TOURISM AS A SERVICE PRODUCTWith to

TOURISM AS A SERVICE PRODUCT
With tourism, hospitality and leisure products we are dealing with a service product that has specific characteristics which set the product apart from the more general goods sold in the marketplace. An understanding of the complexity of the service product concept is an essential prerequisite for successful tourism marketing. This is because the emphasis is increasingly placed on the service provider to develop a deeper understanding of the linkages that correspond to consumer benefits sought and the nature of the service delivery system itself
A starting point is an examination of the dimensions and characteristics of the service product concept. Products can be placed along a continuum of services and goods, with most products being a combination of the two. A pure service would be consultancy or teaching whereas a pure good would be a can of beans or clothing. Some products will have more services content than others, and if they are able to be placed to the left-hand side of the continuum shown in Figure 19.3, they may be termed service products