What needs re-thinking in services management in the dawning age of Asian travellers?

The purpose of this paper is to draw upon the various articles in this theme issue and identify the key services management principles that merit re-thinking in the face of the growing and enduring trend of Asian travellers.

As a conclusion, this paper reviews the findings of the articles in this theme issue collection and synthesizes them thematically as well as strategically for both scholars and practitioners of services management and marketing.

There are five key assumptions that need re-thinking if services management organizations are to adequately meet the challenges of a more demographically diverse wave of travellers led by Asian visitors. Briefly, service organizations need to re-think: how they identify significant shifts in customer profile, the limits of their current service systems, decisions on service integration versus separation, how to transcend the traditional 5 Ps of services and, not least, how to prioritize humanism over efficiency in terms of service manpower training and development.

Though not exhaustive, the service management issues summarized and highlighted by this paper (and comprising this theme issue of WHATT) should serve to amplify the need to address the significant and enduring changes brought by the new wave of Asian travellers now enveloping services organizations throughout the world.

The paper serves to identify several areas for service organizations to review and re-think which includes, among others, service interactions between front line service providers and customers, the evolving needs of visitors from Asia, how Asian customers perceive concepts of courtesy and politeness, as well as the use of language and culture in shaping and interpreting socio-cultural interactions in a service setting.