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Interim symposium of the Research Committee on International Tourism (RC 50)
of the International Sociological Association (ISA) on the topic:
“UNDERSTANDING TOURISM - THEORETICAL ADVANCES”
14-16 May 2004, University of the Aegean, Mytilini, Greece
UNDERSTANDING THE TOURIST PRODUCT
Paper Presented By Dr. Dimitris Koutoulas
Business Consultant and Lecturer at the Department of Business Administration,
University of Macedonia, Thessaloniki, Greece
E-Mail: d.koutoulas@gmail.com
Dr. Dimitris Koutoulas Understanding the Tourist Product
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Abstract
The aim of this paper is to propose a marketing-oriented definition of the tourist product as
well as a classification system of its components based on an extensive review and analysis of
tourism marketing literature. Tourist products satisfy the tourist needs and are the objects of the
transactions between tourists and businesses.
Determining the tourist products is most helpful for social scientists interested in
understanding the aforementioned transactions and the benefits derived by consuming these
products. This proves to be a challenging task, though, due to the lack of a common
understanding among the authors who have explored this issue as well as due to the different
levels of tourist products and their complex nature.
For instance, tourist products can be determined on two distinct levels:
The total tourist product comprises a combination of all the elements, which a
tourist consumes during his/her trip.
The specific products are components of the total tourist product and can be sold
as individual offerings such as accommodation, transport, attractions and other
facilities for tourists.
This paper focuses on the total tourist products, that can be understood as bundles of
tangible and intangible components, based on an activity at a destination. It is the consumption of
such a bundle that allows engaging in specific activities at the destination(s) and that creates the
travel experience of each individual. Thus, the tourist product can be equated with the total travel
experience.
Tourist products are characterised by their complex nature. They consist of numerous
components ― most of which constitute products themselves ― with each one playing a distinct
functional role in this “amalgam of tangible and intangible elements”. These components
complement each other, i.e. they are functionally interdependent as each one provides only a part
of the total sum of benefits sought by tourists.
Dr. Dimitris Koutoulas Understanding the Tourist Product
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Introduction
What do tourists consume during their trips? Marketing literature has focused on this issue
since the early 1970s as part of the discussion regarding tourist products. These products satisfy
the primary and secondary tourist needs (Paul, 1977:18) and are the objects of the transactions
between tourists and businesses (Koutoulas, 2001:473).
Determining the tourist product is most helpful for social scientists interested in
understanding the aforementioned transactions and the benefits derived by consuming this
product. This proves to be a challenging task, though, due to the lack of a common understanding
among the authors who have explored this issue as well as due to the different levels of tourist
products and their complex nature.
The target of this paper is to propose a marketing-oriented definition of the tourist product
as well as a classification system of its distinct components. The methodology applied for that
purpose comprises (1) the critical and comparative analysis of literature (mostly tourism
marketing literature in German, English and Greek), (2) the codification of the scientific
discussion regarding the tourist product and (3) the formulation of analytical theoretical
principles for the definition of the tourist products and its components. These three steps have
been preceded by a systematic and extensive review of the tourism marketing literature spanning
several decades.
The need to formulate definitions and other theoretical principles derives from the absence
of an established and commonly accepted tourism marketing theory, a situation that can be
characterised as the theoretical deficit of tourism marketing (Freyer, 1999:35). The disagreement
among authors has been established for practically every meaning crucial to the discussion about
the tourist products (Koutoulas, 2001), e.g.:
tourism
tourism marketing
tourist product
components of the tourist product
The limited space of this paper does not allow to present the whole range of approaches
found in the literature. Instead, the paper includes the key findings of the aforementioned analysis
as well as the proposed theoretical principles.
Dr. Dimitris Koutoulas Understanding the Tourist Product
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Products as Need Satisfiers
Marketing theory views products as fulfilling two distinct tasks (Burkheiser, 1969:106;
Scheuch, 1993:315):
Primarily, each product satisfies a need of its consumer through the benefit(s) it
incorporates. Or, to put it in the words of Theodore Levitt, “It is the benefits that
are the product” (Levitt, 1969:9).
