According to Kottler and Armstrong (2021), the majority of products are service-based products, with 80% of the United States GDP coming from service-based products. For instance, suppose you are planning a cross-country road trip. You decide to rent an SUV, book hotel rooms, buy entry tickets to the national parks, and perhaps book excursions such as horse riding. All of these are service items, meaning that they are intangible until you are in your rental car, at your hotel, in the national park, or arriving for your horse-riding expedition. Hence, customers may look for signals of the quality of a service, such as by looking over reviews and pictures of a hotel room to determine how their experience may be (Kottler and Armstrong, 2021). Overall, this is service intangibility, and Kottler and Armstrong (2021) argue that "the service provider's task is to make the service tangible in one or more ways and send the right signals about quality" (p. 227). For instance, a hotel may make their service tangible and send the right signals by creating a website where customers can contact the company, manage reservations, view pictures of rooms, and read reviews from previous customers. With that said, suppose you are marketing for a National Park. By nature, you are providing a service that people pay to access. So how might a national park craft tangibility for their visitors? Likewise, how can they ensure they are sending the right signals regarding their service? Would being aware of the four characteristics of service help