© The University of Queensland 2024

This content is protected and may not be shared, uploaded, or distributed. TOUR1002 Visitor Experience and Marketing Tutorial Week 6: CJM & Experience Economy

Model

WEEK 6 – YAY!

2 Today's

Agenda! 3 • Customer Journey (CJM) • The Experience Economy Model • Getting started with your

Assessment 2 (Presentation

skills).

SO, Let's get started.............. • Understand the scenario provided.

• Working in small groups, map out your experience as if you were the customer,

from the very beginning (awareness) to the very end (reflection or loyalty).

• Don’t worry about doing it ‘right’, there’s no one way.

• Use sticky notes, draw diagrams, or create timelines, whatever works for your

group. Activity

4 Share your Customer Journey (CJ) 6 Now it’s your turn!! 11 Think about your experience (Assessment) where you can identify several

touch points of your customer journey. Where were the moments of truth created? What aspects of the customer journey impacted you the most. Draw or design your customer journey to share with others. Experience

Economy

Concepts The Experience Realms- some of

these can overlap. • Customer’s level of

participation

➢ Passive to active • Customer’s connection with

the environment or

surroundings ➢ Absorption to

immersion Axis 13 14 15 16 17 The goal is to create WOW moments! 18 Activity Experience Match-Up Align the experiences with the four realms of the

Experience Economy Model 20 Group work • Think of a recent memorable

experience (e.g., attending a concert,

dining at a themed café, visiting a

museum, going to a sporting event,

trying VR gaming, attending a cooking

class). • Write down some points on what

made it special.

• Share this with your group – on your

table.

• Everyone must share.

Activity -

21 Group work • Now pick one experience to focus on. • Discuss: • Which realm of the Experience

Economy (Entertainment, Educational,

Escapist, Esthetic) does it best fit

into? • Do all group members agree? If not,

why? • Is there overlap? If yes, which realm is

most dominant? • Draw the model on the whiteboard &

justify.

Activity -

Assessment

Task 2 Experience redesign justification

presentation Overview: The goal is to present your analysis of the visitor experience using

the

• Customer Journey Map (CJM) and

• Experience Economy Framework (Pine & Gilmore, 1999),

justifying the need for the redesign and focusing on key

touchpoints before and after the proposed changes.

Please open A2 - Task description on BB and let’s unpack it.

Assessment Task 2 23 Assessment Task 2 • Slides – Visual Aid • Due date – 12th of September

2025, Friday @ 4 PM AEST

(Week 7) • Submit electronically to

Turnitin on Blackboard.

• Presentation – Live (In

person) • Due date –

Starts Week 8 (in

tutorials) • Duration – 4 + 1 minute

(individual). • The presentation order will

be shared on the day.

24 SUBMISSION • You MUST use the template provided on Blackboard.

• You will need to type a minimum of 20 words for it to be accepted

into TURNITIN! • Rename the file –

‘Full name_Student number_tut grp’ Example – ‘Manomay Chaskar_12345678_TUT07 Monday’ How to submit on Turnitin

25

© The University of Queensland 2024

This content is protected and may not be shared, uploaded, or distributed. See you next week!

If you have any questions, email

your tutor.

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