旅游服务的无形性与有形展示

The Intangibility and Physical Evidence of Tourism Service

旅游服务的无形性与有形化是一对矛盾，如何使无形的服务尽可能得到有形展示，是服务营销管理的一项难题。通过对旅游服务内涵本质的揭示、旅游服务主客体的价值分析和旅游服务有形展示渠道的整合，以探究旅游服务无形性转化为有形证据的途径，从而进一步认识旅游服务的特殊规律性。

The intangibility and physical evidence of tourism service are the two sides of a contradiction, How to display the intangible service in physical evidence is a difficult problem in service marketing management. This article tries to seek the ways of transferring the intangibility of tourism service into physical evidence by disclosing the essence of tourism service, analysing the values of tourism service supplies and customs and reorganising the physical evidence channels of tourism service so as to get a further understanding of the special rules in tourism service.