Explain what customer journey, customer experience and customer mapping mean in the context of the theme park you design.

Explain what customer journey, customer experience and customer mapping mean in the context of the theme park you design.
Maximum length for the assignment is 3,000 words, excluding list of references, figures, diagram and tables. The report presentation should be in clear professional report format. The assignment is: You have been appointed as the first marketing director for Future which will be a new Hong Kong based theme park. The theme park has yet to be built and as such you have much scope to define its nature. In this you can be highly creative. It is important that it provides customers with something different to either Ocean Park or HK Disney in terms of experience. The owners are also aware that existing theme parks employ concepts such as customer journey, customer experience and customer mapping in their marketing activities as a means to differentiate what they do and build customer loyalty. In designing your theme park it is critical that you consider these three areas. YOU may focus at a holistic level i.e. the whole park or look at one element of the larger park. Your brief is to produce a business report 1) Explain what customer journey, customer experience and customer mapping mean in the context of the theme park you design. 2) Outline with examples how they can be used. You need to identify industry best practice from a range of existing theme parks to guide you in developing your examples. Think about this in terms of touch points at pre-experience, consumption and post experience. 3) Consider and provide evidence as to how the strategies you identify can support the experience of the customer to develop positive WOM and underpin relationship management opportunities. You must acknowledge any factual sources of information and include references to ideas, assertion or concepts used in your discussion. Failure to adequately referencing resources is treated as plagiarism. Content Requirement, must demonstrate: Knowledge of the subject area in question. The ability to search out additional (relevant) material to that given in the lecture. The ability to marshal material into logical and coherent lines of reasoning in a critical and analytical fashion. The ability to inform the reader whilst answering the question. The ability to acknowledge the contribution of others with accurate and appropriate referencing (use Harvard Referencing System). The use of web based resources which summarise primary sources for example Wikipedia are seen as an inappropriate and will not be accepted as a valid source.

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