Tourism Product

Development
Playbook
GUIDE
 OBJECTIVE

This Guide has been developed to provide

additional information and tools to accompany the
Tourism Product Development Playbook.

The Tourism Development Playbook has been

developed by Target Euro as part of the Compete
Caribbean Consultancy to Develop Tourism
Products & Proposing a Governance Model with the
help of the Guyana Tourism Authority and the
Tourism & Hospitality Association of Guyana.

Target Euro is a consultancy firm

specialised in multidisciplinary projects
with an emphasis on the tourism sector.
Since 1997, Target Euro have carried out more than 140
strategic planning consultancies with international
development cooperation agencies, local governments
and public and private entities in more than 60 countires.
They have an extensive network of over 120 international
professionals to provide their clients with the highest
level of expertise in a wide range of disciplines.

www.targeteuro.eu
[email protected]
 TABLE OF CONTENTS
Objective 1
What is a tourism product? 2
Road map 3

PHASE 1: IDENTIFYING POTENTIAL 4

Step 1: Inventory of tourism assets 4
Step 2: Conduct market research 5
Step 3: Stakeholder analysis 7
Check List PHASE 1 9
Quiz Time PHASE 1 11

PHASE 2: MARKET READINESS ASSESSMENT 12

Step 4: Quality Assessment 12
Step 5: Define product concept 15
Step 6: Public policies & investment plans 18
Check List PHASE 2 19
Quiz Time PHASE 2 21
22
PHASE 3: BUILDING A TOURISM PRODUCT
Step 7: Cooperation with Local Suppliers 22
Step 8: Quality Human & Technical Resources 24
Step 9: Create a Detailed Itinerary 25
Step 10: Determine a Pricing Strategy 27
Step 11: Create a Range of Tour Packages 28
Step 12: Create a Marketing Plan 29
Check List PHASE 3 32
Quiz Time PHASE 3 35
36
PHASE 4: PRODUCT LAUNCH
Step 13: Launch your Product 36
Step 14: Provide Excellent Customer Service 38
Check List PHASE 4 39
Quiz Time PHASE 4 40

PHASE 5: FINE TUNING & UPSCALING 41

Step 15: Continuously Monitor & Improve 41
Check List PHASE 5 43

Common mistakes to avoid 44

Examples of River Destinations 46
Key Resources 48
Quiz Time Answers 51

1
WHAT IS A TOURISM PRODUCT?
The United Nations World Tourism Organisation
(UNWTO) defines a Tourism Product as "a
combination of tangible and intangible elements,
such as natural, cultural and man-made
resources, attractions, facilities, services and
activities around a specific centre of interest”.
Some examples of Tourism products are Cultural
tourism, Gastronomy and Wine tourism,
Sun&Beach tourism, etc.

For more information see:

https://www.unwto.org/tourism-development-
products#:~:text=As%20defined%20by%20UNWTO
%2C%20a,and%20creates%20an%20overall%20vis
itor
 ROAD MAP
PHASE 1
IDENTIFYING POTENTIAL
STEP 1: Inventory of Tourism Assets
STEP 2: Conduct Market Research
STEP 3: Stakeholder Roles

PHASE 2
MARKET REDINESS
ASSESSMENT
STEP 4: Quality Assessment &
Gap Analysis
STEP 5: Define Product
Concept
STEP 6: Public Polices &
Investment Plans

PHASE 3
BUILDING A TOURISM
PRODUCT
STEP 7: Cooperation with Local
Suppliers
STEP 8: Quality Human &
Technical Resources
STEP 9: Create a Detailed
Itinerary
STEP 10: Determine a Pricing
Strategy
STEP 11: Create a Range of Tour
PHASE 4
Packages
STEP 12: Create a Marketing PRODUCT LAUNCH
Plan STEP 13: Launch your Product
STEP 14: Provide Excellent
Customer Service
PHASE 5
FINE TUNING &
UPSCALING
STEP 15: Continuously Monitor & Improve

3
 PHASE 1
IDENTIFYING
POTENTIAL
BASELINE INFORMATION is the foundation for the development of tourism
products. It requires a comprehensive understanding of the destination, its
tourism assets, the potential markets to sell and promote to, and national
and local stakeholders to be involved in product development.
This involves mapping tourism assets, conducting market research,
understanding the role of stakeholders, and determining the potential for
developing tourism products and experiences. Additionally, it involves
studying various market segments and their varied requirements, identifying
the target markets, understanding the needs and preferences of tourists
through market data.

STEP 1:
INVENTORY OF TOURISM ASSETS

Creating an inventory of tourism assets is an essential step in determining

the potential for tourism products. The process involves identifying and
assessing key attractions, experiences, services, facilities, infrastructures,
and resources that can be used to create tourism products and experiences.
It helps to identify the strengths and weaknesses of your destination, and
develop strategies that maximize the potential for tourism development
while minimizing the negative impacts on the environment and the local
community.

Mapping the inventory of assets is crucial to be able to define the six A's of
tourism products in the destination: Attractions (1), Activities (2),
Accommodations (3), Amenities (4), Accessibility (5), and Ancillary services
(6).

The Caribean Tourism Organization and Compete Caribbean have put

together a Tourism Asset Inventory tool which you can download and follow.
 STEP 2:
CONDUCT MARKET RESEARCH

The second step in tourism product development is to determine the

potential of each product by conducting market research. This involves
identifying target markets, understanding their needs and interests, and
researching your destination's competition. Through market research, you
can gain valuable insights into the demand for your product, the
competition, and the current tourism idustry trends. This information can be
used to refine the product concept and identify opportunities to
differentiate the product from competitors.

To conduct effective market research, it's essential to identify target

markets for each product, including characteristics of the ideal customer,
including their age, gender, interests, and spending capacity. By
understanding the needs and preferences of your target market, it's
possible to design a product that appeals to their interests and provides a
unique experience.

There are many sources of information that can be used to gather data on
tourism market trends and statistics, especially the GTA and THAG. By using
a combination of these sources, it will be possible to gain a comprehensive
understanding of the tourism market and identify opportunities to develop a
successful tourism product.

Here are some examples:

Industry reports:
Tourism industry reports can provide valuable insights into current and
future market trends. These reports are often produced by industry
associations, research firms, and government agencies, and can be
purchased or accessed online. Examples of industry reports include the
World Travel & Tourism Council's (WTTC) annual reports, the United Nations
World Tourism Organization (UNWTO) market reports, and research from
travel and tourism market research firms like Euromonitor.

5
Government statistics:
Government statistics can provide a wealth of information on tourism trends
and patterns. The GTA can provide data on visitor arrivals and other key
information. You can also look at data from government agencies such as
the National Bureau of Statistics, which provides data on visitor spending in
Guyana. Tourism Boards and Ministries in other countries also publish this
information and can help you learn about your competitor destinations.

Online surveys:
Online surveys can be a useful tool for gathering information on target
markets and customer preferences. You can use online survey platforms like
Surveyhero or Google Forms to create and distribute surveys to your target
audience.

Social media analytics:

Social media platforms like Facebook, Twitter, and Instagram can provide
insights into consumer behaviour and preferences. You can use social media
analytic tools like Hootsuite or Sprout Social to track engagement,
sentiment, and other metrics related to your target audience.

