Experiential Modules Research Articles

A Study on the Interaction Experiential Modules in Interaction Space based on the Strategic Experiential Modules

A Study on the Interaction Experiential Modules in Interaction Space based on the Strategic Experiential Modules

Experience intensification to purchase intentions of derivative works in service-intensive industries: An empirical study

In service-intensive industries, the main product is customer experience. Customer experience may be enhanced through the use of derivative works, a powerful marketing strategy, and experience intensification. The aim of this study is to examine the influence of customer experience on the intention to purchase derivative works and the mediating effect of experience intensification. A self-administered questionnaire was used to collect data, with 326 valid questionnaires returned. Structural equation modelling was used to test the conceptual model. The results suggest that Schmitt's five strategic experiential modules influence experience intensification and customers' intention to purchase derivative works to different degrees. Additionally, customers with a higher level of experience intensification are more likely to purchase derivative works, and, importantly, intensification strengthens the influence of customer experience on the intention to purchase derivative works. By combining tangible (derivative works) and intangible (customer experience) products and viewing the outcomes of customer experience as a series of responses, ranging from experience intensification to the intention to purchase derivative works, this paper contributes to the consumer experience literature. This study offers insights for managers to enhance the various dimensions of customer experience and optimise derivative work marketing strategies through experience intensification. This study is the first to investigate the role of derivative works in experiential marketing and the mediating role of experience intensification in the relationship between customer experience and purchase intention.

Trials and Triumphs of Running Cross-Year Experiential Modules: Blending Theory and Practice to Advance Student Professional Development and Academic Practice.

This paper aims to evaluate the impact of two innovative cross-year experiential modules operated jointly between undergraduate Stages 3 and 4 on the professional development of students and the advancement of academic practice at Robert Gordon University in Scotland. Drawing upon pedagogy, including active and experiential learning and qualitative data collected from Stage 3 and 4 student focus groups and academic staff interviews, this paper aims to analyse the opportunities and challenges presented by cross-year experiential modules in relation to student engagement and professional development, and lessons learnt with implications on academic practice. These modules, designed to simulate a real-world Digital Marketing Agency, are a distinctive part of the BA (Hons) Digital Marketing course. They provide collaborative learning problem-solving opportunities through cross-year group work involving Stage 4 students taking on leadership roles in strategic planning over Stage 3 students, in operational roles, who develop related campaign materials in response to the requirements of live clients. This is reflected in the application of two distinct sets of criteria to assess the students’ coursework in accordance with stage-specific learning outcomes. Each group is supported by an academic and industry mentor for the duration of the modules.

Stakeholders’ expectations and experiences regarding school events. Results of research

Purpose: bringing closer the essence of the expectations of students, parents and teachers towards school events and the resulting experiences; presenting the results of own research by representatives of the key stakeholders of the selected primary school, assessing its situation in terms of the issues under consideration and identifying improvements; formulation of recommendations for marketers interested in school events tailored to the expectations of participants and aimed at creating their appropriate experiences, as well as achieving goals and generating multi-faceted benefits. Methodology: computer-assisted survey with combinations of the elements of the Servqual method, Schmitt’s strategic experiential modules (sense – stimulating the senses, feel – eliciting emotions, think – intellectual engagement, act – motivation and inspiration, and relate – strengthening relationships), the NPS (Net Promoter Score) metric, and participant observation in events organized by the research object. Results: research has confirmed that through events, schools may and should manage the relationships and experiences of the interested stakeholders and generate many social and practical benefits. Research with the use of the author’s original methodology shows that what stakeholders care about most is for events to elicit emotions (the feel module), motivate and inspire the participants (the act module), and strengthen relationships (the relate module). Study limitations: planned studies at other schools with different groups of stakeholders. Practical implications: better implementation of the contemporary school’s tasks oriented at stakeholders and their engagement, cooperation development, creating unique experiences while streamlining the school’s marketing and management activities, including building its recognisable brand. Attractive ways of providing information, education, inspiration, and activation through events. Streamlining school event marketing activities. Social implications: building the school community, a number of benefits related to partnerships and integration with local entities, improvement of employee qualifications, activities for the development of the local community in terms of culture, heritage, patriotism, physical activity, environmental protection, and enterprise. Value: the first study of this type at this type of place and the possibility to actually optimise event marketing activities with notable benefits for teachers, students, parents, and other related stakeholders, and improving the experiences, relationships, and satisfaction level of all those involved. Keywords: expectations and experiences, school stakeholders, creating experiences, school events, school marketing. Type of article: research paper.

