







Make

GoodsGoods

CommoditiesCommodities

Extract

Deliver

ServicesServices

Stage

ExperiencesExperiences

Natural stuff

Tangible things

Intangible activities

Memorable events

Agrarian Economy

Industrial Economy

Serivce Economy

Experience Economy

Pine & Gilmore 1999

Progression of Economic Value







Make

GoodsGoods

CommoditiesCommodities

Extract

Deliver

ServicesServices

Stage

ExperiencesExperiences

Guide

TransformationsTransformations

Customization

Customization

Customization

Commoditization

Commoditization

Commoditization

Progression of Economic Value28th of September 2010, Pärnu, Estonia



Progression of Economic Value

Commodities

Goods

Services

Experiences

?




Economic Changes

Commodity

Service

Good

Experience

Economic output

Business imperative

Supply

Consumer sensibility

Control

Improve

Render

Availability

Costs

Quality

Authenticity

© 2002 Strategic Horizons LLP


ActivePassive

Absorption

Immersion

Entertainment Educational

EscapistEsthetic

Four Experiential Realms




Educational

Escapist

ActivePassive

Absorption

Immersion

Esthetic


What can be done to make the experience

more fun and enjoyable?




Escapist

ActivePassive

Absorption

Immersion

Esthetic




What do you want guests to learn from

exploring new activities?




ActivePassive

Absorption

Immersion

Esthetic






How can you transport guests from one sense of reality to another?




ActivePassive

Absorption

Immersion





How can you transport guests from one sense of reality to another?

What can be done to make guests want to

hang out and just be?

ENJOY? LEARN?

BE? GO?





Absorption

Immersion

Entertainment Educational

EscapistEsthetic

Lift Lesson

Lounging Locale

Four Quintessential Elements

ActivePassive




From __________ to __________

Achieving Aspirations




Diagnosis Follow throughExperience(s)

Transformation Phases




Services

Goods

CommoditiesNoise

Knowledge

Data

Information

Transformation Wisdom

Experiences



Intelligence Hierarchy




Experience Pyramid – Factors Contributing to the Experience

Examination from two perspectives:

1 ) Meaningfulness criteria• product elements• factors contributing to the customer’s experience

2) Levels of experience• customer experiences• building an experience

2

1




The Experience Pyramid

LEO Finland, Sanna Tarsannen


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EuroEco 2010 Paal Knutsson Medhus

Education

hve sttt aspine gilmore

experience guests

experience economypart

estonia pl

estoniapine gilmore

leo expert

certified ecotourism

fun andexploring new