tourism product example

What is Tourism Product? Definition, Types, Characteristics

• Post last modified: 3 October 2021
• Reading time: 14 mins read
• Post category: Uncategorized

What is Tourism Product?

Tourism Products are a combination of goods and services demanded by a tourist during travel to and stay at a destination. These include natural, cultural and manmade attractions and facilities such as hotels, transport and ancillary services.

In this process, tourists derive an experience which varies from individual to individual. From a broader perspective, the sum total of experiences derived by the tourists during the entire trip can be considered as the product.

Table of Content

• 1 What is Tourism Product?
• 2 Definition of Tourism Product
• 3.1 Natural Tourism Product
• 3.2 Man-Made Tourism Product
• 3.3 Symbiotic Tourism Product
• 3.4 Event Based Tourism
• 3.5 Site Based Tourism Product
• 4.1 Intangibility
• 4.2 Inseperatability
• 4.3 Perishability
• 4.4 Heterogeneity
• 4.5 Essentially of Users Presence
• 4.6 Complexity in Marketing
• 4.7 Absence of Ownership

Definition of Tourism Product

Burkat and Medlik say tourism products to an array of integrated products, which consist of objects and attractions, transportation, accommodation and entertainment, where each element of the tourism product is prepared by individual companies and are offered separately to consumers (tourist/tourist).

The tourism “product” is not the destination, but it is about the experiences of that place and what happens there. – Chris Ryan

Economist M. Sinclair and Mike Stabler define the tourism product as a “composite product involving transport, accommodation, catering, natural resources, entertainment and other facilities and services, such as shops and banks, travel agents and tour operators.”

According to Suswantoro (2007:75) on substantially the understanding of tourism products “is obtained and the overall service felt or enjoyed by tourists since he left his residence to the tourist destination of his choice and to return home where she originally departed”.

Types of Tourism Products

Following figure describes the classification of Tourism Product:

Natural Tourism Product

Man-made tourism product, symbiotic tourism product, event based tourism, site based tourism product.

These are the products connected to the natural environment. Natural environment that constitutes natural resources which is related to area, climate and its settings, and the landscapes. These natural resources are the most important elements in a destination’s attraction. Such as countryside, climate, natural beauty, water, flora and fauna, wildlife, beaches, deserts, islands or any scenic attraction.

Some examples of natural tourism products in India are Marina beach- Chennai, Darjeeling hill station-West Bengal, Islands of Andaman & Nicobar- Andaman & Nicobar, Deserts of Thar-Rajasthan, etc

Something which is not natural, found in the destinations to attract the tourists. These are man-made creations. As per the tourism point of view they are made for pleasure, leisure or business.

Man-made tourism products are further divided into three subtypes:

• Sites and areas of archaeological interest
• Historical buildings and monuments
• Places of historical significance l museums and art galleries
• Political and educational institutions
• Religious institutions
• Fairs and festivals
• Arts and handicrafts
• Folklore l native life and customs
• Amusement and recreation parks
• Sporting events
• Zoos and oceanariums
• Cinemas and theatres
• Night life l cuisines

Examples of Man-made tourism products are Ajanta and Ellora cave-Maharashtra (Cultural), Surajkund Craft Mela-Haryana (Traditional), Essel World-Mumbai, etc

This type of tourism product do not fall in any particular category because they are a blend of nature and man but the core attraction is nature. These are the natural resource that has been converted into a tourism product by maintaining and managing them.

In other words man has taken initiative to preserve the natural aspects of earth and also managed in a way to provide best possible services to the tourists who come for the visit, for example, accommodation, parking facilities, etc. Some examples are National Park or Wildlife Sanctuaries, Flower Festival, Marine Park, Aero and Water Sports, Botanical Garden etc.

In India, there are many national parks like Ranthambhore-Rajasthan, where tigers and many animals are preserved and tourists are given facilities like a jungle safari.

Product Here event is the main source of attraction. Tourist comes to observe and participate in the events. Events are temporary in nature and are often mounted in order to increase the number of tourists to a particular destination.

Some events are for a short time scale while other last for longer days. Sometimes events are mounted in those places where the tourist’s eye usually don’t reach such as unusual exhibitions.

Some examples of event-based tourism product include Camel Polo at Jaisalmer- Rajasthan, Kite flying in Ahmedabad-Gujarat, where tourists also participate and observes. In Snake boat race-Kerela, one can enjoy witnessing it. Short time scale event includes Republic day parade-New Delhi and long days event include Khajuraho dance festival-Madhya Pradesh.

It is a particular site or a place, permanent in nature which is the main source of attraction for the tourists. In India examples are like Taj Mahal, Beaches of Goa, Sunset at Kanyakumari, Temples of Khajuraho, etc.

Characteristics of Tourism Product

Following are the main characteristics of tourism products:

Intangibility

Inseperatability, perishability, heterogeneity, essentially of users presence, complexity in marketing, absence of ownership.

As discussed earlier in this chapter, tourism products are actually the services that are being sold to the tourists, and it’s not the goods. Services can’t be seen, smelled, felt or touched, it can only be experienced. What can be seen is their effect.

For example, a guide’s comments can be heard. A travel agents books a ticket from place A to B. The ticket is just a piece of paper, an entry pass for using the service. An airline provides the service of transportation, comfort and leisure. A thorough evaluation of the service before buying it is therefore impossible and leads customers to use other cues to help them assess the service like the interior of the restaurant, the appearance of the hotel entrance or the behaviour of the receptionist.

A service of a tourism product cannot be separated from the provider of the service. For most services, the producer and the seller are the same people. Services are manufactured and consumed at the same time. In the case of products, consumption takes place after production and often far away from the factory.

In the case of tourism products for example a guide has to be present to explain the attraction. A pilot has to be present to fly a plane. Both service providers and the service user have to be physically present for mutually satisfying the exchange of service. The visitor to a national park cannot experience counter service if the receptionist is not present, nor can the receptionist render the service is the visitor is absent.

The tourism product is highly perishable, which means it cannot be stored. For example, a hotel room or an aeroplane seat that is not sold on a particular day, is a lost sale. If the tourists don’t visit a particular place, the opportunity is lost. If the opportunity is lost, the moment is lost. This adversely affects the tourism business.

The demand has to be managed by the marketer in such a way as to ensure that as little capacity as possible is lost. The problem is unique for the tourism industry. Due to these reason sometimes heavy discount is offered by hotels or transport generating organization.

Services offered by most people are never the same. There is some degree of variability present in almost all types of services. This may be due to the extensive involvement of people in the production of service. This issue is not present when a machine dominates. Depending on the mood, behaviour, working style, efficiency and knowledge of the people variability exist.

For example, all air hostesses cannot provide the same quality service like the other. Yet again the same individual air hostess may not perform the same uniform service both in the morning as well as in the evening.

Even the tour package and the aircraft can’t be consistent of equal standards because an aircraft can de-shape the travelling pleasure into a nightmare and a holiday seaside is ruined by the prolonged rainy spell.

Another reason for variability of service is the involvement of customers in the process of product delivery and consumption system. For example, a musician performing at a program may not perform with uniformity. His performance will depend on the response and appreciation of the audience. Hence service varies from person to person, time to time and from situation to situation.

In travel and tourism businesses, service quality depends on uncontrollable factors and there is no sure way of knowing whether the service delivered matched what was planned or promoted, or what was expected by the customer.

Presence of the user is necessary to avail the service. The customer or the guest has to be personally present on the spot. It can’t be brought to the user. As in the case of other tangible goods, the buyer can avail the service from anywhere or from his home. But in the case of tourism products, it is not at all possible. The tourist has to go to the tourist attraction to experience the tour.

However the marketers here need an in-depth study of users behaviour, tastes, preferences, likes and dislikes so that expectations and realities coincide and satisfaction is made possible.

Tourism product involves complexity in marketing. It requires a lot of effort to convince a buyer. As in the case of travel agents. In order to sell their tour package they need to convince the customer by introducing various facilities, discounts and services. Product demonstration is bit difficult in the case of tourism product.

As in the case of tangible goods like television. As soon as we buy it, we become the owner of it. But this is not the case with tourism products. A tourism product when sold to the customer or tourist, he can only avail the service but can’t be its owner.

For example, while buying a hotel room, while buying a seat in an aircraft or a luxurious train, you can only take the facilities of the service for a certain time. You can’t be its owner for lifelong.

Please Share This Share this content

• Opens in a new window X
• Opens in a new window Facebook
• Opens in a new window Pinterest
• Opens in a new window LinkedIn
• Opens in a new window Reddit
• Opens in a new window WhatsApp

You Might Also Like

What is travel itinerary types, steps in planning, do & don’t, hotel industry, tourism in mizoram, tourism planning, barriers in tourism planning: economic, natural resources, community, government, tour operators: types, functions, importance, difference, leave a reply cancel reply.

Save my name, email, and website in this browser for the next time I comment.

7 Keys to creating a successful tourism product

What is a tourism product?

Basic functions of a tourism product, keys to designing a tourism product, examples of tourism products, current tourism trends, how to differentiate your tourism product.

Within the competitive tourism sector, innovation, and the offer of products to propose stands out as one of the real competitive advantages and differential elements to navigate with strength in this tough market.

The tourism product becomes an important resource to work to attract a different audience and diversify the philosophy and brand of our travel agency .

But… How do you create a successful tourism product? Let’s highlight the keys that will help you develop an optimal tourism product. Let’s start at the beginning…

The tourism product is defined as the total set of functionally interdependent tangible and intangible elements that allow the tourist to meet their needs and expectations.

From a marketing point of view, the tourism product is a resource that fulfills two very different tasks:

• Each tourism product meets a need of its consumer through the benefits it incorporates. 
• Tourism products are the means to achieve sales targets. The design of the tourism product itself is the claim to increase conversions. 

Also, it is necessary to point out the importance of knowing the type of customer we want to attract and whether we can offer a product that meets the unique expectations of the selected niche of customers . It is equally important when designing a tourism product to consider the special travel agency regime to know the fiscal responsibilities and also how each transaction should be accounted for.

Also, our travel agency must have a brand culture and philosophy that must be in line with the tourism products to design and sell.

Given that meeting the needs and expectations of the client is a key factor in creating a tourism product, we must look to the functions that this tourism product must perform.

It is, therefore, possible to list 6 priority functions to be resolved to outline our tourism product project:

• Allows the tourist to participate in the main activity of the trip. 
• Besides being a part of the main activity, it facilitates to live the total experience of the trip as the tourist wants. 
• It facilitates transport to and from the destination , as well as within the destination itself. 
• Enhance the social interaction of the tourist during the trip. 
• Helps and simplifies travel preparation and management. 
• It makes it easier for the tourist to remember and revive the trip , to share that trip and experience with other people. 

Note : The main activity can be defined as the objective to be carried out with this tourist package: ecological tourism, cultural tourism, etc…

Through these functionalities, it is already possible to have a basic outline of what our tourism product should contain.

It is time to show the main keys to consider in drawing a professional and highly competitive tourism product.

Keeping the tourist as the main axis of the tourism product, we will start with those keys related to the needs that urge a person to make a tourist trip.

Means and conditions for participating in the main activity of the trip 

Everything related to what is offered to the tourist to enjoy what he wants for the trip. 

Elements in the trip’s destination and the trip’s transportation, for example, luxury cruises, boats, or trains.

