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

