A Tourist Itinerary Made by Rosevine Travel Agency for Two Australian Couples - Case Study Example

ASSESSMENT: 2 ASSESSMENT TITLE: A REPORT ON VENICE ITINERAY SUBJECT NAME: MRKT 19036 NAME: HE MINTING STUDENT NUMBER: S0214758 ASSIGNMENT DUE DATE: 16-AUG-12 THURSDAY 11:45 PM Executive Summary A travel agency has a duty of ensuring its clients enjoy their vacations to the fullest by choosing the sites and accommodation that best suit their lifestyle. This report presents a tourist itinerary made by Rosevine Travel agency for two Australian couples who are hoping to take a tour of the Venice region. First, it starts by presenting a detailed daily itinerary for each of the couples during their one week stay in Venice. Each excursion is carefully selected to make sure it satisfies the customers’ needs while taking into account their budget and spending behaviour using the values segmentation approach. In the second part, the report gives a justification for choosing a particular excursion/ activity, type of transport or accommodation for the couples. The report recommends that; since Couple B considers the P’s of product and people, process and promotion the most important. To enhance these P’s and thus maximize consumer satisfaction for the Visible achievement segment, Rosevine tour agency should develop a feedback system where the tourists narrate their day’s experience in the evening with the agency where they can rate the services and the people they dealt with in the day. The agency should seek to know if they enjoyed their day and any changes they would like incorporated in the itinerary for the next day or for their future visit. Another recommendation is to understand customers individually, Couple A consider the P’s of place and product to be the most important when making a purchasing decision, to make sure these P’s are enhanced the tour agency can individualize each itinerary by using a questionnaire to find out their preferences when it comes to accommodation, meals, transport and sites instead of just using a general segmentation approach to arrange excursions for many clients. For example by identifying the sites each client’s considers most attractive in Venice, the agency can plan an itinerary that makes sure their clients do not miss out on any attraction on their vacations. Finally, the report concludes that use of a segmentation approach such as values which considers various aspects of consumer behaviour, a marketer in the tourist sector is able to ensure his customers are satisfied. Table of Contents Page Executive Summary 2 The report recommends that; since Couple B considers the P’s of product and people, process and promotion the most important. To enhance these P’s and thus maximize consumer satisfaction for the Visible achievement segment, Rosevine tour agency should develop a feedback system where the tourists narrate their day’s experience in the evening with the agency where they can rate the services and the people they dealt with in the day. The agency should seek to know if they enjoyed their day and any changes they would like incorporated in the itinerary for the next day or for their future visit. 2 Another recommendation is to understand customers individually, Couple A consider the P’s of place and product to be the most important when making a purchasing decision, to make sure these P’s are enhanced the tour agency can individualize each itinerary by using a questionnaire to find out their preferences when it comes to accommodation, meals, transport and sites instead of just using a general segmentation approach to arrange excursions for many clients. For example by identifying the sites each client’s considers most attractive in Venice, the agency can plan an itinerary that makes sure their clients do not miss out on any attraction on their vacations. Finally, the report concludes that use of a segmentation approach such as values which considers various aspects of consumer behaviour, a marketer in the tourist sector is able to ensure his customers are satisfied. 2 Table of Contents Page 3 1.0 Introduction 1 1.1 Reason for travelling to Venice 1 2.0. Venice Itinerary 1 2.1 Venice 7-Day Itinerary for Couple A 2 2.2 Venice 7-Day Itinerary for Couple B 5 3.0 Reasons for selecting the various excursions for the Couples 9 3.1 Reasons for Selecting the Various Excursions for Couple A 9 3.1.1 Segmentation and Demographics 9 3.1.2 Physical Evidence 10 3.1.3 Place and Time 10 3.1.4 Price 10 3.2 Reasons for selecting the various excursions for the Couple B 11 3.2.1 Segmentation and Demographics 11 3.2.2 Product 12 3.2.3 People 12 3.2.4 Promotion 14 3.2.5 Process 14 3.3 Differences between the two Couples 15 5.0 Conclusion 15 Reference List 17 Appendices 21 Appendix 1: Around San Marco square 21 21 Source: http://www.welt-atlas.de/map_of_venice_center_1-150,Welt Atlas 2012. 21 Appendix 2: Province of Venice 21 21 Source: http://en.agriturismo-on-line.com/agriturismo_venice.cfm, Agriturismo 2012. 