TOURISM GRADE 11 LEARNER DOC
TOURISM GRADE 11 LEARNER DOC
DIRECTORATE
SUPPORT DOCUMENT
GRADE 11
TOURISM
2021
1
PREFACE
2
ACTIVITIES: BASIC CONCEPTS
1.2.Domestic tourist
1.4. Employment
1.5. Infrastructure
3
Match Column A with a suitable definition in column B.
Column A Column B
Concept Definition
1.1. Domestic Tourism A. A visitor whose country of
1.2. Domestic tourist residence is the country visited.
1.3. Domestic Visitor They may be nationals of this
1.4. Employment country or foreigners
1.5. Infrastructure B. The tourism of resident visitors
1.6. Government-owned tourism within the economic territory of
infrastructure the country of reference
1.7. Gross Domestic Product C. A resident visitor who visits within
1.8. Tourism Gross Domestic Product the economic territory of the
1.9. Sho’t left and It’s here country of reference
D. Physical structures used for the
delivery of services (e.g. power
lines, pipes (water and sewage),
roads, rail, airports, harbours,
telecommunications and assets
such as trucks and equipment to
unblock sewerage, pay point
offices and computers).
E. The gross domestic product
generated in the economy by the
tourism industries and other
industries in response to tourism
internal consumption (STATS
SA).
F. Attractions, museums, heritage
sites, nature reserves, resorts,
etc. (state-owned assets either at
national, provincial or local
government level) that are
important for tourism.
G. Sho’t left is a campaign hosted by
the National Department of
Tourism to promote Domestic
Tourism. “It’s here” is the latest
campaign.
H. The total value of goods and
services produced within the
geographic boundaries of a
country for a specified period of
time (STATS SA)
4
I. An activity in which a person
performs work for pay, profit or
family gains. Such a person can
be self-employed, employer, an
employee.
5
TOURISM SECTORS
CONCEPTS
• Inbound flights arrive in South Africa from another country, for example, a
flight arriving from Namibia.
• Outbound flights go from South Africa to another country, for example a
flight departing to Namibia.
• Domestic flights fly between airports in the same country, for example, a
flight from Cape Town International Airport to Kimberley Airport.
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OUTGOING INTERNATIONAL FLIGHTS (OUT-BOUND)
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SOUTH AFRICAN INTERNATIONAL AIRPORTS
INTERNATIONAL AIRPORTS
8
INTERNATIONAL AIRPORTS
NATIONAL AIRPORTS
The International Air Transport Association (IATA) assigns a three-letter identifier code to
each airport (as shown in brackets above)
ACSA-OPERATED AIRPORTS
The following ten airports are operated by ACSA (Airports Company South Africa).
National/domestic airports:
International airports:
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PRIVATELY OWNED AIRPORTS
Some of South Africa’s airports are privately owned and not operated by ACSA.
National airports:
International airports:
• South African Airways (SAA) is South Africa’s national carrier and its hub is
at OR Tambo International Airport.
• SAA operates domestic, regional and international flights.
• SAA offers economy and business class seats and includes in-flight services
such as meals and beverages in the price of the ticket which makes it a full-
service airline.
Other airlines
• South African Express Airways and Airlink are two other full-service airlines
that operate domestic flights.
AIRLINES
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BUDGET AIRLINES
Budget airlines do not include extra services in the price of a ticket. Thus their flights
are usually much cheaper than those of full-service airlines.
Five budget airlines that operated in South Africa: Kulula.com, Mango Airlines, 1 Time,
Velvet sky and Santaco.
Features that make budget airlines popular with tourists are their affordability, online
check-in and boarding pass printing facilities, regular specials, and links with
affordable car rental companies and accommodation establishments.
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Many international carriers have offices in South Africa and operate international
flights to and from South Africa.
An international carrier that offers domestic flights in South Africa is British Airways.
OTHER AIRLINES
ACTIVITIES
12
AIRPORT TERMINOLOGY
1. Take the following concept words and explain each of them in the following
Manner. Make use of the template provided for each of the following terms.
