ABSTRACT
Initially, it should be noted that almost all the services provided to tourists have to be delivered at the time and place at which they are produced (see Urry, 1987). As a consequence the quality of the social interaction between the provider of the service, such as the waiter, flight attendant or hotel receptionist, and the consumers is part of the 'product' being purchased by tourists. If aspects of that social interaction are unsatisfactory (the offhand waiter, the unsmiling flight attendant, or the rude receptionist), then what is purchased is in effect a different service product. The problem results from the fact that the production of such consumer services cannot be entirely carried out backstage, away from the gaze of tourists. They cannot help seeing some aspects of the industry which is attempting to serve them. But furthermore, tourists tend to have high expectations of what they should receive since 'going away' is an event endowed with particular significance. People are looking for the extraordinary and hence will be exceptionally critical of services provided that appear to undermine such a quality.
