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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
• Understand what tourism is and itsmany definitions.
• Learn the components of tourismand tourism management.
• Examine the various approaches to
studying tourism.• Appreciate how important thisindustry is to the economy of theworld and of many countries.
• Know the benefits and costs oftourism.
Learning Objectives
Chapter 1: Tour ism i n Perspective
Part One: Tourism Overview
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003 Chapter 1: Tour ism i n Perspective
Part One: Tourism Overview
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
Definition of Tourism Tourism may be defined as theprocesses, activities, and outcomes
arising from the relationships andthe interactions among tourists,tourism suppliers, hostgovernments, host communities,and surrounding environments thatare involved in the attracting andhosting of visitors.
Chapter 1: Tour ism i n Perspective
Part One: Tourism Overview
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
WTO Definition of Tourism
Tourism comprises the activities of
persons traveling to and staying inplaces outside their usualenvironment for not more than oneconsecutive year for leisure, businessand other purposes.
Chapter 1: Tour ism i n Perspective
Part One: Tourism Overview
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
Visitor
A ―visitor‖ is defined as those personswho travel to a country other thanthat in which they have their usualresidence but outside their usualenvironment for a period notexceeding twelve months and whose
main purpose of visit is other than theexercise of an activity remuneratedfrom within the place visited.
Chapter 1: Tour ism i n Perspective
Part One: Tourism Overview
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
Classification of Travelers
(1) Tourists in international technical definitions.(2) Excursionists in international technical definitions.(3) Travelers whose trips are shorter than those that qualify for travel and
tourism; e.g., under 50 miles (80 km) from home.(4) Students traveling between home and school only -- other travel of students
is within scope of travel and tourism.(5) All persons moving to a new place of residence including all one-way
travelers, such as emigrants, immigrants, refugees, domestic migrants, andnomads.
Chapter 1: Tour ism i n Perspective
Part One: Tourism Overview
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
The Tourism Phenomenon:Components of tourism and tourism management
Chapter 1: Tour ism i n Perspective
Part One: Tourism Overview
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
Tourism Course
Departmentor Discipline
TourismStudies
S o c i o
l o g y o
f
T o u r i s m
S o c
i o l o g y
P ar k
s an
d
R e c r e
a t i on
Source: adapted from Jafar Jafari, University of Wisconsin-Stout, Study ofTourism: Choices of Discipline and Approach.
Disciplinary inputs to the tourism field
Chapter 1: Tour ism i n Perspective
Part One: Tourism Overview
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
In 2001 it is estimated toaccount for some:
• $3.5 trillion of Economic Activity• 207 million jobs
In 2011 it is estimated toaccount for :
• $7.0 trillion of Economic Activity• 260 million jobs
Travel and Tourism ---World’s Largest Industry
Source: WTTC
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Part One: Tourism Overview
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
• Travel and Tourism will continue toexpand faster than the economy as awhole and faster than comparableindustries.
• By 2011 Travel & Tourism is expectedto account for:*Over twice the output at $7.0 trillion *More jobs --- 260 million employees
• Growth depends on enlightenedgovernment policy
Travel and Tourism CanDouble in Size by 2011
Source: WTTC
Chapter 1: Tour ism i n Perspective
Part One: Tourism Overview
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
World’s Top 5 TourismDestinations
2000International Market Share
Tourist Arrivals % of WorldRank, (thousands) % Change Total,2000 Country 2000 1999/00 2000
1 France 74,500 2.0 10.72 United States 52,700 8.7 7.5
3 Spain 48,500 3.7 6.94 Italy 41,200 12.8 5.95 China 31,200 15.5 4.5
Source: WTO
Chapter 1: Tour ism i n Perspective
Part One: Tourism Overview
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
World’s Top 5 Tourism Earners2000
International Market ShareTourism Receipts % of World
Rank, (US$ million) % Change Total,2000 Country 2000 1999/00 2000
1 United States 83,800 11.9 17.62 Spain 31,000 -4.3 6.5
3 France 29,900 -5.1 6.44 Italy 27,700 -2.5 5.85 United Kingdom 19,300 -4.7 4.0
Source: WTO
Chapter 1: Tour ism i n Perspective
Part One: Tourism Overview
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
Tourism:What it Means to the U.S.Economy
• Travel spending in U.S. generated $584.4
billion in 2000.• Tourism is the nation‘s third largest retail
industry.• Tourism is the nation‘s largest service export. • Over 7 million Americans employed directly
in the travel industry, 9 million indirectly for atotal of over 16 million jobs.• Tourism is the first, second, or third largest
employer in 29 states.• Tourism provides more than 684,000
executive level positions in each year.• Travel industry provides a disproportionate
number of jobs for the traditionallydisadvantaged.
Source: Travel Industry Association of America (TIA)
Chapter 1: Tour ism i n Perspective
Part One: Tourism Overview
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
• Can be developed withlocal products andresources
• Diversifies theeconomy
• Tends to be compatiblewith other economic
activities• Spreads development
• High multiplier impact
• Increasesgovernmental
revenues
Benefits of Tourism -Economic
• Provides employmentopportunities
• Generates foreignexchange
• Increases Incomes
• Increases GNP
• Can be built onexisting infrastructure
• Develops aninfrastructure that willalso help stimulatelocal commerce and
industry
Chapter 1: Tour ism i n Perspective
Part One: Tourism Overview
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
• Broadens educational and culturalhorizons• Improves quality of life - higher
incomes and improved standards ofliving
• Justifies environmental protection andimprovement
• Provides tourist andrecreational facilities
that may be used bya local population
Benefits of Tourism -Social
Chapter 1: Tour ism i n Perspective
Part One: Tourism Overview
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
• Reinforces preservation of heritage andtradition
• Visitor interest in local culture providesemployment for artists, musicians andother performing artists enhancingcultural heritage
• Breaks down language barriers,sociocultural barriers, class barriers,racial barriers, political barriers, andreligious barriers
• Creates a favorable worldwide imagefor a destination
• Promotes a global community• Promotes international understanding
and peace
Benefits of Tourism -Cultural
Chapter 1: Tour ism i n Perspective
Part One: Tourism Overview
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
• Creates social problems
• Degrades the natural physicalenvironment and creates pollution
• Degrades the cultural environment
• Threatens family structure• Commercializes culture, religion, and
the arts
• Creates misunderstanding
• Creates conflicts in the host society
• Contributes to disease, economicfluctuation, and transportation problems
Disadvantages of Tourism -Social
Chapter 1: Tour ism i n Perspective
Part One: Tourism Overview
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
• Recognize the antiquity of human travelover vast distances on both sea andland.
