Business Affective Persona (BAP): a methodology to create personas to enhance customer relationship with trust and empathy

Abstract

Tourism is expanding and evolving worldwide in a fast and modern way. Although growth has remained far from crisis affecting other sectors, it should be noted that its economy and management takes a very peculiar form, which needs to be explored in a not standardized way. The tourism combines tangible assets, with experiences, emotions and affectivity. This work aims to address new forms of interaction that the management and planning in tourism should have in the near future, combining the tourism's management and economics with 'hospitality', based on communication process between people. This is a proposes of an innovative way to drive the tourist management using humanistic and affective tools defined as 'personas'.