03. Visitor Attraction Product
Transcript of 03. Visitor Attraction Product
Visitor attraction product
Visitor attraction product
Learning objectives : Definition of a product Describe three levels of products Understand the different trends of
visitor attractions Explain the recent developments of
visitor attractions
Product
What is a product? Is anything that can be offered to a
market for attention, acquisition, use, or consumption that might satisfy a want or need. Includes physical objects, services, persons, places, organisations, and ideas
What is the attraction product?
Definition: A product is an offering of a business
entity perceived by both present and potential customers. Bundle of benefits designed to satisfy the needs and wants, and to solve the problems of, specified target markets. Composed of tangible and intangible elements
Visitor attraction as a service product
First, staff involved in producing and delivering the product are part of the product itself, attitudes, behavior and appearance are crucial to the way the product is perceived by the customer
Visitor attraction as a service product
Staff recruitment, training and performance by Disney at its theme park
Visitor attraction as a service product
Second, customers themselves are involved in the production process, use of the product will reflect their own attitudes, expectations and experiences
Visitor attraction as a service product
Third, service products are not standardized, product changing all the time to reflect the changing relationship between the service, the deliverer, the customer and the resources on which the product is based.
Visitor attraction as a service product
Fourth, product is perishable and cannot be stored, produced and consumed at one and the same time
Visitor attraction as a service product
Fifth, no tangible product to carry home, virtually impossible to sort out problems in the same way, service providers must get it right the first time
Visitor attraction as a service product
Sixth, surroundings of the service delivery process are a feature of the service
Visitor attractions and tourism products
As well as service products generally, some commentators have said there are also characteristics of service products that are rather more specifically related to tourism
The 1st contention is that tourism products are unusual because they offer shared use rights only to the purchaser
2nd, it assumed that consumers buy only temporary use rights to tourism products
3rd, is the idea that tourism, customers travel to the product
Visitor attraction product as an experience
Number of elements that affect the experience: Tangible elements of the product e.g.
rides, shops and restaurants and the cleanliness of the site.
Service delivery element e.g. appearance, attitudes, behavior and competence of staff
Visitor attraction product as an experience
Customers themselves in terms of their expectations, behavior and attitudes
Range of factors which are largely outside the control of either the attraction operator or individual customers e.g. traffic congestion and weather etc.
Three levels of products
1) Core product: what the customer is really buying Main benefit or benefits the purchaser
identifies as a personal need that will be met by the product
Intangible and highly subjective e.g. atmosphere, experience, relaxation or convenience
Three levels of products
2) Tangible product: need to turn the core
product into a tangible product
purchase to satisfy their needs
five characteristics including features, brand name, quality, styling and packaging
Three levels of products
3) Augmented product additional services and benefits the
customer receives, both tangible and intangible
total product bundle that should solve all the customers’ problems
Benefits sought from the product
Visit attractions in the hope of receiving benefits
Potential benefits vs particular benefit a customer look for and enjoys on a specific visit depends on two major factors: Nature of the visitors:
Elderly people look for economy, passive activities, nostalgia, easy access
Families with children look for entertainment for the children
See table 3.2 p. 47 for more
Benefits sought from the product
Type of attraction: Theme park looks for excitement, variety,
value for money, … Beach looks for sun tan, sea bathing, … Cathedral looks for history, … See table 3.2 p. 48 for more
Branding
Name, term, sign, symbol or design or combination of them intended to identify the goods or services of one seller or group of sellers and to differentiate them form those of competitors
One or combination to differentiate themselves from competitors
Represent familiarity and safety
Packaging
For goods: external wrapping to the make it attractive
For attraction product: providing information and signposting to help
visitors find the attraction Attractive entrances to attract passing trade Combining the attraction other facilities to make it
more attractive or accessible Selling the product by making it part of the
package
Price
Difficult to fix a price: Many of the organizations that operate
attractions in the public sector and subsidized, no return on investment
“Price” of buying the attraction product has three components:a) direct cost b) cost of extra discretionary purchasesc) cost of traveling to and from the attractions
Price
Possible permutations of costing All-inclusive price No entrance or usage charge at all Lack of perceived competition Different pricings for different groups of
customers e.g. senior citizens, groups, students, special interest groups, etc.
Attractions and the product life cycle
Products pass through several stages during their lifetime.
Different stages: Introduction Growth Maturity Decline
Attractions e.g. Disneyland Hong Kong (Introduction stage), Disneyland Anaheim (Maturity stage)
Trends in the attraction product
The 1980s New types of attractions appeared and
some well-established attractions were relaunched and given a new lease of life.
Trends in the attraction product
Developments resulted from a number of factors including: changes in consumer tastes and
preferences introduction of new technologies use of attractions by the public sector as
a tool of economic development and urban regeneration
Trends in the attraction product
The early 1990s Opening of Euro Disney (Disneyland
Paris), largest attraction ever seen in Europe
Over 700 new attractions opened between 1982 and 1992 including craft centres, farm-based attractions, factory-based attractions, hand-on science centres etc.
Recent development in the attraction products
Rapid growth in the supply of attractions
Creates more competition for the more established attractions
Recent development in the attraction products
Key trends include the following: Increasing concentration of ownership Attractions complete with other amenities
e.g. catering, retailing and accommodation Growth of new types of attractions e.g.
venue-based attractions Modern art galleries and non-traditional
museums
Summary
The visitor attraction is a complex concept and that in reality there a a large number of different attraction products
It viewed the attraction as a service product, a tourism product and an experience
It makes us understand better in the different stages of a product life cycle.