Globally, coastal areas can be seen as the most popular tourist-recreational destinations. Consequently, these destinations generate major visitor flows. Furthermore, they are interpreted differently by every visitor, for example depending on lifestyles and age. These two problems, or maybe chances, are the central focus in this article. More specifically, this conceptual paper examines what the typical coastal experience consists of and in which ways the producers of the tourist-recreational coastal product can anticipate this. After explaining the principles of visitor management, as defined by Ennen, a theoretical framework is presented that tries to capture the total coastal experience. Then, two existing coastal areas are projected onto this framework. Finally, some conclusions are drawn.
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Het aantal banen neemt toe. Jaarlijks ontstaan er volgens CBS (2019) ongeveer 900 duizend vacatures. Deze keer is de verandering op de arbeidsmarkt niet het resultaat van één enkele factor, maar eerder een combinatie van vijf factoren: snelle technologische vooruitgang, diepgaande veranderingen in gezondheid en demografie, een groeiende economie, toenemende globalisering en belangrijke maatschappelijke veranderingen - die samen een groot deel van wat we als vanzelfsprekend beschouwen, fundamenteel transformeren (Gratton, 2011). Digitalisering en automatisering spelen een grote rol bij deze veranderingen. Er zijn optimistische voorspellingen dat nieuwe technologieën de arbeidsmarkt ten goede komen. Technologie verlaagt bijvoorbeeld de werkdruk. We zouden door technologie zelfs naar een kortere werkweek kunnen en nieuwe banen erbij krijgen, zodat niemand ongewild zonder werk komt te zitten (Ford, 2015; Giang, 2015; Mahdawi, 2017; MGI, 2017). Echter, de angst dat automatisering banen over gaat nemen en er een tekort aan werk gaat ontstaan, is ook een veelgehoorde zorg (Alexis, 2017; Ford, 2015; Giang, 2015; MGI, 2017; WRR. 2013).
Recent developments in digital technology and consumer culture have created new opportunities for retail and brand event concepts which create value by offering more than solely marketing or transactions, but rather a place where passion is shared. This chapter will define the concept of ‘fashion space’ and consumer experience, and delves into strategies for creating experiences that both align with a brand’s ethos and identity and build brand communities. It will provide insight on creating strong shared brand experiences that integrate physical and digital spaces, AR and VR. These insights can be used for consumer spaces but also for media and buyer events, runway shows, test labs and showrooms. Since its launch in 2007, international fashion brand COS has focused on creating fashion spaces that build and reinforce a COS fashion community. COS retail stores with their extraordinary architecture, both traditional and contemporary, contribute stories and facilitate intense brand experiences. Moreover, COS’ dedication to share the artistic inspirations of its people led to collaborating on interactive and multi-sensory installations which allow consumers to affectively connect to the brand’s personality and values. Thus, the brand was able to establish itself firmly in the lifestyle of its customers, facilitating and developing their aesthetics and values. This is an Accepted Manuscript of a book chapter published by Routledge/CRC Press in "Communicating Fashion Brands. Theoretical and Practical Perspectives" on 03-03-2020, available online: https://www.routledge.com/Communicating-Fashion-Brands-Theoretical-and-Practical-Perspectives/Huggard-Cope/p/book/9781138613560. LinkedIn: https://nl.linkedin.com/in/overdiek12345
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