marketing_Handout_1_(1) (2).pdf

TH2013 REVIEW OF THE TOURISM PRODUCT Definition A tourism product is a concept that is made up of many components, such as tourist attractions, provision...

TH2013 REVIEW OF THE TOURISM PRODUCT Definition A tourism product is a concept that is made up of many components, such as tourist attractions, provision of means of transport, lodging, and its associated facilities and sources of entertainment (Morton, 2018). According to the United Nations World Tourism Organization (UNWTO) (n.d.), 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 customer. Components These components may be provided by one company or a group of companies in the tourism industry. It also involves the tourist enjoying these products from the time they step out of their houses until the time they get back home (Badilla, 2015). These are the components of tourism products (Haneef, 2017): Attractions – These are in varying forms and types, ranging from natural to man-made, but it is important to ensure that the attractions remain constantly updated with the amenities of the destinations. Accommodation – This refer to any settlement or a convenient arrangement where the tourists can stay. Accessibility – This encompasses roads, railway, airports, and various transport facilities. Amenities – These are structures and facilities that need to be built for the comfort and convenience of tourists during their trips. Activities – These are the leisures and amusements done by the tourists. Five (5) A’s Example: Manila City/ Municipality Attractions Intramuros Accommodation Manila Hotel Accessibility Major transportations like Light Rail Transit (LRT), Metro Rail Transit (MRT), Philippine National Railways (PNR), Grab, jeepneys, buses Amenities Automated teller machine (ATM), convenience stores Activities Historical tour in Intramuros, museum tours 01 Handout 1 *Property of STI  [email protected] Page 1 of 2  TH2013 Characteristics Unlike consumer products that can be availed off the shelf, tourism and hospitality products have unique characteristics that make their marketing and promotions quite challenging (Badilla, 2015). These are the unique characteristics of tourism and hospitality products (Badilla, 2015): Intangible – Tourism products cannot be touched, smelled, tasted, felt, nor heard prior to purchase. They cannot be subjected to prior scrutiny. One cannot examine nor test them before purchase, unlike consumer products that can be sampled. Inseparable – When tourists avail of products and services, they have to personally go where the products are. Since what is being sold is the experience, the product and the consumer have to be in the same place. Variable – Tourism experience is likely to be different depending on when the product is availed, who one is with, and how the service providers deliver the service at the time of consumption. Perishable – Tourism product is one of the most highly perishable products. Perishability, as used in this context, refers to not being able to forward inventory to the next day. Seasonal – Seasonality does not only refer to seasons of the year or the weather conditions; it also refers to the behavioral patterns of the travel market. The seasonality of the tourism product hinders it from maximizing its profits all year round. Substitutable – With new destinations emerging and competing in the global marketplace, one destination can be easily substituted for another. This also applies to hotels and restaurants. References: Badilla, M. G. (2015). Tourism marketing. Rex Bookstore, Inc. Haneef, S. K. (2017). A model to explore the impact of tourism infrastructure on destination image for effective tourism marketing. https://usir.salford.ac.uk/id/eprint/42201/1/PhD%20Thesis%20-%20Sunitha.pdf Morton, C. (2018). The characteristics of tourism products. https://www.virtualkollage.com/2018/05/the-characteristics-of-tourism-products.html United Nations World Tourism Organization. (n.d.). Tourism development products. https://www.unwto.org/tourism-development-products 01 Handout 1 *Property of STI  [email protected] Page 2 of 2