La dirección de la experiencia del cliente en el sector hoteleroUn estudio cualitativo.

Resumo

The tourism sector and the hotel industry is facing a much more sophisticated customer, who does not mind paying an extra price for an unforgettable experience, in fact some companies no longer advertise the product they offer, but the experience they offer. Many companies sell now experiences and it's not easy making the transition from selling products or services to sell experiences. For this reason, it has been analyzed in this paper the approach to address the customer experience by the hotel chain. This study is based on the results of 12 interviews conducted in depth (General Manager, Marketing Manager Brand Manager, etc) to understand the process and factors involved in the experiences design. The talks were recorded and transcribed later. After reading the analysis was conducted on the discourse produced and analyzed the activities related to the creation of experience, as what was meant by experiential strategy and the advantages to this strategy is pursued.