trave and tourism notes

8/12/2019 Trave and Tourism Notes

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Travel and Tourism

What is tourism?

Tourism is temporary movement of people to destinations outside where they normally liveand work and their activites during their stay at these destinations

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What aretourists?

International : people from overseasDomestic : people from your own country

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What is the travel and tourism industry?

It is the whole mix of businesses and agencies that work together to serve the needs ofpeople who travel

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What is a destination?

It is the places where a !ourney finally ends

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Types of tourists

1- Leisure

2-Visiting friends and relatives (VFR)

3-Sport

4-Business (MI!)"

- Meetings

-In#entives

-onferen#es

- !$%i&itions

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"usiness tourism

' %ese #an &e %eld in a variet of venues *%i#% in#lude"-

+urpose &uilt #onferen#e #entres

,otel fa#ilities

Sports venues

ivi# &uildings

Statel %oes

.niversit and a#adei# institution fa#ilities/


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0%at #an &e doneto encourage business tourists

' %e #%oi#e of pla#e appropriate to t%e event

' ffer prootional leaflets &ro#%ures

' Range of a##oodation

' ransport transfer (to ae oving around destination easier)

' 5udio-visual and stage

' 5rrange so#ial and partners prograes to ensure visitors en6o t%edestination and *ill *ant to return

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#ethods of transport"

5ir ransport

' S#%eduled flig%ts

' %arter flig%ts

' Lo* #ost airlines

0ater ransport

' ruise s%ips

' Ferr

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Rail transport"

' 0it%in and &et*een #ountries

' !urostar #arries ore passengers &et*een London and +aris t%an all t%eairlines put toget%er

' +opular *it% independent travellers

' +er#eived to &e %assle free

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$ccomodatios:

' ,otel

' Motel

' 7uest%ouse

' ,ostel

' ,olida village or #ap

' ,olida %oe

' Visitor8s apartent

' Bed and Breafast


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%atural attractions

' Mountains

' Forests

' oastline

' Laes

' 0ater*as

' Lands#ape features

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"uilt$ttractions

' %ee pars

' Museus

' ,eritage #entres

' Sports fa#ilities

' Fail entertainent #entres

' ineas

' ultural attra#tions

' 5nial pars

' ,istori# #entres

S%opping #entres

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What can b used as a driving force to the development of adestination?

' Sports stadius

' %eatres

' Museus

Travel agenciesa#t as 9prin#iples8 for t%e suppliers of travel and tourisindustries produ#ts/

1 5irlines

2 Rail #opanies

3 ,otels

4 our operators

: ar %ire #opanies

; urren# suppliers


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< Insuran#e

= ravel &oos

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,o* an tpes ofTravel agents?

%ere are t*o tpes"-

a/ Multiples//////#%ains in various to*ns and #ities and soeties t%e areinternational

!/g/ %oas oo/

&/ Miniples/////t%ese are independent agents> t%e are not part of a national#%ain> t%e are a fe* s%ops in a spe#ifi# area/

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Tour operators

' %e are seen as produ#t &uilders

' %e offer a #oplete pa#age of flig%t> transfer and a##oodation as an allin#lusive pri#e/

' %e are designed to attra#t spe#ifi# target aret

' %e travel agents are t%e one *%o sell t%eir produ#t/

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our operators in order to stay in business and remain profitableit is

iportant t%at t%e do t%e follo*ing"

' Identif #ustoers needs and e$pe#tations

' Meet t%e #ustoers needs and e$pe#tations

' 5sse&le produ#ts a##ording to #ustoer re?uireents/

' Redu#e pri#es & negotiating and pur#%asing touris produ#ts in &ul

' Monitor t%e ?ualit of produ#ts

' Redu#e t%e riss for #onsuers

' +rovide appropriate inforation & using leaflets> aps> &ro#%ures> videos et#

' @o pre and post e$perien#e aret resear#%

' +rootion of parti#ular produ#ts and pa#ages

' oplaint %andling for &ot% #ustoers and industr providers

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What do the governments do in forming tourism policy andpromotion?

%eir ais and o&6e#tives are"

!#onoi#

' !ploent #reation /


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' In#reasing foreign #urren# earnings

' Bringing in tourists to spend one lo#all

' !#onoi# developent /

' @evelop t%e infrastru#ture /

' Iprove t%e lo#al area and #onditions for t%e lo#al people/

So#io-#ultural

' +rooting understanding &et*een #ultures of tourists and t%ose of t%e lo#als

' Iproving ?ualit of life for t%e lo#al population

' Revival ACDE of traditional a#tivities

' Festivals and #ereonies to #ele&rate #ulture and develop a 9sense of pride8to one8s o*n nation and identit

!nvironental

' Regeneration GH and #onservation of t%e &uilt and natural environent

' !nvironental iproveents of &enefit to t%e lo#al people as *ell as t%etourists

' onsuer prote#tion la*s and rules

' Fire safet la*s in %otels

' ,ealt% and food safet regulations

' opeten# standards for &us and &oat operators

' !nvironental prote#tion regulations

' International aviation and air travel regulation

&ow can travel and tourism create !obs?

@ire#tl t%roug%"

' ,otels

' Restaurants

' Jig%t#lu&s

' a$is

' Souvenir sales

Indire#tl t%roug%"

Suppl of goods and servi#es to t%e tourist related &usinesses

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What are the 'ositive (conomicimpact of tourism?

)- provide !obs*- stimulate investment +,./012- reduce poverty3- create foreign currency4- create employment5- locals sell goods to the tourists


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What are the %egative (conomicimpact of tourism?

)- the rich countries benefit from tourism more than the poor countries*- 678 of money comes from package tours goes to the hotels9 airlines and not to thelocals2- tourism development cost the government a lot of money9 this might reduce thegovernment investment in health and education

3- increase prices of goods 9 land and buildings4- countries which depend on tourism for its economy might face economic crisis if tourismwas negatively affected by recession or natural disasters5- large amount of money from tourism might leave again through leakage

What is import leakage?

Import leakage: the government has to import things for tourists costing a lot of money

What is (xport leakage?

(xport leakage: international companies invest on tourism goes take the profit back to their

countries

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What are the 'ositive environmentalimpact of tourism?

)- environmental protection*- wildlife protection

What are the %egative environmentalimpact of tourism?

)- air pollution

*- noise pollution2- land pollution3- see pollution4- endangered species

What are the 'ositive socio-culturalimpact of tourism?

)- create pride in traditions*- bring higher standard of livings2- bring improvement to the infrastructure9 transport9 health services and recreationalplaces3- bring historical preservation ;1

What are the %egative socio-culturalimpact of tourism?

)- globaliation : tourists look for well known hotels and food brands *- erosion @A,B of traditions as some locals imitate CEF tourist behavior2- culture clash9 some tourists fail to respect locals customs and traditions3- crimes like robbery GH0 and drug dealing

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Why does any government develop tourism?

)- to create employment*- to increase the income2- to develop the economy3- to increase foreign currency4- to improve the image of the country


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What does the tourist information centerprovide?

)- road maps*- information regarding shopping9 recreation places2- information regarding making business3- public transport schedule

4- leaflets5- brochures- guide books

6-Theater booking

J-Kuided sightseeing tours)7-Louvenirs F+,AMB ,F1CN

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What can a country do to develop its tourism? Kive example

DubaiOs location in the crossroad of the 2 continents P$frica9 $sia9 (uropeQ made it veryaccessible locationDubai is a duty free R+,S>1Dubai is an important trading and business centerDubai new development attracted the attention of the tourism worldDubaiOs constant innovations keeps it in the news------------------------

What are the different weather conditionsin different regions?

(uatorial countries are P"railQ : hot9 humid all yearTropical countries are P$frican LavannahQ: no cold season9 heavy rains in summerTropical monsoon PIndiaQ : no cold season9 very little rainWarm temperate P#editerraneanQ: hot summer9 cool winterUool temperate PVL$Q: hot summer9 cold winter$rctic PLcandinavianQ: harsh cold winter with snow9 cool summer with rain'olar PKreenlandQ: snow and ice all year

What are the environmental isksa tourist might encounter?

Tropical storm Phurricane9 typhoonsQ#onsoon rains#onsoon winds

Xery dry summers causes bush fires------------------

What are the measures to be taken if the destination is perishable RYZ> [\H] ?

