tttg 51 travel business syllabus

8/13/2019 Tttg 51 Travel Business Syllabus

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Managing a Travel Business

Course Syllabus



IATA-University of Geneva Managing a Travel Business 2011/12

Course Overview

Travel agencies are increasingly required to develop a customer-centric culture and to deliver high

service standards during the agency-customer interface. This course helps you develop successful

leadership skills and shows you how to manage both teams and individual staff members. Understand

how travel agencies have shifted attention from the supplier to the customer, and analyze the key roles

and activities in running a travel agency business. Topics covered include:

Link between tourism and transportation

Evolution of traveler expectations

Sustainable mobility and its implications for tourism

Contributors to the success of travel agency operations

Effects of technological developments and innovation on tourism

Importance of travel sellers as distributors of travel supplier products and services

Effective management and leadership skills in the travel business

Evolution of the travel professional’s skills and qualities

Shift in balance away from traditional distribution fields

The service marketing approach, assessment of service-encounters, and loyalty-based marketing

Marketing planning as an iterative process

Learning ObjectivesImprove your understanding of the organizational structure of a travel agency, the challenges faced by

travel businesses, and the development of structured marketing strategies. Learn how to apply best

practices used by travel businesses to improve sales, and develop essential skills such as recruitment

and training, selling and negotiating, event planning, and customer service.

Course Schedule *

Day 1

09:00 - 09:45 Welcome and course introduction, assignments and assessment

09:45 - 10:30 Understanding the phenomenon of tourism

10:45 - 11:30 The nature of tourism-transport relationship, sustainable mobility, corporate socialresponsibility and its implications for travel business

11:30 - 12:15 Understanding the tourist and how they are changing




12:15 – 13:15 Lunch

13:15 – 14:45Understanding travel counselors and how they are changing, travel productsdeveloped and sold by travel agencies, technological improvements supporting travelcounselors, shift of balance in the distribution field

15:00 – 16:30 Future trends in travel business, individual in-class assignment 1

16:30 – 17:00 Day wrap-up

Day 2

08:45 - 09:00 Optional tutorial

09:00 - 09:45 Understanding the concept of effective management

09:45 - 10:30 Human resource management

10:45 – 11:30 Understanding and managing groups and teams

11:30 – 12:15 Motivating and rewarding employees

12:15 – 13:15 Lunch

13:15 – 14:45 Leadership skills and leading the team in travel business

15:00 – 16:30 Selling and negotiation skills in travel business, individual in-class assignment 2

16:30 – 17:00 Day wrap-up

Day 3

08:45 - 09:00 Optional tutorial

09:00 - 09:45 Understanding the service marketing approach and service-encounters

09:45 - 10:30 The nature of service-encounters in travel business

10:45 – 11:30 The relationship between customer value, satisfaction and loyalty

11:30 – 12:15 Marketing planning in the travel business

12:15 – 13:15 Lunch

13:15 – 14:45 Marketing mix supporting travel sales

15:00 – 16:30 Group project and team presentations

16:30 – 17:00 Evaluation, wrap-up and closing

*Subject to change




Course Preparation

You will receive the IATA “Managing the Travel Business” course textbook (7.11 Edition, Montreal-

Geneva, 2011). You are required to read the modules entitled Special-Interest Travel and Tour

Production and Meetings, Incentives, Conferences & Exhibitions before starting this course. These

modules will serve as a good resource for completing group projects and in-class assignments.

Further Reading

Charles R. Goeldner, J.R. Brent Ritchie, “Tourism: Principles, Practices and Philosophies”, John Wiley

& Sons, Inc. (10th Ed) 2006.

David Weaver, Laura Lawron, “Tourism Management”, John Wiley & Sons Australia, Ltd. (3th Ed.),

2006.

Anne Graham, Andreas Papatheodorou, Peter Forsyth, “Aviation and Tourism Implications for Leisure

Travel”, Ashgate, (1st Ed.) 2008.

Course Evaluation

20% Class participation. Requirement: knowledge of course material, participation in group discussion,

critical assessment of course content and independent completion of two in-class assignments.

30% Class presentation. Requirement: oral presentation on the group project.

50% Final paper (group project). Requirements: a written assignment on the group project and an

individual reflection of the group’s performance.

Instructor Biography

Professor Darko Prebežac is a full-time professor of Tourism Marketing Management and

Transportation Management, faculty of Economics and Business, at the University of Zagreb (Croatia),

and a visiting professor of the University of Ljubljana (Slovenia) and University of Hawai'i (USA).

He was recently appointed as Deputy (Vice) Chairman of the Supervisory Board of Croatia Airlines for a

period of four years.

View Darko’s LinkedIn Profile

http://hr.linkedin.com/pub/darko-prebe%C5%BEac/2/64a/515





tttg 51 travel business syllabus

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