Abstract
This case study describes how competencies that are common across entities that operate in the leisure and hospitality industry in North Central Idaho were identified. The leisure and hospitality industry is crucial to the economy of many rural regions with scenic surroundings. Tourists’ satisfaction, however, depends on their experiences with frontline staff in the industry and service encounters are among the significant factors for customer satisfaction. Developing curriculum that leads to the proper training of frontline customer service representatives is important. A groupware process using workers in the leisure and hospitality sector was used to identify duties, tasks, general knowledge, skills, and attitudes for a guest relations agent. Issues and future trends were also identified. Results show half of the duties referenced essential interaction with customers, such as communicating to support customers and team, providing customer service, providing product/service/organization information, and providing customer assistance for local and regional activities. Trends and issues also point to the need to be prepared for factors such as outbreak of disease that may affect the operations in the sector.
Highlights
Gartner (2004) reviewed trends for rural tourism development and highlighted the growing interest in heritage, tradition, and the authenticity of rural life
A focus group consisting of experts in the leisure and hospitality industry who had years of experience and understanding of customer service requirements was used to analyze the common functions of a frontline customer service representative across several business entities that represent the leisure and hospitality industry in North Central Idaho
The panel of experts by consensus agreed that the job title, Guest Relations Agent, best describes the work of the frontline customer service representatives across entities in the leisure and hospitality sector
Summary
Gartner (2004) reviewed trends for rural tourism development and highlighted the growing interest in heritage, tradition, and the authenticity of rural life. Increased health awareness underscore values such as fresh air, outdoor activities, and stress-free contexts, so people look for solitude and relaxation in quiet natural places Consistent with this interest, North Central Idaho has seen an increase in number of tourists arrivals in the region. According to the Clearwater Economic Development Association (CEDA, 2020), North Central Idaho has some of the deepest, largest, and widest selection of recreational opportunities springing from its unique environment encompassing portions of five national forests. This region offers plenty to see and do. Jobs in the tourism cluster including restaurants, bars, motels, inns, private campgrounds, casinos, outfitters and guides, ski areas, golf courses, tours, and marinas...” (p. 28-29)
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