The tourist has changed. Nowadays they want to experience an alternative space closer to their human reality, gain a sensory and cultural experience and, especially, be a part of a tribe. Therefore, business competition moves from class competition to competition between tribal groups. Within these new forms of tourism the bond is represented by religious and ethnic communities, nationality, belonging to geographical areas, cultural attitudes and a common vision of the world, which are often different and antithetical compared to those of the traditional tourism competitors. The power of the sense of collective belonging and its prestige, protection and safety, mutual aid, the same guidance and vision are capable of enhancing the sense of group identity. Respect for the environment and authenticity of local cultures and their enhancement can at this stage become the pillar of the “tribal” tourism enterprise where economic objectives are pursued and linked to quality of supply exclusively. At this point, in the service/product promotion strategy (tribal marketing), “the relationship will no longer have to be employed as a means to reach the goal” but “the relationship itself will have to be rendered the very goal while shared emotion will have to become the means to reach the goal”.
Posted on: Sat, 12 Jul 2014 15:56:07 +0000
Trending Topics
Recently Viewed Topics
© 2015