TOURISM SYSTEMS
TOURISM SYSTEMS
Contacting me
AJI DIVAKAR
Email: [email protected]
Write your Name and Module in the subject line.
Sub: Ms. Peng Xiaoli, DHT3 Tourism System Student (EASB).
Slides are Online
• Search= Tourism lecturer slides.
• Download
Module Delivery
• 6 Weeks, 10 Chapters
• Weeks 7-10
• Assignments and Exam Preparation
• 2 Sessions per week– Session 1 : Lecture– Session 2: Lecture + Tutorial
Exam
• 100 Marks
• 70% towards final Marks
• 3 Hours
• Section A : Multiple Choice 20 marks
• Section B : 3 Essay Questions Choose Any 2 (20 marks each)
• Section C : 3 Essay Questions Choose any 2 (20 marks each)
Assignment• 4 parts :
• Continuous Assessments (C A) – 3 MCQ Tests– Week 3, Week 6, Week 8
• Group Assignment
• Report and Presentation
• Week 8
• 4 members per group
Topic:– Destination study– Select any destination from this list.– Places of a Lifetime– Amsterdam Athens Atlanta – Barcelona Berlin (Christian2)– Boston Budapest– Buenos Aires (LiLi)– Cape Town Chicago – Dallas Dubai (CoCo) Dublin – Florence Istanbul Jerusalem
Topic:– Destination study– Select any destination from this list.– Places of a Lifetime– Las Vegas (Kobe)– London (Charles, Song Jing2) – Los Angeles – Madrid Mexico City Miami – Montreal Moscow – New York(Martin) – Paris (Sophie) Philadelphia Prague
Topic:– Destination study– Select any destination from this list.– Places of a Lifetime– Rio de Janeiro Rome – San Diego, USA (Stella) – San Francisco Seattle (Allen2)– St. Petersburg Stockholm– Toronto Vancouver (Kira)– Venice Vienna Washington, D.C.
Group Assignment • Key Tourism Statistics of this Destination
– Introduction to the destination – Visitor Arrival numbers, Tourism receipts ($), Top 5 tourism generating
regions, etc.– Present using tables and charts
• Tourism Promoters in the area– About the local NTO, Other Local agencies, Major distributors
(Tour operators), portals/websites etc.• Service Providers
– Airlines (the main airlines )– Hotels (Number of hotels (how many in each category), number of
rooms, – F&B and Cuisines
• Attractions in this destination.– Different types of attractions, natural, man made (any Theme
Parks) any major events (like F1), the numbers from those events
Assignment 1
• Presentation and Report– Use Power Point Slides– Submit Report (2000 Words + 20 Slides maximum)– Use Harvard Referencing.
– Submission : Week 7- 9
Chapter 1
Introduction to
Tourism Model
Aim
• What will you Learn today?– Tourism Definitions– Reasons for Travel– Types of Travelers– Features of Tourism Products.– Integrated Tourism Model
Hospitality/Tourism Industry
OH – 1.4
TOURISM AND TRAVELLER
Definitions of Tourism
• “…the aggregate of all businesses that directly provide goods or services to facilitate business, pleasure, and leisure activities away from the home environment”
Smith, S.L.J. (1990) Tourism Analysis,
Longman, Harlow, Essex
“…the temporary movement of people to destinations outside their normal places of work and residence, the activities undertaken during their stay in those destinations, and the facilities created to cater to their needs”.
Cook, Yale, & Marqua (2002)
UN Definitions
• UNWTO: Activities of persons traveling to and staying in places outside their usual environment for more than one night but not for more than one year for leisure, business and other purposes.
• Another common definition simply counts everyone as a tourist who travels at least 40 miles from home and stays away overnight.
UNWTO (2010)
THE MOTIVATION TO TRAVEL
• People travel for various reasons….
• Business
• Pleasure
• Visiting Family
• To Learn
• To Challenge Themselves
• And many more……
Tutorial Activity
• Investigate 3 more reasons why people travel.
– Example: Medical Tourism.– People from UK traveling to Thailand to do
minor medical procedures like dental surgery.
How to Classify Tourist?
By Purpose
Business Pleasure
Meetings
Incentives
Conventions etc
Family Holidays
Olympics
By Location Preferences
Coastal Rural Urban Mountain Lakes/River
Hawaii Scottish Highland
London Nepal Nile, Egypt
By Nature of Activity
Active Tourism Passive Tourism
Adventure Tourism
Golf Tourism
Eco Tourism
Cruise Holidays
Sight Seeing Trips
What motivates people to travel?
Motivation Theories
• Push - Pull Motivations
• Maslow’s Motivation Theory
• McIntosh, Goeldner and Ritchie (1995)
• Stanley Plog’s Motivation Theory
Foundations for Understanding Tourism Motivations (Dann 1981)
McIntosh, Goeldner and Ritchie (1995)
McIntosh, Goeldner and Ritchie (1995) • Physical Motivators:
– body and mind, health purpose, sport and pleasure.