21 1.0 Introduction The tourism industry is one of the subsectors that contribute a large portion of most countries’ GDP. The tourism sector mostly involves provision of services that must be tailored to the needs of each individual traveller (Choi, Murray & Kwan 2011). Providers in this subsector of the economy must have a deep understanding of the needs of the travellers who are under their care. It’s a marketer’s duty to ensure that his clients have the most enjoyable time during a visit to any destination which he plans for them. Every aspect of the trip must be carefully planned to meet the customer’s satisfaction. Rosevine Travel Agency has acquired two new couples as clients. Both couples plan to take a vacation to Venice but have different desires for their holiday and their budget is not the same. Couple A is newlywed and are categorized in the young optimist segment of the Agency’s market segment. Young optimist on holiday want to see as many sites as they can and experience everything a destination has to offer. The second couple is more elderly and are classified in the visible achievement segment thus who need and can afford high quality services during their vacation in Venice. Thus Rosevine must come up with two different itineraries that will give their clients maximum satisfaction on their trip to Venice. 1.1 Reason for travelling to Venice Venice is one of the most beautiful cities on the planet as it has world renowned architecture and artwork dating back many centuries ago. Built on a group of 118 islands and numerous canals Venice is like a city floating in the Lagoon (Newman 2009). It is listed as one of the world’s heritage sites due to its numerous cultural assets. This beautiful setting provides couple A with a romantic destination where they can see many beautiful sites as they share their love. For couple B Venice’s richness in history and artwork interests their search for knowledge and understanding of the world. 2.0. Venice Itinerary 2.1 Venice 7-Day Itinerary for Couple A Cost: € 8,000 Itinerary Information Today’s Date: Thursday 30th August with departure on Thursday 6th September Reservation ID:VenPR45 Agency Information Rosevine Travel Agency 4539 Melbourne Agency Phone: 777-3000 Rosevine-Dharma Tourist Day 1 Airport Reception Take a shared water Taxi across the Laguna Venetia and enjoy the great view on the ride. The Alfredo the boatman (Contact 00910380666) will be holding two signs with your names at the airport. He will take to the Hilton Molino Stucky. The boat takes approximately 45 minutes to cross the Lagoon. 1 shared water taxi 2 passengers 30th August 2012 Hotel: Hilton Molino Stucky, Venice (☆☆☆☆) Enjoy a splendid view of the Venice night from the balcony facing the Lagoon. 7 Nights 1 Room with view of the canal Day 2: Explore the Venice Islands Take a Vapporetta from the Zattere stop at 9:00 am and arrive 20 minutes later at later at the Piazza San Marco. 9:20am. Here you can visit the San Marco Cathedral and go to the top tower using the elevator to enjoy an amazing bird’s view of the Canal city. From the Cathedral you can walk back into the past at Doge’s palace and have an insight into the city’s Renaissance history. 2:00 pm. Take a water Taxi to explore the Grand Canal and get off at the Rialto Bridge to view the spectacular Marble bridge, built in 1591. From the Rialto Bridge you can walk to the Pesaro International Gallery of Modern Art and Museum of Oriental Art. 5:00 pm. Take the Vapporetta back to Zattere where the Hilton Stucky Milano shuttle will pick you up. 2 Vapporetta tickets 2 museum passes 1 private boat 31st August 201 2 Day 3 10.00am. Take the water taxi to the Campo Santa Margherita Meseum where they have the best saloons of art. 02.30pm. Take a Vaporretta to Lido Island and enjoy the public beaches of the Island. 5:00 pm. Take the Vapporetta back to Zatere where the Hotel shuttle will take you back to the hotel for the night. Enjoy the Saturday night happy hour at the Hotel’s rooftop bar. 1 Water taxi 2 passengers 2 Vapporetta tickets 1st September 2012 Day 4: Relax indoors and on the Beach Have breakfast inside the hotel in a Venetian setting. Have some massages for two hours using traditional herbs Do some window shopping in Ottico Fabbricatore a one stop shop for Italian elegance and tour the markets around for any souvenirs. Cruise across the lagoon on a luxury boat. Take a brisk walk at Jesolo beach hotel as the sun is setting and take dinner a cocktail on its pristine beach. Thereafter spend time in a Jacuzzi. 1 luxury boat 2 passengers 2nd September 2012 Day 5: Tour Murano, Burano and Torcella Discover the wonders of Venice on the neighbouring Islands of the Lagoon by taking a journey to Venice’s famous glasswork centers. Take the Vaporretta at the Zarreta stop at 10:00am and interconnect for the trip Murano Island at 11:30am. Shop for the finest romantic pieces of Murano glassware. At 1:00pm. Take a motor boat to Burano and through its canal’s viewing the beautiful painted houses of the island. At 3:00 pm. Cross over to Torcella by Vapporetta and cycle around this romantic island experiencing its rich history and architecture. At 7:00pm. Take a shared water taxi back to the Zattere stop where the Hotel shuttle will pick you up for dinner with the bride’s parents at 7.30pm. 2 Vapporetta tickets 