The concept of physical evidence and its significance within the context of the facilities.

Physical Evidence is the environment in which the service is delivered and where the firm and the customer interact and any tangible commodities that facilitate the performance or communication of the service. As the tourism product is highly intangible, the place, the decor, the people, and everything else in the tourism office maybe related to the experience in store. For example, when tourists visit a museum for the first time, they carry home not only the memories of beautiful structure, but they also remember all other factors like transport facilities available, the surrounding markets, the people’s behaviour, etc. as one whole experience. All this is a part of the conscious effort on the part of the tourist to make the intangible experience more tangible for the visitor to enjoy. In the context of facillities, facillities is an essential physical evidence,  unlike peripheral evidence, esssential physical evidence cannot be possessed by the customer.  Nevertheless essential evidence might be so important in its influence on service purchase it may be considered as an element in its own right.  The overall appearance and layout of a hotel,  the ‘feel’ of a bank branch, and  the type of vehicle rented by a car rental company are some example of it. This includes all the basic requirements that are essential to progress the service. A well equipped building with all the necessary tools and information, good furniture, necessary transportation facilities to reach the area where service is provided, etc.

Service organizations with competing service products may use physical evidence to differentiate their service products in the marketplace and give their service products a competitive advantage. With this physical evidence like facilities in tourism destination, it helps customer that are unsure about how will they enjoy the product or not. Their expectation and emotions toward the product will be influenced by the facillities like the room, restroom, furniture, temperature, atmosphere, lightning, etc. Facillity as the physical evidences for tourism experiences like cruising is important, we have to ensure that the cruise had an amazing decoration and   facillities to make sure that customers feel satisfied with the woul experiences as a product in cruising.

In the travel industry where the product is being experienced is particularly important in securing repeat cutomer. Thus, extensive facitilities that prove to be physical evidence are provided to lure customers. The tangibles include uniforms for the staff, huge parking, flat beds in business class, Wi-Fi connection in the destination, customized meals on board, tele checking 8hrs booking in hotels, hotels providing laptops on request, internet access as facillity. This whole examples shown how the facillities as physical evidence is significance in bringing customers back and also give support to travel motivation. This facillities as physical evidence help visitors meet their expectation of satisfaction to what they purchase.Example, when you are asked to review on a hotel on a website pages, most people will review how the experiences they have the hospitality, the  food but mostly they will revie about how good is the facillity either there is a gym, private pool, spa, etc. Physical evidences also convey expectation by giving quality cues and then create an image development. It also give an influence perception from image development to reduce percieved risk and cognitive dissonance after the purchase.


Editor: HU