| Abstrakt: |
The article makes an attempt to disclose the significance of aesthetic components in the tourism product. It is claimed that aesthetic customer satisfaction is also of practical importance, for example, in the process of developing attractive value-based offers that emphasize aesthetic qualities of the tourism product. Generally, aesthetics is not a widely used concept in tourism research. The article draws attention to several reasons that link the concept of aesthetics with the nature of tourism. Modern economic and social development with its standardization, unification, orientation to mass consumption provoke increased attention to aesthetic experience and symbolic value of objects and phenomena as a tool of self-identification and 'personal tuning'. Aesthetic contemplation of nature, monuments, historical places and landscapes makes it possible to discover, express and perceive aspects of reality that underlie our existence and make life valuable, joyful, harmonious and beautiful. These impressions provide tourists with various opportunities to discover and perceive aesthetic qualities. It is assumed that aesthetic perception covers all aspects of tourism service that can affect clients' sensory experience; moreover, it varies from person to person. The level and content of aesthetic experience of one person will not necessarily correspond to experience of others. Thus, it is essential for a tourism officer to define perception peculiarities and use aesthetics of associations to develop and promote individual products and services. Conclusion is made that taking into consideration aesthetic components of the tourism product can help tourism enterprises in the development and marketing of products and services. It is aesthetics that affects satisfaction, positive emotions and customer loyalty. Positive emotions have a direct impact on both intention to recommend the tourism product and intention to use it in the future. [ABSTRACT FROM AUTHOR] |
