Syftet med uppsatsen är att undersöka hur Washington Capitals strategiskt arbetar för att skapa upplevelser i samband med hockeymatcherna och deras kringarrangemang. Hur skapar Washington Capitals upplevelser? Finns det något att lära av deras upplevelsestrategi? Kan Washington Capitals arbetssätt kopplas till teorier om upplevelseekonomi?   Metod: Sekundärdata i form av tryckta källor och böcker, tidigare uppsatser och artiklar. Vi har genomfört en kvalitativ fältstudie i Washington D.C. Där intervjuade vi personer på Washington Capitals organisation samt genomförde deltagande och icke deltagande observationer på huvudkontoret och i arenan vid matcharrangemang.   Resultat & slutsats: Washington Capitals arbetar i hög grad med upplevelseekonomi, detta är något som andra kan lära av. Washington Capitals arbetar inte utefter några upplevelseekonomiska teorier, de hade aldrig hört begreppet tidigare. Dock är deras arbetssätt i linje med upplevelseekonomins teorier.    Förslag till fortsatt forskning: Presentationen av studien begränsas då det är svårt att lyfta fram de händelser som skapar intryck i en text. En liknande studie skulle med fördel kunna presenteras genom en film. För att få ökad förståelse för varför publiken går på hockeymatcher skulle vidare studier kunna göras om publikens motivationsfaktorer, både i Sverige och i USA. Fortsatta studier skulle också kunna göras i samarbete med en svensk idrottsförening för att testa upplevelseekonomins teoretiska metoder i verkligheten.   Uppsatsens bidrag: Uppsatsen kan bidra med konkreta exempel på hur en idrottsorganisation kan arbeta med att skapa upplevelser i samband med sina idrottsarrangemang. / Our objective of the thesis is to investigate how the Washington Capitals strategically works to create experiences in the context of hockey games and the surrounding events. How does the Washington Capitals create experiences? Is there anything to learn from the Washington Capitals experience strategy? Can their way of work be linked to theories about the experience economy?   Method: Secondary data such as printed sources and books, previous studies and articles.We conducted a qualitative field study in Washington D.C. We interviewed people at the organization of Washington Capitals and carried out participant and non-participant observations at headquarters and in the arena at game events.  Results & Conclusions: Washington Capitals are definitely working with experience economy, this is something that others could learn from. Washington Capitals are not working by any experience economy theories, they had never heard the term previously. However, their way of work is in line with the experience economy theories.   Suggestions for future research: The presentation of this study is limited since it is difficult to highlight events that create impression by writing. A similar study could favourably be presented by a movie. To obtain a better understanding of why the audience attend hockey games further studies could be done about the audience's motivation factors, both in Sweden and in the U.S.. Further studies could also be done in collaboration with a Swedish sports club to test the theoretical methods in reality.    Contribution of the thesis: The essay can provide concrete examples of how a sports organization can work to create experiences in the context of their sporting events.

Because of the mass tourism industry that exploits sensitive locations all over our planet a new kind of tourism came into focus in the 1980’s. This new form of tourism was named ecotourism, and as the name reveals ecotourism deals with low-impact travel. Today, all sorts of places can be gazed upon in a flick of a switch; all you need is a television set. It is well known that destination marketing successfully uses visual media as a tool to sell trips to potential tourists. Therefore, this essay examines how ecotourism benefits from the great power of the television. The analyzed material contains of six different TV shows, sorted into two groups – travel shows and discussion programs. With the theory of the tourist gaze, semiotics, destination marketing and the experience economy the study resulted in the conclusion that all TV shows are built upon collective cultural representations found in the exotic and the authentic. With the help of the visual language, travel shows can give new meaning to a specific destination expressed in a system of mutual understanding and shared culture.

