Page 102 - GLOBAL TOURISM CHALLENGES IN 21st CENTURY
P. 102
HQYLURQPHQW DV D ZKROH DV ZHOO DV WR D VSHFLILF PDUNHWSODFH $Q\WLPH VRPHWKLQJ QHZ
JHWV WKURZQ LQ LW FKDQJHV KRZ HDFK RQH RI WKH PROHFXOHV VLWV KRZ RQH UHODWHV WR
DQRWKHU ,W LV FULWLFDOO\ LPSRUWDQW WR UHPHPEHU WKLV WR VWD\ DKHDG RI WKH FXUYH
, DP EHOLHYHU WKDW WKH HYHQWV RI WKH ODVW ILYH \HDUV UHODWLQJ WR WKH 0DFHGRQLDQ
DSSURDFK WRZDUG (XURSHDQ 8QLRQ DQG 1$72 KDYH D GHHS HIIHFW RQ KRZ 0DFHGRQLDQV
IHHO DERXW HYHU\WKLQJ , EHOLHYH WKDW LW KDV DIIHFWHG WKH FRQVXPHUV¶ SV\FKH ZLWK UHJDUG
WR WKHLU SXUFKDVHV DQG ZLWK UHJDUG WR KRZ WKH\ YLHZ WKHLU IXWXUH DQG KRZ WKH\ UHODWH
WR VHOI LQGXOJHQFH VDYLQJV JRLQJ WR VHH VRPHRQH WKH\ KDYHQ¶W VHHQ LQ D ORQJ WLPH RU
KDYLQJ D IDPLO\ UHXQLRQ 0\ RZQ SHUVRQDO EHOLHI LV WKDW WKH SROLWLFDO XSKHDYDOV DQG
XQFHUWDLQW\ LQ 0DFHGRQLD KDYH PDGH SHRSOH PRUH FDXWLRQV DQG HFRQRPLFDOO\
FRQVHUYDWLYH DQG PRUH DZDUH RI WKH WKLQJV WKH\ KDYH LQ WKHLU OLYHV WKDW WKH\ YDOXH ,
WKLQN WKDW WKLV LV KDYLQJ DQ HIIHFW RQ HYHU\WKLQJ IURP WKHLU ZLOOLQJQHVV WR EX\ D QHZ
KRXVH RU D FDU WR DQ LQFUHDVHG GHVLUH WR VWD\ KRPH YLVLW IULHQGV DQG KROG IDPLO\
UHXQLRQV , XQGHUVWDQG WKH SUHPLVH WKDW SROLWLFV DUH DIIHFWLQJ EHKDYLRU EXW KRZ FDQ
PDUNHWHU SUHGLFW ZKDW WKDW HIIHFW LV JRLQJ WR EH" &RXOGQ¶W WKH\ MXVW DV HDVLO\ FRQFOXGH
WKDW WKH HFRQRP\ LV JRRG QRZ SHRSOH DUH XQKDSS\ ZLWK WKH LQVDQLW\ DURXQG WKHP VR
WKH\ DUH JRLQJ WR GLYHUW WKHPVHOYHV E\ EX\LQJ WKLQJV DQG UXQQLQJ DZD\ RQ YDFDWLRQ"
7KDW LV D JRRG TXHVWLRQ" 0DUNHWHUV FDQ¶W QHFHVVDULO\ SUHGLFW KRZ SHRSOH DUH JRLQJ WR
UHDFW WR D SDUWLFXODU FKDQJH 7KH\ KDYH WR ZDWFK DQG WHVW DQG PHDVXUH WR VHH KRZ WKH\
UHVSRQG %XW WKH LPSRUWDQW WKLQJ LV WKDW WKH\ QHHG WR EH DZDUH WKDW D FKDQJH VRPH
FKDQJH LV JRLQJ WR KDSSHQ DQG EH SUHSDUHG WR FRPH XS ZLWK RZQ UHVSRQVH
³$QRWKHU LPSRUWDQW ZD\ RI IRFXVLQJ RQ FRQVXPHUV LV WKDW PDUNHWHUV GRQ¶W SD\
HQRXJK DWWHQWLRQ RQ EXLOGLQJ UHODWLRQVKLSV ZLWK FXVWRPHUV , DEVROXWHO\ GRQ¶W EHOLHYH
