"What you call a customer might feel like nitpicking, but this easy-to-overlook term carries huge marketing implications ..."
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Customer service in tourism
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"New and more affordable options are arising as more people, not all of them single, vacation on their own ..." 
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"As more craft breweries open across the province and existing ones get bigger with greater reach, B.C. beer is becoming a draw for tourists from near and far ..."
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This post relates to some extent to section 6.2.1: The company's service niche (the post indicates that each company has a target audience). It also relates to Maslow's hierarchy of needs. The post refers to 'insider status', which may relate to social, as well as esteem needs.
It also highlights the importance of communication in a service environment and that it is advisable to use suitable terms for a specific context.