Contemporary Tourism
Supporting the Contemporary
Tourism Product - Service
Lecture Objectives
• Further appreciate the linkages and relationships between the
various elements that combine to make up the contemporary
destination product and experience
• Understand the ‘service management’ perspective
• Recognise the difference between a ‘product’ and ‘customer’
• Be aware of contemporary issues related to visitor / customer /
tourist satisfaction, and whether satisfaction is an ambitious
enough aim
• Be familiar with the concept of, and challenges with, managing
and measuring service quality
• Understand the conceptual frameworks which link employees,
customers and organisational performance
• View human resource management as a strategic function
• Understand innovative practices designed to measure and
therefore manage service industry performance
• How do tourists evaluate tourism
• Dependent on component parts
• Evolution towards a ‘service mindset’
• Tourism purchases are mainly services
• Services lead to a strategic view
• This is the new paradigm for tourism
• Service management has been called “the new
paradigm” in hospitality (Kandampully, 2002).
The central tenet of this new paradigm was
defined by Albrecht (1988) as • “a total organizational approach that makes quality of service,
as perceived by the customer, the number one driving force for
the operations of the business” (p. 20).
Customer and Service
• Customer at the centre of decisions
• Customer centric focus
• Not selling but creating value
Service Management
Service encounter
Customer contact employees
Customer satisfaction
More than satisfaction
Service quality
– The Nordic model
Tourists, Employees and
Business Performance
• Service profit chain
• Employee-customer linkage research
Strategic HRM
• HR are the tangible resources of the
• From personnel management to SHRM
• Integrates HR into strategy
Service Culture & Climate
All organizations have a culture
Manager cannot control all encounters
Creation of a service climate
Balanced scorecard approach

Service Management - Goodfellow Publishers