Tourism & Hospitality Management 2010, Conference Proceedings

V. Mihelj: NEW TOURIST PRODUCTS FOR NEW TOURISTS' EXPECTATIONS, pp. 1075-1085

VASJA MIHELJ, M.Sc., Lecturer Faculty of Tourism MTS Montenegro Tourism School, HIT Montenegro Montenegro

NEW TOURIST PRODUCTS FOR NEW TOURISTS EXPECTATIONS

REVIEW

Needs, expectations and anticipated benefits of tourism vary greatly from one destination to the next, and there is certainly no "one size fits all" approach to creation of national tourism strategy and design of the destination tourism product. As baby boomers move into mid-life and retirement, their expectations for travel will shift toward educational, self-improvement, and in-depth experiences. Destinations featuring cultural tourism, heritage tourism, sports tourism, active tourism, adventure travel, and ecotourism will be in greater demand. Travelers from urban centers often choose rural places as vacation destinations, attracted by the quieter, less frenzied pace and the opportunity to engage in unique recreational and cultural activities. Maintaining this ambience is crucial to sustain urban visitors' expectations and requires careful management. A destination's capacity dictates the visitors it can accommodate without negatively effecting resources or local residents' quality of life. While increasing visitors may be a goal, small communities must consider the price of hosting tourists. As a result, destinations will increasingly emphasize sustainable tourism. It can be assumed that there is considerable opportunity for increasing tourism to the new EU countries and Eastern European countries as a result of new trends in tourist needs and expectations. The growing concern worldwide over global warming and climate change combined with rising oil prices, the energy crisis and the economic slowdown has led to dramatic changes in consumer attitudes, travel seasonality and other travel patterns and trends. It is influencing individual choices regarding travel destinations, the length of trips and other factors such as the availability of environmentally-friendly modes of transport and environmentally-responsible service providers. Tourism has one of the highest development priority of all industries in the world. The sustainable use of natural resources, the involvement of the public and private sector, the attractiveness of products and international competitiveness are the factors which will decide on employment and prosperity for large sections of the population, for the coming generation as well. The objective of the paper is to identify the drivers for new trends and motives for creation of different destinations products and to examine how these specific market trends could contribute towards tourism growth within Europe and to look at the impact of such trends on the changing customer needs. An additional target is to discuss whether this trends would offer additional products for special target groups like young or senior tourists and whether the tourism stakeholders in Europe responding to the changing consumer behavior. Keywords: tourism strategy, global economic crisis, distinctive products and services, demand trends, development trends, destination marketing

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V. Mihelj: NEW TOURIST PRODUCTS FOR NEW TOURISTS' EXPECTATIONS, pp. 1075-1085

INTRODUCTION Tourism undoubtedly emerges as one of the most remarkable economic and social phenomena of the last century. Apparently it seems that it is all set keep this position for the next century as well. Every year a bigger portion of the world population takes part in tourism activity and for the majority of countries tourism has developed as one of the most dynamic and fastest growing sectors of economy. On a global scale the number of tourists is constantly increasing. Especially in the past 50 years the growth of tourism has been phenomenal in terms of its expansion. Between 1950 and 1999 the number of international arrivals has shown an evolution from a mere 25 million international arrivals to the current 664 million, corresponding to an average annual growth rate of about 7 per cent. In addition to its strong overall expansion, the development of modern day tourism is also characterized by its ongoing geographical spread. Numerous countries have been successful, not only in attracting significant numbers of tourists, but also in turning tourism into a source of wealth. A notable diversification in tourism destinations has taken place, with those of Asia, North Africa and Latin America and the Caribbean being the emerging destinations joining in. The hospitality industry is in the middle of great changes, too. According to some sources, it will need to address somer transformative issues over the next three to five years, including brand, emerging markets, human assets and technology. These factors are expected to be key drivers in determining winners and losers through 2010 and beyond, and are likely to impact shareholder value. The growing concern worldwide over global warming and climate change combined with rising oil prices, the energy crisis and the economic slowdown has led to dramatic changes in consumer attitudes, travel seasonality and other travel patterns and trends. It is influencing individual choices regarding travel destinations, the length of trips and other factors such as the availability of environmentally-friendly modes of transport and environmentally-responsible service providers. World travelers are also increasingly looking for quality products and experiences that offer value for money, especially environmentally-friendly travel and tourism related products and services as well as those that enable them to take part in local community activities.

1.

