Day in the life of a tour guide/Activities/Product and service needs

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Lake Tekapo, New Zealand

Image courtesy of mnapoleon


Unit Standard 23766 - V1, Level 3, Credit 5 - Demonstrate knowledge of the tourism product, Element 3 (PC 3.2, 3.4, 3.5)


Characteristics of service and specific product and service needs and the experiential nature of the tourism product are described


1. Describe the meaning of the following key characteristics of service in the tourism industry:

  • Intangibility
  • Heterogeneity
  • Perishability
  • Inseparability

2. Particular characteristics (age, income level, ethnicity, disability, cultural background and previous travel experience) of tourists, can often lead to the introduction and creation of specific products or services eg.

  • Characteristic: Age
  • Product/Service: (Contiki tours) for 18-35 year olds

Using any three characteristics identified above: provide an example, for each, of a product or service which is influenced by the characteristic.

a) Characteristic:


b) Characteristic:


c) Characteristic:


3. Choose a tourism attraction that operates in the Hawkes Bay region and describe the experiential nature (service and experience) of tourism as a product, from the perspective of that business.

Eg. Gannet Beach Adventures is a family oriented eco-friendly beach tour to the world famous gannet sanctuary located at Cape Kidnappers in the Hawke's Bay, New Zealand.

With over fifty-six years' experience, Gannet Beach Adventures provides an approximate four-hour mild, safe and comfortable adventure. We travel along the majestically rugged coastline of Cape Kidnappers to the world's largest mainland Gannet nesting site. Sit on a cushioned trailer, pulled by a unique vintage tractor, and enjoy the fresh open air travelling along the beach at the base of the towering cliffs.

Answer: Visitors get to experience the novelty of an outdoor ride on a vintage tractor, along with the thrill of travelling along a spectacular beach, with a final destination - a world famous gannet sanctuary.

Supporting Resources

  • course notes