Adding psychological value to tourism products.

The motives of tourists are deeply rooted in their pattern of expectations, goals and values. The laddering technique is used in order to investigate this pattern. It provides a basis for positioning strategies. The promised experience has to be realized by means of concrete activities on the shop floor. Existing goals and values serve to motivate employees to adopt activities required for meeting the tourists' expectations. If, after the purchase of a package, the members in the production chain with which the tourist is confronted, differ in mentality, each individual orgainization appropriate goals must be introduced. Then successful product differentiation will be possible.