)- constructing hard wearing paths*- repairing minor damages2- fertiliing and reseeding3- fencing

'erishability is not only to the environment it can also be to the historical places

------------------------What are the factors the influence the decision to travel?

'ast family holidays^riendsUolleagues


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familyTXîlms#ass media"rochures$dvertisementsWork trips

What are the factors which limit destination choice?Income(mployment status%umber of children$mount of free time&ealth statusUost of transport

What makes a tourist attractedto any place?

- the weather of the area

- scenery and landscape- historical attractions- indoor and outdoor activities- accommodations- events and festivals- food_drinks- entertainment places

What are the different types of Tourist attractions?

$ttractions are :

#anmade attractions%atural attractions&istorical attractionsâmily fun attraction#useumsTheme parksòosLea life centersêed the animals 9 walk amongst the batsLpecial offers such as ids Ko ^ree 9 passport tickets

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What are the factors which influence the popularity of a destination?

- cost of accommodation- cost of transport- costs at destination- crime and social problems- terrorism- natural disasters- positive or negative tourism management

- political instability

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What is Uultural tourism?


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To visit- ^estivals- &istoric sites and monuments- #useums and galleries- eligious events- $rt display-------------------

#ountain tourism:

easons for attraction:

- the climate and the clean air- the beauty of the view PsceneryQ- simple lifestyle- the opportunity to practice sports that reuire slops and winter snow

Waterfall tourism:

(g: Xictoria falls9 %iagara ^alls

$dvantages :

- outdoor leisure activities- view pleasure

Uave tourism

Xolcano tourism

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Uustomer service

What are the important things in customer service?

WelcomingKuiding$ssistingLerving

What does Uustomer service provides?

- information- giving advice- providing assistance- dealing with problems- dealing with dissatisfied customer- offering extra services

Why is customer service important?

-The welcome the tourists receive when they arrive and the uality of the service theyexperience during their stay strongly influence the memories they take away with them

- Without appropriate customer service 9 many businesses would have ceased to exist


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- With customer service 9 customers will feel satisfied so that they will want to return

What are the Uustomer services standards?

- $lways treat the customer in a nice and helpful way

- Kood appearance

- eceptionists must wear name badges and are encouraged to smile and use the guestOs

name whenever possible

- Telephones should be answered before the third ring with a greeting followed by the nameof the department

- (nsure euipments and supplies used are updated and in good order------------------

What is the importance of good training and good team work?

- it will improve productivity ,/1- it will improve the uality of the products and services- it will spread ideas------

What does &otels give as !ob opportunities?

- front office P reception9 reservation 9 guest relations Q- kitchen- engineering- uality department- human resources-------

What are the ualities of staffin the customer service or in a restaurant should have ?

- personal presentation- social skills- tolerance- telephone skills- all necessary paperwork- good personal skill is very important- ItOs important that the customer is not offended by the personOs appearance so the modeof dress and the physical appearance should match the nature of the work

- front line members of staff must have interpersonal skills

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What the things that should be included in The registration record? :

- name and surname of the guest- telephone number- address- passport number- credit card details- Kuest signature

- any special reuests---------------------

&ow to handle problems?

- it is important to listen carefully to the customer


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- one should listen carefully and keep an open mind

- staff should apologie for the inconvenience

- the guest should know that the matter will be fully investigated and put right

- staff should see the problem from the guest point of view

- staff should never argue with the customer

- If the staff canOt find a solution of the problem the issue should be referred to the manageror the supervisor

- it is always important that the customer agree with the solution

- it is vital that to make sure that what has been promised actually gets done------------------

&ow To achieve good customer service?

- always smile and greet the guests before they greet you- a guest reuest will never be no- treat all colleagues a with respect--------------

What are the ualities of receptionistsLtaff working in highly visible !ob role like9

receptionists?- Kive a good first impression is important- the ability to speak a foreign language- good administrative skills- &ave friendly and polite manner- smart- have responsible attitude- be observant- willing to help people- confident in dealing with any challenging behavior from the customers- uniforms are provided and should be clean and freshly pressed- no visible tattoo or piercing- do not use excessive perfume- hair should be clean and well kept all the times and no extreme styling--------

&ow Uommunicationcan be affect the customer service?

- language problems : such as accent- cultural differences : words can have different meaning in different cultures- complexity : if the message is too long or too technicalWhen communicating one should use the appropriate language 9 pitch and tone of voice 9pauses and silences

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What at the Vses of IUTin travel and tourism industry?

- websites are important because it allows online booking and acts as a marketing tool


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- Database aids in marketing- computer ^inance system helps in payments

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What information should be made clearto the customer in a hotel?

- information about unacceptable types of payment

- information about any fees charged for the credit cards- information about deposits if reuired- advanced warning if restaurant is to be closed- the prices for accommodations 9 meals9 serving charges9 taxes should all be clear- clear explanation for charges for additional services

What are the ualities or characteristics of an employee involved in thesellingof a product or service?

- enthusiasm , 9 honesty9 intelligence 9 friendliness

- knowledge of the product- good !udgment- effective communication- well spoken 9the use of good grammar9 vocabulary

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Why do people refrain from buying a product?

- Too expensive for them 9 however many can afford it but still donOt buy it because they arenot sure of its advantages

-They may be short of information so customer service should provide as much informationas reuired Lo being knowledgeable about the product is very important

What is a"rochure?

- a map is included to give the location of the destination- a table of what the weather conditions will be like- photographs showing the natural and built environment- brief details of the local places of interest and attractions

What isa eaflet?

-They are mini brochures to advertise for a particular product or service- they are designed to attract the eye- they provide basic details about the service or the product like the pricing9 timings andcontact details

&ow can we advertiea product?

- newspaper- direct mail- TX- radio- local and national press


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- budget will affect the choice of the ad

&ow can Internethelp in the tourism:

- should have a well designed and well maintained website- the website should be attractive 9 informative and uick to download- accurate details 9 brochures9 timetables9 photos and graphs- should be updated regularly

- subscription for email newsletter- information in different language- special offers and packages

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Window display:

- should be full of promotional offers- the signs should be large and in bold colors to attract the attention of people walking by

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&ow to announce about any service?&ow can the &otel guests will be made aware of the buffet or any service?

- in-room TX advertisement- in-room newsletter- notice in the reception- notice at the restaurant entrance- from the restaurant staff- inserted in the menu- table advertisement-----------

What are the component of any package?

$ package should include at least * of these components :

)- transport*- accommodation2- other tourist services like car rental 9 recreational services such as entrance tickets to ama!or park like Disneyland ------------

What is an Independent productPpackageQ?

- $ll the components of a holiday bought separately and directly from the provider Pusuallythrough the internetQ without a travel agent

- Independent travelers take advantage of flights with low costs and seek the best prices ofaccommodation They choose the restaurant and the visitor attraction by themselves----------------

What is an $ll inclusive package?

-It is a package in which flights 9 transfers 9 accommodations 9 meals and unlimited drinks 9snacks and activities such as kids clubs

-Uruise holidays usually are all inclusive

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What are the $ncillary services? j1 CqH>1

- $ guide is someone with experience 9 training and local knowledge of the area

- $ guide offers information about the nature 9 the history 9 the customs and the culture

---------------------------------

Who are International Tour perators?

- They are wholesalers - they work with airlines9 hotels9 tourist attractions- they get their products in large uantities - they make these products as package and sell them

What are the Types of tour operators?

There are 4 types of tour operators:

)- #ass market tour operators :

They usually offer sun9 sea9 and sand packageThey cater to very large numbers of tourists in usually popular destination

*- Inbound tour operator :

It is the type which produces package aimed at bringing overseas tourists into a destination

2- utbound tour operator :

It is for those locals who want to travel abroad as tourists It is based in the tourist country offering a holiday package to overseas destinations

3- Domestic tour operator :

They offer packages to locals to travel locally PDomestic travelQ

4- Lpecialist tour operators :


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$re operators specialied by :

- activity like skiing holidays- destination like $ustravel which is speciallied in holidays in $ustralia- transport like traveling by coach PjH>1 1+,j0Q- age group

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$ll tour operators are private sector so they are profit-seeking and need to make money tosurvive

-----------------

&ow can tour operators achieve buying power and control over suppliers ,AHq @.,z{>1| }1Hj~>1?