Effect of Consumer Shopping Value on Recognition of the Importance of Customer Experience in Sportswear Stores

Using Bernd H. Schmitt’s experiential modules, this study investigated the effect of shopping value on recognizing the importance of customer experience. A survey was conducted with 400 adults aged in their 20s to 50s. To analyze the data, factor analysis, a reliability test, cluster analysis, and ANOVA were conducted. The results were as follows. First, the shopping values exhibited by sportswear consumers were a utilitarian shopping value and a hedonic shopping value. Through these, consumers were classified into four groups: a shopping value-oriented group, a utilitarian shopping value group, a shopping value-unconcern group, and a hedonic shopping value group. Second, the customer experience consisted of five factors: sensory experience, emotional experience, cognitive experience, behavioral experience, and relational experience. Third, a significant difference was observed in customers’ perceived experiences according to shopping value type. In the shopping value-oriented group, all customer experiences were generally considered important, followed by the hedonic shopping value group and the shopping value-unconcern group, with the utilitarian shopping value group least likely to perceive customer experiences as important. In addition, cognitive and emotional experiences were rated highest among the five experiences, indicating that these were the most important store experiences among the various customer experience components.

THE ROLE OF SENSES, EMOTIONS AND THE PRINCIPLES OF THE EXPERIENCE ECONOMY IN THE CREATIVE INDUSTRIES THE ROLE OF SENSES AND EMOTIONS IN THE CREATIVE INDUSTRIES

Sensory features of products and services affect emotions, memories, perception, choices and consumption. The creation of new emotions or emphasising of existing ones can increase the appeal of the product or service. Furthermore, it is important for the creative industries to create products and services that inspire, include and reflect consumer values. The creative industries-which include advertising, architecture, arts and crafts, design, fashion, film production, video, photography, music, the performing arts, publishing, research and development, software and computer game development, and electronic publishing, as well as TV and radio-are elements of the creative economy. Creativity is also one of the drivers of the experience economy. According to theorists of experience economics Joseph Pine and James Gilmore, the most prolific experiences are authentic, remain in the memory and change human notions by stimulating all five senses (vision, hearing, smell, taste and touch), provoking emotions and feelings, and allowing people to participate and be involved. The research question of this paper is as follows: how are senses and emotions linked with experiences, when they are used in the development of creative products and services? Therefore, this paper proposes a theoretical review of how to incorporate senses and sensory design into a more comprehensive understanding within the creative economy, as well as the experience economy. Introduction With the recent development of the creative industries, the aspects of added value and the experience provided to the consumer have become even more important than the product and service themselves; furthermore, the understanding of design has transformed from a problem-solving method into a way of creating meaningful experiences. According to Pine and Gilmore, businesses must orchestrate memorable events for their customers, and that memory itself becomes the product: the "experience" [Pine & Gilmore 1998]. The research question of the paper is: how are senses and emotions linked with experiences, when they are used in the development of creative products and services? Sensory experience, which combines all five senses-sight, smell, hearing, taste and touch-creates intense and special effects. Products and services of creative industries can also be developed using related creative industry products which are sensory-for example, storytelling, design, gastronomy, art or crafts-thus creating a special atmosphere and emotions. The process which includes these actions and strategies is called sensory marketing. Sensory marketing tends to focus on building a temporary or permanent environment specifically for conveying a message, establishing a brand, or arousing feelings and engaging the senses [Buford 2017]. Bernd Schmitt presents five types of sensory marketing approaches, referred to as "strategic experiential modules": "sense, " "feel, " "think, " "act" and "relate." [Schmitt 2010]. According to Schmitt, the first stage, "sense, " appeals to consumers' senses (sight, sound, touch, taste and smell); "feel" relates to inner feelings, moods and emotions; "think" appeals to the intellect and cognitive experiences; "act" targets physical behaviour, lifestyle and interactions; and "relate" creates experiences and involves desires. The first stage-sense-is often neglected with several messages, visual triggers and information overload. Sensory aspects also lack a systematic approach and place into the disciplines of experience economy and creative economy. The next stage-feel-is crucial for creating experiences. Emotions are subjective and affective; they are states of mind, and are created by certain events and stimuli. The manifestation of emotions is related to the fulfilment of individuals' expectations and needs. This means that emotions define levels of satisfaction and the process of decision making. The contents of the paper are structured as two sections. The first section is dedicated to the relation between emotions and experiences, thus providing a conceptual background. Then follows the second section, which addresses aspects of senses and emotions and their importance in the development of creative products and services.

