Analyzing Adventure? I'm game.

December 27 through January 5 I participated in a short-term study abroad course located in the Bahamas in Nassau, New Providence.  The topic of study was the consumer experience, as it relates to the fields of hospitality and event management, focusing specifically on tourism and the tourist’s experience.  While in the Bahamas, I along with my colleagues conducted a thorough analysis of the destination through myriad perspectives and utilizing many varied tools.  Some of these included peak experience interviews, customer journey mapping, and destination attractiveness rankings.  From these exercises, we were able not only to provide members of the Ministry of Tourism of the Bahamas with valuable feedback and insights, but also learned a great deal regarding analysis and components of a successful consumer experience.   

One important thing which I learned from this experience was just how necessary it is to talk to industry professionals of the destination and to understand the background of the industry in the destination.  This was seen most especially through a conversation we had with the Ministry of Tourism regarding the speed and overall quality of service received in the Bahamas.  Many of the services we received, especially at meals, were exceedingly slow.  We were hesitant to provide this feedback, however, as we believed that this may be due to a cultural difference as it was consistent most everywhere we went.  The tourism professionals from the Bahamas shared, however, that this was an issue which they were already aware of and were trying to address, indicating that slow service or perceived lack of concern for customers’ needs was not at all a cultural barrier, but just that: poor service.  By communicating with people who were familiar with existing weaknesses in the industry of the destination, we were able to better inform our suggestions and overall report.

Another thing I learned was that several types of analysis are needed in a review of this sort.  This is due to the fact that each analysis was able to provide a new perspective and some captured things which the others did not.  In contrast, some, like an analysis of online reviews, further emphasized in-person findings and added credence to the report.  Prior to this experience, I may have believed that a different type of analysis could be done for different components of the experience, but I now understand that having the analyses overlap helps to both fill in the gaps and add emphasis. 

Finally, our analyses consistently showed that person-to-person interactions are the most crucial element of experience.  Not only is this because they are harder to control, but because human interactions are the starting point for all services, the primary good when considering tourism.  The volatile nature of people requires strong management to ensure superior service and, therefore, an excellent experience.  Additionally, from peak experience interviews and our own reflections, we found that what tends to be remembered most are the people associated with an experience.  As a result, this should always be prioritized by destinations.