TOUR2009 Lecture Notes - Lecture 10: Package Tour, Internal Communications, Servqual
Document Summary
Tour2009 destination and experience marketing sem 1 2018. People least two parties (provider and recipient) will arrive at their own conclusions as to value, quality and satisfaction. The focus of people is on the interactions the customer has with tourism providers/operators etc. Key component of marketing mix - includes employees, customers, other customers are the experience. Tourists(cid:859) assess(cid:373)e(cid:374)t is (cid:271)ased o(cid:374) perfor(cid:373)a(cid:374)(cid:272)e a(cid:374)d attitudes of e(cid:373)plo(cid:455)ees. General skills required in tourism communication, teamwork, problem-solving, initiative & enterprise, planning & organising, self-management, learning, technology. Internal marketing means applying the philosophy and practices of marketing to the people who serve external customers in order to develop customer-conscious employees. The objectives of internal marketing are: to attract and retain the most suitable employees; and, to ensure that employees are motivated for customer-orientated and service- minded performance. Strategies include: employee recruitment, retention and development, employee empowerment, service culture, employee recruitment, retention & development, employee empowerment.
