Methods, technologies, good practices, case studies used in the implementation

In this section we share useful methods and techniques related to product as a service in the tourism sector topic. The simplest way to illustrate this model is to present real-life examples of good practice from different areas of the tourism sector.

Examples and good ideas for the product as a service model in tourism:

A hotel offering a “bed and breakfast” package

In this case, the customer is paying for the experience of a comfortable night’s sleep and a delicious breakfast, rather than just the physical room itself. This package may include amenities such as a comfortable bed, high-quality linens, and a complimentary breakfast served in the hotel’s restaurant or delivered to the room. The hotel may also offer additional services such as room service, concierge service, or spa treatments. This allows the hotel to differentiate itself from competitors and provide a more personalized and memorable experience for the customer.

A tour company offering a “cultural immersion” package

This package may include activities that allow the customer to learn about and experience a new culture, such as visiting historical sites, trying local food, and participating in cultural events or workshops. The customer may also have access to a local guide who can share their knowledge and insights about the culture. This package is designed to provide an authentic and immersive experience for the customer, rather than just transportation and guide services.

A vacation rental company offering a “destination concierge” service

This service may include having a local expert plan and book the customer’s entire trip, from transportation and accommodation to activities and dining reservations. The concierge service may also provide the customer with information about local events and attractions, as well as make recommendations for things to do and see. This service allows the customer to have a hassle-free and personalized experience, rather than just renting a physical property.

An adventure travel company offering a “once in a lifetime” package

This package may include unique and exciting adventures such as hot air balloon rides, bungee jumping, or polar expeditions. The customer is paying for the experience of participating in these activities rather than just transportation and equipment. This package is designed to provide customers with a once-in-a-lifetime experience that they will never forget.

A theme park offering a “VIP” package

This package may include perks such as skipping lines for popular rides and attractions, exclusive access to VIP areas, and special backstage tours. The customer is paying for the experience of enjoying these perks and having a more exclusive and memorable experience at the park rather than just admission to the park.

A cruise line offering an “all-inclusive” package

This package may include all meals, drinks, and entertainment on board the ship, as well as any shore excursions and port taxes. The customer is paying for the experience of a worry-free vacation, where everything is taken care of, rather than just the physical space on the ship.

A ski resort offering a “ski-in, ski-out” package

This package may include accommodation in a ski-in, ski-out property, lift tickets, equipment rental and ski or snowboard lessons. The customer is paying for the experience of easy access to the slopes and being able to ski or snowboard without the hassle of transportation to the slopes.

A spa resort offering a “wellness” package

This package may include accommodation, spa treatments, fitness classes and healthy meals. The customer is paying for the experience of relaxation and rejuvenation, rather than just the use of the spa facilities.

A wine country tour company offering a “wine tasting” package

This package may include transportation, accommodations, and visits to multiple wineries for wine tastings and tours. The customer is paying for the experience of learning about and sampling different wines and wineries, rather than just transportation.

A city tour company offering a “foodie” package

This package may include a guided walking tour of the city’s best restaurants and food markets, with tastings and the opportunity to learn about the city’s culinary culture. The customer is paying for the experience of discovering and enjoying the city’s food and culture, rather than just transportation and guide services.

All of these examples illustrate how the Product as a Service model can provide customers with more personalized, memorable and valuable experiences, which can lead to increased customer loyalty and repeat business for the companies.

How should I do it?

The above concrete examples probably give an idea of what this model means in practice, but how to get there.

Here are the main steps that a tourism service provider can take to develop a tourism product using the Product as a Service model:

1. Identify customer needs and preferences: Conduct market research to understand the needs and preferences of the target customer. This can include surveys, focus groups, and interviews.
2. Define the experience: Based on the customer research, define the experience that the product will provide. This should be a unique and valuable experience that meets the customer’s needs and preferences.
3. Develop the product: Design the product to deliver the desired experience. This may include selecting the location, creating the itinerary, and selecting and training the personnel who will be providing the service.
4. Test and refine the product: Test the product with a small group of customers and gather feedback. Use this feedback to refine the product and make any necessary adjustments.
5. Promote the product: Develop a marketing plan to promote the product to the target customer. This may include social media advertising, email marketing, and PR.
6. Continuously evaluate and improve: Continuously evaluate the product’s performance and gather feedback from customers. Use this information to make adjustments and improvements as needed.

