This course introduces the concept of tourist experience as an individual and socio-cultural process by relying on the case of Rovaniemi and its Christmas brand. The theoretical part of the course offers insights into the experience economy and Christmas as an organizational phenomenon. In addition to lectures, the course follows a case study approach to identify and evaluate the relationship between the Rovaniemi Christmas brand values and the service offered by local tourism companies. Particular attention will be given to the role of storytelling, gastronomy and Arctic nature in the creation of Christmas experiences. The course is based on a balanced combination of lectures, business cases and workshops.
Why experience economy? One of the fastest growing sectors of the global economy is related to the production and consumption of experiences. This is particularly relevant in tourism and hospitality. Today's travellers are not just buying services but they have become experience producers and consumers. This new demand for meaningful experiences requires tourism companies and destinations to develop a distinct value-added provision for their services. This is a task that requires managers who have the ability to identify and manage elements that influence the experiences of travellers.
Why Christmas? Christmas is annually celebrated around the world, even in countries which do not have a Christian tradition. Christmas usually involves family gatherings and gift giving. Christmas spending represents around a third of the annual retail turnover in many Western economies. Moreover, Christmas is also a tourism experienced sold all year around. There are several tourism destination which are based on the Christmas theme. Rovaniemi, which has been acknowledged as the official residence of Santa Claus, is one of these places. The number of Christmas theme parks and alike activities will continue to increase in the future.
This course is designed for students who are interested in the production and consumption of tourism experiences. It is recommended for undergraduate students of tourism, hospitality and business studies. Previous studies in experience economy and service marketing are helpful but not required.
Lectures, course literature and blended learning elements (blogging) as well as visits to tourism companies. Small group assignments in class and at home are designed to make connections between theoretical concepts and the case studies.
Preliminary assignment (before joining the summer school) and instructions for creating the e-portfolio (e.g. creating a blog). During each day students work on group assignments but each student works on the development of his/her own e-portfolio (e.g. blog). The assessment criteria: Pass/fail: The assessment is based on active participation, group work and presentations, and own e-portfolio.
Please note! The programme is preliminary and may be subjected to changes. All learning activities take place at the premises of the companies involved in the programme.