STHM 1113 Lecture Notes - Lecture 32: Epcot
7 May 2018
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• Experience Dimensions: 4 Realms
o Escapist
▪ Highly active and immersive experience
▪ Consumer is an active participant
▪ Not just outdoorsy stuff, but gambling, internet, simulator, etc.
▪ Generally includes some sort of travel, whether physical, or mental
o Esthetic
▪ Highly immersive, but little to no participation
▪ About just being
▪ Essential for employees to connect consumer
▪ Includes nature, but also theme parks
• Creating Richness
o Many experiences will only utilize one dimension, but the best experiences
combine and cross dimensions constantly
▪ Edutainment
▪ Escatainment
o The best experiences find the sweet spot, and exist in the middle of the axis
▪ When this is achieved, an experience moves from a plain space to a
distinctive space
▪ A distinctive space provides an unique sense of place that entices
consumers to want to spend more time in your experience
▪ It is this sweet spot that makes people return customers to your
experience
• Merging the 4 Realms
o Edutainment (holding attention)
o Eduscapist (changing context)
o Edusthetic (fostering appreciation)
o Escathetic (altering state)
o Entersthetic (having presence)
o Escatainment (creating catharsis)
▪ Franklin Institute
▪ Legoland
▪ Epcot Center @ Disney World
▪ Academy of Natural Sciences
▪ Desert spas
▪ Morris Aboretum
• Theme/Domain Types from Marketing Aesthetics
o History
o Religion
o Fashion
o Politics
o Psychology
o Philosophy
o The Physical World
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