ABSTRACT
This chapter is in three parts. The first part introduces the existence of two different dimensions for understanding tourism products, one of which is the product as perceived by customers and the other is the narrower view of products taken by marketing managers of individual tourism businesses. The second part explains products on each of the two dimensions in terms of their component parts and the benefits they offer to customers. The third part explains the role in product formulation and presentation played by product positioning and branding.
