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UNIT 1

Leisure Tourists
Tourists that visit for pleasure in their free time and engage in leisure-related
activities, paid with their own economic resources.

As they are on HOLIDAY.

Leisure Tourists Examples
Day trippers, Holiday takers, Short break & overnight visitors.

Business Tourists
High spending tourists that travel for attendance at conferences, sales trip & trade
shows.
They usually make extensive use of premium air fares and luxury hotel rooms.
Business Tourists Examples
MICE; Meetings, Incentives, Conferences & Exhibitions.

Visiting Friends & Relatives

Travelling for family occasions such as funerals, weddings or birth.
Can be the purpose of leisure, holidays or recreation.

Sub-Sectors of the Travel & Tourism Industry

Tour Operators, Travel Agents, Accommodation & Catering, Tourist Information &
Guiding Services, Attractions and Transportation.

Role of Travel Agents

Tourism Service Suppliers for airlines, rail companies, hotels, etc.
The main role is to sell holidays, ancillary products, advise customers & provide
information

Role of Tour Operators

They combine tour & travel components to create a package holiday at a lower price
than if components are bought separately.
- combining a number of inter-related tourism products and services that together
offer a comprehensive experience for travellers.

Role of Accommodation Providers

They provide a variety of accommodation types to suit a wide range of tourists
e.g. hotel, motel, holiday homes, guesthouse, hostel, holiday village, bed &
breakfast.

Role of Catering Outlets

They satisfy a tourists' basic needs in any specific destination or resort - food and
beverage facilities that provide regional & traditional menus.
Role of Transport Providers
They improve the transport facilities & develop them to make the destination
accessible to their markets.Lack of accessibility can break a destination.
They either offer 3 modes of transport:
- Air; Airlines
- Water; Ferry Operators/Cruise Companies
- Land; Railway Companies/Coaches/Car Rentals
Role of Attractions

They draw tourists' attention to a destination by providing opportunities for relaxation,

amusement, entertainment and education.
Types:
Natural - landscape features, lakes, forests, mountains.
Built - animal parks, historic sites, theme parks.
Role of Entertainment Venues
Without these venues there would be no need of other tourism services. Thus,
making it the driving force for tourism and its development.
These venues are made to make the audience engaged & captivated.
e.g. museums, sport stadium, theatres, etc.

Role of tourist information & guiding services

They escort groups of visitors around monuments, sites or city. They provide
information of the history and geography of the area in the visitor's language heritage
and environment through an entertaining and inspiring method.

Tourist Information Centres

They carry a wide range of promotional leaflets, brochures, guide books and other
materials relating to the local region.
They are commonly found at pints of entry or central locations within major tourist
areas such as airports/railway stations.

Role of Ancillary Tourist Services

They provide many opportunities for intermediaries to offer additional travel products
and services to their customers.
e.g. travel insurance, range of local souvenirs, publications & postcards.

Role of Tourist Boards

They increase the value of inbound tourism to a particular country by identifying a
series of objectives and facilitating strategies for their implementation.

Role of National Tourism Organisations

NTOs exert control and influence from above while local or regional tourist boards
will be in the front line of delivering services to given destination visitors.

+Economic Impacts of Tourism

Increase in employment rate - tourism creates diversified employment opportunities
in different sectors like accommodation, travel agencies, catering, transport services.

Improved local ecnomy - tourist spendings helps generate income and stimulate the
investment necessary to financial growth in other economic sectors

Improved infrastructure - when profit comes through visitor spendings, the country
would invest improving roads, public facilities which can help benefit a tourists
experience and the citizens' lifestyle.
Tourism Multiplier Effect
Creates jobs and growth in the primary, secondary & tertiary sectors of the business.
How many times money spent by a tourists circulates through a country's economy.
-Economic Impacts
Import Leakage - due to high consumption from tourists, the country may no longer
be able to supply equipment & food to its citizens, other countries & tourists as it may
run out.

Export Leakage - overseas investors who finance the hotels & resorts take their
profits back to their country of origin.

Tax Inflation - the costs of day-to-day products like water & food purchased by locals
will be expensive.
+Environmental Impacts of Tourism
Conservation & Preservation - saving of endangered places and species by creating
sanctuaries.

Investment - using money gained through tourist spendings to help invest in

preserving the area.

Visitor Management - controlling the number of visitors in a certain area to avoid

congestion and noise pollution.

-Environmental Impacts of Tourism

Air Pollution - due to excessive use of air & road transport, increasing risk of cardio-
respiratory death by 2-3% day by day.

Water Pollution - water becomes more contaminated by littering by large amount of

tourists. Sewage and oil spills discharged from cruise ships pollute the water bodies.

Vegetation - scarce resources such as food in the local area due to high number of
tourists visiting to dine in the local cuisine.
+Socio-Cultural Impacts of Tourism
Awareness of cultural exchange - tourists & locals can explore cultures & traditions
of the area.

Boost for cultural conservation - through traditional activities, teaching of woodcraft

and carving, cultural & historic sites, the local area's culture and historic can be
preserved.

