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BUAS
Imagineering
Exam (elaborations)
Exam Material Imagineering Year 1
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Course
Imagineering
Institution
BUAS
This is a summary of all material provided for the leisure management exam in Imagineering. It includes lectures, workshops, knowledge clips and the whole reader (excerpts from "The Experience Economy" by Pine&Gilmore, "Imagineering" by Nijs&Peters, "Concepting" by Rijkenberg, "Experiential Marketi...
Exam Material
IMAGINEERING
IMAGINEERING
Characteristics
Appreciative: focus on strengths, look for possibilities)
Co-creative: common creation of values more understanding & acceptance
Transformative: sustainable & valuable change for consumer
Imaginative: deliberation of creativity as basis for new solution
Value-based: strong, sustainable relationships
Experience focus: process & product are experience long-lasting memories for
consumer
Imagineering Cycle
Analysis: damand & supply investigation
Brooding: evaluation & new interconnections of findings
Creation: definition of vision & concept
Design: detailed product
E
DEFINITION OF AN EXPERIENCE
Pine & Gilmore:
emotional, physical, spiritual or intellectual touch
involvement of consumer with lasting personal impression
Schmitt:
result of observing / participating
involve rationally & emotionally
Goossens:
participation & involvement in consumption
being moved emotionally, physically, spiritually, intellectually or socially
change in knowledge, skill, memory or emotion
conscious perception of coming together
effort aimed at internal need of participant
C15:
flow experience: challenge of intense involvement, deep concentration, clear goal,
feedback
enriched perception, sense of carefreeness, disruption of sense of time, pleasant
feeling, high personal relevance
, CHAPTER 1 – THE CONTEXT
The Experience Economy (Pine &
Gilmore)
A new source of value
New product level after commodity, good
& service
much higher price accepted by
consumers
First concept of Imagineering: selling
experience of cartoon world at Disney
ever-greater lifelike interactive
entertainment developed (e.g. virtual
reality)
Valuable distinctions
Commodities (agrarian stage)
fungible materials extracted from natural
world (animal, mineral, vegetable)
price = supply & demand
sold on anonymous market
Goods (industrial stage)
tangible products standardized
price=production cost & differentiation
sold on largely anonymous market
Services (service stage)
intangible activities
customized to individual
request
price = differentiation
sold to known clients
Internet (knowledge economy)
faster, more transparent
comparison of prices of
goods/services
disintermediation of
services (less distributors)
automation of services (e.g.
in software)
pice war turns goods /
services back into commodities
Experiences
memorable events that engage individuals in a personal way
price = intensity & persistence of experience
sold to targeted clients
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