Trade shows and conferences:

Attending industry trade shows and conferences can be a great way to
gather information on emerging trends and network with other tourism
industry professionals. Some popular tourist tradeshows and conferences
include ITB Berlin, World Travel Market, and the Adventure Travel World
Summit.

Online databases:
Online databases can be a valuable resource for gathering data on tourism
trends and statistics. Examples include the World Tourism Organization's
Tourism Dashboard, which provides data on international tourism arrivals
and receipts, and the Statista database, which contains statistics on the
travel and tourism industry.

Industry publications:
Tourism industry publications like Travel Weekly, Skift, and Travel Trade
Gazette can provide insights into current trends and emerging issues in the
industry.
Academic research:
Academic research can provide in-depth analysis and insights into the
tourism industry. It is possible to access academic journals and research
papers through online databases like JSTOR and Google Scholar.

Focus groups:
Focus groups can be a useful tool for gathering qualitative data on customer
preferences and opinions. It is possible to recruit participants through social
media, online forums, or by partnering with local tourism organizations.

Online reviews and ratings:

Online reviews and ratings on platforms like TripAdvisor and Foursquare can
provide insights into customer preferences and opinions on specific tourism
products and destinations.

STEP 3:
STAKEHOLDER ROLES

Tourism product development is the result of the collaborative efforts of

various stakeholders. It involves identifying all the stakeholders in the public
and private sectors, DMOs, tourism businesses, and their respective roles in
creating or developing part of a tourism product.
Here are some tips on how to understand the stakeholder role:

Stakeholder analysis:
Conduct a stakeholder analysis to identify the level of influence and interest
of each stakeholder in the project. This analysis can help prioritise
stakeholders and determine how to effectively engage and communicate
with them.

Identify stakeholders:
Identify all the stakeholders involved in the tourism product development
process, including the public and private sectors, DMOs, tourism businesses,
and other allied businesses.

Understand the stakeholder roles:

Understand the role of each stakeholder in the product development
process, including their contributions, responsibilities, and expectations.

7
Conduct stakeholder meetings:
Conduct stakeholder meetings to discuss project goals, timelines, and
progress assessments. Use these meetings to gather feedback, make
necessary adjustments, and ensure that all stakeholders are aligned with
your project vision.

Consider sustainability:
Consider the environmental, social, and economic impact of your tourism
product on your destination and involve stakeholders in developing
sustainable solutions.

Address conflict:
Conflict can arise between stakeholders during the product development
process. It's important to address these conflicts early on to prevent them
from derailing the project. Encourage open communication and dialogue to
resolve conflict and find mutually beneficial solutions.

Cultural sensitivity:
Tourism products often involve cultural experiences and interaction with
local communities. It's important to consider cultural sensitivity and involve
stakeholders who can provide insights on local customs, traditions, and
values.

Involve customers:
Customers are also important stakeholders in tourism product
development. Involve customers in the development process through focus
groups, surveys or just a simple chat to gather feedback and insights on
their needs and preferences.

Monitor progress:
Monitor progress regularly by conducting progress assessments and
evaluating the effectiveness of your project plan. Make necessary
adjustments to your project plan based on feedback from stakeholders and
changes in the market or customer demand.

Monitor and evaluate outcomes:

Once your tourism product has been developed, it's important to monitor
and evaluate its outcomes to ensure that it's meeting the needs of
customers and stakeholders. Use metrics such as customer satisfaction,
visitor numbers, and economic impact to evaluate the success of your
product.
 CHECK LIST
PHASE 1
Tick the boxes as you complete the list

HOW TO DEVELOP A TOURISM INVENTORY

Identify all key Tourist Attractions that can attract visitors to your
destination

Map all the Tourism Activities and Experiences that tourists can do

Assess all Tourism Facilities, Amenities and Services that tourists

can use

Analyse all the Resources that your product will need to be

successful

Identify Complementary Services and Infrastructure that can be

included in your product

HOW TO DO EFFECTIVE MARKET RESEARCH

Identify the target market for each product, their needs and
interests: age, gender, travel preferences

Research the competition to understand their products,

pricing strategies, and marketing tactics

Gather data on tourism trends by observing first hand or ask

for data from trusted sources like the GTA or THAG.

Use the insights gained to refine each product concept

9
HOW TO CARRY OUT AN EFFECTIVE
STAKEHOLDER ANALYSIS

Identify stakeholders and understand their roles

Engage local communities

Conduct meeting with stakeholde to discuss roles, expectations,

issues and input in tourism products

Create a project plan that outlines your vision and action plan

Foster collaboration and develop partnerships

Address any areas of conflict

Get feedback from your customers. This can be done through a

short survey

Encourage environmental, social, and economic sustainability

 PHASE 1

Quiz
What is the first step in the development of tourism products?

What is the purpose of mapping tourism assets?

What does understanding the role of stakeholders involve?

What are the two types of market research conducted to determine the
potential for tourism products?

What are the two types of information studied when identifying target
markets?

Puzzles
Create a word search with words related to tourism product development.

Create a crossword puzzle with clues related to tourism product

development.

Trivia
What is the difference between qualitative and quantitative market
research?

What is the purpose of a Public Policies & Investment Plan?

What is the purpose of creating packages for different market segments?

What is the importance of providing excellent customer service?

What are the benefits of continuously evaluating, monitoring, and improving

a tourism product?

11
 PHASE 2
MARKET
READINESS
ASSESSMENT
PHASE 2: Market Readiness Assessment is focused on assessing the quality
and potential of your tourism product. This involves carrying out qualitative
assessments and gap analyses and defining a product concept.

Additionally, a Public Policies & Investment Plan is needed to provide a

roadmap for government agencies and private investors to invest in the
development of tourism products and infrastructure. Through this process,
it is possible to draft a final tourism products portfolio with considerations
on market readiness and criteria for prioritisation and timing.

STEP 4:
QUALITY ASSESSMENT AND GAP ANALYSIS

Compared to "Inventory of Tourism Assets” (Step.1), this step is a more

specific analysis of the quality of each potential tourism product you
identiifed in Phase 1. The analysis should be carried out using the quality
assessment checklist below.

QUALITY ASSESSMENT CHECKLIST

Ease of access

Is your tourism product easily accessible by various modes of

transportation?

Is the transportation infrastructure well-developed and efficient?

Is there proper signage and information available to guide

visitors to your tourism product?
Attractiveness and proximity to other attractions

Is the tourism product attractive and visually appealing?

Is it located in a scenic area or within close proximity to other

attractions?

Are there provisions for outdoor activities and recreation?

Cleanliness and maintenance

Are the facilities and surrounding areas clean and well-maintained?

Are restrooms and other amenities in good condition?

Are there provisions for waste disposal and recycling?

Visitor safety and security

Are there adequate measures in place to ensure visitor safety

and security?
Is the tourism product equipped with fire safety provisions and
emergency exits?

Are there trained staff on site to handle emergencies?

Overall visitor experience

Are the facilities, activities, and services of good quality?

Are there provisions for visitors with special needs?

Are there adequate food and beverage options available?

13
Educational value

Does the tourism product provide educational value to visitors?

Is there information available on the cultural, historical, or

environmental significance of the product?

Are there guided tours or other educational programs available?

