Page 99 - GLOBAL TOURISM CHALLENGES IN 21st CENTURY
P. 99
&20081,&$7,21 675$7(*,(6
*RUGDQD 3HWUXVHYVND
$EVWUDFW
7R EH VXFFHVVIXO FRPSDQLHV KDYH WR EH IRFXVHG RQ FRQVXPHUV EXW LW LV QRW HQRXJK WR EH REVHVVHG ZLWK
FRQVXPHUV LQ D YDFXXP 3HRSOH GRQ¶W OLYH LQ LVRODWLRQ (YHU\WKLQJ WKH\ VHH IHHO GR DQG WKLQN DIIHFWV KRZ
WKH\ EX\ 0RVW FRPSDQLHV GRQ¶W SD\ HQRXJK DWWHQWLRQ WR ZKDW LV JRLQJ RQ LQ WKH ZRUOG DQG KRZ LW LV
DIIHFWLQJ FRQVXPHUV 0RVW PDUNHWHUV ZRXOG VD\ VXUH , NQRZ ZKDW LV JRLQJ RQ LQ WKH ZRUOG ,¶P ZHOO
FRQQHFWHG , ZDWFK 79 HYHU\ GD\ DQG , UHDG WKH QHZVSDSHU HYHU\ GD\ :HOO WKDW PD\ EH VR EXW PRVW RI
WKHP GRQ¶W VSHQG ILYH PLQXWHV SHU ZHHN WKLQNLQJ DERXW KRZ WKH PHUJHU RI VRPH FRPSDQ\ RU WKH FKDQJH LQ
RQH RI WKH SDUW\ OHDGHUVKLS LV JRLQJ WR DIIHFW WKHLU FXVWRPHUV¶ EHKDYLRUV
&RQVXPHUV OLYH LQ DQ RFHDQ RI LQIRUPDWLRQ ZKHUH WKH PRYHPHQW RI HDFK PROHFXOH DIIHFWV DOO WKH RWKHUV
DQG D JRRG PDUNHWHU VKRXOG EH OLNH D ZKDOH VZLPPLQJ WKRXJK WKH RFHDQ ILOWHULQJ IRU IRRG LQ WKH ZDWHU
DURXQG LW
,Q WKLV ZRUN LW LV H[SODLQHG WKDW SHRSOH GR WKLQJV IRU UHDVRQV ,W LV PDUNHWHUV MRE WR ILJXUH RXW ZKDW WKRVH
UHDVRQV DUH DQG KRZ WR DSSO\ WKHP LQ WKH EXVLQHVVHV $OO RI WKHLU DFWLRQV ULVH RXW RI DQG UHIOHFW WKHLU
HPRWLRQV RSLQLRQV DQG FLUFXPVWDQFHV :DWFKLQJ 79 LV WR ILQG RXW ZKDW RWKHU JRRG PDUNHWLQJ DQG EXVLQHVV
SHRSOH DUH GRLQJ
)LQDOO\ WKLV SDSHU FRQFOXGHV WKDW WKHUH LV D ORW PRUH FRPSHWLWLRQ VR PDUNHWHUV KDYH WR ZRUN KDUGHU WR
PDNH VXUH WKDW FRQVXPHUV FKRRVH WKHLU SURGXFWV 7KH RSSRUWXQLW\ LV LQ WKH IDFW WKDW ZKHQ FRQVXPHUV KDYH
FKRLFHV WKH\ KDYH WR PDNH GHFLVLRQV $QG LQ RUGHU WR PDNH WKRVH GHFLVLRQV WKH\ QHHG LQIRUPDWLRQ
.H\ZRUGV 0DUNHWLQJ 6WUDWHJ\ &RQVXPHUV %HKDYLRU FRPPXQLFDWLRQ
,QWURGXFWLRQ
7KH QRWLRQ DQG WKH QHHG WR VWXG\ FRQVXPHU EHKDYLRU LV QRW UHYROXWLRQDU\ 0DUNHWHUV
KDYH DOZD\V ZDWFKHG FRQVXPHUV DQG DVNHG TXHVWLRQV EXW ZKDW PRVW PDUNHWHUV GRQ¶W
GR LV ZDWFK FRQVXPHUV FORVHO\ HQRXJK DQG WKHQ WKLQN DERXW WKH LPSOLFDWLRQV RI ZKDW
WKH\ KDYH REVHUYHG &RQVXPHUV DUH QRW MXVW OLQN LQ D YDOXH FKDLQ WKDW DOVR LQFOXGHV
PDQXIDFWXULQJ GLVWULEXWLRQ SODQQLQJ SXUFKDVLQJ DQG VDOHV 7KH\ DUH QRW MXVW RQH
WKLQJ WKDW PDUNHWHUV WKLQN DERXW 7KH\ DUH QRW HYHQ WKH ILUVW DPRQJ HTXDOV RQ WKH OLVW
WKDW PDUNHWHUV KDYH WR WKLQN DERXW 7KH\ DUH TXLWH SRVVLEO\ WKH RQO\ WKLQJ ZRUWK
WKLQNLQJ DERXW (YHU\WKLQJ HOVH LQFOXGLQJ WKH LPSRUWDQW VWUDWHJLHV FRPH VHFRQG WR
FRQVXPHUV
6WUXFWXUH RI WKH PDUNHW
,I WKH FRPSDQ\ LV LQ EXVLQHVV DQG RZQ JRDO LV WR PD[LPL]H SURILWV DV LW VKRXOG EH WKH
RQO\ ZD\ FDQ VXFFHHG LV E\ IRFXVLQJ RQ XQGHUVWDQGLQJ DQG SOHDVLQJ FRQVXPHUV ,I WKH
FRPSDQ\ GRHVQ¶W GR WKDW ZLOO QHYHU EH DEOH WR VXFFHHG 0DUNHWHUV KDYH WR WKLQN DERXW
ϲ
*RUGDQD 3HWUXVHYVND 0DUNHWLQJ 0DQDJHU (/ 7( ,Q]HQHULQJ /WG ( PDLO
SHWUXVHYVND#HOWH LQ]HQHULQJ FRP PN
ϵ Ϯ