Natural, cultural conditions, people, socio-economic conditions of destination, events, facilities, equipment, goods, and services related to the main activity also come into play in this category.

Qualitative aspects to involve the tourist in the main activity

At this point, all those aspects that help establish how the tourist is to engage and interact in the journey are defined.

The issues can be very different:

• Family trip or exotic destination 
• Greater or less distance from the place of residence to destination. 
• Luxurious or traditional atmosphere, etc… 

On the other hand, also, everything linked to all the comforts a tourist needs to visit a destination and consume its “attractions” must be covered.

Modes and other transport components

Clear and detailed definition of all transport systems enabling the transition from a place of residence to destination and vice versa, as well as within destination.

Elements for social interaction and tourist comfort

Everything related, and that allows the tourist to engage in leisure activities, communicate with others, socialize or simply keep informed and perform routine activities.

In this category, we can include accommodation, points of sale and/or shops selling food, public baths (outside accommodation), all kinds of services (communication, internet, etc…) sports and leisure facilities, cultural events, etc.…

These details are a priority and important as they strengthen the comfort and decision-making capacity of the client .

Preparation of the management and execution of the trip

In this section, all those aspects that facilitate and give transparency to everything related to the management of the trip come into the scene.

Everything here is important: All tourist information media such as travel guides, maps, national tourist organizations, travel-related websites, services provided by tour operators, travel agencies, companions, translators, certified travel guides vaccines, solar protection, medicine, and health services; passports, visas, travel insurance; credit cards and other financial services… up to the number of packages or suitcases to carry.

Practical details on participation in the main activity of the trip

The customer must leave nothing to the imagination, it must be all well presented.

Here, questions such as sale or rental of sports equipment, sports lessons, wine tasting, etc…

These are aspects that help the tourist in understanding the tourism product and in the benefits/experiences that he will draw from it .

Remember and relive your experiences

A tourism product must be a unique and remembered experience by the customer, to satisfy his wishes and leave a good note in our brand of a travel agency.

Thus, to stimulate sentimental or emotional value, it is interesting the idea of offering memories and gifts, usually with sentimental and symbolic values for tourists, is a point that adds value.

They allow tourists to remember and relive their experiences, thus prolonging the pleasure of the trip. They are also used to share the travel experience and to strengthen ties with others.

Tourism products are designed and adapted to the needs and desires of the selected audience. So, there are many possibilities. Here are some of the most popular tourism products:

Spiritual tourism

Spiritual tourism is tourism motivated by faith or for religious reasons . 

What is the tourist looking for? An experience based on a sacred pilgrimage, a journey led by faith, religion, and spiritual realization. The tourist seeks to satisfy some personal or spiritual need through tourism.

Therefore, the design of the spiritual tourism product must focus on these two points to find different forms and intensities of spiritual tourism motivated to a greater or lesser extent by religious or, on the contrary, cultural needs or in the search for knowledge.

Spiritual tourism provides the visitor with activities and/or treatments intended to develop, maintain, and improve the body, mind, and spirit . Many elements are incorporated that involve a learning experience.

A good example is the tourism products related to the Camino de Santiago. A product that offers everything the tourist/pilgrim wants:

• Accommodations 
• Transportation 
• Support vehicles 

Wine tourism

Wine tourism or wine tourism is one of the most fashionable forms of tourism. It is the type of tourism around the culture and professions of wine and vineyards, being related to culinary and cultural tourism .

What is the wine tourist looking for? The main motivation is to experience wine tastings and buy products from the region, but also identify other very important issues: Socializing, learning about wines, entertainment, rural environment, relaxation…

The main activities are based on the visit to vineyards, wineries, wine festivals, and wine shows, for which the tasting of grape wine and/or the experience of getting to know the wine region.

For example, a well-known tourism product for wine lovers is that linked to the city of Haro , designed with such important elements as:

• Hotels and other types of accommodation 
• Round-trip transportation from the winery to the lodging location 
• Visit wineries, wine libraries, restaurants. 
• Activities are related to wine tasting, marriage… where the capacity to socialize and share experiences is encouraged. 

Ecotourism has grown in parallel with increasing society’s awareness of environmental protection.

Ecotourism is a type of tourism responsible for natural areas with special care in conserving the environment, sustaining the well-being of the local population, and involving knowledge and education .

What is the ecotourism tourist looking for? They are people with a great awareness of the environment, eager to know and be part of experiences that help the environment and others.

A good tourism product based on ecotourism should offer:

• Activities that encourage cultural awareness by promoting respect for the place you travel and the community you visit. 
• It will help to create cultural awareness by promoting respect for the place you travel and the community you visit (environmental education workshops, ecosystem observation…) 
• Activities that promote the well-being of the local community, including the economy. Guided ecological tours with the consent and participation of residents. 

Ecotourism offers experiences that have a low impact on nature by preserving resources and protecting the environment.

A good example of ecotourism: Visit the local farmers’ fields in Chiapas, Mexico, learning how to make cocoa and supporting the conservation of their environment through product purchases on a guided tour.

Tour operators, travel agents, or travel agency management groups should consider these keys when creating and selling a successful tourism product. We must not forget that the tourism products respond effectively and attractively to the wishes, needs, and expectations of the selected type of customer , being a resource of great value to increase our brand image and customer loyalty.

How can a tourism product achieve its two main tasks with one swing? By incorporating trends . Popular demand expresses the needs of the majority, and trend-conscious products address those needs. At the same time, they create new sales opportunities and help increase conversions . 

Let’s see how some of the most influential travel trends shape travel products. 

Sustainable tourism

Over 70% of travelers want more sustainable travel options . Creating a product for this market segment requires a deeper understanding of its motives. Let’s try to answer these questions: Why is sustainable tourism so popular, and what type of traveler wants to travel more sustainably?

Sustainable travel is perceived as a consequence of the pandemic and climate change. The priorities of this type of traveler are the reduction of general waste (84%) and energy consumption ( 83% ). All this is emblematic of several travel segments, notably eco-adventurers and explorers . 

More than 60% of cultural explorers are interested in sustainable travel, while 33% of adventurers show a proclivity for alternative transport options to flying. Another common ground for these groups is their interest in authentic experiences that bring them closer to nature and local life . 

A successful travel product for this market must incorporate elements like low-carbon transportation , eco-conscious lodging , cultural immersion , and outdoor adventure . At the same time, it must highlight benefits for local communities and wildlife, as well as memorable experiences.  

Use of technology

Use of technology is no passing trend; it’s our zeitgeist’s modus operandi. In travel, 71% of consumers rely on travel apps to plan and organize trips. 77% are interested in using chatbots for customer service requests at hotels. 45% want access to on-demand entertainment in their hotel.

From a consumer’s standpoint, travel technology has a twofold goal: to facilitate travel and make it more enjoyable . Even individuals who are less tech-reliant expect travel service providers to offer comfortable and safe experiences . Whether they know it or not, technology is crucial for this. 

Virtually every market segment can benefit from travel products that incorporate technology , even if they don’t explicitly ask for it. The question is not whether they need it but how they want to use it. The products for this market can range from contactless hotel service to virtual tours . 

The only travel segment that wants less technology , as opposed to more, is wellness travelers . The ideal product for this audience must propose diametrically different values when using technology. Rather than speed and convenience, wellness products must emphasize slow and mindful living. 

Personalized experiences

Like technology, personalization is the new standard in the industry . Consumers of travel products and services unconsciously compare providers based on this criterion: personalized products always win . 63% of people are ready to stop buying from brands that don’t use personalization. 

Again, the question is not if but how to incorporate personalization for optimum results. To answer this question, businesses must use data analytics and study customer behavior in their travel segments. This is important because personalization means different things to different travelers. 

For example, a family traveler would benefit from personalized in-destination offers based on their past behavior. This may include a preferred type of transportation, suitable amenities for their children’s age, activities tailored to their unique interests, restaurant recommendations, etc. 

On the other hand, a luxury traveler would benefit more from bespoke services . Instead of suggestions, high-profile customers usually require a dedicated agent or on-demand concierge team to take care of their needs in real-time. The accent is on exclusivity, privacy, and customization. 

So much emphasis has been put on travelers’ needs, and for good reason. Businesses must understand their customers in order to create products they would like to buy . In addition to being able to cater to consumers and stay in business, they must also be able to beat their competition . 

A good travel product must be the right fit for a specific audience and offer something that competitors’ products don’t . Businesses that fail to differentiate their product have higher marketing costs and lower customer conversion rates. They are continually fighting for their place in the market. 

How do you differentiate a tourism product? Start by asking the following questions: 

• How can we be different?
• What are the differentiation factors of my product?
• Why should tourists choose me over the competition?
• What is my value proposition?

Travel market segmentation and customer analysis are one piece of the puzzle. Competitor research is another. Market differentiation requires product developers to constantly monitor other businesses in the market and analyze the audience’s response. What works and what doesn’t?

By carefully monitoring their competition, travel businesses can pinpoint unaddressed customer needs and create a product that offers the solution. This leads to the development of niche markets , which are defined by a singular value proposition that caters to a super-specific audience. There are other ways to differentiate a product in the travel industry. Businesses can attract consumers with competitive prices , special offers , or exceptional quality and service . This also makes data analytics a necessity, especially in regard to understanding competitors’ strongest suits.

Subscribe to our newsletter

Yay you are now subscribed to our newsletter.

Cristóbal Reali, VP of Global Sales at Mize, with over 20 years of experience, has led high-performance teams in major companies in the tourism industry, as well as in the public sector. He has successfully undertaken ventures, including a DMO and technology transformation consulting. In his role at Mize, he stands out not only for his analytical and strategic ability but also for effective leadership. He speaks English, Spanish, Portuguese, and Italian. He holds a degree in Economics from UBA, complementing his professional training at Harvard Business School Online.

Mize is the leading hotel booking optimization solution in the world. With over 170 partners using our fintech products, Mize creates new extra profit for the hotel booking industry using its fully automated proprietary technology and has generated hundreds of millions of dollars in revenue across its suite of products for its partners. Mize was founded in 2016 with its headquarters in Tel Aviv and offices worldwide.

Related Posts

Opening Up to New Markets While Maintaining the Brand 

8 min. Case study of adapting the Mize brand for the East Asia market Making a cultural adjustment  – finding the balance between global and local  The process of growing globally can be very exciting and, at the same time, challenging. Although you are bringing more or less the same products and vision, the way […]

Travel Niche: What It Is, How to Leverage It, Case Studies & More

14 min. Niche travel is one of the few travel sectors that have maintained their pre-COVID market growth. By catering to specific traveler segments, niche travel developed products around adventure travel, eco-tourism, LGBTQ+ travel, and wellness retreats. Take adventure tourism as only one segment of the niche tourism market.  In 2021, it reached 288 billion […]

4 Lessons You Can Learn From the Best Tourism Campaigns

13 min. Businesses in the tourism industry rely heavily on marketing to generate leads and boost conversion rates. Tourism marketing is as old as tourism itself – and it always reflects the destination and service benefits relevant to the current travelers’ needs, wants, and expectations. In other words, tourism campaigns must constantly move forward, and […]

What is a tourism product? Classification of tourism product services

Here at Hanami Hotel Danang , nestled in the heart of this vibrant coastal city, we have come to understand the true essence of what a tourism product is. It is more than just a service; it’s an experience—a tapestry of local culture, meticulous service, and memories waiting to be woven.