Quality of customer service provided by staff

Are all staff members friendly, courteous, and helpful?

Are they knowledgeable about the tourism product and its offerings?

Do they provide prompt and efficient service?

Do they handle complaints and issues in a professional and

empathetic manner?

Availability of information and assistance

Is there adequate information available about the tourism product

and its offerings?

Is the information accurate and up-to-date?

Are there maps, brochures, and other material available for visitors?

Is there staff available to provide assistance and answer questions?

Value for money

Are the prices for admission, activities, and services reasonable

and competitive?

Are there discounts or special offers available for certain groups

or events?
Are visitors getting their money's worth in terms of the quality
of the experience?
Sustainability

Does the tourism product have a positive impact on the environment

and local communities?

Are there measures in place to reduce waste and conserve resources?

Are there efforts to involve and benefit the local community through
employment or other programs?

STEP 5:
DEFINE PRODUCT CONCEPT

Based on the information gathered in Phase 1 (Steps 1, 2, and 3) and Phase 2

(Step 4), you can now define your product concept. Your product concept
should capture the essence of the tourism product and communicate its
unique selling points and value to your target market. You should develop
your product concept in alignment with your destination's /country's overall
tourism strategy and vision.

Product name
The product name should be catchy, simple, memorable, and easy to
pronounce. It should reflect the essence of the tourism product and be
appealing to the target market.

Product description
The product description should be concise, clear, and compelling. It should
highlight the unique selling points of the tourism product and communicate
its value proposition to the target market. The product description should
also be aligned with the destination's overall tourism strategy and vision.

Key features
The key features of the tourism product should be identified and
communicated to your target market. These features may include the
location, activities, amenities, cultural or historical significance, and
environmental sustainability.

15
Target market
The target market should be clearly defined based on market research and
stakeholder input. The target market may include demographics, interests,
travel behavior, and preferences.

Benefits
The benefits that the tourism product offers to the target market should be
clearly articulated in the product concept. These benefits may include
relaxation, adventure, cultural immersion, education, or environmental
sustainability.

Competitive advantage
The competitive advantage of the tourism product should be identified and
communicated to the target market. This may include unique features,
superior quality, pricing, or location.

Pricing strategy
The pricing strategy for the tourism product should be developed based on
market research and competitor analysis. The pricing strategy should be
competitive and aligned with the value proposition.

Distribution channels
The distribution channels should be identified and communicated in the
product concept. These channels may include travel agencies, online travel
platforms, or direct sales.

Marketing strategy
The tourism product marketing strategy should be developed on market
research and stakeholder input. The marketing strategy should be aligned
with the destination's overall tourism strategy and vision and should
communicate the product's unique selling points and value proposition to
the selected target markets.
Some successful tourism product concepts in
Latin America and the Caribbean:

Adventure tourism in Costa Rica

Costa Rica has successfully marketed itself as a

destination for adventure tourism, offering visitors
the opportunity to explore the country's natural
beauty and biodiversity through activities such as
zip-lining, hiking, and wildlife watching. The
product concept emphasises the country's
commitment to environmental conservation and
sustainable tourism practices, as well as the
variety and excitement of the adventure activities
available.

Eco-tourism in Belize

Belize has successfully marketed itself as a

destination for eco-tourism, offering visitors the
opportunity to explore the country's diverse
ecosystems and natural wonders, including the
Belize Barrier Reef, a UNESCO World Heritage Site.
The product concept emphasizes the country's
commitment to environmental conservation and
sustainable tourism practices, as well as the
unique experiences visitors can have, such as
snorkeling with whale sharks and exploring ancient
Maya ruins.

17
 STEP 6:
PUBLIC POLICIES & INVESTMENT PLANS

The public policies and investment plan is a key tool that can be developed
with national level tourism stakeholders, such as the GTA, THAG and the
Department of Tourism, this plan should address the following areas:

Infrastructure
Infrastructure required to support the development and implementation of
the tourism product portfolio, such as transportation, accommodation, and
public facilities.

Regulations
Regulations and policies required to ensure safety, sustainability, and
quality, such as environmental regulations, health and safety standards, and
licensing requirements.

Marketing and promotion

Marketing and promotional activities required to communicate the tourism
product portfolio to your target market, such as advertising, public relations,
and trade shows.

Capacity building
Capacity building activities needed to develop the skills and knowledge of
tour operators, local communities, and other stakeholders, such as training
programs, workshops, and mentoring.

Funding and investment

Funding and investment required to support the development and
implementation of the tourism product portfolio, such as public-private
partnerships, grants, and loans.

By developing public policies and an investment plan, the destination can

ensure that the necessary resources are available to support the
development and implementation of the tourism product portfolio. This will
help to create a favorable environment for tourism investment and
development, as well as ensure that the destination's tourism products are
sustainable, of high quality, and meet the needs and expectations of the
target market.
The following are some guidelines on how to develop a Public Policies &
Investment Plan:

Identify the tourism vision and goals

The first step is to identify the vision and goals for tourism development in
your destination. This involves identifying your target markets,
understanding the needs and preferences of tourists, and developing
products and experiences that meet those needs.

Develop public policies

Based on the tourism vision and goals, it is possible to develop public
policies that support tourism development. This includes policies related to
infrastructure development, environmental sustainability, cultural
preservation, and social inclusion.

Identify investment opportunities

Together with the development of public policies, the Plan should identify
investment opportunities that align with the overall vision and goals for
tourism development. This includes identifying areas where public
investment is needed to support infrastructure development and where
private investment is needed to support the development of tourism
products and experiences.

Coordinate with stakeholders

Developing a Public Policies & Investment Plan requires coordination with a
range of stakeholders, including government agencies, private investors,
and local communities. This involves creating a platform for dialogue and
collaboration to ensure that the plan is inclusive and reflects the needs and
aspirations of all stakeholders.

Monitor and evaluate

The Public Policies & Investment Plan should be monitored and evaluated on
an ongoing basis to ensure that it remains relevant and effective in
achieving the tourism vision and goals for the destination.

19
 CHECK LIST
PHASE 2
Tick the boxes as you complete the list

GO THROUGH THE QUALITY CHECKLIST

HOW TO DEFINE A PRODUCT

CONCEPT

Give your product a catchy, simple, and memorable name

and an exciting theme

The product description should be clear, concise and

compelling. It must highlight unique selling points and
communicate value to the target market
Identify key feature and benefits, such as, location, activities
or cultural or historical significance, such as a legend or
interesting story

Identify your target market based on market research and

stakeholder input

Identify the target market for each product, their needs and
interests: age, gender, travel preferences

Research the competition to understand their products,

pricing strategies, and marketing tactics

Gather data on tourism trends by observing first hand or ask

for data from trusted sources like the GTA or THAG.

Use the insights gained to refine each product concept

 PHASE 2

Quiz
What is the purpose of PHASE 2: MARKET READINESS ASSESMENT?

What are the two components of the product concept?

What is the purpose of carrying out qualitative assessments and gap

analyses?

What is the purpose of a Public Policies & Investment Plan?

What are the two considerations for drafting a final tourism products
portfolio?

Puzzles
Create a word search with words related to market readiness assessment.

Create a crossword puzzle with clues related to market readiness

assessment.