"y doing two things :

)- horiontal integration :

-When companies !oin together with the aim to remove competition and to increase theypurchasing power

-It is the merge ,E/>1| @1CB between companies at the same level

*- Xertical integration :

- It occurs between companies at different levels

-It means investment into the following :

accommodation and transporttravel agents

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What are The advantages of integration?

-control of price

- control of uality

- ability to reach the customer

- Integration led to increase specialiation

- development of niche operators and niche products PTailored products and services ,C{/Q-------

What are the different types of tour operators?

There are two types of tour operators:

)-#ainstream tour operators:


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What are the disadvantages of holiday package?

- the average profit made on package holiday is low not only this the tour operatorsmanage considerable risks

What are the iskstour operators encounter?

- unexpected loss of popularity of a country because of political reasons or security issues9

natural disasters

-new tourist taxes

- changing in aviation fuel costs

- changing of exchange rate :

Tour operators pay for the hotels and the flights in foreign currency

&oliday prices are advertised long before the tour operator pay to the hotels and airlines9

variations in exchange rates affect the profit the tour operators make so tour operators give

no surcharge guaranteed butin V law it should not exceed *8 increase in cost9 this

gives the customer protection from increases prices

What is the role of Tourism rganiations? What do they do?

)- improve the uality of tourism services

*- #arketing of tourism2- research marketing3- cooperate with other organiation in foreign countries4- establish tourists offices5- establish tourists information offices

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&ow do they do market research?

- data from previous seasons

- analysis of what their competitors offer

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What are the types of contractsthey do with their providers?

There are two main types of contracts or deals :

)- Kuarantee : },\

&ere the tour operator guarantees to pay for certain number of bed space

*- elease back:

$ny bed space is not sold is given back

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-----------------

'ublic transport :

It is usually neglected by the tourists because of

lack of information about the services

lack of trust based on the travelers experience of public transport in their own country

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Vnit 4

#arketing and promotion

- &igh competition in the tourism market make marketing and promotion is an important

part to stay in this industry

- They constantly find new ways to promote themselves to their customers--------------------------

What is The definition of marketing?

#arketing is the strategic business function that creates value by stimulating9 facilitatingand fulfilling customer demand

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Why has #arketing gone under enormous changesover the last three decades?

)- globaliation >>1*- massive technological changes

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&ow To achieve good marketing?

)- innovation +,/1

*-Ureating good customer services2- #arketing should comes from the thinking point of the customer Prather than beingtotally product centeredQ

3- establishing overseas information offices4- market research5- public relationships- raise awareness of the country as a tourist destination

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Why is marketing important?

-To increase the number of sales-To increase the number of customers-It helps destinations to attract more customers than their rivals - to attract previous and new customers--------


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Why is it travel and tourism industry is very competitive industry?

"ecause :

- there are many destinations with very similar attractions - there are many different providers Ptour operators 9 hoteliers 9 airline companiesQ alloffering a similar product or service------------

What is the important goal of marketing?

- Ureating a positive image of the service and the product is very important in marketing

What is the best way to satisfy a customer?

- to offer them products and services which meet their needs

- to give them the best uality and value of money for the product-----------

Why is marketing important for an organiation?

- #arketing allows the organiation to identify its position in the market for futureimprovement

- #arketing allows the organiation to identify who their competitive are

- #arketing allows the organiations to identify the specific groups of customers at whomtheir product are being targeted

Why is market esearch importantin marketing?

- esearch is important to identify exactly what the needs and the wants of the customer

- esearch is important to identify who the customers are

- #arket research definition:

#arketing research is the planned process of collecting9 recording9 analying andevaluating data about customers and the market itself-----------------

Who do market research?

arge organiations hire trained professionals to do the marketing research

ther organiations use research agency to do marketing for them

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&ow to do market research?There are 4 stages of how to do marketing research:

)- Letting Pdetermining or identifyingQ the ob!ectives *- Design the research


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2- Uollect data3- $nalye the data4- eport the results

)- Letting the ob!ectives 1CN1

means to identify the problem and to know the purpose of the research

*- Design the research:

#eans to decide which research method will be used

2- Data collecting :

&ere the research activities are taking place and carried out

3- $nalye the data:

nce the data is collected it will need to be interpreted and a statistical analysis is done

4- eport the results:

$ll the finding will be presented as well as the conclusion

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What are the types of market research?

There are * types of market research: 'rimary and secondary

)- 'rimary market research:

It is known as field research

In this type of research the travel organiation go out into the market to find out about thecustomers expectations and experiences

It could be done by The methods are :

)- uestionnaires

*- Internet survey

2- Telephone survey

3- (xit survey : carried out when the tourist leaves an attraction

4- can be done face to face ask conducting a survey at the airport or in the hotel receptionsing direct uestions

5- 'ostal survey but the respond rate is usually very poor

- ^ocus groups : a group of customers are led by a member of staff to discuss their viewof a certain product or service 9 this is usually costly and take time to organie

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*- Lecondary market research:

This is known as Desk research

It is using the existing information that has been collected by another party for a different


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purpose the data from the organiationOs own records

The data resources are either internal or external:

The internal data comes from the organiationOs own sales records or details of how often acustomer uses a particular service

The external data comes from the governmentOs data or from the trade reports or fromacademic research findings Pexample9 the ournal of Travel esearchQ

- Why is Lecondary data research is not always reliable?

because of the following reasons :

The data may be outdatedThe data may contain a biased opinionsThe data may be irrelevantThe data was carried out with a different ob!ectives in mind----------

What is ualitative and uantitative data?

ualitative data:

It is the data and information collected about customersO opinions towards a product andservices

uantitative data:

It is the data which is numerical or statistical (xamples are: freuency of visits9 number ofusers9 etc

---------------

In marketing research What is LWT $nalysis?

- It is situation analysis

- It is an abbreviation or an acronym of Ltrength- Weaknesses- pportunities- Threats

-It helps the travel organiation to identify and recognie the negative and positiveinfluences on its business

-It helps them to recognie the influences which are under their own control Pinternal

influencesQ and those which are beyond their own control Pexternal influencesQ

- Development within the travel organiation relies heavily on this LWT analysis

- if the results show that there are many weakness and threats then the travel organiationwill chaos not to increase the products and services they offer

- if the results show that a particular destination has many strengths and there are manyopportunities for the destination to develop further9 then the travel organiation willincrease their products and services to this destination

Ltudy case 9 page )66 is important

-------------------------------------


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In marketing research9 what is '(LT analysis?

- It is also a situational analysis

- It is an acronym of 'olitical- (conomic- Locial- Technological

-It helps the organiation to identify any influence on the market which are beyond theirown control

-"y understanding these influences 9 the organiation can access the risks and itsconseuences on their business

----------------------------------

What are the factors which can have conseuences and influence thebusinessof an organiation?

)-'olitical :

the travel organiations are regulated by the government so civil unrest 9 international

terrorism affect the travel and tourism industry

*-(conomic:

foreign exchange rates9 recession 9 the global economy are affect tourism

2-Locial:

Klobal 'andemic diseases [j,| 1H affect the travel and tourism industry

3-Technological:

Infrastructure development Pincluding the construction if airports 9 hotels Q is a positivetechnological influence on the tourism industry

The internet has transformed the way which travel and tourism products are marketed

Those destinations which are under-developed infrastructure will lose competitiveadvantage with those who are more technologically advanced

Ltudy case page )J7 is important --------------------------------

- Why is it importantto Ureate a brand image?

"ecause

- there are many substitutes of the product in the market

-it helps the organiation to gain competitive advantage

-----------------------------

&ow can brand image be created?

"y creating a slogan"y selling a uniue product"y being known for their low prices"y being known of their good promotions"y advertising in the TX9--------------------


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What is product range?

It means all the different types of the product

--------

What is service range? Kive examples

It is the different types of services offered

(xample9 a hotel offers an organiation basic product of accommodation 9 food and healthclub but they also may offer additional services like evening drinks 9 free Wi ^i 9 one piecelaundry for no additional cost only for members of the hotel club

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#arket Legmentation

0%at is t%e definition of #arket segmentation?

- It is the process which a target market is selected for the products and services(xample: the target market of honeymooners

What is the purpose of market segmentation?