What is a tourism product? Classification of tourism product services. Venture with us as we explore the physical and emotional contours of these offerings, understanding their importance in the grand puzzle of travel and human connection.

This exploration is as much a journey for us as it is for you—arousing passion, expanding knowledge, and cementing our shared love for the world’s cultures and the adventures they hold.

What is a tourism product? Definition of tourism product

A tourism product is the elements and services created to meet the needs of tourists during their travels. These are the components and experiences that tourists can purchase or use to enjoy and make the most of their trip.

Tourism products include transportation means such as airplane tickets, train tickets, or bus tickets for tourists to reach their desired destinations. Additionally, there are accommodation services like hotels, resorts, guesthouses, or homestays, providing comfortable and convenient places for tourists to stay.

Tour packages are a popular tourism product, offering a service package for tourists to visit and explore destinations. They often include transportation, accommodation, tour guides, and related tourism activities. Tour guides are also an important service, accompanying tourists and providing information, guidance, and navigation throughout the trip.

Moreover, tourism products also include entertainment and sightseeing activities. Tourists can engage in activities such as nature exploration, historical site visits, enjoying the sea, and outdoor sports activities. Tourism products may also include culinary services, shopping, and visiting entertainment venues.

Components of a tourism product

Having grasped the concept of a tourism product, we will delve into its fundamental components. A tourism product is a complete experience from when a tourist leaves home until they finish their trip. From this, we can infer that the elements constituting a tourism product include:

Transportation

Transportation is an indispensable element of a tourism product. It ensures that tourists have the means to arrive at and move between different destinations during their trip.

The modes of transportation are diverse and varied, including airplanes, trains, buses, bicycles, motorcycles, and even other vehicles such as boats, cruise ships, cable cars, and horse-drawn carriages.

Airplanes are the primary mode of transportation for international or long-distance travel. They offer speed, convenience, and comfort to tourists. Airplanes also enable tourists to overcome long distances and access hard-to-reach destinations that might not be possible with other modes of transport.

Trains are a popular mode of transportation for domestic and international travel. Buses are a flexible and cost-effective option for city and regional travel. Bicycles and motorcycles help tourists save on transportation costs while also providing a more intimate experience with the environment and local community.

Additionally, in certain special cases, other modes of transportation such as boats, cruise ships, cable cars, and horse-drawn carriages may be used.

Boats and cruise ships are suitable for exploring seas, rivers, lakes, and islands. Cable cars offer thrilling sensations and stunning views from above. Horse-drawn carriages provide a traditional and environmentally friendly experience for tourists.

Accommodation Services

The provision of rest and lodging is a crucial part of a tourism product. When traveling, tourists need a safe and comfortable place to rest after their exploratory activities. Accommodations can include various types such as hotels, resorts, guesthouses, rental apartments, homestays, camping sites, and tents.

Hotels are a popular choice for tourists, especially in urban and developed tourist areas. Hotels typically offer a range of services and amenities such as comfortable bedrooms, restaurants, bars, fitness centers, and other facilities like spas and swimming pools.

Hotels can be categorized by star ratings to assess the level of comfort and quality of service. Whether it’s a hotel, resort, guesthouse, rental apartment, homestay, or camping site and tent, tourist accommodations must meet the basic needs of tourists for comfort, safety, and convenience.

Bedrooms should be fully equipped with necessary amenities such as beds, wardrobes, and lighting. Additionally, bathrooms must be clean and include facilities such as showers, bathtubs, sinks, and personal hygiene items.

Moreover, accommodations must also provide other amenities and services such as restaurants, bars, fitness centers, spas, swimming pools, cable TV, internet, and room service. The service staff should also be friendly, professional, and ready to assist tourists throughout their stay.

 Activities and Experiences

Travel is not just about moving to a new location, but it is also an adventure filled with experiences and exciting activities. As tourists embark on their journey, many activities and experiences await them.

One of the most significant experiences in travel is discovering famous tourist landmarks. Tourists can visit large cities and charming small towns, explore the unique architecture of temples, shrines, palaces, and churches, or admire the stunning scenery of dense forests, mountains, rivers, and seas.

Each destination has its own beauty and draws tourists into its historical and cultural story. Beyond exploration, tourists can also participate in entertaining activities.

With beautiful beaches, tourists can dive into the underwater world through activities like scuba diving, windsurfing, sailing, or surfing. Rivers and lakes also invite tourists to go kayaking or enjoy exciting boat trips.

If tourists want to challenge themselves, they can go mountain climbing, hiking, or exploring fascinating caves. These activities not only allow tourists to enjoy the incredible natural beauty but also bring a sense of excitement and satisfaction.

An indispensable part of travel is enjoying local cuisine. Tourists can embark on a culinary adventure, savoring specialty and traditional dishes at restaurants, eateries, and night markets.

Sampling unique foods and immersing oneself in local culinary culture is a wonderful way to gain a deeper understanding of the country and its people.

Guidance and Support Services

Services that provide information, guidance, and support for tourists during their travels are crucial to ensure they have a smooth and memorable trip. First, professional tour guides play an important role in providing information and guidance to tourists.

Customer support services also play a vital role in meeting the needs and requests of tourists. Customer support staff will advise and assist tourists in booking, ticket changes, itinerary information, and answering related queries.

Tourism information is also an essential service to help tourists get the necessary information before and during their trip. Tourist information centers provide tourists with information about tourist sites, destinations, schedules, and activities.

Tourists can learn about famous landmarks, local events, and available entertainment activities. Tourism information also includes tour packages, attraction tickets, and pricing information so tourists can choose and shape their trip.

Food and Culinary Services

In the field of tourism, elements related to culinary services and food play an important role in providing a unique and culturally rich experience for tourists. These services include a range of options such as restaurants, cafes, bars, hotel dining services, or on-site cooking services.

Restaurants are where tourists can enjoy a variety of local signature dishes. Restaurants may serve traditional dishes, local specialties, and international cuisine. By tasting local dishes, tourists have the opportunity to experience and discover the flavors, aromas, and cooking styles characteristic of the destination.

Restaurants can also create a unique space and environment for tourists to enjoy their meal and the culinary atmosphere.

Cafes and bars are also popular spots for tourists to enjoy drinks and light snacks. Cafes typically offer a variety of coffees, from traditional black coffee to special and blended types.

Additionally, cafes may serve other beverages such as tea, fruit juices, and light alcoholic drinks. Bars usually focus on serving alcoholic beverages and provide an entertainment space for tourists.

Classification of tourism products

There are many ways to classify tourism products based on various factors. Below is a common classification based on the main types of tourism products:

Cultural Tourism

This includes exploring historical sites, scenic landmarks, unique architecture, and experiencing the culture of a place. This could involve visiting museums, touring historical sites, attending local cultural festivals and events, and learning about the culture, history, and traditions characteristic of a culture.

Exploring historical sites, scenic landmarks, unique architecture, and experiencing the culture of a place is an important part of the travel experience. Through visiting museums, touring historical sites, attending local cultural festivals and events, and learning about the culture, history, and traditions of a culture, tourists have the opportunity to access the profound and unique aspects of the place they visit.

This not only provides tourists with a great experience but also expands their knowledge and understanding of the world around us.

Nature Tourism

This includes exploring and discovering beautiful natural landmarks and areas such as forests, mountains, seas, lakes, streams, meadows, and national parks. Tourists can engage in activities such as mountain climbing, hiking, fishing, caving, scuba diving, or visiting and enjoying special natural landscapes. Exploring and enjoying beautiful natural landmarks and areas gives tourists unique and unforgettable experiences. Tourists can participate in many activities such as mountain climbing, hiking, fishing, caving, scuba diving, or visiting and enjoying special natural landscapes. Each landmark and area offers its own beauty and unique experience, contributing to making the trip interesting and memorable.

Recreational Tourism

This tourism includes visiting amusement parks, theme parks, zoos, playgrounds, stadiums, casinos, popular shopping venues, and other entertainment activities. Tourists can enjoy games, go on rides, watch performances, and participate in sports and entertainment activities at these locations.

Tourists can enjoy games, participate in sports and entertainment activities at places like amusement parks, theme parks, zoos, playgrounds, stadiums, casinos, and explore popular shopping venues. With the diversity and richness of these activities, tourists can create memorable moments during their trip.

Arts and Culture Tourism

This includes experiencing art and cultural events such as watching art performances, cinema, live music, opera, ballet, visiting art exhibitions, participating in art courses, or engaging in local cultural events.

These artistic and cultural experiences not only bring joy and relaxation but also help tourists discover and understand more about the local culture, history, and artistic development. At the same time, participating in these activities creates opportunities for interaction, connection, and sharing of artistic and cultural passions with other art lovers.

Sports and Adventure Tourism

Activities include mountain climbing, hiking, cycling, wall climbing, caving, surfing, scuba diving, swimming, exploring terrain, camping, and other adventurous activities.

These sports and adventure activities bring excitement, challenge, and discovery to tourists. However, before participating in any activity, tourists should check safety and comply with local regulations to ensure a safe and memorable experience.

Resort and Relaxation Tourism

Enjoy a relaxing holiday at resorts, villas, luxury hotels, or famous beach, mountain, or city destinations. Tourists can enjoy spa services, massages, yoga, swimming, golfing, and participate in recreational activities at the resort.

Enjoying a relaxing holiday at resorts, villas, luxury hotels, or famous destinations provides tourists with an enjoyable and serene experience. From enjoying spa services, yoga, and swimming to playing golf and participating in recreational activities, people can find relaxation and happiness in their vacation.

As we conclude this journey into the intricacies of tourism products, we hope you have gained a deeper appreciation for the myriad experiences and services that come together to create memorable travel moments. Here at Hanami Hotel Danang, our greatest reward is crafting unforgettable memories for our guests against the backdrop of this vibrant coastal city and the alluring Vietnamese culture.

We invite you to become part of this tapestry yourself—allow us to be your guide as you explore lantern-lit streets, discover local delicacies, and find sanctuary in the arms of gentle waves and cherry blossoms in bloom.

Our tailored experiences, meticulous service, and insider knowledge of Danang’s hidden gems await. Contact us at Hanami Hotel Danang or visit hanamihotel.com to begin your journey today.

CONTACT INFORMATION:

• Address: 61-63 Hoang Ke Viem, Bac My An, Ngu Hanh Son, Da Nang
• Phone: 0905432992
• Email: [email protected]
• Website: https://hanamihotel.com
• Google Map: https://g.page/hanamihotel
• Facebook : https://facebook.com/hanamihotel

Bài viết liên quan:

• Dong Dinh Musium – The Memory garden between Da Nang’s Mountains – Hot Spot for Tourism
• DA NANG TOURISM – THE TRANQUIL AND ANCIENT BEAUTY OF HOI AN
• TOP 7 BEST ECO-TOURISM SITES IN DA NANG
• Ngam Doi eco-tourism zone in Danang
• YEN RETREAT IN HOA BAC – DA NANG: BEST PLACE FOR EXPERIENCING ECO-TOURISM IN DA NANG
• CHILLING OUT AT SUOI MO ECO-TOURISM AREA IN DA NANG
• Hoa Bac tourism sector – Get back to nature in Danang
• Da Nang Beach Tourism Season 2023
• Things you don’t know about MICE tourism in Da Nang
• What’s special about the Da Nang Golf Tourism Festival?

About The Author

Lê Thị Kiều Trinh

Hanami đề xuất, bài viết mới nhất.

