What is emphasized as a competitive unit for a destination?

The emphasis on working on the service-chain or customer journey as a competitive unit for a destination is grounded in the recognition that the overall experience provided to visitors is paramount. This involves understanding and optimizing every interaction a traveler has with the destination, from the moment they consider visiting to when they leave and share their experiences with others.

Focusing on the service-chain means enhancing factors like accessibility, service quality, amenities, and visitor engagement at each stage of their travel experience. By ensuring that tourists have a seamless and enjoyable journey, destinations can improve satisfaction and loyalty, ultimately leading to positive word-of-mouth and repeat visitation. This holistic approach directly ties to competitiveness, as customers are more likely to return to and recommend destinations that prioritize their entire experience.

On the other hand, creating new attractions, while beneficial, doesn’t necessarily address or improve the overall visitor experience. Reducing marketing budgets could hinder visibility and awareness, leading to fewer visitors. Catering only to tourists limits the potential for community engagement and may reduce the richness of the experience offered, as it does not take into account the relationships between residents and visitors. Therefore, focusing on the service-chain/customer journey is a strategic approach that fosters a positive experience, making it a key competitive unit for a destination.