The goal of tourism marketing is to increase the number of visitors at a destination and to maximize the utilized capacity of touristic businesses. This goal is reached by consistently following a tourism marketing plan which consideres the characteristics of the tourism product.
Touristic products are…
- intangible: The customer buys a „product“ that he personally can’t peer much less try in advance. He needs to rely on the promise of the vendor that the bed in the hotel will be comfortable, the food in the restaurant tasty or the tour perfectly organized. Thus the predominant part of the touristic “product” consists of services, for instance the transportation from A to B or the preparation of a dish.
- not storable: Production and consumption of the service need to take place at the same time.
- dependent on the participation of the customer: To consume a touristic service the guest needs to be at the place of the service provision.
- heterogeneous: They are provided by people for people and therefore succumb variations in quality, for example, in the friendliness of the waiter. Coming along, the subjective quality of the service is influenced by the individual perception of the customer as well as the behavior of other present guests.