TOURISM SYSTEMS

Contacting me

AJI DIVAKAR

Email: tourismlecturer@gmail.com

Write your Name and Module in the subject line.

Sub: Ms. Peng Xiaoli, DHT3 Tourism System Student (EASB).

Slides are Online

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• Search= Tourism lecturer slides.

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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.