摘要：A differentiated tourist experience is critical for business success. The quality of the company’s customer experience is ultimately determined by the way tourists feel about their last interaction. Our paper presents some key principles that help tourism companies in offering great customer experience, focusing on the idea that Total Quality Management represents the solution for service excellence in the hospitality industry. Tourism companies that consistently deliver positive customer experiences across all touch points maintain customer loyalty, build stronger brands, and are better able to avoid competition on price alone. They therefore grow faster and earn healthier profits than companies that don’t keep their customers happy.
关键词：customer touch points; customer value; service excellence; total quality management; tourist experience.