10 Nhà Xe Tam Kỳ Đà Nẵng Uy Tín và Chất Lượng Nhất

Top 6 Da Nang pet cafes 

TOP 8 Da Nang limousine rental units

Top 7 Da Nang mochi shops are in vogue

Top 10 beautiful box cafes in da nang.

UN Tourism | Bringing the world closer

Competitiveness.

• Market Intelligence
• Policy and Destination Management

Product Development

Share this content.

• Share this article on facebook
• Share this article on twitter
• Share this article on linkedin

As defined by UN Tourism, a Tourism Product is "a combination of tangible and intangible elements, such as natural, cultural and man-made resources, attractions, facilities, services and activities around a specific center of interest which represents the core of the destination marketing mix and creates an overall visitor experience including emotional aspects for the potential customers. A tourism product is priced and sold through distribution channels and it has a life-cycle".

Rural tourism

UN Tourism understands Rural Tourism as "a type of tourism activity in which the visitor’s experience is related to a wide range of products generally linked to nature-based activities, agriculture, rural lifestyle / culture, angling and sightseeing.

Gastronomy and Wine Tourism

As global tourism is on the rise and competition between destinations increases, unique local and regional intangible cultural heritage become increasingly the discerning factor for the attraction of tourists.

Mountain Tourism

Mountain Tourism  is a type of "tourism activity which takes place in a defined and limited geographical space such as hills or mountains with distinctive characteristics and attributes that are inherent to a specific landscape, topography, climate, biodiversity (flora and fauna) and local community. It encompasses a broad range of outdoor leisure and sports activities".

Urban Tourism

According to UN Tourism, Urban Tourism is "a type of tourism activity which takes place in an urban space with its inherent attributes characterized by non-agricultural based economy such as administration, manufacturing, trade and services and by being nodal points of transport. Urban/city destinations offer a broad and heterogeneous range of cultural, architectural, technological, social and natural experiences and products for leisure and business".

Sports Tourism

Tourism and sports are interrelated and complementary. Sports – as a professional, amateur or leisure activity – involves a considerable amount of traveling to play and compete in different destinations and countries. Major sporting events, such as the Olympic Games, football and rugby championships have become powerful tourism attractions in themselves – making a very positive contribution to the tourism image of the host destination.

Shopping Tourism

Shopping Tourism is becoming an increasingly relevant component of the tourism value chain. Shopping has converted into a determinant factor affecting destination choice, an important component of the overall travel experience and, in some cases the prime travel motivation.

• Tourism Management Tutorial
• Tourism Management - Home
• Tourism Basics
• Tourism Management - Introduction
• Tourism Management - Types
• Tourism Management - Terminology
• Tourism Management - Factors
• Tourism Management - Demand
• Tourism Mngmt - Motivation Factors
• Maslow's Pyramid of Motivation
• Consumer Behavior in Tourism
• Tourism Management - Plog's Model
• About Tourism Destinations
• Destination Awareness
• Tourism Management - Milieus
• Tourism Management Destination
• Tools for Destination Management
• Managing Tourism
• Tourism Management - Supply
• Tourism Functional Management
• Business Departments
• Market Segmentation
• Tourism Mngmt - Marketing Mix
• Tourism Mngmt - Products & Services
• Developing Product
• Product Development Phases
• Tourism Impacts, Trends, & Future
• Tourism Management - Impacts
• Tourism Mngmt - Trends & Future
• Tourism Management Resources
• Tourism Management - Quick Guide
• Tourism Management - Resources
• Tourism Management - Discussion
• Selected Reading
• UPSC IAS Exams Notes
• Developer's Best Practices
• Questions and Answers
• Effective Resume Writing
• HR Interview Questions
• Computer Glossary

Products and Services

“Don’t give up and always keep on believing in your product. Because if you don’t, how can you make others believe in it?” − Niels Van Deuren, Founder, housinganywhere.com.

The tourism industry as a whole survives because of various tourism products and services. Tourism industry is flexible. The products of tourism cannot be easily standardized as they are created for the customers of varied interests and demands. As the tourism products are mainly the tourists’ experience, they can be stored only in the tourists’ memories.

Let us understand more about tourism products and services −

Types of Tourism Products

The tourism products are grouped into the following types −

Tourism Oriented Products (TOP)

These are the products and services created primarily for the tourists and also for the locals. These products need a great share of investments in private sector. A few of them are −

• Accommodations; For example, Taj, ITC Hotels.
• Transportation; For example, Owning taxis, luxury buses, and boats.
• Retail Travel Agents
• Tour Operators
• Shopping Centers such as malls
• Cinema Theatres such as PVR
• Restaurants for Food and Beverages
• Tourism Information Centers
• Souvenirs Outlets
• Museums, Temples, Gardens, and Theme parks

Residents Oriented Products (ROP)

Here, the products and services are created mainly for the local residents staying at a particular tourist destination. This category requires investment in public sectors more. Some of them are −

• Public Parks
• Banks and ATMs
• Petrol Pumps
• Postal Service

Intangible Products of Tourism

They include −

Bookings of accommodations, theatres, and at various sites.

Tourists’ experience by visiting a destination, eating at a restaurant, or performing an activity.

Tourists’ memory which is created by storing the details of events and experience on the tour. The high degree of satisfaction or dissatisfaction is often stored as a long term memory.

Transportation of tourists and their luggage from one place to another.

Tour Operator’s Products and Services

To realize the facilities and experience a tourism product offers, service is required by skilled and qualified staff. The tour operator provides the following typical products and services −

Accommodations

The tourist destinations are equipped with different types of accommodations. They cater for tourists’ stay at the destination.

Serviced − This type of accommodation is supported by skilled staff such as housekeepers, drivers, guides, and cooks.

Self-catering − This accommodation offers staying facilities but dining is required to be self-catered. It is equipped with cooking, fuel and facility, some basic supplies such as tea/coffee/sugar sachets, and a drinking water source.

Hotels − Budget rooms to 7* hotels with classy amenities. The hotels contribute a major share of imparting the experience to the tourists by providing best services and amenities.

Guest Houses − Owned by business or government organizations, which can be used by its staff and staff relatives.

Camping Sites − They are open sites often located in areas of lush greenery. They are equipped with clean place to pitch the personal tent, a water supply, and electric supply. Camp sites have common rest rooms.

Reservations

The tour operator is responsible for making reservations for special events or activities the tourists are interested in. At some places, the reservations are required to be done well in advance to avoid last minute hassles. The events or activities such as a music concert or a theatre show, visiting a theme park or a zoo, require people to secure seats or avail entry with prior reservations.

Guided Tours

The tour operators can arrange guided tours. Some qualified staff who can get access to the place, explain the importance of the place, support, and guide the participants through the entire visit. The guide is arranged to accompany the tour participants as a part of tour.

Transport Facilities

These facilities are for travelling from one place to another.

Surface Transport − It includes support of transport by road or water.

Air Transport − This is the support of transport by air, generally given for long distance travel. Many times the tours include a halt of a couple of hours at transit destinations. Today the airports are built and maintained as engaging tourist terminals by providing amenities such as spas, lounges, food joints, bars, and book shops, retail shops for selling authentic local food, clothes, and souvenirs.

Today the Airlines are no more backstage when it comes to caring for their customers. They offer loyalty programs to their customers under Frequent Flyer Program to encourage the customers to travel more and accumulate points and redeem them against travel or rewards.

Dining Facilities

The tour operators can book accommodation that provides dining facilities or it can tie up with the local restaurants which are ready to entertain groups. If the tour package is all inclusive, the tour operator pays for breakfast, lunch, and dinner. If not, the tourists need to pay from their own pocket.

• Market information
• Develop your tourism product
• Share this on:

How to get started developing your tourism product

Whether you are offering guided tours, boat rentals, accommodation or provide river cruises, you are offering services to your customers. For today’s tourists, just a service is not enough. They seek experiences, often even experiences that contribute to their quality of life. This document offers you guidelines to identify your customers’ needs and to develop innovative products, services or experiences that really matter to them.

Contents of this page

• Why develop your product with this method?
• This is what you need before you start
• Get inspired by your (potential) customer (Step 1)
• Make a persona for each type of customer (Step 2)
• Identify the core needs of the customers and the key opportunity areas for your business (Step 3)
• Develop a multitude of ideas for solutions, or new products, services or experiences (Step 4)
• Turn your best ideas into prototypes that can be tested and improved step by step (Step 5)
• Test your prototypes in practice (Step 6)

1. Why develop your product with this method?

The needs of tourists from Europe have evolved over the past few decades. Current tourists are looking for quality service and experiences that really matter to them. To offer quality and experiences that matter to your customers, you need to know them very well, personally. What quality means for some may be different from what it means to others. And an experience that is life-changing for some, may be dull to others. This report teaches you how to get in touch with your customers, how to learn what they really need to boost their quality of life, and how you can design products, services or experiences that really matter. The nice thing is that if you succeed, your customers will share their experiences with their friends and followers, also on social media. In other words: they will promote your product to others. For free!

The current coronavirus crisis has put international travel under pressure . In many countries, tourist arrivals have nearly dropped to zero. It is likely that international tourism will be affected by the COVID-19 crisis for the next couple of years. Several scenarios are possible. The frequent holidays made by Europeans to faraway destinations may decrease and this may turn into less frequent and longer holidays closer to home. The battle for tourist visits may become fiercer. The attention for sustainability may also increase. Europeans might be willing to travel longer distances, but only for a very good reason. To tempt potential tourists from Europe to come to your country, your region or your business, you need to stand out, to understand the traveller well and be super-innovative – more than ever. Amazing stories and experiences may become even more important. As will issues of safety, security and assisting tourists in returning to their home countries.

• Read more on this in our study on how to respond to COVID-19 . This study offers insight into actions you should take immediately, while also providing guidance on long-term decisions.   

The method described in this report is based on the principles of design thinking. It has been employed internationally in all kinds of businesses. To mention a few examples in tourism:

• Destinations like the Bahamas (an example is the One-Stop Online Booking and Immigration Card ).
• Design for All , also referred to as ‘universal design’, to allow access for people with disabilities. You can read more about this in this thesis .  
• Hotels. For example Hyatt Hotels has developed various prototype hotels around the world, which are free from regulation. Another example is The next-generation hotel experience , getting the details right to improve travellers’ stays, and designing a modern work experience for business travellers .
• Visitor attractions, like improving the tourist experience of the Polar Bear Society , a visitor attraction in Norway, or bringing Tourists to a hidden coastal gem .
• Travel and transport. Examples are pioneering a car-sharing service and developing a customer strategy for public transport in Oslo.
• Restaurants, like creating a fresh and modern take on the Indian culinary experience .
• Organisation and development. An example is turning a historic music college into a collaborative learning platform .
• Tourism-related services. An example is the mobile visitor centre in Saint Paul, Minnesota. Another example is to ‘design of waste out of the food system’, taking place in a collaboration between hotels, food banks, foundations, and entrepreneurs to fight food waste .  

2. This is what you need before you start

The procedure described below is not difficult. To follow the steps, it helps to have a few basic tools – but only if you already have them) – since it is the idea of how you are doing this that is important .

• Lots of sticky notes (Post-its)
• Sheets of flipchart paper

In product development, we try to find a match between the needs of the European market and any of your local situation and business resources that might entail certain limitations. The following tips are related to this.

