People are the most critical and essential element of the tourism experience. Visitors have motivations, preferences, requirements and demands; Locals, with their culture, traditions, habits and behavior are the main actors in receiving and welcoming visitors; Businesses’ staff, with their skills, competencies and behaviors are the service providers contributing to the visiting experience.
JCF Strategy Consulting supports the various actors in enhancing the contribution of the various roles of people, both at the institutional and business levels. We bring the ability to help every company and institution involved in the visiting experience with focus on:
Visitors
- Tools
- Enquiry design and statistical analysis
- Focus groups organization, facilitation and result analysis
- Desk market research
- Specialists insights
- Brainstorming sessions
- Services
- Identification of the main attributes anticipated by each market segment
- Design and attributes required for tourism products and services
- Segmentation of market and development of corresponding marketing mixes
- Evaluation of the elasticity of demand for each market segment
- Examination of reasons deterring people (suppressed demand) from visiting destinations
- Concept perception and willingness to experiment and pay
- Visiting experience mapping
- Promotion and advertising planning
- Visitor segment trends
- Visitor behavior modeling
- Evaluation and development of destination and company brand image
- Opening new markets and reducing dependency on existing ones
- Management of seasonality by matching market segments
- Assessment of compatibility with other target markets
- Examination of alternative distribution channels
- Assessment of tourism impacts to the destination and selecting the right segments
- Evaluation of marketing effectiveness and selection of media for promotion
- Deliverables
- Destination/ Brand/ Service market strategy
- Business development planning
- Business planning
- Revenue management modeling
- Demand forecasts
- Competitivity analysis
- Investment planning
Staff
Businesses’ staff, with their skills, competencies and behaviors are the service providers contributing to the visiting experience. Staff motivation, skills management and retention are key issues, as it is the interface between businesses and the customers.
Our services comprise the following:
- Tools
- Enquiry design and statistical analysis
- Focus groups organization, facilitation and result analysis
- Desk research
- Specialists insights
- Services
- Identification of the main skills availability in quantity and quality anticipated by each business in the value chain
- Design and configuration of formal education requirements and TVET (technical, vocational, education and training) programs
- Motivational attributes and propensity to respond to rewards
- Examination of reasons deterring staff from cater adequately the expected visitors’ experiences
- GAP mappings between expected staff behavior and customer expectations
- Staff training and communication plans
- Staff flexibility schemes
- Deliverables
- Formal and TVET training plans
- Staff appraisal systems
- Organizational development plans
- Staff performance monitoring
- Staff incentives’ planning
- Staff salaries benchmarking
- Staff salaries and compensation grids
Local people
The local people are in most cases the key actors in providing a unique visiting experience. The habits, culture, way of life and social behavior, are all elements which adequately combined make a tourist product, thus allowing a destination to become unique and not replicable in the international markets. These elements should not be changed. What needs to be addressed are the perceptions, which drive attitudes.
JCF Strategy Consulting can provide a precious help in perceptional modifications geared towards desired attitudes, through:
- Tools
- Enquiry design and statistical analysis
- Focus groups organization, facilitation and result analysis
- Desk research
- Sociological analysis
- Specialists insights
- Services
- Characterization of the main traits of the cultural matrix
- Identification of the main, social, sociological, and economic issues of concern
- Characterization of social behavior, and trigger factors influencing attitudes
- Perceptional maps of visitors and locals regarding behaviors and expectations
- Gap analysis between visitor expectations and local’s behaviors
- Examination of reasons deterring locals from catering adequately the expected visitors’ experiences
- Social motivational attributes and propensity to respond to communication messages
- Media and communication performance analysis
- Deliverables
- Guidelines for communication strategies
- Guidelines for formal and TVET training plans
- Guidelines for staff training programs
- Systematic monitorization of attitude changes
- Systematic monitorization of visitor’s perceptions