1.1 Check-in counter
1.2 Speed check-in kiosk
1.3 Boarding pass
1.4 Gate
1.5 Security control points
1.6 Boarding
1.7 Carousel
1.8 Baggage claim area
TERMINOLOGY
Write the word Draw / Paste a picture or symbol for the word
Check-in counter
Use in a sentence
1.1 Check-in counter - This is a designated area in the airport terminal where
passengers and baggage is checked-in and boarding passes are issued.
(Make sure that you inform the learners that they must speak of baggage and
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not luggage on an airport)
1.2 Speed check-in kiosk – Touch-screen enabled machines, located close to
the check-in counters. Passengers can use these check-in kiosks to check in
and print their boarding passes. Passengers can hand in their baggage at
fast drop-off points at the check-in counters.
1.3 Boarding pass – Is a ticket-like form issued at the check-in counter or check-
In kiosk.
1.4 Gate – It is a passageway through which passengers walk to board or
disembark an aeroplane, or reach ground transport to carry them to the
Aeroplane.
1.5 Security control points – Everyone who travels by air goes through airport
security control points before they can board.
1.6 Boarding – Takes place when passengers and crew get on board an
aeroplane.
1.7 Carousel – Is a conveyer belt, located in the baggage claim area, from where
passengers can collect their checked-in baggage after disembarking.
1.8 Baggage claim area – This is an area in the airport terminal where
passengers go after disembarking from their flight to claim their checked-in
baggage.
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Respect of weight for domestic flights. (4)
3. Give THREE examples of carry-on baggage that may be taken onto the
Aeroplane. (3)
4. Recommend TWO check-in procedures that can be used to save time.
(2)
5. How can a passenger determine at which gate he/she will be boarding. (1)
b
Baggage wrap equipment
Baggage wrap equipment wraps baggage in strong stretch plastic to protect the
baggage against something being placed in or removed from the bag, moisture,
damage from rough handling, zips popping open and damage on conveyor.
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• Public information display screens indicate facilities such as the toilets,
nursing mothers’ room, restaurants, shops, check-in counters and boarding
gates.
• Baggage claim information display screens indicate which flight's baggage
is available at the carousel.
Airports use different types of technology to prevent terrorism, drug smuggling and other
criminal activities, and to help with security.
Metal detectors
Archway metal detectors, handheld metal detectors and X-ray scanners are used at
security checkpoints to check whether passengers have any metal objects.
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X-ray security scanners
X-ray security scanners are used to check hand luggage for organic, inorganic and
metal objects.
Thermal scanners register body temperatures of more than 38 ˚C, which indicates a
person has a fever. This helps security officials to identify passengers who may have
contagious diseases such as corona virus, swine flu and prevent them infecting other
passengers.
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• Biometric scanners capture a live image of the passenger standing at the gate
and compare it with the image of the face stored on the chip in the passport.
ELECTRONIC INFORMATION
18
THE TOURISM BUS INDUSTRY
MINIBUSES
19
COACHES, MEGABUSES AND SLEEPER COACHES
Coaches
• Coaches are buses that take longer journeys (trips longer than 24 km) than
commuter buses (trips of 24 km or less), for example, Greyhound.
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• Tour operators such as Hilton Ross use coaches and megabuses as tour
buses when taking tourists on day excursions (day tours) and longer overnight
tours.
• Tour buses are often used by international tourists and forms part of the
tourism experience.
• This is referred to as "transport as tourism".
Megabuses
• These are large buses that can seat more than 70 passengers, for example,
Translux's double-decker coaches.
Sleeper coaches
• These undertake long journeys often lasting through the night. They have
reclining
seats, for example, Intercape's Sleepliner.
• They are used for inter-city travel and by domestic tourists who do not have
their own
transport.