TRENDS IN TOURISM EXPECTATIONS

PRODUCTS

AND

CUSTOMER

World tourism has gone through significant changes in the last few years. It has been highly influenced by new trends in tourism industry and customer expectations, the so called mega-trends, such as: demographic changes, macroeconomic trends, environmental issues, political factors and safety and security trends.

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V. Mihelj: NEW TOURIST PRODUCTS FOR NEW TOURISTS' EXPECTATIONS, pp. 1075-1085

WTO claims to have identified some key trends for the future1 : Eco-tourism., has become Travel within nature instead of previous Ecological and socially responsible travel. Generally speaking, ecotourism offers a wide range of possibilities for some tourist destinations and special geographical zones. Those destinations have to be highly differentiated from others, specially concerning market targets, which should be: people with special interests that love nature and natural resorts and enjoy active holidays Cultural Tourism. This will be mostly interesting for groups with special interest in history and culture, educated people and those who tend to see important cultural and historical spots as a part of their holiday. Thematic Tourism represents type of tourism specially, which focuses on specific interests of small market niche and can be defined through three Es : Entertainment, Excitement, Education. For some regions and destinations, Thematic Tourism can represent an important development element. Adventure Tourism. Again, aims toward small target group of those who are mostly interested in exploring nature and destinations. Some data shows that this market niche is increasing. For example, 2 million tourists enjoyed under-sea activities and interest for mountain peaks, open space, deep seas and oceans, canyons etc. is increasing every day. Cruising The main characteristics can be defined as: "time poor money rich" concept, which means that tourists like the opportunity to see many things in short time. Cruising is the only possibility to do so. Second half of XXI century is characterized by extreme information technology impact. Development of IT technologies, aiming towards more efficient information, technology development, especially in transport, as well as education development process, created a so called world that equals Global Village. Therefore, trends in traveling in distant destinations are not a problem anymore. Modification of the old and creation of new ways of travel in unseen destinations make us believe that we are definitely deep in globalization era in tourism. Traveling from one to another part of the world, having lunch in Paris and dinner in New York is not a miracle anymore. Moving throughout our Planet has become like moving around a mega polis. Fulfilling and identifying need of tourists is possible only by creating a wide range of different tourist products and services that would enable tourists to choose completely different things everyday. In tourism, as a specific economy nowadays, almost 80% of total spending derives from services and only 20% from products. The main reason is that products in tourism are sold as services because they are always wrapped-up in some kind of service (for example, food and beverages selling in restaurants and bars). Therefore, we can say that in tourism, selling and buying services is definitely dominant in comparison to products.

http://world-tourism.org

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V. Mihelj: NEW TOURIST PRODUCTS FOR NEW TOURISTS' EXPECTATIONS, pp. 1075-1085

Tourist destination as tourist product has a few very elements that need to be mentioned: Attractiveness of tourist destination and products. Tourists are mainly attracted to a certain region by activities, such as: cultural, sports, political, scientific, and other events, natural beauties, attractiveness of natural unspoiled spots and specific regions. Products and services that are offered in the destination. Services are very important, which was mentioned before, because tourists are interested in the attraction and experience they get in the destination. Can tourist products be easily reached? This element means that the distance between tourists towns and the destination is not too long. Actually, tourists refer those destinations and tourist products that could be reached in reasonable time. Every tourist destination has a certain combination of products, services and attractiveness. Tourists choices depend on that combination according to their tastes, wishes and interests. Marketing concept of the destination defines tourist product as a package product, which includes special services, products and therefore satisfy as many tourists wishes as possible. However, s a result of the increasing competition, tourism destinations and companies have more and more need of a strong policy based on: adequate knowledge of developments and trends in the field of tourism, in the market and within target groups well stipulated strategic guidelines for the future and effective actions. It has a strong need to be highly sensitive to customers expectation changes, too. Some of the most important issues in customer expectation changes have been raised by WTO, in the study concerning new trends in the world tourism for this decade. It is important to mention some of them. Travel experience is one of the main issues and the attitude towards travel experience has changed a lot. As people travel more, they also become more aware of the cultural environment and the places they travel to and they reflect more on their own experience. Consequently, tourism companies will have to develop products that offer higher-quality experiences and services at all levels of expenditure. Apart from that, destinations will find difficult to combat seasonality and will have to work hard in building loyalty of their tourists. The same will apply to tourist and hotel companies and their products. The second important element that would have impact on new products creation is Lifestyle. Changes in lifestyles will highly impact all segments of tourism industry and its products. A few years ago, European Travel Commission found that travel will be stimulated by increasing discontentment of the liberated individual. 2 That trend highly impacted world travel in the last few years and tends to seriously change travel products and services. The fact is that for many people, travel is not a luxury anymore. It is an accepted part of life. This means that last-minute decisionmaking has become more prevalent. Consequently, travel industry needs to develop more niche products and to cater those tourists who are indulging their greater freedom to travel. In the search for different experiences, consumers will increasingly look for deepening experiential value and more intense experiences. Therefore, there will be more need for the, so
2

