External communication strongly impacts customer s needs and expectations.
Promotional efforts can be used as tools for promise giving to customers,enabling customer affection and awaking desired reaction. The promises influence customer's expectations and form the vision of expected service. On the other hand, customer s expectations form on the basis of attitude to the tour opera-tor, its image (which relates to reputation and previously experienced service quality from same tour operator). At the fourth level it is important not to promise more than tour operator can afford. Real communication is necessary for avoiding exaggeration of customer's expectations and reducing perception of quality.