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SPECIAL-PURPOSE BUSES
Charter buses
Shuttle services
• A shuttle is a bus or minibus that travels at regular intervals between two
specific places such as a hotel and the airport, accommodation
establishments and conference/meeting venues, or the airport and a car
rental agency.
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• Some tourist establishments have their own shuttle services, e.g. Protea
hotels shuttle services
Baz Bus
• Baz Bus is a long-distance, hop-on hop-off bus service which caters for
budget
travellers like students and backpackers.
• Baz Bus picks up and drops off passengers at more than 180 backpacking
hostels on
set routes between Cape Town and Johannesburg via Port Elizabeth and
Durban.
PORT
DURBAN 10 Dec 10 Dec
ELIZAB. 06:30 20:55 1115 TRANSLUX 39 580
STATION 2020 2020
STATION
PORT
DURBAN 10 Dec 10 Dec
ELIZAB. 07:00 21:25 1117 TRANSLUX 44 580
STATION 2020 2020
STATION
PORT
DURBAN 10 Dec 11 Dec
ELIZAB. 17:00 06:10 1121 TRANSLUX 31 580
STATION 2020 2020
STATION
Source: http://res.prasa.com/translux.aspx carrier L6 board DUR destination PL2 nop 1 f orward date
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• Column 1: The point of departure - Durban Station
• Column 2: The destination - Port Elizabeth Station
• Column 3: The date of departure - 10 December 2020 (From date)
• Column 4: The scheduled time of departure - 06:30 (From time)
• Column 5: The scheduled time of arrival - 20:55 (Until time)
• Column 7: The service number - indicates the specific trip number for that day
• Column 8: The carrier – TRANSLUX
• Column 9: The number of seats still available for that specific trip number
• Column 10: The fare per person – R580
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TRAINS
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The Blue Train, Cape Town to Pretoria...
A world-famous luxury train from Cape Town to Pretoria once or twice a week. It
costs from 10,120 Rand (£895 or $1,300) one-way including meals, wine and even
cigars. Worth it if you have the money.
ROVOS RAIL
SHONGOLO EXPRESS
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Shosholoza Meyl long-distance passenger trains
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meals afternoon tea in the elegant restaurant car as you pass the fabulous South
African scenery. There's a spacious lounge-bar car too. Premier Classe also runs
from Johannesburg to Port Elizabeth (twice-weekly) Jo'burg to Durban (once a
month). Highly recommended by travellers, who give Premier Classe rave reviews.
HOMEWORK
Independent study
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WORKSHEET 2: TRAIN SCHEDULE
2.6 What is the total distance of the one way journey (2)
2.7 From where does the train departs (1)
2.8 How many nights does tourists spend on the train (1)
2.9 What time does the train arrive at Kimberley (1)
2.10 On what days does this train depart from Cape Town (3)
2.11 What is the name of the train traveling on Tuesdays between
Cape Town and De Aar
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2.12 What is included in the price? (1)
2.13 How much is a ticket from Cape Town to Johannesburg? (1)
HOMEWORK
1. Do the activity in your textbook on train schedules and answer the following
questions:
2. Explain the following concepts:
2.1 commuter trains
2.2 compartment
2.3 coupe
Complete the mind map while looking at the slide show / hand outs again.
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GAUTRAIN
Overview of ridership
November 2012
• Average train passengers per day : 40 000
• Average bus passengers per day : 15 000
December 2012
• Average train passengers per day : 44 000
• Average bus passengers per day : 17 000
• June 2010 to January 2013 : 18 033 254 in total
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Benefits of Gautrain to sustainable development
GAUTRAIN TECHNOLOGY
• Ticketing procedures
• Electronic boarding procedures
• Electronic announcements
Ticketing
• Train, bus and parking services fully integrated
• All service accessed by Gautrain Gold Card
• Communication points provided at stations for passenger information
• Gautrain mobile applications provide real time operational information
(timetable, fares and route)
Fare gates
• Provide clear, vandal resistant barrier between paid and unpaid areas
• At least one wide gate is available at each station for disabled persons
• Patron displays visible in all normal light conditions
• Has features such as anti-pass back, detection of tailgating, bi-directional
operation, stand-alone operation and a default open mode in case of power
failure or emergency
• Enunciates alarms both locally and remotely
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ELECTRONIC ANNOUNCEMENTS
ROLE PLAY
www.gautrain.co.za
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CONCEPTS
• Port
• Cruise terminal
• State room
• Cabins
• Suites
• Decks
PORT
An area of water where ships stop, including the buildings around it.
