Understanding tourism goods and services can be deceiving. We can articulate that they have a tangible and intangible divergence. It is when we get into that thinking on higher and complex terms that it becomes blurred, complex and competitive. One can argue that a tourism’s tangible products cannot be consumed until the prospective tourist evaluates an intangible depiction or representation. No one can argue that more and more people are booking travel and tourism products using mobile technology 1. I am not certain that all tourist see the complex inter-relationships that exist between all sectors of our industry. Or do they even think about it. Yet, what about the students in my classes, those studying tourism. How should we envision this complexity?
It is an intricate web of connections. Some strong, some strained, some thin filaments that aren’t as apparent as others. Murky waters indeed. As we have discussed, value is not so easily deciphered, applied or understood. But it is a value chain of products that are aligned and transformed into an experience when packaged together. Validation of the wealth of that package, tangible and intangible value, occurs with use. If we have met and exceeded expectations developed before, during and after the trip and travel process, then we have delivered on each contact point during those moments of truths. And moments of truths profoundly affect the exchange process. If those connections are strong, those cogs in a wheel working in tandem, the industry will have a strong presence even in a highly competitive environment. They will stand out and be a first choice among a host of consumers.
Tourism is a communication industry.
We communicate to every stakeholder that has a vested interest in our products and services. (Moment of Epiphany: That moment when something hits you, whispers in your ear of understanding…just happened. More on that later)
Communication is a constant throughout the process, even if it happens behind the scenes or we don’t think it is even occurring. Information is exchanged and processed during those moments.
What we do during those moments of interaction can be vital for capturing interest, converting interest to purchases, and then use.
We need to create linkages among all those involved in the process.
That is a value chain.