• Where possible, engage your customers to build a personal relationship and to get to know them well.
• If you find it difficult to engage with customers from a different culture or find it difficult to understand them, try to work with local partners who can serve as intermediaries (such as tour operators in source countries) with the guests or act as interpreter.
• Involve others working in your business or in other businesses in the community where you live, people working in education, or other people with an open and positive mind. This will make it more fun and rewarding. It will also contribute to the quality of the work.
• To work through the process described below, you may want to ask support from a local CBI coach and or an intern from a university abroad, for example via SAVE tourism .

Below, the steps are described to help you to develop innovative products and services for new and existing customers. Staying tuned with the market is an ongoing process. The outcomes of each step are illustrated in Figure 1.

3. Get inspired by your (potential) customer (Step 1)

You can only create meaningful products, services and experiences for your customers if you truly understand them. So try to understand the situations and experiences that are or might be meaningful to them. If you do not have any customers yet, or are looking for new customers, you need to get your inspiration from existing market intelligence (step 1a). If you already have customers, you can use these customers as a source of inspiration (step 1b).

a. Get inspired by potential customers

The largest share of potential customers doesn’t know you or your product offering, or perhaps even the destination. So you have to draw their attention by offering products and services that matter. What do you need to do to make a start?

• Get access to market intelligence reports of the European market. Subscribe to free newsletters or blogs of market intelligence institutions, such as UNWTO , WTTC , Global Sustainable Tourism Council or IATA . Read the annual UNWTO publications , such as Tourism Highlights and World Tourism Barometer .
• Review and read the market intelligence information provided by CBI . This webpage gives access to a CBI trend report and promising market segments and target groups on the European market.
• These sources will help you to identify important (emerging) trends and markets in Europe on a regular basis.
• Try to identify a few target groups or niches that may feel attracted to your business.

b. Get inspired by existing customers

When customers make use of your service business they could also inspire you to make new products. This means that you would need to involve them in the development process. Do not ask them what they want (as they may not know) with a questionnaire, but try to get an idea of the needs they have in a different way.

There are three nice alternative methods you could use, although there are other methods available as well, such as the ones in Ideo’s free Human Centered Design Toolkit . The first time you do so, it might make you feel uneasy to approach a customer. However, always remember that communication with them is key in developing a better product or service.

• It is your duty as an entrepreneur to look after your customers. So you can see it as part of your job to observe your customers during different phases of their customer journey and to learn to understand this customer journey through their eyes. Such observation should be done discreetly and quietly, so as not to disturb or annoy them while enjoying their holiday or business trip. It gives you insights into what they think, what they do, how they interact with others, and what they dream and wish for. While you observe your customers, you can also make notes. Afterwards, you need to find a moment that suits your customer to share your observations in an informal setting, and ask questions about things you did not expect, did not understand, or what they found appropriate. Again, make notes!
• You may also ask your customers whether they would like to help you with improving your services. Ask your customers to take photographs . You could also ask your customers to document their customer journey with a camera and to take pictures of what they consider appropriate products or services. When they give you the pictures, ask them whether there is a suitable moment for them to share some thoughts about these. When you discuss them, do not forget to make notes. Do not insist if a person does not want to cooperate, but try others instead.
• The third approach also requires asking your customers for help in making your services more appealing to them. Ask your customers whether they are willing to take a number of ‘memory cards’ along with them while using your product or service. These cards have to be printed by you beforehand in a kind of postcard format (such as in Figure 2). Ask your customers to fill in a card each time they experience something they did not expect, or which they find very positive or negative. Ask them to return the cards to you by the end of each day or when they leave. If they are open to doing so, ask them whether they have time to share their thoughts with you. If so, be sure you make notes.
• Download and make use of the print version of the ‘memory card as shown in Figure 2.

A useful way to describe an individual customer is by using a puppet template. A puppet template is a simple picture of a single customer surrounded by clouds, words bubbles and icons, such as illustrated in Figure 3. Ideally you would make a puppet template together with a customer. This shows that you are open and willing to build a personal relationship with them. A good moment is when you have the chat about the observations, the photographs that they took, or the memory cards that they filled in. During this conversation you could also talk about the person’s age, where they come from, their work, what they do in their daily life, their main interests in life, their worries, their wishes and dreams, or their preferences in tourism. This generates a lot of relevant background information. Take notes! Each customer you talk with gets a separate puppet template.

You will end up with a number of puppet templates. Review the puppet templates and take a closer look at each one. What do you see? You will probably discover that some of the templates are similar to one another. This means that you have already started to understand your customers a little better! Now, group together the puppet templates that show similarities. Each group represents a type of tourist that makes use of your business .

• Involve people in your business or community to assist you with understanding the language or the culture of the customer.
• They may help you with making puppet templates and with grouping the templates into types of tourists.
• Download and use of the print version of the puppet template shown in Figure 3.

4. Make a persona for each type of customer (Step 2)

In the previous step, you grouped the puppet templates with similarities together. Each group represents a type of tourist who could be attracted to your business. Now the challenge is to turn each type of tourist into a market description. You will do this in the form of a so-called persona: one persona for each type of tourist. You might end up with 4-8 personas. You may need to go back to the market intelligence and the puppet templates in step 1 for detailed information. A persona describes each tourist profile, point for point. It would be nice to add a quote on each persona to bring them to life.

A persona includes:

• List of ages & countries or origin
• List of work and ambitions
• Details about personal lives
• List of main interests
• List of wishes, preferences and dreams
• You may want to add photographs (for example from magazines) and quotes that characterise the type of customer
• Key locations they went to
• Alone? Or with whom?
• What did they like and what not?
• Which emotions did they show?
• Key issues, needs, dilemma’s

Most organisations have their own template. The Interacting Design Foundation explains the use of personas in a video . In the figures below, you will find a few examples with different levels of detail and a different style. You can put each persona on a different flipchart sheet.

5. Identify the core needs of the customers and the key opportunity areas for your business (Step 3)

Now you need to identify the most prominent needs, hurdles, issues or disappointments of each type of customer (persona).

• What would be remarkable events and experiences for that persona? What were remarkable events and experiences for that persona?
• What would be stunning likes for that persona? What were stunning likes for that persona?
• What would be striking issues, hurdles, disappointments, wishes or needs for that persona? What were striking issues, hurdles, disappointments, wishes or needs for that persona?
• You may need to go back to the market intelligence and puppet templates in step 1 for possible answers.
• Write each possible answer on a separate sticky note no matter from which persona. Try to get at least 25 sticky notes in total. More would be even better.
• When you are finished, group the Post-its together into areas of which you think they could have a positive impact on your customers’ experiences. Label each grouping of Post-its with a short telegram-style sentence that identifies the impact area . You could write these labels on a Post-it. A label could be, for example: “customers need more personal attention during the excursion”, “customers like to enjoy local cuisine”, or “customers need to be able to connect online”.
• Finally, turn each label into a positive opportunity for your business, also known as an opportunity area , and write it on another Post-it that you put at the top of the label. The header could be for example: “much personal attention during excursion”, “provide local cuisine to the customer”, “adequate Wi-Fi network”.
• Try to do this step with your team or with people from the community.

Now you have created opportunity areas for your business! It would be great if you were able to end up with anywhere between two to five such opportunity areas.

6. Develop a multitude of ideas for solutions, or new products, services or experiences (Step 4)

During the previous steps you started with collecting a lot of information that, step by step, you worked into just a few opportunity areas for your business. Now we will try to generate ideas for new products, services or experiences that matter to your customers for each opportunity area. Ideally, you should take this step together with colleagues in your business (not just senior staff!). If you think it is outside the range of your core business, you may also want to involve other businesses in your community.

For a long-term benefit, you first need lots of ideas to get a single good one. This one idea should be innovative and really different from the others. It might be a completely new solution to a problem customers did not even know they had. Do not be satisfied with an obvious solution!

How does it work?

Brainstorm for each opportunity area

Write out each idea on separate Post-its

Sort and group/cluster the ideas that you wrote down

• Brainstorm for each opportunity area that you created in the previous step. Come up with as many ideas as possible. Try to think of weird solutions, products, services or experiences. Never worry whether ideas are right, wrong, absurd or obvious. That hampers your creative flow of thoughts. If you do it with your team you might end up with dozens of ideas.
• Write each idea on a separate Post-it . If it helps you to understand it better, you can make a drawing of what you have in mind.
• Next, sort and group the ideas that you wrote down . Put the bad ideas to the side. Group the ideas that go well together into clusters. Give each cluster a label that tells you what the overarching idea is that the cluster is about. Brainstorming for the opportunity area “provide local cuisine to the customer” could lead to the following labels (Figure 5): start our own restaurant; authentic design of the restaurant; involve local farmers; kitchen staff recruitment and training programme; sustainable waste treatment.
• If you take a closer look at the clusters with the labels, you might get ideas about more details. You can write these down on additional Post-its. For example, once you have made a cluster with the label ‘waste treatment’, you may add other ideas: the name of a certification programme you would like to comply with; how you want to adhere to the certification programme; aspects of how you organise the waste flow in the restaurant and kitchen; communication of the certification with the customers, etc. So the labels give you inspiration to add to the clusters to make these more specific.

You will end up with a shortlist of your best ideas for solutions: new products, new services or new experiences. It is a good idea to show the ideas to some of your customers for feedback. In the case of Figure 6, you would end up with the following products and services: authentically designed restaurant (product); strengthened involvement with the community (service and products); collaboration with regional/national educational institutions to train qualified kitchen staff to be skilled at cooking, but to also always pay attention to hygiene rules; a certified waste treatment service.

7. Turn your best ideas into prototypes that can be tested and improved step by step (Step 5)

Now is the time to create a first design for the ideas for new products or services that you have created. We call this a prototype . If you make such a detailed design, this will help you to understand your idea better, but also to determine whether you have the resources to implement it, and whether there are any unforeseen challenges or consequences. These things are important for long-term success.

• Select the ideas that could upgrade one of your business’s current products or services or be integrated with such a product or service. These ideas will probably be the easiest to develop because they fit best with your everyday work.
• For each of the products or services that you selected, make a detailed description of how you want it to be designed. We call this a prototype of your product or service.

How do you make a prototype?

• Take a large piece of paper, such as a flipchart sheet, for each of your innovative ideas.
• Draw a cross on each sheet in order to divide it into four quarters. Each quarter is dedicated to one building block of your product or service idea, as illustrated in Figure 5.
• Describe and visualise what each building block would look like according to you. Put your description into a few sentences. Also use a few sketches, drawings and/or cartoons. You can use simple shapes, because the quality of the sketch is not so important at this stage.

• Start with the name.
• Write down the persona(s) who would feel attracted to the product because it matches their needs. You need to go back to the steps you completed earlier.
• Write down an appealing story about your new product or service that can be communicated with the European market. If you have a website, you can put the name and story of your new product/service there.

Each sheet that you have finished is a prototype of the ideas that you have created for innovations for your business. These are ready to be tested, like the prototype of a new car or airplane that is tested in a wind tunnel.

Never worry that your prototype is incomplete or indistinguishable from the final product that you have in mind. This will be dealt with later in the process.

8. Test your prototypes in practice (Step 6)

The final step is to put your innovative idea into practice and offer it to your customers as you have described and visualised it in your prototype. It is a process of learning by doing. You get feedback from your customers on what worked and what did not. Based on this feedback, you then create a new and improved version of your product, service or experience. Then you once again get feedback and make more improvements. In this way, your product or service will improve step by step.

