The Customer Journey in the Congress and Event Sector in Switzerland

Digitalisation is fundamentally transforming the customer journey in Switzerland's congress and event sector. Combining a comprehensive review of the existing body of research with an empirical investigation, Anja De Lorenzo-Buratta provides a systematic analysis of changing customer expectations, decision-making processes and interactions throughout the entire customer journey. The book shows how the event life cycle shapes the customer journey and how digitalisation is transforming customer expectations, interactions and touchpoints throughout the pre-event, event and post-event phases. It provides new empirical insights into the growing strategic importance of the post-event phase for sustainable customer relationships and long-term event development. Building on these findings, the book develops practical strategies and actionable recommendations for improving touchpoint management. It demonstrates how seamless customer experiences can be created by combining traditional know-how with digital tools and methods and offers a comprehensive framework for understanding and managing customer journeys in an increasingly digital environment. Bridging research and management practice, this book is an essential resource for researchers, students and professionals in tourism, hospitality, congress and event management.