Tourism Trends for Europe, European Travel Commission, September 2006, ETC, CET

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V. Mihelj: NEW TOURIST PRODUCTS FOR NEW TOURISTS' EXPECTATIONS, pp. 1075-1085

called, safe-danger experiences, or the development of new destinations and regions controlled edge, such as diverse inner city neighborhoods. On the other hand, spiritual tourism products based on inner experiences are becoming more interesting, as well as health link in spa and other wellness products. Different products in the area of health and creative tourism will be more needed on the market. Therefore, there is a need in analyzing new customer needs and expectations concerning tourist products, in order to prepare for the new coming era in tourism. Some of the trends have been identified and they mostly cover the most important issues in the field. First trend is the Great Road Trip is back. That means that sales, leases and rentals are at an all-time high, and growing at 30% annually - even with all-time high gas prices. Furthermore Road Trip traveler demographics have gone from 67 years old to less than 50 years old and now includes family. Genealogy, history, education finding ones roots is now a big travel segment, and growing. It is probably strongly connected to travelers attitude towards exploring something new and have more experiences from the trip. Cheaper is Chicer and last-minute is now the norm, not the exception. That is the second new trend concerning customers expectations. Vacationers and weekend escape visitors are booking deals just weeks (if not days) before departure instead of months. No one wants to overpay in an era of downward nobility, and therefore, 50 million people visit the top 10 travel websites every month to find special deals. What tourism industry can do is: make sure that special deals are included in the offer, begin a permission marketing program with periodic e-mail newsletters, place prices not discount percentages, Begin developing serious packages, with serious discounts, make booking special deals easy, etc. The most interesting trend is: the internet has changed everything in tourism! Some of the data show that 68% of all households have immediate access to the internet and surprisingly, 94% of these people use the internet as their primary travel resource.68% have difficulty finding what they are looking for while 76% find on-line advertising a major nuisance. 38% of travelers will pay up to 20% more for customized products and services, etc. What tourism industry can do is: make sure that website is number one marketing priority, create the front door for other community websites, pay for sponsor matches and keyword listings, sell experiences not places or organizations and make all marketing materials downloadable or available on your site. The Fourth Trend is: Adventure travel is up! Timeshare is a force to be reckoned with and cruise ships now catering to the masses. 70% of all adventure trips now are booked by women, therefore, tourism industry should make sure that there are creature comforts, upgraded dining etc. Travelers want education with little or no work, which means that the average visit to a National Park is now just two hours, not the whole day as it once was. What tourism industry can do is: cater to women and a slightly older audience, create separate niches for Gen Xers and Baby Boomers, offer educational but easy activities with lots of off time, working with tour operators. Maybe the most important trend to think about is: The Three Cs in business travel - Convenient, Comfort and Cost. Business travel is far less fun than it used to be. Leisure on either side of a business trip is no longer politically correct in this cost1079

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V. Mihelj: NEW TOURIST PRODUCTS FOR NEW TOURISTS' EXPECTATIONS, pp. 1075-1085

