Tourism has become one of the world’s major industries and a recognized agent of economic diffusion. Prompted by its potential to permeate, support and propagate virtually every field of economic activity, many communities now actively promote tourism development.
The rapid growth of the UK’s tourism industry and its metamorphosis—transformation towards a new industry—have presented a new challenge to tourism development and its management. A massive shift in the pattern of tourism consumption has merely compounded the problem. Tourists today are highly sensitive to the quality of services they receive and are often unwilling to compromise. The progressive nature of tourist’s expectations and the highly competitive tourism market renders a proactive management strategy essential if organizations are to continue to attract and exceed the expectations of both home and international tourists.
This study demonstrates the need for co-ordinated planning, design and implementation of strategies to render South West England’s tourism industry capable of meeting the demands of future customers. One of the greatest challenges facing tourism organizations in the South West of England is the ever growing competition and the continuously increasing customer expectations. Customer satisfaction is no longer the key watch word, it has been replaced by customer delight. Hence, the author emphasizes the importance of interpersonal relationships in effecting a quality experience. It is by readjusting, defining and enhancing their personal interactive skills that service providers will be able to forge unbreakable bonds with their customers and thereby realize exceptional service.
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