-The purpose of this segmentation or classification is to save time and money as theprovider will target only those customers

-The travel and tourism industry uses this segmentation and the search results to build acustomer profile which gives the characteristic of a typical customer or product user

$ccording to what characteristics market segments are chosen?

)- Keographic segment :

Ulassification is based on locality or the area of the domestic and overseas customers

*- Demographic segment :

Ulassification is based in age9 gender9 ethnicity9 level of income

2- ifestyle segment :

Ulassification is based on socio-economic factors such as the level of education or theprofession and the interests ------------------------------------

What are the Different market segments?

They are 6 segments:

)- ^amily segment :

It is the most important market segment Lun9 sea9 and sand are the main features of the holiday brochures

*- Lingles segment :

It is much less publicied however it is an important one


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2- Kroups segment :

It plays an important part for transport providers and for tourists attractionsDiscounted prices are usually offered (ducational groups such as school trips are the ma!ority of this segment

3-Types of customer segment :

This segment refers to the purpose of the visit which determines the type of customer "usiness tourists 9 leisure tourists and visiting family and friends are examples They are subdivided 9 eg leisure tourists can be subdivided into honeymooners and thebusiness tourists can be subdivided into the #IU( which is #eetings9 Incentives9Uonventions and (xhibitions

4- Different age and gender segment:

This is subdivided into grey market which is the mature \, customers and the youthfulstudent market

ld people tend to select destinations in uiet locations away from the hustle and bustle ofthe large resorts

The )6-27 market tend to choose destinations with more lively life and nightlife

5- Lpecific needs:

(xamples 9 Uustomers with disabilities 9 religious needs 9 dietary needs

- Lpecial interests :

This market segment is the subdivision of the market that is difficult to categorie

(xamples are:(co tourists#edical touristsLports touristsUultural tourists

6- uality and (conomy segment:

Travel customers are usually price sensetive "ackpackers 9 students are examples but the grey market is notTour operators 9 accommodation providers and transport providers ensure that there is awide choice low cost options of accommodations9 low cost flights9 discounted rails tickets

$lso they provide the most luxurious travels 9 for example staying in the bestaccommodations such as "urg $l $rab in Dubai9 the worldOs first star hotel

------------------------------------------

What are the market segments classified according to their income and age?

)- "ackpackers:

)6-*3 yrs of age9 are very cost conscious ,>1 H < jFH

*- DI%: ,.FC j|/

*4- 24 yrs of age9 Dual income [|>1| |>1 9 no children9 relatively affluent ,jz

2- (mpty %ester:


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'arents whose children grew up and have left home9 34-44 yrs of age9 usually weOlleducated9 high disposable income

3- outh #arket:

)6-*4 yrs of age9 less well educated9 used to traveling9 like to party and live nightlife9

lower disposable income-------------------------------------------------------

#arketing #ix

Definition of marketing mix :

It is getting the right product to the right people at the right price at the right place 9 usingthe right promotional methods

----------------

What are the components of the marketing mix?

There are 3 components in the marketing mix: Pall starts with the letter 'Q

)- product*- price2- place3- promotion

'roductas the first component marketing mix:

Why is it important to improve the product as a part of marketing mix ?

)- to be known for innovation +,/1*- to develop the market in a specific destination [zj C < F, >1 > >1 1~zF },]2- to extend products into new destinations Z, ,S 10F3- to defend themselves against competitors4- to keep up with technological advances5- to imitate competitors-------

What are the different characteristics of a product and a service?

$ product classified or identified by 3 characteristics :

)- 'roducts are Tangible: are the products which be seen and hold (xample 9 a meal in arestaurant

*- 'roducts are &omogeneous,,B [. CF @,/ product: it is the products which are allstandardied (xample 9 one &ilton hotel room is the same in any country

2- 'roducts are Leparable [jEB F:

ne can distinguish between one product and another(g9 air flights and ship travel

3- 'roducts are Ltorable: that is a product which last and is not perishable


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%ow we will talk about the service:

It has the opposite characteristicsof the product:

)- Lervices are Intangible : they canOt be seen or held

*- Lervices are heterogeneous: they are not standardied 9 everyone experience the servicedifferently

2- Lervices are inseparable: example : being waited upon is inseparable part of serving ameal in a restaurant

3- Lervices canOt be stored: they are perishable 9 which means that they canOt be transferedfor use at a later date---------(xplain with examples the similarities and difference between a product and a service?

(xample : 'ackage holiday as a product has more similarities [,B with the services ratherthan with a product because of the following

%ow 'ackage holiday has 2 main components :

)- transportation*- $ccommodation2- (xcursions ,Nz/>1

$ll these 2 components have these characteristics :

- Intangible at the time of purchase

- Inseparable because you canOt separate any component out of the package

- $re not homogenous because two customers buying the same package holiday will havedifferent experience

- 'erishable because if the tour operator didnOt sell the packages all airline andaccommodation reservation will be lost and canOt be made up again

--------------------------

Kive an example of a product that depends on the service

(xample: $ room in a hotel is a product but the services provided by the hotel is important

part in the product---------------------------

&ow to develop a productto meet the needs of the customers?

- providers creat new and exciting product packages to offer to the customers

-providers try to cater to the likely needs and expectations of the specific market segment

- providers must understand the different types of the available products and to match themwith the different customers #arket research help them to achieve this

-------------What are the different Types of products?

)- 'ackage &olidays:

^or families tourists


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ôr Ulub )6-27 touristsôr groups touristsôr luxury tourists---*- Transoprt:

Depends on the$ge of the touristLpecial needs tourists"usiness or leisure tourist"udget of the touristâmily or singles------2- $ccomodation :

Depends on:âmilies or singles tourists"usiness or leisure tourists$ge of the trousersThe gender of the tourist"udgets of the touristLpecial needs tourists------3- Tourist attractions :

Depends on :âmilies or groups$geKenderLpecial interests^ree enterance-------

4- Tourist information services:

Depends on:families or singles or groups"usiness or leisure touristsLpecial interests---------------------------------------

What is a 'ackage holiday?

-It Uonsists of :Transport and $ccommodation

-ther services might be included such as : Uar rental - activities during the holiday

-Tour operators try to offer different package holidays to many destinations to meet theneeds and expectations of the customers

-The package holiday have accommodations which suit different budgets so it varies fromluxury 4 star &otels to low cost hostels or basic campsite facilities

-Different forms of transport should be available too to cater the needs of differentcustomers

----------------------------------------

"esides market researching what do to improve the products and services?

-Through the use of product life cycle

-----------------


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---------------------------

&ow do organiations distribute the products?

)- Direct selling :

-The customer obtain the product directly from the provider

-The provider is able to reduce the cost since there is no intermediaries so no commission

to be paid

-In this case the provider is fully responsible of the marketing and promotion of theirproduct

*- Wholesalers:

-Tour operators act as wholesalers by buying directly from travel and tourism principles orproviders Pairlines9 hotelsQ 9 they then sell theses products to retailers S/>1 +,SB Pthe travelagentsQ who sell them to the customers

-This is very costly for the provider Pairlines and hotelsQ because of the commission theymust pay and costly for the customer because of the added price

&owever it has its advantages because using two intermediaries enable the travel andtourism providers to gain access to more customers as more marketing will be done fortheir products

2- etailers:

Those are the travel agencies They are intermediary They get commission for selling theproducts

Lome providers own their own travel agency 9 this save the cost of commission but it limitstheir sales as it will not be widely distributed

3- Internet:

It has revolutionied the way the travel and tourism products are made available to thecustomers

4- Klobal distribution systems :

It uses centralised processes to allow tickets to be produced instantly

---------------------

What are the advantages of distributing a product through the internet?

- the customer is no longer must travel to discover what is on the market- the customer has *3 hour access from their own homes and select 9 confirm bookingwithout the need of any assistance in the process- it offers discounted prices because there is no intermediaries - some customers donOt trust to make booking through the internet for the risk of identitytheft- some customer prefer to deal directly with the travel agent for the advices and theknowledge they give

----------------------

'riceas a second part of marketing mix:


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What is the difference between price and cost?

'rice is not the same as Uost 'rice is the money paid for a service or product"ut cost is the amount of money spent to put together the product before being offered forpurchase

The organiation considers carefully the actual cost before setting the final price of aproduct

--------------------------------

- It is important to make it easy for customers to buy from the organiation - It must choose how to promote its product so that their products reach the customers------------------

What are different types of price policies?

