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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
Marketing Trends of Industrial Tourism
Author(s)
Didier ROCHE
Full-Text PDF
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DOI:10.17265/1537-1514/2012.09.013
Affiliation(s)
Didier ROCHE, Marketing Professor, Marketing Department, ESCEM.
ABSTRACT
For many years, companies have been trying to maintain lasting relationships with their customers. This is mainly due to the influence of companies’ marketing policies, which have undergone a profound change. Firms have switched from transactional marketing—the aim of which is to do business—to relationship marketing, which takes into consideration the customer as a real person. Firms now understand that in order to do business, customers must be well treated. Customer satisfaction is, therefore, very important, which is why managers are now opening their companies to customers. But what do corporate managers really want to achieve by opening their firms to clients? and moreover, what do clients really want when they come to visit firms? The aim of this paper is to answer these questions by defining industrial tourism, questioning managers about their goals and determining customers’ expectations. To do this, the results of a quantitative study of managers’ aims consisting of semi-directive interviews were compared with the results of a study indicating the desires of clients. The results may be helpful to managers who wish to benefit more from opening their firms to clients.
KEYWORDS
industrial tourism, managers’ needs, clients’ expectations, qualitative study, quantitative study
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References
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