Towards a taxonomy of tourism products

Robert Douglas McKercher

Research output: Journal article publicationJournal articleAcademic researchpeer-review

85 Citations (Scopus)


This paper proposes a seven tiered taxonomy of tourism products in an effort to add some structure to the vast array of offerings available today. The paper adopts a phenetic method to group products hierarchically, using a modified version of the marketing-oriented product hierarchy system. Five broad Need Families are identified including: Pleasure, Personal Quest, Human Endeavour, Nature and Business. They incorporate 27 Product Families and 90 Product Classes.
Original languageEnglish
Pages (from-to)196-208
Number of pages13
JournalTourism Management
Publication statusPublished - 1 Jun 2016


  • Classification
  • Taxonomy
  • Tourism product

ASJC Scopus subject areas

  • Development
  • Transportation
  • Tourism, Leisure and Hospitality Management
  • Strategy and Management


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