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Product Development

Pearls of Wisdom

"Geotourism has the same objectives as ecotourism, but particularly seeks to explain the beauty and origins of the Earth - all landscapes, landforms, plants and animals – ‘Geologica'." Angus M. Robinson

Product development, whether it be the development of new products or refreshment of existing products is the cornerstone for the success of a tourism business. Without appropriate products or services that are relevant to visitor demand a business cannot survive. Product development should be based on the findings of the ‘Planning’ process of business development, in particular the situation analysis and strategic planning phases. Read more
Product development, whether it be the development of new products or refreshment of existing products is the cornerstone for the success of a tourism business. Without appropriate products or services that are relevant to visitor demand a business cannot survive. Product development should be based on the findings of the ‘Planning’ process of business development, in particular the situation analysis and strategic planning phases. The planning process identifies the market potential and goals for business development and growth, while the product development phase is the implementation of specific actions for the business.

 

A product development plan can be developed as a guide for the successful management of the product development and implementation process. A product development plan looks at the marketing mix including product, price, place, promotion and packaging. The type of product development will depend on the stage of development of the business. The Passages to Innovation Program developed by the Canadian Tourism Commission identifies the four quadrants of product development:

 

  • Q1 – Existing Customers / Existing Products: a low risk strategy that aims to refresh existing products for the current market segments;
  • Q2 – New Customers / Existing Products: a medium risk strategy that looks at repositioning existing products with a new market segment;
  • Q3 – New Customers / New Products: a very high risk category that all new businesses start in. Extensive research and a unique selling point is required;
  • Q4 – Existing Customers / New Product: a high risk strategy that presents new products to existing customers that are stilled aligned with the markets needs. 



Source: Canadian Tourism Commission 2003, ‘Passages to Innovation: A Dynamic Interactive Planning Tool for Tourism Product Developers in Canada’.                

Provided in the sections below is further information on the successful development of products and experiences and the certification and accreditation of these products and businesses.

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