A harbour is the same but is smaller and intended for smaller boats.
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CRUISE TERMINAL
A building where train, ship or bus services start and finish. Where passengers
arrive and leave.
STATE ROOMS
CABINS
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DECKS
MEALS
From luxury restaurants to more informal restaurants, some open 24 hours a day.
Also pubs and nightclubs where meals are served. Most of the time all meals
are included but drinks must be paid for.
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ENTERTAINMENT
Shops, spa’s, casino’s, library, pools, theatre, games, sports, gymnasium, relax, etc.
to keep passengers busy for days
WORKSHEET
POSTCARD
• You are on a cruise ship for three days to the Portuguese islands.
• Write a postcard of five or six sentences to your classmates at home about
the three days on board. Make sure to mention the facilities and
entertainment on board.
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1. Spot four things that is wrong in the picture. Say what is wrong and why
doesn’t it make sense. (8)
2. Name 7 facilities and entertainment the couple in the picture would enjoy on
board? Give reasons for your answers. (7)
CAR RENTALS
Package
a set of proposals or terms offered or agreed as a whole
Credit
worthiness-considered suitable to receive financial credit
Option
a choice a client can make in the process of buying or renting
Contract
a legally binding agreement between parties
Grace period
a period officially allowed for an obligation to be met
Deposit
a returnable sum paid to cover possible loss or damage when renting a car
Renter
The person/tourist who rents the car
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Rate
The amount of money a company charges a customer to use a service
Insurance
An agreement from a company that promises to pay for damage or loss
Waiver
A contract that excuses someone from their responsibility to pay for A item
Excess
A specified amount of money that someone must pay before the insurance company
will pay for damage or loss
Claiming
Asking for something to be to be paid that is rightfully yours
Voucher
A document that acts as proof that a customer has booked or may use a service
Tourism levy
The amount charged to all tourists renting a vehicle in South Africa, its 1%
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Airport Surcharges
The amount charged when hiring a vehicle from a rental office at an airport.
Contract Fee
The amount charged to draw up a rental agreement.
Incidental Cost
Extra costs that the car rental company charges in special
circumstances
Premium
A premium is the amount of money paid to an insurance company in return for
insurance protection.
Principal Driver
The person who drives the car most, often is the principal driver
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Personal Effects Coverage (PEC)
Insures against risk of loss or damage to personal belongings of the renter (and
sometimes the members of the renter’s family while travelling with the renter during
the period of the rental.
Anti-Theft Device
A device , either active or passive, that attempts to prevent vehicle theft.
.
OVERVIEW
• Most companies offer two options: a daily rate plus a charge per kilometer
or a daily rate that include free kilometres and sometimes even fuel
• The cost of renting a car depends on the type of car, the rental period, and
the kilometers traveled.
• Rates are calculated on a 24-hour period from the time you sign the rental
contract until the return of the vehicle.
• Most companies do allow a 30 minute to 1 hour "grace period" on the final
day of return as a gesture of goodwill
• Late returns will result in an extra day being charged.
• The minimum rate charged will be for a period of 24 hours.
• All rates are quoted per day in the currency of the country of rental origin.
