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Table 4: The Trust Model, Diekhöner, 2017, p.46
FOCUS ON STAGE 1: THE PERCEPTION OF TAKEMETOUR
Radically focus TakeMeTour’s offering
Focus on being exceptional at one thing rather than creating variety for mass appeal.
e.g. It may be better to focus on doing 40 tours with personalisable, unique value than 400
standardised tours.
Simplify TakeMeTour’s value proposition
As attention spans have become shorter, having an easily understood value proposition
makes it easy for people to choose TakeMeTour.
e.g. Focus on promoting the value of the Local Expert and unique insights they can provide.
Put authenticity above all else
Define TakeMeTour by the things the company genuinely cares about.
e.g. Creating friendships between people that otherwise would not meet.
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