Confronting the Crisis of COVID-19

Abstract. When the COVID-19 pandemic was declared an international crisis by the World Health Organization in March 2020, a group of activists, academics, performers, influencers, and innovators in diverse fields of the environment and mental health, representing government, civil society, academia, and the arts, came together to plan a way to mitigate the impact of the crisis on people and the planet. The resulting 1-day conference, held virtually on May 17, 2020, included didactic and experiential modules bridging mental health, education, and environmental initiatives to help people thrive during the crisis, as well as to provide sustainable adaptation and mitigation models for communities and the broader global population. The event sparked the development and expansion of an educational platform with hybrid online and on-location offerings which are ongoing and growing in outreach. The initiative addresses several Sustainable Development Goals of the United Nations 2030 Agenda for Sustainable Development, namely 2 end hunger, 3 health and well-being, 4 education for all, 11 sustainable cities and communities, 12 responsible consumption and production, 13 climate action, 14 life below water, 15 life on land, and 17 multistakeholders partnerships. This article documents the various components of this applied project entitled, the “COVID-19 What’s Next?” conference. Specifically, the article discusses the planning and creation of the conference, the multistakeholder partners, production and marketing efforts, implementation and outcomes, and subsequent steps to make the conference initiative sustainable.

Assessing technology adoption practices in Chinese theme parks: text mining and sentiment analysis

衡量中国主题公园的科技采用行为：文本挖掘和情感分析研究目的通过对游客的在线评论进行文本挖掘和情感分析, 本研究论旨在探索在中国主题公园中科技采用的行为。研究设计/方法/途径本研究运用Python 程序一共挖掘了来自490 中国主题公园的65,518 条评论。本研究进一步计算了在主题公园中与科技运用有关在线评论的情感指数。研究发现本研究发现了在主题公园科技应用的两大主要分类：辅助和体验科技。辅助科技包括三种：智慧服务, 售票, 和园中运输。根据Schmitt 战略体验模块（SEMs): 体验科技进一步包括科技的五大方面：感官, 感觉, 思考, 和联系。研究原创性/价值本研究对了解目前主题公园游客对科技使用行为的看法提供了见解, 以及对主题公园有意向投资科技来提高客户体验的从业人员提供了深远意义。

Structural Relationships among Strategic Experiential Modules, Motivation, Serious Leisure, Satisfaction and Quality of Life in Bicycle Tourism.

It seems that people’s quality of life can be positively influenced through bicycle tourism. Bicycle tourism can be an effective measure to enhance serious leisure, tourism satisfaction, and quality of life. To verify this empirically, a survey was conducted of bicycle tourists who visited Qinghai Lake in China during an international road bike race. The purpose of the present research is to prove the association between latent variables related to bicycle tourism through statistical analysis. For this, hypothetical relationships based on tourism motivation, serious leisure, tourism satisfaction, and quality of life were presented as research models. As a result of empirical analysis, it was analyzed that friends and nature had an effect on serious leisure among the motivation of bicycle tourism. In addition, it was found that the level of serious leisure for bicycle tourism exerted a positive influence on the satisfaction and quality of life. This suggests that bicycle tourism can improve the quality of life during travel to Qinghai lake by bicycle and revealed the crucial role in relationships is serious leisure.

항공사 채용설명회를 통한 체험마케팅 구조 이해: 전략적 체험 모듈(SEMs)을 중심으로

This study aims to firstly, validate experiential factors of job fair and secondly, look into effective application status of strategic experiential modules. In addition, this study is meaningful in the sense that it proposes future directions by identifying the experiential factors which showed systematic and positive responses and the factors needing supplementation. For this aim, the content analysis approach which targeted handwritten reviews by 71 participants of the Jeju Airline Job Fair was selected and analysis was based on thematic analysis process. The main themes were derived as forming relationship through cognition marketing, interaction with pleasure, and role model. Participants who are job seekers and consumers at the same time gained new information, awakened joyful sense, interacted with staff who assist personal growth, gave positive feedback toward airlines through experiential activities, and developed greater interest. In sum, this study discovered experiential factors of job fair, assisted understanding of overall experiential domains, and proposed the possibility of applying as a new business model.

