"Tourism builds social capital as it spreads jobs across the economy from students to highly paid tourism CEOs. It connects people from different cultures with one another through service interactions.
But this last role requires a quality interaction. It should be an interaction that leaves the visitor feeling enriched or engaged with the place they are visiting. In an age of instant social media, it is now even more important. A dissatisfied customer tells between 9 and 15 people on average says a consumer affairs study from America. But if they tell TripAdvisor, that can become tens of thousands very quickly."