Secondarily, the products are the means to achieve the targets of the marketing
organisation through their sale. Although the primary objective of an enterprise is
to make a profit, this is the derived result of selling products that satisfy consumer
needs.
Tourist products are the means to satisfy tourist needs (Paul, 1977:18). According to
Jovicic (1988:2-3), tourist needs are those that are “satisfied when movement is performed (travel
and sojourn) outside the place of residence.” Therefore, “a need is a tourist need only if it
requires a departure from one’s place of residence.”
These needs can be grouped into two distinct categories (Paul, 1977:18):
i. Primary tourist needs are those that urge a person to make a tourist trip in
order to satisfy them.
ii. Secondary or derived tourist needs are those arising from the decision to
make a tourist trip.
For instance, our need to find accommodation in Mytilini is a secondary one, as it has been
derived from our decision to take part in this conference.
Tourist products are the means to satisfy these primary and secondary needs, thanks to the
benefits offered by their consumption (Koutoulas, 2001:253). Both the needs and the products are
objects of the transaction between tourists and businesses (Koutoulas, 2001:473). This
transaction is depicted in Figure 1.
Dr. Dimitris Koutoulas Understanding the Tourist Product
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Total Vs. Specific Tourist Products
Before defining tourist products, a basic distinction should be made considering that they
can be determined on two distinct levels (Freyer, 1993:129; Middleton, 1989:573; Tietz,
1980:10):
The total tourist product comprises the combination of all the elements, which a
tourist consumes during his/her trip.
The specific products are components of the total tourist product and can be sold
as individual offerings such as accommodation, transport, attractions and other
facilities for tourists. In other words, specific products are the offerings of the
individual tourist enterprises.
This paper focuses on the total tourist products that can be understood as bundles of
tangible and intangible components based on an activity at a destination (Middleton, 1988:79). It
is the consumption of such a bundle that allows engaging in specific activities at the
destination(s) and that creates the travel experience of each individual. Thus, the tourist product
can be equated with the total travel experience (Medlik and Middleton, 1973:138).
The marketing approach adopted in this paper makes it imperative to embrace the total view
of the tourist product, which is how the consumer sees the product. According to Medlik and
Middleton (1973:132), “all tourists buy, either separately, or as an inclusive tour, the various
components of the tourist product. Either way, the end result of all these purchases is a ‘package.’
This view of the tourist product holds good whether a business trip, a holiday or, indeed, any
other form of tourism, international or domestic, is under consideration. Airline seats or hotel
beds may be individual products in the eyes of their producers, but they are merely elements or
components of a total tourist product, which is a composite product.”
From now on, the term “tourist product” refers in this paper to the total tourist product as
determined above.
Dr. Dimitris Koutoulas Understanding the Tourist Product
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Defining Tourist Products
The critical and comparative analysis of the literature as well as the codification of dozens
of definitions and other approaches to the meaning of the tourist product have resulted in the
following theoretical principles (Koutoulas, 2001:258):
i. The tourist product should not be seen from the point of view of the individual
producer (such as the hotelier or the transportation company) but from the
point of view of the consumer, thus equating the tourist product with his/her
total travel experience. The tourist product should be perceived as including all
the elements that are part of a trip.
ii. These elements can be found at the destination(s) of the trip, the transit routes
and the places of residence (Leiper, 1990:81). In addition, the consumption of
these elements takes place before, during and after the trip. For instance,
tourists spend part of their travel budget both at their home town (e.g. for
buying a map before the trip and developing films after the trip) and en route to
their destination (e.g. for buying food or gasoline).
iii. A tourist product can only be determined in relation to a specific destination,
a fact that makes each product unique. For instance, the geological tour of the
petrified forest in Sigri is a product unique to Lesbos; this particular experience
and combination of elements cannot be found anywhere else.
