Home Travel Social Entrepreneurship and Tourism: Philosophy and Practice
Both AA and MM recognize the need to maintain good information strategies and customer loyalty with their primary and secondary customers. Therefore they obtain as much information as possible from both their commercial and social customer guest needs. In addition their niche market focus allows for a more personalized service based on the collection of information before, during and after the trip. In the case of AA, this information is collected and used to maintain guest relations, send promotional material where applicable and improve customer service practices. For example, AA uses their customer base for feedback about the new tour and expeditions offers in Nepal, Tanzania and Russia, benefiting both social and commercial customers.
From a beneficiary customer perspective, feedback is provided and sought from MM trustees, community leaders and all stakeholders involved. In addition AA has created strong links throughout the years directly with the target group of beneficiaries thus building trust and loyalty based on open lines of communication. Where possible the primary customer is integrated into the value chain by contributing to the organization information strategies and operations. Loyalty is increased when the social value is effectively delivered.
The equitable partnership approach is at the heart of the AA model and is how it markets itself; the emphasis is on why it sells holidays. Fundamentally selling holidays in an ethical way makes the world a better place. People are more inspired by the why than the what when deciding on a once-in-a-lifetime holiday, and like to know that their money is being used for good. As a result of these approaches AA can boast a high loyalty/return rate among its customers.
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