-Socio-Cultural Impacts of Tourism

Demonstration Effect - the local population of the country may gain influence from
tourist behaviours, reducing culture conservation and loss of national identity.

Globalisation - rapid transfer of money, people, information, technology & materials

around the globe. This cause tourists to look for similar products or services instead
of cultural and traditional alternatives.

Culture Clash - tourists may unintentionally break laws or disrespect the culture's
customs and moral values of the host country.
Aims & Objectives of National Governments in forming tourism policy and promotion
Economic - attract tourists the contribute to the multiplier effect, increase currency
exchange and GDP, decrease unemployment rate.

Political - create a regional or national identity to boost domestic morale & attract
more visitors.

Socio-Cultural - providing facilities to locals & tourists, promote understanding of

cultures between tourists & locals.

Environmental - regenerating & conserving built & natural attractions.

Characteristics of Climatic Environment
Equatorial - hot, wet & humid all year. BRAZIL
Tropical - no cold season but includes summer rains. AFRICA
Tropical Monsoon - no cold season but includes heavy rains. INDIA
Tropical Desert - no cold season & negligible rain. SAHARA
Warm Temperature - hot dry summers, cool wet winters. MEDITERRANEAN.
Cool Temperature - cold winter, hot summer, rainfalls. NIAGARA FALLS
Arctic - harsh cold winter with snow & cool summers with rain. SCANDINAVIA
Polar - snow & ice prevail for most of the year. GREENLAND
Effects of Global Warming & Climate Change on Tourism
Market changes - seaside tourism suffers from beachside erosion, higher sea levels
& reduced water supply.

Winter season shortens - winter sports will diminish at mountain regions.

Demand for high altitude resorts will increase, raising environmental pressure and
causes habitat damage.
Butler's Tourist Life Cycle
1. Exploration - very small number of tourists and few(if any) facilities.

2. Involvement - small number of independent tourists and some developing local

facilities.

3. Development - visiting numbers increase rapidly and expansion & upgrading of

local infrastructure.

4. Consolidation - further increase in number of tourists with mass tourists being the
largest component. Capacity of facilities has reached its limit.

5. Stagnation - tourists numbers reach its peak and facilities show signs of age.

6. Rejuvenation/Decline - either tourist numbers increase again due to new

innovations OR they will fall as old-fashioned mass tourism lingers on.
Nature of Destinations
Ability to manage tourists numbers
Ensuring effective water drainage systems
Fencing
Educating mountain users
Fertilising & reseeding
Specialised Reasons for international travel
- Pilgrimage e.g. Jerusalem, Bethlehem, Vatican City.
- Sporting trips e.g. attending an international event like the Olympics
- Educational trips to study centres or exchange programmes
- Medical treatment visits
Tourist Destinations as Amalgams
Local natural resources - climate, landscape, flora, fauna.
General infrastructure - roads, energy, water supply.
Socio-cultural infrastructure - language & culture shows, religious monuments.
Implications of viewing a destination as Amalgams. DUBAI
Attractions - Atlantis, Dubai Parks & Resorts
Accessibility - DXB, bus, taxi.
Available packages
Activities - Desert Safari, X Dubai Zip-line, Atlantis Aquaventure Water Park
Ancillary services - connecting flights in DXB; Emirates,HKG-DXB-LHR, Sightseeing
Tours by Big Bus Dubai.
Features attracting tourists to a destination
Cost at the destinations
Cost of Travelling
Crime Rates/Terrorism
Water/Air/Noise Hazards
Increased Accessibility
Natural Disasters

Scenery & Landscape

Events & Facilities
Cultural & Historic Attraction
Accommodation Options
Reasons why certain tourists are attracted to a certain location
Backpackers - young people that have taken a gap year and attracted to
adventurous activity.

DINKY - young couples with no kids and relatively affluent.

Empty Nesters - parents whose children have left and have high disposable income.

Boomers - Retired members of the baby boom generation.

Youth Market - like to party at destinations with varied nightlife and have lower
disposable income.
Mountain Toursim
Climate & Clean air
Varied topography
Scenic beauty
Waterfall Tourism
Provides aesthetic pleasure
Enjoyment of footpaths
Adventurous to reach

Increase number of tourists decreases aesthetic pleasure and enjoyment

Cave Tourism
Underground landscape features
Adventurous Activities - has to be environmentally sustainable and must avoid
negative impacts

Situations in which Customer Care is provided

Providing information
Providing and passing on information
Giving advice
Dealing with problems
Dealing with dissatisfied customers
RATER
Reliability - ability to perform promised service.

Assurance - knowledge and courtesy of employees & their ability to convey trust &
confidence when dealing with a request.

Tangibles - physical facilities, equipments and appearance of service personnel.

Empathy - caring, individualised attention provided to the customer.

Responsiveness - willingness to help customers and provide prompt service.

Importance of Customer Care Policy
The aim is to make customers feel satisfied & valued so they will want to return.
Policy makes employees understand the benefits of good customer service both for
themselves & the company.
Necessity of Teamwork
To improve productivity
To improve the quality of products & services
To speed the spread of ideas
To improve customer focus

Greater job satisfaction

To increase employee motivation
Improved learning of new skills
Procedure of Handling Complaints
1. Listen carefully to the customer with an open mind.