• Understand how these journeys haveevolved from trips which were difficultand often dangerous to mass travel formillions today.
• Learn the names of some of the greattravelers in history who wroteastonishing accounts of exotic placesthey had visited.
• Discover the many similarities in travel
motivations, economic conditions,political situations, attractions, andtourist facilities during the time of theRoman Empire and that of today.
Learning Objectives
Chapter 2: Tour ism Through the Ages
Part One: Tourism Overview
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
• Great Pyramids of Egypt (includingSphinx)
• Hanging Gardens of Babylon• Tomb of Mausolus at Halicarnassus• Statue of Zeus at Olympia
• Collosus of Rhodes in the Harbor atRhodes• Great Lighthouse (Pharos) in
Alexandria, Egypt• Temple Artemis at Ephesus
Seven Wonders of theAncient World
The Great Pyramids of Egyptare the sole remaining wonder.
Chapter 2: Tour ism Through the Ages
Part One: Tourism Overview
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
• Stagecoach Travel• Water Travel• Rail Travel
• Automobile andMotorcoach Travel• Air Travel
Historic Transportation
Chapter 2: Tour ism Through the Ages
Part One: Tourism Overview
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
• Evaluate future job opportunitiesin the tourism field.
• Learn about the careersavailable.
• Discover which might matchyour interests and abilities.
• Know additional sources ofinformation on careers .
Learning Objectives
Chapter 3: Career Opportuni ties
Part One: Tourism Overview
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
• Airlines
• Bus Companies
• Cruise Companies
• Railroads
• Rental CarCompanies
• Hotel, Motels, andResorts
• Travel Agencies
• Tour Companies• Food Service
Career Possibilities
• Tourism Education
• Tourism Research
• TravelCommunications
• Recreation andLeisure
• Attractions• Tourist Offices and
InformationCenters
• Convention andVisitor Bureaus
• Meeting Planners
Chapter 3: Career Opportuni ties
Part One: Tourism Overview
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
Career Paths Within theTourism Industry
Paths within education system and industry …………………………………………
Paths into industry __________________________________________
Grad 11
Grad 12
College
PrivateTraining
School
Vocational
SeniorExecutive
Entre-preneur
University
Front Line
Supervisor
Manager
Career
Undergrad
Post Grad
Chapter 3: Career Opportuni ties
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
Sam p le Occu pat io n s ,Valu es & In teres ts
Accommodations
HotelOwner
HotelManager
OperationsChambermaid
EntryChambermaid
Tour &Travel
Tour BusLine Owner
Tour BusLine Mgr..
Tour BusDriver
Ticket Agent
Attractions
AmusementPark G.M.
Director ofSpecial Attractions
OperationsRide
Operator
Entry RideOperator
Food &Beverage
RestaurantOwner
RestaurantManager
Ass‘t ExecutiveHousekeeper Superintendent ofBus Maintenance Amusement ParkSupervisorMaitre D‘
Bartender
Food &Beverage
Server
trepreneur
anager
pervisor
perations
try Level
PredominantValues andInterests
People
Quality
Challenge
Flexibility
Novelty/Change
People
Pre-employment
Personal Worth Work
Chapter 3: Career Opportuni ties
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
Learning Objectives
• Understand the magnitude of world tourismin terms of the vast numbers oforganizations that serve the needs of theirdiverse memberships.
• Recognize the variety of types and
functions of tourism organizations.• Know why states support official offices of
tourism.
• Learn how national, regional, and trade
organizations are structured and operated.
Chapter 4: World, National, Regional and Other Organi zations
Part Two: How Tourism Is Organized
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
Tourism Organizations
Chapter 4: World, National, Regional and Other Organi zations
Part Two: How Tourism Is Organized
W or ld & NationalTr avel Industr y Associations
W orld & NationalGover nment
Tour ism Of f ices
State and Pr ovincialGover nment
Tour ism Off ices
Local& CityGover nment
Tour ism
Depar tments
Local & RegionalTourism Associations/ Convention & V isitor
Bur eaus
State and Pr ovincialTravel Industry Associations
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
Tourism Organizations
Tourism organizations can be viewedin the following ways:
1. Geographically
2. By ownership
3. By function
4. By industry
5. By motive
Chapter 4: World, National, Regional and Other Organi zations
Part Two: How Tourism Is Organized
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
International TourismOrganizations
Some goals of WTTC are:
1. Work with governments to make tourism a
strategic economic development andemployment priority.
2. Move toward open and competitivemarkets.
3. Pursue sustainable development.4. Eliminate barriers to growth in the
industry.
World Travel an d To ur is m Cou n ci l
Chapter 4: World, National, Regional and Other Organi zations
Part Two: How Tourism Is Organized
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
International TourismOrganizations
• Most widely recognized organization intourism
• Serves as a global forum• Transfers tourism know-how• Produces statistics and market research• Develops tourism human resources• Works to facilitate travel• Promotes sustainability• Creates special projects
Wor ld To u rism Org an izat ion (WTO)
Chapter 4: World, National, Regional and Other Organi zations
Part Two: How Tourism Is Organized
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
DevelopmentalOrganizations
Examples:• World Bank
• United Nations Development
Program• Asian Development Bank
• FONATUR (Mexico)
• EMBRATUR (Brazil)
Chapter 4: World, National, Regional and Other Organi zations
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
Regional InternationalOrganizations
• Organization for EconomicCooperation and Development
Mostly European membership, but theUnited States, Canada, Japan and
Australia are also members.• Pacific Asia Travel Association
(PATA) Represents nations in Asia and thePacific.
