PHILIPPINE COLLEGE OF SCIENCE AND TECHNOLOGY

Old Nalsian Road, Nalsian, Calasiao, Pangasinan, Philippines 2418

Tel. No. (075)522-8032/Fax No. (075)523-0894/Website: www.philcst.edu.ph
ISO 9001:2015 CERTIFIED, Member: Philippine Association of Colleges and Universities (PACU),
Philippine Association of Maritime Institutions (PAMI)

Module 1: Introduction to Tourism Product and Development

Lesson 1: Tourism Product and Development Definition and Characteristics

Tourism Product
As defined by UNWTO, 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 customers. A tourism product is priced and sold
through distribution channels and it has a life-cycle".

Product Development
Product development refers to the creation of a new product which has some utility; or
up-gradation of the existing product; or enhancement of the production process, method
or system. In simple words, it is all about bringing a change in the present goods or
services or the mode of production.

Tourism products are the basis for a destination’s tourism sector operation: unless the
tourism product meets the needs and expectations of tourists, the destination cannot
realise its full potential. However, only few destinations focus their attention on the
development and delivery of the various attractions and activities that make up the
tourism product.

Tourism Product Development

Tourism product development is the result of collaborative efforts of various
stakeholders. It involves identifying all the stakeholders in private and public sectors,
DMOs, Tourism and allied businesses, and their respective roles in creating or
developing a part of a tourism product.

To summarize, it is the Process by which the resources of a destination are shaped to

meet the requirements of international and domestic customers.
 PHILIPPINE COLLEGE OF SCIENCE AND TECHNOLOGY
Old Nalsian Road, Nalsian, Calasiao, Pangasinan, Philippines 2418
Tel. No. (075)522-8032/Fax No. (075)523-0894/Website: www.philcst.edu.ph
ISO 9001:2015 CERTIFIED, Member: Philippine Association of Colleges and Universities (PACU),
Philippine Association of Maritime Institutions (PAMI)

 TOURISM PRODUCT

Tourism is termed as a very big industry, like other industry it also sells its product to the
potential tourist. But there is a big difference in the tourism product and other products.
As tourism is termed as a smokeless industry and unlike other product it has not its own
entity or a single item but it is the combination of different products, services and
attractions.
A tourism product is the sum of the physical and psychological experience got by tourist
during their traveling to the destination. It is the composite product, as the combination
of different services like tourist attraction, transport, accommodation and of
entertainment which provide tourist satisfaction. Each of the components of a tourist
product is supplied by individual providers of services like hotel companies, airlines,
travel agencies, etc.
A tourism product is comprised of three responses from the tourist:
1. Experiential – festivals, activities, community, event, dining and entertainment,
shopping, safety, service
2. Emotional – human, cultural and historic resources, hospitality
3. Physical – infrastructure, natural resources, accommodation, restaurants, shops and
other buildings visited

The tourist product can be analyzed in terms of its attraction, accessibility and
accommodation.
1. ATTRACTIONS: Of the three basic components of a tourist product, attractions are
very important. Unless there is an attraction, the tourist will not be motivated to go to
a particular place. Attractions are those elements in a product which determine the
choice made by particular tourist to visit one particular destination rather than
another. The attractions could be cultural, like sites and areas of archaeological
interest, historical buildings and monuments, flora and fauna, beach resorts,
mountains, national parks or events like trade fairs, exhibitions, arts and music
festivals, games, etc. inventory of the various attractions which are of significance in
tourism are given below:
 PHILIPPINE COLLEGE OF SCIENCE AND TECHNOLOGY
Old Nalsian Road, Nalsian, Calasiao, Pangasinan, Philippines 2418
Tel. No. (075)522-8032/Fax No. (075)523-0894/Website: www.philcst.edu.ph
ISO 9001:2015 CERTIFIED, Member: Philippine Association of Colleges and Universities (PACU),
Philippine Association of Maritime Institutions (PAMI)

 Cultural: Sites and areas of archaeological interest, Historical buildings and

Monuments, Places of historical significance, Museums, Modern Culture, Political
and Educational institutions,
 Religious Institutions Traditions : National Festivals, Arts and Handicrafts, Music,
Folklore,
 Native life and Customs Scenic : National Parks, Wildlife, Flora and Fauna, Beach
Resorts, Mountain Resorts.
 Entertainment: Participation and Viewing sports, Amusement and Recreation
Parks Zones and Oceanariums, Cinemas and Theatres, Night Life and Cuisine.
 OTHERS: Climate, Health resorts or Spas, Unique characteristics not available
elsewhere.

2. ACCESSIBILITY: It is the means of transport used to reach the area where

attractions are located. Tourism mode of transport may be a motor car, a coach, an
airplane, a ship or a train which enables the tourist to reach his predetermined
destination. Availability of transportation determines the value of the destination,
easy accessibility of a place, increase the value of destination or vice versa.

3. ACCOMMODATION: Accommodation plays an important role and very basic to

tourist destinations. The demand for accommodation away from home is met by a
variety of facilities, which is home away from home. There is a large number of
varieties are available in the accommodation. . There has been an increasing
demand for more non- traditional and informal types of accommodation. The latest
trends in accommodation are holiday villages. In recent years there has been an
increase in the popularity of such accommodation.

 CHARACTERISTICS OF TOURISM PRODUCT

By now, you must have understood what a tourism product is. Now let us look at some
of its characteristics:-

1) Intangible: Tourism is an intangible product means tourism is such kind of product

which can not be touched or seen and there is no transfer of ownership, But the
facilities are available for specified time and for a specified use. For e.g. a room in the
hotel is available for a specified time.
2) Psychological: The main motive to purchase tourism product is to satisfy the
psychological need after using the product, by getting experience while interacting with
a new environment. And experiences also motivate others to purchase that product.
 PHILIPPINE COLLEGE OF SCIENCE AND TECHNOLOGY
Old Nalsian Road, Nalsian, Calasiao, Pangasinan, Philippines 2418
Tel. No. (075)522-8032/Fax No. (075)523-0894/Website: www.philcst.edu.ph
ISO 9001:2015 CERTIFIED, Member: Philippine Association of Colleges and Universities (PACU),
Philippine Association of Maritime Institutions (PAMI)

3) Highly Perishable: Tourism product is highly perishable in nature means one can not
store the product for a long time. Production and consumption take place while tourist is
available. If the product remains unused, the chances are lost i.e. if tourists do not
purchase it. A travel agent or tourism operator who sells a tourism product cannot store
it. Production can only take place if the customer is actually present. And once
consumption begins, it cannot be stopped, interrupted or modified. If the product
remains unused, the chances are lost i.e. if tourists do not visit a particular place, the
opportunity at that time is lost. It is due to tourism reason that heavy discount is offered
by hotels and transport generating organizations during off season.
4) Composite Product: Tourist product is the combination of different products. It has
not a single entity in itself. In the experience of a visit to a particular place, various
service providers contributes like transportation The tourist product cannot be provided
by a single enterprise unlike a manufactured product. The tourist product covers the
complete experience of a visit to a particular place. And many providers contribute to
tourism experience. For instance, airline supplies seats, a hotel provides rooms and
restaurants, travel agents make bookings for stay and sightseeing, etc.
5) Unstable Demand: Tourism demand is influenced by seasonal, economic political
and others such factors. There are certain times of the year which see a greater
demand than others. At these times there is a greater strain on services like hotel
bookings, employment and the transport system, etc.