• Generally the longer you rent the car the cheaper it becomes
• Some companies offer specials and charge only for two days on weekend
even if you have the car for three days
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Summary of car rental overview
Most
companies
1. Daily rate + a charge per km
offer 2 2. Daily rate that includes free km and sometimes even fuel
options
The cost
of renting 1. Type of car
a car 2. Rental period
depends 3. The km travelled
on…
How rates
are
calculated
1. The minimum Rates are calculated on a 24hr period from the
time the client signs the contract until the return of the car
Grace
1. → Most companies do allow a 30minute to 1hr “grace period” on the final day as a gesture
of
period” of goodwill
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Conditions to rent a vehicle
Activity
Question 1
There are a number of car rental companies available in South Africa. The big 4 major
rental companies are members of SAVRALA
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Question 2
Mr. and Mrs. Man and their 3 children, aged 20.16 and 4months. They leave in
Durban and plan to travel around SA during the school holidays. They will tour, Cape
Town and Kimberly. They also want to visit Kruger National Park, but they are not
sure of the route they must take to their destination. Mr Man is the only one in the
family who has a driver’s license, he is also a paraplegic
2.1 What is the minimum age for renting a car in most car rental companies?
2.2 According to the extract above, who else in the family qualifies to rent a vehicle?
2.3 Identify optional equipment that is available for family when they hire a car to
help them find the correct route to their destination?
Cut out the cards below, ask any 5 volunteers to come to the front( one at a time) give each learner
a card to read, all other learners must listen and try and write the answers in their activity books.
ooks.
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Car rental insurance
Activity 2
2.1 Why is it important for car rental companies to have different packages for
different type of tourist?
(3)
“I told you that the most suitable insurance for us is SCDW and not CDW”
1. Explain what SCDW and CDW” mentioned in the caption of the cartoon above
stand for? (1x2)
2. From the 2 types of insurance mentioned above in question 1, which one would
allow the renter to pay less excess?
(1)
3. Compare the premiums between a SCDW, and a CDW type of insurance?
(2x2)
4. Name the type of insurance that covers the renter for death and disability costs
resulted from an accident in the rental car.
(1)
Mention the two types of insurance that the tourist can select from, to protect them in
an event a rented car is stolen?
(2)
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ACTIVITY
3.1 Select additional cost in the extract below to match the descriptions
mentioned in 3.2
Fuel: Rates quoted include maintenance and oil but exclude petrol/fuel. Fuel is for
the renter’s own account
Contract Fee: R55.00 contract fee will be charged per rental agreement.
Tourism levy: All rates are subject to a 1% Tourism levy on net time and kilometre
charges in South Africa only.
Airport Surcharge: Rentals from certain Airports are subject to a surcharge on nett
time and kilometre charges.
Delivery & Collection or Lost Key Call Out Fee: During office hours-: Monday to
Friday 08h00 to 17h00 = R250.00.After hours & weekends = R500.00.This charge
applies to deliveries/collections within 25km of the rental office.
Traffic Fine Handling Fee: A traffic fine handling fee of R220 will be charged for
every fine the renter receives in the duration of the rental.
Towing Charges: The renter will be liable for the full cost of the service rendered.
Paraplegic hand controls are available (for certain models) by prior arrangement at
no extra cost in Johannesburg, Cape Town and Durban.
1. This is used by the car rental companies as an assurance for refilling the petrol
tank is the
2. Money charged if the renter does not want to drive the car he/she rented.
3. Fee charged by the Airport Company of South Africa to companies operating out
of the airport. 4
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4. Money paid in order to enter an agreement with the car rental company.
5 Charges made in order for the Car Rental Company to collect the vehicle at the
drop off point.
6. Fee charged if a tourist wants to use the car across the border.
7. The money is charged in order for South African Tourism to promote tourism
Transparency
Incidental costs
• Most companies will charge an minimum traffic handling fee in the event that
the renter gets a fine.
• Example: A traffic fine handling fee of R220 will be charged for every fine the
renter receives in the duration of the rental.
• This fee is charged for the administration cost associated with processing an
accident.
• This includes items such as assessor fees, quote gathering and legal
services.
• Only payable in the event of an accident claim.
• An administration fee i.e. R500.00 will be charged on ALL accident claims .
