Service product

Photo: Outi Kähkönen


TASK: Describe an existing or potential tourism product. Your company might offer only one or some of the service modules. Try to fill in the other modules as well along the customer journey. Use the Customer-oriented Tourism Product Model for ideas (adapted from Komppula & Boxberg 2002). (Workbook, page 23)

Sources and further reading

Custódio Santos, M., Ferreira, A., Costa, C. & Santos, J.A.C. 2020. A Model for the Development of Innovative Tourism Products: From Service to Transformation. Sustainability 2020, 12, 4362.

Fossgard, K. & Fredman, P. 2021. The Nature-based Tourism Product. In P. Fredman & J. Haukeland (eds.) Nordic Perspectives on Nature-based Tourism: From Place-based Resources to Value-added Experiences. Cheltenham, England; Northampton, Massachusetts: Edward Elgar Publishing, 208-220.

Grönroos, C. 2000. Service Management and Marketing. John Wiley & Sons.

Konu, H. & Komppula, R. 2016. Customer Involvement in a New Service Development Process: the Case of “Feelgood in Lapland”, Anatolia, 27:4, 421-432, DOI: 10.1080/13032917.2016.1144625 

Komppula , R. & Boxberg, M. 2002. Matkailun tuotekehitys. Helsinki: Edita.

Komppula, R. 2005. Pursuing Customer-Value in Tourism – A Rural Tourism Case Study. Journal of Hospitality and Tourism 2005, Vol. 3, Number 2, 83-104.

Komppula, R. 2006. Developing the Quality of a Tourist Experience Product in the Case of Nature‐Based Activity Services. Scandinavian Journal of Hospitality and Tourism, 6:2, 136-149 DOI: 10.1080/15022250600667425.

Komulainen, M. (ed.) 2013. Maiseman tarina – opas maisemapalveluiden tuottamiseen.

Mehmetoglu, M. 2007. Typologising Nature-based Tourists by Activity—Theoretical and Practical Implications. Tourism Management 28, 651-660. 10.1016/j.tourman.2006.02.006.

Oviedo-García, M. A., Vega-Vázquez, M., Castellanos-Verdugo, M. & Orgaz-Agüerac, F.  2019. Tourism in protected areas and the impact of servicescape on tourist satisfaction, key in sustainability. Journal of Destination Marketing & Management Volume 12, June 2019, 74-83.

Ritchie, J. R. B. & Crouch, G. I. The Competitive Destination: A Sustainable Tourism Perspective.

Rural Finland 2016. Paikallisuuden tuotteistaminen matkailussa.

Stickdorn, M. & Zehrer, A. 2009. Service Design in Tourism: Customer Experience Driven Destination Management. Proceedings of the First Nordic Conference on Service Design and Service Innovation. Oslo, 24-26 November.

Visit Britain 2022. Introduction to Tourism.
Visit Finland 2020. Outdoor Activity Product Recommendations. .

Visit Finland 2020. Food Tourism Product Recommendations.

Zehrer, A. 2009. Service Experience and Service Design Concepts and Applications in Tourism SMEs. Managing Service Quality Vol. 19, No. 3.

Jyllilä, S. & Nikkola, K. (eds.) 2018. Luontoreiteiltä kansainvälisille matkailumarkkinoille. Outdoors Etelä-Pohjanmaa – Luontokohteet tunnetuksi –hanke.

Metsähallitus 2022. Self-guided Tours of Finland’s Natural Attractions. .

Outdoors Finland Etelä 2015. Retkeilymatkailun suunnitteluopas.