2. Apologise in general terms and offer alternatives to solving the problem and aware
the customer that the problem will be investigated and ensured that it wouldn't
repeat.

3. Staff shouldn't argue with the customer as it can damage the company's
reputation. If a solution can't be found the staff should refer to a supervisor/manager.
4. Gain approval of the solution with the customer to ensure that they are aware of
what is to be followed.
Interpersonal Skills
Skills used to interact or deal with others.
Dealing with others greatly influence our professional and personal lives.
Improving these skills builds confidence and enhances our relationship with
customers.
Interpersonal Skills Attitudes
Have a friendly, approachable and polite manner
Have a responsible & reliable manner
Be observant
Have excellent organisational & communication skills
Be confident in dealing with any customer behaviour
Importance of personal presentation, clear speech, numeracy & literacy skills
Customer service involves face-to-face & direct communications.

During these moments, the quality of the overall service provision will be ultimately
judged.

All staff experience daily interactions that take place with colleagues & customers.

Mainly applies to frontline staff.

The employees represent the hotel, thus, it is important to take pride in their personal
appearance, dress & general grooming with cleanliness & personal hygiene.

Appropriate language, pitch, tone of voice impacts the image of the hotel.
Requirements for formal dress codes for staff
Clean uniforms and freshly pressed
Ladies - skirts with flesh coloured tights
No visible tattoos or piercings
Clean & short well-cared fingernails
Limited Jewellery - wedding band for men & one pair of non-dangling earrings
Barriers of Communication
Language - different accents make it difficult to understand, as they may come from
different countries.

Complexity - if the message is too long or technical, it may not be fully understood.

Concentration - if the reader has their mind focused on other tasks/matters, the
message may not be fully understood.
Applications of Technology
Websites - allows online bookings & act as a marketing tool.

Databases - aids direct marketing

Finance Systems - helps streamline payments, accounts and stock control.

Benefits:
- increases efficiency, increases competitiveness.
- attracts more customers, as majority of them like the ease & convenience of online
bookings.
- allows instant reservation/payment confirmation and 24/7 availability of service.
Purpose of Brochures
It creates awareness amongst the readers which will then lead to a positive decision
of buying one of the featured holiday products.
Exchange Rates
Influences a tourist's travel plans depending on the costs at the chosen destination.
Qualities of Frontline Employees when selling products or services
- Knowledge of the industry & the product
- Good Judgement
- Enthusiasm, honesty, intelligence, initiative & friendliness

Well-spoken employee will be able to attract the attention of customers and use of
good grammar & vocabulary communicates professionalism.
Range of Promotional Methods
Brochures - good source of basic information about a particular destination,
attractions & facilities.

Promotional Leaflets - mini-brochures acting as adverts for products/services. They

are designed to attract the eye and provide basic details about what is on offer.
Attracts potential customers.

Advertisements - creates awareness of products/services and develops a brand

image of the organisation. Allows to aim specifically at market segments.
Methods of Advertising at Hotels
In-room TV advert
In-room newsletter
Word of mouth from staff
Notice in reception
Components included in different Tourism Products
Package Product - several distinct products are combined together & sold at a
special price e.g. accommodation/transport/others.

Independent Product - directly purchased from the supplier by individual customers

without the services of a travel agent. Popular due to products at discounted prices
via the Internet. Low-cost airline tickets. Avoid fraud. Air Miles. No travel agent fees.

All-inclusive Product - a package in which flights, transfers, accommodation, all

meals & unlimited drinks are included together.
e.g. Cruises - ACEST.
Ancillary Services & Examples
Any additional service offered beyond the main product/service associated with the
product.
- car hire
- hotel bookings
- coach & rail tickets
- travel insurance
- tickets to theme parks/theatres
- airport transfers
Guiding Services - Ancillary
Tourism experience can be enhanced significantly through inclusion of a tourist
guide during a visit at a destination.

The guide has local knowledge, experience & training of the area. They offer expert
information about the nature, history and culture.
They can also offer different language tours to enable tourists to understand the tour.
Currency Services - Ancillary
Tourists can exchange their currency needed for the country they're travelling to.
Can be done through travel agents, TICs, etc.
Types of Tour Operators
Mass Market - sell sun, sea, sand packages and cater to very large numbers of
tourists. Most recognisable as it's available worldwide.

Inbound - produces packages aimed at specifically bringing overseas visitors into a

destination.

Outbound - based in home country & produces packages to other destinations

overseas.

Domestic - putting together packages for people within the home country.

Specialist - create packages focusing on destination/activity/theme/transport.

They all are profit-seeking and need money to survive through Economies of Scale,
Vertical & Horzontal intergrations.
Tour Operators - Holiday Pricing
Seasonality - prices are varied between Summer(MAY-OCT) & Winter
Seasons(NOV-APR).
Prices rise during Summer season due to high demands(factory & school holidays) &
a limited number of resources available.
Prices are reduced at or below cost price to attract customers.

