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The purpose of the article is to expose the necessity to manage the customer’s expectations by the tourism supply entities. Since only realistic imaginations of a product may result in tourist’s satisfaction and later in their loyalty to the company/place of destina-tion. Features and types of buyer’s expectations in relation to a tourist product have been specified. Factors shaping customer’s preliminary imaginations of a tourist trip have been indicated, focusing mainly on the role of marketing communication of companies and tourist areas. At the end techniques of managing the customer’s expectations have been presented, which may be utilised by the tourism supply entities.