Managing the visitor's experience through internal marketing

There are many issues to face in taking the step forward in managing visitor experience rather than managing employee tasks. Taking the principles of internal marketing as a management strategy recognises that this requires particular emphasis on the management for front-of-house staff whose actions in a situation create the experience for the visitor. But, because the experience is co-produced, staff action has to be responsive and responsible and is in essence within a communicative role. The separation and distinction between internal and external customer is weakened and largely eroded in this special interaction situation where both attitude and communication have to be specially managed.