iv. The tourist product should be distinguished from the destination. The
destination is not the product. On the contrary, a destination usually offers
several products to its visitors, with each distinct travel experience constituting
a tourist product (Jeffries, 1971:4). For instance, the island of Lesbos allows for
a cosmopolitan beach vacation in Molyvos; a serene beach vacation in a
secluded village; a geological tour; a tour of the historic sights; small or
medium-sized conferences; culinary experiences related to the local ouzo drink,
sardines, olives and olive oil; and the list goes on.
v. The tourist product should be distinguished from the inclusive tours or package
tours. An inclusive tour is not a total tourist product but a specific tourist
product as discussed above, even though it is a composite one. An inclusive
Dr. Dimitris Koutoulas Understanding the Tourist Product
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tour is essentially a selected combination of individual elements of the total
tourist product, marketed under a particular product or brand label, and sold at
an inclusive price (Middleton, 1988:271).
vi. The tourist product is a composite product consisting of several components
(Burkart and Medlik, 1981:195). It is also labelled as a “package” (Jeffries,
1971:4), an “amalgam” (Medlik and Middleton, 1973:132) or a “bundle”
(Middleton, 1988:79) of tangible and intangible components. These
components complement each other, i.e. they are functionally interdependent as
each one provides only a part of the total sum of benefits sought by tourists
(Mrnjavac, 1992:122).
vii. It is not the production but the consumption of the tourist product that
explains its composite nature. Each component is produced independently by
the respective enterprise and it provides only a limited benefit or no benefit at
all to its consumer if it is not combined with the other components of the tourist
product. It is only the whole bundle of components that fully satisfies the
primary and secondary needs of a tourist. In other words, it is the demand side
― and not the supply side ― that makes it necessary to consume bundles of
elements (Menges, 1973:46).
viii. From the consumer’s point of view, the tourist product amounts to his/her
travel experience, including everything experienced and consumed as part of
the trip. According to Heath and Wall (1992:4), the product is an experience
that is achieved through the combination of a diverse array of products and
service. Furthermore, the tourist product has the characteristics of a type A’
service (Koutoulas, 2001:252), due to the fact that the tourist becomes the
external factor of the production process and participates in the provision of
services by tourist businesses (Tietz, 1980:8).
ix. The purpose of a tourist trip is to engage in certain activities that satisfy the
primary tourist needs. For instance, the primary need to relax can be satisfied
by bathing in the sea and basking in the sun. The tourist product provides all
the means needed to engage in the desired activity (Koutoulas, 2001:260),
i.e. a safe beach, warm seawater and sunshine. Actually, the concept of the
Dr. Dimitris Koutoulas Understanding the Tourist Product
8
tourist product cannot be fully understood without determining the particular
activities that a tourist wants to engage in.
x. The tourist product is a carrier of benefits, as is the case with every product
form. It constitutes the means to satisfy both primary and secondary tourist
needs as discussed above. Tourist products consist, on the one hand, of the
attractions that allow tourists to engage in the desired activities and, on the
other hand, of the elements facilitating the tourist’s transition to the destination
and the social reproduction during his/her stay (Koutoulas, 2001:260).
xi. Normally, it is the producers of goods and services who decide which benefits
to incorporate in their products. In the case of the tourist product, this holds true
only for some of its elements. The benefits of several components are not the
result of a management decision, but of natural, cultural and historic
processes. A good example for this is the climate and the beaches of Lesbos.
xii. It is important to stress that consumers perceive tourist products in a
subjective way. The perception depends on each tourist’s socio-economic and
psycho-demographic variables as well as on his/her previous travel experiences,
motivation, conceptions and expectations etc. (Mrnjavac, 1992:121).
xiii. It is very unlikely that two tourists will have exactly the same travel experience.
On the one hand is the subjective perception of each trip as mentioned above.
One the other hand, there is a huge number of goods, services and facilities,
from which each tourist makes his/her own combination (Taylor, 1980:56-57).
