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Leisure Marketing - ASSIGNMENT & INSTRUCTIONS Overview The aim of this assignment is for students to critically explore the concept of the experience economy and customer experiences

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Leisure Marketing - ASSIGNMENT & INSTRUCTIONS
Overview
The aim of this assignment is for students to critically explore the concept of the experience
economy and customer experiences.
Over the past decade within leisure and tourism, attention has shifted away from product and
service delivery to the customer’s experiences as the added value element. This shift has been
coined by Pine and Gilmore (1998) as the ‘experience economy’. Simply, the experience economy is
one in which consumers are in search for extraordinary and memorable experiences. Therefore,
organisations must develop and market memorable events and activities for their consumers, and
that memory, or experience, becomes the fundamental element of the product or service offering.
Companies stage an experience when they engage consumers and connect with them in a
personal and memorable way. Experiences are developed over the various touchpoints which are
developed by the organization and are inherent through the consumer consumption stages
(Arnould et al., 2004). As Lemon and Verhoef (2016, p. 71) highlight, the customer experience is
a:

“Multidimensional construct focusing on a customer's cognitive, emotional, behavioral, sensorial,
and social responses to a firm’s offerings during the customer's entire purchase journey.”
Customer experiences, both developing and managing, is the core value of the leisure and
tourism consumption process. Therefore, providing tourists with memorable experiences is
central to a highly competitive marketplace. This is essential as customers’ experiences have an
influence on many issues which are critical to organisational success - for example,
differentiation, satisfaction, word-of-moth, hedonism, loyalty, revisit/ repurchase, and perceived
quality. However, given the subjective nature of the leisure consumer, developing experiences is
challenging and requires an understanding of the consumer market and the organisational
offering. With this is mind, the aim of this assignment is for students to critically explore the
concept of the experience economy and customer experiences. To do this, students should explore

perspectives on experience.

LEISURE MARKETING —- COURSE WORK
Experiential consumption: A critical discussion of experiential
consumption within the leisure experience

o Students may cover the following elements in their essay:
« Defining experience economy
* Defining and exploring experiential consumption
« Defining and exploring sociality within the leisure experience
« Defining and exploring servicescape within the leisure experience
= Exploring the antecedents of experiential consumption
* Exploring the experiential marketing and the aspects which need to be
considered when developing such marketing approaches
INSTRUCTIONS on the NEXT page

Expectations of Content
All essays are expected to present a sophisticated and comprehensive critical understanding of
the academic literature relating to the experience economy and customer experiences. This should
reference the literature shared via class lectures and tutorials as well as demonstrate extensive
further reading into the subject. Marketing consumer experiences is at the core of each essay title
and the subject of the essay is then orientated in a specific direction.
Every essay should present a basic understanding of the prevailing discussions within the
literature on the experience economy and customer experiences and then demonstrate how that
understanding is being applied to the specific focus of the essay in a critically balanced way.
Examples from the real world may be used if you feel it will animate or amplify a point you are
making, but this is an academic essay so real world examples should not be used at the expense
of support from academic literature. For example, Ritzer (2005) talks about ‘cathedrals of
consumption’ and regularly uses Las Vegas as an example. Ritzer’s extensive work in this area
would entitle real world examples of Las Vegas to be used because it was clearly based in solid
academic research.
INSTRUCTION on WORD LIMIT
The word limit for the essay is 2000 words (+/- 10%). That means that every word from the
beginning of the Introduction to the end of the Conclusion is included in the word count,
regardless of whether it is a title, quote, citation or contained within a table.
The list of references will not count in the word count.
INSTRUCTION on HEADINGS & TABLES or FIGURES
The essay may make appropriate use of headings, but this should be used sparingly if at all.
You may feel it necessary to incorporate tables or figures, this is not forbidden, but this should
also be used sparingly, if at all.