In this key training module, we first ask the question; What is the tourism product? We discuss this question in-depth because if we as tourism officials and social scientist cannot answer that question clearly and decisively, then we can not properly develop or market our community tourism industry.
So we start off this training module by defining two common marketing terms; the Product Mix and the Product Line; and then expand these general marketing terms to include a discussion about the definition of a Tourism Product Mix and a Tourism Product Line.
Once we grasp the concept of a tourism product mix and product line and understand how it applies within the tourism industry, just as it applies within every other industry throughout the globe, we then focus your attention upon Asset Identification.
Asset identification refers to a variety of product assets. And you will see that they can be comprised of product goods (electronics, hardware, groceries) and product services (insurance policies, car repairs, taxi or bus transportation), the two most commonly accepted and readily identifiable forms of consumer and business products. But we will learn that there is a wide variety of alternative forms of tourism products that are often dismissed or totally overlooked by experienced tourism marketers and social scientist within the tourism industry and even the marketing field.
The term we give to all tourism products, whether developed and marketed for consumption or available for development and marketing to potential inbound consumers, businesses or organizations, is the classification of Tourism Opportunity Assets or TOpAs. This term is fully explained and upon completion of this explanation you will be enlightened about the need to recognize and accept these tourism assets as credible tourism products.
Topics include discussions on subjects such as Urban/Rural TOpAs, including Specialized Accommodation assets, Specialized Culinary assets, Professional Sports assets, Historical/Architecture & Museum assets, Primary Public/Commercial Leisure and Recreation assets and many other tourism assets that are readily available to attract visitations to a community.
Primary, Secondary & Tertiary Community Tourism Opportunity Assets are identified on a Regional and Community level and discussed in depth. As are Global Tourism Opportunity Assets and Tourism Products. We also discuss our understanding of Federal and Provincial/Territory Tourism Products and how our marketing concepts differ dramatically from current efforts.
Other subjects include topics such as Channels of Distribution within the Tourism Sector, understanding and using the Tourism Opportunity Asset Rating (TOpAR) system for determining which tourism development projects should be undertaken and re-examining the use of the ‘Experience’ tourism marketing concept.
This module also includes a Test Your Knowledge Questionnaire to determine how much information the reader has been able to absorb and understand.
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