Trivia
What is the difference between qualitative and quantitative assessments?

What is the importance of understanding the role of stakeholders in tourism

product development?

What are the benefits of creating packages for different market segments?

What is the importance of staying up to date with the latest trends and
customer feedback?

What criteria can be used for prioritisation and timing of tourism product
development?

21
 PHASE 3
BUILDING A
TOURISM
PRODUCT
PHASE 3: TOURISM PRODUCT BUILDING involves creating a detailed itinerary
for each product, matching the product with the market through packaging,
determining the cost and pricing strategy, establishing partnerships with
local suppliers, developing a marketing plan, and providing human and
technical resources.

Creating a detailed itinerary includes considering the duration, the number

of activities, how long each activity will take, and the logistics involved.
Developing marketable and sellable tour packages will match your product
with the identified market segments. A cost and pricing strategy will ensure
that your product is priced competitively while also generating a profit.
Partnerships with local suppliers are needed to provide the services included
in the product. A marketing plan is developed to communicate the
functional and emotional benefits of tourism at the destination. Finally,
human and technical resources are required to cater to the needs of tourists
and handle all tourism-related operations at the destination.

STEP 7:
COOPERATION WITH LOCAL SUPPLIERS
By working closely with local suppliers, you can create a high-quality tourism
product that meets the needs and expectations of your customers while
supporting the local economy and community. Overall, local suppliers can
offer a wealth of knowledge, resources, and expertise that can help you
create bespoke tourism products that meet the needs and expectations of
your customers. By working closely with local suppliers, you can tap into
their local knowledge and expertise to create unique and authentic
experiences that showcase the best of the destination.
Additionally, local suppliers can help you to navigate local regulations,
customs, and cultural norms, which are crucial in ensuring a smooth and
successful tourism product. Ultimately, by building strong partnerships with
local suppliers, you can create a sustainable and mutually beneficial tourism
ecosystem that supports the local community and economy.

Working closely with local suppliers involves building strong partnerships

and establishing clear lines of communication and collaboration. Here are
some tips for working closely with local suppliers:

Build relationships
Take the time to get to know your local suppliers and build relationships
based on trust and mutual understanding. This can involve meeting with
them in person, attending industry events, or participating in local tourism
organisations.

Share information
Keep your local suppliers informed about your tourism product plans, target
market, and pricing strategy. This can help them to tailor their services to
meet the needs of your customers and provide valuable feedback on how to
improve the product.

Collaborate on product development

Work with your local suppliers to develop new products and experiences
that showcase the best of the destination. This can involve brainstorming
sessions, site visits, or joint marketing campaigns.

Establish clear expectations

Set clear expectations and guidelines for working with your local suppliers,
including quality standards, pricing, and payment terms. This can help to
avoid misunderstandings and conflict down the line.

Provide feedback
Provide constructive feedback to your local suppliers on the quality of their
services and how they can improve. This can help to build trust and
strengthen the relationship over time.

23
 STEP 8:
QUALITY HUMAN & TECHNICAL RESOURCES

By providing skilled staff and contemporary technology, you can improve the
efficiency and effectiveness of tourism-related operations, leading to a
positive customer experience. Clear communication channels between staff
and customers can also improve the overall experience. It's important to
continuously evaluate and improve these resources to ensure that they
meet the evolving needs of customers and staff

Here are some tips on how to provide these resources efficiently:

Skilled staff
Hire skilled staff who are knowledgeable about the destination and have
excellent customer service skills. Provide training to staff on your tourism
product and its unique selling points, as well as on customer service and
communication skills.

Contemporary technology
Invest in contemporary technology that can help to streamline operations
and improve customer experience. This could include online booking
systems, mobile apps, and virtual reality tours.

Effective operations
Ensure that all tourism-related operations are handled effectively, including
transportation, accommodation, activities, and other services. Implement
efficient processes and systems to ensure that customers have a seamless
and enjoyable experience.

Clear communication
Provide clear communication channels for staff to communicate with each
other and with customers. This could include mobile devices, messaging
apps, and other communication tools that allow for real-time
communication.

Continuous improvement
Continuously evaluate and improve human and technical resources to
ensure that they meet the needs of customers and staff. This could include
providing additional training to staff, upgrading technology, and making
process improvements to streamline operations.
 STEP 9:
CREATE A DETAILED ITINERARY
A detailed itinerary outlines the activities, accommodations, transportation,
and other services that make up your tourism product. A well-designed
itinerary can be a powerful marketing tool, helping to attract potential
customers and differentiate your product from competitors. It also helps to
ensure that customers have a memorable and enjoyable experience, leading
to positive reviews and repeat business.

A well-designed itinerary should include the following elements:

Activities
List all activities that will be included, such as sightseeing, adventure, sports,
cultural experiences, and other attractions. Make sure to include the
duration of each activity and any necessary logistics such as transportation
and equipment.

Accommodation
Include information on the accommodations that will be provided, such as
hotels, lodges, or campsites. Provide details on the type of room, amenities,
and services that will be included.

Transportation
Provide details on the transportation that will be provided, such as flights,
trains, or buses. Include information on the departure and arrival times, as
well as any necessary connections or transfers.

Meals
Include information on the meals that will be provided, including the number
of meals per day, the type of food, and any dietary requirements that will be
accommodated.

Free time
Allow for some free time in the itinerary to give customers the opportunity to
explore the destination on their own. Provide recommendations on activities
or attractions that can be done during this time.

25
How can I make sure my itinerary is well-
balanced?

When designing your itinerary, it's important to consider the preferences

and interests of your target market. Make sure that your itinerary is well-
balanced, providing a mix of activities and experiences that will appeal to a
wide range of customers.

Creating a well-balanced itinerary involves including a variety of activities

and experiences that appeal to a wide range of customers. Here are some
tips to ensure that your itinerary is well-balanced:

Consider your target market

Think about the interests and preferences of your target market. Consider
their age, gender, culture, and spending capacity when selecting activities
and attractions.

Mix of activities
Include a mix of activities, such as sightseeing, adventure sports, cultural
experiences, and other attractions. This will appeal to customers with
different interests and preferences.

Allow for free time

Allow for some free time to give customers the opportunity to explore the
destination on their own. Provide recommendations on activities or
attractions that can be done during this time.

Consider the duration of activities

Consider the duration of each activity and make sure that the itinerary is not
too busy or rushed. Allow for enough time for customers to enjoy each
activity and fully immerse themselves in the experience.

Include rest and relaxation

Include rest and relaxation in the itinerary, such as spa treatments, leisurely
walks, or time at the beach. This will help customers unwind and recharge.
Rest and relaxation activities are an essential part of a well-balanced
tourism product itinerary.
 STEP 10:
DETERMINE A PRICING STRATEGY

The cost of developing and operating your tourism product will depend on
several factors, including the type of experiences you offer, the duration of
the internary, and the number of participants, ou should also consider
marketing expenses. Once you have determined the cost, you can set a
pricing strategy that will cover your expenses and generate a profit.
Determine the cost of developing and operating your tourism product,
including marketing expenses. Based on your costs, competition, and
demand, set a pricing strategy that will cover your expenses and generate a
profit.