• Do not expect immediate success but accept that you can make mistakes now that otherwise would cost you a lot of money later on.
• See it as a learning process. Be open to the feedback and do not defend your prototype if the users are less positive than you expected. Try to get as much feedback and suggestions for improvement as possible.
• Try to put some speed and efficiency in this phase. This will help you with moving quickly from prototype to putting it to the test, to gathering feedback, and then to making a better version of your product or service.
• Never forget that new trends and new markets will arise. This means that your customer and the needs of your customers may change over the years. This is why you need to restart at step 1 every few years to stay tuned to the needs of the market.

This study was carried out on behalf of CBI by   Molgo  and  ETFI .

Please review our market information disclaimer .

Enter search terms to find market research

Do you have questions about this research?

Ask your question

Webinar recording

29 September 2020

Related research

• What is the demand for outbound tourism on the European market?
• What trends offer opportunities or pose threats on the European outbound tourism market?
• What are the requirements for tourism services in the European market?
• (opens in a new tab) X
• (opens in a new tab) Facebook
• (opens in a new tab) LinkedIn

• Our Structure
• Annual Reports
• Climate Action Plan
• Full Members
• Associate Members
• Cooperation with the EU
• Procurement
• Publications
• Visual Content
• Market Intelligence Group
• Overseas Chapters
• Digital Channels
• Marketing Group
• Europe’s Competitiveness
• Sustainable and Green Transition
• Technological Acceleration
• Destination Management
• Chapter Earth
• Press Centre

More results...

Handbook on Tourism Product Development

Publication date: Oct 2011

Language: English

Tourism products are the basis for a destinations tourism sector operation: unless the tourism product meets the needs and expectations of tourists, the destination cannot realise its full potential. However, only few destinations focus their attention on the development and delivery of the various attractions and activities that make up the tourism product.

The UNWTO/ETC Handbook on Tourism Product Development outlines the essential elements in the process of tourism product development planning and implementation, e.g. coordination, consultation, collaboration co-opetition. It illustrates these principles through a range of successful approaches and case studies from around the world and sets out best practice examples and benchmarks by which destinations can assess their own product development system and methods.

Executive Summary

Table of contents.

What are five examples of tourism products and services?

1. accommodation:, 2. transportation:, 3. guided tours:, 4. entertainment and recreation:, 5. souvenirs and local products:, 1. how do i choose the right accommodation for my trip, 2. are guided tours worth it, 3. what are some popular recreational activities for tourists, 4. how should i travel within a destination, 5. how can i support local communities through tourism, 6. are there any eco-friendly tourism options available, 7. how can i find authentic local experiences while traveling, 8. are there any cultural etiquette guidelines i should follow during my travels, 9. how can i ensure my safety while traveling, 10. are there any travel insurance options available, 11. how can i maximize my travel budget, 12. is it necessary to tip service providers in the tourism industry, what are five examples of tourism products and services.

Tourism products and services refer to the various offerings and experiences available to tourists when they travel to different destinations. These can range from tangible products like accommodation and transportation to intangible services such as guided tours and entertainment. Here are five examples of tourism products and services that travelers often encounter:

Accommodation is a crucial component of any tourism experience. This includes hotels, resorts, hostels, vacation rentals, and even camping grounds. A diverse range of accommodation options cater to various traveler preferences and budgets. Whether it’s a luxury hotel with all the amenities or a cozy bed and breakfast, the quality of accommodation can greatly impact a traveler’s overall experience.

Quality accommodation ensures comfort, safety, and convenience, offering travelers a place to relax and rejuvenate after a day of exploration. These establishments aim to provide a home away from home, offering services such as concierge, room service, and housekeeping. The variety of accommodation options available enables travelers to choose based on their personal preferences, travel itinerary, and budget.

Transportation is another vital aspect of tourism products and services. It involves the movement of travelers from their point of origin to their chosen destination and vice versa. This includes air travel, train journeys, cruises, car rentals, and public transportation systems. Efficient and reliable transportation networks are essential for smooth travel experiences and help connect destinations globally.

Whether it’s a flight to an exotic beach destination or a train ride through picturesque countryside, transportation options play a significant role in shaping a traveler’s journey. Convenience, affordability, safety, and accessibility are key factors that travelers consider when selecting transportation services.

Guided tours provide travelers with an opportunity to explore and discover destinations with the assistance of knowledgeable guides. These tours can focus on a specific attraction, historical site, cultural experience, or natural landscape. Guided tours can be conducted on foot, by bus, or even through specialized modes like safari jeeps or boats.

Professional tour guides enhance the visitor’s experience by providing insightful information, local anecdotes, and historical context. They navigate through popular sights, hidden gems, and local neighborhoods, ensuring that travelers make the most of their time and gain a deeper understanding of the destination. Guided tours offer convenience, expertise, and the chance to connect with fellow travelers from around the world.

Entertainment and recreational activities play a crucial role in enriching tourism experiences. These include cultural performances, theme parks, adventure sports, wildlife encounters, and leisure facilities like spas, shopping centers, and restaurants. Entertainment options cater to diverse interests, fostering engagement and enjoyment among travelers of all ages.

Cultural performances such as traditional dances, music concerts, and theater shows showcase a destination’s unique heritage and art forms. Thrill-seekers can indulge in adventure sports like bungee jumping, zip-lining, or scuba diving. Wildlife enthusiasts can go on safari tours or visit animal sanctuaries. Additionally, relaxation and wellness activities like spa treatments and yoga classes contribute to a well-rounded tourism experience.

Souvenirs and local products act as tangible reminders of a traveler’s journey and help support local economies. These can include handicrafts, artwork, textiles, local delicacies, and traditional goods unique to the destination. Souvenir shops, cultural markets, and local artisans provide opportunities for tourists to purchase and take home meaningful mementos.

By purchasing souvenirs and supporting local products, travelers contribute directly to the social and economic well-being of the communities they visit. These products, often handmade or locally sourced, reflect the destination’s cultural identity and offer travelers a chance to bring a piece of their travel experience back home.

Frequently Asked Questions about Tourism Products and Services

Choosing the right accommodation depends on several factors such as budget, location, amenities, and personal preferences. Researching online, reading reviews, and considering the proximity to attractions can help you make an informed decision.

Guided tours can greatly enhance your travel experience by providing expert knowledge, convenience, and access to exclusive attractions. However, if you prefer a more independent and flexible itinerary, self-guided exploration may be a better option.

Popular recreational activities for tourists include sightseeing, hiking, snorkeling, visiting museums, exploring local markets, attending cultural performances, and trying local cuisine.

The mode of transportation within a destination depends on factors like distance, infrastructure, and personal preference. Public transportation, rental cars, taxis, or walking are common options. It’s advisable to research and plan ahead to determine the most suitable transportation method.

Support local communities by purchasing locally made products, dining at local restaurants, staying in locally owned accommodations, and engaging in sustainable tourism practices. This helps ensure that the economic benefits of tourism reach the local population.

Yes, there are numerous eco-friendly tourism options available that focus on minimizing the negative impact on the environment and promoting sustainable practices. These include eco-lodges, nature tours, wildlife conservation programs, and responsible tour operators.

To find authentic local experiences, it’s beneficial to interact with locals, explore off-the-beaten-path areas, eat at local eateries, participate in cultural activities, and seek recommendations from reliable sources such as local tourism boards or trusted travel blogs.

Respecting local customs and traditions is important when traveling. Researching and adhering to cultural etiquette, such as appropriate clothing, greetings, and behavior, shows respect for the local culture and enhances your interactions with the locals.

Ensuring safety while traveling includes taking precautions such as researching on destinations, carrying necessary documents and emergency contacts, being aware of your surroundings, using reliable transportation services, and following local laws and regulations.

Yes, there are various travel insurance options available that provide coverage for unexpected events such as trip cancellations, medical emergencies, lost luggage, or flight delays. It’s advisable to research and choose a policy that suits your needs and travel plans.

To maximize your travel budget, consider planning and booking in advance, looking for deals and discounts, opting for off-peak seasons, using public transportation, and researching affordable dining and accommodation options.

Tipping practices vary across destinations. In some countries, tipping is customary and expected, while in others, it may not be common. Researching the local customs and norms regarding tipping is advisable to ensure appropriate and respectful behavior.

About The Author

Mary Wright

Leave a comment cancel reply.

Your email address will not be published. Required fields are marked *

Save my name, email, and website in this browser for the next time I comment.

Tourism Product Life Cycle

Tourism Product Life Cycle : The Product in Tourism Industry is different as tourism industry is a service industry. It provides products that are nothing but experience and services. The service product refers to an activity or a set of activities that a marketer offers to perform, resulting in satisfaction of a need of the customer or the target market in return of money. Products that fulfil all the pleasure, leisure or business requirements and wants of tourist at places other than their own place of origin are called as tourism products.

A product in tourism can be either a tangible item or Intangible item. Tangible item such as a comfortable seat in Bus, Train or aircraft or the food served in a restaurant or aircraft and Intangible item such as the quality of services provided by an Aircraft or scenic beauty at a hill Station. So, we can say that in almost all the cases, the tourism product is a mix or blend of both intangible and tangible items. This combination of different components results in giving the tourist the total travel experience and satisfaction. 

Also read Tourism

Philip Kotler (Kotler and Keller 2006) defines the concept ‘service’ as a product from marketing viewpoint. “A service is any action or performance that one party offers to another that is importantly intangible and does not result in the ownership of anything. Its production might or may not be tied to a physical product”. 

Meaning of tourism Product life cycle

Tourism product is a group of various components and elements which are combined together to satisfy the needs and wants of the consumers. The product in tourism industry is the complete experience of the tourist from the point of origin to the destination point and back to the origin point. The product in Tourism may be defined as the ‘sum total of physical and psychological satisfaction it provides to the tourist from the origin point to the destination and during their travelling route’.

The raw material in tourism industry is the natural beauty, Climate, History, Culture and people of the destination and some other important elements are the existing facilities or the infrastructure such as water supply, electricity, roads, transport, communication, services and other ancillary services. If any of these elements get missing, then it will completely destroy the whole experience of the tourist. Tourism products are offered in the market with some cost i.e. money. A Product could therefore be defined by its three characteristic: 

• The product must be offered
• It should satisfy some need or needs of the customers 
• It should be exchanged for some value 

So, we can say that if the Tourism Product i.e. the sum total of a country’s tourist attractions, transport systems, hospitality , entertainment, and infrastructure is well designed and developed and then offered to the tourist this will ultimately result in consumer satisfaction. These are nothing but various services offered to the tourists, and falls under the category of service product. Tourism product is the prime reason for tourist to choose a destination. Tourism product helps in earning revenue for the destination. So all the tourism product should be properly preserved and promoted

Tourism product life Cycle  

Tourism destinations are dynamic in nature. The destination is a gathering of products. Destinations like product’s experience life cycles. The concept “Tourism Product life cycle” is used to explain the development of a particular destination and the succeeding levels they go through over time to time. In tourism and tourism related businesses, achievement means knowing this whole procedure.

The theory of Tourism product life cycle has the potential to be put into practice while planning for tourist destinations. This idea provides clear picture for understanding the process of change within tourist destinations. It provides a tool to conceptually predict the long term difference so that policies and plans could be evolved for proper land use, economic development and marketing without harming environment.