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True or False?
c) Airport Company of South Africa requires that all rental compares charge of 11
e) Care rental companies are required by law to store all contracts for up to a
period of 5years
f) Additional fees are charges when taking a vehicle outside South African borders
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South African Tourism
Read the following article and then write a paragraph where you discuss the
main reasons why a country must have a DTSG and how Van Schalkwyk plans
to better Domestic tourism.
2 May 2012
The new campaign, informed by the Domestic Tourism Growth Strategy, would extend beyond
traditional advertising, and would include events, deals and fun trips. This is a campaign that Minister
Van Schalkwyk hopes will get South Africans talking and excited about leisure tourism, and will
encourage more people to be ‘tourists in their own country’ – a country that is one of the most
desirable destinations in the world.
“Domestic tourism is important not only to stimulate leisure travel at home, but also to attract more
foreign tourist arrivals to our country. When we have a nation of enthusiastic and passionate domestic
leisure tourists, we gain a priceless bank of recommendations and ambassadors with which to attract
more foreign tourists to South Africa.”
“Although there is good reason for optimism for the South African tourism industry, the economic
climate remains tough and demands a new way of thinking and a new approach to domestic tourism.
We need a collective, robust approach by all in the industry to grow domestic tourism and to sustain
that growth. We need to build strong partnerships for continued growth, for job creation, and for
domestic tourism to grow its contribution to the economy,” Minister Van Schalkwyk said.
The new domestic tourism campaign roll-out will include a series of television, radio and outdoor
advertisements addressing the five key market segments with a focus on the country’s nine
provinces, including special offers, stories about exciting things to do, and recommendations from
South Africans about where to go, how to get there and what to look out for on the way. The new
strategy will also see closer working relations with trade, including the continuation of partnerships
with airlines, agents and hotel groups.
The Minister said a total of 26,4 million domestic trips were taken in 2011 against 29,7 million in 2010.
However, the number of adult South Africans who travel domestically grew to 13,9 million – 3% more
than the 13,5 million who took domestic trips in 2010. In 2011, the average spend per domestic trip
grew to R780 per trip (from an average of R710 per trip in 2010). The Minister says, while trip
numbers have declined, it is encouraging to note that more South Africans are travelling for leisure
purposes.
“The new Domestic Tourism Growth Strategy and the campaign have taken into account that
consumers are increasingly cautious about how they spend their money. They seek and demand
exceptional value, and that is what the sector intends to offer,” the Minister concluded.
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Regional Tourism
Regional Tourism-Tourism taking place at a specific area/ region e.g SADC in case
of Southern African Region
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The SADC member countries
Angola, Botswana, Democratic Republic of Congo, Lesotho, Madagascar, Malawi,
Mauritius, Mozambique, Namibia, Seychelles, South Africa, Swaziland, Tanzania,
Zambia and Zimbabwe
SADC MAP
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Baseline Assessment: South Africa’s neighbouring countries
Use a map to help you with the following activity. Try to complete it first as far as you
can without a map, and then use the map to check yourself or add what you don’t
know. Focus on those answers you could not do on your own, because the others
you know, and these you need to study well to remember them.
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Select the correct capital city for each SADC member country Fill in your
answer on the work sheet in the space provided.
Gateways and accessibility of each country from South Africa (by road, air or
water) and the major airport, harbour and border post of the country.
Description of concepts
• Gateway – refers to entry / exit point - into a country
• Accessibility- being able to reach something( a country)
Mozambique Lebombo N4
Lesotho Maseru Bridge N8
Swaziland (11 border posts, main post Mananga Just off the N2
leading to Gauteng is Oshoek, not on a
national road)
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Regional Tourism
Retosa
Regional Tourism Organisation of Southern Africa
Logo: RETOSA
Roles of Retosa
Responsible for the promotion and marketing of tourism in the SADC region.
Offer visitors unique opportunities to discover the natural wonders of the
region e.g. Scenery , Mt Kilimanjaro in Tanzania, Climate, traditions and
culture, the true spirit of Africa.
