THE ENRICHMENT OF TOUR OPERATORS’ PRODUCT BY INCORPORATING SUSTAINABLE ELEMENTS. A TOURISM AND TRAVEL MARKETING APPROACH

Abstract

The tour operators offering their services in established and traditional tourism destinations for a long time face the issue of the lack of sustainable elements in their holiday packages and their focus is mostly on the classic 3S model. However, either their target markets or the needs of destinations for sustainable approaches push for the enrichment of the offered packages. Therefore, this paper studies the potential for enrichment of classical tour packages by incorporating components of the destinations natural and cultural resources. To recognize these elements research has been conducted on the impressiveness of natural and cultural resources. The results indicate not only the potential for product enrichment with unused, till now, elements but also suggest the creation of new packages for targeted markets. Facts that are positive for both the tour operators and the prosperity of the destination.