Instagram Brand Activation for Fashion Start Ups with Experiential Marketing

A lot of startup brands utilized Instagram to build their brand online and to raise awareness toward their brand. Fashion industry is one of the many industries that rely on Instagram heavily. Three Levels of Experiential Marketing was a new strategy that was built from 5 Strategic Experiential Modules (SEMs) from Schmitt such as Sense, Feel, Think, Act and Relate to make the 5 SEMs easily applicable to businesses in Instagram. To validate the application of those Three Levels of Experiential Marketing strategy, startup brands from Faculty of Creative Industry, in Fashion and Product Lifestyle Design program utilized the modules to help build their fashion brand from scratch. There are 20 subjects of students in Fashion and Lifestyle Product Design program in University of Surabaya. These subjects start their own fashion branding on Instagram and utilized the Three Levels of Experiential Marketing Strategy for 1 month. In conclusion, not every factor can be fully embedded, and factors under Sense, Feel and Relate SEMs are the most effective ones.

Wheelchair Training as a Way to Enhance Experiential Learning Modules for Urban Planning Students: A Mixed-Method Evaluation Study

ABSTRACT This study assessed the effectiveness of a learning module we developed for planning students aimed to enhance their understanding for design issues in public spaces faced by wheelchair users. The module involves training of students to effectively navigate the environment in a wheelchair before they experience the real outdoor spaces. Through this evaluation study, we also attempted to add clarity to the problems observed from empirical studies about these ‘try-it-yourself’ exercises, such as potential stigmatisation and ableism. We employed a mixed-method study approach consisting of wheelchair skill tests, ‘walkabout’ audits, and a focus group, with 28 second-year undergraduate urban planning students. The cross-over design of the study involving two components of the module – (wheelchair) Skill Learning Experience (SLE) and Real-World Experience (RWE) – allowed us to assess the effect of the former on the performance of the latter and the module overall. The focus group also asked students’ perspectives about the module. Our findings suggest that the wheelchair skills training component likely contributed to a more nuanced and comprehensive understanding of design problems, while also fostering respect for wheelchair users. We believe that careful implementation is key to addressing potential negative consequences while optimising the benefit of experiential exercises.

Heritage Sites and Video Games: Questions of Authenticity and Immersion

Can video games afford authentic heritage experiences, comparable to physical visits to a heritage site? How is authenticity of historical settings related to the player’s immersion? This article explores these questions by looking at the notions of experience and authenticity in tourism/heritage studies and the experience economy and mapping them onto the layers of game immersion. As both video games and site visitation are user-centred designed experiences, they share most of their experiential dimensions: five strategic experiential modules (SEMs) (sense, feel, think, act and relate). Linked through the SEMs, five forms of heritage authenticity reveal close correspondence with five (out of six) dimensions of game immersion/involvement. Therefore, player’s perception of heritage authenticity in historical settings seems to be intertwined with immersion/incorporation. The dual framework of authenticity/immersion presented here allows for detailed analysis of both, the central example being Assassin’s Creed Unity with its famous representation of the Notre-Dame cathedral.

Children as customers in luxury hotels

PurposeThis purpose of this study was to explore two key issues in experiential marketing from an organizational perspective: the management of “strategic experiential modules” and the management of “service encounters” specific to a memorable experience for children in urban luxury hotels.Design/methodology/approachAn integrated model combining managerial and practice-oriented frameworks was used to study how luxury hotel managers design and create memorable experiences for children. The study took a qualitative approach in collecting in-depth data and interviewed 35 managers of five-star luxury hotels in Paris. The data were processed using the Alceste software, an automated lexical program that analyzed the co-occurrence of words and sentences.FindingsWith regard to the integrated model, the analysis of the interviews distinguished four main dimensions, which accounted for more than 84 per cent of the original textual data. Three dimensions, related to emotional-sensorial-physical experiential modules, described how managers strategically managed the child experience and journey while at their hotel. A fourth dimension was also identified in relation to the upstream of the service encounter. The findings highlighted a significant gap in how hotel managers were managing the experiences of children under 12 years of age and that further incorporation of various touchpoints is needed to improve the management of the service design.Research limitations/implicationsThis study demonstrated the applicability of the proposed integrated model, which offers valuable marketing implications for luxury hotel managers. It is suggested that more research on the management of the child experience and journey is conducted in the future.Originality/valueTo the best of the researchers’ knowledge, this is the first empirical study to combine these two frameworks to study the management of the child experience and journey in the luxury hospitality sector.

The Role of Customer Experience, Food Healthiness, and Value for Revisit Intention in GROCERANT

This study proposes a research model in which food healthiness is considered in addition to the five strategic experiential modules (sense, feel, think, act, and relate) to test the antecedent variables that may enhance customer value and intention to revisit grocerants. For the empirical analysis, consumers with experience of using seven Korean grocerants were surveyed. Grocerant experience and food healthiness were found to be associated with hedonic and utilitarian values and these values were shown to have a significant effect on revisit intention. This study differentiates itself from earlier studies of consumer experience in the foodservice industry that ignore the importance of food healthiness. The presented research model shows the importance of the roles played by food healthiness and the five strategic experiential modules in enhancing customers’ value perception and intention to revisit grocerants. The theoretical framework proposed and tested in the research model of this study is thus expected to serve as the basis for future research on experiential marketing in the foodservice industry.

