Beyond the development programs to create new products, there are also programs to improve the current products’ competitiveness. In this point, however, it is also necessary to talk about product competitiveness strategy, as the programs are in fact a concrete idea as a result of the product improvement strategy.

The product improvement strategy follows the same methodology of the cluster improvement strategy: creating more value and reducing efforts, which ultimately means creating more resources, experiences and feelings to add value, and developing or improving infrastructures and services to reduce discomforts and risks. Furthermore, when assessing every product individually, it is also convenient to make management and marketing recommendations to attract more visitors and/or to increase their expenditure, reduce congestion problems, increase safety, and other practices to reduce risks and discomforts.

The following examples may better illustrate the product improvement strategy concerning resources and experiences:

Restaurants: adapting charming buildings’ spaces, gardens or terraces as a restaurant may be a very profitable way to create new experiences and revenue streams.

Souvenir shops: when the tourist is satisfied with the site experience, he/she often looks for some kind of object to remember that experience, or to have more information about it.

Creative activities: it is well known that many tourists are willing to take an active role in their tourist experience. Creative tourism is a new trend adaptable to many cases.

Animation: improving the atmosphere feelings may be achieved by integrating performing artists such as musicians or painters, adequate music and illumination, shifting from sightseeing to life-seeing.

Guided visits: either through audio-guides or tour guides, providing interesting information and stories about the site always enhances the value of the experience.

Decoration: the details make the difference between an outstanding experience and a normal one. All decoration elements should be carefully regarded to create an excellent atmosphere.

What kind of generic resources and experiences would you consider to improve a tourist attraction?

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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