Page 101 - GLOBAL TOURISM CHALLENGES IN 21st CENTURY
P. 101
DXWRPDWLF EUDNLQJ V\VWHPV FUXLVH FRQWURO WLQWHG ZLQGRZV SRZHU ZLQGRZV DQG ORFNV
DQG RQ DQG RQ 6R ZKLFK RQH WR EX\" 6RPHERG\ KDV WR WHOO WKHP DQG WKDW VRPHERG\
DUH WKH PDUNHWHUV ,I WKH\ GRQ¶W WHOO FRQVXPHUV KRZ WR FKRRVH WKH\ DUH HLWKHU QRW JRLQJ
WR FKRRVH RU WKH\ DUH JRLQJ WR FKRRVH EDVHG RQ WKH RQH WKLQJ WKH\ GR XQGHUVWDQG
SULFH 2I FRXUVH LI WKH SULFH LV SUHGRPLQDQW HOHPHQW LQ WKH FKRLFHV WKDW WKH FXVWRPHUV
PDNH WKH SURILWDELOLW\ DQG WKH KHDOWK RI WKH EXVLQHVV ZLOO JR LQWR WKH WDQN SUHWW\
TXLFNO\´
0DUNHWHUV QHHG WR JLYH WR FXVWRPHUV EDVLV IRU GHFLGLQJ WR EX\ WKH SURGXFW ,Q D
IUHH PDUNHW VRFLHW\ FRQVXPHUV VLW DURXQG ORRNLQJ DW RQH DQRWKHU ZLWK JODVV\ H\HV
OLVWHQLQJ WR WKH WKLQJV PDUNHWHUV VD\ DV PDQXIDFWXUHV RU SXUYH\RUV RI VHUYLFHV DQG
JRRGV DQG WKH\ DVN WKHP ZK\ VKRXOG , EX\ WKDW SURGXFW"´ 7KH FKDOOHQJH DQG
RSSRUWXQLW\ IRU PDUNHWHUV LV WR WHOO WKHP
7KH FDU FRPSDQLHV DFWXDOO\ GR WKLV YHU\ ZHOO 3ULFH DQG VW\OLQJ GRQ¶W UHDOO\ QDUURZ
WKH ILHOG YHU\ PXFK VR WKH\ WHOO DERXW DOO VRUWV RI RWKHU WKLQJV 7KH\ WHDFK DERXW UDFN ±
DQG ± RSLQLRQ VWHHULQJ WZHQW\ ILYH LQFK ZKHHOV $%6 EUDNHV DQG DOO NLQGV RI RWKHU
WKLQJV $JDLQ PRVW RI WKHVH WKLQJV GRQ¶W PDWWHU PXFK WR FRQVXPHUV OLNH WKH ZLGWK RI
WKH ZKHHOV WKH PLOHDJH SHU JDOORQ DQG WKH VSHHG DW ZKLFK WKH\ FDQ JR IURP ]HUR WR
VL[W\ HVSHFLDOO\ WRGD\ ZKHQ PRVW RI WKH WLPH WKH\ VSHQG LQ WKHLU FDU LQ WKH WUDIILF
ZKHUH VSHHG LV OLPLWHG XS WR WZHQW\ ILYH PLOHV SHU KRXU 1HYHUWKHOHVV FDU FRPSDQLHV
DUH WU\LQJ WR JLYH FRQFUHWH UHDVRQV WR EX\ WKHLU FDUV 7KH FRPSDQ\ WKDW JLYHV WKH
FRQVXPHUV WKH PRVW DSSHDOLQJ UHDVRQV LV WKH RQH WKDW ZLOO JHW WKH VDOHV
,Q WKH ROG GD\V PDUNHWHUV GLGQ¶W QHHG WR H[SODLQ WKLV PXFK EHFDXVH WKHUH ZHUH QRW
WKDW PDQ\ FKRLFHV 7RGD\ DQG LQ WKH IXWXUH WKH\ QHHG WR WHOO FRQVXPHUV ZK\ WKH\
