5

The Tourism
Product
By :
Anjani Mega Hapsari (43115010271)
Alvin Denis Saputra (43116010044)
Silfi Defi Saryanti (43116010066)
Desi Triherawati (43116010157)
 Introduction

• The previous chapter outlined the development of particular

places as tourist destinations and described the tourism status
of the world’s major regions.
• Chapter 5 continues to examine the supply side of the tourism
system by focusing on the tourism product, which can be
defined as the combination of tourist attractions and the
tourism industry.
• A discussion of the other major components of the tourism
industry, including travel agencies, transportation,
accommodation, tour operators and merchandise.
 Tourist
Attractions

• The availability of tourist attractions is an essential ‘pull’

factor, and destinations should therefore benefit from
having a diversity of such resources.
• The compilation of an attraction inventory incorporating
actual and potential sites and events, is a fundamental
step towards ensuring that a destination realizes its
tourism potential in this regard.

Natural Natural Cultural Cultural

Sites Events Sites Events
 Natural
Sites

Natural attractions, as the name implies, are associated more closely

with the natural environment rather than the cultural environment.

Hydrology/
Topography
Climate Water

Wildlife Vegetation
Topography Climate

Topography refers to • Essentially, a subtropical range of

geological features in approximately 20⁰–30⁰C is
the physical landscape considered optimal for 3S
tourism.
• Mountains • Another factor, the growing
• Beaches popularity of winter sports such
• Valleys as downhill skiing, snowboarding
Example • Islands and snowmobiling.
• Canyons • Changes in weather within both
• Cliffs the origin and destination regions
• Volcanoes lead to significant seasonal
• Caves fluctuations in tourist flows.
 Hydrology/
Wildlife
Water

• Water is a significant tourism resource • As a tourism resource, wildlife can be

only under certain conditions. classified as captive and non-captive
• Example: wildlife.
 Rivers • The clearest example of the former is
 Waterfalls a zoo, which is a hybrid
 Geothermal Waters natural/cultural attraction.
• At the opposite end of the continuum
are wilderness areas where the
movement of animals is unrestricted.
 Vegetation

• Vegetation exists interdependently with wildlife and, therefore,

cannot be divorced from the ecotourism equation.
• However, there are also situations where trees, flowers or shrubs
are a primary rather than a supportive attraction.
• Examples include the giant redwood trees of northern California
and the wildflower meadows of Western Australia.
 Protected
Natural Areas

As natural attractions, high-order protected areas stand out for at least four reasons.
• Their strictly protected status ensures, at least theoretically, that the integrity and
attractiveness of their constituent natural resources is safeguarded.
• The amount of land available in a relatively undisturbed state is rapidly declining
due to habitat destruction, thereby ensuring the status of high-order protected areas
as scarce and desirable tourism resources.
• Protection of such areas was originally motivated by the presence of exceptional
natural qualities that are attractive to many tourists, such as scenic mountain ranges
or rare species of animals and plants.
• An area having been designated as a national park or World Heritage Site confers
status on that space as an attraction, since most people assume that it must be
special to warrant such designation.
 Natural
Events

• Natural events are often independent of particular locations and unpredictable in

their occurrence and magnitude.
• Bird migrations are good illustration for this one (there are massive numbers of
waterfowl migrations in Saskatchewan, Canada).
• Volcanic eruptions (which appeal to many tourists because of their beauty and
danger). Mt. Yasur of Tanna Island, in Vanuatu, Costa Rica).
• Solar eclipses and comets are rarer but more predictable events that attract large
numbers of tourists.
• Extreme weather conditions can produce natural events, as for example when
abundant rainfall replenishes the usually dry Lake Eyre basin in South Australia,
creating a brief oceanic effect in the desert. This is a good example of an ephemeral
attraction.
 Cultural
Sites

Cultural sites, also known as ‘built’, ‘constructed’ or ‘human-made’ sites.