LQ WKH SUHPLVH ³ *HW WKHP \RXQJ DQG WKH\ ZLOO EH RXUV IRUHYHU´ %XW WKDW GRHVQ¶W
PHDQ WKDW PDUNHWHUV VKRXOG YLHZ HYHU\ VDOH DV D RQH WLPH HYHQW ,Q IDFW WKH HDVLHVW
SHRSOH LQ WKH ZRUOG WR PDUNHW WR DQG WKH EHVW FXVWRPHUV ZKR EX\ WKH PRVW VWXII DW WKH
KLJKHVW SULFHV DUH WKH SHRSOH ZKR KDYH DOUHDG\ XVHG RXU SURGXFWV RU VHUYLFH DQG DUH
SOHDVHG ZLWK LW
³5HSHDW VDOHV DUH YHU\ HIIHFWLYH DQG YHU\ IHZ FRPSDQLHV DFWXDOO\ ZRUN RQ JHWWLQJ
WKHP )UHTXHQW ± IO\HU DQG IUHTXHQW ± EX\HU SURJUDPV DUH RQH ZD\ WR JR DIWHU UHSHDW
VDOHV EXW WKH\ FDQ EH YHU\ H[SHQVLYH DQG WKH\ RQO\ ZRUN LQ EXVLQHVV ZKHUH WKH
FXVWRPHUV KDYH D IDLUO\ VWHDG\ FRQWLQXLQJ QHHG IRU WKH SURGXFW 7KHUH DUH D ORW RI
RWKHU VLPSOHU WKLQJV WKDW FRPSDQLHV FRXOG GR WR PDNH FXVWRPHUV UHSHDW WKHLU
SXUFKDVH ZLWKRXW VSHQGLQJ D ORW´
(\HJODVV VWRUHV DUH JUHDW H[DPSOH RI SODFHV WKH VDOHVSHRSOH DUH VR IRFXVHG RQ
VHOOLQJ H[SHQVLYH RSWLRQV WRGD\ WKDW WKH\ PLVV WKH FKDQFH WR JHW FXVWRPHUV WR FRPH
EDFN 3HRSOH DUH DOZD\V EUHDNLQJ ORVLQJ RU GHFLGLQJ QRW WR OLNH RZQ JODVVHV VR WKH\
DUH D JRRG FRQVXPHUV IRU H\HJODVVHV VWRUHV 2U DW OHDVW WKH\ FRXOG EH %XW HYHU\ WLPH
WKH\ JR LQWR RQH WKH\ JHW WKH KDUG VHOO DERXW SLFNLQJ PRUH H[SHQVLYH IUDPHV DQG SKRWR
VHQVLWLYH OLJKWZHLJKW OHQVHV DQG JHWWLQJ FRDWLQJV DQG XOWUDYLROHW SURWHFWLRQ DQG DOO
NLQGV RI RWKHU VWXII :KHQ WKH\ ZDON RXW WKH FOHUNV DUH GRLQJ KLJK ILYHV EHFDXVH WKH\
KDYH VROG WKHP DOO RI WKLV ELJ WLFNHW VWXII EXW WKH\ DUH IHHOLQJ OLNH WKH\ KDYH EHHQ KDG
:KDW VDOHVSHRSOH GRQ¶W VHHP WR WKLQN DERXW LV WKDW FXVWRPHUV DUH JRLQJ WR EX\ DQRWKHU
SDLU RI JODVVHV LQ MXVW D IHZ PRQWKV DQG PRUH SDLUV DIWHU WKDW $QG ZKHQ WKH\ GR DUH
WKH\ JRLQJ WR JR EDFN WKHUH" 1R 6DOHVSHRSOH KDYH GRQH QRWKLQJ WR EXLOG D UHODWLRQVKLS
ZLWK FXVWRPHUV
,QVWHDG RI WU\LQJ WR ZULQJ WKH ODVW HXUR RXW RI WKHP WRGD\ WKH VDOHVSHRSOH LQ WKH
H\HJODVV VWRUH VKRXOG EH ZRUNLQJ WR PDNH VXUH WKDW FXVWRPHUV DUH FRPLQJ EDFN 7KH
IDFW WKDW WKH\ KDYH FRPH WR WKH VWRUH PHDQV WKDW WKH\ SUREDEO\ KDYH DOUHDG\ JRW WKHLU
ϵ ϱ