Various models were made from time to time that examine the evolution of destinations, although mostly are just descriptive. With the exposure of mass tourism, a larger number of researchers have suggested evolutionary models in which the concept represents additional stages of destination such as saturation and decline. This contributes on the belief that all the tourism destinations go through some stages. As a result any kind of tourist product has to cross several phases which are known as Tourism Product life cycle.

The following stages of product life cycle are explained considering “destination” as a tourism product, as without a destination tourism cannot take place and is one of the most important tourism product. 

I. Exploration Stage: 

It is the first stage of tourism product life cycle. In this stage new tourism products are discovered and introduced. Small number of visitors start coming to the unspoiled destination. Mostly they are the adventure seeker and nature lovers start travelling to the unexplored destination with the aim to experience different types of activities and adventure.

Tourist those who are searching for different varieties in their vacation may find a places which are special on the basis of its natural beauty, traditions, history, landscape and culture. At this stage there will be no or limited tourist services accessible. Since there is no awareness about tourism and its benefits so there is no involvement of local people in tourist money making activities. There is very less social and economic impact because tourists are very few and facilities available are not so good and no proper infrastructure is developed for the purpose of tourism activities.  

Also read Tourism Product Concept

II. Involvement Stage:

This is the second stage of tourism product life cycle. In this stage the number of visitors starts increasing gradually and the host community of that destination starts knowing about the growth in the movement to their place/destination. And further these hosts start getting engaged themselves in tourism related activities. Even the local authorities also start participating in the tourism related activities.

Local communities also start setting up their own business to provide various tourist related services and facilities such as accommodation, meals, guides services, and transportation. Involvement in these tourist activities also improve the quality of life for the locals and also create job opportunities. And also helps the local community to earn money and fulfil their wants and desires. Thus tourist destination starts emerging and good infrastructure is built and developed. Marketing, advertising and publicity is commenced in this stage.

Since locals start involving themselves in the tourism activities, they learn about different natural resources in their surroundings and also knows about the value of their culture and traditions. Through involvement activities awareness for environment protection also starts increasing.

Involvement of the local community also help to improve their basic needs like Hygienic food, Health and Medical facilities, education etc. there is also improvement in the number of people’s involvement in different activities and job opportunities starts to rise or increase. This increase participation and job opportunities help to improve the economic and social structure of that particular destination. This is the stage when locals start to identify opportunities for business or start-ups and scope for growth certainly rises. By the name of involvement locals start to use their culture and traditions as tourism products. For attracting more number of tourists and which further tends to create USPs and improvement in the destination image.

III. Development Stage:

Development stage is the third stage of tourism product life cycle. Where the number of tourists arrivals are much higher from the previous stage. And at this point foreign investment is attracted to the destination due to commencement of a well-defined tourism market. Therefore international hotel chains, food units and entertainment facilities starts taking interest in the destination and set up their business with the aim of providing world class facilities and earn profits out of the destination.

Many Big companies start investing in tourist services at the destination by seeing the emerging potential of the area. Development rate starts increasing which further improves the quality of life for the local communities, accessibility of the destination is improved. Marketing & advertising becomes prime intensive. Modernized infrastructure is built. Natural and Man-made attractions are developed for tourist.

Also read Travel Agents and Tour Operators

Equal involvement of Government, locals and private players can be seen in this stage. This also helps in attracting more and more number of tourist and large number of jobs for local community are created. At this stage marketing and promotional campaigns activities usually play an important role as the destination starts to become favorites for many travellers.

Various efforts are made by various stakeholders for the growth of the destination and increase tourist movement to the given destination. At this stage there is a huge scope for job opportunities in different sectors and for investment in the tourism related businesses. Development stage also boost the economy of the destination and helps in creating foreign exchange for the growth of the nation.

IV. Consolidation Stage:

This is the fourth stage of tourism product life cycle. In this stage the local economy is likely controlled by tourism activities. In this stage, the local community starts earning good amount of financial resources which helps in improving the quality of life for the hosts. The local economy in this stage becomes dependent on tourism activities. The tourist volume at the destination is continuously increasing. Promotional and marketing efforts are increased to attract more visitors towards the destination.

You can read more on travel motivation

Tourist services are provided by both the national and international suppliers/companies. Slowly the destination starts to lose the appeal as the products offered here starts to get outdated and negative impacts of tourism activities can be seen on the destination, its natural beauty, its natural resources and environment, on the society, on the attractions and so on. If proper steps and policies are formed at this stage the life of the destination can be increased for a longer period of time and the destination can sustain for the forthcoming generations.

At this stage proper implementation of the planned policies needs to be applied and preservation of the destination and its resources can be done. In this stage the local communities also start to shift from other industries or activities like farming and fishing, which results in suffering of these industries. The older infrastructure like buildings are converted into lodging units like heritage hotels, guest house or homestays. Therefore some of the old buildings also loose there unique characteristics or charm or become unattractive and a lower client base might result.

V. Stagnation Stage:  

This is the fifth stage of tourism product life cycle. In this stage the carrying capacity of the destination reaches to its last limit or is exceeded. Which finally results in economic , social, cultural and environmental problems. Artificial attractions starts to replace the natural or cultural Attractions and the destination becomes more fashionable. This will result in loss of original features of the destination which means that the Destination has started losing its charm and USPs. And there is a gradual fall or decrease in the number of tourists visiting that particular destination.

Also there is an increase in the competition from other competitors, loss of authentic and original features and rowdiness may arise. Which further results into decline in the level of tourist visits and local businesses and services are effected to large extents?  For example: If the destination is a beach and it is now very crowed and full of garbage and rubbish, this will certainly stop the growth of the destination. Strong decisions need to take at this point of time otherwise, the number of tourist visiting the destination will start declining and this will affect the local business and services. Which would finally impact the economy, society and the present environment of the destination.

VI. Decline or Rejuvenation Stage:   

This is the final and Sixth stage of Tourism product life cycle. From the point of stagnation onwards there are two types of possibilities i.e. Decline in the tourist movement or rejuvenation means re-growth or re-introduction of the destination with new tourism products like attractions and other tourist facilities.

There can be slow or rapid decline of a particular destination. Visitor’s number will start falling or decreasing and regular visitors are replaced by tourists looking for a affordable/cheap vacation or trip. The movement of tourists starts to shift and tourists are attracted to new and beautiful destinations. The destination becomes a tourism slum or finds itself devoid of tourism activity altogether.

Since there is a rapid fall in the number of tourists at the destination as there are more negative impacts that can be seen on the destination. And the attractions starts to completely loose its charm and USPs. Problems like high pricing, overcrowding, environmental pollution, political instability, high crime rates and overrated attractions are some of the major reasons for decline and stagnation of tourist arrivals at a particular destination. Which results to fall in the number of tourists visiting the destination and the destination certainly declines or fall.

Rejuvenation is a reasonable change and establishment of the resources base. Large number of investments is done by private companies or by government, or by both for the transformation of the destination and starts to introduce new tourism product line. As they also start to create a new set of artificial attractions within the original destination to boost its popularity and attract more tourists.

Previously unexploited natural resources are also utilized. This will ultimately lead to the beginning of another cycle. The reason for rejuvenation of a destination are proper research and analysis on product development, right steps by the local administration, identifying new areas for development, creation of world class infrastructure etc.  Otherwise, a permanent decline of the destination will sets in. 

You Might Also Like

US Top 40 Airports with IATA Codes

Syllabus Paper -II Tourism Administration and Management

Role and Importance of Information Technology in Aviation industry

Product management for Travel and Tourism

If you're looking to excel in the travel and tourism industry, understanding product management is essential.

Travel and tourism is a constantly evolving industry where the competition is fierce, and the demands of customers are ever-changing. With so much competition in the market, it's critical for businesses in this industry to have an effective product management strategy in place. In this article, we'll explore the ins and outs of product management for the travel and tourism industry, covering everything from defining product management to the key components of travel and tourism products.

Understanding Product Management in Travel and Tourism

Before diving into the specifics of product management for travel and tourism, it's essential to understand what product management is all about. Product management can be defined as the process of conceptualizing, strategizing, planning, and executing the development, marketing, and delivery of products and services to customers. Product management is all about meeting customer needs and creating solutions that help them fulfill their goals and objectives.

Product management is a vital aspect of any business, and it is particularly important in the travel and tourism industry. The travel and tourism industry is highly competitive, and businesses need to create compelling products and services that stand out from the crowd. Product management helps businesses in the travel and tourism industry to create products and services that meet the needs of customers while also achieving business objectives such as profitability and growth.

Defining Product Management

Product management is a complex and multifaceted business discipline that encompasses a range of essential activities. Market research and analysis are critical components of product management. Market research helps businesses to understand customer needs and preferences and to identify opportunities for new products and services. Product development is another critical component of product management. Product development involves creating new products and services that meet customer needs and preferences.

Pricing and revenue management are also essential components of product management. Pricing strategies can have a significant impact on the success of a product or service. Businesses need to develop pricing strategies that are competitive and that offer customers a unique value proposition. Revenue management involves optimizing revenue streams by adjusting prices and availability based on demand.

The Role of a Product Manager in Travel and Tourism

The product manager plays a crucial role in product management in the travel and tourism industry. The product manager is responsible for overseeing the entire lifecycle of a product, from ideation to launch and beyond. This includes conducting market research to identify customer needs and preferences, defining the product strategy, collaborating with internal teams such as marketing and sales, and working with external suppliers and partners.

The product manager is also responsible for ensuring that the product meets the needs of customers and achieves business objectives such as profitability and growth. This involves monitoring the performance of the product and making adjustments as necessary to ensure that it continues to meet customer needs and remains competitive in the marketplace.

Key Components of Travel and Tourism Products

Travel and tourism products are a combination of physical goods, such as transportation and accommodations, and services such as tours, activities, and experiences. To create a marketable product, businesses in travel and tourism need to develop products that resonate with customers, meet their needs, offer a unique value proposition, and differentiate themselves from competitors.

Quality is a critical component of travel and tourism products. Customers expect high-quality products and services, and businesses need to deliver products and services that meet or exceed customer expectations. Convenience is another essential component of travel and tourism products. Customers want products and services that are easy to use and that make their travel experiences more enjoyable.

Accessibility is also critical in the travel and tourism industry. Customers want products and services that are accessible and that meet their needs. Businesses need to develop products and services that are accessible to all customers, including those with disabilities. Affordability is also important in the travel and tourism industry. Customers want products and services that offer good value for money.

Safety is another critical component of travel and tourism products. Customers want products and services that are safe and that provide a secure travel experience. Businesses need to ensure that their products and services meet safety standards and that they take steps to minimize risks and hazards.

In conclusion, product management is a vital aspect of the travel and tourism industry. Businesses in this industry need to develop products and services that meet the needs of customers while also achieving business objectives such as profitability and growth. The product manager plays a crucial role in product management, overseeing the entire lifecycle of a product, from ideation to launch and beyond.

Market Research and Analysis

Market research and analysis are critical components of product management in the travel and tourism industry. It involves gathering and analyzing data to identify target markets, analyze competitors, and understand customer needs and preferences. By conducting market research and analysis, businesses can develop products that align with customer needs and preferences while offering a unique value proposition and competitive advantage.

Identifying Target Markets

Target markets can be defined as specific groups of customers that a business wants to target through its products and services. In travel and tourism, target markets can be segmented based on several factors, such as age, gender, income level, travel preferences, leisure activity interests, and travel behavior. For instance, a travel company may target millennials who prefer adventure travel, while another may focus on baby boomers who prefer luxury travel.

