9470 Lecture Notes - Lecture 7: Physical Geography, Behaviorism, Operant Conditioning
21 Jun 2018
School
Department
Course
Professor
Introduction to Tourism & Events 9470
Week 7 – Tourism Product / Event Design & Production
Define the product/offering mix
A Tourism offering is a combination of services which deliver primarily intangible, sensual, and
psychological benefits but also include some tangible elements (Lumsden 1997: 143)
- The term offering is generally used instead of product because it accounts for the intangible
aspects
- Core offering: the basic need function served by the generic product. For an airline or train the
core product will be transportation; for a hotel the core benefits offered are shelter and rest.
- Tangible offering: these are the specific features and benefits residing in the product itself –
styling, quality, brand name, design etc.(TP is made up of facilitating and supporting offering-
though distinction between the two is not always evident)
o Facilitating: a combination of tangible goods and services that must be present to allow
the customer to buy the core offering: booking system, Website, valet service
o Supporting: extras (not essential) that add value to the core offering. They allow
differentiation from competitors (a business centre, a health spa)
- Augmented offering: the add-ons that are extrinsic (outside and separate) to the product itself
but which may influence the decision to purchase.
Identify Physical evidence and the ‘servicescape’
- Physical Evidence: may include credit terms, after-sales guarantees, accessibility,
atmosphere, car parking, consumer interaction with the organization, etc.
- Augmented service; combining what is offered with how it is delivered, is an important
concept because tourism & travel services require customer coproduction of the service.
Identify the different aspects of the Augmented Offering
- Atmosphere (what do your senses experience?)
- Customer Interaction (Delivery)
- Customer Interaction (Others)
- Customers as Employees; reducing costs by getting the customers involved. Eg. Buffet meals
= customer getting their own food and reduced wait staff required.
Divide tourist attractions into four major types
- The availability of tourist attractions is an essential ‘pull’ factor
- The compilation of an attraction inventory incorporating actual and potential sites and
events is fundamental for destinations.
- Important to distinguish;
o Natural Sites
o Natural Events
o Cultural Sites
o Cultural Events
Appreciate the diversity of these attractions
- Natural Sites – associated with the natural environment rather than cultural environment,
and can be divided into five categories:
o Topography - the geological features in the physical landscape
Document Summary
Week 7 tourism product / event design & production. A tourism offering is a combination of services which deliver primarily intangible, sensual, and psychological benefits but also include some tangible elements (lumsden 1997: 143) The term offering is generally used instead of product because it accounts for the intangible aspects. Core offering: the basic need function served by the generic product. For an airline or train the core product will be transportation; for a hotel the core benefits offered are shelter and rest. They allow differentiation from competitors (a business centre, a health spa) Augmented offering: the add-ons that are extrinsic (outside and separate) to the product itself but which may influence the decision to purchase. Physical evidence: may include credit terms, after-sales guarantees, accessibility, atmosphere, car parking, consumer interaction with the organization, etc. Augmented service; combining what is offered with how it is delivered, is an important concept because tourism & travel services require customer coproduction of the service.