VKRXOG EX\ VWXII HYHU\ GD\ 7KLV PHDQV WKDW PDUNHWHUV QHHG WR VHOO WR WKHP LQ RZQ
SDFNDJLQJ RZQ VKHOI WDONHUV RZQ SRLQW RI VDOH RZQ DGYHUWLVLQJ 7KH\ QHHG WR WHOO
FXVWRPHUV PRUH DQG PRUH ZK\ WKH SURGXFW LV GLIIHUHQW (YHQ LI WKH SURGXFW LVQ¶W WKDW
GLIIHUHQW EHWWHU RU VSHFLDO LW¶V WKH MRE RI WKH PDUNHWHUV WR PDNH SHRSOH WKLQN WKDW LW¶V
GLIIHUHQW EHWWHU DQG VSHFLDO
&RQVXPHU FRPPXQLVP LV SUHWW\ VFDU\ VWXII DQG YHU\ EDG QHZV IRU PDUNHWHUV
EHFDXVH LW PHDQV FRQVXPHUV DUH OLVWHQLQJ WR VRPHERG\ HOVH DQG QRW WR WKHP
6RPHWLPHV FRQVXPHU GR HYHQ PRUH GDQJHURXV WKLQJV ZKLFK LV WKDW DUH FRPLQJ XS
ZLWK RZQ FULWHULD %HFDXVH WKH FRPSDQLHV GLGQ¶W JLYH WKHP DQ\ ZD\ WR FKRRVH
FRQVXPHUV FDQ GHYHORS RZQ OLVW RI GHVLUDEOH DWWULEXWHV ZLWKRXW WKHLU LQSXW 7KLV LV WKH
UHVXOW ZKHQ FRPSDQLHV DUH WKLQNLQJ DERXW WKHPVHOYHV DQG WKHLU SURGXFW DQG QRW
WKLQNLQJ DERXW FXVWRPHUV
³$V SURGXFWV EHFRPH PRUH JOREDO PDUNHWHUV ZLOO LQFUHDVLQJO\ KDYH WR WDNH LQWR
DFFRXQW FXOWXUHV DQG YDOXHV WKDW PD\ EH GLIIHUHQW IURP WKHLU RZQ 0DUNHWHUV MRE LV WR
UHFRJQL]H WKH KDELWV RI SHRSOH LQ GLIIHUHQW UHJLRQV LQ WKH ZRUOG DQG LW LV QHHGHG WR
FKDQJH WKH DGYHUWLVLQJ WKH ZD\ WKH\ UXQ SURPRWLRQV DQG DFWLYLWLHV WKDW ZRXOG DOORZ
WKHP WR VHOO PRUH SURGXFWV´
7KH IXQGDPHQWDO WKLQJ WKDW PDUNHWHUV VKRXOG UHPHPEHU LV WKDW ZKHQ WKH
HQYLURQPHQW FKDQJHV FRQVXPHUV FKDQJH 0DUNHWHUV DOO RYHU WKH ZRUOG GRQ¶W IDFWRU
SROLWLFDO PRYHPHQWV RU VRFLDO FKDQJHV LQWR WKHLU SODQV ,W LV QRW WKDW FRQVXPHUV
QHFHVVDULO\ KDYH IDLWK LQ WKH HFRQRP\ RU WKH JRYHUQPHQW EXW WKH ZRUOG LV PDGH XS RI
PROHFXOHV DQG ZKHQ WKHUH LV D VLJQLILFDQW FKDQJH LQ WKH DUUDQJHPHQW RI WKRVH
PROHFXOHV DOO RI WKHP JHW MROWHG
/HWV WKLQN DERXW D JODVV RI ZDWHU WKDW LV DOUHDG\ WKUHH TXDUWHUV IXOO DQG ZH ILOO LW
XS WR WKH WRS 7KH TXDUWHU WKDW LV MXVW SXW LQ GRHVQ¶W VLW RQ WKH WRS DFWXDOO\ EOHQGV DQG
PL[HV ZLWK WKH UHVW RI WKH PROHFXOHV RI WKH JODVV 7KH VDPH WKLQJ KDSSHQV WR DQ
ϵ ϰ

