Abstract:
Tourism characterized as an industry with a
strong competition. Therefore, it is crucial to create a
competitive advantage in order to stay in the market. In the
case of the tourism industry, creating competitive advantage
could be done by providing an extraordinary experience which
is the ultimate goal for travel leading to customer satisfaction
and customer loyalty. This paper aims at exploring and
developing a model of tourism value chain activities experience
by tourist for competitive advantage creation. Tourism value
chain activities model consists of three stages whereby each
stage has its own type of measurement. The first stage covers
the pre-trip experience, in this stage, the detailed information
prior to departure will be discussed. Next stage is the trip
experience, which are the tourism activities involved during
the visit and experienced during the trip. Lastly the post-trip
experience, whereby on this stage the output of the tourism
value chain activities will be measured. The proposed
measurement for this stage will be an evaluation of tourist
satisfaction and tourist loyalty in order to create a competitive
advantage. Future studies are expected in implementing these
tourism value chain activities in specific tourism destinations
(country) to measure the tourism experience.
