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The human element makes standardization of the product a difficult task.
The services rendered vary from person to person and from time to time.

The guide’s or escort behavior may not be consistent every single day.

Family problems, ill health, or stress may affect his/her interest in the job,

concentration in his/her work, and ultimately his/her performance.

To avoid variation in services and to maintain the standards in the delivery

of the products, the hotel industry, tour operators, and airlines have

Introduced a computerized reservation system (CSR). Such systems

minimize human contact and errors.

- Absence of Ownership:

If you buy a computer, the ownership of the computer is transferred to

you. But when you hire a car, you buy the right to be transported to a

predetermined destination at a predetermined price. The tourist or

consumer cannot own the car or the driver of the car. The same is the case

with the hotel industry. The hotel rooms can be used by tourists during the

hotel stay. The tourist only acquires the right to certain benefits that the

seller or hotel offers. But the owner of the rooms remains with the hotel.

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