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TOUR1002:

Visitor Experience & Marketing

Assessment 2 Task Sheet

[Presentation]

Mode Oral

Category Presentation

Weight 30%

Due date

Slides due: Week 7, Friday,

12/09/2025 at 3 PM.

In-class presentation:

Weeks 8 and 9;

15/09/2025 – 26/05/2025

Task Description:

This presentation provides an opportunity for you to showcase your findings from

Assessment 1 (Visitor Experience Appraisal) and receive feedback from your tutor and

peers. 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.

Task Structure:

Your presentation should include the following:

Part 1: Background

• Describe the site: Provide an overview of the attraction you are redesigning.

• Where is it?

• What is its purpose?

• Who is the current target market?

Part 2: Current Customer Journey Map (CJM)

• Outline the current visitor experience journey: Identify and highlight the issues and

areas of improvement.

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• Customer/Visitor Journey Map (CJM): Present a visual representation of the current

customer journey and touchpoints. This should reflect the visitor’s views at each

stage of their journey, helping to understand the ecosystem and identify “moments

of truth” where improvements are needed.

• Provide a diagram of your CJM.

Part 3: Experience Economy Framework

Refer to the Experience Economy Framework (Pine & Gilmour, 1999), which includes the

‘experience realms’ of 1) Entertainment, 2) Education, 3) Escape, and 4) Aesthetics to

help you explain and justify why you believe this visitor experience needs to be

redesigned. You do not need to refer to all four realms, only those that have relevance to

your experience redesign justification. Also, briefly note who the target market/s might be

for the new redesigned experience.

• Explain and justify how the current visitor experience fits within the experience

realms.

• Use the model to show how a redesign can address weaknesses or enhance the

experience in certain realms (e.g., entertainment, education, escape, or aesthetics).

• Briefly identify the target market(s) for the redesigned experience and link them to

the relevant realms from the Experience Economy model.

Part 4: Q&A Following the presentation.

Visual Aid:

PowerPoint (PPT):

• The presentation should consist of no more than 5 slides that visually support your

argument using photos and a CJM diagram only.

• You are not required to include text on the slides—photos should speak for

themselves.

• The photos must be taken by you, and you can or cannot be in the photos. The key

is that the photos should be original and taken during your visit to the site.

The slides should cover the following:

• Introduction of the visitor attraction.

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• Current Customer Journey Map, showcasing the current visitor experience. (A

diagram of your CJM).

• Integration of the Experience Economy Framework, using photos only to show how

the current and redesigned experience align with the realms.

Presentation Delivery:

• You may use cue cards for speaking points, but do not read directly from the slides.

• Practice your delivery to ensure a confident and smooth presentation, staying within

the 5-minute time limit.

Submission Information:

• PowerPoint (PPT): The PowerPoint presentation must be submitted electronically to

Turnitin on the Blackboard site prior to the in-class presentation.

• Slides due: Week 7, Friday, 12 September 2025 at 4 PM.

• This assessment must be completed in person during the scheduled class time

(Weeks 8 and 9; During tutorials).

Other Important Information:

• This assessment task is to be completed in-person. The use of generative

Artificial Intelligence (AI) or Machine Translation (MT) tools will not be

permitted. Any attempted use of AI or MT may constitute student misconduct under

the Student Code of Conduct.

• Ethics and Privacy: Please be mindful of others' privacy while taking photos at the

site. Follow ethical guidelines and respect the privacy of visitors and staff. Do not

photograph individuals without their consent.

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