Chapter 4: World, National, Regional and Other Organi zations
Part Two: How Tourism Is Organized
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
National Organizations• Office of Travel and Tourism
Industries (OTTI)– International Trade Administration, U.S.
Department of Commerce– Research and Policy
• Travel Industry Association ofAmerica (TIA)
–leading private tourism organization in U.S.– Represents the whole U.S. travel industry
– Promotes and facilitates increased travel toand within the U.S.
• Canadian Tourism
Commission– Public-private partnership– Plans, directs, manages, and implements
programs to generate and promote tourismin Canada.
Chapter 4: World, National, Regional and Other Organi zations
Part Two: How Tourism Is Organized
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
State Organizations• All 50 states have travel
promotion offices.• Spend $695.8 million on
tourism development.• View tourism as a tool for
economic development.
Chapter 4: World, National, Regional and Other Organi zations
Part Two: How Tourism Is Organized
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
Other TourismOrganizations
• Convention and Visitor Bureaus (CVBs ) * Not-for-profit umbrella organizations that represent a
city or urban area in the solicitation an servicing of alltypes of travelers to that city or area, whether theyvisit for business, pleasure, or both.
• International Association of Conventionand Visitor Bureaus (IACVB)
* Most city CVBs belong to this organization.
Chapter 4: World, National, Regional and Other Organi zations
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
Learning Objectives
• Comprehend the importance of
transportation in tourism.• Understand the airline industry and
its role in travel.
• Examine the domination of theautomobile in travel.
• Learn about the role of rail andmotorcoach travel.
• Study the cruise industry.
Chapter 5: Passenger Transportation
Tourism: Principles, Practices, Philosophies
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
Operating Sectors of theTourism Industry
Chapter 5: Passenger TransportationChapter 5: Passenger Transportation
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
Passenger Transportation Structure
Other
Transportation
Road Rail Water
MotorBike
AutoBus VehiclesUsed for Accommodation
Inland Maritime
Air
er
Private
ScheduledCharter
andTour
Operator
Scheduled
Rental
PrivatelyOwned
TruckCamper
MotorHome
TravelTrailerTentTrailer
Other
Commercial
PrivateCommercial
Private PrivateSnowmobiles
Foot
Bicycles
HorseDrawn
Vehicles
AerialTramway
and Ski Lif
CharterScheduled
Commercial
Charter
Scheduled
Chapter 5: Passenger TransportationChapter 5: Passenger Transportation
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
Urgent TransportationProblems
1. Congestion
2. Safety and security
3. Environmental damage
4. Seasonality
Chapter 5: Passenger TransportationChapter 5: Passenger Transportation
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
Airline Industry
• World airline industry carries over1 billion passengers per year.
• The U.S. airline industry in 2000* Employed 679,967 people
* Carried 1.6 million passengers each day
* Recorded revenues of $129.5 billion
However, during 1990 - 1993, U.S. carrierslost more than $12.8 billion. A weak airtransportation system affects the rental car
business, hotels, and attractions.In 2001 carriers suffered record losses.
Chapter 5: Passenger TransportationChapter 5: Passenger Transportation
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
Rail Industry
• Reached its peak volumein the U.S. in 1920.
• Major railroads want out of thepassenger service business (exceptcommuter service). Passengerservice depends on Amtrak. Thesituation is similar in Canada with
passenger service dependent on VIARail.• Passenger rail service is much more
important outside of North America.Efficient, economical, high speedtrains provide an alternative to airtravel.
Chapter 5: Passenger TransportationChapter 5: Passenger Transportation
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
Motorcoach Industry
• Intercity bus passengers tend to be lowerincome non-business travelers who arevery price sensitive.
• Intercity bus service is becoming lessimportant due to increased auto ownershipand aggressive airline pricing.
• Bus travel is characterized by:
• More travel to and from rural areas andsmall towns than other modes oftransportation.
• Lower average ticket revenues than othermodes.
• Intercity bus industry is a small-businessindustry with a great deal of flexibility.• Many bus companies focus primarily or
exclusively on charter, tour or commuteroperations.
Chapter 5: Passenger TransportationChapter 5: Passenger Transportation
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
Cruise Industry • Fastest growing segment of the travel
industry.• Since 1980 had average annual growth
rate of 8.4%.
• Expanding fleets.
• Adding new ports of call.
• Seeing consolidation.
• Served by the Cruise Lines
International Association.
Chapter 5: Passenger TransportationChapter 5: Passenger Transportation
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
The Lodging Industry
• World hotel room inventory growsabout 2.5% a year.• Occupancy rates average 65%
overall.
• 72% of the world‘s hotel rooms arelocated in Europe and North America. Europe has 45% of therooms.
• In 2000, the U.S. lodging industry
generated $108.5 billion in sales,numbered 53,500 properties, 4.1millions rooms, and recorded profitsof $24 billion.
Chapter 6: H ospital i ty and Related Services
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
Food Services Structure
Food Services
Independent Chain In-Hotel
Fast FoodRestaurants
TraditionalRestaurants
Ethnic Local
Cafeterias
Specialty
Independent
Broad Menu
Specialty Ethnic
Local
MinimalService
Full Service
Chapter 6: H ospital i ty and Related Services
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
Food Service Industry (2001)
U.S. sales total estimated $399 billion --5% over 2000.
Employs more than 11 million people.•2.0 million more employees expected by2005.
•Nearly 60% of employees are women,13% are Hispanic, and 11% are African-
American.•Industry employees more more minoritymanagers than any other retail industry.
Travelers contribute about
$130 billion to sales each year.
Chapter 6: H ospital i ty and Related Services
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
Meetings and Conventions
• Industry worth $82 billion.