2 bicycles 1 water taxi 3rd August 2012 Day 6: Trip to Mainland Checkout of your hotel at 8:00am. From the Zattere stop, take the Vapporetta to the Piazzale Roma where you will take a hired car (Benelux Cars 2012). Drive for 40 minutes to Padua where you will have coffee at the caffee Pedrochi and view the Frescoes at the Arena Chapel rest at the Orto Botanico the at 12:00am drive further inland to passing through the town of Vicenza to Verona where you will see Juliet’s House made famous by the Shakespeare’s play Romeo and Juliet. In the afternoon proceed to Hotel Lido Blue on Lake Garda and windsurf in the lake’s blue waters (TripAdvisor 2012). Take the night train to Trieste arriving at 8:00 pm where you are booked in into the Hotel Continetali (TripAdvisor 2012). 2 Vapporetta tickets 1 Museum pass 1 hotel room 2 nights 4th August 2012 Day 7: Trieste In Trieste you can visit Miramare Castle and relax on its exquisite park gardens with a spectacular view of Adriatic Sea, proceed to the Roman ruins and later the Grotta Gigante caves. Spend your and evening at the Coast watching the sun set over the Adriatic ocean. 1 Museum pass 5th August 2012 Day 8: Check out of your hotel and drive to Mestre where you can shop as you await your flight. 1 car 6th August 2012 2.2 Venice 7-Day Itinerary for Couple B Cost: €30,000 Itinerary Information Booking details Date Today’s Date: Thursday 30th August Reservation ID: VenPR48 30th August 2012 Agency Information Rosevine Travel Agency 4539 Melbourne Agency Phone: 777-3000 Rosevine- Dharma Tourist Transfer to Hotel Take a private transfer from the Marco Polo airport. Cruise through the Lagoon at leisurely speed enjoying the crisp blue water of at the surf. A porter will meet you holding your confirmation number at the luggage claim area and will lead to the pier where our Hostess will be awaiting you (Goitaly 2012). 2 passengers 30th August 2012 Hotel: San Clemente Palace Hotel & Resort (☆☆☆☆☆) Avoid the Hustle and Bustle of the busy Venetian waterways at this resort where you can relax in its calm environment. Have a good night as your rest, awaiting the ancient pleasures of Venice (Europeupclose 2012). 7 Nights 1 Suite Room 30th August 2012 Day 2: Explores the sights of Venice Take the Hotels private Boat across the Venetia Lagoon at 10:00 am, arriving at the Piazza San Marco at 10:15am. You will meet your guide at the plaza who will assist with valuable information on the sites you will see in your tour of Venice. You can start by taking a breathtaking view of Venice from the Campanile towering 325 feet above the water (Newman 2009). At the nearby Museo Archeologico museum you will be able to explore the history of ancient Venice and Italy, as the various well preserved objects on display take you back hundreds of years (Tripadvisor 2012). You can also rediscover ancient Venice at the Correr Museum. At 12:45pm you can stroll into the old Venetian republic by entering Doge’s palace built over 400 years ago. At 3:00pm after lunch you can hear north to the Rialto Bridge over the Grand Canal, where you can take shots of the picturesque canal and its Gondolas. From the Rialto you can take a leisurely Gondola ride back towards St Marks Plaza but get off at Harry’s Bar on the just before you reach Piazza San Marco At Harry’s you can enjoy (Virtual tourists 2012). At 7.00pm a private boat will pick you to take you across your hotel. Enjoy you supper at the Clemente palace Hotel. Sleep well waiting for the next day of Venetian serenity. 1 tour guide 2 tourists 31st April 2012 Day 3: Around Venice islands Discover the wonders of Venice on the neighbouring Islands of the Lagoon by taking a journey to Venice’s famous glasswork centers. Take a luxury shared Boat through the Venetia Lagoon at 10:00am arriving at Murano Island at 11:30am. Here with the help of a former Glassware artist you can shop for the finest of Murano glass while he indulges with the history of glassmaking that started in 982 and the old Serenissimma Republic (Viator 2012). Spend two hours exploring the Glass Museum (Museo del Vetro) and records of glassmaking. At 1:00pm you can cross over to the Burano Island for Lunch at Al Gatto Nero da Ruggero. The guide will take to the Burano shrines to view the sacred shrines of Salvami Regina, and Festa della Madonna della Salute. At 3:00pm, cross over to Torcella, where you can visit the Cathedral of Santa Maria Assunta and the Church of Santa Fosca. Leave Torcello at 6:15 pm. Take your dinner at Ai Mercanti 8:00pm which serves the best gourmet meals in Venice (Tripadvisor 2012). Cross the lagoon to your Hotel at 10:00pm for a good night sleep. 1 tour guide 1 luxury boat 1st September 2011 Day 4: Mainland Tour You will be dropped at the Piazzale Roma at 8:00am where you’re Chauffer and Tour guide for the day will be waiting for to take you to Mestre and Trieste. Though a modern town Mestre has some historical sites to offer like the San Girolamo church built in 1261. Head to Trieste a 1 hour 30 minutes, drive from Mestre through the Italian hinterland. Trieste has many attractive sites for you including the Miramare castle built in 1856 and it numerous works of art and very good view of the Adriatic Sea, the Castle of San Guisto and many other ancient churches and cathedrals (TripAdvisor 2012). Take your lunch of Italian cuisine at Chimera Di Bacco at 2:00pm. Go through history of Trieste and Venice at the Museo Revoltella. Spend your night at the Kempinski Hotel Adriatic (TripAdvisor 2012). 