Determining the cost and pricing strategy for a tourism product involves
considering various factors to ensure that the product is priced
competitively while also generating a profit. Here are some steps to follow:

Determine the cost of the product

Calculate the cost of all the components that make up the product,
including accommodations, transportation, meals, activities, and other
services. This will give you a clear understanding of the total cost of the
product.

Consider the target market

Consider the spending capacity and expectations of your target market.
This will help you determine the price point that your customers are willing
to pay.

Analyse the competition

Analyse the pricing strategies of your competitors to ensure that your
pricing is competitive.

Determine the profit margin

Determine the profit margin that you want to achieve. This will help you
determine the price that you need to sell the product at to achieve your
profit goals.

Choose a pricing strategy

Choose a pricing strategy that suits your product and target market. This
could include cost-plus pricing, value-based pricing, or dynamic pricing.

27
Test your pricing strategy
Test your pricing strategy by offering the product at different price points
and measuring customer response. This will help you determine the optimal
price point for the product.

Monitor and adjust pricing

Monitor the pricing strategy and make necessary adjustments based on
changes in the market and customer demand. This could include adjusting
prices during peak and off-peak seasons, offering promotions or discounts,
or adjusting prices based on customer feedback.

By following these steps, you can determine the cost and pricing strategy
for your tourism product, ensuring that the product is priced competitively
while also generating a profit. It's important to consider the target market,
competition, and profit margins when choosing a pricing strategy and to
continuously monitor and adjust pricing based on market changes and
customer demand.

STEP 11:
CREATE A RANGE OF TOUR PACKAGES

Using your detailed Itinerary with prices, you can now develop a one day or
multi day tour packages to promote and sell to your target markets.

Here are some tips on how to do this:

Identify your target market

Define your target market based on factors such as age, gender, interests,
and spending capacity. This will help you create a product that appeals to
their needs and preferences.

Conduct market research

Conduct market research to understand the demand for your product, the
competition, and the current trends in the tourism industry. This will help
you refine your product concept and identify any potential challenges.

Design packages that meet the needs of your target market

Design packages that meet the needs and preferences of your target
markets. Consider factors such as the duration of the package, the type of
experiences included, the level of luxury or adventure, and the price point.
Create a clear and compelling message
Create a clear and compelling message that communicates the value of
your product to your target market. Use language and imagery that
resonates with your target market and highlights its unique selling points.

Use targeted marketing

Use targeted marketing to reach your target market. Use online and offline
channels such as social media, email marketing, search engine
optimisation, and influencer marketing.

Offer flexible options

Offer flexible options in your packaging to accommodate the needs and
preferences of your target market. This could include the option to
customise the itinerary, to choose between different accommodation
levels or to choose between different activity options.

Provide excellent customer service

Provide excellent customer service to ensure that your customers have a
positive experience. This includes prompt and clear communication,
efficient problem-solving, and attentive service.

By matching your tourism product with the market through packaging, you
can create a successful product that meets the needs and preferences of
your target market. Consider the needs and preferences of your target
market when designing your package and use targeted marketing to reach
your target market. Provide excellent customer service to ensure that your
customers have a positive experience, leading to positive reviews and
repeat business.

STEP 12:
DEVELOP A MARKETING PLAN

To promote your tourism product, you will need to develop a marketing plan.
This should include a mix of online and offline channels, including social
media, travel blogs, and travel agencies. You should also consider attending
trade shows and other industry events to showcase your product.
Develop a detailed marketing plan that includes a mix of online and offline
channels, including social media, content marketing, email marketing, and
referral marketing. Use targeted advertising and influencer marketing to
reach your target audience.

29
examples:

Social media marketing

Social media platforms such as Facebook, Instagram, and Twitter can be
effective for promoting tourism products. You can use targeted ads,
influencer marketing, and user-generated content to reach your target
audience.

Content marketing
Creating high-quality content such as blog posts, videos, and infographics
can help attract potential customers and build brand awareness. You can
use search engine optimisation (SEO) to improve the visibility of your
content.

Email marketing
Email marketing can be effective for reaching customers who have already
shown an interest in your product. You can use email newsletters,
promotional offers, and personalised messages to keep customers
engaged.

Search engine marketing (SEM)

SEM involves using paid search ads to appear at the top of search engine
results pages (SERPs). You can use Google AdWords or other platforms to
target specific keywords and demographics.

Travel agencies
Partnering with travel agencies can help you reach customers who prefer to
book through a third-party. You can offer commissions or other incentives
to encourage travel agents to promote your product.

Trade shows and events

Attending trade shows and events can be effective for networking with
industry professionals and showcasing your product to potential
customers.

Referral marketing
Encouraging satisfied customers to refer their friends and family can be an
effective way to generate new business. You can offer incentives such as
discounts or freebies to customers who refer new customers.
Tailoring your marketing strategy to different demographics involves
understanding the unique needs, interests, and behavior of each group.

Here are some tips on how to do this:

Define your target audience

Define the different demographics you want to target, such as age, gender,
income level, and geographic location. This will help you create targeted
marketing messages that resonate with each group.

Conduct market research

Conduct research on each demographic to understand their preferences,
behavior, and purchasing habits. This will help you create marketing
messages that are relevant and meaningful to each group.

Use language and imagery that resonates

Use language and imagery that resonates with each demographic. For
example, younger audiences may respond better to a more playful or
conversational tone, while older audiences may prefer a more formal
approach.

Offer personalised experiences

Personalisation can be a powerful way to appeal to different demographics.
Offer personalised experiences such as customised itineraries,
personalised recommendations, and tailored promotions.

Use targeted advertising

Use targeted advertising to reach specific demographics. Platforms such as
Facebook and Google AdWords allow you to target specific age groups,
interests, and geographic locations.

Leverage influencers
Partner with influencers who have a strong following among your target
demographics. This can help you reach a wider audience and build
credibility.

Monitor and adjust

Monitor the performance of your marketing messages and adjust them as
needed. Use data analytics to track customer behavior and adjust your
marketing strategy accordingly.

By tailoring your marketing strategy to different demographics, you can

increase the effectiveness of your campaigns and attract a wider audience
to your tourism product.

31
 CHECK LIST
PHASE 3
Tick the boxes as you complete the list

HOW TO ENSURE SKILL RESOURCES

Hire staff who know the destination and have excellent
customer service skills

Provide regular training on the tourism product, customer

service and communication skills

Invest in technology that can help streamline operations and

improve customer experience

Ensure all tourism-related operations are handled effectively,

including transportation, accommodation, activities, etc

Provide clear communication channels for staff such as cell

phone, messaging apps etc

HOW TO DEVELOP AN ITINERARY

Activities like sightseeing, adventure or cultural experiences.
Include the duration of each activity and any necessary logistics

Transportation such as jeep, bus or plane. Include information

on the departure and arrival times

Meals including the number of meals (per day) the type of food

Allow for free time in the itinerary to give customers the

opportunity to explore
 Accommodations such as hotels or campsites. Provide details
on the type of room, amenities, and services included

HOW TO DEVELOP A PRICING

STRATEGY

Consider the spending capacity and expectations of your

target market

Analyse the pricing provided by your competition to make

sure your prices are competitive

Determine your profit margin

Determine a range of realistic costs

Provide clear communication channels for staff such as cell

phone, messaging apps etc

Choose a pricing strategy: This could include cost-plus

pricing, value-based pricing, or dynamic pricing

Diversify your pricing strategy by offering the product at

different price points and measuring customer response

Monitor and adjust pricing if necessary

HOW TO DEVELOP A TOUR PACKAGE

Identify your main markets: spending, age, groups size and
interests

33
 Develop a range of tours and packages that meet their
specific needs

Be realistic with pricing and times, don’t bite off more than
you can chew!