• Average convention attendeespends $218 per day, stays 4.1days and spends $895 perevent.
• Convention centers areexpanding.
Chapter 6: H ospital i ty and Related Services
Part Two: How Tourism Is Organized
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
Tourism Distribution Channels
Suppliers Transportation Providers Accommodations Food Service Resorts
Recreation, Entertainment, Etc.
Customers Individuals Pleasure Groups Business Groups, Etc.
TourWholesaler
SpecialtyChanneler
Retail Travel Agent
SpecialtyChanneler
SpecialtyChanneler
SpecialtyChanneler
TourWholesaler
TourWholesaler
TourWholesaler
Retail Travel Agent
Retail Travel Agent
Retail Travel Agent
DirectChannel
viaTelephone
InternetSuppliers
Office
Chapter 7: Organizations in the Di str ibuti on Pr ocess
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Learning Objectives
• Examine the attractionsindustry.
• Look at the role of theme parks.
• Understand the gaming
industry.• Describe public andcommercial recreation facilities.
• Recognize shopping as a travelattraction .
Chapter 8: Attr actions, Recreation, E ntertainment and Other
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
Learning Objectives • Adopt a professional approach to
motivation and recognize differences in
other people‘s motives. • Appreciate the range of ideas on travel
motivation.
• Be aware of contemporary researchpractices in tourism that integratemotive and feature destinationassessments.
• Be familiar with conceptual approachesto tourism motivation and recognizethere is continual development andenhancement of ideas in this field .
Chapter 9: M otivation for Pleasur e Travel
Part Three: Understanding Travel Behavior
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Tourism: Principles, Practices, Philosophies
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ravelers tend to bemore selective in theirmphasis on travel
motives withxperience
Self-esteem/development needs
Fulfillment needs
Relationship needs
Safety/security needs
Physiological
Other=directed Self=directed
Other=directed Self=directed
Self=directed Other=directed
Externally oriented Internally oriented
Travelers have multiplemotives in their pattern
of needs even thoughone category of needs
may be more dominant Need for self-actualization Need for flow experiences
Need for status Need for respect and recognition Need for achievement
Need for self-development Need for growth Need for curiosity/mental stimulation Need for mastery, control, competence Need for self-efficacy Need to repeat intrinsically satisfying behaviors
Need to reduce anxiety about others Need to affiliate
Need to give love, direction
Need to reduce anxiety Need to predict and explain the world
Need for security
Need for escape, excitement, curiosity Need for arousal, external excitement and stimulation
Need for sex, eating, drinking Need for relaxation (manage arousal level)
A “spine” or “core” of needs for nearly all travelers seems to include relationships, curiosity, and relaxation
Chapter 9: M otivation for Pleasur e Travel
Part Three: Understanding Travel Behavior
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
Learning Objectives • Recognize that travel experiences are the
best way to learn about other cultures.
• Identify the cultural factors in tourism.• Appreciate the rewards of participation in
life-seeing tourism.
• Become aware of the most effectivepromotional measures involving an area‘scultural resources.
• Realize the importance of culturalattractions to any area promoting itself asa tourist destination.
• Evaluate the contributions thatinternational tourism can make towardworld peace.
Chapter 10: Cultural and International Tourism for Life’s Enrichment
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Tourism: Principles, Practices, Philosophies
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Market TiesSpecial Events
Entertainment
SuperstructureCulture
Climate
W o r k
D r e
s s
A r c
h i t e
c t u r
e
H a n d i c r a f t
s
H i s t o r y
R e l i g i o n
La n g u a g e
E d u c a t i o n T r a d i t i o n s
L e i s u r e A c t i v i t i e s
A r t / M
u s i c
G a s t r o n o m y
STAGE 1Core factors that
determine the overallattractiveness of a
tourism region.
STAGE 2Social and cultural
elements contributingto the attractivenessof a tourism region
Mix of Activities
Physiography &Climate
Part Three: Understanding Travel Behavior
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Tourism: Principles, Practices, Philosophies
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Six Categories of Tourism
1. Ethnic Tourism
2. Cultural Tourism
3. Historical Tourism
4. Environmental Tourism5. Recreational Tourism
6. Business Tourism
Source: Valene Smith, Hosts and Guests, 1977.
Part Three: Understanding Travel Behavior
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Tourism: Principles, Practices, Philosophies
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Negative Social Effects ofTourism on a Host Society 1. Introduction of undesirable activities such as
gambling
2. Demonstration effect • Local people wanting the same luxuries andimported goods as those had by tourists
3. Racial tension4. Development of a servile attitude on the part of
tourist business employees5. Trinketization of arts and crafts6. Standardization of employees roles7. Loss of cultural pride8. Too rapid change in local ways9. Disproportionate numbers of worker in low-paid,
menial jobsThese effects can be moderated or
eliminated by intelligent planning andprogressive management methods.
Part Three: Understanding Travel Behavior
Chapter 11: Sociology of Tour ism
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Four Extremes Relating to theBehavior Preferences of the
International Tourist 1. Relaxation versus activity
2. Familiarity versus novelty
3. Dependence versus autonomy4. Order versus disorder
Part Three: Understanding Travel Behavior
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Barriers to Travel 1. Cost
2. Lack of time
3. Health limitations
4. Family stage5. Lack of interest
6. Fear and safety
Part Three: Understanding Travel Behavior
Chapter 11: Sociology of Tour ism
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
Learning Objectives • Know the four major supply components that
any tourist area must possess.
• Become familiar with the newer forms ofaccommodations — condominium apartmentsand time sharing arrangements.
• Be able to use the mathematical formula tocalculate the number of guest rooms neededfor the estimated future demand.
• Develop the ability to perform a task analysisin order to match supply components withanticipated demand.
• Discover methods of adjusting supplycomponents in accordance with fluctuatingdemand levels.