1 chauffer 1 tour guide 2nd September 2011 Day 5: Tour of Pisa Take a morning chartered flight to the city of the leaning tower: Pisa. Have a sumptuous breakfast at the ll peperoncino. Take your chauffer driven tour of Pisa beginning at the Piazza dei Miracoli, then proceed to the leaning tower of Pisa and spend some time in the 5 museums near the tower. Your guide will accompany you throughout the tour explaining the history of Tuscany and the leaning tower of Pisa (TripAdvisor 2012). Have your lunch at Ristorante da Gino. Spend your afternoon at the Museo Dell’ Opera del Duomo museum. Take a chartered flight back to Venice Marco Polo airport and an efficient private transfer to the Hilton Molino Stucky for dinner with the newlyweds at 7.30pm. From here you will be picked by a private boat to take you back to your Hotel. 1 chartered flight 1 Guide 2 Tourists 3rd September 2011 Day 6: Deeper into Venice You will be dropped on the St Marks square by the private boat where you will take your breakfast at the restaurante Grand canal at 8:00am. Later a private Gondola will take you to the Galleria dell'Accademia where u can indulge it exhibition of renaissance art (Reidsitaly 2012). Take your lunch at Ai Cugnai restaurant on your way to the Peggy Guggenheim Museum to see the expressionist paintings and sample the beauty of the outdoor garden filled with sculptures and plants. 1 Gondola 4th September 2011 Day 7: A private boat will take you across the Lagoon for rest at the Villa Laguna on the long sandy Lido Island where you will have your lunch and play golf at the only Golf course in Venice (Wilson & Thilmany 2006). Enjoy Villa Laguna’s swimming pool as you sip your favourite Venetian liquor. 1 boat 18-hole golf club 2 golfers 5th September 2011 Day 8: Check out of Clemente Palace hotel. Private transfer will take you to the Marco Polo international airport. 1 private boat 2 passenger 6th September 2011 3.0 Reasons for selecting the various excursions for the Couples 3.1 Reasons for Selecting the Various Excursions for Couple A 3.1.1 Segmentation and Demographics Couple A segmented in the young optimism value segment of the Australian tourist market. Young optimist is aged between ages 20-30 and is approximately 8% of the Australian population. This segment of the market likes to travel and spend times in small groups. They favour tourist activities over sightseeing, although not as price sensitive as other groups the members are very young and starting out in careers therefore have limited amounts of income (Mehmetoglu et al. 2010). Venice is one of the most expensive tourist destinations in the world and thus the couple have to always put in mind the price of excursion, accommodation and transport (Jee Hye & Johye n.d.). The itinerary for Couple A involves is planned mostly based on considerations of the P’s of Physical evidence, Place and Price and the products offered in the city of Venice. 3.1.2 Physical Evidence Since the young couple are travelling on a romantic vacation they need there surrounding to be aesthetically appealing. Secondly, being from the young optimist market segment the couple is conscious of image and would want a service that is complemented by appealing physical aspects. Physical evidence for the couple is presented by the Hotel Molino Stucky which is decorated with warm colours and sparkling lights, it also contains a beautiful swimming pool and a spa for the couple to relax. Physical evidence is important in enhancing and facilitating a service. According to the ‘flower of service’, physical evidence enhances a service for couple A by providing safekeeping services for their luggage. It also facilitates information flow as the pictures of the site, hotel website and agency brochure present physical evidence of the product. 3.1.3 Place and Time Consideration for the P of place is justified because of the couple’s need to spend more time together. The couple is also specific on the places they are going to visit because they are working on a limited budget. Place is also considered because of the privacy that they need together and also the couple wants to experience activities that are exiting unlike the old couple whose main aim is to spend more time on educational tours. It follows then that they cannot travel to places that are too far from Venice and half of their day is spent relaxing at the hotel or on the beach (Foedermayr & Diamantopoulos 2008).In the case of time, the young couple wants to spend time together and this may seem as a way of bonding and getting used to each other. 