Page 104 - GLOBAL TOURISM CHALLENGES IN 21st CENTURY
P. 104
WKDW LV DSSHDOLQJ WR KHDY\ XVHUV RI WKH SURGXFW WKH\ FDQ XVH WKDW LQIRUPDWLRQ WR KHOS
FRQYHUW VRPH RI WKH OLJKW XVHUV +HDY\ XVHUV JHQHUDOO\ FDQ JLYH PRUH UHDVRQV IRU
EX\LQJ WKH SURGXFW WKDQ OLJKW XVHUV 6R ZKDW PDUNHWHUV QHHG WR ILJXUH RXW LV KRZ WR JHW
WKH OLJKW XVHUV WR UHODWH WR PRUH UHDVRQV WKH VDPH ZD\ WKH KHDY\ XVHUV GLG
&RQFOXVLRQ
7KH VWUDWHJ\ KRZHYHU LV QHYHU JRLQJ WR ZRUN ZLWK SHRSOH ZKR RSSRVH %XW JHQHUDOO\
VKRXOGQ¶W ERWKHU ZLWK WKHP EHFDXVH WR VHOO WR WKHP PDUNHWHUV DUH SUREDEO\ JRLQJ WR
KDYH WR VSHQG D ORW RI PRQH\ IRU QRW PXFK UHWXUQ 7KH VRIW RSSRVLWLRQ LV JHWWDEOH EXW
ELJ SDFNDJHV DUH MXVW JRLQJ WR WXUQ WKHP RII
³1R PDWWHU KRZ HFRQRPLFDO PDUNHWHUV PDNH WKHP SHRSOH ZKR WKLQN WKDW GRQ¶W
OLNH WKH SURGXFWV DUH QRW JRLQJ WR JR RXW DQG EX\ D WRQ RI LW )RU WKH VRIW RSSRVLWLRQ
WKHUH LV D QHHG WR GR PRUH WKLQJV OLNH WULDO VL]H JLYHDZD\V DQG LQFHQWLYHV WR PDNH D
VHFRQG SXUFKDVH $QG IRU DOO FDWHJRULHV PDUNHWHUV KDYH WR NHHS WU\LQJ RXW QHZ
GLPHQVLRQV DQG JLYLQJ SHRSOH PRUH UHDVRQV WR WU\ WR GHFLGH WKDW WKH\ SUHIHU WKH
EUDQG´
7KH WDFWLFV WKDW PDUNHWHUV FKRRVH DUH JRLQJ WR KDYH LPSDFW RQ ORW RI RWKHU YDULDEOHV
LQ DGGLWLRQ WR VXSSRUW RU RSSRVLWLRQ OHYHOV 0DUNHWHUV KDYH WR ORRN IXUWKHU WR ILJXUH RXW
ZK\ SHRSOH DUH VXSSRUWLQJ RU QRW VXSSRUWLQJ WKHP 6RPHWLPHV SHRSOH RSSRVH EHFDXVH
WKH WKLQN WKH\ GRQ¶W OLNH VRPHWKLQJ DERXW DQG VRPHWLPHV EHFDXVH WKH\ MXVW OLNH WKH
FRPSHWLWLRQ EHWWHU 0RVW RIWHQ SHRSOH DUH XQGHFLGHG EHFDXVH WKH\ MXVW GRQ¶W NQRZ
HQRXJK DERXW DQ\ RI WKH SURGXFWV LQ WKH PDUNHW 7KH\ MXVW QHHG D ORW PRUH
LQIRUPDWLRQ
³7KHUH LV QR VLQJOH VWUDWHJ\ RU JURXS RI VWUDWHJLHV WKDW LV JRLQJ WR ZRUN ZLWK
HYHU\RQH LQ D VSHFLILF FDWHJRU\ $QG PRVW RI WKH VWUDWHJLHV WKDW PDUNHWHUV XVH ZLOO
ZRUN WR VRPH GHJUHH LQ PRUH WKDQ RQH FDWHJRU\ 6R NQRZLQJ ZKHUH VRPHRQH IDOOV LQ
OR\DOW\ VSHFWUXP LV QRW JRLQJ WR JLYH DQ LQVWDQW VXUHILUH VDOHV SLWFK 0DUNHWHUV VWLOO
KDYH WR WHVW DQG PHDVXUH DQG NHHS JLYLQJ SHRSOH QHZ UHDVRQV WR EX\ DQG XVH WKH
SURGXFW´
2QH ZD\ WR NHHS IRFXVHG RQ ILQGLQJ WKLQJV WKDW UHDOO\ VHOO VWXII LV WR PDNH
FRQYHUVLRQ UDWHV RQH RI WKH NH\ PHDVXUHPHQWV WKDW DUH WUDFNHG 5HWDLOHUV GR WKLV E\
FRXQWLQJ KRZ PDQ\ RI WKH SHRSOH ZKR FRPH LQWR WKH VWRUH DFWXDOO\ EX\ VRPHWKLQJ
0DUNHWHUV ILJXUH WKDW LW FRVW D ORW RI PRQH\ WR UXQ DGYHUWLVLQJ DQG SURPRWLRQV WR JHW
SHRSOH LQWR WKH VWRUH VR KRZ ZHOO WKH\ DUH GRLQJ LQ VHOOLQJ WKHP VWXII RQFH WKH\ FRPH
LQ" 0DUNHWHUV NQRZ WKDW WKH\ DUH DOUHDG\ LQWHUHVWHG RU WKH\ ZRXOGQ¶W EH WKHUH
, NQRZ WKDW WKH PRVW SXUFKDVHV WRGD\ DUH QRW PDGH RYHU WKH WHOHSKRQH RU LQ
VLWXDWLRQ ZKHUH D VDOHVSHUVRQ KDV DFFHVV WR LQGLYLGXDO EX\LQJ KLVWRU\ %XW WKLV ZLOO
KDSSHQ PRUH DQG PRUH LQ WKH IXWXUH DV PRUH SXUFKDVHV DUH PDGH RQ OLQH DQG FXVWRPHU
GDWD LV WUDFNHG DQG VWRUHG DFFRUGLQJO\ (YHQ LI PDUNHWHUV GR QRW KDYH DFFHVV WR WKDW
NLQG RI LQIRUPDWLRQ ULJKW QRZ LW LV WKH GLUHFWLRQ WKH\ QHHG WR EH WKLQNLQJ DERXW
³,Q WKH IXWXUH WKH ZD\ WR VHOO SURGXFWV PRUH HIILFLHQWO\ DQG VXFFHVVIXOO\ LV WR IRFXV
RQ VPDOOHU DQG VPDOOHU VHJPHQWV DQG WKHQ WDLORU RZQ RIIHULQJ WR PHHW WKHLU QHHGV´
ϵ ϳ