There are J price policies

)- #arket penetration:

- it is the most common price policy

- it is used when the company want to gain entry to the market

- the company use this policy when they start a new product or new business in a verycompetitive market so what they do is that they set an artificial low price to attract thecustomer and !ust to try the product9 this is know as trial pricing The aim is to win a largecustomers and gain uick profit from high sales volume nce the product or their positionin the market is established 9 they start to give different prices 9 they use different pricingpolicy which allow the price to increase but without losing the customers ,N+,0 1 ,NC HZq /A1 }1 >1 [1+ ,Z\|H]| 1C [j+ ,N+,0 ,A ,ZB,F1C < }1Hj~> HFS>1 [AHq : ,.-------------

*- #arket skimming

- this policy is used when the product is new but the competition is low The companycharges high price attracting customers who want to be the first to buy somethingcompletely new

-Uompetitors enter the market with substitute products thus forcing the price down andmaking the product more affordable for wider range of customers +,01 @E< 1 < [1 ,AH>1 1C .>1 {BH ,A [F1C>1 < YF,>1 : ,.,>1 Hj.>1 z CG 1H/1 [, >|1 AH>1 }B }1 C >

2- Discount pricing :

- this policy is used when the product couldnOt be sold enough or when it is about it reachits expiry

(xample: discounted tickets !ust a few hours before the flight departure time

3- Xariable pricing:

- this policy is known as price discrimination- the company set different prices for different seasons They charge high prices during

peak seasons and low prices during low seasons and when the demand decreases- also the company may vary the price according to the customer type9 example 9 full priceentry tickets for adults but reduced tickets for children 9 students and the elderly

4- oss leader pricing :


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- this policy sell the product at little or no profit or even at loss- this policy gives the customer the impression that the products is cheap and encouragethem to spend on more profitable linked items at the same time as picking up the lossleader item 9thus still benefiting the company - this policy is not often used in the travel and tourism industry 1H>1 < ,G [j] j> H1 /z [| ,G [j] Cj /z 1Hq |H] : ,.

5- Lpecial offers:- it is known as promotional pricing- this policy is used to pull customers away from a rival - the policy is persuading the customer that they are receiving value for money or they aregetting something additionally free

- 'restige pricing :

- it is known as 'ermium pricing - it is based on the assumption that people associate high prices with high uality- the policy set high prices on products which have exceptional ualities and veryapplealing

6- 'rice bundling:

- known as product bundle pricing - it is pricing few items of related products into a bundle - (xample: a product bundle at a special reduced rate of bed9 breakfast and dinner at a hotelrather than the rate charged on a room only basis

,]| +,~1 [j>, C], : is to give the provider help to improve their work and this willcauses reduction in the prices

- Taxation1H\ :

-It is the opposite of subsidy

-It is the taxes imposed on travel and tourism providers


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-The providers will pass on some of the tax charges to the customer and rise the prices9this will change the customer behavior and will affect the buying power Ppeople will buylessQ

(xample : increasing taxes on cigarettes so people will buy less of them

- Lub charges:

It is the hidden charges that affect the rise of the price(xample : taxes or duty on will increase the price of the flight tickets

3- Uompetitors :

If no substitute product is available then a high price can be charged or setThis is a case of supply and demand | H] >Uompetitors imitate the product and udercut the price set by the first innovator |1 H/>1

4- ikely number of customers :

The customer always try to make sure that the product has value for money 1 .>1 =/F

'rice and uality are closely linked ^or many customers getting value for money is moreimportant than the price itself [j< 1 >1 =/F Y< },A > >, [1

5- Leasonality :

'roducts offered in high seasons are more expensive than those offered in off-peak timesIt is a case of supply and demand

- (conomic factors:

Klobal economy has an impact on the prices

ecession ,/G1 ,>1 affects tourism as people choose nearer destinations and cheaper$ccommodation In times of economic booms ,/G1 +,N1 9 people tend to spend more on holidays

-----------------------------

'laceas the third part of the marketing mix:

'lace here means the destination where the tourist will go and the place where theproviders sell their products

What are the factors that affect the organiation choice of a destination?

)- Uosts:

'rime locations cost money ands in tourism areas are expensive This will limit thechoice for the travel and tourism providers Peg hotelsQ

*- $vailability of suitable premises:

Kood locations are needed for hotels travel agents9 tourism information centers9restaurants and tourist attractions so tourism organiations do locational analysis todetermine the best sites for their services

2- Uharacter of the area:

$reas with political instability 9 high crime rates and social deprivation are not the besttourist destination Travel and Tourism providers consider the Ltandards of living and living costs in the areas


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they choose for tourism development

3- ocal and transient population :

It is important that there is easy access to local people as a work force There is also needfor transient people to make full use of the facilities being offered

4- $d!acent facilities:

Travel and tourism providers consider what else there near to a selected site for theirtourism development It is beneficial to have cafs near tourists attractions and restaurants near hotels

5- Transport links:

It is important that the place has good infrastructure 9 good roads 9 railway network 9sufficient carrying capacity to deal with unexpected number of visitors

- $vailability of staff:

it is important to have local people as a work force Lome organiation bring skilledworkforce from other countries when they first establishing in a new destination until thelocals get good training Lome organiations hire staff from different countries because of the shortage of skilledpeople in their own country

'romotionthe fourth and last part of the marketing mix:

What is The definition of 'romotion?

It is any form of done to draw attention to the product and the services

----------------

Why is marketing and promotion important? What are the main purposes ofpromotion?

-To raise awareness of the product and services

-To attract new customers to them

- to raise and maintan customer awareness of the products

- to inform customers of the productsOs futrue- to stimulate demand- to encourage sales

What are the methods of doing promotion?

)- $dversting :

- TX9 radio9 cinema 9 leading organiations usually use them- print media newspapers9 magaines9 leaflets9 small organiations usually use them- posters 9 signs

*- 'ublicity:

It is any activity that brings exposure to the product or serviceUan be done through 'ublic relationships 9 sponsorship


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2- 'oint of sale display:

(xample : advertising for local tours through display stands in hotel reception

3- 'ublic relations:

"y attending trade fairs"y holding press conferences

4- Direct marketing :

The provider makes direct contact with the customer through emails or telephones It is commonly used by hotel chains once the customer registered their detailsLpecial offer email are sent on a regular basis

5- Lales promotions :

- money off coupons Pfree entry to a theme park with one free meal when buying threemealQ R+,1A1 ,A- competitions ,H< >1 , A1- special offers Pbuy one 9 get one freeQ

- 'ersonal selling:

This is face to face communication with the customer Lelling annual memberships'romoting the use of spa in hotels

6- Xideos and the Internet:

- Vsing video clips in the internet on their own websites or other websites- Vsing Digital display at the airports 9in the tourist information centers9 in the hotel rooms

J- Trade promotions :- $ttending trade fairs such as the World Travel #arket - ^amiliariation Trips to the travel agents to increase their knowledge of a destinationwhich will have positive impact on the sales

What are the factors that are put into consideration when producingpromotion?

