Beyond the new products lines development, it is convenient to keep on improving the existing ones based on enhancing value and reducing efforts for the tourist. The value is to be brought by improving the experience, the feelings and the service quality; whereas the efforts may be reduced by eliminating discomforts and uncertainties. The Whitepaper “Tourism Competitiveness strategy” is to explain all these factors in detail.

To assess and improve these factors it is necessary to listen to the tourists to know their opinions. This may be done through polls on the site or more efficiently by stimulating and facilitating interaction with them through their smartphones while they are living the experience and right after to allow them to post critical and creative reviews on how to improve the experience. For such purpose it is necessary that free wifi is available in the critical spots.

Further, regular benchmarking trips should be sponsored by the destination –for instance, as a reward for outstanding contributors- to visit reference destinations where to learn best practices in management, marketing, product development, or just to live other life-changing experiences that may inspire the development of new ones in the destination.

The Product Managers are the responsible executives for the improvement of the product competitiveness. They are therefore responsible for organizing the tourist satisfaction surveys, monitoring the reviews of the visitors through the App or the social media platforms, as well as to organize the benchmarking trips and to train staff and service suppliers according to their need for skills development.

Would you consider other strategies to improve competitiveness?

Posted by Jordi Pera

Jordi Pera is an economist passionate about tourism, strategy, marketing, sustainability, business modelling and open innovation. He has international experience in marketing, intelligence research, strategy planning, business model innovation and lecturing, having developed most of his career in the tourism industry. Jordi is keen on tackling innovation and strategy challenges that require imagination, entail thoughtful analysis and are to be solved with creative solutions.

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