Makes the customers perceive how the services would be like. Unlike a physical product, a service cannot be experienced before it is delivered, which makes it intangible. This, therefore, means that potential customers could perceive greater risk when deciding whether or not to use a service. To reduce the feeling of risk, thus improving the chance for success, it is vital for potential customers to see what a product would be like. This is done by providing physical evidence – displayed in photographs (of your facilities, etc.) or testimonials (what tourists write about their own previous experience). - See more at: http://www.freenomads.com/blog/?p=296#sthash.kMYqfqRt.dpuf