Page 100 - GLOBAL TOURISM CHALLENGES IN 21st CENTURY
P. 100

RWKHU WKLQJV  WRR  7KH\ KDYH WR KDYH VDOHVSHRSOH  DQG D GLVWULEXWLRQ V\VWHP  WR KDYH
                       HIILFLHQW  PDQXIDFWXULQJ   FRVW     HIIHFWLYH  SXUFKDVLQJ   DQG  JRRG  UHODWLRQV  ZLWK  WKH
                       PLGGOH SHRSOH ZKR JHW WKH SURGXFW LQWR FRQVXPHUV¶ KDQGV  ³$W WKH KHDUW RI PDUNHWLQJ
                       DW WKH KHDUW RI EXVLQHVV  DUH WKH SHRSOH ZKR DFWXDOO\ VHOO RXW WKH PRQH\ WR EX\ WKH
                       SURGXFW RU VHUYLFH  0DUNHWHUV KDYH FRQVWDQWO\ WR WKLQN DERXW WKHP DQG VWXG\ WKHP DQG
                       EXLOG  HYHU\WKLQJ  WKH\  GR  DURXQG  WKHP   (YHU\WKLQJ  WKDW  KDSSHQV  WR  FRQVXPHUV  DQG
                       HYHU\WKLQJ WKDW FRQVXPHUV GR VKRXOG DIIHFW PDUNHWLQJ GHFLVLRQV´
                          :KHQ , VD\ WKDW PDUNHWHUV KDYH WR VWXG\ DQG WKLQN DERXW FRQVXPHUV  , GRQ¶W PHDQ
                       LQ  WKH  ROG   IDVKLRQHG  ZD\  WKDW  PRVW  PDUNHWHUV  WKLQN  DERXW  FRQVXPHUV   6XUH   LW  LV
                       LPSRUWDQW WR ORRN DW EX\LQJ SDWWHUQV DQG KRZ FRQVXPHUV UHODWH WR SURGXFWV DQG WR WKH
                       RQHV WKDW WKH\ FRPSHWH ZLWK  0DUNHWHUV UHDOO\ KDYH WR FRQQHFW ZLWK WKHP  WR JHW WKHP
                       WR  VWRS  EX\LQJ  VRPHWKLQJ  HOVH  DQG  WR  VWDUW  EX\LQJ  WKH  SURGXFW   QHHG WR  ORRN D ORW
                       GHHSHU DQG D ORW PRUH EURDGO\  $Q\WKLQJ WKDW KDSSHQV LQ WKDW HQYLURQPHQW LV JRLQJ WR
                       FKDQJH ZKDW FRQVXPHUV GR DQG GRQ¶W GR  (FRQRPLF FRQGLWLRQV ZLOO FKDQJH SHRSOHV¶
                       PLQGVHW  &OLPDWH FKDQJHV  D KXUULFDQH  D PDMRU HYHQW  WKH GHDWK RI D SXEOLF ILJXUH  DQ
                       HOHFWLRQ  ZKDWHYHU LW LV  LW LV JRLQJ WR FKDQJH KRZ FRQVXPHUV WKLQN DQG ZLOO KDYH DQ
                       LQIOXHQFH RQ KRZ WKH\ WKLQN DERXW WKH SURGXFW  7KLV PHDQV WKDW PDUNHWHUV KDYH WR ORRN
                       DW SROLWLFV  HFRQRPLFV  KLVWRU\  VRFLDO WUHQGV  IDGV  IHDUV  DQG HQWHUWDLQPHQW  $QG WKH\
                       KDYH WR WKLQN DERXW LW UHDO KDUG  -XVW DV EX\LQJ EHKDYLRU GRHVQ¶W KDSSHQ LQ LVRODWLRQ
                       QHLWKHU GRHV FRQVXPHU EHKDYLRU
                          )URP WLPH WR WLPH  PDUNHWHUV QHHG WR FKDQJH WKH DGYHUWLVLQJ DQG SURPRWLRQV  DQG LW
                       ZLOO ZRUN IRU WKHP  7KH\ GRQ¶W QHHG WR UHSRVLWLRQ WKH SURGXFW RU UHDOO\ FKDQJH DQ\ RI
                       WKH  SURPLVHV   7KH\  MXVW  QHHG  WR  VWDUW  GRLQJ  GLIIHUHQW  WKLQJV   7KH\  QHHG  WR  EHJLQ  WR
                       VSHDN  PRUH  GLUHFWO\  WR  WKH  FXVWRPHUV  WKURXJK  WKLQJV  VXFK  DV  VSRQVRUVKLSV   DQG  D
                       EDUUDJH  RI  FRQVXPHU  SURPRWLRQV   7R  RXWVLGH  REVHUYHUV   LW  PD\  KDYH  DSSHDUHG  WKDW