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L’objet de cette thèse est d’apporter une contribution à la fois théorique et opérationnelle concernant la mesure de l’expérience vécue comme élément clé d’un véritable management de l’expérience client.Partant de la pratique, la démarche prend appui sur des recherches provenant de différents champs disciplinaires : économie et gestion des services, qualité, stratégie, marketing, management de la performance et apprentissage organisationnel.Nous proposons un modèle du management de l’expérience client comportant quatre dimensions en interaction : l’expérience voulue (par les dirigeants), l’expérience attendue (par les clients), l’expérience proposée (par l’entreprise), l’expérience vécue (par les clients).Nos propositions de recherche s’intéressent à la mesure des écarts entre l’expérience vécue et les autres dimensions. L'enjeu ne réside pas uniquement dans une description des écarts pouvant exister entre les objectifs fixés renvoyant à la théorie professée en matière d’expérience client (e.g. quelle expérience souhaite-t-on faire vivre aux clients ?) et la perception par les clients des réalisations renvoyant à la théorie d’usage de l’entreprise (e.g. quelle est l’expérience réellement proposée et comment celle-ci est-elle perçue par les clients ?). Il s'agit aussi d'analyser comment les entreprises peuvent réduire les écarts en s’engageant dans une démarche d’apprentissage organisationnel conduisant à un management de l’expérience client réussi. / The purpose of this thesis is to make both a theoretical and operational contribution, concerning the measure of the lived experience as a key factor to an effective customer experience management.Based on practice, our approach relies on research from different academic fields: economics and service management, quality management, strategy, marketing, performance management and organizational learning.The customer experience management model we offer has four interacting dimension: intended experience (by the managers), expected experience (by the customers), offered experience (by the company), lived experience (by the customers).Our research proposals are concerned with measuring the differences between the lived experience and the other dimensions. The issue is not only a description of the gaps that may exist between the objectives, referring to the espoused theory in customer experience (eg what is the experience we want to create for our clients?) and the customer’s perception of the achievements, referring to the theory-in-use of the company (eg what is the experience actually offered and how do customers perceive it?). The intention is to also examine how companies can reduce such gaps by engaging in a process of organizational learning leading to a successful customer experience management.

Made available in DSpace on 2009-11-18T18:56:13Z (GMT). No. of bitstreams: 1 Andre Meyer Coelho.pdf: 569731 bytes, checksum: d9fbc353e31a37eca59a20b11c031c62 (MD5) Previous issue date: 2007 / This academic work identifies Critical Success Factors to the strategic development of a turist destination, proposing the case study of Região Uva e Vinho, and its introduction to the Experience Economy, located at the Brazilian Serra Gaucha, Rio Grande do Sul State. The data used has been obtained from documental research among businessman and travel agents related to the region. The results are represented by factors identified in a tourism only rpoposal. / Este trabalho acadêmico identifica Fatores Criticos de Sucesso para o desenvolvimento estratégico de um Destino Turístico, utilizando como estudo de caso a Região Uva e Vinho, e a proposta de introdução à Economia da Experiência, localizada na Serra Gaúcha brasileira, Estado do Rio Grande do Sul. Utiliza-se de dados já tratados em pesquisas documentais realizadas com empresários e agentes de viagem que se relacionam com a região. Por fim, apresenta os fatores identificados em uma proposta exclusiva para o turismo.

Nowadays the world is on the verge of another significant migration of value, the value for corporate world is shifting from providing services to staging experiences for customers. Since it is vital to understand the main characteristics and components of the impending environment, this research is carried out. It is aimed at determining the main elements of the experience economy that could add value to products and the way modern retail companies apply these instruments within their strategies. The purpose of this paper is sufficiently fulfilled by qualitative analysis of three companies from the clothing industry - Benetton Group, Nike, Louis Vuitton. In the paper co-creation, gamification and digitalization are identified as the main instruments of the experience economy that could lead to greater value of the products and additionally contribute to other companies’ brand performance criteria as brand loyalty and brand awareness. Furthermore, the study provides discrepancies between retail companies from the clothing industry in terms of implementing experience economy instruments depending on their market segment, strategy and specialization.

