The travel industry has contributed to realization of mass tourism which means all the people can travel around simply and easily since 1940s. A package tour arranged by a tour operator includes some components as service offerings by suppliers such as transportation, accommodation, meal service, etc. It, however, does not provide a tourist with all of experiences during tourism activities but only with tourism consumption. As a result, it has often been seen that a package tour is standardized and the value of experiences of tourism can be possibly omitted due to its three characteristics, non-distribution, incompleteness and limit of development. Product innovation, driven through a process of making a package tour, must be expected because the travel industry can create the value of tourism by marketing its product.