Flight Times - some customers prefer travelling in the day or at unsocial times
depending on the airfare.
Products & Services offered by Travel Agents
- travel insurance
- car hire
- theatre bookings
- accommodation bookings
- cruise holidays
Travel Agent Licensing
They agree to sell packages offered by the tour operator in return for an agreed
amount of commission.
Policies & Procedures:
- issuing tickets/voucher
- cancellations/refunds
- accounting for payment of deposits/balances

They are also profit-seeking.

Concept of Infrastructure
Features of the built environmental(utilities, roads, telecommunications, airports),
details of how they are funded and link with level of economic development.

UNIT 2

what is a destination?
The place where a journey finally ends.
A physical space in which visitors spend at least one night and is made up of tourism
products such as support services and attractions.
What are the features of a destination?
1. A character of their own
2. Accessible location
3. Will have a TIC
4. Will have accommodation and catering
5. Will have a range of attractions
6. Will have shopping facilities for the visitor
7. will have enough parking space
What is the product life cycle of a destination?
A cycle of evolution that each destination will go through
Stage 1 - Exploration stage
Very small tourist numbers and few, if any, tourist facilities
Stage 2 - Involvement stage
Small numbers of tourists, mainly independent travellers, with some local facilities
being developed
Stage 3 - Development stage
Visitor numbers rising rapidly with an increase in both foreign and locally owned
facilities and the expansion and upgrading of the local infrastructure
Stage 4 - Consolidation stage
Further increases in the number of tourists, with mass tourism being the largest
component. The addition of facilities reaches a peak as carrying capacity limit is
approached
Stage 5 - Stagnation stage
Tourist numbers reach peak and facilities show signs of age
Stage 6 - Rejuvenation stage
Tourist numbers rise again due to new innovations and rebranding of the
destination's image
Stage 6 -Decline stage
Mass tourism keeps coming to the destination and the destination will lose market
share and become a very cheap, often party, destination
Reasons why a destination that used to be popular can now decline
1. The carrying capacity was exceeded
2. the Enviro has been damaged
3. the destination is not longer in fashion
4. Surrounding businesses have closed down
What is a hub airport?
Airline hubs or hub airports are used by one or more airlines to concentrate
passenger traffic and flight operations at a given airport. They serve as transfer (or
stop-over) points to get passengers to their final destination.
How are time zones divided?
The world is divided into 24 time zones each spaced 15 degrees of longitude apart
Greenwich Mean Time (GMT)
The time zone that runs through Greenwich at 0 longitude
Coordinated Universal Time (UTC)
The time zone at 0 longitude
Daylight Saving Time (DST)
This is when countries change the clock during certain months of the year. In
Western Europe there is GMT during the winter months but the clock is set forward 1
hour during the summer months (GMT + 1)
International Date Line (IDL)
An imaginary line on the surface of the Earth opposite the Prime Meridian or
Greenwich Meridian where the date changes as one travels east or west across it.
Roughly around 180 ̊ it mostly corresponds to the time zone boundary separating -12
and +12 hours GMT
Equator
An imaginary line drawn around the middle of the Earth an equal distance from the
North Pole and the South Pole
Tropic of Capricorn
The southern tropic (23.5⁰ S)
Tropic of Cancer
The northern tropic (23.5⁰ N)
Latitude
The position north or south of the equator measured from 0° to 90°
Longitude
The distance of a place east or west of an imaginary line from the top to the bottom
of the Earth, measured in degrees
Climate
The general weather conditions usually found in a particular place.
What are the world's major climatic zones?
1. Equatorial - Brazil Amazon
2. Tropical - African savannah
3. Tropical Monsoon - India
4. Tropical Desert - Sahara
5. Warm temperate - mediterranean
6. Cool temperate - USA and Canada
7. Arctic - Scandanavia
8. Polar - Greenland
What are the natural hazards that tourists need to be aware of in different climates?
1. Equatorial - very hot and humid
2. Tropical - hurricanes, cyclones
3. Tropical Monsoon -monsoon rains and winds
4. Tropical Desert - very dry with bush fires
How does climate influence tourism?
Tourists like to travel when the destination has the best climatic conditions and this
will be the high/peak season
What are the effects of global warming and climate change on tourism?
1. Seaside areas face rising sea levels, sea surges, sea storms, beach erosion etc.
2. Mountain regions - shorter winter season so less snow for skiing
What are the sources of climate information about a destination?
1. Marketing brochures
2. Lonely planet books
3. Travel guides
4. Climate graphs available online
What does a perishable destination mean?
the destination can be altered through overuse, when the carrying capacity of the
destination is crossed.
Destination Outlook Scale