Test your product with a small group of target market

customers, this is key to developing a successful product

Get detailed test customer feed back, this is key for

adjusting your tour packages accordingly and increasing
success

HOW TO DEVELOP A MARKETING

PLAN

Define your target audience

Conduct market research

Use language and imagery that resonate

Offer personalised experiences and promotions

Use targeted advertising and partner with influencers

Monitor and adjust as needed

 PHASE 3
Quiz
What is the purpose of PHASE 3: TOURISM PRODUCT BUILDING?

What are the six steps involved in creating a tourism product?

What are the components of creating a detailed itinerary?

What is the purpose of packaging?

What are the two components of cost and pricing strategy?

What is the purpose of developing a marketing plan?

Puzzles
Create a word search with words related to tourism product building.

Create a crossword puzzle with clues related to tourism product building.

Trivia
What is the importance of establishing partnerships with local suppliers?

What are the benefits of providing human and technical resources?

What are the advantages of matching the product with the identified
market segments and conditions for tourism?

What criteria should be considered when determining the cost and pricing
strategy?

35
 PHASE 4
PRODUCT
LAUNCH
PHASE 4: PRODUCT LAUNCH involves launching the product and providing
excellent customer service. Launching a tourism product involves a series of
steps to ensure that your product is launched successfully. Providing
excellent customer service, such as clear communication, prompt response
times, and efficient problem-solving, is essential to the success of your
tourism product

STEP 13:
LAUNCH YOUR PROJECT

Once you have completed steps 1-12, you can launch your product. It's
essential to monitor the performance of your product, collect feedback
from customers, and make necessary adjustments to improve it.

Launching and monitoring a tourism product involves a series of steps to

ensure that the product is launched successfully and that its performance is
monitored to make necessary adjustments. Here are some steps to follow:

Pre-launch preparations
Before launching, ensure that all aspects of the product, including
itineraries, accommodation, activities, and transportation, are in place. Test
your product to ensure that it meets customer expectations and make any
necessary adjustments.
Launch the product
Launch the product through targeted marketing campaigns, including social
media, email marketing, and influencer marketing. Monitor the performance
of your marketing campaigns and make necessary adjustments based on
customer feedback and response rates.

Monitor customer behaviour

Use data analytics to monitor customer behaviour, including website traffic,
engagement rates, and bookings. Use this data to identify areas for
improvement and to make necessary adjustments to your marketing
strategy.

Monitor customer satisfaction

Monitor customer satisfaction by collecting feedback through surveys,
reviews, and direct communication. Use this feedback to identify areas for
improvement and to make necessary adjustments.

Address any issues

Address any issues promptly, including customer complaints or concerns.
Respond to customer inquiries and provide solutions to any issues that arise.

Continuously improve
Continuously evaluate the performance of the product and make necessary
improvements based on customer feedback and market trends. Stay up-to-
date with the latest trends and customer preferences to ensure that the
product remains competitive.

Provide excellent customer service

Provide excellent customer service throughout the product's lifecycle,
including clear communication, prompt response times, and efficient
problem-solving. Monitor customer satisfaction and address any issues
promptly.

By following these steps, you can launch and monitor your tourism product
successfully, ensuring that it meets customer expectations and generates
positive reviews and repeat business.

37
 STEP 14:
PROVIDE EXCELLENT CUSTOMER SERVICE

Provide excellent customer service, including clear communication, prompt

response times, and efficient problem-solving. Monitor customer
satisfaction and address any issues promptly.
Providing excellent customer service is essential to the success of a tourism
product. Here are some tips on how to provide excellent customer service:

Clear communication
Provide clear and concise communication with customers, including prompt
and informative responses to inquiries, and accurate information about the
product, services, and itinerary.

Personalisation
Provide personalised experiences by taking the time to understand the
needs and preferences of each customer. This could include customised
recommendations, personalised itineraries, and tailored promotions.

Efficient problem-solving
Respond to customer complaints or concerns promptly and efficiently.
Provide solutions to any issues that arise and follow up to ensure that the
issue has been resolved to the customer's satisfaction.

Attention to detail
Pay attention to the small details that make a difference to customers, such
as providing high-quality amenities, ensuring that transportation is on time,
and providing excellent service at every touchpoint.

Empathy
Show empathy towards customers by listening to their concerns and
understanding their needs. This could include offering alternative options or
providing additional support to customers who may require extra
assistance.

Continuous improvement
Continuously evaluate and improve the customer service experience based
on customer feedback and market trends. This could include implementing
new technology, providing additional training to staff, or making changes to
the product to better meet customer needs.
 CHECK LIST
PHASE 4
Tick the boxes as you complete the list

Launch your product through targeted marketing

campaigns, including social media, email marketing, and
influencer marketing

Use data analytics to monitor customer behaviour, website

traffic, engagement rates, and bookings

Monitor customer satisfaction by collecting feedback

through surveys, reviews, and direct communication

Address any issues promptly, including customer complaints

or concerns

Continuously evaluate the performance of the product and

make necessary improvements based on customer feedback
and market trends

HOW TO PROVIDE EXCELLENT

CUSTOMER SERVICE
Provide clear communications

Personalisation and tailored promotions

Listen attentively and respond politely to all customer

complaints promptly and efficiently, while maintaining a
positive attitude

Pay attention to the small details, such as providing high-

quality amenities, ensuring that transportation is on time

Continuously evaluate and improve the customer service

experience based on customer feedback and market trends

39
 PHASE 4
Quiz
What is the purpose of PHASE 4: PRODUCT LAUNCH?

What are the steps involved in launching a tourism product?

What are the components for providing excellent customer service?

What is the importance of clear communication?

What is the importance of prompt response times?

What is the importance of efficient problem-solving?

Puzzles
Create a word search with words related to product launch.

Create a crossword puzzle with clues related to product launch.

Trivia
What is the importance of launching a tourism product successfully?

What are the benefits of providing excellent customer service?

How can customer feedback be used to improve customer service?

What criteria should be used to determine the success of a product launch?

What are the advantages of launching the product in phases?

 PHASE 5
FINE TUNING
& UPSCALING
PHASE 5: FINETUNING AND UPSCALING POST-LAUNCH is the culmination of
the tourism product development process. This involves assessing ypur
products performance and making adjustments as needed. Additionally,
staying informed about the latest trends and customer feedback is essential
to ensure that your product remains competitive.

STEP 15:
CONTINUOUSLY MONITOR & IMPROVE

Continuously evaluate the performance of your product and make

necessary improvements. Stay up-to-date with the latest trends and
feedback from customers to ensure that your product remains competitive.

Here are some tips on how to do this effectively:

Gather customer feedback

Gather feedback from customers through surveys, reviews, and other
channels. Use this feedback to identify areas for improvement and to
understand the needs and preferences of your target market.