Chapter 12: Tour ism Components and Supply
Part Four: Tourism Supply, Demand Policy, Planning,and Development
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Tourism: Principles, Practices, Philosophies
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Tourism Supply Components
Can be classified
into four main categories:1. Natural resources
2. Built Environment
3. Operating Sectors
4. Spirit of hospitalityand otherresource
Chapter 12: Tour ism Components and Supply
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Tourism: Principles, Practices, Philosophies
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Formula to Calculate Numberof Hotel Rooms Required
R = T x P x LS x N
whereT = number of touristsP = percentage staying in hotelsN = total number of guest
nights/number ofguests
R = room demand pernights/number
O = hotel occupancy used forestimating;divide number of roomsneeded at 100%occupancy by estimatedoccupancy
S = number of days per yearin business
L = average length of stay
Example
T = 1,560,000 visitorsP = 98%L = 9 days
N = 1.69 0 = 70 % S = 365 days
R = 1,560,000 x .98 x 9365 x 1.69
R = 22,306 (rooms neededat 100% occupancy)at 70 % occupancy needR = 22,306/.70 = 31,866rooms
Chapter 12: Tour ism Components and Supply
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
Learning Objectives
• Know the definition of demand and
its application and importance intourism development planning.
• Understand the factors determiningthe magnitude and fluctuations of
demand.• Become able to apply various
methods to measure and forecastdemand.
Chapter 13: M easur in g and F orecasting D emand
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Measures of ActualDemand
1. Visitor arrivals– Number of people arriving at a
destination who stay for 24 hoursor longer
2. Visitor - days or -nights– = no. of visitors x avg. no. of days
or nights at destination
3. Amounts spent– = no. of visitor - days or - nights
x avg. expenditure per day/night
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Projection MethodologySeveral statistical methods or econometricanalysis can be used to project demand.
• Trend analysis method
• Simple Regression — Linear least squaremethod
• Multiple Regression — Linear least squaresmethod
• Computer simulations and models
• Executive Judgement (Delphi) method
Chapter 13: M easur in g and F orecasting D emand
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
Three Major Goals of Tourism
1) Maximize the amount of psychological
experience for tourists.2) Maximize the profits for firms providing
goods and services to tourists.
3) Maximize the direct (primary) andindirect (secondary) impacts of touristexpenditures on a community or region.
These goals are often compatible but incertain situations they can be
incompatible.
Chapter 14: Tourism’s Economic Impact
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
Tourism Policy:A Definition
Tourism policy can bedefined as follows:
A set of regulations, rules,guidelines, directives, and
development/ promotion objectivesand strategies that provide aframework within which thecollective and individual decisionsdirectly affecting tourismdevelopment and the daily activitieswithin a destination are taken.
Chapter 15: Tour ism Policy, Stru ctur e, Content and Process
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
Some Elements of Successful“total tourism destination
management” COMPETITIVENESS
[Resource Deployment]
Business/EconomicManagement Skills
SUSTAINABILITY
[Resource Stewardship]
Environmental ManagementCapabilities
Marketing
Financial Management
Operations Management
Human Resources Management
Information Management
Organization Management
Strategic Planning
Water Quality Management
Air Quality Management
Wildlife Management
Forest/Plant Management
Visitor Management
Resident/CommunityManagement
Commemorative Integrity
Information Management
Destination Monitoring Destination Research
Chapter 15: Tour ism Policy, Stru ctur e, Content and Process
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
TransportationIndustries andInfrastructure
Tourism: Some of its multipleinterfaces with other sectorsof the economy and society
Legal/Political Players
Technology
Sector
Environmental Movement
Entertainment
Industry
Resource Extraction Industries
Health Services Sector
Education Sector
Financial
Sector
T T
O O
U U R R I I
S S
M M
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The Structure andComposition of Tourism
Policy
SupplyDevelopment
Strategies
SupplyDevelopment
Strategies
Operational/TacticalSupply Development
Policies/Programs
Operational/Tactical
Supply DevelopmentPolicies/Programs
Destination AuditDestination Audit
Tourism Objectivesand ConstraintsTourism Objectivesand Constraints
Macro-ManagementOrganizational
Structure
Macro-ManagementOrganizational
Structure
Operational/TacticalDemand Development
Policies/Programs
Operational/Tactical
Demand DevelopmentPolicies/Programs
DemandDevelopment
Strategies
DemandDevelopment
Strategies
Tourism PhilosophyTourism Philosophy
Tourism VisionTourism Vision
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Tourism: Principles, Practices, Philosophies
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Relating Tourism Planningto Tourism Policy
SIMILARITIES1. They both deal with the future development of a tourism destination or
region;2. They both emphasize the strategic dimensions of managerial action –
although planning must also address a number of tactical concerns.
DIFFERENCES1. Policy formulation is definitely very ―big picture‖ while much of planning
is characterized by an attention to detail;2. Policy formulation is a creative, intellectual process, while planning is
generally a more constrained exercise;3. Policy, and particularly its visioning component, has a very long-term
strategic emphasis, while planning tends to be more restrictive in itstime horizon. A one-year planning cycle is not uncommon, although 3-5year plans are a possibility. In contrast, destination visions may have a5, 10, 50, or even a 100 year time horizon;
4. Policy formulation must allow for as yet unseen circumstances andtechnologies to be considered. In contrast, planning tends to assume
current conditions and technologies, with some allowances forpredictable, or evolutionary change;5. Policy formulation tends to emphasize a systematic determination of
―WHAT‖ should be done in long-term tourism development, whileplanning tends to emphasize the ―HOW‖ for the achievement of specificdestination goals.
