PHYSICAL EVIDENCE OF TOURISM INDUSTRY
It is a very important factor for the travel and tourism industry. This marketing p is important in 2 distinct ways:
1) as the environment in which the sales takes place
2) the environment where the product is consumed
Explanation of the first case
when the purchasing of the product is taking place, however the customer cannot be sure whether they will enjoy the product or not. In the mean time their expectations and emotions are influenced by factors like layout of the room, the furniture, noise level, temperature, lights and other factors like the brochure of the company. In case of customers who by electronically the appearance of the website is the physical evidence.
Explanation of the second case
In the travel industry where the product is being experienced s particularly important in securing repeat business thus extensive facitilities that prove to be physical evidence are provided to lure and woo the customer
The tangibles include flat beds in business class, Wi-Fi connection in hotels, customized meals on board, tele checking 8hrs booking in hotels, hotels providing laptops on request, internet access as complimentary for the corporate packages.
The critical incidences in this process are
- Understanding the customers needs and expectations from the holiday or business tour which ever he or she is opting for
- Making an apt travel plan and route adhering to the requirements of the customer
Execution of the planned itinerary is the most critical one. As a company has committed some thing and this is the time when the customer is actually experiencing the entire product and if any one of the commitments don’t materialize then the zone of tolerance is affected and lot as it is already low because the customer on a tour whether leisure or business expects perfection.
14 Comments