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CON L’ICT MIGLIORA LA CATENA DEL VALORE DEL TURISTA

pCara, gloriosa catena del valore di Michael Porter. Tempo fa la applicavo al turista d’affari. Vorrei provarci a pensarla applicata ad un turista che si accinge a partire per le sue vacanze estive 2010. Prendiamo il caso di un turista che scelga di trascorrere una vacanza su una nave da crociera, oppure in un club vacanze, oppure in una località dell’oceano indiano, oppure ancora in una regione archeologica tipo Siria, ecc.

E’ molto probabile che attraverso Internet si informi sulle distanze, sul clima, sulle attrattive delle varie località. Siamo di fronte ad un turista esperto, quindi esigente. Dopo aver vagliato diverse ipotesi di viaggio decide di recarsi in un’agenzia per vedere di scovare qualche vantaggio in più di quelli già identificati attraverso il Web.

L’incaricato di agenzia si mette a disposizione del nostro turista. Dopo varie richieste di precisazioni insieme scelgono un pacchetto-vacanze piuttosto articolato. Oltre al viaggio di andata e ritorno sono previsti spostamenti locali via terra e in aereo. Il riferimento vale per qualunque altra soluzione.

Dove si colloca la catena del valore del turista? E l'ICT?  Per cominciare l’incaricato dell’agenzia deve tenere sempre presente che qualunque turista, povero o ricco che sia, esigente o meno che sia, scegli questa o quella soluzione per vivere una sua personale esperienza personale globale. Qualunque sia l’esperienza che si aspetti di vivere è unica, formulatala lui, a modo suo, per ragioni sue e non di altri. Non solo, ma anche chi parte per ammirare uno specifico sarcofago egizio non ci va solo soddisfare esclusivamente per quello scopo. L’esperienza che alla fine avrà vissuto sarà comunque unica e ricca di mille dettagli, oltre alla visita del sarcofago. I dettagli di cui si sarà arricchita la sua esperienza sono gli anelli della catena del valore. Quanto più ricca sarà stata l’esperienza tanto maggiore sarà stato il valore cumulato della catena di cui ha fruito. Ecco allora che l’incaricato dell’agenzia dovrà proporre la soluzione che includa il maggior numero di anelli della virtuale catena del valore che questo o quel turista avrà scelto in base alle sue aspettative. Non solo, ma dovrà garantire a se stesso ed al turista che quella catena del valore soddisferà le sue aspettative. Con gli strumenti ICT disponibili oggi è possibile non solo garantire che il valore atteso di quella catena del valore sia soddisfatto, ma anche monitorarne la fruizione durante tutto il periodo della vacanza, a partire dalla partenza fino al ritorno a casa. Solo così il nostro turista sarà stato messo in grado di vivere l'esperienza tanto attesa.

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