Monitor market trends

Monitor market trends and changes in customer behavior to stay up-to-date
with the latest industry developments. This will help you identify new
opportunities and adjust your product to meet changing customer needs.

41
Analyse performance data
Analyse performance data, including sales figures, website traffic, and
customer satisfaction rates, to evaluate the performance of your product.
Use this data to identify areas for improvement and to track progress over
time.

Implement changes
Implement changes based on customer feedback, market trends, and
performance data. This could include making changes to the product,
adjusting pricing strategies, or updating marketing tactics.

Monitor the impact of changes

Monitor the impact of changes to evaluate their effectiveness and to
identify any unintended consequences. Use this information to make further
adjustments as needed.

By continuously evaluating and improving your product, you can stay

competitive and ensure that your product meets the needs and preferences
of your target market.
 PHASE 5
Quiz
What is the purpose of PHASE 5: FINETUNING AND UPSCALING POST-
LAUNCH?

What is the importance of assessing the performance of the product?

What are the benefits of making adjustments as needed?

What is the importance of staying informed of the latest trends and

customer feedback?

Puzzles
Create a word search with words related to finetuning and upscaling post-
launch.

Create a crossword puzzle with clues related to finetuning and upscaling

post-launch.

Trivia
What are the key elements of assessing the performance of the product?

What criteria should be used to make adjustments as needed?

What are the benefits of staying up to date with the latest trends and
customer feedback?

How can customer feedback be used to improve the product?

What are the advantages of upscaling the product?

43
 COMMON
MISTAKES TO
AVOID
There are some common mistakes that you should avoid. Here are some
examples:

Lack of market research

Failing to conduct thorough market research can lead to a product that
doesn't align with the needs and interests of your target market. It's
important to understand your target market's preferences, behavior, and
purchasing habits before designing your product.

Overpricing or underpricing
Setting the wrong price can be a major mistake. Overpricing your product
can deter potential customers, while underpricing can lead to financial
losses. It's important to consider your costs, competition, and demand when
setting your pricing strategy.

Poor itinerary planning

Not planning your itinerary thoroughly can result in a product that doesn't
meet customer expectations. It's important to consider the duration of the
product, the number of activities, and the logistics involved in each activity.

Neglecting quality assurance

Failing to ensure the quality of your product can lead to negative reviews
and poor customer satisfaction. It's important to work with reliable
suppliers, monitor the performance of your product, and collect feedback
from customers.
Ineffective marketing
Poor marketing can lead to low customer awareness and poor sales. It's
important to have a well-defined marketing plan that includes a mix of
online and offline channels, as well as a clear message and value proposition.

Lack of customer service

Neglecting customer service can result in poor customer satisfaction and
negative reviews. It's important to provide excellent customer service,
including clear communication, prompt response times, and efficient
problem-solving.

By avoiding these common mistakes, you can increase the chances of

developing a successful tourism product that meets the needs and
expectations of your customers.

45
Examples of River
Destinations

River tourism in the Amazon, Brazil

The Amazon River is the largest river in the world by

volume, and the Amazon rainforest is one of the
most biodiverse regions on the planet. The product
was developed to offer visitors an immersive
experience in the heart of the Amazon, including
river cruises, jungle lodges, and guided tours. The
product's unique selling points include the
opportunity for visitors to see a wide variety of
wildlife and plant species, learn about the local
indigenous cultures, and participate in eco-friendly
activities such as hiking and kayaking.

Xingu River, Brazil

The Xingu River is a tributary of the Amazon River

and is known for its unique culture and biodiversity.
River tourism products in the region offer visitors
the opportunity to explore the river and its
surrounding indigenous communities, including
traditional villages and cultural ceremonies. Visitors
can also participate in activities such as hiking,
kayaking, and fishing.
Orinoco River, Venezuela

The Orinoco River is one of the longest rivers in

South America and is a popular tourism product in
Venezuela. River tourism products in the region
offer visitors the opportunity to explore the river
and its surrounding national parks, including
Canaima National Park and Angel Falls. Visitors
can also participate in activities such as fishing,
bird-watching, and cultural performances.

Magdalena River, Colombia

The Magdalena River is the largest river in

Colombia and is a popular tourism product in the
region. River tourism products in the region offer
visitors the opportunity to explore the river and its
surrounding culture, including historic towns,
colonial architecture, and traditional cuisine.
Visitors can also participate in activities such as
river cruises, birdwatching, and hiking.

Rio Grande, Puerto Rico

The Rio Grande is a river in Puerto Rico that flows

through the El Yunque National Forest. River
tourism products in the region offer visitors the
opportunity to explore the river and its
surrounding rainforest, including hiking trails,
waterfalls, and natural pools. Visitors can also
participate in activities such as kayaking, tubing,
and ziplining.

Belize River, Belize

The Belize River is a major river in Belize and is a

popular tourism product in the region. River
tourism products in the region offer visitors the
opportunity to explore the river and its
surrounding culture, including historic sites,
wildlife sanctuaries, and traditional villages.
Visitors can also participate in activities such as
river cruises, fishing, and birdwatching.

47
 KEY RESOURCES

UNWTO Definition of Tourism Product

https://www.unwto.org/tourism-development-
products#:~:text=As%20defined%20by%20UNWTO%2C%20a,and%20create
s%20an%20overall%20visitor

CTO Asset Inventory Tool

http://ourtourism.onecaribbean.org/wp-content/uploads/2019/11/Tourism-
Asset-Inventory-Oct-15-2019-v1.xlsx

Industry Reports
World Travel & Tourism Council's (WTTC) annual reports
https://researchhub.wttc.org/product/world-economic-impact-report-
2023?
utm_source=google&utm_medium=cpc&utm_campaign=WTTC+Research+H
ub+Prospecting&utm_id=20289622737&utm_term=world+travel+and+touris
m+council+report&gclid=Cj0KCQjw5f2lBhCkARIsAHeTvlh64EQW6pJsmm8G
W4fbH0GIhdg1hjTYsIi4KiqYeazumf70NKWeFScaAg5wEALw_wcB

United Nations World Tourism Organization (UNWTO) market reports

https://www.unwto.org/market-intelligence

Euromonitor
https://www.euromonitor.com/store

Online Survey Tools

Surveyhero
https://www.surveyhero.com/

Google Forms
https://www.google.com/forms/about/
 KEY RESOURCES

Social Media Analytics

Hootsuite
https://www.hootsuite.com

Sprout Social
https://sproutsocial.com

Tourism Trade Fairs

ITB Berlin
https://www.itb.com/en/

World Travel Market

https://www.wtm.com

Adventure Travel World Summit

https://www.adventuretravelnews.com/category/adventure-travel-world-
summit

Online Databases
World Tourism Organization's Tourism Dashboard
https://www.unwto.org/tourism-data/unwto-tourism-dashboard
Statista
https://www.statista.com

Industry Publications
Travel Weekly
https://www.travelweekly.com/
Skift
https://skift.com/
Travel Trade Gazette
https://www.ttgmedia.com/news

49
 KEY RESOURCES

Academic Research
JSTOR
https://www.jstor.org

Google Scholar
https://scholar.google.com

Online Review and Ratings

TripAdvisor
https://www.tripadvisor.com/

Foursquare
https://foursquare.com/city-guide

Examples of Destinations with clear developed products

Adventure tourism in Costa Rica
https://www.visitcostarica.com/en/costa-rica/things-to-do/adventure

Eco-tourism in Belize
https://www.travelbelize.org/
 ANSWERS

PHASE 1:
Quizzes:
What is the first step in the development of tourism products?
Mapping the inventory of tourist assets.
What is the purpose of mapping the inventory of tourist assets?
To understand the destination, its tourist assets, potential markets, and stakeholders.
What does understanding the role of stakeholders involve?
Understanding the roles and responsibilities of stakeholders in the tourism product
development process.
What are the two types of market research conducted to determine the potential for
tourism products?
Qualitative and quantitative market research.
What are the two types of information studied when identifying target markets?
Market segments and their varied requirements, and the needs and preferences of
touristst.

