Operations Management of Tourism Enterprises Based on the Concept of Experience Economy

Abstract

The aim of the article is to formulate new principles and approaches to managing operating activities of a tourism enterprise, with regard to the requirements of the concept of experience economy. In the article, the essence of the experience economy and its main features is defined. The main arguments for the development of this concept are identified, in particular, motivational techniques, growing competition in the travel services market, and rising consumer expectations. Using the Kano model, the main attributes of tourism products are formulated based on the requirements of the experience economy. Moreover, the types of experience that a tourist gains when consuming tourist services are highlighted. A new approach to the formation, promotion and implementation of a tourism product, where each process is associated with the client’s receiving a certain experience, emotions, is considered. A special role in this is given to mobile information technologies. This is an important requirement concerning, first of all, the target segment of this tourism product represented by Generation Z consumers. To assess effectiveness of the tourism product under study, it is proposed to use customer loyalty indicators, which are based on the emotional component of the tourism product. In the article, it is given calculation procedure of indicators such as NPS (Net Promoter Score), Customer Effort Score, Consumer Satisfaction Index, Secure Customer Index. These indicators allow to demonstrate a long-term effect and are most correspondent to the essence of the experience economy since they provide, first of all, an emotional not an economic assessment. (English) [ABSTRACT FROM AUTHOR]