The orchestra model as the basis for teaching tourism experience design

The topic of modifying settings and service delivery to enhance consumers’ experiences is a potentially distinctive component of tourism hospitality and events education. Nevertheless, educators in these interest areas are faced with a challenging task. The challenge is one of delivering a signature set of learning opportunities which empower graduates with the skills to create superior experiences. Like other key issues in pedagogy, having a conceptual basis for the endeavour is fundamental. This study reviews the conceptual origins of our understanding of tourist experience, considers key directions in the field, and asserts the value of the orchestra model of experience. Key principles of approaching service design tasks are outlined: being emic, considering realistic and sustainable options, using consumer segments and tracking the use of space over time. A range of tools to assist in the contemplation, creation and communication of design are highlighted. Potential Australian cases for teaching and learning consideration are documented and the wider implications for the integration of teaching, research and managerial partnerships are seen as valuable aspects of the activities