• Cultural Motivators: – Know more about other cultures, to find out about the natives of
a country, their life style, music, art, folklore, dance etc.
• Interpersonal Motivators: – to meet new people, visit friends or relatives, and to seek new
and different experiences.
• Status and Prestige Motivators:– personal development, ego enhancement and sensual
indulgence. – for recognition and attention from others, in order to boost the
personal ego.
Maslow’s Hierarchy of Needs
Cohen's Typology The organized The individual
mass tourist mass tourist
The explorer The drifter
Cohen’s tourist typology (1974)
Organised mass tourist
Highly dependent on an ’environmental bubble’ created, supplied and maintained by the international tourism industry. Characterised by all-inclusive, fully packaged holidays. Familiarity dominates; novelty non-existent, highly controlled
Individual mass tourist
These will use the institutional facilities of the tourism system (scheduled flights, centralised bookings, transfers) to arrange as much as possible before leaving home; perhaps visiting the same sights as mass tourists but going under their own steam
Explorer The key phrase here is ’off the beaten track’ perhaps following a destination lead given by a travel article rather than simply choosing from a brochure. This type will move into the bubble of comfort and familiarity if the going gets too tough
Drifter This type of tourist will seek novelty at all costs: even discomfort and danger. They will try to avoid all contact with ’tourists’. Novelty will be their total goal; spending patterns tend to benefit immediate locale rather than large companies
Plog’s Theory
Psychocentric
• Prefer Familiar Destinations.
• Prefer Low Activity levels.
• Prefer buying complete tour packages
• Less risk taking
Allocentric
• Prefer non touristy places.
• Prefer high level of activities.
• Enjoy interacting with locals
• Enjoy taking risk .
MARKET SEGMENTATION
Definition:
“Market segmentation is a process of dividing the total market for a tourism organization or destination into groups of travellers that share common characteristics
Morrison, AM 1996
How to Segment?
• A market is all actual and potential buyers of a product or service
•Geographic Segmentation
•Demographic Segmentation
•Psychographic Segmentation
•Behavior Segmentation
Geographic Segmentation
• Dividing the market into different geographic units
– Nations– States– Regions– Counties– Cities– Neighborhoods
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Demographic Segmentation
• Dividing the market into groups based on demographic variables– Age– Gender– Income– Occupation
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Psychographic Segmentation
• Dividing buyers into different groups based on social class, lifestyle, and personality characteristics
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Behavior Segmentation
• Buyers are divided into groups based on their knowledge, attitude, and use or response to a product
• The best starting point for building market segments• Types
– Special occasion segmentation– Benefits sought– User status– Usage rate– Loyalty status– Buyer readiness stage
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Class Exercise
• ..\..\..\..\..\..\..\..\Videos\RealPlayer Downloads\VisitScotland Surprise Yourself.flv
• Whom are they targeting?
• Analyse the target segments for this advertisement.
Important
Unique Attributes of the Tourism Products
Intangibility
Temporary Ownership
Inseparability
HeterogeneityPerishability
Attributes of the Tourism Products
Intangibility
CAN’T …..TOUCH
FEELSMELL
TRY….BEFORE BUYING
Attributes of the Tourism Products
Temporary Ownership
GUEST CAN’T TAKE THE HOTEL
ROOM WITH THEM.
Attributes of the Tourism Products
InSeperability
YOU CAN’T SEPARATE SERVER AND THE SERVICE
Attributes of the Tourism Products
Heterogeneity
VARIES FROM …PEOPLE TO PEOPLE
PLACE TO PLACE
Attributes of the Tourism Products
Perishability
USE IT OR
LOSE IT
TOURISM V/S OTHER SERVICE SECTOR
• More Supply led than other.
• High Involvement and high risk product to consumers.
• Constituted partly from peoples dreams and fantasies.
Tourism System
• Leiper’s(1990) Tourism System
TouristGenerating
Area
Tourist Destination
Region Transit Route
Traveler
Travelers
Integrated Tourism Model
• Several players at several stages involved in creating the product/service mix
A Tourism Model• Dynamic and interrelated nature of tourism• The traveling public (tourists) are the focal point
(heart) of the model• Tourism promoters link the traveling public with
the suppliers of services• Tourism service suppliers provide the services that
tourists need when they travel• External forces affect all participants in tourism;
tourists, promoters and suppliers(Cooper et.al, 2006)
The Business of Tourism
• Homework: – Visit wttc.org– Key Statistics
Assignment Focus:Segmentation for your
Destination• TUTORIAL:
– What are the key segments for destination?• Geographic Segments (Top 5 target markets)
• Other Segmentations: Demographic, Psychographic
• Look at an Advertisement from the local NTO for clues.