Experience design: Competencies for innovation

Abstract

The development of innovative and exciting experiences is central to the competitiveness of a tourist destination. There is a small emerging literature on the design of such experiences, but few if any case studies and discussion of successful examples of innovative experience design. This chapter discusses results of a project that involved working with five small businesses on the Gold Coast, Australia, to adapt their experiential offering to the developing China market. The project involved a series of qualitative and quantitative data collection stages, along with phases of interaction with the managers. This chapter provides case studies of the process and outcomes of this experience design project and reflections on the competencies required for its success.