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Lutek Piotr

Biuletyn Komitetu Przestrzennego Zagospodarowania Kraju PAN

2019

No. 275

29--47

Consumer experiences as a driver of contemporary brand and marketing management are taken up nowadays by many researchers and academics. It’s merely compelled by bored with generic products and services consumers who much more than ever look for intensive, personalized experiences. However, there is a significant gap in knowledge how to transfer these global changes to the needs of effective tourist product management. The article presents a brand-new approach called ‘the experience key’ for discovering, grouping and converting common, dedicated to a certain destination customers experiences into clear and desirable tourist offer with meaningful competitive impact. One of most important advantages of the methodology is its simplicity and ease-of-use for any professionals involved in destination product management by using well-know research methods and apparent applicability into the process of building and selling tourist offer of a place. The Experience Key can be regarded as a missing link between theoretical considerations led by academics and expectations of tourism industry representatives in the context of applying customer experience to place brand and product management.