Talking Tourism Episode 90 - Applying Academia to Tourism with Federal Group and UTAS

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Recorded17 Oct 2021

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Federal Group and the University of Tasmania have embarked on a groundbreaking research project that looks set to make precedent for further cooperative partnerships between the university and the Tasmanian tourism industry at large. In this episode, Tom Wootton lines up Dr Daniel Hanna (Executive GM Corporate Affairs, Federal Group), Dr Kim Lehman (Adjunct Senior Researcher, UTAS) and Monika Belhaj (PhD candidate, UTAS) to discuss Monika's years-long study into the unique offerings of storytelling hotel, MACq 01 . A long-term research project like this one isn't necessarily for every tourism operator, but its findings will be relevant to most. Unlike many PhDs, Monika's research has focused on an industry-defined question: How does experiential marketing influence customer perceptions of a hospitality-based product? Using MACq 01 as her guinea pig, Monika has discovered an approach that all tourism operators can use to tell their story and connect customers to place. They're tools that are arguably distinctive to Tassie, so listen in to understand how you can apply them to your product or experience.

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