This is a rating given to a destination based on a number of characteristics such as
aesthetic appeal (how nice does it look), social/cultural integrity (how close is it to
how it should be) and other markers. The scale has 6 levels ranging from
catastrophic (outlook very bad) to 10 (enhanced)
Multi use (mixed use) destination
In most destinations the facilities available to tourists are also available to the local
population.
Destination awareness
A key factor in the holiday destination decision-making process. This can happen
through movies, TV, past holidays, friends, mass media, brochures and other ways
of becoming knowledgeable about a destination
What are the factors that influence a persons choice of final destination?
1. Their disposable income
2. The number of children they have
3. number of trips taken last year
4. amount of free time they have
5. their age and health
6. the cost of transport to get there
7. personal preferences
8. what they've done in the past
9. what friends and family recommend
10. what advertising and promotion they see
11. the purpose of their visit e.g.: VFR, sport, medical etc
12. Their own cultural appraisal
What is meant by cultural appraisal?
An individual's choice of destination is strongly influenced by the values and attitudes
that they are exposed to.
what is meant when they say that tourist destinations are amalgams?
at any destination there will be a series of inter-relationships btw different sub-
sectors that contribute to the overall tourist experience. There will be many tourism
products on offer. e.g.: transport, accommodation, food, tours, entertainment and
local products.
what are the products included in a destination that make it an amalgam?
1. Attractions
2. Accessibility
3. Available packages
4. Activities
5. Ancilliary services
Name some features which attract tourists to a destination?
1. Weather and climate
2. Scenery and landscape
3. Vegetation and wildlife
4. Historical/cultural attractions
5. Indoor/outdoor activities
6. accommodation options
7. Events and festivals
8. Food and drink
name the factors that strongly influence the popularity of a destination
1. Cost of accommodation and transport
2. The costs at the destination
3. Over-commercialisation
4. Crime and social promblems
5. Political stability and civil unrest
6. Terrorism
7. Positive or negative media coverage
8. Increased accessibility
9. Natural disasters
Name the ways destinations can segment their markets?
1. Backpackers
2. DINKY
3. Empty Nesters
4. Grey Market or Boomers
5. Youth Market
What is a backpacker?
A visitor, for the purpose of a holiday or special event, who stays in a backpackers'
lodge/hostel. Usually around 18-24 years of age, no children. Consider themselves
travelers not tourists. Generally well educated but very cost conscious
What does DINKY stand for?
Dual Income No Kids Yet (Younger couples between 25-35 years of age, having no
children means they are relatively well off)
What are Empty Nesters?
Parents whose children have left the family home. Between 45 and 55 years of age
generally, usually quite well educated. High disposable income
What are the Grey market/boomers?
Members of the baby boom generation in the 1950s now retired and have disposable
income from their pensions and savings
What is the Youth market?
Between 18 and 25 years of age, less well educated, lower disposable income, are
used to travelling and like to 'party' in destinations with a varied nightlife.
Name some of the different types of tourism.
1. Cultural tourism
2. Business tourism
3. Sustainable tourism
4. Medical tourism
5. Sports tourism
What is Cultural tourism?
Individuals and groups of people who travel to visit and experience things like
heritage, religion, art and customs to develop knowledge of a different community's
way of life and tradition.
What kind of things does cultural tourism include?
1. Performing arts festivals.
2. Historic sites and monuments
3. Museums
4. Arts and crafts displays
5. Religious events
6. an unusual experience of local customs and cuisines eg: The Boma in Vic Falls
What is Sustainable tourism?
Tourism that is economically, socio-culturally and environmentally sustainable. With
sustainable tourism, socio-cultural and environmental impacts are neither permanent
nor irreversible.
How do destination managers achieve sustainable tourism?
1. Welcome, involve and satisfy visitors
2. Achieve a profitable and prosperous industry
3. Involve and benefit all host communities
4. Protect and enhance the local environment
What is adventure tourism?
When people travel to a destination for thrilling activities like zip-lining or absailing
eg: Sun City
What is medical tourism?
When people travel to a destination to have a planned medical procedure eg:
operation in India
What are the types of physical features that have helped develop sport and
adventure tourism?
1. Mountain tourism- abseiling, hiking, skiing
2. Coastal tourism - diving, beach and water sports
3. Waterfall tourism -white water rafting
4. Cave tourism - black-water rafting
5. Volcano tourism
6. Island tourism
How can you extend a tourist season?
1. Mountain tourism can have hiking in summer and skiiing in Winter
2. Coastal tourism can have diving and water sports in summer and indoor activities
in winter