Trivia:
What is the difference between qualitative and quantitative market research?
Qualitative market research involves collecting data through interviews and focus groups,
while quantitative market research involves collecting data through surveys and statistical
analysis.
What is the purpose of a Public Policies & Investment Plan?
To provide a roadmap for government agencies and private investors to invest in the
development of tourism products and infrastructure.
What is the purpose of creating packages for different market segments?
To match the built tourism products with the identified market segments and conditions for
tourism.
What is the importance of providing excellent customer service?
Providing excellent customer service is essential to the success of a tourism product, such
as clear communication, prompt response times, and efficient problem-solving.
What are the benefits of continuously evaluating, monitoring, and improving a tourism
product?
It ensures that the product is competitive and up to date with the latest trends and
customer feedback.

51
PHASE 2:
Quizzes:
What is the purpose of PHASE 2: MARKET READINESS ASSESMENT?
To assess the quality and potential of the tourism product in the destination and define the
product concept.
What are the two components of the product concept?
Qualitative assessments and gap analyses, and a Public Policies & Investment Plan
What is the purpose of carrying out qualitative assessments and gap analyses?
To assess the quality and potential of the tourism product in the destination.
What is the purpose of a Public Policies & Investment Plan?
To provide a roadmap for government agencies and private investors to invest in the
development of tourism products and infrastructure.
What are the two considerations for drafting a final tourism products portfolio?
Market readiness and criteria for prioritization and timing.

Trivia:
What is the difference between qualitative and quantitative assessments?
Qualitative assessments involve collecting data through interviews and focus groups, while
quantitative assessments involve collecting data through surveys and statistical analysis.
What is the importance of understanding the role of stakeholders in tourism product
development?
Understanding the roles and responsibilities of stakeholders is essential to ensure that the
product is successful.
What are the benefits of creating packages for different market segments?
Creating packages for different market segments can help to match the built tourism
products with the identified market segments and conditions for tourism.
What is the importance of staying up to date with the latest trends and customer
feedback?
Staying up to date with the latest trends and customer feedback is essential to ensure that
the product remains competitive.
What criteria can be used for prioritization and timing of tourism product development?
Staying up to date with the latest trends and customer feedback is essential to ensure that
the product remains competitive.
PHASE 3:
Quizzes:
What is the purpose of PHASE 3: TOURISM PRODUCT BUILDING?
To create a detailed itinerary for each product, match the product with the market through
packaging, determine the cost and pricing strategy, establish partnerships with local
suppliers, develop a marketing plan, and provide human and technical resources.
What are the six steps involved in creating a tourism product?
Creating a detailed itinerary, matching the product with the market through packaging,
determining the cost and pricing strategy, establishing partnerships with local suppliers,
developing a marketing plan, and providing human and technical resources.
What are the components of creating a detailed itinerary?
Duration of the product, number of activities, duration of each activity, and logistics.
What is the purpose of packaging?
To match the product with the identified market segments and conditions for tourism.
What are the two components of cost and pricing strategy?
Cost and pricing.
What is the purpose of developing a marketing plan?
To communicate the functional and emotional benefits of tourism at the destination.

Trivia:
What is the importance of establishing partnerships with local suppliers?
Establishing partnerships with local suppliers is essential to provide the services included in
the product.
What are the benefits of providing human and technical resources?
Providing human and technical resources allows for efficient and effective tourism
operations.
What are the advantages of matching the product with the identified market segments
and conditions for tourism?
Matching the product with the identified market segments and conditions for tourism
allows for better targeting and increased customer satisfaction.
What criteria should be considered when determining the cost and pricing strategy?
Criteria such as market demand, production costs, and competitor prices should be
considered when determining the cost and pricing strategy.

53
PHASE 4:
Quizzes:
What is the purpose of PHASE 4: PRODUCT LAUNCH?
To launch the product and provide excellent customer service.
What are the steps involved in launching a tourism product?
The steps involved in launching a tourism product include preparing the product,
developing a launch plan, executing the launch plan, and monitoring the launch.
What are the components of providing excellent customer service?
Components of providing excellent customer service include clear communication, prompt
response times, and efficient problem-solving.
What is the importance of clear communication?
Clear communication is essential to ensure that customers understand the product and its
benefits.
What is the importance of prompt response times?
Prompt response times are important to ensure customer satisfaction.
What is the importance of efficient problem-solving?
Efficient problem-solving is essential to address customer issues and maintain customer
loyalty.
.

Trivia:
What is the importance of launching a tourism product successfully?
Launching a tourism product successfully is essential to ensure customer satisfaction and
generate a profit.
What are the benefits of providing excellent customer service?
Benefits of providing excellent customer service include increased customer satisfaction
and loyalty, and improved customer retention.
How can customer feedback be used to improve customer service?
Customer feedback can be used to identify areas for improvement and adjust as needed.
What criteria should be used to determine the success of a product launch?
Criteria such as customer feedback, market demand, and competitor analysis should be
used to determine the success of a product launch.
What are the advantages of launching the product in phases?
The advantages of launching the product in phases include reduced risk, improved
customer satisfaction, and increased profitability.
PHASE 5:
Quizzes:
What is the purpose of PHASE 5: FINETUNING AND UPSCALING POST-LAUNCH?
To assess the performance of the product and make adjustments as needed, and to stay
informed of the latest trends and customer feedback.
What is the importance of assessing the performance of the product?
Assessing the performance of the product allows for the identification of areas for
improvement.
What are the benefits of making adjustments as needed?
Making adjustments as needed ensures that the product remains competitive and up to
date with the latest trends and customer feedback.
What is the importance of staying informed of the latest trends and customer feedback?
Staying informed of the latest trends and customer feedback is essential to ensure that the
product remains competitive.

Trivia:
What are the key elements of assessing the performance of the product?
The key elements of assessing the performance of the product include customer feedback,
market demand, and competitor analysis.
What criteria should be used to make adjustments as needed?
Criteria such as customer feedback, market demand, and competitor analysis should be
used to make adjustments as needed.
What are the benefits of staying up to date with the latest trends and customer
feedback?
Staying up to date with the latest trends and customer feedback helps to ensure that the
product remains competitive.
How can customer feedback be used to improve the product?
Customer feedback can be used to identify areas for improvement and adjust as needed.
What are the advantages of upscaling the product?
The advantages of upscaling the product include increased customer satisfaction, greater
market reach, and increased profitability.

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