It’s important to note that this process is not a one-time event, but rather an ongoing process that should be regularly reviewed and updated to ensure that the product continues to meet customer needs and stay competitive in the market.

Additionally, it’s also important to take into account the sustainability factors of the product, such as minimizing the environmental impact and promoting responsible tourism practices.

Case study and/or brainstorming session

Below is a fictional case study of how the model can be used in the life of a tourism service provider.

“Eco-Adventure Tours”

Eco-Adventure Tours is a tour company that specializes in sustainable adventure travel. They offer a variety of tours that allow customers to explore natural wonders and experience outdoor activities such as hiking, kayaking, and wildlife watching.

Problem

Eco-Adventure Tours realized that they were facing a lot of competition from other tour companies that offered similar products. They needed to find a way to differentiate themselves and attract more customers.

Solution

Eco-Adventure Tours decided to shift their focus from selling tours to selling experiences. They redesigned their tours to provide a more immersive and sustainable experience. They also developed a “Carbon offset program” that allows customers to offset the carbon emissions from their travel by supporting local conservation and reforestation projects. This program helped to further demonstrate the company’s commitment to sustainability and responsibility.

Implementation

The company started offering “Eco-Adventure packages” that included guided tours, outdoor activities, and accommodations in eco-friendly lodges. They also included add-on options such as cooking classes with local chefs, and cultural activities with indigenous communities. These packages were designed to be more holistic and personalised.

To promote the new product and educate customers about the carbon offset program, the company developed a website and social media presence. They also marketed to the target audience through various channels such as print media, influencer marketing and email campaigns.

Results

As a result of these changes, Eco-Adventure Tours saw an increase in bookings and customer satisfaction. Customers appreciated the immersive and sustainable experience that the eco-adventure packages provided and the company gained a reputation as a responsible and sustainable tour company.

This case study illustrates how Eco-Adventure Tours was able to differentiate themselves from competitors by shifting their focus from selling tours to selling experiences. By offering unique and sustainable experiences, they were able to attract more customers and increase customer satisfaction. Additionally, they also demonstrated that they care about the environment by implementing a carbon offset program.

Real-life case study

Kistücsök Restaurant – Farm to Folk Dining in Hungary

Background

Kistücsök is a restaurant located in the town of Balatonszemes in Hungary. The restaurant has gained a reputation for its farm to folk approach, which emphasizes the use of locally sourced, seasonal ingredients in its dishes. Kistücsök sources its ingredients from a network of local farmers and food producers, and works closely with them to ensure that all of the food it serves is fresh, healthy and sustainable.

Case Study

Kistücsök was founded in 2010 the founders had a vision of creating a restaurant that showcased the best of local Hungarian cuisine. They wanted to create a dining experience that celebrated the region’s culinary traditions, while also promoting sustainable agriculture and supporting small-scale farmers.

Kistücsök works closely with a network of local farmers and food producers, who supply the restaurant with fresh, high-quality ingredients. The restaurant’s menu changes seasonally, based on what is available from the farmers and producers. The chefs work closely with the farmers to develop recipes and create new dishes, incorporating traditional Hungarian ingredients in innovative and exciting ways.

Kistücsök is committed to using sustainable agricultural practices, and works with its farmers to ensure that all of the food it serves is grown and produced in an environmentally friendly way. The restaurant also focuses on minimizing food waste, using all parts of the ingredients in its dishes and composting any leftover materials.

Results

Kistücsök has been successful in creating a unique dining experience that celebrates the best of local Hungarian cuisine. The restaurant has gained a reputation for its high-quality food and innovative dishes, and has become a destination for food lovers from around the world.

The restaurant has also been successful in promoting sustainable agriculture and supporting small-scale farmers. By working closely with its network of farmers and food producers, Kistücsök has helped to promote the use of locally sourced, seasonal ingredients in Hungarian cuisine, and has helped to create a market for sustainable agricultural practices.

Conclusion

Kistücsök is a great example of a farm to folk restaurant in Hungary. By working closely with local farmers and food producers, the restaurant has created a dining experience that celebrates the best of local Hungarian cuisine, while also promoting sustainable agriculture and supporting small-scale farmers. Kistücsök has become a model for other restaurants in Hungary and around the world, and has helped to create a more sustainable and vibrant food culture in the region.

source: www.etterem.hu