Activity: Participating in or organising an event › Participation in conference
Track Chairs for Tourism, Culture and Hospitality Operations
This track focuses on service delivery and failure in the tourism and hospitality sectors. Tourism and hospitality services have been an important sector of the world economy for many years. It is also important to notice that service delivery has undergone substantial change in the tourism and hospitality sector. For example, digital services now enable customers to interact with a user interface in the hope of getting simple and desired benefits. Meanwhile, in the services marketing realm, it is common to hear stories of customer service woes. For instance, when a customer encounters a problem in the service world, he/she may become disengaged and stop buying from that company or switching over to another service provider. As a result, it is important for service providers to capture their customers’ needs and actively engage them in the service delivery process. Tourism and hospitality service providers should also focus on evaluations of responses to complaints, but also motivate customers to take an active role in overcoming a co-created failure, thus assuming a perceived responsibility for the flawed tourism and hospitality service(s).