UNIT 3

Why is customer service important?

1. it gives positive impression to present and future clientele.
2. It keeps customers willing to come back again
3. makes customers feel like they are the number one priority.
What is customer service?
It includes all direct and indirect contact with the customer in an organisation
In what situations is customer service provided?
1. Providing information
2. Giving advice
3. Keeping records
4. Providing assistance
5. dealing with problems
What is reliability in customer service?
the ability to perform the promised service dependable and accurately
what is responsiveness in customer service?
the willingness to help customers and to give prompt service
what is assurance in customer service?
the knowledge and courtesy of employees and their ability to convey trust and
confidence when dealing with a request
what is empathy in customer service?
the caring service that is given to the customer
What is the "moment of truth?"
Every time a tourist interacts with a T&T provider. The first impression to every
guest.
Why do organizations have a Customer Service Policy?
1. Make customers feel satisfied and valued
2. makes customers what to come back
3. so that the staff know what is expected of them
what is a customer service standard?
a company's rules or guidelines that inform and shape the customer's relationship
with the business at every step throughout the customer experience
What are the types of customer service standards?
1. Operational standards
2. Competence standards
what are operational standards?
specify what must be done or said e.g.:
1. receptionist must wear me badges and make eye contact and smile
2. telephone must be answered in 3 rings
What are competence standards?
describes the action that must be taken to perform a task e.g.; How to present a
positive personal image to customers employees should:
1. always treat customers in a courteous and helpful manner
2. maintain standards for behavior and appearance
what areas of employment are there for a hotel?
1. Kitchen
2. Front Office - reception, reservations, concierge etc.
3. Housekeeping
4. Food and Beverage - banqueting and conferencing
4. Leisure and recreation - golf, gym, beach and pool
Why have T&T organization introduced team working?
1. to improve productivity
2. to improve the quality of products and services
3. to improve customer focus
4. to increase employee motivation
What is the guest cycle?
1. reservation
2. check-in
3. occupy the room
4. check-out
what must take place for a high standard of customer satisfaction to be achieved?
1. Courtesy
2. Tact
3. Diplomacy
what details are required at the check-in stage?
1. name and surname with address and tel number
2. car reg number
3. any special needs or requests
4. credit card details
5. guest signature
what customer service skills do front office or receptionist need to have at the check-
in stage?
1. create a good first impression
2. smile and welcome
3. business-like appearance
4. able to speak a foreign language will help
5. needs to have good admin skills
6. keep confidential information safe
Why do T&T organizations need to deal quickly with customer complaints?
1. because it is cheaper to retain existing customers than it is to find new ones.
2. Negative word of mouth will damage their reputation
How should we deal with complaints?
1. Listen carefully
2. apologise for the inconvenience caused
3. never argue and refer to manager if you can't help them
4. Agree on a solution with the customer
what customer service skills are needed in the T&T industry?
1. Personal presentation -grooming, cleanliness and personal hygiene
2. interpersonal skills - Communication and people skills
3. Clear speech
4. numeracy skills
5. Literacy skills
6. IT Skills
what are the barriers to communication?
1. Language problems
2. Cultural differences
3. if message is too complex
4. concentration problems
What are some of the developments in ICT in the T&T industry?
1. Computerised reservation system
2. telephones/conference calls/emails
3. The internet - websites for advertising
Why do organizations send staff for training?
1. benefits for employees - greater job satisfaction and motivation
2. benefits for customers - better service
3. Benefits for the organisation - more efficient staff, more qualified staff, better
customer retention
what are the types of training?
1. on-the-job training
2. off-the-job training
What are interpersonal skills?
Communication skills, people skills and good interaction skills with customers
Why do T&T organizations have formal customer service procedures in place?
because customer satisfaction is affected by what customers expect and so the
formal procedure helps the Hotel deliver the same consistent service that matches
customer expectations.
what procedure is a Travel Agent going to follow when handling an enquiry or
making a booking for a client?
1. what is included in the booking
2.other important info like smoking policy/events etc
3. is pre-booking of meals required?
4. give notice if restaurants likely to get fully booked
5. full details of hotel cancellation policy
6. is a deposit needed?
7. charges for additional facilities?
8. payment policy explained
Name the ways a waiter can prepare a restaurant for service (BEFORE THE
CUSTOMER ARRIVES)
1. set the tables
2. arrange the tables in 2's/4's/6's according to the booking sheet
3. Clean up after the previous table and get ready for the new table to arrive
What kinds of reference sources can travel agents use to obtain more information
about bookings/flights etc?
1. Official Airline Guide (OAG) which gives flight details for all airlines
2. Trip Advisor (online App)
3. Internet sites
4. Travel brochures
5. Timetables (Eg: train and ferries)
The benefits of computers in the travel industry?
1. Electronic supermarkets linking buyers to sellers
2. reservations can be made quickly and easily
3. brings millions of people together to a centralised market place
Ways in which computers are used to obtain information by travel agents
1. Global Distribution System - GDS
2. Computer Reservation System - CR

