1.RENDS IN TOURISM PRODUCTS AND CUSTOMER EXPECTATIONS

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.

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 "E"s : 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. 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 tourist's 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 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 one's 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 C's" 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 cost-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 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.

1. What some current changes that occur in the broader environment that impact on tourism and tourists? Consider the PESTLE environment (Political, Economic, Social, Technological, Legal, Environmental)