How do travel service staff provide personalized products and services for tourists with different personalities?

The high involvement of tourism products requires high interactivity (Interactivity) in advertising communication

"Interactivity" in communication is an intelligent process that occurs between two or more parties. , complex, multi-directional and dynamic characteristics. Heeter pointed out that the core concept of interaction is "control of information", that is, the control of information by the information recipient. Steuer (1992) proposed "the horizontal classification definition of media interactivity" and proposed the two most important definition methods of media interactivity: human-human interaction and human-message interaction. Interpersonal interaction refers to the two-way communication between the sender of information and the receiver of information, that is, the high interactivity of communication. Based on the two dimensions of interpersonal interaction and people-trust interaction, Chang-Hoan Cho and others summarized the interactivity of advertising as: the degree of people's participation in advertising activities through interaction with advertising information and advertisers. The essence of advertising interaction is the degree of control the audience has over the advertising information. Through experimental measurements, Chang-Hoan Cho et al. proposed for the first time the relationship between advertising interactivity and the degree of consumer involvement. The higher the degree of involvement in product purchase, the higher the requirements for information exchange between consumers and advertisers, and the smoother the communication. Advertising The more interactive it is.

Philip Kotler, the father of marketing, pointed out in his famous "Marketing Management" that "more complex and expensive decisions often condense the buyer's repeated evaluations, and also include many factors." Participants in purchasing decisions.” There is no doubt that tourism products are highly involved products, especially since tourism consumption in our country is far from becoming a daily necessity for people. Before tourists make travel decisions, they need to repeatedly collect, organize, compare, filter and make decisions. They also need to make a lot of preparations before traveling. In addition, the foreign and cross-cultural nature of tourism activities, as well as the strangeness and insecurity brought about by foreignness, will enhance tourists' desire to exchange information about the destination, tourism companies and other tourists who have had relevant experiences. need. If travel advertisers target this consumer psychology, they can provide highly interactive communication and information exchange platforms to help tourists deepen their understanding and memory of their travel products, better help tourists make travel decisions and enjoy the travel experience. .