Economic
Prehistorical Historical Contemporary
Activity

SRAs Retail
 Prehistorical
Including rock paintings, rock etchings,
midden, mounds and other sites
associated with indigenous people,
occur in many parts of Australia, New
Zealand, Canada, UK, the United States
and South Africa.
Example:
• Stonehenge (United Kingdom) is a
primary example.
• The giant carved heads of Easter
Island and the Nazca rock carving
lines of Peru.
Historical
Distinguished from prehistorical sites
by their more definite associations
with specific civilizations or eras that
fall under the scope of ‘recorded
history’.
Example:
• Monument and Structures
• Battlefields
• Heritage Districts and Landscapes
• Museums

Contemporary
Most contemporary attractions have
some historical component, and it is
even becoming increasingly common
to describe phenomena from the latter
half of the twentieth century as
contemporary heritage, which further
blurs the boundaries between past and
present.
Example:
• Ethnic Neighborhoods
• Food and Drink
Economic
Activity
‘Living’ economic activities such as
mining, agriculture and manufacturing
can provide a fascinating and unusual
experience.
Example:
• Canals and Railways
Many canals and railways are now
more valuable as sites for recreation
and tourism than as a means of bulk
transportation for industrial goods —
their original intent.
 Specialized
Recreational Retail
Attractions

SRAs are unique because they are Under certain conditions, retail goods
constructed specifically to meet the and services, like food, are major
demands of the tourism and recreation tourist attractions in their own right,
markets. and not only an associated service
Example: activity.
• Golf Courses Example:
• Casinos • Mega-malls
• Theme Parks • Markets and Bazaars
• Scenic Highways
• Bikeways
• Hiking Trails
• Ski Resorts
 Cultural
Events
• Cultural events can be categorized in several ways, including the extent to which
they are regular or irregular in occurrence, range in size from a small local arts
festival to international mega-events, and may be ‘single destination’ or ‘multiple
destination’ in space or time.
• Example:
o Historical Re-enactments and Commemorations (Re-enactments associated with
the landings of Captain Cook featured prominently in the 1988 Bicentenary
commemorations in Australia)
o Sporting Events (the World Cup and the Olympics)
o World Fairs (Expo 2010 in Shanghai, China)
o Festivals and Performances
 Attraction
Attributes

1. Ownership 2. Orientation 3. Spatial Configuration

• Private ownership is a • An emphasis on
place of tourism owned profitability is affiliated
by the private sector with, but not identical
and usually aims to to, private sector
generate many profits. ownership.
• Public ownership is a • Many management
government-funded assumptions and
tourist venue and aims actions with respect to
to educate, inform and the attractions they
provide a service to its control.
tourism.
• Geographical shape and
size have important
managerial implications.
• A circular or square site
(some national parks)
reduces the length of
the-attraction’s
boundary and thus
reduces the potential
for conflict with
adjacent land uses.
 Attraction
Attributes

4. Authenticity 5. Scarcity 6. Status

• Is a highly ambiguous An important management A useful distinction can be
and contentious implication of scarcity is made between primary or
attribute that has long that a very rare or unique iconic attractions and
been the subject of attraction is likely to be secondary attractions,
academic attention both highly vulnerable and which tourists are likely to
(Cohen & Cohen 2012). highly alluring to tourists visit once they have
• Authenticity is as a consequence of its already been drawn to a
concerned with how scarcity. destination by the primary
genuine an attraction is attraction.
as opposed to imitative
or contrived.

7. Carrying Capacity
The amount of tourism
activity (number of visitors,
amount of development)
that can be accommodated
without incurring serious
harm to a destination and
can be adjusted with
appropriate management.
Attraction
Attributes
8. Accessibility
Structural accessibility the
extent to which a markets
destination is physically
accessible to markets by
air routes, highways, ferry
links, and also through an
entry or exit facilities such
as seaports and airports.
9. Market
Destination and attraction
often vary
depending on the season,
time of day, cost and other
factors. One relevant
dimension is whether the
attraction appeals to the
broad tourism market or to
a particular segment of the
market.
 Attraction
Attributes

10. Image in Tourism 11. Context

Is the sum of the beliefs,
attitudes and impressions
that individuals or groups
hold towards tourist
destinations or aspects of
destinations. Destination
image is a critical factor in
attracting or repelling
visitors.
Describes the
characteristics of the space
and time that surround the
relevant site or event and,
as such, is an attribute that
considers the actual and
potential impacts of
external systems.
 The
Tourism Industry

The tourism industry, as described in chapter 2, includes the businesses that provide
goods and services wholly or mainly for tourist consumption.