Chapter 16: Tour ism Plann ing, Development, and Social Consideration
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Tourism: Principles, Practices, Philosophies
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Some Advantages of Tourism
• Provide employmentopportunities
• Generates foreignexchange
• Increases incomes
• Increases GNP
• Development of tourisminfrastructure helps tostimulate localcommerce and industry
• Justifies environmental
protection andimprovement
• Increase governmentalrevenues
• Diversifies the economy• Creates a favorable
worldwide image for thedestination
• Facilitates the process ofmodernization
• Provides tourist andrecreation al facilities forthe local population
• Provides foreigners andopportunity to befavorable impressed bylittle-known nation orregions
Chapter 16: Tour ism Plann ing, Development, and Social Consideration
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
WTTC~ Key Environmental Issues ~
Global warmingDepletion of the ozone layer
Acid rain
Depletion and pollution ofwater resources
Depletion and pollutionof land resources
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WTTC~ Implications of Resource Depletion ~
Political instability or increased competition for landcould lead to loss of potential new tourismdestinations and degradation of existing destinations.
Loss of landscape and wildlife could cause adecrease in customer satisfaction with tourism
products and hence lower propensity to travel tosome destinations.
Higher fuel prices could lead to operational priceincreases and corresponding decreases in thenumber of travelers in this price- sensitive market.”
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Tourism: Principles, Practices, Philosophies
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Elements of the WTTC Visionof Travel & Tourism
and the EnvironmentTravel & Tourism is an integral aspect of modern societiesGlobal awareness of environmental damage is developingrapidlyThe resources of the world‘s largest industry can and mustbe harnessed to achieve environmental goalsThe industry has the potential to influence billions ofcustomers per years and to use its leverage to achieve
beneficial environmental effectsThe customer challenge will exert a growing pressure toachieve environmental improvementsEnvironmental lobbies will add pressure to develop goodenvironmental practiceSelf-regulation must be developed rapidly and effectivelyand used to influence the development of appropriate andworkable regulationsCorporate environmental mission statements are a vitalfirst step toward self-regulationEnvironmental leadership must come from the majorinternational companies
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Tourism: Principles, Practices, Philosophies
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The Premises ofSustainable Development
• The Premise of Interdependency• The Premise of Multidisciplinarity
• The Premise of PreviousExperience
• The Premise that Nature is Better
• The Premise of Politics andPower
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Sustainable Development andTourism: The Critical Areas
• Defining the RelevantPopulation/Community
• Defining the Time Horizon
• Defining the Dimensions ofSustainability
• Defining the Values thatUnderlie SustainableDevelopment
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
Sustainable Tourism~ An Agenda for Action ~
ACTIVITIES: Coordinating the development of a tourismphilosophy and vision for the community/ region
Specifying the major goals of the community/regionwith respect to tourism
Obtaining consensus concerning the social, physical,
and cultural carrying capacity of thecommunity/region in question
Identifying the specific action initiatives necessary tomeet the tourism development objectives whilerespecting the destination‘s carrying capacities
Gaining agreement on the measures to be used in
monitoring the impacts of tourism in thecommunity/region
Gathering and disseminating information concerningthe impacts of tourism on the community/region
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Tourism: Principles, Practices, Philosophies
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Sustainable Tourism~ An Agenda for Action ~
PROGRAM ELEMENTS:
Maximum total visitation levels to a community/region
An obligatory tax to support tourism infrastructureplanning, development, and maintenance
Community-supported legislation to protect and
preserve unique resources and heritage sitesCommunity and industry consensus concerningarchitectural and signage standards
Support for standards and certification programs thatencourage staff development and the delivery of
high-quality service
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Tourism: Principles, Practices, Philosophies
9th Edition - ©2003
• Responsible travel to natural areasthat conserves the environment andsustains the well-being of local people
• Environmentally friendly travel thatemphasizes seeing and saving naturalhabitats and archeological treasures
• A tool for conservation
• Ecologically responsible tourism
Definitions of Ecotourism
Some definitions of ecotourism
are as follows:
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• Provides jobs and income for localpeople
• Makes possible funds to purchaseand improve protected or naturalareas to attract more ecotourists inthe future
• Provides environmental educationfor visitors
• Encourages heritage andenvironmental preservation andenhancement
Benefits and Importanceof Ecotourism
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Translating Idealism intoSustainable Tourism
~ What Managers Need to Know ~
Measures of• The general relationship
between tourism and theenvironment
• The effects of environmentalfactors on tourism
• The impacts of the tourismindustry on the environment
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Types of Indicators
• Core indicators of sustainable tourism which have been developed for
general application to all destinations• Destination-specific indicators
applicable to particular ecosystems ortypes of tourism. These indicators fall
into two categories: – Supplementary ecosystem-specific indicators forapplication to particular ecosystems (e.g., coastalareas, parks and protected areas, or mountainousregions).
– Site-specific indicators that are developed uniquelyfor the particular site. These indicators reflect
important factors of the site. Which may not beadequately covered by the core and supplementaryeco-system-specific indicator sets, but arenonetheless needed for management of the
particular site.
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Core Indicators ofSustainable Tourism
Indicator Specific MeasuresSite Protection Category of site protection according to IUCN a indexStress Tourist numbers visiting site (per annum/peak month)Use Intensity Intensity of use in peak period (persons/hectare)
Social Impact Ratio of tourists to locals (peak period and over time)Development Control Existence of environmental review procedure or formal controls
over development of site and use densities
Waste ManagementPercentage of sewage from site receiving treatment (additionalindicators may include structural limits of other infrastructuralcapacity on site, such as water supply)
Planning Process Existence of organized regional plan for tourist destination region(including tourism component)
Critical Ecosystems Number of rare/endangered speciesConsumer Satisfaction Level of satisfaction by visitors (questionnaire-based)
Local Satisfaction Level of satisfaction by locals (questionnaire-based)Tourism Contributionto Local Economy Proportion of total economic activity generated by tourism only
Composite Indices b Specific Measures
Carrying Capacity Composite early warning measure of key factors affecting the
ability of the site to support different levels of tourism
Site Stress Composite measure of levels of impact on the site (its natural
and cultural attributes due to tourism and other sector cumulative stresses)
Attractivity
Qualitative measure of those site attributes that make itattractive to tourism and can change over time
a International Union for the Conservation of Nature and Natural Resources
b The composite indices are largely composed of site-specific variables. Consequently, the identification and evaluation of the indicatorscomposing these indices require on-site direction from an appropriately trained and experienced observer. In the future, based on theexperiences in designing composite indicators for specific sites, it may be possible to derive these indices in a more systematic fashion.See the case studies for Villa Gesell and Peninsula Valdes for application of these indices.
