This is a thesis within the field of experience economy and business studies. The thesis investigates what experiences are in relation to Sun & Beach package travels. In Danish context, not much research is to be found within this relation. What is to be found is that this sort of tourism as an experience product is undesirable, without having researched it. This thesis therefore has three main research goals. First to see what an experience is as a phenomenon, secondly to investigate what an experience is for the tourist, which is done with a phenomenological approach: by asking the costumers. The third goal is to investigate, why the Sun & Beach travel is defined as undesirable, even though it’s one of the most popular travel products on the market and the companies, who sell them, earn the most money. This research shows, that there are many types of experiences to be found on a Sun & Beach travel, even when using same theories, as commonly used, and as used by the researches, who do not approve of the Sun & Beach product. The Sun & Beach tourists are found to experience all the types of pleasure, or experiences, which Lionel Tiger defines in his book: The Pursuit of Pleasure. This means they have experiences that are related to the senses, which are mental, physical as well as those that occur in social relations. Also the psychologist Csikszentmihalyi’s theory about experiences is used. Especially his theory about flow is often used within experiences economy, but only used partially. When investigated further, the theory has a lot more to offer than what otherwise used. The theory states, that flow can occur in many situations, as long as the person is concentrated and there is a match between ones skills and the challenges met. Flow can also occur in social relations. For the Sun & Beach tourists, it turns out, that one of the experiences pursuit here, is to be close in social relations, but also to be relaxed, and of course, to enjoy the sun. – All of these are, according to both Tiger and Csikszentmihalyi, indeed experiences. The last part of the thesis’ research offer an explanation to why the Sun & Beach travels are defined as an undesirable experience product even though it in fact is a desired product. Here the research shows that the researchers have made an ethnocentric mistake. They see their values as the values for all experiences to be measured. It is then argued, that research in experience economy should remember to take a marketing approach and investigate experience products through the eyes of the costumer. And it gives a reminder, that successful experiences products are those that makes the most profit, whom ever buys the product.
|Uddannelser||Virksomhedsstudier, (Bachelor/kandidatuddannelse) Kandidat|
|Udgivelsesdato||19 maj 2010|
- oplevelsesøkonomi, oplevelser, flow