Academica Turistica, Year 17, No. 1, April 2024 | 23 Original Scientific Article Consumer Expectations in the Context of Unique Tourism Products Žana Čivre University of Primorska, Slovenia zana.civre@fts.upr.si Petra Rebec Slovenian Tourism Board, Slovenia petra.rebec@slovenia.info Petra Zabukovec Baruca University of Primorska, Slovenia petra.zabukovec@fts.upr.si In response to the contemporary trend of tourists actively seeking novel, unique, and distinctive experiences, this study explores the relationship between tourists’ perceptions of the uniqueness of tourism products and their expectations. Spe- cifically, it focuses on the coastal destinations of Piran and Portorož in Slovenia, analysing four unique experiences: Gourmet Olive Tours, Fonda Fish Garden, The Disappearance of Tartini’s Violin, and E-bike Extravaganza Mareatour. Using a qu- antitative approach, the study supports the hypothesis that the perceived uniqu- eness of new tourism products significantly influences tourists’ expectations. The findings support the hypothesis, revealing that the perceived uniqueness of an expe- rience is closely tied to its incorporation of local character and a strong experiential or personal touch. For instance, the Gourmet Olive Tour experience, perceived as the most unique, offers tourists immersive encounters within a landscape park and interactions with a local olive family. Furthermore, the study identifies a hierar - chy of expectations among tourists, ranging from increasing knowledge of the local offer, traditions, and history, to seeking unique activities and having confidence that the experience will meet their expectations. In conclusion, the research underscores that consumers harbour high expectations for unique experiences, underlining the importance of infusing tourism products with experiential and emotional elements. The positive correlation between perceived uniqueness and expectations undersco- res the imperative for crafting distinct and memorable tourism offerings. The study enriches our understanding of the relationship between perceived uniqueness and expectations, offering insights for destination marketers creating distinctive tou- rism products. It also provides recommendations for future research, enhancing scholarly discourse on tourism product development and consumer behaviour. Keywords: consumer expectations, unique tourism products, destination, tourism experience https://doi.org/10.26493/2335-4194.17.23-34 AT17-1-v4.indd 23 AT17-1-v4.indd 23 3. 7. 24 14:01 3. 7. 24 14:01 24 | Academica Turistica, Year 17, No. 1, April 2024 Žana Čivre et al. Consumer Expectations in the Context of Unique Tourism Products Introduction Today’s consumers are looking for something new, unique, or different that leads to strong memories of the travel experience, and demand more than the typical forms of tourism (Kim et al., 2012). They de- sire a unique experience at the destination (Brown, 2005; Cetin & Bilgihan, 2016). Before visiting a de- stination, potential visitors tend to look for commu- nicative cues to find out whether it meets their tou- rism desires. Consumers have more complex choices than ever before and more channels through which to pursue them. Expectations are created in the minds of consumers based on their individual experiences and marketing communication promises. Moreover, these experiences are inherently subjective (Olson & Dover, 1979) and exist in the mind of a consumer who is emo- tionally, physically, intellectually, or even spiritually engaged (Hollebeek et al., 2014; Pine & Gilmore 1998). The increasing demand for experiences shows that it is no longer enough for destinations to compete with their facilities and amenities; they need to create diffe- rentiating experiences to continue attracting tourists (Lemon & Verhoef, 2016). In this context, the experi- ence of a destination is increasingly its differentiator. For destination marketing and management strategies to be truly successful, creative ways should be sought to promote positive, unique, and high-quality tourism products that can efficiently attract tourists (Binkhorst & Dekker, 2009; Jennings, 2006). Marketing resear - chers are working on the development of unique and highly differentiated products that have a high poten- tial for market success, and are therefore including the attractive features in the product that strongly differen- tiate it from other products in its category and provide positive value to the consumer (Carpenter et al., 1994). In addition, tourists are no longer satisfied with traditional services but want rich, varied experien- ces and often prefer products with a higher degree of uniqueness, such as innovative, novel, and customi- zed products (Lynn & Harris, 1997; Tian et al., 2001) over products with a lower degree of uniqueness. Customers instinctively compare each new experien- ce, whether positive or not, with their previous expe- riences and judge them accordingly. If the uniqueness of a tourism product relates to an as-yet-unknown destination or a tourism product that has never been experienced before, expectations may be shaped by market conditions, competition, and the customer’s situation. Expectations can therefore be formed befo- re visiting a destination and experiencing a tourism product (Sánchez et al., 2006). In addition, custo- mers can derive their expectations of tourism produ- cts from different types of external communication, such as blog posts, online consumer reviews, or soci- al media comments expressing excitement about an experience, so potential tourists have high expectati- ons. Uniqueness encompasses everything a customer expects from a tourism product, service, or provider. These promises of the uniqueness of a chosen tourism product evoke mental images that convey the possi- bility of having exactly the experiences and perceived values that they expected. Uniqueness is an important benefit consumers seek in tourism products; thus the focus of our study is to explore what consumers expect from unique tourism products. Since expecta- tions – as opposed to actual experiences – determine the level of satisfaction of tourists, it is important to understand the expectations of potential tourists in the design and marketing of tourism experiences. One of the most important strategic tools of a de- stination in securing its competitive position is the ability to communicate its attractions and highlight the uniqueness of its tourism products and adapt them to the needs and expectations of its potenti- al customers. Therefore, understanding customer expectations and matching unique tourism products with their perceptions are of great importance for de- stination marketing strategy decisions. The main objective of the study is to understand and explore consumer expectations related to unique tourism products from the consumer’s perspective. In addition, the purpose is also to explore a theoretical framework for analysing consumer expectations re- lated to unique tourism products. In particular, this study aims to identify the specific expectations of different unique products in the destination and to apply the results of the study in the context of the de- stination Slovenian Istria. The paper is structured as follows. First, the lite- rature on consumer expectations and unique tourism AT17-1-v4.indd 24 AT17-1-v4.indd 24 3. 7. 24 14:01 3. 7. 24 14:01 Academica Turistica, Year 17, No. 1, April 2024 | 25 Žana Čivre et al. Consumer Expectations in the Context of Unique Tourism Products products at the destination is reviewed. This is fol- lowed by the research methodology and the inter - pretation of the research results using the Slovenian region of Istria as an example. Finally, theoretical im- plications and recommendations for future research are given. Literature Review Consumer Expectations In marketing literature, the term ‘expectancy’ refers to an individual’s beliefs and predictions about how a product or service is likely to perform at a certa- in point in the future (Higgs et al., 2005). They are usually formed in the pre-purchase phase and are based on prior knowledge about the products or ser - vices gathered through non-experiential channels (i.e. advertising or word of mouth) and experiential channels (i.e. previous experiences) (Chen, Jiang, & Liu, 2023). Pre-trip expectations also play a cruci- al role in shaping post-trip satisfaction through the positive or negative discrepancy between expectati- ons and perceived performance (Oliver, 1980; Xu & Zhang, 2016). Consumers instinctively compare any new experience, whether positive or not, with their previous experiences and judge them accordingly. In tourism, consumer experience expectations are the output between consumers and tourism systems be- fore the trip. Tourism demand reflects the interplay of tourism needs and motivations. Larsen (2007) points out that part of tourists’ expectations of their experi- ences are related to personal characteristics and that expectations of future trips are usually related to their perceptions. Understanding consumer expectations may be di- fficult as tourism products involve various elements that co-exist, including emotional, physical, intel- lectual, and spiritual feelings of individuals (Shaw & Ivens, 2002). Those values and attitudes related to the choice of destinations, activities, products and servi- ces, transportation, and other tourism enablers can be distinguished by the proportion of cognition and emotion they contain. In expectancy theory, the atti- tude is motivated by the knowledge or belief of future reward and therefore is fundamentally cognitive, whi- le drive theory is emotional (Gnoth, 1997), but both theories are important in the context of tourism. Wit- hin expectancy theory, the most important elements that influence the customer’s expectations regarding the offered tourism product are travel recommendati- ons of others, the travel needs of the individual, travel experiences in the past, communication in the media and among providers, and prices during peak periods (Vroom, 1964). Nowadays, consumers’ expectations no longer depend only on traditional word-of-mouth or marketing communication from travel agencies or destinations. The posts, texts, photos, or videos that tourists create about their travel experiences, as well as the content and reviews written by the website ope- rator and other users, are important information for users planning their holiday activities (Y oo & Gretzel, 2011), and thus these potential travellers can rely on the experiences of others when making their decisi- ons. In other words, social media and user-generated content enable tourists to share their experiences, so that the content later affects the travel expectations of potential tourists and becomes a valuable source of tourism information (Y oo et al., 2011). Tourism expectations are also significantly influ- enced by the design of the tourism product and the way tourists use the products offered by destinations, including the way they combine the product mix and the promised experiences. Tourists may have specific expectations, for example about the particular chara- cter of the destination’s climate and culture, attracti- ons, and sights. It is also argued that tourism product experiences are constructed to meet consumer de- mands by designing experiences ever more carefully to meet specific market expectations, which involves the detailed design of tourism products, encounters, and experiences (Pine & Gilmore, 1998). The current trend in tourism is to multiply and intensify impressi- ons and emotions to surprise, amaze, or shock touri- sts with their experiences so that they are completely satisfied. This is especially true when these expecta- tions relate to destinations that are still unknown or to a tourism product that has never been experien- ced before. From this point of view, the formation of customer expectations is important because it is an initial element of the purchase decision. In our case, AT17-1-v4.indd 25 AT17-1-v4.indd 25 3. 7. 24 14:01 3. 7. 24 14:01 26 | Academica Turistica, Year 17, No. 1, April 2024 Žana Čivre et al. Consumer Expectations in the Context of Unique Tourism Products expectation can be seen as an attitude before consu- ming unique tourism products at the destination. Unique Tourism Products Contemporary tourists increasingly seek distinctive, innovative, and immersive experiences (Azevedo, 2009). Tourism products serve as significant draw factors motivating tourists to explore destinations. The structure of a tourism product is intricate, arising from a complex production process where the pro- duct and process are inseparably linked. A tourism product comprises a blend of tangible and intangible elements, encompassing natural, historical, and so- ciocultural factors, as well as accommodation, tran- sportation, infrastructure, recreational opportunities, and shopping facilities (McIntosh & Goeldner, 1990). Recent research delves into the concept of uniqu- eness in tourism products. From a marketing stan- dpoint, unique products are those significantly diffe- rentiated from others in their category, with distinct sensory, visual, functional, emotional, or other attri- butes perceived positively by consumers (Li et al., 2015). This differentiation is pivotal for product su- ccess, with perceptible uniqueness enhancing sensory, functional, image, and emotional appeal, thereby ad- ding positive value for consumers (Choi & Coughlan, 2006). The notion of uniqueness evokes positive consumer associations, emphasizing the desirability of the product. The key to uniqueness is the product’s distinctiveness from others, aligning with marketing principles emphasizing product differentiation for success. A unique product is also ‘one of a kind’ , pos- sessing elements of novelty and rarity. In advertising, uniqueness translates to a unique selling proposition (USP) (Morrison, 2018), contributing to product di- fferentiation. In the tourism realm, historical, natural, cultural, and physical attributes underpin the development of unique products, like local cuisine or souvenirs, im- bued with emotional significance that engages touri- sts in personal experiences (Spielmann et al., 2018). Local destination distinctiveness is crucial for crafting unique products, and preserving tourists’ perceptions through sensory engagement with the destination’s distinctive values (Spielmann et al., 2018). Tourist experiences cater to higher-level needs such as no- velty, excitement, prestige, socialization, and learning, enhancing overall well-being (Andrades & Dimanche, 2018). Perceived uniqueness refers to the degree to whi- ch a consumer views a product as novel and original compared to similar offerings (Sundar et al., 2014). Scholars suggest that in promoting a tourism pro- duct, the initial step involves translating the essenti- al qualities of the destination into visually appealing images for tourists (Jenkins, 1999; Tasci et al., 2007). Cornelissen (2005) emphasizes the importance of compiling and presenting the distinctive attributes of the destination, particularly through photographs on websites, brochures, and other marketing materials. Previous research indicates that the uniqueness of a product significantly influences consumer purchase intentions (Berger & Heath, 2007; Rubera et al., 2011). As tourism resources become increasingly homoge- neous, recent evidence suggests that the uniqueness of tourism offerings significantly impacts tourist loyalty (Hikmah et al., 2018). However, it is important to note that investiga- ting causal relationships in such contexts can often be challenging. As suggested by the literature, regressi- on models are commonly used to understand the relationship between variables, such as the impact of psychological antecedents on tourists’ experience expectations (e.g. Hanh & Dung, 2023) and attitudi- nal antecedents influencing tourists’ expectations (e.g. Ozturk & Qu, 2008). Our research on unique experiences in the Slove- nian Istria region focuses on experiences marketed under the Slovenia Unique Experiences (SUE ) qua - lity label (Slovenian Tourist Board, 2022). Slovenian tourism follows the common vision of Slovenia as a boutique green destination offering high-quality, di- stinctive, authentic green experiences with local cha- racter, thoughtful approach and service, and a strong experiential and personal touch. Based on the theoretical framework and aiming to delve deeper into the concept of the uniqueness of tourism products from the consumers’ viewpoint and their associated expectations, the main research hypothesis is formulated as follows: The uniqueness of AT17-1-v4.indd 26 AT17-1-v4.indd 26 3. 7. 24 14:01 3. 7. 24 14:01 Academica Turistica, Year 17, No. 1, April 2024 | 27 Žana Čivre et al. Consumer Expectations in the Context of Unique Tourism Products new tourism products in Piran & Portorož influences tourists’ expectations of them. Methodology Sample Design and Data Collection The empirical study was conducted in Piran and Por - torož, an attractive tourist destination in Slovenian Istria. An online self-administered close-ended qu- estionnaire served as the primary tool for data col- lection. Data collection was conducted in 2022. The target population, drawn from the online database of the Portorož Tourist Board, encompassed all tou- rists or potential visitors who have subscribed to the e-newsletter on www.portoroz.si, representing both major foreign markets (Italy, Austria, Germany) and domestic ones. The majority of the population of the database are visitors to the destination who have par - ticipated in destination experiences and used tourism services, or potential visitors who have participated in destination prize competitions in the last five years as part of the destination’s promotional campaign in the main foreign and domestic markets. To a lesser extent, some potential visitors have signed up for the e-newsletter on www.portoroz.si. Questionnaire Design The questionnaire was designed to gather quantita- tive information for testing predefined hypotheses that had previously been established. As outlined by Larsen (2007), tourists’ expectations of their experi- ences were typically shaped by interactions with travel systems, which might have included activities such as reading brochures, virtual experiences online, or past tourism encounters. The questionnaire’s structure was centred on investigating consumers’ expectations be- fore visiting the destination. Initially, respondents were presented with four distinct types of unique tourism products chosen by representatives of the Portorož Tourist Board: A. E-bike extravaganza Mareatour offers an e-bike extravaganza exploring scenic towns in Slovenian Istria along the Parenzana railway route. Stops in- clude Forma Viva stone sculptures and Sečovlje Sa- lina Landscape Park, followed by Istrian delicacies at selected restaurants. B. Fonda Fish Garden offers guided tours for a unique experience exploring the distinct flavours of Piran sea bass. C. The Disappearance of Tartini’s Violin is a novel city quest, merging Escape Room dynamics with 3D ava- tars through augmented reality on Slovenian streets, to unravel the mystery of Tartini’s violin disappea- rance – a challenge for intellect, creativity, and te- amwork. D. Experience Gourmet Olive T ours at Gramona family farm in Piran’s hinterland offers a chance to savour freshly produced specialties amid olive groves with stunning views of Sečovlje saltpans. Tourists explore the intricacies of discovering the techniques behind tasting top-quality organic olive oil – an experience perfectly suited for those passionate about food. Each product was accompanied by a photograph and a brief description. Subsequently, respondents were asked to rate the uniqueness of each presented tourism product on a 5-point scale ranging from 1 (not unique at all) to 5 (very unique). In the following step, respondents were requested to assess their expectations regarding unique touri- sm products in general. The expectation scale, deri- ved from a tourist-based expectations questionnaire (Sheng & Chen, 2013), aligns with Schmitt’s perspecti- ve (1999) and encompasses five experiential dimen- sions: senses, feelings, actions, thoughts, and related aspects. This scale was evaluated using a 5-point Li- kert scale ranging from 1 (not agree at all) to 5 (totally agree). A pilot study was conducted to ensure the questio- nnaire’s comprehensiveness, resulting in minor adju- stments to the wording of select items. Data Analyses Our selection of four independent variables ‘uniqu- eness’ in our model and their relationship to the de- pendent variable ‘expectations’ was grounded in their relevance and theoretical underpinnings. Each of these independent variables held significance within the context of tourism experiences. These variables were pivotal for comprehending the dependent varia- ble and played a crucial role in elucidating variability within it. Moreover, from a practical standpoint, they address key inquiries within our research. AT17-1-v4.indd 27 AT17-1-v4.indd 27 3. 7. 24 14:01 3. 7. 24 14:01 28 | Academica Turistica, Year 17, No. 1, April 2024 Žana Čivre et al. Consumer Expectations in the Context of Unique Tourism Products Table 1 displays the items and their descriptive statistics in relation to the uniqueness of four touri- sm products and consumer expectations. Following the results, among the four proposed unique tourism products offered in the destination Piran & Portorož, they consider the product D – Gourmet Olive Tou- rs to be the most unique (M = 4.09; SD = 0.815), fol- lowed by product B – Fonda Fish Garden (M = 4.00; SD = 0.844), product C – The Disappearance of Tar - tini’s Violin (M = 3.97; SD = 0.975) and lastly produ- ct A – E-Bike Extravaganza Mareatour (M = 3.92; SD = 0.878). Regarding the results of the study, all the products presented were perceived as unique by the respondents. Following the descriptive statistics of consumer expectations, the highest expectations were related to increasing tourists’ knowledge of the local offer, tra- dition, and history of the place (M = 4.55; SD = 0.595), which means that this expectation was rated very high. Expectations related to finding interesting cha- racteristics of the cities and countryside and unique activities (M = 4.36; SD = 0.695), and that the experi- ence will meet their expectations and they will enjoy it also received high (but not the highest) agreement (M = 4.36; SD = 0.683). Respondents also agree (but not totally agree) that unique tourism products can enable them to travel with companions with similar interests (M = 4.05; SD = 0.875). Before analysing the proposed relationship betwe- en the constructs, an EFA factor analysis was condu- cted for the dataset for the items measuring consumer expectations using SPSS 28. The validity of the instru- ment was checked with EFA factor analysis using prin- cipal component analysis (PCA), which is commonly used to determine factors. The Kaiser-Mezer-Olkin (KMO) test and Bartlett’s test were applied to check the suitability of the data for factor analysis. The value of KMO was 0.718 and the value of Bartlett’s test was significant (p < 0.001), indicating that factor analysis was appropriate. All factor loadings exceeded 0.50 are significant, ranging from 0.670 to 0.833 (p≤0,05) and are higher than the recommended threshold of 0.40 (Nunnally & Bernstein, 1994). Thus, after conducting an EFA factor analysis for the construct measuring tourists’ expectations, no item was removed as the analysis showed good measurement validity, leaving all four items for further study. The factor solution accounted for 59.626% of the total variance. Next, the Cronbach Alpha Coefficient was used to determine the internal consistency. The Cronbach’s alpha coef- ficient was 0.754, indicating an acceptable level of re- liability. Table 2 provides factor loadings, eigenvalue, percentage of variance explained, and Cronbach’s alp- ha for the factor ‘consumer expectations’ . The uniqueness of each of the four proposed to- urism products was considered as separate constru- ct s and each was rated on a 5-point Likert scale for Table 1 Descriptive Statistics of Uniqueness of Tourism Products and Consumer Expectations Constructs/ Items (1) (2) Uniqueness of tourism products Product A – E-bike Extravaganza Mareatour 3.92 0.878 Product B – Fonda Fish Garden 4.00 0.844 Product C – The Disappearance of Tartini’s Violin 3.97 0.975 Product D – Gourmet Olive Tours 4.09 0.815 Consumer expectations regarding unique tourism products EXP1 – to find some interesting characteristics of the cities and countryside, and unique activities 4.36 0.695 EXP2 – to travel with companions with similar interests 4.05 0.875 EXP 3 – that the experience will meet my expectations and I will enjoy it 4.36 0.683 EXP 4– that I will increase my knowledge of the local offer, tradition and history of the place 4.55 0.595 Notes Column headings are as follows: (1) mean, (2) standard deviation. AT17-1-v4.indd 28 AT17-1-v4.indd 28 3. 7. 24 14:01 3. 7. 24 14:01 Academica Turistica, Year 17, No. 1, April 2024 | 29 Žana Čivre et al. Consumer Expectations in the Context of Unique Tourism Products uniqueness. An EFA was not conducted for these con- structs as each product was measured using a 1-item scale. Results and Discussion The Sample Description The sample consisted of a total of 362 respondents. Af- ter excluding outliers and incomplete responses, 230 valid surveys remained for data analysis, yielding a response rate of 63.5%. Table 3 shows the sample pro- file, indicating a gender distribution of 59.6% female and 40.4% male. The average age of respondents was 55 years (SD = 11.84), with the majority falling within the 46 –55 age bracket (34.8%). Regarding educational attainment, 2.6% of respon- dents attended primary school, while 27% attended high school or secondary school. Furthermore, 29.1% held an associate degree, 30% possessed a college or bachelor’s degree, and 11.3% had attained a master’ s or PhD degree. Research Results In the final step, a regression analysis was performed to test the hypothesis. A multiple linear regression analysis was carried out to analyse the relationship between a single dependent (consumer expectations) and several independent variables (uniqueness of each of the four proposed tourism products). Thus, in the regression model, the uniqueness of each pro- posed tourism product was used as the independent variable, and consumer expectations as the dependent variable. Before running the regression analysis, multicolli- nearity diagnostics were conducted to identify when one independent variable is a linear function of others. The factor (VIF) values were in the range of 0.240 and 0.399, which is less than 2, thus it is confirmed that no multicollinearity issue exists among the constructs. This means that the independent variables included in the regression model are not highly correlated with each other. Therefore, the coefficients estimated by the regression analysis are likely to be reliable, and the model is not significantly affected by multicollineari- ty issues. This enhances the confidence in the results obtained from the regression analysis. These contri- bute to evaluating the overall fit and robustness of the regression model, thus providing a solid foundation for interpreting the results and drawing meaningful conclusions in the research paper. Additionally, we conducted a test for heterosceda- sticity in the regression analysis using the White test, which compares the errors (residuals) of the regressi- on model with the independent variables to determi- ne whether their variance is constant or not. Based on the values of the standardized residuals (Std. Residu- al), which is 0.0, and the standard error of standar - dized predicted values (Std. Predicted Value) ranging from −4.8 to 1.6 with a standard deviation of 1, we conclude that there are no observable signs of hete- roscedasticity in the regression model. In our case, the test indicated that the variances were constant, mea- ning that they were equally distributed for each value of the independent variables. Table 4 shows that the total variance can be expla- ined by the regression model (R Square = 0.227), considering the influence of the uniqueness of each tourism product on consumer expectations in Piran & Portorož. Based on the regression analysis, we find Table 2 Exploratory Factor Analysis Results for Construct Consumer Expectations Factor and items (1) (2) (3) (4) Factor: Consumer expectations regarding unique tourism products 2.385 59.626 0.754 EXP1 – to find some interesting characteristics of the cities and countryside, and unique activities 0.800 EXP2 – to travel with companions with similar interests 0.670 EXP 3 – that the experience will meet my expectations and I will enjoy it 0.775 EXP 4 – that I will increase my knowledge of the local offer, tradition and history of the place 0.833 Notes Column headings are as follows: (1) factor loadings, (2) eigenvalue , (3) variance (%), (4) Cronbach’s Alpha. Kaiser-Meyer-Olkin (KMO ) Test for Sampling Adequacy = 0.718; Bartlett’s Test of Sphericity: Sig. < 0.001. AT17-1-v4.indd 29 AT17-1-v4.indd 29 3. 7. 24 14:01 3. 7. 24 14:01 30 | Academica Turistica, Year 17, No. 1, April 2024 Žana Čivre et al. Consumer Expectations in the Context of Unique Tourism Products that the influence of the uniqueness of individual pro- ducts can explain 24.1% of the variance in the value of consumer expectations. The regression model is statistically significant at the 0.001 level; therefore the regression model is appropriate (F = 17.817; p < 0.001). Based on the Beta coefficients, which are statisti- cally significant at the 0.05 level, the research results show that there was a strong relationship between pro- duct D (Gourmet Olive T ours) and tourists’ expectati- ons ( B = 0.250), followed by the relationship between product A (E-bike Extravaganza Mareatour) and to- urists’ expectations (B = 0.169) and product B (Fonda Fish Garden) and tourists’ expectations (B = 0.152). No statistical relationship was found between product C and tourists’ expectations. The results of a multiple re- gression analysis show that the uniqueness of unique tourism products such as Gourmet Olive Tours, E-bi- ke Extravaganza Mareatour, and Fonda Fish Garden positively influenced consumer expectations. That is, the higher the uniqueness of the products, the higher the tourists’ expectations. Thus, the proposed hypothesis of the research can be partially confirmed, meaning that the uniqueness of tourism products influences tourists’ expectations. Tourists who perceive tourism products (products A, B, and D) as more unique have higher expectations of them than tourists who do not perceive these produ- cts as unique. Discussion In the research, we included four unique experiences in the destination Slovenian Istria. Each experience contains elements that distinguish it from other expe- riences in the destination. On this basis, we consider each experience to be a unique experience. All four products were perceived as unique by the respondents, including Gourmet Olive Tours as the most unique, followed by Fonda Fish Garden, The Disappearance of Tartini’s Violin, and E-bike Extravaganza Marea- tour. From this, we can conclude that the olive grove experience contains all the above elements that make it unique for the tourist. The olive grove experience takes place in a landscaped park, in contact with a lo- cal olive family who have experience and knowledge, and the tourist is taught about the different varieties of olives, the production method of organic extra virgin olive oil, and other local products offered at the farm. Similarly, the unforgettable experience at the Fonda fish farm also includes elements such as its location on the edge of the landscape park of the salt pans, where a family of biologists has been cultivating and mainta- ining a fish garden with farmed sea bass for several ge- nerations, which are characterized by high quality due to the ecological way of feeding and cultivation. The story of the lost violin is closely connected with the town of Piran, which is considered a historical jewel of V enetian architecture on Slovenian soil, and the famo- us Venetian violinist and composer Giuseppe Tartini. The content appeals to a target audience interested in cultural tourism. In this case, there is no direct contact with the locals during the experience, so the local tou- ch is not as strong as in the first two experiences. Mo- reover, this experience is conducted as an interactive game in the centre of Piran in a closed group. From this, we can conclude that the perception of the uniqueness of the experience depends on the inclusion of local character and a strong experien- tial or personal touch. This can also be related to a quote of unknown source cited by many destinations: Table 3 Sample Profile Category N % Gender Male 93 40.4 Female 137 59.6 Age 18–25 6 2.6 26–35 14 6.1 36–45 24 10.4 46–55 80 34.8 56–65 66 28.7 65 and older 40 17.4 Total 230 100 Educa - tion Elementary school 6 2.6 High school or secondary school 62 27 Associate degree 67 29.1 College degree or Bachelor’s degree 69 30 Masters of Science or PhD 26 11.3 Total 230 100 AT17-1-v4.indd 30 AT17-1-v4.indd 30 3. 7. 24 14:01 3. 7. 24 14:01 Academica Turistica, Year 17, No. 1, April 2024 | 31 Žana Čivre et al. Consumer Expectations in the Context of Unique Tourism Products ‘The tourist product is what we buy. The experience is what we live and remember for a lifetime’ . Therefo- re, we can define the experience as a tourism product with a strong experiential value and a personal touch that the tourist remembers for a long time. A unique tourism product must also have a local character that distinguishes it from other similar products. Experi- ences must touch the heart and mind of the curious traveller and invite them to connect with the cultu- re, landscape, people, and traditions. The tourist does not just consume the content but actively participates in it. This confirms the findings that the attitude and sense of place fostered by local people can also have a significant impact on the tourist’s experience (Nic- kerson, 2006). It is about the deep human desire to connect, to feel, to learn about the culture and the pe- ople, to be part of something, to feel the authenticity, and to take something away from their trip that they will remember. In addition, the research results reveal that increa- sing knowledge about the local offers, traditions, and history of the place tops the list of tourists’ highest expectations (EXP4), followed by the expectation of finding interesting characteristics of the cities, cou- ntryside, and unique activities (EXP1) and the confi- dence that the experience will meet expectations and that they will enjoy it (EXP3). They also expect that the experience will take place in a circle of tourists with similar interests (EXP2). Proceeding from the previo- us definition of expectations, we can see that expecta- tions arise before the experience or before the use of the tourist product in the place. High expectations related to increasing knowledge about the local offer, and unique activities arise from the perception of a unique experience as we defined it before, i.e. from the authentic experience and the emotional touch that a unique experience involves. As mentioned earlier, we find that expectations are present even before the visitor arrives at the place and experiences or benefits from the tourism product. This is only possible based on high-quality videos, photos, and descriptions that they read before visiting the destination. Furthermo- re, they anticipate the experience to unfold in the pre- sence of like-minded individuals, enabling the sharing of experiential and emotional connections. The rese- arch results show that users have high expectations for experiences and that the local aspect is strongly emphasized. From this, we can conclude that all ma- terials used to describe the experiences considered in the study are of high quality and express uniqueness with a touch of locality. Based on the results, we found that the perception of the uniqueness of a product has a positive influence on tourists’ expectations. The more tourists perceive a product as unique, the higher their expectations of it. This relationship can be explained by the statements made above that a unique experience includes a local touch and high experiential value as well as a personal touch, which creates high expectations. As we have already noted, the olive grove experience includes all the above components, the local environment and providers, and the acquisition of new skills that form the basis of a unique experience. The same applies to the experience of the Fonda Fish Garden, although the relationship is slightly weaker, which can be explained by the more difficult perception of the product, whi- ch is harder to understand from the descriptions and photos used. This applies to a slightly lesser extent to cycling, which is perhaps the least distinguished by its uniqueness, but is nevertheless perceived as a unique Table 4 Regression Analysis Results Items Beta coefficient P-value Product A - E-bike Extravaganza Mareatour 0.169 0.010 Product B - Fonda Fish Garden 0.152 0.028 Product C - The Disappearance of Tartini’s Violin 0.109 0.088 Product D - Gourmet Olive Tours 0.250 0.001 Notes Dependent variable: Consumer expectations Table 4 Adjusted R2 = 0.227; p ≤ 0.001. AT17-1-v4.indd 31 AT17-1-v4.indd 31 3. 7. 24 14:01 3. 7. 24 14:01 32 | Academica Turistica, Year 17, No. 1, April 2024 Žana Čivre et al. Consumer Expectations in the Context of Unique Tourism Products tourism product that creates high expectations. Howe- ver, users perceive cycling as an activity that can be done in different environments and is not as strongly experiential as the other two tourism products. Since the research results show a positive relation- ship between the perception of the uniqueness of the new tourism products in Piran & Portorož and touri- sts’ expectations of these products, the hypothesis can be confirmed. Additionally, this is in line with Mor - gan and Xu’s (2009) findings that tourists who engage with the local culture create a unique and memorable tourism experience. Furthermore, we can confirm that tourism experiences can form and reinforce emo- tional connections or attachment to a place (Prayag & Ryan, 2012) and a sense of local uniqueness (Rivero, 2017), which is expressed in a unique tourism product. Conclusions We can conclude that consumers have high expectati- ons when they choose unique experiences. Similarly, unique tourism products or experiences must include an experiential and an emotional touch that creates long-lasting impressions and a journey home, memo- ries that can be shared with others, knowledge about new places visited, and learning about new cultures, which enables personal growth. However, the study confirms that the perception of the uniqueness of a product has a positive influ- ence on tourists’ expectations. This result is an im- portant contribution to the understanding of the uniqueness of tourism experiences and expectations from the consumer’s perspective. It also has several implications for destination marketing practice. For example, destinations and tourism providers should possibly focus on improving the uniqueness of tou- rism experiences. It is interesting to note that consu- mers who choose a natural, unique product also enjoy the cultural scenes and local touch in the region. In addition, they enjoy the local cuisine that a destina- tion has to offer and they emphasize the special and unique aspect of this cuisine. Consumers are looking for something that is different and suits their taste in culture and art. This reflects the view of Richards and Wilson (2006), who see creative tourism as an alter - native to conventional tourism. Many consumers, ti- red of the serial reproduction of culture in different destinations, are looking for uniqueness. Moreover, a place that offers unique tourism products should use visuals to convey a combination of different attributes of the place. As a practical tool for destination marke- ting, it is also suggested that marketing research shou- ld first identify the perceptions of the target market group and then determine the content and key attri- butes for designing unique products. The marketing process to develop a unique product for a destination is not always easy and presents particular challenges related to the complexity of the tourism product and the number of stakeholders involved in destination marketing. Although the facts that a tourist experien- ces are not explicitly known, one could assume that a good customized product must focus on uniqueness. Before visiting a destination, potential tourists look for communicative cues to find out if the destina- tion meets their own desires. Tourism is uniquely vi- sual and Gilmore and Pine (2002) suggest that selling experiences requires a unique marketing strategy that engages consumers in a personal, memorable way. From the perspective of marketing and presenting the uniqueness of tourism products, to attract atten- tion and raise expectations, high-quality descriptions, images, and videos must be used in communicating experiences that create a strong experiential and emo- tional note at the purchase stage, and which are consi- dered unique experiences. Although the study makes an important contribu- tion to the existing knowledge and the role of tourists’ expectations regarding unique tourism products, it is subject to certain limitations that can be addressed in future research. First, the word ‘uniqueness’ could have different meanings for consumers with different experience expectations, such as novel, innovative, exclusive, unusual, new, surprising, etc. Therefore, to stimulate consumers’ imagination and motivati- on, it is suggested that marketing management apply custom marketing strategies for different target mar - kets. Future research on understanding consumers’ interpretation of uniqueness expectations for different target markets in constructing a meaningful tourism experience is therefore useful. Secondly, the research findings show that expectations are high for all the AT17-1-v4.indd 32 AT17-1-v4.indd 32 3. 7. 24 14:01 3. 7. 24 14:01 Academica Turistica, Year 17, No. 1, April 2024 | 33 Žana Čivre et al. Consumer Expectations in the Context of Unique Tourism Products experiences listed, which can also be influenced by the quality of the accompanying descriptions and pho- tographs. However, this aspect needs to be explored in further studies. Thirdly, the study does not focus on the expectation-related aspect of satisfaction. For further research, it would be interesting to explore the role of expectations of unique experiences and satisfa- ction in more detail. In addition, the choice of unique tourism products was related to a single destination, namely Piran & Portorož in Slovenian Istria. 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