旅游开发与管理课件ChapterThevisitorattractionproduct.pptVIP

Chapter 3 The visitor attraction product 第三章 景区产品 3.1 What is a product A product（产品） is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.(Kotler,1994b). The product/service mix(产品服务组合） is the combination of product and services, aimed at satisfied the needs of the target market’(Renaghan,1981). 3.2 What is the attraction product A product is an offering of a business entity as it is perceived by both present and potential customers. It is a bundle of benefits designed to satisfy the needs and wants, and to solve the problems of, specified target markets. A product is composed of both tangible and intangible elements: it may be as concrete as a chair or dinner plate or as abstract as ‘a feeling’. The utility of a product derives from what it does for the customer.(Lewis and Chambers,1989) 产品是一种由商业实体提供的，却被现有的和潜在的顾客所感知到的东西。它是专门为妈祖某些目标市场需要或解决其问题而特别设计的。产品由无形和有形两种元素组成。它既可以像椅子、盘子一样具体，也可以像“感觉”一样抽象。产品的效用取决于它能为顾客做什么。 3.3 The visitor attraction as a service product The staff are part of the product(参与生产和向顾客提供产品的员工本身也是产品的一部分) The customers themselves are involved in the production process(顾客参与产品的生产过程) Service products are not standardized(服务产品是非标准化的) The product is perishable cannot be stored(服务产品易损，不可储存，它的生产和消费是同时进行的) The product is intangible(服务产品具有无形性) The surroundings of the service delivery process are a feature of the service(服务提供情境也是服务产品的一个特点) 3.4 Visitor attractions and tourism products The tourism products offer shared use rights only to the purchaser.( 旅游产品只向购买者提供共享使用权） Consumers buy only temporary use rights to tourism products.(消费者只能购买旅游产品的暂时使用权） In tourism, customers travel to the product rather than vice versa.(在旅游业中，是通过消费者移动而不是产品移动来实现交易的) 3.5 The visitor attraction product as an experience The tangible elements of the product.(产品的有形成分） The service delivery elements.(服务提供要素） The customers themselves in terms of their expectations, behaviour and attitudes.(顾客的期望、行为和态度) A range of factors w