Introduction to Tourism Product
A tourism
product refers to a bundle of tangible and intangible components that
collectively provide a travel experience to tourists. It includes everything a
tourist purchases, experiences, and consumes during a trip — such as
transportation, accommodation, attractions, entertainment, and services.
Definition
“A
tourism product is a combination of attractions, facilities, and services that
tourists experience and consume while traveling.” — WTO
It
is not a single entity but a composite product involving
multiple service providers working together.
Components of a Tourism Product
1. Attractions –
Natural, cultural, man-made sites that draw tourists.
2. Accessibility –
Means of transportation and connectivity.
3. Amenities –
Facilities like accommodation, food, and communication.
4. Activities –
Recreation, adventure, cultural performances, etc.
5. Ancillary Services – Travel insurance, currency exchange, guide
services, etc.
Features of Tourism Products
Tourism
products are distinct from physical goods in several key ways:
1. Intangibility
- Tourism products cannot be seen, touched,
or stored.
- The traveler experiences the product
rather than owns it.
- Example: A jungle safari or a cruise
experience.
2. Inseparability
- Production and consumption happen
simultaneously.
- The tourism product is produced in the
presence of the tourist.
- Example: A guided city tour is delivered
and consumed in real time.
3. Perishability
- Tourism products cannot be stored for
future use.
- An unsold airline seat or hotel room on a
given day results in revenue loss.
4. Heterogeneity (Variability)
- Quality of service varies depending on
providers, location, and tourist perception.
- Human involvement causes variability.
5. Composite Nature
- A tourism product is not a standalone
item.
- It combines travel, stay, food, and
recreation.
- Example: A pilgrimage tour may include
travel, religious visits, hotel stays, and local guides.
6. Psychological Satisfaction
- Success of a tourism product depends on
the experience and emotional satisfaction of the tourist.
7. Seasonal Nature
- Tourism demand and usage of the product
fluctuate with seasons and festivals.
8. Involvement of Multiple Service Providers
- Tour operators, hotels, transport
companies, and local businesses together form the product.
Types of Tourism Products
Tourism
products can be broadly categorized based on their nature, function, and the
services involved. Three major types include:
TOPs – Tourism Oriented Products
These
are products specifically designed for tourists and cater
mainly to their needs.
Examples of TOPs:
- Hotels and resorts
- Theme parks and amusement centers
- Guided tours and packages
- Travel agencies and tour operators
- Cruise liners
- Wildlife safaris
- Adventure sports providers
Characteristics of TOPs:
- High involvement of tourism
infrastructure
- Mainly exist for tourist use
- Require marketing to attract travelers
- Often located near major attractions or
destinations
ROPs – Resident Oriented Products
These
products are primarily meant for local residents but are also
used by tourists.
Examples of ROPs:
- Public transportation (metro, buses)
- Local restaurants
- General hospitals and clinics
- Markets and shopping centers
- Communication services
Characteristics of ROPs:
- Serve both locals and tourists
- Not developed specifically for tourism
- Provide support and convenience for
travelers
- Help integrate tourists into local life
BTEs – Basic Tourism Elements
These
refer to the fundamental elements or resources required to
attract and support tourism in a destination.
Examples of BTEs:
- Natural landscapes (beaches, mountains,
rivers)
- Cultural heritage (temples, forts,
dances, rituals)
- Climate (pleasant weather, snow,
sunshine)
- Local traditions and lifestyle
Characteristics of BTEs:
- Can’t be created but can be enhanced
- Exist naturally or historically
- Form the core attraction for tourists
- Require conservation and management
Classification of Tourism Products (Other
Dimensions)
A. Based on Purpose of Travel
- Leisure tourism products – resorts, beaches, entertainment.
- Business tourism products – MICE facilities (Meetings, Incentives, Conferences,
Exhibitions).
- Medical tourism products – hospitals, wellness centers.
- Adventure tourism products – trekking, rafting, climbing.
- Religious tourism products – temples, churches, pilgrimage packages.
B. Based on Geography
- Urban tourism products – city tours, shopping, nightlife.
- Rural tourism products – village stays, agricultural tourism.
- Ecotourism products – nature trails, bird watching.
- Coastal tourism products – cruises, beach activities.
C. Based on Duration
- Short-stay products – city breaks, weekend packages.
- Long-stay products – resort vacations, study tours.
D. Based on Customization
- Mass tourism products – standardized group tours.
- Niche tourism products – customized experiences for special interest groups.
Difference Between Tourism Products and Other
Products
|
Aspect |
Tourism
Products |
Other
Commercial Products |
|
Nature |
Intangible and experiential |
Tangible and physical |
|
Ownership |
Cannot be owned or taken home |
Owned after purchase |
|
Production &
Consumption |
Occur simultaneously |
Production precedes consumption |
|
Perishability |
Cannot be stored or inventoried |
Can be stored, sold later |
|
Standardization |
Difficult to standardize service quality |
Easily standardized |
|
Delivery |
Delivered at the destination |
Delivered to consumer location |
|
Involvement |
Requires customer’s presence for delivery |
Customer can be passive |
|
Satisfaction |
Depends on emotional experience |
Depends on product utility |
|
Distribution Channel |
Requires travel intermediaries (agents, tour apps) |
Sold through retail or direct channels |
Importance of Understanding Tourism Products
- For Tour Operators: Helps in designing suitable packages for various customer
segments.
- For Destination Managers: Assists in creating experiences aligned with tourist expectations.
- For Policy Makers: Facilitates sustainable development and resource allocation.
- For Entrepreneurs: Opens new areas for investment and innovation in the tourism
sector.
- For Students and Researchers: Provides conceptual clarity about tourism services and offerings.
Challenges in Managing Tourism Products
Despite
their importance, tourism products face unique challenges:
- Over-tourism: Can lead to destination degradation.
- Cultural Sensitivity: Misuse of traditions or religious sites can offend locals.
- Service Quality Management: Difficult to maintain uniform experience.
- Competition: Intense global and local competition.
- Seasonality: Irregular demand causes under-utilization.
- Environmental Concerns: Risk of pollution and ecological damage.