3.1.4 Price Price is the most important consideration while making the itinerary for couple B. The couple is young and they are travelling on budget and thus cannot afford all the pleasures of Venice. Secondly, the spending characteristics of the Young optimism segment are highly dependent on informed decision made by critically reviewing newspapers and magazines. However, the most popular sites like San Marco Basilica are included in the itinerary as they are promoted as the best value for money on a visit to Venice this includes the trip to Verona the romantic setting of the Play: Romeo and Juliet. Throughout the Venice vacation, the couple use cheap to moderate cost transportation even having to make do with the crowded Vapporetta at times. Indeed most of the excursion decisions for this couple are based on considerations of price which is interconnected with place as their itinerary avoids taking them to destinations that are too far from Venice. Product For couples A, we are going to consider the flower of service and the most suited for this couple. Before a product is chosen for this couple, it is important that we looked at the payment because they we careful in the way that they spent their money. In their choosing of a product we had to take into consideration the kind of hospitality that was offered in certain hotels. Before taking them anywhere there was much emphasis on the information that they would be getting once they travelled to a particular attraction site. In because they did more of transferring from one hotel to another, we had to incorporate whether the hotels they were to stay gave services such as safekeeping of their luggage safely and if they considered their order taking in good time. In this case it is necessary to ensure that the couple has a lot of people they are going to enquire from to get the right romantic places. 3.2 Reasons for selecting the various excursions for the Couple B 3.2.1 Segmentation and Demographics As a couple in the visible achievement segment of the tourism market the older couples need excursions that satisfy their hunger for knowledge with little consideration for costs (Kavaratzis & Ashworth 2008). The visible achievement segment of the Australian market consists of people who have made it in their career and are affluent between the ages of 50 to 60 years they consist about 30% of the Australian market. However, they have retained traditional values of about the quality of the products they consume (Chen, Yu-Chih & Jen-Son 2009). To make sure the planned excursions are in line with the requirements of this visible achievement market segment the P’s of Product, People, Process and Promotion justified the excursions in the itinerary. To fulfil their need for historical knowledge the itinerary arranges for them to spend most of their time visiting Measum. The tours are enhanced by people who are knowledgeable about the history of Venice who accompany them on most excursions. This disregard for price is seen by the arrangement of a chartered flight to Pisa from Trieste to see one of the “seven wonders of the ancient world”. 3.2.2 Product Visible achievement travellers demand the best quality service in any commercial environment. The couple B is booked into the five stars Hotel San Clemente which enhances the travel agency’s service as it is lives up to the customer’s expectations of quality (Laesser & Crouch 2006). To complement the core package of the itinerary the service includes other supplementary services including: information, consultation and hospitality (Goyal 2004). The itinerary provides the couple with information about the various sites and what they expect to see there. Information and customer reviews of the Hotels and the other sites the couple visit are readily available and thus the couple can check the validity of the claims by the marketer that they are the best. The Consultation petal of the flower of service is completed by people and in the case the tour guides whom the couple consult as they seek knowledge about the various sites they visit on the itinerary (Spiteri & Dion 2004). The hospitality of the tour agency is shown when the couple is met by hostess and a porter at the airports who welcome them to Venice and help transfer their belongings to the Hotel (Yeung & Leung 2007). The itinerary also chooses the restaurants that have been reviewed as having the best hospitality for the couple’s meals. Couple B has different supplement because they want to maximally enjoy their holiday and they are not sparing a coin at ensuring that their trip to Venice becomes a memorable event in their life.it is therefore necessary that they utilize the flowers of service to their maximum. 