- 2.3 Tourism product
MEANING EXPLANATION
TOURISM PRODUCT: A BUNDLE OF TANGIBLE ASSETS (LIKE HOTEL BEDS OR FLIGHTS) AND INTANGIBLE SERVICES (LIKE HOSPITALITY OR ATMOSPHERE) DESIGNED TO SATISFY A VISITOR’S TRAVEL NEEDS.
THE “EXPERIENCE” CORE: UNLIKE A PHYSICAL PRODUCT (LIKE A PHONE), A TOURISM PRODUCT CANNOT BE OWNED BY THE CUSTOMER. THE CUSTOMER ONLY BUYS THE RIGHT TO USE THE FACILITIES AND LEAVES WITH MEMORIES.
DETAILED BREAKDOWN OF THE TOURISM PRODUCT CONCEPT
IN TRADITIONAL BUSINESS, A PRODUCT IS A PHYSICAL OBJECT YOU CAN TOUCH, BUY, AND TAKE HOME (LIKE A CAR OR A SMARTPHONE). IN CONTRAST, A TOURISM PRODUCT IS NOT A SINGLE PHYSICAL ITEM; IT IS A TOTAL TRAVEL EXPERIENCE THAT A CONSUMER BUYS FROM THE MOMENT THEY LEAVE HOME UNTIL THEY RETURN.
DEFINITION & CORE PHILOSOPHY
ACCORDING TO TOURISM THEORY, A TOURISM PRODUCT IS AN AMALGAMATION OF TANGIBLE AND INTANGIBLE ELEMENTS CENTERED ON A SPECIFIC DESTINATION, DESIGNED TO SATISFY THE EMOTIONAL AND PHYSICAL NEEDS OF A TRAVELER.
ELEMENTS OF A TOURISM PRODUCT
A COMPLETE TOURISM PRODUCT IS RARELY SOLD BY A SINGLE COMPANY. INSTEAD, IT IS AN AMALGAMATED ECOSYSTEM MADE OF MULTIPLE PARTS:
PHYSICAL COMPONENTS: HOTELS,TRANSPORT VEHICLES, RESTAURANTS, AND SOUVENIR SHOPS.
SERVICE COMPONENTS: HOSPITALITY,TOUR GUIDING, BOOKING ASSISTANCE, AND CUSTOMER CARE.
FREEDOM OF CHOICE: THE FLEXIBILITY GIVEN TO THE TRAVELER TO CUSTOMIZE THEIR ITINERARY.
DESTINATION IMAGE: THE PSYCHOLOGICAL PERCEPTION, BRANDING, AND REPUTATION OF THE PLACE.
CLASSIFICATION OF TOURISM PRODUCTS
TOURISM PRODUCTS ARE CATEGORIZED INTO FOUR PRIMARY GROUPS BASED ON THEIR CORE FEATURES AND ORIGINS:
1. NATURAL TOURISM PRODUCTS
DEFINITION: PRODUCTS CREATED ENTIRELY BY NATURE WITHOUT HUMAN INTERVENTION.
EXAMPLES: BEACHES, ISLANDS, MOUNTAINS, RIVERS, WILDLIFE SANCTUARIES, AND CAVES.
2. MAN-MADE (ARTIFICIAL) TOURISM PRODUCTS
DEFINITION: STRUCTURAL FEATURES DESIGNED, BUILT, AND MAINTAINED SPECIFICALLY BY HUMANS.
EXAMPLES: THEME PARKS, MUSEUMS, MODERN SKYSCRAPERS, CASINOS, AND SHOPPING MALLS.
3. SYMBIOTIC TOURISM PRODUCTS
DEFINITION: A BLEND WHERE HUMAN INFRASTRUCTURE IS BUILT AROUND A NATURAL ASSET TO MAKE IT ACCESSIBLE.
EXAMPLES: NATIONAL PARKS WITH SAFARI JEEP TRAILS, SKI RESORTS ON SNOW MOUNTAINS, OR MARINE PARKS.
4. EVENT-BASED TOURISM PRODUCTS
DEFINITION: TEMPORARY, TIME-BOUND OCCURRENCES THAT ATTRACT A LARGE VOLUME OF VISITORS FOR A SHORT PERIOD,
EXAMPLES: THE OLYMPIC GAMES, MUSIC FESTIVALS, INTERNATIONAL EXPOS, AND MAJOR CULTURAL CARNIVALS.
THE 5 CORE CHARACTERISTICS OF A TOURISM PRODUCT CONCEPT
TO TRULY UNDERSTAND THE CONCEPT, YOU MUST LOOK AT ITS UNIQUE STRUCTURAL BEHAVIOR, AS OUTLINED BY EXPERT ACADEMIC FRAMEWORKS ON TOURISM PRODUCTS:
COMPOSITE IN NATURE: IT IS A COMPLEX ASSEMBLY LINE. A SINGLE TOURISM PRODUCT REQUIRES AIRLINES, HOTELS, TAXI DRIVERS, RESTAURANTS, TOUR GUIDES, AND LOCAL SOUVENIR SHOPS TO WORK TOGETHER SEAMLESSLY. IF ONE LINK FAILS (E.G., A DELAYED FLIGHT), THE ENTIRE PRODUCT IS RUINED FOR THE CUSTOMER.
INTANGIBLE EXPERIENCE: YOU CANNOT TEST-DRIVE A HOLIDAY. THE PRODUCT CANNOT BE SEEN, TASTED, OR FELT BEFORE BOOKING. IT IS SOLD PURELY ON TRUST, IMAGES, AND REVIEWS.
PERISHABLE INVENTORY: TOURISM PRODUCTS CANNOT BE STORED IN A WAREHOUSE FOR A RAINY DAY. IF A 100-ROOM HOTEL ONLY SELLS 40 ROOMS TONIGHT, THE REVENUE FROM THE REMAINING 60 ROOMS IS LOST FOREVER.
PSYCHOLOGICAL VALUE: THE TRUE VALUE OF A TOURISM PRODUCT IS EMOTIONAL. CONSUMERS BUY IT FOR RELAXATION, STATUS, EDUCATION, OR THRILL. THEREFORE, THE PRODUCT’S SUCCESS DEPENDS HEAVILY ON THE TRAVELER’S PERSONAL MOOD AND EXPECTATIONS.
FIXED LOCATION: UNLIKE A CAR THAT CAN BE SHIPPED TO YOUR HOUSE, A TOURISM PRODUCT CANNOT BE MOVED. THE CONSUMER MUST PHYSICALLY TRAVEL TO THE PRODUCT TO CONSUME IT.
GANESHA PRIYADHARSHINI (26-29)
BA.TOURISM AND TRAVEL MANAGEMENT