The Experience Economy

Many firms are including new services in their offer, in order to enhance their customers’ experience. This trend is not only evident within the theme park industry, but also in other sectors as commercial centers, bars, hotels and also manufacturing.
This interest for beeing part of what Pine and Gilmore have called “Experience Economy” is explained by the interest that many firms have in offering additional value to customers by becoming unique, claearly different than their competitors.
Some trends can be observed in the strategies of many firms that want to become destinations. Launching new dynamic activities, and extended and broader experiences are the necessary steps to become a destination: a place that justifies more than one day journey, and makes visitors to will to repeat their visit. These actions are possible through the development of new services, but only if they are of high quality. However, how easy is to innovate through new services?