cutting environment. Convenience and comfort are key. Competition is highly increasing as more small cities get into the act. What tourism industry can do is: create incentives and packages, get local, regional, and state sponsors, and make sure the activities are the primary draw not the convention center or local facilities, etc. Very interesting trend is that things have changed considering activities. Activities are now far more important than scenery. Visitors want activities, not just things to look at. Experiential learning is key: artists in action, learning pottery or how to paint, culinary arts etc. What tourism industry can do is: offer experiential learning: photo tours and classes, artists in action, genealogical tours, geo-caching, themed events, work with outfitters and local businesses to package activities, cater to niche groups: Harley owners, bird watching, clubs, photography clubs, Mountaineers, etc. The next important trend is: product development is the key to a successful brand! We should remember that competition is getting fierce. Product development never stops and should be a higher priority than marketing. Too many communities focus on marketing, when they should be focusing on capital projects (both public and private). Tourism is the number one diversification strategy for communities losing their primary industries: mining, agriculture, timber, fishing, etc. What tourism industry can do is: make sure to invest in product development with both privately developed projects and businesses, as well as public attractions and amenities, cater to an aging population. 350,000 people are turning 50 every month and that will continue for another 12 years. It is important to point out some of the most significant marketing trends, too. The internet marketing of tourism crop has become a prevalent trend. There are many internet sites the regulars can call to get their tourism desires crammed. With internet marketing, patrons will be able to find out all kinds of information that they basic to prepare their trips. This can be done at their own convenience so any time of the day or night they can take trouble of what they necessary to do in provisos of planning for an eminent falter and receiving the substance that the necessity, like tumble planners and other such essentials. With all the remarkable information that is offered to them, they will know more and more about result the best deals and getting the most respect for their trips. The internet makes it potential for trade to download mapping and learn as much about their destinations as probable. It also provides a vehicle for them to get tickets and rental cars. Doing so over the internet can rescue time and money. Many companies proposal a selection of discounts over the internet and it is swift and relaxed for the consumer. Using internet marketing companies can find out personal how each of their crop are selling. The gives them a better idea of what to recommend Tourism Marketing Trends the shared. It also gives them a forum to accept opinion to better complete their customers. When a party can see right away the results of their pains it helps them to mean better. With the education companies can become stronger and more profitable because they will be reaching the better listeners than they could lack with the internet as a tool. This in convert will give them more and more hype all over the world and will pass even more firm to them. The use of internet marketing for tourism will prolong to bank. The free will find it easier and easier to get the clothes that they need in an adroit
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V. Mihelj: NEW TOURIST PRODUCTS FOR NEW TOURISTS' EXPECTATIONS, pp. 1075-1085

time so that the can proposal for trips. It will persist to make the tourism succeed in better calculate. With all the repayment of the internet marketing of Tourism Marketing Trends food the open will find that using the web will be their first option to find the information and crop that they need. They will never have to permit the comfort of their own home and the convenience will make their lives a lot easier. Travel will resume to be common and tourism goods should do better and better as more people take plus of this advantage on the web.

2.

NEW TRENDS IN GLOBAL HOSPITALITY INDUSTRY

The global demand for travel and tourism provides unprecedented opportunities going forward. As some of the analysis show, individual hospitality enterprises address several key intertwining trends can greatly affect their ability to seize these opportunities and achieve financial success.3 Brand is expected to surpass location as deciding factor in hotel choices. Today, virtually all travelers consider location to be extremely influential in hotel choices, compared with slightly more than half being influenced by the brand. Customers expect the brand promise to cover every interaction with the organizationpre-stay, stay and post-stay. If the hotel gets it right, they can expect improved customer loyalty, and guests who are loyal to their preferred brand are likely to stay more and spend more. China, India and the Gulf States to experience substantial growth. In China, India and the Gulf States, both domestic and international travel is booming, due to lower airfares and emerging middle classes keen to travel for the first time. Between India and China, the report predicts that a total of 35,000 additional hotel rooms will be required to reach the same penetration as in more developed countries, and the majority of these will be positioned in the economy and mid-market segments. These new markets pose unique challenges in politics and ownership, as well as in recruiting, training and retention of local staff. While these emerging markets offer exceptional growth opportunities, the worlds largest tourism marketthe United Statesstill has a way to go. Total travel and tourism spend in the US, both domestic and outbound, is predicted to double from $830 billion to a staggering $1.6 trillion by 2015, leaving room for growth, particularly at the luxury end of the market. Aging consumers will change the game. The Baby Boomers in the United States and Europe are a huge demographic with enormous amounts of disposable income. They are expected to live longer, be more active, travel more and desire new experiences both in terms of cultural and event-based tourism. The percentage of the population aged 65 and over in Europe is projected to increase from 15 percent in 2000 to nearly 25 percent by 2015 and increased travel by the silver segment is likely to maintain Europes position as the number one tourism exporting region, delivering some 730 million travelers by 2020. In addition to

3 Hospitality 2010, Deloitte Touche Tohmatsu and its member firms and the Preston Robert Tisch Center for Hospitality, Tourism and Sports Management at New York University, 2009

