engleski

Managing the service concept in creating an innovative tourism product

Purpose – A large number of players involved in supply and delivery of tourist experience, on the one side, and visitors’ unique experience on the other, make the development of the service concept of an innovative tourism product at destination very complex. Although there is a tendency towards increasing multiple partnerships in managing services, the requirements and standardization of processes in the performance management model is missing. The proposed conceptual model of the service concept is a useful tool for analyzing the overall service concept performance, stressing the importance of the Quadro Helix Model of engagement. The paper aims to investigate the innovative service concept and service processes from the operational and service marketing perspective, starting from the theoretical background and the constructs such as “organizing idea”, “service provided” and “service received”. The proposed model is tested on the case of “Istra Inspirit”, a project that has received multiple awards for innovativeness and creativity in tourism offer by conceiving and organizing events that revive history, myths and legends. Methodology – In order to obtain qualitative data for testing the creation of processes for the service concept, in depth semi-structured interviews with the service providers were conducted, focusing on actions, problems and processes research. In addition, introspective, life history and visual texts were used. The case of “Istra Inspirit” illustrates the service concept and its applicability in practice. Findings – The paper brings forward the conceptual model of the components and processes of the service experience by which the tourism service concept can be articulated. This study attempts to develop a multi- disciplinary approach in managing the service concept at a tourist destination. The “Istra Inspirit” project presents the service concept created by the tourist destination itself (County of Istria), which became proactive in finding ways to create new tourism products in the Quadro Helix Engagement Model. This example was chosen because it is a good illustration of managing the service concept with an economic value. The paper presents the conclusion and the managerial implications, which can be used as guidelines for benchmarking innovative tourism products. Contribution – Although final results might not be generalized, the processes used to create an innovative tourism product according to the service concept can be applied in other circumstances and on other projects. The intention of this paper is to contribute to tourism research with new content and new methodology. The service concept is stressing the importance of achieving a multidisciplinary performance management model and the need for improved articulation of the service concept. In this way, the paper brings forward a blueprint in order to propose a model of the components of the service experience concept and offers a methodological framework for articulation of service experience.

service concept; innovative tourism product; Quadro Helix Model; service experience

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