Even when some important items are sold together in packages determined by
the tourism producers or intermediaries, each individual trip will still largely
consist of a consumer selection of products, which will be necessarily unique
(Ashworth and Voogd, 1990:8). Thus, each tourist experiences his/her own
unique tourist product. According to Cullen (1989:447), “the experiences of
each traveller differ from those of every other traveller in some way. These
differences are part of the intangible benefits, the sensations of well-being,
acquired by each traveller. The extent of the benefits and their value can be
even harder to measure, since they vary with the personality and disposition of
the recipients.” In short, from an individual tourist’s point of view, each tourist
Dr. Dimitris Koutoulas Understanding the Tourist Product
9
engages in a personalised mix of activities, consumes a personalised set of
goods, services and facilities and experiences the trip in a subjective manner
(Koutoulas, 2001:261). It is impossible to determine each individual’s tourist
product in advance; the exact combination of experiences and consumed
elements can only be established after the trip.
xiv. The tourist product, i.e. the travel experience and the various elements ―
goods, services and facilities ― used and consumed by a tourist as part of
his/her trip, has a total price. This price is not settled in one payment; on the
contrary, it takes several transactions to obtain all elements of the product,
even in the case of an all-inclusive package tour (Koutoulas, 2001:262).
xv. Some of the tourist product’s components are not produced specifically for the
tourist market, with the respective businesses serving other markets, as well. It
is the consumption phase ― and not the production phase ― that makes
some elements part of the tourist product. For instance, most of the
restaurants of Mytilini have tourists among their customers, but their clientele is
predominantly the local population. The same holds true for the grocery shops,
the pharmacies, the bus lines and many other local businesses. The very same
good, service or facility can be a tourist one or not depending not on the way it
is produced or provided but on who will consume or use it (Walterspiel,
1956:8).
These principles constitute the specifications of the definition adopted in this paper. In line
with the above findings, the following definition is proposed (Koutoulas, 2001:474):
The tourist product is defined as the total bundle of functionally interdependent
tangible and intangible elements that enables the tourist on the one hand to engage in
a specific activity at one or at several consecutive destinations and on the other hand
to facilitate the transition to the destination(s) and the social reproduction during the
trip. As a carrier of benefits, the tourist product satisfies both the primary and
secondary tourist needs. Some of these benefits pre-existed in components of the
product, while other benefits were consciously incorporated in the components by the
respective producers. The tourist product’s components ― that include all
aforementioned tangible and intangible elements ― are found in different
Dr. Dimitris Koutoulas Understanding the Tourist Product
10
geographical location (the place of residence, the destination(s) and the transit routes)
and in different time periods (before, during and after the trip). The tourist product
constitutes a type A’ service. From the tourist’s point of view it is equated with
his/her total travel experience that is perceived in a subjective manner; for this
experience he/she pays the total travel expenses. The consumption of the tourist
product primarily allows for the satisfaction of tourist needs (through the benefits
offered) and secondarily promotes the achievement of the organisational targets set
by individual tourist enterprises and collective tourism organisations (through the
obtained income).
The Components of Tourist Products
Tourist products consist of numerous components due to their complex nature. The analysis
of the tourism literature has revealed several approaches to the components, with the respective
authors not agreeing (1) on what constitutes a component of the tourist product and (2) on how
the components are classified.
These components come in various forms (Koutoulas, 2001:394):
Integral products that can be sold independently on the market (such as hotel
accommodation, air transport, admission to visitor attractions etc.)
“Free” or “public” goods, such as the climate and the scenery, that can be used
or consumed by tourists free of charge (Scheuch, 1982:87; Leiper, 1990:147)
Complementary services that cannot be sold independently on the market, such
as the services provided by a tourist information office or by a tour leader.
In this paper, the following definition is adopted:
Components of the tourist product are those integral products, “free and public
goods” and complementary services that perform a specific functional role in the
framework of the total product and that are part of the product because of their
functional characteristics. Components are, therefore, a prerequisite for the total
product, so that the latter can provide the expected benefits to the consumers. The
functional characteristics have been incorporated into the components either by their
respective producers following a conscious managerial decision (in the case of
Dr. Dimitris Koutoulas Understanding the Tourist Product
11
integral products and complementary services), or by the nature and culture of the
destination (in the case of the “free and public goods”). More specifically, it is final
products and not intermediate products or inputs of a production process that are
considered integral products. In addition, integral products should be produced and/or
sold by tourist enterprises that fulfil two characteristics in order to be considered as
components of the tourist product: (1) the products ― good and services ― provided
by these enterprises directly satisfy the needs of tourists; (2) these enterprises come in
direct contact with tourists when trading their products. Components complement
each other, i.e. they are functionally interdependent as each one provides only a part
of the total sum of benefits sought by tourists (Krippendorf, 1971:18 & 34; Zolles et
al., 1981:34; Mrnjavac, 1992:122; Koutoulas, 2001:395).