UNIT 4

benefits of increasing tourist accommodation at a destination

1. More tourist can stay
2. More tourists spend money
3. More profit is made to all T&T providers
Name the Travel and Tourism providers
1. Travel Agent eg: Premier Tours and Travel
2. Tour operator eg: Thomas Cook
3. Accommodation provider eg: The Cresta Hotel
4. Transport provider eg: G-Taxi
5. Tourist Attraction eg: The Valley of the Waves
6. Catering outlet eg: a restaurant
7. Entertainment venue eg: Sydney Opera House
Five types of tour operator
1. mass market tour operators
2. inbound tour operators
3. outbound tour operators
4. domestic tour operators
5. specialist tour operators eg: golf or medical
Mass market tour operators
1. popular destinations
2. carrying large volumes of tourists
3. low price and high volume
4. focus on standardised products like sand, sun and sea
Independent Tour operator
1. focus on independent travel to particular "off the beaten track" geographical areas
2. Small volumes
3. more expensive
Inbound tour operators
produce packages, bring foreign visitors to the local destination (e.g. a tour operator
in Chiang Mai sell chiang mai holidays to a tourist from America).
Outbound tour operators
selling to the local people tours in other countries (e.g. a tour operator in Chiang Mai
sells to a customer in Chiang Mai tours in Antarctic.)
Domestic tour operators
tour operator in one country selling one's tours to customers in that country (Thailand
sell Thailand tours to Thailand people)
Specialist tour operators
specialized in activities and destination (e.g. a tour operator that is selling only hotels
or golf tours)
Strategies for tour operators to make their profit?
1. Horizontal integration
2. Vertical integration
3. Economies of Scale
What are economies of scale?
Cost advantages associated with large operations
Backward integration
tour operator takes over accommodation or transport service
Forward integration
tour operator takes over a travel agent
What is meant by the inter-relationship between Travel and Tourism providers?
When one of the providers eg: a Hotel rely on another provider eg: bus or taxi
company to get the tourists to the hotel.
Components in tourism products
1. A package product
2. An independent product
3. An all-inclusive product
What does a package holiday comprise of?
1. transport (flights and shuttle to hotel)
2. Accommodation
3. other tourist services eg: tickets to Disneyland or a round of golf included
What is an independent product?
When the customer buys the product online directly from the provider eg: a rail ticket
or sightseeing tour
What is an all-inclusive product?
includes flights, accommodation, unlimited drinks, meal and activities
What is an ancillary service?
additional service offered by T&T providers beyond the main product/service
Examples of ancillary service
1. Travel insurance
2. forex exchange
3. sightseeing tours
4. car hire
5. airport transfers
6. passport and visa information
7. rail tickets
8. tickets to museums, theme parks etc.
9. guiding services
what is a guiding service?
when you pay for a guide who has experience, training and local knowledge of the
area
What are the benefits of a sightseeing tour?
1. usually in a bus with a good view
2. usually comes with a guide who gives a commentary
3. Hop-on and hop-off so you can stay a while at an attraction
4. goes directly to main tourist sites
Benefits of having a guide
1. Local knowledge
2. may offer a tour in your own language
3. has expert information about the wildlife/nature
4. knows the cultural background
What is a currency (forex) service?
Allows travellers to exchange their own currency for the currency of the destination
Problems of exchange rates cause for tour operators
a large exposure to risk because many tour operator costs are paid in foreign
currencies over extended time periods
How are consumers protected from dodgy travel agents
travel agents must be licensed (e.g. if a travel agent got license they will have more
trust because if they are a bad agent they will lose their license.)
Infrastructure
built features that serve communities' developmental & operational needs
Example of Infrastructure
roads, airports, seaports, railways, telecommunications, education, health facilities
MEDC
More Economically Developed Country (e.g. America)
LEDC
Less Economically Developed Country (e.g. Africa)
8 types of accommodation
hotel
motel
guesthouse
hostel
holiday village or camp
holiday home
visitor apartment
bed and breakfast
Hotel
at least 10 rooms with a restaurant
Motel
at least 10 rooms primarily for travelers and located next to a road.
Guesthouse
at least 5 rooms with dinning services
Hostel
simple accommodation offering dinning or cooking facilities
Holiday village or camp
tents, caravans, bungalows parking
Holiday home
fully rented to holiday makers with kitchen
Visitor apartment
rented in accommodation establishment with kitchen (condo)
Bed and breakfast
accommodation in a private house, including breakfast
Serviced accommodation
price includes a charge for cleaning, room service (meals available)
tourism products
a group of components or elements brought together to satisfy the consumer's need.
3 products/services from international 5 stars hotels for their leisure tourists
-swimming pool
-security
-cleaning services
-lobby
-restaurant
-etc
International 5 stars hotels for the needs of family visitors
-babysitting/ gymboree
-kids pool
-extra facilities
-bigger rooms
How do you measure popularity of different types of accommodation?
Occupancy rates
What is occupancy rate?
percent of beds/rooms occupied against the number of beds/rooms available
How does local transport help tourism at a destination?
1. better access to sights and hotels etc
2. allows them to get around once they have arrived by air
Name the types of public transportation
1. Taxis
2. Airport shuttles
3. Coaches and buses
4. Rapid Transport system (fast trains)
Name the types of air transportation
1. International flights
2. Regional flights
3. domestic flights
What types of services to airlines offer?
1. A scheduled service
2. A charter service
What is an airport hub?
A hub occurs where a network of airline routes pass through a major airport with
many connecting services to and from other airports eg: Dubai
What is a gateway?
the name given to any destination or main point of access to a country or region
because of its location and its transport links
What is an airline alliance?
...
Can you name the main intercontinental routes and airports?
...
Name some operating economics of air transport
full fare versus budget ('no frills')
what is government regulation/deregulation of air transport?
...

UNIT 5

What are the functions of Marketing in T&T?

