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The Aspirational Tourist

July 8, 2010 by Annamaria Turano — Executive Director, MCAworks

Remember your last out-of-town getaway?  You probably wandered into a few shops at your destination to browse, buy a few mementos, or just pass the time before dinner.  Most likely, you were greeted warmly by the shopkeeper as you walked inside.  At check-out, the cashier might have politely asked “where are you from?”  and “how long are you in town?”  That in-store experience became part of your overall trip – and it has the power to either enhance or degrade your vacation memories.

Retailers in tourist areas know how dependent they are on tourists.  Their livelihoods (and their staff’s as well) depend on keeping tourists happy.  Recently, I was in Amelia Island for a little weekend getaway.  Without fail, the shopkeepers were pleasant.  The stores’ offerings and design were inviting.  The overall feel of the downtown area was welcoming.

                                                                                                                                                                  Now, I contrast this “charming tourist experience” with a typical mall or strip mall.  Salespeople are annoyed as you might ask for help (as they’re otherwise engaged in a conversation with another employee or on the phone with a friend).  The music is cranked up too loud to hear yourself think.  The dressing rooms are dirty and cluttered.  And, the last thing you want to do is spend more time (and more money) in such an unwelcoming place as it doesn’t seem like these retailers and their employees really care about you or your pocketbook.

Doesn’t everyone depend on customer satisfaction regardless of their store’s location and target population?   Why can’t retailers apply “guest service” principles from tourist shops to their customer service?

About Annamaria Turano

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