Accelerating Students’ Learning of Chromatography with an Experiential Module on Process Development and Scaleup

The objective of the presented module is to train students with no background in process development and scaleup of chromatographic processes to a high level of competency within 40 contact hours. ...

체험마케팅의 전략적 체험모듈(SEMs)에 근거한 캠핑체험이 만족도와 행동의도에 미치는 영향

체험마케팅의 전략적 체험모듈(SEMs)에 근거한 캠핑체험이 만족도와 행동의도에 미치는 영향

Use of reflective analysis to achieve exercise participation in a patient with severe cognitive impairment: a case report

ABSTRACTAs individuals decline cognitively physiotherapists’ attitudes become more negative. Evidence supports the use of experiential learning modules in a curriculum to improve student confidence and knowledge to treat individuals with cognitive disorders. Work stemming from Schon’s model of reflection suggests that “reflection-on-specific action” can facilitate clinical decision-making. The purpose of this case report is to describe the use of this model by students working with a patient with severe cognitive impairment. Under the supervision of a neurologic physiotherapist who was also a full-time faculty member in a physiotherapy program, the 74-year-old male with severe cognitive decline worked with two student physiotherapists (10 sessions over 5 weeks). The students reflected upon and journaled before, during, and after each session including every encounter, patient response, and activity. Four themes emerged: (1) capitalize on caregiver involvement and knowledge, (2) salient activities promote engagement, (3) intentional communication, and (4) flexibility throughout treatment. Improved exercise participation was noted as the themes were integrated to a greater degree each session. Cognitive deficits precluded performance for some measures, the 6-minute walk test yielded clinically significant results. The factors identified in this case may be beneficial to developing exercise programs for individuals with severe cognitive deficits to assist with maintaining functional mobility and decrease caregiver burden. This intentional reflective approach to practice may combat negative attitudes by providers and enhance effective communication and intervention implementation. The educational approach increased reflective behaviors demonstrated by students and will be useful to educators interested in facilitating professional development in students.

Could gamification improve visitors’ engagement?

PurposeThe experiences are the basis of the tourist sector and the creation of unique and unforgettable ones allows the differentiation from the competition. The purpose of this paper is to analyze the effects of the experience when visiting a zoo on our emotions and how they influence our (positive and/or negative) behaviors and to investigate whether an innovation (gamification programs) could be used to intensify the relations proposed.Design/methodology/approachThe authors collected the experiences lived by 242 visitors in BIOPARC Valencia (a zoological park). Two subsamples were identified: 166 insatiable tourists who expressed that the gamification would complete their experience, and 76 conventional tourists who indicated that the current experience did not need any kind of improvement.FindingsThe results show that some of the proposed relationships are more tenuous among the insatiable visitors, defenders of gamification, which allows the authors to verify the possibilities offered by gamification.Originality/valueFirst, although the impact of experiential modules on emotions and behaviors has already been investigated, as far as behavioral effects are concerned, the difference between positive behaviors (loyalty) and negative behaviors (complaints and claims) has not been addressed. Second, the relationship between both types of behaviors (positive and negative) in this sector has not been studied to date. Finally, although the literature recognizes the impact of technology and its importance as an instrument of experiential marketing, its empirical exploration remains uninvestigated. Indeed, to date, the willingness of consumers to adopt gamified strategies to improve their tourism experiences has not been investigated.

한복관광체험이 지각된 가치와 만족에 미치는 영향: Schmitt의 전략적 체험 모듈(SEMs)을 중심으로

The purpose of this study is to investigate the relationship between the perceived value and satisfaction of tourists who have experienced the Hanbok tourism experience program by applying the strategic experiential modules (SEMs) (sense, feel, think, act & relate) of Schmitt (1999). The results showed that, first, sense and act of Hanbok tourism experience activities have a significantly positive effect on perceived value (economic value), and sense has the highest economic value. Second, feel of the Hanbok tourism experience activities showed a significantly positive effect on perceived value (emotional value). Third, think and relate did not affect perceived value (emotional value, economic value). Fourth, the perceived value of the Hanbok tourism experience showed a significantly positive effect on satisfaction. The experience of hanbok is confirmed to feel satisfaction through satisfaction of emotional and economic values.