© The University of Queensland 2024
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TOUR1002
Visitor Experience and Marketing
Tutorial Week 6: CJM & Experience Economy
Model
WEEK 6 – YAY!
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Today's
Agenda!
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• Customer Journey (CJM)
• The Experience Economy Model
• Getting started with your
Assessment 2 (Presentation
skills).
SO, Let's get started..............
• Understand the scenario provided.
• Working in small groups, map out your experience as if you were the customer,
from the very beginning (awareness) to the very end (reflection or loyalty).
• Don’t worry about doing it ‘right’, there’s no one way.
• Use sticky notes, draw diagrams, or create timelines, whatever works for your
group.
Activity
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Share your Customer Journey (CJ)
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Now it’s your turn!!
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Think about your experience (Assessment) where you can identify several
touch points of your customer journey.
Where were the moments of truth created?
What aspects of the customer journey impacted you the most.
Draw or design your customer journey to share with others.
Experience
Economy
Concepts
The Experience Realms- some of
these can overlap.
• Customer’s level of
participation
➢ Passive to active
• Customer’s connection with
the environment or
surroundings
➢ Absorption to
immersion
Axis
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The goal is to create WOW moments!
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Activity
Experience
Match-Up
Align the experiences with the four realms of the
Experience Economy Model
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Group work
• Think of a recent memorable
experience (e.g., attending a concert,
dining at a themed café, visiting a
museum, going to a sporting event,
trying VR gaming, attending a cooking
class).
• Write down some points on what
made it special.
• Share this with your group – on your
table.
• Everyone must share.
Activity -
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Group work
• Now pick one experience to focus on.
• Discuss:
• Which realm of the Experience
Economy (Entertainment, Educational,
Escapist, Esthetic) does it best fit
into?
• Do all group members agree? If not,
why?
• Is there overlap? If yes, which realm is
most dominant?
• Draw the model on the whiteboard &
justify.
Activity -
Assessment
Task 2
Experience redesign justification
presentation
Overview:
The goal is to present your analysis of the visitor experience using
the
• Customer Journey Map (CJM) and
• Experience Economy Framework (Pine & Gilmore, 1999),
justifying the need for the redesign and focusing on key
touchpoints before and after the proposed changes.
Please open A2 - Task description on BB and let’s unpack it.
Assessment Task 2
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Assessment Task 2
• Slides – Visual Aid
• Due date – 12th of September
2025, Friday @ 4 PM AEST
(Week 7)
• Submit electronically to
Turnitin on Blackboard.
• Presentation – Live (In
person)
• Due date – Starts Week 8 (in
tutorials)
• Duration – 4 + 1 minute
(individual).
• The presentation order will
be shared on the day.
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SUBMISSION
• You MUST use the template provided on Blackboard.
• You will need to type a minimum of 20 words for it to be accepted
into TURNITIN!
• Rename the file –
‘Full name_Student number_tut grp’
Example – ‘Manomay Chaskar_12345678_TUT07 Monday’
How to submit on Turnitin
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© The University of Queensland 2024
This content is protected and may not be shared, uploaded, or distributed.
See you next week!
If you have any questions, email
your tutor.

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