It seems that online retail is erasing the presence of physical stores, referred to as the retail apocalypse. Consumers’ desire to experience brands is increasing whilst sensory experiences in the online retail environment are limited. It is increasingly important for brands to be attainable through physical interaction for consumers to stay loyal, a fundament for the experience economy. Therefore, the pop up phenomenon could be considered an approach to blur the line between physical and online stores. The aim of this research is to create an understanding of how the pop up phenomenon is experienced by phygital companies in Sweden, exploring their use of multisensory marketing through pop ups and the effect it has on the brand. A qualitative and exploratory approach with semi-structured and asynchronous interviews including nine managers from the pop up industry was conducted. The data collected was analysed through a thematic approach and compared to existing literature. From the findings, two pop up purposes were identified: (1) pop ups with a long-term marketing purpose to enhance the brand, and (2) pop ups with a short-term selling purpose. Further, the empirical findings of this study suggest that the usage of multisensory experiences was recurrently found to be done unintentionally by the firms, indicating a lack of knowledge of its impact on customer behaviour in the long-term. From combining literature and findings a model was created explaining how firms can use the pop up phenomenon to successfully enhance the company’s brand. This research provides insights of managers’ personal experiences of the phenomenon and explores how pop ups can be a useful tool for a company's brand.

The study aims to investigate the impact of the COVID-19 pandemic on completed projects in the experience industry and what lessons will be included in the future. To answer the purpose, the framing of questions has been established: 1. How have project managers in the experience industry handled the consequences of COVID-19 in completed projects? And 2. What lessons do project managers in the experience industry take with them from dealing with the pandemic? To answer the questions, a qualitative method with an exploratory approach has been chosen. Semi-structured interviews provided in-depth material that culminated in three key themes: 1) When the unexpected occurs, which explains the informants' initial reaction and fears to COVID-19, 2) Out of the crisis, innovation is born, concerning the innovative power that has emerged in a struggle to reduce the pandemic's negative impact and 3) After rain comes sunshine? which sums up the lessons and changes that remain based on the consequences of the pandemic. The thesis results in a greater understanding of what can be done for the experience and against the pandemic, where the biggest finding is summed up in an ability to innovate that has led to positive changes in an industry greatly affected by COVID-19.

Syfte: Syftet med denna uppsats är att få en djupare förståelse för vad företagen anser behövs för att upplevelser ska bli lyckade och minnesvärda. Vi vill även ta reda på vad företagen tycker utmärker en extraordinär upplevelse. Metod: Till vår uppsats har vi använt oss av en kvalitativ metod som består av semistrukturerade intervjuer, mejlintervjuer och en telefonintervju. Totalt har sex intervjuer utförts med sex olika upplevelseföretag. Slutsatser: Personal och deras bemötande är viktigt för att upplevelsen ska bli lyckad. Platsen där upplevelsen utövas har också stor betydelse och den kan utformas på ett sätt som mer eller mindre kan påverka besökarnas känslor. Upplevelserummet har en stor påverkan på helhetsintrycket. En minnesvärd upplevelse behöver involvera besökarnas känslor. Besökarna behöver känna sig delaktiga i upplevelsen och sinnena bör stimuleras för att upplevelsen ska bli minnesvärd. En extraordinär upplevelse verkar behöva innehålla de beståndsdelar som lyckade och minnesvärda upplevelser har. Den bör även vara utvecklande på ett personligt plan. / Purpose: The purpose of this thesis is to gain a deeper understanding of what companies think is needed for experiences to become successful and memorable. We would also want to know what companies think distinguishes an extraordinary experience. Methodology: For this essay we have used a qualitative method that consists of semistructured interviews, e-mail interviews and one telephone interview. In total, six interviews were conducted with six different experience companies. Conclusions: Staff and their attitude is important for the experience to be successful. The place is also very important and it can be designed in a way that more or less can affect visitors' emotions. The experience room has a large impact on the overall impression. A memorable experience need to involve visitors' emotions. Visitors need to feel part of the experience and the senses should be stimulated for the experience to be memorable. An extraordinary experience must contain the elements of a successful and a memorable experience. It should also be developing on a personal level.

<p>Vi utforskar begreppet <em>upplevelseekonomi</em> och hur vi har hamnat i vad en del forskare anser vara Upplevelsesamhället. Ett samhälle där de basala behoven är uppfyllda och där vi söker minnesvärda och självförverkligande upplevelser.</p><p>Vi har valt att studera tidigare forskning och presenterar delar av det vi har läst i ett inledande teoriavsnitt. Därefter observerar vi ett par upplevelserelaterade hotell för att se hur teorin kan se ut i verkliga pågående projekt. De hotell vi valt att titta närmare på är <em>Icehotel</em> i Jukkasjärvi samt <em>Såstaholm</em> i Täby. Vårt sätt att arbeta blir deduktivt, där vi utgår från befintliga begrepp och teorier för att kunna dra logiska slutsatser.</p><p>Befintlig teori i upplevelseekonomi samt iakttagelser av två existerande hotell för upplevelser gav oss grunden till hur vi utformade vårt hotell i Östhammar med upplevelsetema – <em>Hotell Badjäflar</em>. I <em>Hotell Badjäflar</em> praktiseras det vi har lärt oss. Temat för hotellet blir sjuttiotal och miljön och aktiviteter kommer att präglas av decenniet. Vi väver in författaren och filmskaparen Lars Molin då vi använder marknadsföringsverktyget <em>storytelling. </em>Lars Molins film <em>Badjävlar</em> ligger som grund för en del av miljön i hotellprojektet. Anledningen till att vi väljer Lars Molin är att han levde och arbetade i Östhammar under just sjuttiotalet och det var här filmen <em>Badjävlar</em> spelades in.</p><p>Våra diskussionskapitel består både i en utvärdering av <em>Icehotel </em>och <em>Såstaholm</em> och hur vårt <em>Hotell Badjäflar</em> kommer att fungera som upplevelse. Vår uppfattning är att både <em>Icehotel</em> och <em>Såstaholm</em> har lyckats med att skapa platser för upplevelser som deras gäster kommer att minnas och påverkas av. <em>Hotell Badjäflar</em> skulle enligt vår mening också kunna bli en unik och minnesvärd upplevelse för våra gäster. Vi avslutar med att reflektera över upplevelseekonomin idag, lyfter fram tankar om den allmänna skepticismen och ger förslag till fortsatta studier.</p><p>Upplevelseekonomi innebär att skapa upplevelser som kunden länge minns och gärna rekommenderar till sina vänner. Helheten blir det viktiga och alla personer involverade i upplevelseskapandet har en roll att spela där kunden är i centrum.<em></em></p> / <p>We study the term <em>experience economy</em> and how we live today in what some scientists call The Experience Society. That is a society where our basic needs are fulfilled and in which we seek experiences to remember and to express ourselves.</p><p>We have chosen to study earlier research made in this subject and present part of what we have read in an initiating theory section. After this we observed a couple of “experience based” hotels to see how this theory can be practiced in real life. The hotels we chose were <em>Icehotel </em>in Jukkasjärvi and <em>Såstaholm</em> in Täby. These two hotels turned out to be excellent examples of “experience based” hotels in Sweden. We have chosen to use a deductive way of presenting our results. Deduction is when conclusions are drawn out of existing theories and concepts.</p><p>This earlier research literature and our studies of two actual hotels for experiences gave us the basis for how our hotel in Östhammar is designed with an experience theme <em>– Hotel Badjäflar.</em> <em>Hotel Badjäflar</em> is where we practice our new knowledge. The theme is the seventies and the surroundings and our activities will all be influenced by this decade. For our storytelling parts we will use stories about the author and filmmaker Lars Molin. Parts of the hotel surroundings are based on his movie <em>Badjävlar</em>. The reason we chose Lars Molin is because he lived and worked in Östhammar during the seventies and it was also here the movie <em>Badjävlar</em> was made.</p><p>Our discussion chapter involves an evaluation of both Icehotel and Såstaholm as well as how we think <em>Hotell Badjäflar</em> will work out as an experience. Our opinion is that both <em>Icehotel </em>and <em>Såstaholm</em> have succeeded well in creating places for experiences that their guests will remember and be affected by. According to us <em>Hotel Badjäflar</em> has the potential to be an experience to remember for our guests. Finally we reflect on how the experience economy is commonly looked upon and the scepticism surrounding it. We also give suggestions on continued studies for the essay.</p><p>Experience economy is to create memorable experiences that the customer will remember for a long time and will gladly recommend to his or her friends. The totality of the experience is essential and each person involved in creating the experience has a role to play through which the customer is put in the leading role.</p>