Source: World Tourism Organization
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Tourism IndustryAssociations of Canada
• Enjoy our diverse natural and cultural heritage
and help us to protect and preserve it.• Assist us in our conservation efforts through the
efficient use of resources, including energy andwater.
• Experience the friendliness of our people andthe welcoming spirit of our communities. Helpus to preserve these attributes by respectingour traditions, customs, and local regulations.
• Avoid activities which threaten wildlife or plantpopulations, or which may be potentiallydamaging to our natural environment.
• Select tourism products and services thatdemonstrate social, cultural, and environmentalsensitivity.
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• Recognize the role and scope oftravel research
• Learn the travel research process
• Study secondary data and how itcan be used
• Understand the methods ofcollecting primary data
• Know who does travel research
Learning Objectives
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1. To delineate significant problems
2. To keep an organization or a businessin touch with its markets
3. To reduce waste4. To develop new sources of profit
5. To aid in sales promotion
6. To create goodwill
Uses of Travel Research Some uses or functions of travel
research are:
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1. Identify the problem
2. Conduct a situation analysis3. Conduct an informal investigation
4. Develop a formal research design
5. Collect the data6. Tabulate and analyze
7. Interpret
8. Write the report9. Follow up
The Travel Research Process
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Sources of InformationSec o n d ary Data
Saves time and money if the data is related to your
problem and is relatively current.
The following criteria may be use to appraise thevalue of information obtained from secondary datasources:1. The organizations supplying the data2. The authority under which the data was gathered3. Freedom from bias4. Adequacy from the sample5. The nature for the unit in which the data are
expressed6. Accuracy of the data7. Pertinency to the problem8. Careful work
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Basic Research Methods
• Focus Groups
• The Survey Method – Factual surveys
– Opinion surveys
– Interpretive surveys
– Personal interviews
– Telephone surveys
– Mail surveys
– Electronic devices
• Observational method
• Experimental method
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Marketing Mix The marketing mix is composed ofevery factor that influences themarketing effort.
1. Timing
2. Brands
3. Packaging
4. Pricing
5. Channels ofdistribution
6. Product
7. Image
8. Advertising
9. Selling
10. Publicrelations
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Product Life Cycle
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Factors that InfluencePrice Policies
1. Product quality
2. Productdistinctiveness
3. Extent of thecompetition
4. Method ofdistribution
5. Character of themarket
6. Cost of theproduct andservice
7. Cost of distribution
8. Margin of profitdesired
9. Seasonality
10. Special promotionalprices
11. Psychologicalconsiderations
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Price Skimming
Skimming is appropriate when the
product or service has the followingcharacteristics:
• Price inelasticity
• No close substitutes
• High promotion elasticity
• Distinct market segments basedon price
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Penetration Pricing
• High price elasticity
• Economies of scales
• An easy fit of the product intoconsumer purchasing patterns
Penetration pricing is appropriatewhen the following factors arepresent:
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Selection ofChannels of Distribution
Channels of distribution are selected by:
1. Analyzing the product2. Determining the nature and extent of
the market
3. Analyzing the channels by sales4. Determining the cooperation you can
expect from the channel
5. Determining the assistance you will
have to give to the channel6. Determining the number outlets
outlets to be used
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Promotion In order to sell the product it is
necessary to:1. Attract attention
2. Create interest
3. Create a desire
4. Get action
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Typical Bases for MarketSegmentation
• Geographic
• Demographic
• Socio-economic
• Psychographic
• Behavior patterns
• Consumption patterns
• Consumer predispositions
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• Examine forecasts concerning thegrowth of international tourism.
• Identify the major global forces whichare shaping the tourism of tomorrow.
• Understand the impacts, both positiveand negative, which these forces arelikely to have on tourism markets and onthe ability of destinations to respond tothe demands of these markets.
• Highlight the powerful and positive
impact that the environmentalmovement has had, and will increasinglyhave, on tourism development.
Learning Objectives
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The World of Tourismin 2020
Forecasts of International Tourists Arrivals (millions)Worldwide and by Region 1995-2020
Tourist Arrivals (million)Regions
1995 2000 2010 2020Europe 335 390 527 717
East Asia/Pacific 80 116 231 438
Americas 111 134 195 284
Africa 20 27 46 75
Middle East 14 19 37 69
South Asia 4 6 11 19
World 564 692 1,047 1,602
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WTO – Tourism to the Year 2020The principal determinants of, and influences on, international tourismactivity taken over the duration of the 1995 and 2020 period areidentified as being:
Economic
continued moderate-to-good rates of global economic growth above average economic performance of the Asian tiger economies
emerging importance of new tiger economies (i.e. China, India,Brazil, Indonesia, Russia)
widening gap between rich-poor countries
spread of harmonization of currencies
Technology information technology development
transport technology advances
Political
removal of barriers to international travel
transport and other forms of deregulation
Demographic aging population and contracting workforces in industrializedcountries leading to South North migration
erosion of the traditional western household
(continued on next slide)
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WTO – Tourism to the Year 2020(continued from previous slide)
Globalization
growing power of international economic and market forces andconsequent reduced control of individual states and non-globalcorporation
Localization
conflict in developing countries between identity and modernity
demand from groups defined on ethnicity, religion and socialstructures to be recognized in their own rights
Socio-Environmental Awareness
boosted public awareness of socio-cultural and environmentalissues
greater media reporting on major global problems (e.g. reducingwater supplies)
Living and Working Environments
growing urban congestion both in the industrialized and (especially)developing worlds
Change from “Service” to “Experience” Economy focus switching to delivering unique experiences that personallyengage the customer
Marketing
use of electronic technology to identify and communicate withmarket segments and niches
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Economic
New Realities New Horizons
Many high-quality public facilities and attractionsthat have traditionally been supported and/orsubsidized by governments will come underserious funding pressures.