                       PDUNHWHUV  MXVW  EHKDYLQJ  OLNH  ROG   VW\OH  PDUNHWHUV  DQG  FKDQJLQJ IRU  WKH  VDNH  RI  UH
                       H[SODLQLQJ WKH SURGXFWV  EXW WKH\ ZHUH GRLQJ LW EHFDXVH WKH SXEOLF KDG LQGLFDWHG WKDW
                       WKDW  LV  ZKDW  LW  ZDQWHG   7KLV  LV  D  NH\  GLIIHUHQFH  EHWZHHQ  ROG   VW\OH  PDUNHWLQJ  DQG
                       PDUNHWLQJ  WKDW  HPSKDVL]HV  WKH  SRLQW   0DUNHWLQJ  LV  QRW  D  P\VWHULRXV  DUW  EDVHG  RQ
                       LQWXLWLRQ DQG ZKLP  ,W LV D VFLHQFH EDVHG RQ UHVHDUFK DQG LQIRUPDWLRQ  7KH FKDQJHV
                       PDUNHWHUV QHHG WR PDNH VKRXOG EH VXEWOH  EXW WKH LPSRUWDQW WKLQJ LV WKH QHHG WR ORRN
                       WR OLVWHQ  DQG OHDUQ DQG WKDQ ILQDOO\ DFW  7KDW LV KRZ LW ZLOO ZRUN
                           7KHUH KDV EHHQ D VHLVPLF FKDQJH LQ FRQVXPHU PDUNHWV LQ WKH SDVW WZR GHFDGHV WKDW
                       PDUNHWHUV WKLQN PDQ\ SHRSOH KDYH PLVVHG  7KLV LV WKH ULVH RI ZKDW LV FDOOHG  &RQVXPHU
                       'HPRFUDF\  :KDW , PHDQ E\ WKLV LV WKDW VXGGHQO\  WKDQNV WR YDULHW\ RI IDFWRUV  PRVW
                       QRWDEO\  WHFKQRORJ\  DQG  WKH  GHYHORSPHQW  RI  JOREDO  PDUNHWV   FRQVXPHUV  KDYH  PRUH
                       FKRLFHV WKDQ HYHU EHIRUH
                          $W  WKH  VDPH  WLPH   JUHDW  FKDQJH  KDV  DOVR  RFFXUUHG  LQ  PRUH  GHPRFUDWLF  DQG
                       LQGXVWULDOL]HG  HFRQRPLHV   ,Q  SDUW   WKLV  LV  WKH  UHVXOW  RI  WHFKQRORJ\  DQG  ZKDW  WKH
                       HFRQRPLVWV FDOO FRPPRGLWL]DWLRQ  $V RQH FRPSDQ\ FRPHV XS ZLWK D XQLTXH SURGXFW
                       DOO RI LWV FRPSHWLWRUV KDYH WKH DELOLW\ WR YHU\ TXLFNO\ LPLWDWH LW  6R FRQVXPHUV HQG XS
                       ZLWK D KXJH DUUD\ RI EDVLFDOO\ LGHQWLFDO SURGXFWV  RU LQWHUFKDQJHDEOH FRPPRGLWLHV
                          ³0DUNHWHUV WKLQN WKDW ZKHQ SHRSOH GRQ¶W KDYH HQRXJK LQIRUPDWLRQ IRU SURGXFWV
                       WKH\ GRQ¶W NQRZ ZKLFK RQH WR FKRRVH  &RQVXPHUV XQGHUVWDQG WKDW WKH\ KDYH D FKRLFH
                       7KH\ XQGHUVWDQG WKDW WKHUH DUH PDQ\  WKLQJV RXW WKHUH WKDW WKH\ FDQ FKRRVH IURP LQ
                       HDFK FDWHJRU\  EXW WKH\ KDYH QR LGHD KRZ WR GHFLGH  +RZ GR FXVWRPHUV EX\ JDV LQ
                       WRGD\¶V HQYLURQPHQW" 'R WKH\ UHDOO\ XQGHUVWDQG RFWDQH DQG KRZ PXFK GHWHUJHQW WKH
                       JDVROLQH  KDV  WR  KDYH  LQ  RUGHU  WR  FOHDQ  WKH  HQJLQH" +RZ  GR  WKH  FXVWRPHUV  EX\  FDU
                       EDVHG RQ VL]H  VPDOO  PHGLXP  ODUJH " $OPRVW DOO FDUV QRZ RIIHU IURQW  ZKHHO GULYH



                                                            ϵ  ϯ
   95   96   97   98   99   100   101   102   103   104   105