The new consumers of happiness tourism

The new consumers of happiness tourism

If there is something that seems that there is no doubt, it is that traveling generates happiness, as long as things work and there are no problems. Happiness on a trip is also a function of the perception of risk, in all its senses (not only in the strict physical sense), therefore the lower it is, the more probability of being happy.

I do not want to go into definitions of happiness, but I think that the concept of "feeling good, comfortable with oneself and with the environment that surrounds one" could serve, as a few weeks ago the head of the Ministry of Happiness also summarized it for me from the Kingdom of Bhutan, Dasho Karma Ura, during the Circular Economy summit, who by the way, when I asked him if he was happy, in just a few seconds and very calmly answered me with a yes, without a doubt.

As you know, this country has a very strict management of tourist activity, having control over the number of visitors, who must pay daily taxes, surely the highest in the world, but of course they are clear that their objective in tourism policy It is not based on the figures, the opposite of other destinations such as Barcelona, ​​Venice and before these, also many protected natural areas with easy access.

There should be no doubts that tourism can guarantee a significant dose of happiness, but it is obvious that like demand, it will depend a lot on the population it is aimed at, but there are some certain premises such as the issue of risk, which implies in addition to security at all its levels (physical, fraud, deception, misleading advertising, empathy, quality, health, well-being, climate and environmental and social variables, etc.), the feelings of being able to enjoy what someone wants and finds in destination, which will vary according to motivations and expectations.

And it is not that tourists need to do yoga, meditation, tai chi or therapies, because for that they do not need to travel, but rather that they will have to design and develop the facilities, at the destination, so that these consumers of happiness are satisfied.

It is not about achieving 24 hours a day of happiness, since it would be something more than utopian and very unlikely, but that the result of the experience of a trip has been precisely to feel happy and to be able to remember it, to think about other similar experiences in different places.

It is important to remember the process of buying a tourist product, which begins in the consumer's own imagination, the online search, communication with other travelers, the trip itself, the stay and the post-trip. All these stages should generate happiness. And while the first would be the easiest, since it depends on oneself, the rest depend on variables outside the control of the tourist.

Here the tourism development and management model intervenes a lot, since there will be many incompatibilities in time and space, between tourists eager to meet many others and just the opposite. That is why such extreme models as Bhutan and Venice, isolated mountains and traditional coastline of sun and sand.

But there is one thing for sure, no consumer of happiness will be satisfied if they make a mistake or have the wrong destination, which usually happens more than expected, due to commercial interest (misunderstood), due to fashion effect or simply by trying to consume something that they really do not It is desired or not prepared, but in these cases the destination and the seller will always be the culprits, whether they are or not.

In a market environment, where demand can and must change supply, be more than sure, which will soon be increasingly noticed, such as the recent and positive case of avoiding animal abuse and even worse, recreational animal shows , as is the case with the British operator Thomas Cook (he is not an ecotourism seller), who is eliminating marine centers with captive killer whales from his contracts, since a large part of his clientele considers it inappropriate and of course seeing him or knowing about his existence, does not generate any happiness, but that change gives them added confidence to their marketer.

And of course, as common sense says, to give happiness, first you have to have it and if you have it, better share it between visitors and visitors.

The tourism of happiness or tourism that gives happiness is something that will not remain a fad, but will be implemented in the tourist supply and demand.

You will see it soon!

A cordial greeting,

Arthur Crosby
Natour Editor

Video: Bhutan Tourism - Happiness on Earth (October 2020).