valuable offer design in the tourism industry
At the partner meeting of Valais/Wallis Promotion, Mareike Ahlers was invited to give impulses for a valuable offer design in destination marketing.
Valuable offers are relevant from the customer's point of view and at the same time are in line with ecological, social and economic sustainability targets.
Customer Dominant Logic offers important design principles for how this can be implemented. At its core, it is about understanding the customers' experience targets and their individual lifeworld. Service providers should not only think in terms of their own services, but also grasp the customer's experience ecosystem and design a (cross-destination) customer experience in conjunction with partners.
Consistent implementation of this logic often also requires internal change for companies. From know-how about customers' lifeworlds, to the design of structures, to a consistently customer-centric culture.