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V. Mihelj: NEW TOURIST PRODUCTS FOR NEW TOURISTS' EXPECTATIONS, pp. 1075-1085

addressing the needs of aging consumers/travelers, the hospitality industry will need to address talent management issues, as aging populations hamper the ability to find sufficient staff in some regions. Playing catch-up with technology. The industry is historically in the lowest quartile of technology spending within the consumer businesses; however, all the executives interviewed expect to increase IT investments, particularly in reservations, distribution, loyalty programs, and customer relationship management. In the US and Western Europe, more people relied on the Internet for travel information last year than relied on friends and acquaintances, posing significant challenges and opportunities for the industry. In addition, more demanding customers have come to expect more personalized service, and in the future hospitality suppliers will need to consider online room selection and check-in, personalized bed (variable firmness), and personalized inroom food and beverage offering.

3. TRENDS IN TOURISM AND TOURIST PRODUCTS IN SEE COUNTRIES Europes Mediterranean and SEE countries have strongly felt the economic crisis this summer as holiday destinations such as Greece, Portugal and Spain staggered through one of the worst tourist seasons in years. Tourism revenue has plunged in Europe's Mediterranean countries. Across the region, governments are scrambling to support the sector. In July, the Spanish government announced its second package of support measures this year this time valued at 1.03 billion. Italy has unveiled 1.6 billion in financing for the sector. Even cash-strapped Greece has introduced tax cuts and subsidies for tourism.4 The roughly 10 million fewer tourists and 14 billion ($20 billion) in lost income forecast this year by the private sector World Travel & Tourism Council translate into serious difficulties for the wage earners and businesses, large and small, that depend on the Mediterraneans critical May-to-September tourist season for their livelihoods However, the analysis by countries, showed some differences that would affect future tourism development and new products and services development in those countries. The number of foreign nationals visiting Albania in the first seven months of the year grew by more than a third as compared to the same period last year, but the tourism industries of other Southeast European (SEE) nations felt the pangs of the global downturn. Close to 1.6 million visitors entered Albania between January and July this year, marking a 36% rise year-on-year, the country's tourism ministry reported on August 20th. Almost 90% of them cited vacation as the purpose of their trip to the Balkan nation, the ministry of tourism reported. Mostly all were of the foreign tourists were European citizens, with Kosovo, followed by Macedonia and Montenegro accounting for a significant share, statistics showed. Tourist revenues for the first seven
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World tourism trends: Hopes for moderate growth in 2010, Tourism Forecasting , Special Interest Group, 2009

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V. Mihelj: NEW TOURIST PRODUCTS FOR NEW TOURISTS' EXPECTATIONS, pp. 1075-1085

months totaled 212m euros. In 2008, Albania's tourism and travel industry earned 358m euros, accounting for 4.1% of GDP. Later in August, the finance ministry said it would set aside 1.5m euros in next year's budget for a special project to encourage the further development of tourism in the country's south. The funds would be earmarked for soft loans to families and companies interested in investing in the tourist sector. The World Economic Forum's (WEF) latest travel and tourism competitiveness index placed Albania 90th among 133 countries in the world, behind all other SEE nations covered by the report, except Bosnia and Herzegovina (BiH). With its 21st position on the global list, Cyprus was ranked highest among the SEE countries in the WEF study. However, the situation on the Mediterranean island, whose income from tourism accounts for up to 12% of GDP, appears glum, according to statistics. Cyprus recorded a 10.9% drop in tourist arrivals from January until the end of July as compared to the same period last year. With holidaymakers generally spending less, Cyprus's tourism revenues for the first seven months of 2009 fell 15.5% year-on-year to an estimated 798m euros, down from nearly 945m euros in 2008. Greece, whose economy is facing its first contraction in 16 years, also felt the pangs of the crisis. A major European vacation site, Greece draws 15 million tourists, on average annually. Tourism accounts for nearly a fifth of Greece's GDP of over 240 billion euros and almost 20% of all jobs in the country. "The tourism sector will feel the full impact from the dramatic slowdown of economic activity in key source markets for Greek tourism such as Germany, Italy and the UK, with most of the impact in the last two quarters of the year," the National Bank of Greece said in a report in June. Two Greek organizations -- Research Institute for Tourism and the Association of Greek Tourism Enterprises -- said in August that the number of holidaymakers arriving at the country's airports was down 8.6% since January, compared to the same period last year. The sector's revenues for the first half of the year fell by 14.7% to just over 3 billion euros, statistics also showed. In a bid to boost their tourism industries, some of the countries in the region have offered tourist packages at good prices, lower visa fees, and hotel rates to attract more tourists. Some, like Croatia, launched promotion campaigns. Preliminary results of this summer season in Croatia released in late August showed that the country's tourism industry was not hit as badly by the global turmoil as initially anticipated. According to the tourism ministry's analysis, the number of foreign tourists visiting this year shrank by 5% compared to 2008 and the number of local holidaymakers dropped by 11%, translating into a loss of 500m euros in revenues much less than the previously predicted 25% loss. In 2008, a record season, Croatia's tourism industry earned 7.5 billion euros. Bulgaria saw foreign tourist arrivals fall 12.7% year-on-year in June. Although July was slightly better, with a decline of just 5.8%, many hotels in the Balkan nation's overbuilt Black Sea resorts were half empty. A Sofia New Agency report on August 19th said 204 hotels on the country's southern coast were up for sale. Industry officials insist the government should consider ways to boost the sector. Some have proposed the introduction of tax relief for Bulgarian tourists who have chosen to spend their holiday at resorts at home.

