2. Creating awareness about the value of hospitality

Impact on the destination

Added value?

• Better image

• Balanced community

• Well-being and prosperity for city and region

Behavioural impact

What is the effect of hospitality on the destination?

• Loyal, happy residents

• Proud business owners

• Valuable visitors as ambassadors

The perception of hospitality

• By residents, visitors, businesses?

• How are different touchpoints experienced?

• What makes the difference?

Building blocks of a welcoming destinations

• Welcoming ‘product’ (hardware)

• Welcoming environment

• Welcoming people who are open to others

A welcoming environment has a direct impact on the experiences of visitors, residents, workers, and businesses.

When it comes to the perception of hospitality, research shows that people’s behaviour – the interpersonal component – is even more influential than products, services, or atmosphere.

Positive experiences at the destination give rise to engagement, loyalty, enthusiasm, and pride, thereby influencing people’s behaviour.

The impact of these experiences can be measured in both financial/economic terms (eg. visitors who return often and spend more) and social terms (a pleasant living environment with visitors who add value and businesses that forge ties with the community).

The value pyramid for DMOs shown here is a blueprint that can be used to examine how a particular hospitality measure translates into perception and impact.

Visitors

Added value?

• An attractive place

Behavioural impact

• Valuable visitors who adapt their behaviour to the values of the destination

• Loyal ambassadors for the destination

The perception of hospitality

• Satisfied

• Surprised

• Amazed by how welcoming the destination is

Building blocks of a welcoming destination

• Tourist attractions (sights, culture, shopping)

• Infrastructure

• Welcoming encounters

Residents

Added value?

• A liveable place

Behavioural impact

• Satisfied residents who are proud of their city, loyal, and take active part in city life

• The core of welcoming communities

The perception of hospitality

• Satisfied

• Proud

• Pleased to live in such a welcoming place

Building blocks of a welcoming destionation

• Housing

• Shopping and leisure facilities

• Infrastructure

• Welcoming encounters

Businesses

Addes value?

• A place with a welcoming business climate

Behavioural impact

• Proud business owners who enjoy doing business, feel connected to the community, and seek out and maintain ties

The perception of hospitality

• Satisfied

• Proud

• Pleased by the hospitable business environment

Building blocks of a welcoming destination

• Diverse range of shops and services

• Infrastructure

• Welcoming encounters with visitors and residents