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
   94   95   96   97   98   99   100   101   102   103   104