When the demand for tourism service is higher than the firm's capacity,the firm effectively loses its chance to serve those customers.Similarly,when the demand is less than capacity,the firm loses revenue owing to unused resources(Figure 1).Given that capacity is a fixed component,the only viable option for the service manager is to seek strategies that assist them to influence demand,strategies which can induce customers to voluntarily alter their demand. Additionally,excess capacity or low demand will not only impair the firm's profit,but will also affect the quality of service experienced by tourists.