Abstract Tourism industry is habitually defined as a hypercompetitive sector, charac- terized by high radical and abrupt technological changes, shows an increas- ing variety and variability as much as an overwhelming in demand and glob- alization. In this context, it becomes more and more difficult to propose attractive products and offers and to gain competitive advantage. And yet there are firms which, even if in a period of economic recession, still show very high performance results. Looking at tourist product more specifically, there are different config- urations proposed by the literature on the theme over time (Rispoli, Tamma, 1995; Della Corte, 2000; 2005; 2009): between the “point to point” scheme and the all inclusive package there are intermediate forms, such as the network configuration. On the other hand, packages themselves have evolved into dynamic packages, with a more high-tech innovation cut. In this scenario, where ICT seems to predominate, the organic level of mar- 14 The evolution of tourist product as expression of experience-based innovation * Della Corte V. * For this chapter, I always thank Jay B. Barney, for his precious hints and suggestions, and Giovanna Del Gaudio and Alessandra Iavazzi for the support they gave me in the research activities preliminary to the chapter. I am particularly honoured and delighted to take part in this book, dedicated to a pro- fessional and admirable colleague I will never forget. Della_Corte_Definitivo_Layout 1 09/08/12 19:05 Pagina 301