)- Uost:$dversting can put lots of pressure on the organiationOs budget

The organiation must select the most effective means of promotion which matches withtheir budget

*- Uampaign:

To do a campaign there are 5 stages:

- Uhoose an audience- establishing the message- selecting the suitable media- setting the timing- agreeing the budget- #easuring the results

Uhoosing a wrong audience or wrong media will make the campaign fail

2- Target market segments :


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(nsuring that the advertisement is seen by the chosen target market is important (xample 9 $dversting in ^acebook and Twitter about luxurious health spa to the youth orstudents will not succeed but to put the advertisment in the beauty and fitness magaineswill be beneficial

3- Timing:

- Lelecting the appropriate time to run a promotional campaign will ensure success - $dvertising something too far in advance of its availability may result in customers losinginterst in the product- unning the campaign too close to the expiry date may not give the customers enoughtime to buy the product

4- "rand image:

Uustomers should be able to easily identify the brand by recogniing the logo and theslogan of the brand in the advertisment

5- The $ID$ principle :

nce a promotional material had been created 9 it must be evaluated to see how successfulthe message will be To evaluate the massage thought $ID$ principle it is an acronym for

- $ttention:using bold fonts to grab the readerOs attention- Interest:using illustrations and photographs to create interst in the product- Desire: using language such as beautiful amaing to make the customer want to bethere- $ction :providing contact details 9 telephone numbers9 email address 9 website details sothe customer can take action to access the product

-----------------------------------

The positive environmental effect of tourism:

(xample :

kruger %ational 'ark In Louth $frica :

-They have a national park which protects the wildlife

- It has so many different species of trees9 reptiles9 birds and mammals -"ecause of the wildlife in this park Louth $frica9 it attracts many

tourists so they protect all these species for the visitors and this

considers one of the positive environmental effects of tourism

-------------------------

The %egative effect of tourism on the environment :

(xample :

"imini island


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-These terraces are *777 years old

-They are carved in the mountains

-They are considered eight wonder of the world

-These terraces attract many tourists as a result there is increase in

connection as more $ccommodation for the tourists are built around theplace

-The 'hilipine people perform cultural performances to satisfy the

visitors 9 these performances are staged one ^or example9 agricultural

rituals are performed in the wrong time of the year

-#any of valuable inherited items were sold to the tourists and were not

preserved

-#any wood carvings which have cultural and religious significance tothe locals were sold to the tourists and that made the locals feel that

their privacy and culture were invaded

-Tourists who go there usually are negligent or ignorant about the

traditions and moral values of the locals so some dress in inappropriate

dresses 9 like wearing bikinis in the beaches which is against the

customs of the locals

----------

Ltages of expansion of tourism :

(xample :

the #aldives :

(xploration: very small number of tourists in the year )J*

Involvement : small number of tourists manily independent travelleres in

)JJ

Development : number of visitors increases rapidly in year *777

Uonsolidation : more increase in the number of visitors

Ltagnations : the number of tourists reached a peak

Decline :if will not innovate9 the #aldives will become old fashiond

place


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------------------------------

The importance of infrastructure in trousim :

(xample ):

In $ngola :

It is one of the poorest countries in the world Uivil wars destroyed this

beautiful country but the government started infrastructure

reconstruction and development pro!ects and there are signs of

ecomnic recovery

-------------------------------

(xample *:

Uentara &otels in Thailand :

3J million were invested in the centara hotels started in *77J in

#aldives

^or divers 9 it offers excellent reefs

$dults en!oy high level of service such as:

- variety of dinning options

- pools and recreational activity

- bars and night entertainment

- spa

- and Uhildern they get kid camp from age 3 to J

$nd (-one for ages from )7 to )5

----------------------------

%ational travel organiation %T promote tourism

(xample :

&ungary

-The ministry of local government is responsible for tourism -They supervise the activites of hotels 9 sports 9 airlines

-They promote tourism through these ob!ectives:


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- building and improving the image if &ungary

- raising the awareness if the country as a tourist country

- help tourism companies to penetrate foreign and domestic markets

- public relationship and promotion in &ungary and abroad

- providing tourists information to domestic and foreign tourists

-------------------------Uulture toruism :

(xample:

ampong in "runei

-ampong is a water village where all the buildings built over "runei

river

-The government established five galleries to attract tourists

-Tourists have a chance to learn about the history 9 the traditions 9 the

arts 9 the crafts of this uniue village

-The galleries have touch screens to display information

-The galleries contain information about the history of the village

-They have live exhibition of the traditional manufacturing of of hand

woven fabrics

-This Uultual and Tourism Kallaty is a landmark in "runei

---------------------------------------

"usiness Tourism :

(xample:

Dubai

-In Dubai 9 this is a mixture if leisure and business tourism

-Dubai is a leading exhibition center in the middle easept and the world

best conference venue

-Dubai hosts more than 57 exhibitions annually as well as a lot of

conferences 9 seminars and meetings


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They have :

- Dubai chamber of commerce

- Industry conference venue

- #a!or hotel venues such as umeirah and "ur! $l $rab

- Dubai World Trade Uenter With a huge exhibition hall- Dubai airport exhibitor center

The hotel (mirate Tower was designed for business tourists to meet the

reuirments of any business event

-It has )* boardroom 9 style meeting rooms for conferences and

seminars-it has fully euipped business center which is opened *3 hours daily

- it has a ballroom which is well designed with marble flooring

- it has audio-Xisual 9 teleconferencing euipments

- there is comprehensive outdoor catering services

The business sector in Dubai cover hotel bookings 9 airport transfer 9

daily programs for tourists with multi-lingual guides They organie

business related travels with incentive programs

---------------------------

Xolcano toruism :

(xample :

Uosta ica %ational 'ark:

-It has an active volcano The entire town economy is based on volcano

tourists

-There are many hotels9 lodges9 restaurants 9 hikes and adventure

tourism activites

-The visitors go there to hear the volcano rumble and see the smoke 9

the ash and the lava-The most famous attraction there beside the -volcano is the &ot Lprings

esort and Lpa

-$t night visitors see orange streaks running down from the peak


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----------

Uoastal tourism :

(xample :

#auritius :

-It is an island in the Indian cean

-It is a volcanic and mountain island

-It is famous for its sandy beautiful beaches

-Its warm water allow round the year diving holidays

-It has an excellent coral reef for divers $n expert can guide you during

the diving

-Vnderwater there are many shipwrecks dated to the days of the pirates

-There are several enviromental issues in the beaches 9 like beach

erosion 9 pollution 9 the danger of damage to the coral reef which will

have a negative impact on the reputation of the destination as a good

diving site

----------------

#ountain toruism :

(xample :

ordan 9 'etra

-It has uniue city that is carved in the rocks dated *777 years ago

-The colors and the formation of the rocks are daling

-#otoried vehicles are not allowed in the area so visitors can take only

donkeys 9 camels 9 carriages driven by horses all are nice experince

-It is a must see attraction for those who are interested in history 9

archeology 9 culture and nature

-There are amaing archeological relics [FH1 j ,F,E Y

-There are many religious sites there There are several high places of

sacrifice to the gods in the old days

-Xisitors can climbe to this sacrifice place to have a look at this ancient

place and have a wonderful view of the city below

-------------


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Lport based tourism in mountain areas:

The Lwiss ski resorts:

-&iking9 skiing 9 snowboarding9 climbing9 bird watching 9 rafting 9

canyoning are all popular mountain sports in the alps

-#any improvement were done in these mountains to attract tourists

such as :

-ver 277 km of signposted cycle routs

-ver )7 km of signposted hiking routs-4* km of cross country runs

-)44 km of slops for skiing

-67 km of trails

- lake for water sports with children pool

--------------

Island Tourism(xample:

Dubai creek : , HS

-It is a natural see water inlet

-It was an anchore for ships

-There is as $l hor wildlife sanctuary which is a protected area9

established in )J64-It is a global important bird area It provides safe breeding for many

birds Tourists can watch the birds and the flamingos feeding in water9

-The creek has beautiful green landscape with the see water of the

$rabian gulf

-The cable car FH{j/>1 which runs parralle to the creek which offers

unrestricted view of the city from a hight of 27 mts

-Dubai creek is known for its golf and yacht club ne of the top worldgolf courts

-The creek also a home for one of the most important pro!ect which is

Dubai ^estival Uity This is a large entertainment area promoted as a


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city within a city

-Xisitors can experince the sights of the area by taking a dinner cruise

excursions

-There is a traditional village located near the creek where potters and

weavers practice traditional craves It is a place where a visitor can step

back in time and experince some the Dubai culture -The house of sheikh saeed holds a rare collection of historic

photographs 9 coins 9 stamps and documents that record DubaiOs history

-The Deira ld Lou is dubai largest Lou

-Xisitors can find variety of kitchenwares9 glasswares and textiles are

very low prices

-In the Lpice Lou9 visitors can smell the aromas of the spices 9 nutsand dry fruits and feel the DubaiOs trading past

---------

Uhapter 2 : customer service

(xample:

Uoncierge or keeper of the keys:

-This profession dates back to the medieval ^rance

-$ concierge works in the hotel lobby

- &e must have excellent knowledge of the hotel surrounding area

because they are reuired to recommend restaurants 9 theaters and

other attractions to hotel guests

-&e is in highly visible position so personal presentation is highly

important

-#any of his duties can be done by the hotel receptionist

The main duties of the concierge are:

