If you facilitate workshops and plan conferences or meetings, you are designing experiences. This is a given if you’re already working in this field. Another industry that creates and sells experiences is the tourism industry. If you are in the process of designing event experiences, you’ll want to craft a cohesive dramaturgy — just as you would design a trip or journey when traveling.
The tourism and the event industry have a lot in common:
- The experiences they design only unfold if the participants get active and co-create the experience instead of only being passive consumers.
- Both industries are witnessing a shift in demand from passive mass-marketing communications to meaningful experiences.
- Digital transformation poses challenges (powerful competitors in the form of online platforms) and offers opportunities (social media marketing channels, more direct interaction with customers, as well as a growing need for face-to-face interaction) that apply to both industries.
- Both fields profit immensely when applying Service Design to understand participant needs to craft experiences.
So, whether you’re designing experiences for conference participants, travelers or workshop attendees — I’d like to recommend the Service Design and Tourism book. It provides a solid introduction to service design as well as concrete cases to support you in creating meaningful experiences for and with guests or participants.
You can download the entire book as a .pdf clicking on the cover: