what is tourism products

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

Types of bar, what is beverages classification, advantages, yoghurt and cream, natural heritage of kerala, what is catering industry, segments, types, hotel public area cleaning, leave a reply cancel reply.

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

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 Product Concept

Tourism Product Concept: Tourism product is usually as the amount of psychological and physical satisfaction it offers or delivers to the tourists when they are travelling to a new place or are on the way to a given destination it can be both domestic and international. Tourism products are more concerned towards services and facilities produced to fulfil the requirement of the consumers or the tourists.

Tourism product concept may be combined or amalgamated in nature i.e. the various attraction at a given destination, transportation facilities and other entertainment facilities result in full or 100% customer satisfaction. every element in tourism product is delivered by single supplier service or facilities like tour operator , airline companies, hotels and resorts etc. tourist products can be studied on the basis of four important elements viz. attraction, accessibility, accommodation and amenities.

Meaning of Tourism Product

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’.

Also read Tourism

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 

Also read more about Tourism Product Life Cycle

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. Tourism products 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

A) Attraction

Attraction is the first and the most important element of tourism product, until unless there is an attraction, then only a tourist would be encouraged to visit a particular place. Attraction is a very important element as it determines the choice made by a tourist to travel to a particular place rather than another place or destination. An attraction can be of different types such as historical buildings and monuments, areas of archaeological interests, mountains, beaches, resorts, national parks, wildlife sanctuaries, Flora and Fauna, events like conferences, exhibitions, sports meet, world cups, music and art festivals etc.

You may may be interested to read about Aviation Industry

Demand for tourist products can be determined on the basis of upcoming trends in the market or current fashions. Present fashion in the market are helpful for analyzing and fulfilling the demand for different tourism products (which can include attractions, services and other amenities). Tourist visiting to hill stations for their natural beauty and panoramic views may choose to opt for some other destination due to current trends in the market and sometimes change in the fashion.

You may read History of Travel and Tourism

Peter has sketched up a list of the different attractions that are important in the tourism . Though, the attractions of tourism are, to a very large amount, geographical in character. Location and accessibility (whether a place or coastal or inland position and the ease with which a given place can be reached) are essential. Those who wish to seek wilderness and adventure may think of physical space at a destination.

Landscape or scenery is a mix of landforms; water and flora and has a beautiful and artistic value. Weather conditions, especially in relation to the amount of sunshine, temperature and precipitation (rain as well now), are of unique importance. Animal life might be a significant attraction, first in relation, to bird watching or viewing game in their natural habit and second, for sports purposes, e.g. hunting and fishing. Human’s influence on the natural landscape in the name of his settlements, archaeological remains and ancient monuments and is also a main attraction. Finally, a range of artistic elements folklore, artistic expressions, ways of life etc. offer valued attractions to large tourists.

B) Accessibility

Accessibility can be defined as means by which a person/tourist can travel or reach to particular place or destination. Tourist attractions can be of different types some may be accessible or some may be not by a mode of transportation . A tourist always looks up to a mode or means of transport in order to reach that particular place/attraction. Mode of transportation can be a coach, a car, an aeroplane, a ship or boat and a train that can enable or help a tourist to visit his desired destination. There are certain destinations which are not accessible by different modes of transport or inadequate transportation services, these destinations then turn into of a little value.  

Generally the tourist attractions that are situated close to a tourist generating area or market and are connected by a proper network of effective modes of transportation, experience a large number of tourist visits. Distance between the places of origin to the desired destination plays a crucial role in the movement of tourists and effect their choices in destination selection, proper connectivity between places or destination can act as motivation factor for tourists to visit a particular destination or place. Long distance destination increases the cost of travel for the tourists which somehow restricts the limits of different tourists travelling across places.

Time constraint and cost play a crucial role in the movement of tourists across the globe. An instance can be that of India. Almost two and half million tourist visitors for a country of the size of India may seem to be rather insignificant. Though, we see at certain things like the country’s distance from the affluent tourist markets of the world such as Europe, United States, Japan, Canada and Australia, one may determine that the long distance is one of the reasons liable for low tourist visits. It costs a tourist from these nations, quite a large amount, to travel to India for a vacation. It has been listed before that North America and Europe last to be major markets creating and getting areas for international tourist arrivals, accounting for as much as 70% and 20% respectively, of inbound tourist arrivals. Easy-going accessibility, thus is a main aspect for the development and growth of tourist arrivals.

C) Accommodation      

Lodging and other services balance the tourist attractions. Accommodation is very crucial and plays a central role and is very essential requirement of every tourist destination. As per the definition given by UNWTO, a person travelling to a new place from his place of origin must spend at least 24 hours at a particular destination so then only he/she would be considered a tourist. This tells about the importance of accommodation facilities at a different destination.

The demand for accommodation has always been there since ages. Therefore, the demand or the need for accommodation is met through variety of facilities. In the accommodation sector, the range and type of lodging is a bit wide-ranging and has experienced through different stages in the last couple of years. There is a decrease in the need for small hotels, boarding houses and other accommodation facilities. Large hotel chains have started to increase their share at famous tourist destinations and big metropolitans throughout the globe in more traditional holiday and sea- side resorts in Europe and elsewhere, large hotels are keeping their share of holiday resorts.

In the past few years, certain changes have arisen in the accommodation sector and the type of accommodation has totally transformed. The demand for non-traditional and informal types of lodging facilities have increased to a great extent. Holiday villages and concepts like home stays, condominiums and youth hostels are the current trends in the accommodation sector and popularity of these types of accommodations has increasing in the present times. Accommodation in itself has become an attraction in the modern times.

You can also read History of Travel and Tourism

In fact, a big group of travelers visit a specific town or destination simply since there is a first class luxury resort and hotel that offers outstanding facilities sand services for the entertainment of tourists. Few nations like Holland, France, Switzerland, Belgium and Austria have achieved a reputation for offering exceptional lodging with lavish food. Countless hotel companies away in different nations, specially the resort hotels have earned a status for their exceptional services, cuisines and other entertainment facilities. The French government for example, overlaid the way for tourist expansion of Corsica by introduction of a large hotel growth agenda. 

D) Amenities

Every tourist travelling to a new destination desires for world class facilities and services. In order to fulfill their demand huge efforts are made by the industry. High quality facilities are important aid to every tourist destination or center. For a coastal resort, services like swimming, boating, yachting, surf-riding and other amenities like recreation, dancing and other entertainment and amusement services are very essential for each and every tourist destination/center. Facilities can be of 2 kind’s natural, i.e. sea-bathing, beaches, possibilities of fishing, opportunities for trekking, climbing or viewing etc. and man-made, i.e. different kinds of entertainment facilities that can cater to the unique requirements of the various tourists. Outstanding beaches, sheltered from sunshine with palm and coconut trees and providing good bathing conditions makes a very goo the tourist center. Various other natural facilities like large water for the purpose of cruising or the chances for hunting and fishing are equally very significant.

Characteristics of Tourism Product 

Tourism products are mostly service goods that have different types or features. For instance, in business tourism management and planning are the services provided by different large convention centers and hotel chains. Various fair and festivals are the events that are provided for the entertainment and amusement only at a given time of the year and these are usually variable and perishable. In country like India numerous traditional/ancient attractions in the form of music and dance can be watched and experienced. There are different natural products which are been consumed by the tourist travelling to India like flora and fauna, wildlife. Following are some of the features and characteristics of tourism products:

a) Intangibility of Tourism Product

Unlike a physical product, say, a train or television, there is no handover of ownership of products is included in tourism. The goods or products in tourism cannot be consumed or demonstrated before purchasing it. Instead, some installations, amenities, items of equipment are available for a certain or fixed period pf time and for a particular use. For instance, a hotel room is offered or provided for a given time frame or a seat in a train is provided for a couple of hours of the journey.

b) Psychological 

A tourism product is offered to provide or offer certain level of satisfaction to the consumers or tourist. A person/tourist acquires experience with the consumption of different tourist products. Experiences derived while interacting to new places, people and environments helps in the encouragement of potential customers and helps in attracting them to consume the products offered to the market.

Read more about Hospitality

c) Highly Perishable

Usually a tour operator or a travel agent offer or sells various tourism products to the market, which are perishable in nature and cannot be stored or sustained for a longer time frame. Production of the products and services is only possible if there is a demand and the customers are actually present and if the customer buys the product it cannot be blocked, disturbed or customized. If the product is not consumed on time or is unused the chances are lost which means, if a tourist doesn’t buy the flight ticket on a given date, the chance at that time is lost or can say the validity of the seat is expired or is left unused. The reason can be heavy discounts or offers given by the airline company on the given date or during off season.

d) Composite nature of tourism Product

A tourism product is never offered or produced by a single enterprise there is an involvement of different parties (viz travel agent , hotels, airline company, tour guide etc.) when compared to a manufactured product. There is a involvement of various parties in providing or manufacturing a complete tourist product. The product shields broad experience of a holiday to a specific destination. And numerous suppliers and providers that supply to create this experience. For example, a hotel provides a food and rooms, travel agent makes booking for sightseeing and stay at different places, airline and rail provides seats etc.

e) Unstable Demand of Tourism Product

There is a problem or one can say a challenge for tourism products as tourism products are influenced by the seasonality, economic , political factors. For instance, there is a demand for the hill station in the summer season as people like to travel to cold places mostly places likes Manali, Shimla, Nainital, Mussorie etc. whereas the demand for coastal areas like Goa rises in the winters. There are different times of a year when there is a demand for a particular destination than other destinations. This is the time when there is a huge tension on the hotel bookings, transport system, the employment etc.

f) Fixed supply in the short run

Tourism product similarly as the factory-made products cannot be transported to the final consumers, the consumers have to go to the products offered to them. Product development is done on the basis of analysis of the taste and preferences, behavior, dislikes and likes of the consumers, so that the expectations and realities of the consumers. Therefore, the supply of the tourism product is limited in the short run and may be maximized on a long term basis depending upon the increasing demand pattern of the tourist product.

g) Absence of ownership in Tourism Product

Tourism products have absence of ownership. For instance, when you buy a product say a bike or a car, the possession of the same is reassigned to you, but when one rents a cab, he/she only buys the right to be transferred from one place to another, you neither own the driver nor the cab. Similarly, in case of tourism products like airline tickets, train tickets or a hotel room can be used for given time frame but not owned. Tourism products can only be purchased for using but the ownership of the same stays with the provider of the service or the product so, an Opera show can be watched but the performer cannot be kept.

 h) Heterogeneous nature of Tourism Product

Tourism is not a uniform product. Similarly, tourism product is not same, since they tend to change or vary in terms of quality and standard with the passage of time, unlike a television set or any other factory-made product. A flight or a tour package cannot be the same at all times. The reason behind the changing nature of the tourism products is a service and services are customers/consumer oriented. So there is variability in tourism products as all humans are not the same and vary in terms of their behavior, taste and preferences. For example, all workers working in a hotel cannot give the same excellence of facility and the same worker might not perform equally in the morning and evening. Therefore, the services cannot be uniforms or homogeneous.

Tourism products are first purchased and later on consumed that is why there is a high level of risk involved in purchasing before the consumption of the products. An element of chance of risk is always there in the process. For instance, a movie might not be as entertaining as it promises to be or a summer vacation in Goa may be disappointing due to bad weather or heavy rains.

j) Marketable

Tourism products are marketable at different markets. Firstly, both the regional and national organizations involve themselves in catering the potential customers/tourists to travel to different region/destinations across the country. Secondly, the individual firms are trying to market their own tourism products in order to cater potential customers.

Read more on Aviation Industry in India

Read more on Tourism Economics

Tourism Product Concept Tourism Product Concept Tourism Product Concept Tourism Product Concept

You Might Also Like

Main Tourist Centers of India

Special Interest Tourism (SIT)

Dark Tourism

This post has one comment.

Pingback: Which of the following is a characteristic of the tourism product? – AnswerParadise.net

Comments are closed.

Tourism and Hospitality Products, Branding, and Pricing

• First Online: 09 May 2021

Cite this chapter

• Richard George 2  

3345 Accesses

This chapter explores how marketers design and manage tourism and hospitality products. It begins with definitions for the terms “product”, “offering”, and “product mix”. It the chapter explains that the product is a complex concept that should be considered on three levels. These are the core, expected, and augmented product. Next, the product life cycle concept is discussed and how it is used by the tourism marketer to assess the development of tourism products. Next, the steps involved in the process of developing a new product are considered. In the second section of the chapter, the role of branding in the tourism and hospitality industry is discussed. The third section of the chapter considers the price component of the marketing mix. The factors that affect the pricing of tourism and hospitality products and the various pricing strategies available to the tourism and hospitality marketer are analysed. Next, several pricing approaches used in the tourism industry are considered. The chapter concludes by outlining the characteristics of tourism and hospitality products in relation to price. Last, the chapter’s in-depth case study demonstrates the principles of pricing as applied to medical tourism company MakeOvertour , based in Turkey.

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

Access this chapter

Subscribe and save.

• Get 10 units per month
• Download Article/Chapter or eBook
• 1 Unit = 1 Article or 1 Chapter
• Cancel anytime
• Available as PDF
• Read on any device
• Instant download
• Own it forever
• Available as EPUB and PDF
• Compact, lightweight edition
• Dispatched in 3 to 5 business days
• Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Aaker, D. A. (1996). Building strong brands . New York: The Free Press.

Google Scholar  

Baines, P., Fill, C., Rosengren, S., & Antonetti, P. (2019). Marketing (5th ed.). Oxford: Oxford University Press.

Baker, T. (2017). Dynamic pricing: an introduction . www.theaudienceagency.org/insight/dynamic-pricing-an-introduction . Accessed 20 November 2017.

Belobaba, P., Odoni, A. & Barnhart. C. (2009). The global airline industry . New Jersey: Wiley.

Ben-Natan, M., Ben-Sefer, E., & Ehrenfeld, M. (2009). Medical tourism: A new role for nursing? Journal of Issues in Nursing, 14 (3).

Boachie, P. (2016). Five strategies of psychological pricing . https://www.entrepreneur.com/article/279464 . Accessed 3 May 2018.

Bookman, M. Z., & Bookman, K. R. (2007). Medical tourism in developing countries . New York: Palgrave MacMillian.

Book   Google Scholar  

Cooper, R. (1986). Winning at new products . Reading, MA: Addison-Wesley.

Cooper, R. (2014). What’s next?: After stage-gate. Research-Technology Management, 57 (1), 20–31.

Article   Google Scholar  

Cowell, D. (1984). The marketing of services . London: Butterworth-Heinemann.

Day, G. (1981). The product life cycle: Analysis and applications issues. Journal of Marketing, 45 (Autumn), 60–67.

Dean, J. (1976). Pricing policies for new products. Harvard Business Review, 54 (6), 141–153.

Dibb, S., Simkin, L., Pride, W., & Ferrell, O. C. (1994). Marketing: Concepts and strategies (2nd ed.). London: Houghton-Mifflin.

Fyall, A., Legoherel, P., Frochot, I., & Wang, Y. (2019). Marketing for tourism and hospitality . London: Routledge.

Godin, S. (2003). Purple cow . London: Penguin.

Gregson, A. (2008). Pricing strategies for small business . Vancouver, BC: Self Counsel Press.

Guéguen, N., Jacob, C., Legohérel, P., & NGobo, P. (2008). Nine-ending prices and consumer behaviour in a restaurant. International Journal of Hospitality Management, 28 (1), 170–172.

Gunn, C. (1988). Vacationscape: Designing tourist regions (2nd ed.). Austin, TX: Bureau of Business Research University of Texas.

Hardy, J., Macrury, I., & Powell, H. (2018). The advertising handbook (4th ed.). New York: Routledge.

Hjalager, A. (2010). A review of innovation research in tourism. Tourism Management, 31 , 1–12.

Holloway, J. C. (2006). Marketing for tourism (4th ed.). Harlow, Essex: Prentice-Hall.

Horowitz, M., Rosensweig, J., & Jones, C. (2007). Medical tourism: Globalization of the healthcare marketplace. Medscape General Medicine, 9 (4), 33.

Hudson, S., & Hudson, L. (2017). Marketing for tourism, hospitality & events (2nd ed.). London: Sage.

Keller, K. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15 (2/3), 139–155.

Keller, K. L. (2003). Strategic brand management: building, measuring, and managing brand equity (2nd ed.). Upper Saddle River, NJ: Prentice-Hall.

Keller, K. L. (2012). Strategic brand management: Building, measuring, and managing brand equity (4th ed.). Upper Saddle River, NJ: Prentice-Hall.

Kilavuz, E. (2018). Medical tourism competition: The case of Turkey. International Journal of Health Management and Tourism, 3 (1), 42–58.

Kim, J. Y., Natter, M., & Spann, M. (2009). Pay what you want: A new participatory pricing mechanism. Journal of Marketing, 73 (1), 44–58.

Kotler, P., & Armstrong, G. (2019). Principles of marketing (17th ed.). London: Pearson Education.

Lasser, W., Mittal, B., & Sharma, A. (1995). Measuring customer-based brand equity. Journal of Consumer Marketing, 12 (4), 11–19.

Laws, E. (2011). Tourism marketing: Quality and service management perspectives (p. 124). London: Continuum International Publishing.

Laws, E. (2002). Tourism marketing: Quality and service management perspectives . London: Continuum.

Levitt, T. (1983). After the sale is over. Harvard Business Review, 61 (5), 87–93.

Lovelock, C. H. (1984). Developing and implementing new services. In W. R. George & C. E. Marshall (Eds.), Developing new services . Chicago, IL: American Marketing Association.

Lumsdon, L. (1997). Tourism marketing . London: International Thomson Press.

Lundberg, D., Krishnamoorthy, M., & Stavenga, M. (1995). Tourism economics . New York: Wiley.

Marn, M., Roegner, E. & Zawada, C. (2003, July). Pricing new products. The McKinsey Quarterly , 3: 40–49.

McCarthy, E. J. (1960). Basic marketing: A managerial approach . Homewood, IL: Irwin.

McCarthy, E. J., Cannon, J., & Perreault, W. (2015). Essentials of marketing (14th ed.). Homewood, IL: Irwin.

Moon, Y. (2005). Break free from the product life cycle. Harvard Business Review, 83 (5), 86–94.

Orr, G. (2014, 22 July). Honestybox hotels: You decide how much you pay’. Independent. http://www.independent.co.uk/travel/hotels/honesty-box-hotels-you-decide-how-much-you-pay-9622062.html . Accessed 24 Aug 2017.

Piazolo, M., & Zanca, N.A. (2011). Medical tourism: A case study for the USA and India, Germany, and Hungary, Acta Polytechnica Hungarica, 8 (1), 136–160.

Pike, S. (2018). Tourism marketing for small businesses . Oxford: Goodfellow Publishers.

Rosenthal, R. (2014). Optimarketing: Marketing to electrify your business . Seattle, WA: Amazon Create Space Publishing.

