Although all participants
seemed to be aware
and have a clear picture
of the need/preference
of this market to
customize the product/
service, participants
seemed to be unclear
about how customers
prefer to customize
products; whether
customers know how to
customize products and
feel comfortable doing
so; and what product/
service features
customers are willing to/
prefer to customize.
Participants tended to
agree that there are not
fixed and given answers
to the above questions,
since different tourists
and at different
situations/context
require different things.
This clearly reflects the
high plasticity of this
market and its dynamic
performativity.
To answer the above
questions, all
participants expressed
the need to
continuously conduct
market research for
learning more about the
market characteristics
and the factors
continuously shaping
them.