1. Increased sales/profit
2. Competitive Advantage
3. Postive image
4. Customer satisfaction
what are the main marketing/promotion techniques used in T&T?
1. Market Research
2. SWOT and PEST analysis
3. Developing a marketing mix
4. Market Segmentation and targeting
Types of Market Research
primary and secondary
What is market research?
the planned process of collecting, recording, analysing and evaluating data about customers
and the market itself
What are the stages of market research?
1. Set the objectives
2. Design the research
3. Collect the data
4. Analyse the data
5. Report the results
What is primary market research?
research carried out by organizations who go out into the market to find out about customers
wants and expectations
Types of primary market research?
1. Questionnaires
2. Telephone and internet surveys
3. Exit surveys
4. Face-to-face Interviews
5. Postal surveys
6. Focus groups
What is an exit survey?
When a visitor leaves an attraction and gets asked about their opinion and experience
What is a focus group?
A discussion group led by member of staff which is used to enhance understanding and gain
in-depth knowledge of customers views about certain products
what is secondary market research?
using existing information that has been collected by a third party for a different purpose
Types of secondary market research
1. Internal - from within the organization e.g.: sales records, customer database
2. External - from outside the organisation e.g.: govt publications, trade reports and journal
articles
Problems with primary research
expensive to conduct it on your own
problems with secondary research
may not be reliable
irrelevant and outdated
what is meant by place?
1. The physical location of the destination
2. The chain of distribution -the way that you get the product to the customer
What are the factors that affect your choice of location?
1. Costs - prime locations cost money
2. Availability of premises - close to CBD etc
3. Character of area - they don't choose areas of high crime etc
4. Local and transient population -adequate infrastructure and enough people to use the
facilities
5. Adjacent facilities - what else is close by?
6. Accessibility - good rail and road networks, good parking etc.
7. Availability of staff as a source of labour
What are the channels of distribution?
1. Direct selling
2. Wholesalers
3. Retailers
4. Internet
5. Global Distribution System
What is direct selling?
when the T&T provider sells direct to customers without the use of a middleman or agent
What are the advantages of direct selling?
Cheaper for customers as the T&T provider doesn't have to pay commission
What are the disadvantages of direct selling?
The T&T provider must take sole responsibility and pay for all the marketing and promotions
themselves
What is a wholesaler?
a tour operator like Thomas Cooke will buy products directly from hotels/airlines and then
sell to travel agents (retailers) who in turn sell to customers
What are the advantages of using a wholesaler?
1. gain access to much wider customer base
2. don't have to pay for marketing and promotion
What are the disadvantages of a wholesaler?
1. very costly (customer pays for wholesaler and retailer to earn commission)
What is a retailer?
e.g.: a travel agent acts as a middleman for the T&T provider
What are the advantages of using a retailer?
1. they have shops or online methods of finding customers and selling to them
2. Customers have easy access to the retailer and get a lot of information from them
What are the disadvantages of using a retailer?
1. Commissions must be paid which can make the product more costly
What are the advantages of using the internet?
1. 24 hour access by customers
2. can get a lot of information
3. can book and pay online
4. destination and retailer can promote their product this way
5. can be cheaper to deal direct with hotel this way
What are the disadvantages of the internet
1. some customers do not have access to the internet
2. some customers want to deal with a person
What is a Global Distribution System?

UNIT 6

tourist board
an official organization that provides tourism information about travel, places of
interest, where to stay, etc. of a country/ an area
tourist information centre
providing visitors to a location with information on the area's attractions, lodgings,
maps, and other items relevant to tourism
private sector
the part of the economy that is not state controlled and is run by individuals and
companies for profit.
channels of communication
how information is passed between various departments, organisations and
customers
formal communication
organised and managed information that is shared with relevant individuals within an
organisation
informal communication
not managed nor planned information that is sent and received casually with the use
of everyday language
Accountability
Willingness to justify, take credit and blame for actions.
visitor traffic
the amount of visitors coming to a destination in a particular time
market research
The activity of gathering information about consumers' needs and preferences.
Primary Research
research done firsthand for the first time
Secondary Research
collect data from past research which has already been performed and often already
published
interactive information
...
virtual tour
...
audio tour
...
digital mapping tool
...
traffic management system
...
profitability
Company's ability to generate an adequate return on invested capital.
competitive advantage
...
unique selling point (USP)
...
corporate image
Consumer perception of a company behind a brand.
Customer Satisfaction (S)
Perception (P) - Expectancy (E)
Marketing Mix
the set of tactical marketing tools - product, price, place, and promotion - that the firm
blends to produce the response it wants in the target market
homogeneous
(adj.) of the same kind
heterogeneous
(adj.) composed of different kinds, diverse
market penetration
low price set to gain entry in the market, but prices increase as customers gain
loyalty to the product
market skimming
setting a high price for a new product, to make maximum revenue. The price is
lowered once competitors enter the market
discount pricing
offers customers reductions from the regular price so customers believe they have
picked up a bargain
variable pricing
selling the same product at different prices due to differences in seasons or in the
targeted market segment
loss leader pricing
the pricing policy of setting prices very low or even below cost to attract customers
into a store
special offers
Additional items that can be obtained as a result of purchasing an item.
e-marketing
...
point of sale
...
Public Relations
...
direct marketing
...
personal selling
...
leisure market
...
city break
...
business tourism
...
delegate
...
corporate hospitality
...
incentive travel
...
convention market
...
organisational chart
...
organisational hierarchy
...
Scale of Operation
...