Russell, M. (2012, 21 April). Richard Branson fails: 14 Virgin companies that went bust. Business Insider . www.businessinsider.com/richard-branson-fails-virgin-companies-that-went-bust-2012-4 . Accessed 7 Dec 2016.

Saleh, S., Husain, F., Saud, M., & Isa, M. (2015). Strategic marketing and competitive analysis of Malaysian medical tourism industry. Proceeding-Kuala Lumpur International Business, Economics and Law Conference 6 , Vol.2. Kuala Lumpa.

Sowrey, T. (1990). Idea generation: Identifying the most useful techniques. European Journal of Marketing, 42 (5).

Stremersch, S., & Tellis, G. (2002). Strategic bundling of products and prices: A new synthesis for marketing. Journal of Marketing, 66 (1), 55–72.

Tanford, S., Baloglu, S., & Erdem, M. (2012). Travel packing on the internet: The impact of pricing information and perceived value on consumer choice. Journal of Travel Research, 51 (1), 68–80.

Tanner, J., & Raymond, M. (2012). Principles of marketing . Boston, MA: Flat World Knowledge.

Taylor, J. & Blackall, M. (2020, February 27). Bunking up: Airline unveils sleep pods for economy passengers. The Guardian , 3.

Tellis, G. (1986, October). Beyond the many faces of price: An integration of pricing strategies. Journal of Marketing, 50: 146–160.

Vernon, R. (1979). The product life cycle hypothesis in a new international environment. Oxford Bulletin of Economics and Statistics, 41 .

Walker, T. (2017, November). The price is…right? 20 The Guardian G2 : 10–11.

Withiam, G. (2001). A“4-C” strategy for yield management. Cornell Hospitality Report, 1 , 4–17.

Zeithaml, V.A. (1988, July). Consumer perceptions of price, quality, and value. Journal of Marketing, 5 2 :2–22.

Zwart, E. (2017). Commercial TV slogans . Retrieved from www.edwinno.com/edwinno-publications/my-writings/commercial-tv-slogans-1. Accessed 21 Aug 2018.

Further Reading

Burgess, C. (2014). Essential financial techniques for hospitality managers . Oxford: Goodfellow.

Slade-Brooking, C. (2017). Creating a brand identity: A guide for designers . London: Laurence King.

Trott, P. (2017). Innovation management and new product development (6th ed.). London: Pearson.

Download references

Author information

Authors and affiliations.

ICON College of Technology and Management/Falmouth University, London, UK

Richard George

You can also search for this author in PubMed   Google Scholar

1 Electronic Supplementary Material

(pptx 535 kb), rights and permissions.

Reprints and permissions

Copyright information

© 2021 The Author(s), under exclusive license to Springer Nature Switzerland AG

About this chapter

George, R. (2021). Tourism and Hospitality Products, Branding, and Pricing. In: Marketing Tourism and Hospitality. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-64111-5_8

Download citation

DOI : https://doi.org/10.1007/978-3-030-64111-5_8

Published : 09 May 2021

Publisher Name : Palgrave Macmillan, Cham

Print ISBN : 978-3-030-64110-8

Online ISBN : 978-3-030-64111-5

eBook Packages : Business and Management Business and Management (R0)

Share this chapter

Anyone you share the following link with will be able to read this content:

Sorry, a shareable link is not currently available for this article.

Provided by the Springer Nature SharedIt content-sharing initiative

• Publish with us

Policies and ethics

• Find a journal
• Track your research

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.

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

The Final Travel Brand’s Guide to Tourism Marketing

54 min. Tourism and advertising are old partners: the two industries have been supporting each other’s growth since the commercialization of travel in the 1930s. Nearly a century has passed, and their relationship continues to outlive global insecurities, economic crises, and health pandemics. The importance of marketing in the tourism industry can’t be overstated, not […]

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 […]