RETOSA’s Mission
Is to ensure that the tourism industry becomes the economic driver for SADC, through
effective development and promotion of the region.
RETOSA’s Objectives
• To increase the volume of inbound tourism to and within the region.
• To create investment awareness for tourism development in the region.
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DIFFERENT TYPES OF PROMOTIONAL/ADVERTISING TECHNIQUES USED IN
THE TOURISM INDUSTRY
ABOVE-THE-LINE MARKETING
Brochures
• It is creative, colourful and clear
• It gives detail information
• It is usually one/two pages
• It can be A4 size, then folded in 3
• It can contain extra information like:
– Price
– Terms and conditions
– Optional extra’s
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Flyers
• It is creative, colourful and clear
• It gives detail information
• It is usually one/two pages
• It can be A5 or A6 size
• It can contain extra information like:
– Price
– Terms and conditions
– Optional extra’s
Pamphlets
• It is creative, colourful and clear
• It gives detail information
• It is usually one/two pages
• It can contain extra information like:
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– Price
– Terms and conditions
– Optional extra’s
Billboards
• It is very big posters on the side of the road
• It is lighted at night to be visible
• It targets a big audience – all road users in that area
• It is usually very expensive
• It is used by big businesses because it is very expensive
Meander maps
• It is a map of a group of tourism businesses in the same area
• It gives the map
• It gives a description of the tourism businesses involved
• It shows photographs
• It shows some of the products available at these businesses
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ABOVE-THE-LINE MARKETING
Electronic media:
• Video walls
• Audio-visual presentations
• Digital displays
• Cellphone advertising
• Web-based adverting
Video walls
• It is a collection of TV screens/monitors that form one big picture
• One picture can be broadcast or separate pictures on each monitor
• It doesn’t use a lot of electricity
• Maintenance is easy
• It is relatively cheap to use
Audio-visual presentations
• It uses sound and pictures to advertise
• It is used during expo’s and exhibitions
• It can be used to target specific groups of people
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Digital displays
• It is an electronic display with information
• It displays the information in an interesting way
• It targets specific groups of people
• It can be used in airports and stadiums
Cellphone advertising
• Businesses use a data list containing telephone numbers of potential
customers
• The business sends sms advertisements:
– New products
– Special offers
– Promotions
– Competitions
– Change in opening times
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Web-based advertising
• Businesses have their own web pages and market their products
• They also use social media (facebook)
• They advertise
– Products, services
– Prices
– Special offers
– Comments of satisfied customers
BELOW-THE-LINE MARKETING
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Personal selling
• The seller markets to the buyer face-to-face
• The seller conducts business in his office
• External sale can also be done when the seller goes to the client
• It can be telephone sales, the seller speaks to the buyer on the phone
In-store discounts
• Information boards can show in-store discounts
• When the customer is inside the store, personal selling is used where the
salesperson will talk to the customer face-to-face
Promotional sponsorship
• Big businesses sponsor different sporting and other events
• The public who watches the events, see the sponsorship by the business
• Sponsorship can be for
– Sporting events
– The local library
– The computer centre for a school
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Exhibitions, expos, shows
• The tourism business pay to exhibit their product or service at an
exhibition
• It focuses on specific events
• Potential customers visit the different stalls at the show/exhibition
• It can be shows like:
– Indaba in Durban
– Getaway show in Johannesburg and Cape Town
ACTIVITIES
Create a mind map to show all different types printed media used in above-the-line
marketing.
You must also add more information with each sub topic.
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Create a mind map to show all different types electronic media used in above-the-line
marketing.
You must also add more information with each sub topic.
Create a mind map to show all different types below-the-line marketing used in tourism.
You must also add more information with each sub topic.
63
Create a mind map to show all different types of conventional marketing used in above-the-
line marketing.
You must also add more information with each sub topic.
MARKETING BUDGET
Marketing: Process by which a business places products and services on the
market for sale, to satisfy the needs of the customer.