Travel Tour
Transportation Accommodation
Agencies Operators

Industry
Merchandise
Structure
 Travel
Agencies
• Their primary function is to provide retail travel services to customers on a
commission basis from cruise lines and other tourism sectors or on a fee basis
from customers directly.
• They are an important interface or intermediary between consumers and other
tourism businesses.
• All these traditional assumptions about the role and importance of travel
agents within tourism systems have been challenged by the ongoing
phenomenon of disintermediation, which is the removal of intermediaries such
as travel agents from the distribution networks that connect with products (e.g.
accommodations and destinations). An added challenge has been the process
of decommissioning, which began in the mid-1990s, where in airlines no longer
pay a standard commission (often 10 per cent) to travel agents in exchange for
airfare bookings.
 Transportation
1. Air
As a commercial activity, air transportation is
differentiated between scheduled airlines.
The last category is by far the smallest and
most individualized. The major difference
between the first two is the flexibility of
charter schedules and the ability of charters
to accommodate specific requests from
organizations or tour operators.
Example:
• Garuda Indonesia
• Cathay Pacific Airways
• Emirates
• Singapore Airlines
• Qatar Airways
2. Road
Only certain elements of the road-based
transportation industry, including coaches,
caravans and rental cars are strongly
affiliated with the tourism industry. Coaches
remain a potent symbol of the package tour
both in their capacity as tour facilitators and
as transportation from airport to hotel.
Caravans remain popular because of their
dual accommodation and transportation
functions. The rental car industry has
benefited from the expansion of air
transportation, as many passengers
appreciate the flexibility of having access to
their own vehicle once they arrive at a
destination.
 Transportation
3. Railway
The rail industry as a whole now plays a
marginal role in tourism, but there are two
areas where this involvement is more
substantial. The first concerns regions, such
as Western Europe and East Asia, where
concentrated and well-used rail networks
facilitate mass tourism travel. The second
perspective, train tours also attract the higher
end of the market in terms of income.
4. Water
The great ocean liners that once dominated
the trans-Atlantic trade are now in a situation
comparable to the great rail journeys — a
high-end but residual niche product. Cruising
has become increasingly popular in Australia
with permanently basing ships in major
ports, and lines from other countries basing
vessels in Australia for three-to-four-month
seasons. Important trends include the
proliferation of ever larger mega cruise liners
such as Royal Caribbean International’s Allure
of the Seas and Oasis of the Seas, which each
boast a capacity of more than 5000
passengers.
Accommodation

Accommodation industry is now characterized by a high

level of diversity and specialization.

• Boutique Hotels
• Convention Hotels
Example • Airport Hotels
• Motels
• Resorts Hotels
 Tour
Operators

Outbound Inbound
Tour Tour
Operators Operators

Often based in major gateway cities,

Based in origin regions and generally are
large companies that organize volume-
driven package tours and the travel
groups that purchase these.
arranges (also on a commission basis)
destination itineraries and local services
such as transportation, access to
attractions, local tour-guiding services
and, in some cases, accommodation.
 Merchandise

• Tourism-related merchandise can be divided into items

purchased in the origin region or the destination region.
1. Origin region merchandise includes camping equipment, luggage
and travel guidebooks. The latter continue to serve as a major
influence on destination selection and tourist behavior once in the
destination.
2. Souvenirs are the dominant form of merchandise purchased by
tourists within destinations. These can range from jewelry trinkets
and T-shirts to expensive, highly ornate crafts, artworks and
clothing.
 Industry
Structure
• Corporate changes and re-alignments take place continually within the
tourism industry and illustrate a process known as integration.
• Horizontal integration occurs when firms attain a higher level of
consolidation or control within their own sector.
• Horizontal integration also results from the independent establishment
of subsidiaries, which diversify the firm’s basic product line and thereby
cushion the impact of any shifts in consumer demand, for example from
first-class to budget accommodation preferences.
• In contrast, vertical integration occurs when a firm obtains greater
control over elements of the product chain outside its own sector.