A reproduced article from The Jamaica Observer's Study Centre Lecture Series (September 27, 2016). The article was written by Mrs Charmains Fuller-Wallace, teacher at St. Andrew Technical High School in Kinston Jamaica. I re-typed the article for the benefit of students who choose this topic (Tourism) in the CXC CSEC examination. This article should only be used for educational purposes only.

1. Social Studies
Tourism Products
Disclaimer: The following notes were contributed by Mrs. Charmaine Fuller-Wallace of St. Andrew
Technical High School in the September 27, 2016 edition of the JOL Lecture Series, published by the
Jamaica Observer. This article is for educational purposes ONLY.
Re-typed by Mr. D. Gooden, former Social Studies, History, and Caribbean Studies teacher of Vere
Technical High School.
Tourism products are the facilities and amenities which have been developed to provide the
tourist with a variety of experiences. Tourism products are available at the destination; the
tourist has to be present at the destination for the consumption of tourism products. They
cannot be moved outside the destination.
Characteristics of Tourism Products
A tourism product:
 Uses the country’s man-made, natural, cultural environment;
 Is produced by the citizens and persons who work directly in the tourism industry.
Other characteristics include:
 Inconsistency – similar products of the tourism industry always differ. A customer’s
perception of the product is often affected by factors such as wealth, construction sites,
other customers, the mood and/or tastes of customers, and so on. For example, the
same hotel room in the same week with the same weather can be perceived differently
by two persons. Hence, it is difficult to standardize the products.
 An investment opportunity – tourism industries often invest heavily in areas such as
accommodation, entertainment facilities, and the human resources. The quality of the
product is usually dependent on the amount of money that is invested to make it
appealing to tourists.
 Intangibility – tourism products are intangible; focus on the time spent and the
experiences gained. A tranquil ambiance during a musical evening in a hotel, the
kindness of a waitress in a restaurant, courtesy of a tour guide or operator as you go
rafting on the Rio Grande – these features cannot be touched. The products sold by
tourism companies cannot be reproduced or reused. Although photographs are taken,
and videos made, the feeling of consumption cannot be captured fully.

2.  The industry is people-oriented – “people are our business” could be the mantra of
workers in the tourism business. The interaction between the staff and the customer
determines the perceived quality of the product. Unlike tangible products where the
customer buys certain features such as durability, the holiday quality results from
personal interactions, starting with the information and booking process through time
spent at the destination in the journey home.
 Inseparability and immobility – unlike tangible products, most tourism products are
first sold and then produced and consumed at the same time. Unlike a computer which
is purchased in a store or online and taken home, a hotel room or an adventurer cannot
be taken home by the tourist. Tourism products can only be consumed at the supplier’s
premises.
 Inflexibility – Tourism products are fairly inflexible in terms of fluctuation. It is
sometimes difficult for hotels to change their capacities as a result of a decline in
bookings or an increase in the need for accommodation. Many hoteliers will try to
balance between high and low demands or periods; so that the company does not
operate at a loss during a period of low booking or is unable to accept all potential
customers when there is high demand for its products.
 Some products are transient – some products/services that are offered by the tourism
industry are consumed as they are produced. For example: when a hotel room is not
booked on a particular night, that night cannot be sold on the following day. Unused
capacity cannot be sold afterward.
 Products may be copied – the offerings and products of tourism enterprises are
sometimes very easy to copy. As a result, many hotels offer similar products. However,
most facilities try to make their products unique.
Types of Tourism Products in the Caribbean
As the number of people who travel increases and the tourists look for different travel
experiences, new tourism products have become profitable. Tourism products in the Caribbean
had initially included mainly sand, sea, and sun. However, with the competition from other
destinations outside of the Caribbean that offer similar products, countries in the Caribbean
had to develop new products. Some of these products include:
 Sports tourism
 Eco-tourism/Nature tourism
 Cultural and Heritage tourism

3.  Adventure tourism
 Business tourism
 Educational tourism
Sports Tourism – people who enjoy sports tourism include tourists who take part in sporting
activities and those who are spectators. Some activities in sport tourism are:
 Marine-based – e.g. swimming, rafting, diving, sports, and fishing.
 Land-based – e.g. golf, cricket, mountain biking, horse riding, go-carting.
 ‘Spectator events’ – e.g. golf and tennis tournaments, track and field, football.
Eco-tourism/Nature Tourism – Eco-tourism (also referred to as ecological tourism) focuses on
the physical environment of a place and involves travel to destinations where flora, fauna, and
cultural heritage are the primary attractions. It gives “firsthand” experience of a place. Eco-
tourism can also be described as an approach that creates a variety of quality tourism products
that are:
 Environmentally/ecologically sustainable
 Economically viable
 Socially acceptable
Eco-tourism provides activities such as:
 Scuba diving and snorkeling to view coral reefs and marine life
 Underwater tours
 Bird watching
 Hiking and zip lining
Cultural and Heritage Tourism – some tourists are attracted to the Caribbean because of its
culture and heritage. This type of tourism focuses on traditional communities in the region that
have customs, arts, and social practices which distinguish them from other places. Cultural and
Heritage tourism will include:
 Festivals – e.g. jazz and blues, reggae sunfest, various food-related festivals
 Historical sites – e.g. Seville Great House and Heritage Park or Port Royal
 Museums – e.g. the Institute of Jamaica and the Bob Marley Museum
Adventure Tourism – This type of tourism involves exploration or travel to remote and exotic
areas, where the tourist is provided with a challenge, thrill, or intense experience. Adventure
tourism usually relies on the natural environmental features such as mountains, forests, rivers,
or the ocean. Adventure tourism usually involves a physical activity (engagement with nature)
and/or a cultural exchange.
Health Tourism – health tourism involves travel to destinations and facilities to obtain health
care services or health-related benefits. The main form of health tourism include (but are not
limited to):

4.  Medical care
 Fitness and wellness
 Rehabilitation and recuperation
Business Tourism – tourists often travel for business purposes, such as to attend a conference.
Business travel is usually a good source of revenue for many resort hotels in urban areas.
Educational Tourism – the main purpose for this type of tourism is for the participant(s) to
engage in a learning experience. It is similar to an exchange programme where students visit a
country and study in that country for a specified period of time.
Activity
Instruction: Answer the following questions.
1. Explain the difference between (a) a tourist and a visitor, (b) land-based tourism and
cruise tourism, (c) cruise passenger and excursionist.
2. Tourists are often classified according to their country of residence. Describe the
following types of tourists: domestic, regional, and international.
3. State FOUR reasons why it is important that Caribbean countries such as Jamaica
develop new tourism products.