Budget: A set amount of money that is allocated or provided to meet specific
expenses.
• Market Research: Organised way of collecting, analysing and interpreting
information.
• Communication Costs: Successful marketing campaigns require effective
communication between all stakeholders.
• Travel Costs: The success of the marketing campaign requires that
employees of the organisation travel to meet stakeholders.
• Personal Costs: Depends on the size of the business
Product: Developing and registering new products, Packaging and
branding
Promotion: Designing, printing, broadcasting, displaying
Price: Price list of products and services, Competitive but profitable.
Place: Renting Office spaces,, paying intermediaries
People: Training staff
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Questions:
1. Provide a brief description with examples for each of the following concepts:
a. Marketing
b. Advertising
c. Above the Line promotional Techniques
d. Below the Line Promotional Techniques
e. Marketing Mix
f. Target Market
g. Market Share
h. SAT
a. Marketing
___________________________________________________________________
___________________________________________________________________
b. Advertising
___________________________________________________________________
___________________________________________________________________
c. Above the Line promotional Techniques
___________________________________________________________________
___________________________________________________________________
1. For each of the elements of the Marketing Mix, provide an example of a possible
cost related to it:
• Product
• Promotion
• Price
• People
• Place
3. Identify two factors that can affect the cost of data collection in Market Reasearch.
Explain how they affect the costs.
6. What factors influence the number of people that a tourism establishment appoint
as marketing personal?
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Questions:
1. Does the advertisement use an Above The Line or Below The Line promotional technique.
Explain your answer.
2. Which Target Market is the advertisement aimed at? Use information from the
advertisement to support your answer.
3. Identify the 5 P’s of the Marketing Mix and provide examples for each of the 5 P’s found in
the advertisement.
4. Identify and explain the possible costs that would have incurred in the creation of this
advertisement.
Questions:
1. Does the advertisement use an Above The Line or Below The Line promotional
technique. Explain your answer.
2. Which Target Market is the advertisement aimed at? Use information from the
advertisement to support your answer.
3. Identify the 5 P’s of the Marketing Mix and provide examples for each of the 5 P’s
found in the advertisement.
4. Identify and explain the possible costs that would have incurred in the creation of
this advertisement.
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MAPWORK AND TOUR PLANNING
Itinerary
An itinerary is:
• A written plan set up for tourists to follow
• A plan that includes transportation, accommodation, activities, and
sightseeing that will make up each day of a trip.
• Also known as a tour plan and contains all the travel details that the tourist
may need
• Planned for an individual, a family or a group of tourists, according to their
specific needs
TOUR PLAN
• It is an outline of the proposed travel plans for a tourist based on the tourist’s
profile, budget and time they have available to travel; it includes a general
overview of what services will be used and the order in which places will be
visited
• It lists the detail of the activities, accommodation and attractions that tourists
will visit on a daily basis while travelling.
Logical tour planning
Logical tour planning means that the places that a touristplans to visit during a
tour should be in a logical sequence.
This is when tourists plan a journey in such a way so to work within a reasonable
budget and to see as much as possible within their travel period.
• Enough time (no zigzag or backtracking) – circular route
• Logical sequence (route to make sense)
• Travelling time - realistic
Scheduled tours
• Tours that have been arranged to depart on a specific date or during a
particular period
• A scheduled tour takes place at specific times. This kind of tour is for a
specific client or for a specific event e.g.:
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Different types of itineraries
Each itinerary is different and depends on the type of tour and the tourist's
needs, but itineraries can be grouped in two different types.
Personal itinerary
An itinerary that is prepared for a specific customer.
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DIFFERENT TYPES OF TOURS
Guided tours
• Includes the services of a qualified tour guide.
Scheduled tours
• Tours scheduled to depart regularly on specific days at specific times,
regardless of passenger demand.
EXAMPLES OF ITINERARIES
PERSONAL ITINERARY
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GENERAL INTINERARY
Paragraph itinerary
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