- to handle guest messages

- to arrange reservations for dinner 9 concerts and shows

- to suggest restaurants 9 shopping locations 9 spas9 health services and

other places of interest

- to act as travel consultant

- to provide directions about local places


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- to take care of guests belongings

--------------

Klobal Distribution Lysetems in Travel and Tourism:

Worldspan :

-Is a provider of travel technology

-It offers worldwide electronic distribution of travel information 9 internet

products

-It is known as Klobal Distribution Lystem PKDLQ

-It is used by travel agents to book airline tickets 9 hotel rooms 9 rental

cars9 tour packages

---------

Labre:

It is also a global distribution system PKDLQ owned by Labre &oldi!g

group

Kalileo :

It is a Uomputer reservation system owned by Travelport

------------------

$ccommodations :

&otels

(xample:

umeirah &otels and esorts :

-It has won many awards

-The company was founded in )JJ

-Its aim is to become the leader if luxury hotels in the world

-They have )) hotels 6 of them is in Dubai

-They plan to expand their work from the gulf region to #aldives 9 VL

Xirgin Islands

-They have another )) hotels under construction

-In china 9 they will open their first hotel in Lhanghai next year


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-Their aims is to achieve luxury hotels by doing the following :

- making customers its first priority and doing their best to meet their

expectations

- they excellence in everything they do

- they provide superior innovative products and services

-$ll the staff members are expected to follow the company &allmarkswhich are the reasons of umeirah success

These &allmarks are :

- I will always smile and great our guests before they greet me

- #y first response to a guest reuest will never be no

- I will treat all colleagues with respect and integrity

The company ensure that its salaries are competitive and attracted the

top talented people

There are many benefits to every employee at this company:

- competitive salaries

- tax free salaries

- award winning $ccomodation and utilities Ponly in V$(Q

- medical cover and dental cover

- free meals at home and at work Ponly in V$(Q

- discounted $ccomodation 9 food and drinks

- social activites to ensure that the staff work in a fun enviroment

- incentives


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-It is a beautiful guesthouse in "ali

-It has 2 bedrooms 9 2 bathrooms 9 a kitchen 9 a dining room and a living

room

-nly 5 people can sleep in it It is good for families or friends

-^resh and delicious breakfast is served

----------&ostel :

(xample :

&I Thamel &ostel in %epal :

It provides budget PcheapQ $ccomodation in safe 9 clean and friendly

surroundings at good price

-----------------

Innovation in packages :

(xample:

Taste of Lpain packege:

-$ tours operator in Lpain has introduced a new package called Taste

of Lpain tour package

-The package includes return flight from %ew ork to #adrid 9 two nights

of hotel $ccomodation in #adrid and "arcelona 9 buffet breakfast each

day9 gourmet lunch and wine tasting tour of vineyards and 4 days car

rental

--------------------

"runei toruism helped to raise the standards of tour guides in

"runei :

-#any tour guides received training by professionals from all over the

world

-Tour guides act as ambassadors as they are the one explaining the

history9 the culture 9 the nature of the country

-It is important that they give the correct information and to provide

pleasant experince to the tourists

-----------


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Uurrency (xchange :

(xample:

IU( international Uurrency (xchange :

Is one of the largest currency exchange operators in the world

Their services are :

-^oreign currency exchange

-Travellers cheues

-#oney transfere

-International phone cards

-They offer commission free

-They offer buy back promise which means that the traveller will not be

-charged to exchange any unused holiday money back to their own

currency

-----------

Inbound tour operator

(xample:

#aurisun international :

-Is based in the Indian cean

-It represents all the travel agencies in the world

-Its services is to book hotels 9 organiing exciting adventures and (co

toruism in #auritius

-It consults travel agencies when creating holiday packages

-It provides service such as airport transfere 9 car hire9 guided tours9

seminars 9 (co toruism-------------

utbound tour operator :

(xample:

The Ulub holiday #editerranean :

-It was created )J47 in ^rance

-It is the first one to offer all inclusive package


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-In its first year *9277 customer were taken from ^rance to stay in tent

accommodations in the beaches of "alearics 9 doing sports activites

since the% itOs going from strength to strength as a tour operator

-It is now operating 67 holiday villages in *4 destinations

-Its customers are around )* million each year

-They started small by offering by offering holidays for single adults butscaled fast

-This rapid growth was because of the lack of compositions at this time

and the willingness of the customers to prepay for their holidays

-They had to replace the tent villages with more comfortable hotels

-They had to add couples and family

-They had to extend their sales outside ^rance

-They use direct sales method and indirect sales methods by developingrelationships with the travel agent to make their products available

around the world

------------

egulations and customer protection :

(xample:

VLT$:

-It is an association represent the tour companies in the VL$

-(very memeber has to pay ) million as a bond to be used in these

cases:

- a member go bankrupt

- a member go insolvent Punable to pay debtsQ- a member cessation of business@>1 ] GB

------

In "ritain :

$T $ir travel organiation licence :

-Is a licence issued by the civil aviation in "ritain -It protects the tourists from losing money or being stranded abroad

C HF


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-If a tour operator goes out of business 9 the U$$ ensure that the

customer doesnOt lose the money they payed or if the tourist abroad 9

they arrange for the tourist to finish the holiday and come fly them

home

-------------

nline travel agencies :

(xample:

ebookerscom:

-It is a leading (uropean online travel agency

-It is specialied in worldwide travel

-It offers wide range of travel products ver *47 airlines9 659777 hotels

&olidays9 car hire 9 and insurance

-Its headuarter is in ondon

-Uustomers visit this website because of its travel range and value and

for their expertise

-Their call center and website team have very good knowledge of travel

and that reflect on the business they do

-Lometime they offer discount up to 4 8

-It continues to grow because of its close relationship with the leading

travel suppliers which enables the to offer discounted prices

---------

ogos :

(xample

$LT$

-Leeing the logo of $LT$ 9 youOll realie this is a trustworthy agency

-It is the $merican Lociety of Travel $gents

-It is the worlds largest association of travel professionals

-It is a leading advocate for travel agencies 9 the travel industry and the

travelling tourists

----------
http://ebookers.com/http://ebookers.com/


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-It transport around 577 million passenger each year

-Its memeberes are : $ir Uanada9 $ir china 9 Louth $frican airlines9

Lingapore airways9 turkish airlines 9 VL airways 9 united airways and

Lwiss airlines

- neWorld :

Transport 224 million passenger every day and covers more than J77

destinations

Its members are british airways9 $merican $irlines 9 ordanian airlines

LkyTeam:

Is the smallest of the three

It has )2 members

It transports 263 million passengers every year

Uovers J77 destinations

Its members include air (urope 9 delta airlines 9 orean air9 air ^rance

-----------

Lea transport :

(xample:

In Indonesia 9 The `% ohor "ahru

It is a land that has a direct waterfront position

It is a leisure destination with hotel 9 shopping 9 entertainment 9 dinningand sea traveling

It has `% port which has ferry services to several international

destinations

The ferries are spacious 9 air conditioned 9 comfortable 9 and go high

speed

The facilities available in the port are:


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ake Wanaka :

Ltrength :

- uniue attractions

- world class scenery

- established ski industry

Weaknesses:

- limited direct air services

- infrastructure is under pressure to cope with toruism demands- poor level of customer service

pportunities :

- increase number of visits from domestic market

- increase level of sustainability

- develop an events calendar

Threats :

- rising costs of fuel has an impact on the air fares

- competition from other regions in %ew `ealand such as ueenstwon

------------

'(LT analysis :

India:

'olitical :

- threat of terrorism and security issues

- the goverment has low spending on tourism promotion

(conomic :


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-KD' of India

- exchange rate fluctuation

Locial:

- demographic changes : aging population travel to more adventures

destinations- trends for more sustainable tourism and healthier life style

Technological

- growth of ( tourism

- new transportation methods because airports and railway

infrastructure overloaded

-----------------

Lchool trips and children adventure holidays :

(xample

'K in V

-Is the leading provider of school trips and children adventures

-It offers outdoor education and adventures of a lifetime to children

since )J4

-It offers the best school trips and activity adventure trips in the V 9

^rance and in (urope

------------

"rand image:

(xample:

#auritius

Trouble in paradise $ new slogan for #auritius to attract the tourists

This slogan replaced the old one which was unforgettable experince -----------


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'overty tourism :

