罗斯·蒂普卡——宾客体验心理学.pdf

1、Psychology Ofthe GuestExperiencePlus a side quest!About MyselfROSE TIPKARose Tipka is the mom behind HostingIn the Motherhood,and founder andCEO of Your Familys Place,a vacationrental company nestled in Ohios Amishcountry.Owning and managing acollection of homes valued at over$4million,Your Familys

2、Place offers pet-friendly,large homes spread across 75private acreswelcomingmultigenerational families and largegroups traveling togetherLets Start With a Bar Graph%of Companies that think they provide an excellent customer experience%of Guests that think they had an excellent customer experience800

3、20406080808We have a problem.We spend time,money,and effort to attract newguests,only to watch them disappear.Theres a massive gap between what we think wedeliver and what our guests actually feel.GOOD NEWSDuring my presentation,Imgoing to show you how to stoplosing guests and turn them intoloyal,re

4、peat visitors by makingguest experience your toppriority.UNDERSTAND THEGUEST JOURNEY Do the ordinary extraodinary.Its not about money.You dont have to go bankrupt to prioritize guest experience.Invest in brand loyalty.More brand touchpoints leads to greater understanding and loyalty to the brand,The

5、 customer is still considering whichrental to book.They are gatheringinformation.AssessmentFinally,the customer is preparing/startingvacation.The customer is getting used toyour vacation rental,but they haventexperienced everything yet.ActivateThis is the period between the customerspurchase and the

6、ir actual vacation.Following a large purchase,buyersremorse is common.AffirmThe guest is happy with theirpurchase/vacation.Guests are motivatedto refer your vacation rental to others andrebook for a future vacation.AdoptCritical Points in the Guest JourneyASSESSMENTResearch phaseThe customer weighs