3.2.3 People A service cannot be delivered without involving a person. The tourism involves a high level of contact between the customer and the client. At this level of contact politeness is most important especially for people from the visible achievement segment (Mehmetoglu et al. 2010). Among the choices made in the itinerary because of consideration of people are the accommodation at the hotel, the guided tours, the Gondola rides and the private transfer from the airport to the Hotel. The itinerary makes sure it chooses the politest and most knowledgeable guides for the couple excursions. Couple B has more money and therefore instead of going through the hustles of travelling on their own. They can afford a more personalised touch to their Venice tour through engaging more tour guides. In addition, the couple is paying more for better services and hence should have a tour guide to show them around Venice. Complimenting the money they spend on the tours, most of the sites that the couple is visiting are geared towards meeting the needs of this market segment which likes to tour places that are educative. With that in mind, tour guides would be necessary so that they can explain the history of certain attractions or sites that the couple visit and also give relevant details regarding the sites. In addition, couple B is to visit more tourist attractions sites and hence there are justified for more P for people as tour guides. 3.2.4 Promotion Promotion is a part of the marketing mix of a product that enhances the information about and perception of a tourist in the minds of its users (Kavaratzis & Ashworth 2008). Some of the sites on the Venice itinerary have been widely promoted in various tourists campaigns. In the itinerary for couple B these sites cannot be ignored as the couple will have an idea of the sites they want to visit. Among the excursion chosen based on considerations of promotion include the leaning tower of Pisa and the trip to Trieste. Accommodation at the San Clemente hotel was also based on considerations of promotion. Promotion for couples B is a lot because their main target is to spend their holiday at expensive yet sophisticated hotels unlike couple A, not much attention is driven towards promotion because they do not intend to spend a lot of money during the trip. Also in their trip, couples B are more likely to encounter with people from different backgrounds who are touring Venice. Here they can recommend the best places they have been to other people they encounter at the various sites in Venice. couples A are preferring to spend most of their time privately hence less encounter with people. 3.2.5 Process The itinerary is carefully planned explaining the activity of each day and the procedures and meeting place with guides. The itinerary plans enough activities for the couple including all their meals. Visible achievers segment consists of people who have already made it in life, know that there are successful in life and therefore, time is an important component to this segment. The older couple need for a luxury holiday wants to get everything detailed and running smoothly. Couple B characteristics are of people who have been through success stories in their life and hence their experience of a luxury holiday is a holiday that even the finer details in life have been well planned out. 3.3 Differences between the two Couples Being from two different market segments Couple A and Couple B do not have the same expectations on their trip to Venice and thus the travel agency would use different P’s of the marketing mix to arrange how they would spend their vacation. Being younger and lesser financially endowed than the older couple the young couple consider Price to be most important while making a purchasing decision (Dwyer & Rao 2000). Chang (2011) notes that young travellers have an expected maximum level of compensation they can pay for any service received. The younger couple also need physical evidence of the service as without something tangible then they would not be able to enjoy themselves (Ozdemir et al. 2012). Place considerations also feature as the couple can travel too far away due to their limited funds for the holiday and the need to relax together. In contrast, Couple B is more concerned about product, people, process and promotion. All of these aspects of the marketing mix have to do with the quality of the product. The couple’s choices for the itinerary are always about quality products, excellent service provider, and a smooth delivery process for products that have been positioned as the best through promotions (Lee & Sparks 2007). 5.0 Conclusion A tourist itinerary is a detailed service that has to be carefully planned in order to offer the clients an excursions that will satisfy their needs while considering their financial position and life values. 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Goyal, A 2008, 'Managing perceived risk for credit card purchase through supplementary services', Journal Of Financial Services Marketing, vol.12, no.4, pp.331-345, (online Business Source Complete EBSCOhost). Yeung, S, & Leung, C 2007, 'Perception and attitude of Hong Kong hotel guest-contact employees towards tourists from Mainland China', International Journal Of Tourism Research, vol.9, no.6, pp.395-407, (online PsycINFO EBSCOhost). Jee Hye, L, & Johye, H n.d., 'Luxury marketing: The influences of psychological and demographic characteristics on attitudes toward luxury restaurants', International Journal Of Hospitality Management, vol.30, pp.658-669, ( online ScienceDirect EBSCOhost). Appendices Appendix 1: Around San Marco square Source: http://www.welt-atlas.de/map_of_venice_center_1-150,Welt Atlas 2012. Appendix 2: Province of Venice Source: http://en.agriturismo-on-line.com/agriturismo_venice.cfm, Agriturismo 2012. Read More