By identifying target markets, businesses can tailor their products and services to meet the specific needs and preferences of their target customers. This can help them to create more effective marketing strategies, improve customer satisfaction, and increase revenue.

Analyzing Competitors

Competitor analysis is essential in identifying the strengths and weaknesses of competitors in the travel and tourism industry. By analyzing competitors, businesses can find ways to differentiate their products, identify gaps in the market, and create more effective marketing strategies.

For instance, a travel company may analyze its competitors' pricing strategies, marketing campaigns, product features, and customer reviews. This can help the company to identify areas where it can improve its products and services and gain a competitive advantage.

Understanding Customer Needs and Preferences

Understanding customer needs and preferences is crucial in developing travel and tourism products that meet customer needs and deliver a great customer experience. By conducting customer research through surveys, focus groups, and other techniques, businesses can gain valuable insights into customer behavior, preferences, and expectations.

For instance, a travel company may conduct surveys to understand its customers' preferred travel destinations, accommodation options, activities, and budgets. This can help the company to develop products that meet its customers' needs and preferences and deliver a personalized customer experience.

In conclusion, market research and analysis are essential in product management in travel and tourism. By identifying target markets, analyzing competitors, and understanding customer needs and preferences, businesses can develop products that meet customer needs, deliver a great customer experience, and gain a competitive advantage.

Product Development and Design

Product development and design are key components of effective product management in travel and tourism. Effective product development requires businesses to create unique and appealing travel experiences, incorporate sustainability and responsible tourism practices, and collaborate with suppliers and partners.

Creating Unique and Appealing Travel Experiences

Creating unique and appealing travel experiences is critical for businesses in travel and tourism to stand out from the competition. One way to achieve this is by developing products that offer a personalized experience for customers. For example, a travel company could create a customized itinerary for a family vacation that includes activities tailored to the ages and interests of each family member.

Another way to create unique travel experiences is by incorporating local culture and traditions into the product. This could include offering cooking classes that teach customers how to make traditional dishes or organizing cultural tours that showcase local art and music.

Incorporating Sustainability and Responsible Tourism

Sustainability and responsible tourism are becoming increasingly important for customers in the travel and tourism industry. By incorporating sustainable practices and responsible tourism principles into product development, businesses can appeal to a growing customer segment that is environmentally conscious and socially responsible.

One way to incorporate sustainability into product development is by offering eco-friendly accommodations and transportation options. For example, a hotel could install solar panels to reduce its carbon footprint or a tour company could offer electric bike rentals instead of gas-powered vehicles.

Another way to promote responsible tourism is by working with local communities to ensure that tourism benefits the local economy and environment. This could include partnering with local businesses to offer locally sourced products or organizing beach clean-up events to promote environmental conservation.

Collaborating with Suppliers and Partners

Collaborating with suppliers and partners is vital for businesses in travel and tourism to create effective products that meet customer needs and offer a unique customer experience. By working with suppliers and partners, businesses can create a network of resources that can help them create more effective products.

One way to collaborate with suppliers and partners is by conducting market research to identify customer needs and preferences. This information can then be used to develop products that meet those needs and preferences.

Another way to collaborate with suppliers and partners is by sharing best practices and knowledge. For example, a hotel could share its sustainability practices with other hotels in the area to promote environmental conservation.

In conclusion, effective product development and design are crucial for businesses in travel and tourism to succeed. By creating unique and appealing travel experiences, incorporating sustainability and responsible tourism practices, and collaborating with suppliers and partners, businesses can differentiate themselves from the competition and appeal to a growing customer segment that values personalized and socially responsible travel experiences.

Pricing and Revenue Management

Pricing and revenue management are essential components of product management in travel and tourism. Effective pricing strategies require businesses to set competitive prices, utilize dynamic pricing techniques, and maximize revenue through ancillary services.

Setting Competitive Pricing Strategies

Setting competitive pricing strategies requires businesses to analyze the market and competitors to identify optimal price points. By setting competitive prices, businesses can attract and retain customers while maintaining profitability.

Utilizing Dynamic Pricing Techniques

Dynamic pricing techniques can help businesses adjust prices in real-time based on supply and demand, customer behavior, and other factors. By utilizing dynamic pricing techniques, businesses can optimize revenue and profitability while also meeting customer needs and expectations.

Maximizing Revenue through Ancillary Services

Ancillary services refer to additional services that businesses can offer to customers to enhance the customer experience and increase revenue. Examples of ancillary services in travel and tourism include airport transfers, travel insurance, and in-flight meals. By offering ancillary services, businesses can increase revenue while also delivering a better travel experience to customers.

In conclusion, effective product management is critical for businesses in travel and tourism to remain competitive and meet customer needs. By understanding the key components of product management, businesses can develop effective products that meet customer needs, differentiate themselves from competitors, and maintain profitability and growth.

Related Articles

Join hundreds of teams launching with Ignition

The first platform built explicitly to align product, product marketing, and GTM teams around product updates.

Competitive intelligence

Customer research

Roadmapping

Launch campaigns

AI copywriting

Battlecard generator

Persona generator

Release notes generator

Product requirements doc writer

Transcript summarizer

Press release writer

Getting started

Help center

Customer stories

What Are Examples of Tourism Products?

By Alice Nichols

Tourism is a vast industry that encompasses a wide range of products and services. These tourism products are designed to cater to the needs and preferences of tourists, whether they are looking for adventure, relaxation, culture, or entertainment. In this article, we will discuss some examples of tourism products that you can expect to find in the travel industry.

Accommodation Products

One of the most essential elements of any trip is accommodation. Tourists require a place to stay while they explore new destinations.

Accommodation products can vary in size, style, and location to suit different preferences and budgets. Some common examples of accommodation products include hotels, motels, resorts, holiday homes/apartments and hostels.

Transportation Products

Getting from one place to another is an integral part of traveling. Different modes of transportation can offer different experiences.

Some popular modes include air travel, trains, buses, ferries/cruises and car rentals. Tourists can choose the mode depending on their destination’s distance and their budget.

Tour Packages

Tour packages are pre-arranged trips that travellers can book with ease. These packages combine accommodation arrangements with transportation services and activities such as sightseeing tours or adventure sports activities like trekking or rafting. Tour packages save time for travellers by having everything pre-arranged.

Food & Beverage Products

Food is an essential part of any cultural experience; tourists often want to try local delicacies when travelling abroad. Tourism products related to food & beverage include restaurants (fine dining or cafes), food tours (market visits) or cooking classes for tourists who want to learn the local cuisine.

Entertainment Products

Entertainment tourism products aim at providing fun experiences for tourists such as amusement parks (e.g., Disneyland), water parks or zoos/safari parks. It’s an excellent option for families to enjoy while travelling.

Cultural Products

Tourists often want to learn about the culture and history of the destinations they visit. Cultural tourism products include visits to museums, art galleries, historical landmarks or festivals. These products allow tourists to experience a nation’s culture and history.

Adventure Products

Adventure tourism products are becoming increasingly popular among travellers seeking thrill-seeking experiences such as bungee jumping, skydiving, rock climbing or paragliding. These activities are designed to challenge travellers physically and mentally and give them a sense of accomplishment.

10 Related Question Answers Found

What are the tourism products, what are the types of tourism product, what is tourism product, what are tourism products give examples, what is a travel and tourism product, what are cultural tourism products, what is tourism product and its characteristics, what are the tourism and hospitality products, what are the tourism products and services, what are the five types of tourism products, backpacking - budget travel - business travel - cruise ship - vacation - tourism - resort - cruise - road trip - destination wedding - tourist destination - best places, london - madrid - paris - prague - dubai - barcelona - rome.

© 2024 LuxuryTraveldiva

Product, tourism

• Living reference work entry
• Later version available View entry history
• First Online: 01 January 2015
• Cite this living reference work entry

• Dimitris Koutoulas 3  

124 Accesses

In a marketing context, products are bundles of tangible and intangible elements conveying benefits to satisfy needs. They may take the form of goods, services, ideas, events, persons, places, or organizations (Kotler and Armstrong 2008 ), fulfilling two distinct tasks. First, each product satisfies a need through the benefit(s) it incorporates. These are mostly the result of managerial decisions and the production process; however, the product’s need-fulfilling value is only perceived by the consumer. Benefits and values are thus cocreated by the firm and the consumer (Vargo and Lusch 2006 ). Second, products are the prerequisite for businesses to achieve their objectives relating to turnover, profitability, market share, and the like. Only by selling products that succeed in satisfying consumer needs can businesses earn a profit.

Tourism products are those which satisfy tourists’ needs. According to Jovicic, the latter are those that are “satisfied when movement is performed ( travel ...

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Institutional subscriptions

Jovicic, Z. 1988 A Plea for Tourismological Theory and Methodology. Revue de Tourisme 3:2-5.

Article   Google Scholar  

Kotler, P., and G. Armstrong 2008 Principles of Marketing. Upper Saddle River: Pearson Prentice Hall.

Google Scholar  

Koutoulas, D. 2004 Understanding the Tourism Product www.academia.edu/1861406/Understanding_the_Tourism_Product (16 September 2014).

Medlik, S., and V. Middleton 1975 The Tourist Product and its Marketing Implications. In The Management of Tourism, A. Burkart and S. Medlik, eds., pp.131-139. London: Heinemann.

Paul, H. 1977 Marketing für Fremdenverkehr: Leitlinien für die Dienstleistungs- und Absatzpolitik im Herstellerbereich der Fremdenverkehrswirtschaft. Frankfurt: RKW.

Vargo, S., and R. Lusch 2006 Service-Dominant Logic: What It Is, What It Is Not, What It Might Be. In The Service-Dominant Logic of Marketing, R. Lusch and S. Vargo, eds, pp.43-56. Armonk: ME Sharpe.

Download references

Author information

Authors and affiliations.

Business Administration Department, University of Patras, Panepistimioupoli, 26504, Rio Patron, Greece

Dimitris Koutoulas

You can also search for this author in PubMed   Google Scholar

Corresponding author

Correspondence to Dimitris Koutoulas .

Editor information

Editors and affiliations.

School of Hospitality Leadership, University of Wisconsin-Stout, Menomonie, Wisconsin, USA

Jafar Jafari

School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong, Hong Kong SAR

Honggen Xiao

Rights and permissions

Reprints and permissions

Copyright information

© 2015 Springer International Publishing Switzerland

About this entry

Cite this entry.

Koutoulas, D. (2015). Product, tourism. In: Jafari, J., Xiao, H. (eds) Encyclopedia of Tourism. Springer, Cham. https://doi.org/10.1007/978-3-319-01669-6_293-1

Download citation

DOI : https://doi.org/10.1007/978-3-319-01669-6_293-1

Received : 09 January 2015

Accepted : 09 January 2015

Published : 24 September 2015

Publisher Name : Springer, Cham

Online ISBN : 978-3-319-01669-6

eBook Packages : Springer Reference Business and Management Reference Module Humanities and Social Sciences Reference Module Business, Economics and Social Sciences

• Publish with us

Policies and ethics

Chapter history

DOI: https://doi.org/10.1007/978-3-319-01669-6_293-2

DOI: https://doi.org/10.1007/978-3-319-01669-6_293-1

• Find a journal
• Track your research