National Trust out of the woods

Donald Nordberg

The metaphor of the ‘customer journey’ is a particularly appropriate one for institutions and destinations in the tourism sector.

National Trust Out Of The Woods

Donald Nordberg London Metropolitan University

Success arrives carrying its  own baggage. The historic house is crowded with visitors and more people are arriving every minute. The spacious parlours, with majestic ceilings and beautiful antiques, ought to be a delight to view. But it is getting uncomfortably crowded. The property manager calls through on the radio to the front gate: 'create a diversion'.

The volunteer greeting the new arrivals identifies the likely gardeners in the group: 'There is a wonderful magnolia in bloom in the...

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