This definition does not accept certain elements as components of the tourist product, such
as the inputs used by tourist enterprises in their production process and the infrastructure
(consisting of the material, institutional and personnel-related infrastructure that is usually
provided by the government and is a prerequisite for economic development ― Spatt, 1975:76),
because neither constitutes a final product. The definition also excludes those elements that
influence a tourist’s travel experience but that do not have a functional role in satisfying
consumer needs (see Figure 2). For instance, the climate of the Greek islands is a major draw for
tourists from northern Europe and, therefore, can be considered a component of the tourist
product. On the other hand, visitors of London also experience the weather, but most don’t gain
any satisfaction from the rain and cold typical for this city. Therefore, the climate of London
cannot be considered a component of the tourist product.
The literature review and analysis has revealed six different approaches to the classification
of the tourist product’s components. Different criteria are used to group the numerous
components into separate categories:
i. Purpose of creation: Components created for a purpose not related to tourism
are classified as primary tourist supply (such as natural attractions and
historic sites); components created especially for satisfying tourist needs are
classified as secondary tourist supply (such as hotels and theme parks ―
Krippendorf, 1971:19; Kaspar, 1991:64; Mrnjavac, 1992:117).
Dr. Dimitris Koutoulas Understanding the Tourist Product
12
ii. Origin: Man-made elements vs. natural elements (Jaenecke, 1955:2;
Hanrieder, 1992:399; Mill and Morrison 1992:375).
iii. Tangibility: Tangible elements such as hotels and restaurant vs. intangible
elements such as the history and the climate of the destination (Zolles et al.,
1981:44).
iv. Variability: Invariable elements such as the climate and the scenery of the
destination vs. variable elements such as the infrastructure and the transport
services of the destination (Paul, 1977:16).
v. Time of consumption: Components are classified according to the phase of the
trip during which they are consumed: (1) planning or anticipation, (2) travel to
the destination, (3) destination activities, (4) travel back home, (5) recollection
(Taylor, 1980:57).
vi. Functional role: Components attracting tourists to the destination are classified
as primary tourist supply or as attractions (the “primary causal elements”);
components facilitating the travel and stay at the destination are classified as
secondary tourist supply or as amenities or as facilitators (among others
Medlik and Middleton, 1973:132; Coltman, 1989:80; Gunn, 1993:769).
The comparative analysis of these approaches has revealed several methodological
problems in their application and has indicated that the most suitable classification criterion from
a marketing point of view is the functional role of the components (Koutoulas, 2001:396). This
criterion can be used (1) to understand why an element is a component of the tourist product and
(2) to classify components in distinct categories.
Some of the reviewed authors split the two basic categories ― attractions and amenities ―
in several subcategories. The classification adopted in this paper is the most extensive of the ones
found in the literature with a total of seven subcategories, as it assigns each function of the tourist
product with the corresponding component category (Koutoulas, 2001:397). More specifically,
the tourist product performs six distinct functions (Koutoulas, 2001:475):
It enables the tourist to engage in the main activity of his/her trip.
It allows the tourist to engage in this activity and to live the total travel experience
the way he/she wants.
Dr. Dimitris Koutoulas Understanding the Tourist Product
13
It facilitates the transport to and from the destination as well as within the
destination.
It facilitates the tourist’s social reproduction during the trip.
It facilitates the preparation and execution of the travel arrangements.
It allows the tourist to remember and relive the trip and to share his/her travel
experience with other people.
