Service Summit M.-A. Delisle Part 1
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The document discusses creating sustainable tourism experiences and packages by differentiating products, focusing on environmental, social and economic dimensions. It provides examples of how attractions, lodging properties, communities and others can create packages combining activities, transportation, accommodations and partners to educate visitors and benefit local areas. Key aspects addressed include experience design, partners, pricing, marketing and evaluating results.
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Service Summit M.-A. Delisle Part 1
- 2. Product differentiation by creating and packaging sustainable experiences Guatemala Ciudad 10 septiembre, 2009 Presentación de Marie-Andrée Delisle, M.Sc. Consultora en desarrollo turistico www.madelis.com
- 25. … Pricing structure www.madelis.com Local level 0% Regional level 10% North Americ. level 10-20 % European level 20-30% Service provider* (cost + profit margin) Service provider (cost + profit margin) Service provider (cost + profit margin) Service provider (cost + profit margin) Direct marketing Sales intermediate 1: Regional tour operator Internet sales Intermediate 1: Regional tour operator/travel agency Intermediate 2: N. American tour operator Sales intermediate 2: European tour operator Walk-in Sales intermediate 3: European travel agency Consumer $ Consumer $ Consumer $ Consumer $ * The supplier: Hotelier, park, attraction, museum, activity, community experience, etc. N.B. The Consumer price must be the same regardless of the intermediates.
Notes de l'éditeur
- - do not rush into it if you are not totally aware of the customers’ expectations The public and private operations should work in the same direction.
- Price and quality still have more influence than env. friendliness : Being aware is one thing, and willingness to act is another
- Common interest: ecosystems, birds, wetlands (pantano), archeology, community tourism, adventure, food, etc. Often, we find lots of attractions listed, but not packaged, so where to start ?
- The client is given easy access to the experience involving various aspects of
- Age: think psychology, not chronology. Spa, cuisine, color, senses …activity (cycling …, hiking, language, learning ,…. Photo, ornithology, … Learning travel: with experts, backstage, lecturers, etc. References from Internet users (Trip Advisor …) References from social media (Web 2.0 - Facebook) Destination websites Preference for user friendly, up-to-date websites with valuable information
- Sustainable activities: birding, hiking on trails, low-impact, educational, ecologically and culturally sensitive travel that benefits local communities and host countries Partners: (same quality, same service …)
- Mature: they have $ and time, better educated, well traveled. Healthy lifestyle, active Women: Young: backpakers, techno/multimedia, Generation X Y and C
- The guide must be professional, knowledgeable,
- The consumer rate should be the same with or without sales intermediates.
- (quality-price ratio, value, authenticity = reason; service = emotion)