ENHANCING TOURISM THROUGH SUPERIOR CUSTOMER EXPERIENCE

Abstract

This study focuses on the enhancement of tourism through superior customer experience. The personal thoughts and satisfaction of tourists leading to their expectations and experiences are being studied in this paper. Valid and reliable measures of superior customer experiences, and the tourists thoughts and satisfaction leading to customer expectation and experience in the enhancement of tourism business were adapted from previous studies with minor modifications. This study involved a survey method using five point liker scale questionnaire. The expectation and experiences of tourist were measured using the strategic modules (sense, feel, think, act and relate) of Bernd Schmitt in experiential marketing. This study brings out valuable ideas for the enhancement of tourism business through superior customer experience.