... is consumed over a lengthy time period, say a week, and involves a number of different service providers. The product is also complex from a process perspective as it is the totality of the many services that make up the overall tourism experience. Some such services may be contracted out by the tour operator, such as airport transfers or excursions, while others are selected by the visitor, such as taxi, bars and cafes or tourist information centres. Third, an inclusive tour is difficult to assess at the point of sale but easy to evaluate during the holiday itself. To assist the prospective buyer and ease the purchase decision, inclusive tour operators need to provide tangible clues about their product offers and to use design or "physical evidence" to support the service delivery and provide satisfaction with the holiday during consumption. On all three counts, there are benefits accruing to travel ...

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