Clarification: I don’t like the word consumers.
The word consumer is a product of the industrial age where people were demoted to demographic groups that passively consume products or services created by organizations and sold to through mass media. It’s a bit disrespectful. Just like refering to your guests as “heads in beds” or “bums in seats”.
Language matters. It says something about how you think about the people who ultimately pay your bills. It creates the wrong company culture. Disney refers to its visitors as ‘guests’.
If that’s how you view your potential customers, you’ll probably never be succesful in 21st century marketing.
In tourism, refer to these people as visitors or guests. It sets the tone for a much better delivery of marketing or services.
By the way, I don’t like the word “user” in technology for the same reasons.
