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The objective of this assignment is for students to apply their knowledge of experience creation and
product development in tourism, via the design of a new tourism product-experience in Canada. Students are
tasked with explaining their product-experience, with depth and detail, in a printed proposal. Students are
encouraged to be creative with their proposals, however it is also expected that your work will be informed by
the tool-kits, articles and exercises from our course.
All proposed product-experiences must be designed for a specific consumer segment, chosen from
the defined Destination Canada (formerly CTC) explorer types. The crux of this assignment is to create an
experience that will meet the needs of the targeted consumer, and to clearly explain how you have done so.
It is recognized that the proposed product-experiences will likely have vastly different features,
therefore the evaluation for this assignment will be based around 2 main components: the Product Experience
Concept, and the fit with the Target Market. Grading for this assignment will be split among the 2
components, and will be based on the totality of the work in each area, rather than the sum of the required
pieces. In other words, each assignment must contain all the required pieces, however because they will all
be so different, I will grade the assignments on the totality of your work in each section, instead of trying to
formally assign points to each piece. Keep in mind that this assignment sheet is not a prescription, and it is
the students job to propose the experience in a way which optimizes the readers understanding
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