(xample

The slums of India 9 "rail and Louth $frica :

-Lometimes called poorism

-Tours will walk or drive you through an area of extreme poverty

-This kind of tourism has been rung for two decades usually uietly

without heavy promotion

-Tourists are not allowed to take photographs and the group is kept to a

maximum of five people so it doesnOt look too intrusive

-They also use guides who are very knowledgeable of the area

-The tour company gives 678 of the profit to the %K to help to alleviate

the poverty

--------------

Klobal distribution system :

(xample :

Kalileo and worldspan :

-They are aTravel suppliers and travel agencies

-They operate in )57 countries

-&ave over 59777 travel agencies

-&ave 247 airlines

-&ave ) million car rental booking annually

-$vailable in 27 languages

-&ave *5 million hotel bookings annually

-&ave 5 billion stored airfares

-ver 6J9777 hotel represent more than 2)7 hotels

---------

'romotion and marketing tools:

(xample :


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"illboards:

-They give instant message

-They can spark immediate decision

-They remind and reinforce and keep the destination of attraction in

mind

-They provide direction to people already heading to the destination

Luccess depends on :

-The location of the billboard

-The visibility

-The design

-The content-The freshness

"illboard can be viewed by thousands of travellers in a very short short

ey consider ratio for outdoor advertising :

- Uar travellers have 2 to 5 minutes to read the sign

-"illboard need to be easily understood in less than 6 seconds

-Design and content and very important

-Immediate impression is needed

-Xery short text

-Kood sight lines

-When more than one billboard on the site9 each is competing for

attention

-Too many competing billboard on the same site can mean failure to see9

read and absorb any of them

-Leasonal approach may be necessary 9 eg use the billboard during the

ski season to remind people of it to prepare and plan

@efine t%e ter 9aret segent8/

5 su&se#tion of t%e aret t%at s%ares #oon #%ara#teristi#s---------------


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@efine t%e ter 9touris &rand8/Identifi#ation of a touris organisation8s produ#ts and servi#es reating an easil re#ognisa&le &rand iage @istinguis%es aprovider aongst its #opetitors/---------------

@es#ri&e t%e aret #%ara#teristi#s of t%ese t*o stages/Introdu#tion and @e#line

Introdu#tion"

point at *%i#% t%e produ#t is ade availa&le

*ide s#ale advertising and prootion of t%e produ#t sales start to tae off %ig% #ost to organisation to attra#t interest in ne* produ#t

@e#line"

Suppl of produ#t out*eig%s deand nu&er of sales is d*indling do*n to not%ing organisation needs to ae a de#ision a&out retaining

produ#t in aret no advertising

ver #ostl to organisation

----------------

opare printed &ro#%ures *it% ele#troni# &ro#%ures (e-&ro#%ures) a fors prootional aterials *%en #ouni#ating*it% #ustoers/

' +rinted &ro#%ures#an &e taen a*a for future referen#eK e-&ro#%ures #an &ea##essed

repeatedl

' +rinted &ro#%uresin#orporate #olour iagesK e-&ro#%ures usevideo #lips and intera#tive te#%nolog to engage audien#e

'Bot%#an #ontain detailed inforation

' +rinted &ro#%ures&e#oe out of date and are e$pensive to print' ! &ro#%ures#an &e updated regularl and are not e$pensive to

#reate----------------------


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!valuate t%e fa#tors t%at touris providers ust #onsider *%enprodu#ing effe#tive prootional aterials to proote a spe#ifi#destination or event/

' #osts' target aret' tiing' &rand iage' use of 5I@5

------------------------

7ive t*o e$aples of %o* a travel organisation ig%t #reate a&rand iage/

' +rodu#t features

' +a#aging' +ri#e' +rootionadvertising' arget aret segent' S&ols> logos> slogans> #orporate #olours> unifors-----------------------

@is#uss t%e advantages and disadvantages of &randing touristdestinations/

' .se of logos and slogans to %elp esta&lis% t%e 9&rand9 of t%edestination in #ustoers8inds *ar> sunn #olours used inlogos for ari&&ean destinations> eotive language used indes#riptive slogans /

' @iffi#ult in &eing original

' %e &attle to eep t%e &rand of t%e destination &igger t%an t%e&rands of organiations *it%in t%e destination e/g/ %otel #%ains

-----------------------

!$plain t*o roles t%at organisations Bureau pla in t%e aretingpro#ess/

' raising a*areness & using areting' prootional #apaigns & using a range of edia

' #arring out aret resear#% to identif target arets

' tr to attra#t ne* #ustoers or repeat &usiness------------------------

@es#ri&e *%at is eant & t%e ter 9ulti-#entre %olida8/


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5 pa#age %olida *%i#% provides t%e opportunit to spend tie int*o or ore lo#ations----------------------

!$plain %o* touris providers in a #ountr su#% as Natar #oulddevelop a produ#tservi#e i$ to attra#t a *ider range of

#ustoers' !$tending t%e produ#t range to appeal to people fro differentin#oe levels t%e ep%asis is #urrentl on t%e lu$urious end oft%e aret> so need to #onsider a##oodation for &udgettravellers and t%e fail aret

' Bring in a range of different a#tivities to appeal to different aretsegents *ater sports> golf> %orse-riding et#/ as *ell as a#tivitiesfor oung #%ildren to attra#t t%e fail aret

' Loo at %o* e#o touris #ould &e offered to attra#t e#o-tourists

et#

----------------------

Identif and e$plain t*o reasons *% fre?uent travellers prefer touse t%e dire#t servi#es of travel suppliers8 *e&sites to ae t%eirtravel &ooings/

' to avoid paing interediaries8 servi#e fees as travel agents earn#oission fro t%e tour operators or travel prin#ipals for sellingt%eir produ#ts and servi#es t%e #ost of t%is #oission is passedonto t%e #ustoer

' suppliers proise guaranteed lo*est #ost to enti#e #ustoers to&oo dire#t-------------------

!$plain t*o pri#ing poli#ies t%at suppliers are ost liel to use for

peris%a&le travel servi#es/' dis#ount pri#ing' spe#ial offersprootional pri#ing' varia&le pri#ingpri#e dis#riination' loss leader pri#ing

--------------------

!valuate t%e range of fa#tors t%at deterine pri#ing poli#ies fortravel suppliers/' profita&ilit' su&sidies' #opetitors' #ustoers8 e$pe#tations


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' seasonalit

---------------------------

State t%ree reasons *% national governents #olle#t tourisstatisti#s/' o aid planning

' o pinpoint areas of deand on infrastru#ture' o identif e aret segents' o onitor t%e su##ess of past plans' o support poli# de#isions

------------------------------

!$plain t%ree in-flig%t servi#es t%at are provided & long-%aulinternational #arriers for t%e &enefit of &usiness #lasspassengers/' pre-tae-off #%apagne or drin to *el#oe' %ig% #a&in #re* ratio provide attentive level of servi#e' food and drin &etter ?ualit#%oi#e eet &usinesstravellers8 e$pe#tations' FOB on deand fit in *it% #ustoers8 needs' seat #ofort (*idt% and pit#%) #an *or #oforta&l/' turns into &ed a&ilit to sleep' %anging spa#e so t%e are a&le to store #lot%es or e?uipentore #onvenientl

' Internet a##ess

-------------------

!$plain t*o fa#tors t%at are liel to %ave #ontri&uted to t%eoverall de#line in visitor nu&ers to an destiantoin//

' t%e glo&al e#onoi# slup #auses de#rease of deand (1)' #%anges in #onsuer spending %a&its as t%e avoid %ig%-#ostlong-%aul travel' #opetition fro ot%er destinations soe destinations are#%eaper for siilar produ#t/-------------------

!$plain t%ree positive ipa#ts t%at t%e sale of souvenirs *ill %aveon t%e lo#al %ost #ounit/' onein#oe (1) raise standard of living (1)' *or6o& (1) lessens lo#al uneploent (1)' lo#al area ore attra#tive (1) redu#es igration or rural

depopulation (1)' preserves traditional #raft (1) lo#al sills not lost (1)' strengt%ens lo#al #ultural identit (1) in#reased visitora*arenessappre#iation (1


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----------------------

!$plain t%ree *as in *%i#% t%e 9deonstration effe#t8#an result in a negativ

trave and tourism notes

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