Post on 04-Jul-2015
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Destination weddings have become a popular trend which has grown within the previous years (Johnson, 2006; Hawn, 2005) and “one of every 10 couples prefers them” (Costen, 2005, para. 4). Destination weddings also result in fewer guests being in attendance at the weddings (Reeves, 2002). The main reasons why invitees decide not to travel to the destination are due to not financially being able to afford the trip (Rayworth, 2009; Johnson, 2006) and the lack of time to travel to a destination for three days or more (Johnson, 2006). The increased attraction of this popular niche market make it necessary to explore what can be done to include guests who have been excluded from attending destination weddings. Many businesses have recognized the growing wedding niche market and have provided services to the industry (Costen, 2005). Live streaming destination weddings would increase values of services for many businesses within the industry. By incorporating social media outlets guests would have an enhanced live streaming experience and would ultimately create an opportunity to improve guest lists without providing further hardship on guests financially and make it more convenient for those who cannot spare the time to travel.
ABSTRACT
PROCESS OF DESIGN
Demographics:
•83.8% Female •16.2% Male •40.5% Income > $24,999 •19.5% 21 years old
DATA ANALYSIS
Provided as an additional wedding service in the Caribbean Islands Westin St. John Resort & Villas in the “luxury tourism market” (Navarro, 2010, p.11) St. John
EXPERIENCE CONCEPT
MARKETING APPROACH
REFERENCES Costen, S. (2005, January 27). Destination Weddings Offer A Fun, Romantic Alternative. Richmond Times Dispatch. pg. S-13. Navarro, T. (2010). ‘Offshore’ Banking within the Nation: Economic Development in the United States Virgin Islands. The Global South. 4(2). 9-11. Rayworth, M. (2007, June 7). Destination Weddings Ask More of Guests. The Berkshire Eagle. pg. 1.
Designed as a platform to stage unique experiences for those unable to travel
Created to expand the social interactions within special events all over the world
Increased accessibility by documenting and broadcasting personal messages, social media posts (like Facebook, Twitter, etc.), and the use of intermediary sites like PayPal
Main goal and objective of this service is to connect individuals for momentous occasions
Although there is not a great need or desire to have a substitution offered (like live streaming experiences), guests who cannot attend a destination wedding (if given the opportunity) would prefer to watch a live streamed wedding of their loved one. This service might not hold high importance, right now, but there is definitely room for growth and further development of live streaming destination weddings
By: Zalika Woods
11 Questions
Destination Experience
Perception of live
streaming experiences
Demographics
Conclusion
When asked to select the order of importance for each factor that
contributes to respondents’ overall experience, scenery was ranked as most
important by 12.8% of respondents.
Would you say that watching a live stream of
the ceremony was the same as being at the destination?
•73.7% No •15.8% Unsure •10.5% Yes
52% of respondents who answered No would prefer to
watch a live streamed wedding rather than a DVD recording.
Out of these respondents 69.6% said that being able to leave messages for the couple would add to their live stream experience.
Factors that influence respondents decisions to attend the destination
wedding.
Secure access for up to five users who can logon with the couple’s unique access code
Email notification to accessed users to view still images taken at reception
PDF view of vendors used in the planning and coordination of the ceremony
Accessibility to (in real-time) update posts on social media websites (Facebook and Twitter) with the automatic #hashtag unique to the wedding couple
Satisfaction of witnessing a loved one’s wedding
Standard Package
Unlimited secure access for users with the couple’s unique access code
Streaming access 30 minutes prior and post ceremony Panoramic view of location with interactive destination guides and vendor information
Secure access to make monetary deposits to the couple’s wedding gift fund
Real-time updates on social media sites with #hashtag unique to the wedding couple
Satisfaction of being a part of a loved one’s destination wedding Premium Package
Viral Marketing Word of mouth