Market competition will prove a powerful force inkeeping the costs of travel under control, thuskeep accessible to a large percentage of thepopulation.
It will become more difficult to justify and to
publicly finance large- scale ―megaprojects‖ or ―megamonuments,‖ some of that have becomemajor, symbolic tourism attractions. As well,supporting infrastructure, such as roads andairports, will be more difficult to f inance.
There will be new opportunities for innovative
financing approaches for megaprojects andmegadevelopments that enjoy the support of theresidents of a destination (e.g., communitybonds).
Rise of the City State
New Realities New Horizons
Large countries will find it less desirable and lessproductive to undertake general awareness-typepromotion; budgets for such promotions willdecline.
Those highly focused destinations that have highvisibility, good access, an attractive product, andwhich can develop a distinctive image willdominate the market.
Smaller destinations having no particularlyunique characteristics will find it even moredifficult to compete with higher-profile centers.
Strategic alliances and reciprocal agreementsbetween city-states that complement oneanother will grow in importance.
Nations/economic communities may becomemuch more demanding in terms of visitor entryrequirements as they perceive that ―tourists‖risk transforming themselves into refugees ordefacto immigrants.
Diverse, multicultural societies brought aboutthrough immigration will create increaseddemand for travel as people exchange visits withfamilies and friends.
Destination residents may become increasinglyless tolerant of ―visibly‖ or ―linguistically‖different visitors whom they see as posing athreat as a potential immigrant.
Ethnic groups in tourism generating countrieswill have the opportunity to develop,educational/cultural travel experiences for theircompatriots. Such experiences could involve
both pre-travel and travel experiences.
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The Move to Branding of DestinationsNew Realities New Horizons
Destinations will have the ability to identify anddifferentiate themselves more effectively.
Destinations cannot be modified like otherconsumer products when it is found the existingbrand is viewed negatively.
The value in creating unique brands will increasedramatically.
The expertise for destination brand creation ishard to find —and costly.
Smaller destinations having no particularlyunique characteristics will find it even moredifficult to compete with higher-profile centers.
Strategic alliances and reciprocal agreementsbetween city-states that complement oneanother will grow in importance.
Nations/economic communities may becomemuch more demanding in terms of visitor entryrequir ements as they perceive that ―tourists‖risk transforming themselves into refugees ordefacto immigrants.
Diverse, multicultural societies brought aboutthrough immigration will create increaseddemand for travel as people exchange visits withfamilies and friends.
Political
New Realities New Horizons
The tourism planning and development processwill be increasingly constrained and slowed bythe need for meaningful public involvement andinput.
Implementation of approved development planswill be easier as ―surprises‖ will be minimizedand as broader agreement results from publicinvolvement.
It will be more difficult for individual operatorsto proceed with nonconforming developments — sometimes at the risk of inhibiting innovation.
The formulation of ―resident responsive visions‖of local/regional tourism will provide morecommitment to tourism and greater coherencyin the tourism product/experience provided by adestination.
Environmental
New Realities New Horizons
Virtually all future tourism development will beconstrained by the need for environmentalsensitivity.
Conservation, preservation, and restorationpresent new themes for the design of tourismexperiences. Regions that are presentlyundeveloped or in a natural state have a unique
opportunity to provide an attractive experienceto visitors.
The non-economic costs of tourism will need tobe factored into development decisions. Thecosts of development, using nontraditionalaccounting frameworks, will increase, thusforcing higher prices on the travel experience.
Emphasis on the quality of the tourismexperience will reduce growth in the number oftravelers but enhance net financial and non-financial impacts on tourism destinations.
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Technology
New Realities New Horizons
The rapid evolution of technology makes theinvestment in hardware, software, and trainingmore than many tourism firms can afford.
Certain sectors of tourism are finding technologyto be a cost-effective means for marketing tosmall niche markets; other larger sectors areproving highly successful in utilizing technologyto actually close sales.
Much of the human resource base of the tourismindustry is ill-equipped and thus ill-disposedtoward the widespread adoption of technology.At least passive resistance may be encounteredat all levels.
Because of the present low level of penetrationof technology on tourism, there is muchpotential for significant gains on performanceand productivity both in terms of facility designand service delivery.
Introducing technology without losing thewarmth of the human experience will be difficult.Choosing the appropriate balance of high-tech/high-touch will require insight and good
judgment.
Education and training levels will have toincrease if managers and staff are to select andimplement technology-based improvements inan effective manner (EIESP, 1991).
The Knowledge-Based Society
New Realities New Horizons
Modem technology is increasingly attempting toprovide alternatives to physical travel.Teleconferencing is finally gaining wideracceptance; virtual interface technology
purports to provide the travel experiencewithout travel.
Travelers will increasingly want to trulyexperience and understand a destination. As aresult, they will be interested in spending moretime in a region and interfacing with residents in
more meaningful ways.
Knowledge-based employees tend to work insanitized, controlled environments. As such,they may shun travel experiences that arephysically challenging, moderatelyuncomfortable, or culturally threatening.
Travelers of the future will be increasinglyreceptive to technologies and services thatfacilitate travel while reducing costs andminimizing the need for menial and/ordemeaning labor.
Demographic Shifts
New Realities New Horizons
The aging of travelers from traditional tourism-generating countries will cause demands for newexperiences and new facilities. As aconsequence, existing tourism plant maybecome economically obsolete.
For the next 20 years, residents of developednations in the 45 – 65 age category will increasesubstantially. These individuals will have thetime, the discretionary income, and the desire totravel.
Increasingly diverse lifestyles will make marketsegmentation increasingly important. However,the tailoring of ―designer vacations‖ will make itharder to standardize the tourism product, andthus to control costs.
Firms that can read, anticipate, and respond tothe specific needs/desires of high quality nicheor ―special interest‖ markets in innovative wayswill have great opportunities for success.
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End of Presentation