The social reproduction of tourists during their trip means satisfying their daily biological
and social needs according to their usual standard of living at their place of residence (Koutoulas,
2001:253). According to Leiper (1990:96), “tourists, as temporary visitors in a region for at least
one overnight stay, require life support systems: shelter from the environment, somewhere to
sleep, food and drink and, in most cases, require some sort of comfortable amenities
corresponding to their individual preferences while at leisure.”
In accordance with the above functions, the following component categories are defined
(Koutoulas, 2001:476; see also Figure 3):
a. The Primary Tourist Supply includes all the attractions that draw the tourists
to a destination. The benefits offered by the attractions satisfy the primary
tourist needs, i.e. those needs that urge a person to make a tourist trip in order
to satisfy them.
a.1. Means and conditions for engaging in the main activity of the trip at the
destination or inside the mode of transportation (as in the case of cruise
ships and luxury overnight trains): natural conditions, natural and cultural
heritage, people, socio-economic conditions of the destination, artistic
creation, events, facilities, equipment, goods and service related to the
main activity.
a.2. Qualitative aspects defining HOW the tourist wants to engage in the main
activity and to live the total travel experience: e.g. familiar or exotic
destination; short or long distance between the place of residence and the
destination; luxurious or traditional ambience, the particular character of
the destination; hospitable attitude of the local population; good weather;
protected natural environment, secure environment etc.
Dr. Dimitris Koutoulas Understanding the Tourist Product
14
b. The Secondary Tourist Supply includes all the amenities needed by a tourist
to visit a destination and to consume its attractions (Geigant, 1962:114). It also
includes souvenirs and gifts of all kind. The benefits offered by the amenities
satisfy the secondary or derived tourist needs, i.e. those needs arising from the
decision to make a tourist trip.
b.1. Modes of transportation and other components of the transportation
systems: transition from the place of residence to the destination and back
as well as within the destination.
b.2. Means for the tourist’s social reproduction during the trip: elements
performing household functions as well as allowing the tourist to engage
in leisure activities, to communicate with other places, to socialise and to
stay informed. This category includes accommodation, food and beverage
outlets and/or shops selling food, public restrooms (outside the
accommodation), cleaners, hairdressers, telecommunication services,
postal services, sports and other leisure facilities, cultural events, retail
outlets (for recreational shopping) etc.
b.3. Several aspects regarding the preparation and execution of the travel
arrangements in regard to making the trip easier, safer and more
affordable, to prevent or to heal injuries and sickness, to enter a foreign
country, to finance the travel expenses, to make prior payments etc. This
category includes all means of tourist information (travel guidebooks,
maps, national tourist organisations, travel-related websites, local tourist
offices etc.); telecommunications; services provided by tour operators,
travel agencies, escorts, translators, certified travel guides and porters;
vaccines, sun protection, medicine and healthcare services; passports and
visas; travel insurance; credit cards and other financial services; as well as
numerous goods such as suitcases, clothes, photo cameras and films etc.
b.4. Practical aspects of engaging in the main activity of the trip. These
aspects do not constitute attractions but merely support the tourist in
Dr. Dimitris Koutoulas Understanding the Tourist Product
15
engaging in the activity (e.g. sale or rental of sports equipment, lessons by
sports instructors, sports apparel etc.).
b.5. Souvenirs and gifts, usually bearing sentimental and symbolic values for
the tourists. They allow tourists to remember and relive their experiences,
thus prolonging the pleasure of the trip. They are also used for sharing the
travel experience and for strengthening the ties with other people (both at
the place of origin and at the destination). Souvenirs and gifts include a
vast range of goods ― such as typical products of the destination or the
place of origin ― as well as items found or made by the tourist or
received as a gift.
It should be noted that the same component may have two or even more functional roles.
For instance, a famous hotel may be an attraction in itself and not just a substitute for the tourist’s
household. In addition, the very same component can have a different functional role for different
people as shown in the following example: Theatre buffs may come to Greece just for attending a
performance of ancient drama, whereas people visiting Greece for another purpose ― let’s say
for attending a conference ― may see this performance just as a way to spend the evening.
