What is a ‘tourism experience architect’?
It sounds confused. Like a mixture of roles that don’t really exist, and it is true that the term is not yet very commonly used, but I saw it used in a recruitment advert focused on defending Australia’s Great Barrier Reef. However, looking around at other tourism roles I can see that this terminology is spreading beyond Australia alone.
Consider how much goes into constructing a fantastic tourism experience. What we used to just call a tour guide needs to consider factors such as:
- How many people am I working with to create this experience?
- How much time do they have available?
- Is their focus on the experience regardless of cost or are they focused on getting the best value?
- What is their main interest and reason for wanting this experience?
- Are they professionally interested and want great detail or is this just a passing experience during a vacation?
- Where are these people from – does their own cultural background influence their expectations for this experience?
Approached like this, the work of a tourism experience architect looks far more detailed and professional – especially for a location such as the Great Barrier Reef. A small group of Chinese tourists with a professional background in marine biology need to be handled differently to a large number of American tourists who know little about the reef except that it’s a beautiful place to visit.
Expectations, culture, and background knowledge can all be different when approaching any customer and the tourism professional should be able to manage all these variables when presenting the best way to showcase their part of the world to visitors.
This is very similar to the way the Teleperformance team operates in Asia. Customer culture and experience varies across the continent, but globally we operate in 74 countries with a team of over 200,000 people. This allows us to offer business insights and ideas in addition to a deep level of cultural understanding of what our clients need when they ask us to architect a solution for their customers.
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