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V. Mihelj: NEW TOURIST PRODUCTS FOR NEW TOURISTS' EXPECTATIONS, pp. 1075-1085

Despite the global economic crisis, Turkey recorded a 1.1% increase year-onyear in the number of foreign visitors to the country during the first seven months of 2009. German tourists accounted for nearly 16.5% of all 14.93 million foreign citizens who entered the country during between January 1st and July 31st. Russian, British and Bulgarian holidaymakers came next. After two months of decline, the number of foreign tourist arrivals to Turkey was up 6.32% year-on-year in July, the tourism ministry reported. Despite the upturn, Turkey's tourism revenues shrank 10% in the first half of the year and are expected to reach just over 15 billion euros for 2009, down from close to 15.5 billion euros last year.5

CONCLUSION With global tourism facing slumps at every quarter, the industry has had to come up with new or better strategies to lure potential tourists into spending. Some hotels offer 50% discounts, others offer a free night on the fourth booked while others still advertise a 30% nightly discount. Always do the math, even on special packages that bundle hotel stays with passes to the spa and other attractions. If a trip abroad is still not within budget or isn't met with confidence, consider visiting the home country. More and more people are rediscovering their home land for less the price of traveling overseas. People no longer need month-long vacations to satisfy their wanderlust and indulge their senses in a foreign destination. Instead of inflating the family budget with airline tickets and accommodation prices, explore the greener option of eco-tourism and find conservation camp sites or national parks. While the downturn of the economy has certainly affected consumer trends and hit the tourism industry hard, people shouldn't deny themselves the pleasure of travel, the indulgence of being a tourist for whatever span of time allowed. This is the best time to discover closer destinations or re-discover lost ones The best way to conclude the analysis of new trends and tourism products is to say that we have to be prepared that the end of the recession does not mean and end of all the implications it had to international tourism. Even the economic recovery would remain fragile. Output, households disposable incomes and employment remain at low levels. Therefore, we can expect that leisure travel will be the main focus for tourism this year and the next, as business travel budgets are expected to remain tight. We live in interesting times. Surviving them requires some fresh thinking on the opportunities they offer.6

REFERENCES
1. 2. 3. Hospitality 2010, Deloitte Touche Tohmatsu and its member firms and the Preston Robert Tisch Center for Hospitality, Tourism and Sports Management at New York University, 2009 Charles W. L. Hill, Global Business, 2nd Edition, 2002 Conrady, R., Buck, M., Trends and Issues in Global Tourism 2008, Springer, Germany, 2008

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European Tourism 2009 Trends and Prospective, European Travel Commission European Tourism 2009 Trends and Prospective, European Travel Commission

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V. Mihelj: NEW TOURIST PRODUCTS FOR NEW TOURISTS' EXPECTATIONS, pp. 1075-1085 4. 5. 6. 7. 8. 9. Cooper, C., Fletcher, J., Fyall, A., Gilbert, D., Wanhill, S., Tourism - Principles and Practice, Third Edition, Prentice Hall, 2005 European Tourism 2009 Trends and Prospective, European Travel Commission, 2009 The Business of Tourism Management, Edited by John Beech and Simon Chadwick, Prentice Hall, 2006 Tourism Trends for Europe, European Travel Commission, September 2006, ETC, CET Trends in European Tourism, WTO, 2009 World tourism trends: Hopes for moderate growth in 2010, Tourism Forecasting , Special Interest Group, 2009

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