Epilogue
Understanding the tourist product is a prerequisite for effectively marketing a destination or
a tourist business. It is also a useful tool for every social scientist analysing the phenomenon of
tourism.
Unfortunately, the discussion carried out during the last decades has not resulted in a
broader agreement among scientists in regard to the meaning of the tourist product and its
components. There are many incompatible approaches that cover only some of the aspects related
to the product. With this in mind, the definitions and principles formulated in this paper after an
extensive review and analysis of tourism literature attempt to bridge the theoretical deficit of
tourism marketing (Freyer, 1999:35) on this particular issue.
The proposed definition of the tourist product represents a benefit-oriented approach as
required by marketing theory. It is based on the distinction of the primary from the secondary
tourist needs that also explains the complex nature of the product. The definition also stresses the
Dr. Dimitris Koutoulas Understanding the Tourist Product
16
experiential nature of the tourist product and highlights some peculiarities relevant to tourism,
such as the temporal and spatial dimension of the product.
The approach to this complex product form would not be complete without determining its
components. Therefore, a classification system is proposed that allows to characterise an item as
a component of the product and to assign it to the appropriate category according to its functional
role.
The classification covers everything a tourist spends money for. It also includes those
elements that do not result in any expenditure for the tourist ― such as beaches and freely
accessible heritage sites as well as tourist information services ― but that may create costs for
authorities at the destination.
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Dr. Dimitris Koutoulas Understanding the Tourist Product
18
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Dr. Dimitris Koutoulas Understanding the Tourist Product
20
Figure 1: Relations between the Subjects and the Objects of Tourism Marketing (simplified
depiction)
Source: Koutoulas, Dimitris (2001), “The Theoretical Determination of the Tourist Product as a
Presupposition for Tourism Marketing”, doctoral dissertation, University of the Aegean, Chios, p.
474 [in Greek]
Tourists
Collective Organisations
Representing Businesses
and/or Destinations
Tourist Businesses
Products
(Need Sa-
tisfiers)
Money
Needs
Subjects of Tourism Marketing
Objects of Tourism Marketing
Demand
Supply
Dr. Dimitris Koutoulas Understanding the Tourist Product
21
Figure 2: External Factors Influencing A Tourist’s Travel Experience
Source: Koutoulas, Dimitris (2001), “The Theoretical Determination of the Tourist Product as a
Presupposition for Tourism Marketing”, doctoral dissertation, University of the Aegean, Chios, p.
479 [in Greek]
Infrastructure Used by Tourist Enterprises and Tourists
Components of the Tourist Product
TRAVEL
EXPERIENCE
OF A TOURIST
Environmental Factors of the Destination and the Transit
Areas:
♦ Natural factors (e.g. geographical position, climate,
condition of the natural environment, threat by natural
forces such as typhoons and earthquakes)
♦ People:
Personnel of tourist businesses
Other consumers or users (tourists, locals)
Local population
♦ Man-made factors (e.g. architectural features of the
destination)
♦ Social characteristics of the destination (e.g. political
stability, economic development, public health and security)
Dr. Dimitris Koutoulas Understanding the Tourist Product
22
Figure 3: Components of the Tourist Product Classified According to their Functional Role
Source: Koutoulas, Dimitris (2001), “The Theoretical Determination of the Tourist Product as a
Presupposition for Tourism Marketing”, doctoral dissertation, University of the Aegean, Chios, p.
429 [in Greek]
Components of the Tourist Product
(classified according to their functional role)
a. Primary Tourist Supply
(Attractions)
b. Secondary Tourist Supply
(Amenities)
a.1. Means and conditions
for engaging in the main
activity of the trip at the
destination or inside the
mode of transportation
a.2. Qualitative aspects
defining HOW the tourist
wants to engage in the main
activity and to live the total
travel experience
b.1. Modes of
transportation and other
components of the
transportation systems
b.2. Means for the tourist’s
social reproduction during
the trip
b.3. Several aspects
regarding the preparation
and execution of the travel
arrangements
b.4. Practical aspects of
engaging in the main
activity of the trip
b.5. Souvenirs and gifts
