IGCSE Resources - Travel and Tourism Guide (FINAL)

r/IGCSE Resources
Notes for Cambridge IGCSE™

Travel and Tourism (0471)
by ItsArtemis
1st edition, for examination until 2024
Version 1
Table of Contents
Page no.
Unit 1: The travel and tourism industry 2
Unit 2: Features of worldwide destinations 10
Unit 3: Customer care and working procedures 17
Unit 4: Travel and tourism products and services 23
Unit 5: Marketing and promotion 29
Unit 6: The marketing and promotion of visitor services 42

● They also include any other
UNIT 1 prepayments or payments afterwards
made for goods and services received
in the destination country.
STRUCTURE OF THE TRAVEL AND TYPES OF TOURISTS -

TOURISM INDUSTRY -
● International Tourist;
● Tourism: tourism is the temporary people from overseas.
short term movement of people to ● Leisure Tourist;
destinations outside places where people who visit somewhere for
they normally live and work, and pleasure rather than business-related
their activities during their stay at reasons. They make use of their free
these destinations. time and using their own economic
● International Tourist: refers to any resources, such as;
person travelling to a country other ● Day trippers: a person who goes on a
than the one in which he/she has journey or excursion, especially for
his/her usual residence, but outside pleasure, that is completed in one
his/her usual environment, for less day.
than 12 consecutive months and ● Overnight visitors: if his/her trip
whose main purpose of trip is other includes an overnight stay.
than the exercise of an activity ● Short break: a non-business trip of
remunerated from within the place one to three. nights duration, away
visited. from the home environment.
● Overnight Tourist: a visitor who stays ● Holiday takers: a person who is on
at least one night in a collective or holiday away from where they usually
private accommodation in the live.
country visited. ● Business Tourist; is travel undertaken
● Nationality of a Visitor: is that of the for work or business purposes, as
government issuing his/her passport opposed to other types of travel, such
or other identification document, as for leisure purposes or regularly
even if he/she normally resides in commuting between one's home and
another country. workplace, such as;
● Tourist Accommodation: refers to ● Business meetings: a meeting at
any facility that regularly or which matters of business are
occasionally provides overnight discussed, and making decisions or
accommodation for tourists. discussing company objectives and
● Occupancy Rate: refers to the operations.
proportion of the rooms or bed-places ● Sales trips: a trip (usually to another
in a collective tourism establishment country) where you visit various
that is occupied over some period of potential clients in order to promote
time, such as night, month, or year. your product and start doing business
● Duration of Stay: refers to the time with them.
spent during a visit measured from ● Conferences: a formal meeting of
the standpoint of the receiving people with a shared interest,
country or place. typically one that takes place over
● Tourism Receipts: are defined as several days.
expenditures of international inbound
visitors including their payments to NOTE: conferences are different from
national carriers for international meetings by both the duration of the event
transport. and the number of people attending!
© r/IGCSE Resources 2023 2

MICE (BUSINESS): they normally live and work, and
their activities
● Meetings: during their stay at these destinations
● Retail Travel Agents: specialise in
are defined as events designed to
selling holidays, ancillary products,
bring people together for the purpose
and to provide information;
of exchanging information, either
> insurance
from within one company or
> car hire
organisation or from a broader
> foreign currency
spectrum of people;
● Travel Agencies: perform a key role
● Incentives:
as intermediaries that provide
are the second category of this
information on destinations and tour
market segment and include travel to
packages, and enable potential
a foreign country or domestically as
clients to access this information and
part of a motivational incentive
confirm their arrangements through
scheme to increase or reward the
bookings
employee effort;
● Miniples: travel agents that have
● Conferences:
several branches. These are usually
multi-day events that have at least a
mid-sized companies. They are often
100 delegates attending the event for
regional.
the purpose of exchanging
● Multiples: has a chain of branches -
information
they are typically large organisations
note: (such a conference is termed to
with a strong high street presence.
be an international conference if 40%
Multiple travel agents did have a
of the delegates originate from
monopoly of the market for many
outside the host country);
years
● Exhibitions: ● Business Travel Agents: provide
involve the bringing together of services for business travellers. They
people for the purpose of viewing provide speed and flexibility in
products and services. making travel arrangements with
scheduled airlines etc;
THE TRAVEL AND TOURISM INDUSTRY > scheduled airlines;
> accommodation bookings.
● Travel and Tourism industry: it is the
whole mix of business and agencies KEY ASPECTS OF THE DISTRIBUTION
that work together to serve the needs PROCESS:
of people who travel;
- such as airlines
● The Principles: acting as primary
- advertising agencies
suppliers in the tourism distribution
- holiday companies, etc.
chain include transport,
accommodation, attraction, local
● Travel Agents: act as agents for a
tours, etc
variety of principles, they are the
● Tour Operators: can be seen as
suppliers of the travel and tourism's
product builders i.e., they produce a
industry;
new product by combining or
> airlines
packaging the basic products or
> rail companies
components offered by primary
> hotels
suppliers
> tour operators
● Travel Agents:
● Principles: tourism is the temporary
can be viewed as information
short term movement of people to
brokers, providing the consumer with
destinations outside places where

relevant information and booking ➔ promotion of particular products or
facilities packages, in cooperation with
● CRS/GDS Systems: suppliers;
Computerised Reservation Systems - ➔ complaint handling for both
Global Distribution Systems Cover customers and industry partners.
airline offerings as well as other
tourism relevant products such as ROLES OF SUBSECTORS -
packaged holidays and other means of
transportation; they provide the main ● Accommodation Providers: provide
links to tour operator systems and to accommodation for tourists who are
travel agents. on holiday, and is an essential part of
● Online Reservation Services: allow a tour operator's package;
customers to by-pass traditional ● Accommodation ranges from luxury 5
intermediaries and deal directly with star hotels which provide facilities
the primary suppliers to obtain and services such as:
information and make reservations > gyms
● Tour Operators: a tour operator > swimming pools
combines tour and travel components > 24hr room service
to create a package holiday. ● Licensed Accommodation: a café,
● They usually plan a transfer from the hotel, restaurant and self-catering
airport to a hotel etc; establishment licensed under the
● Packaging is the process of combining Licences (Accommodation, Catering
a number of inter-related tourism and Entertainment Establishments)
products and services that, together, Regulations.
offer a comprehensive experience for ● Hotels: is an accommodation
travellers. establishment of at least 10 rooms
that correspond to high standards and
Tour Operators Do The Following: offers dining services such as a
restaurant.
➔ identify and then meet consumers' ● Motels: is an accommodation
needs, requests, and expectations; establishment of at least 10 rooms
➔ assemble tourism products from situated near a road that is primarily
different providers according to meant for car travellers and has a
customer requirements; safe parking site.
➔ provide a co-ordinated and seamless ● Guesthouse is an accommodation
travel experience; establishment of at least 5 rooms
➔ reduce prices by negotiating and which offers dining services.
pre-purchasing tourism products in ● Hostels: is a simple accommodation
bulk; establishment for holiday, sport or
➔ issue and deliver travel study visitors that offers dining or
documentation, i.e., ticketing, cooking facilities.
vouchers, etc;
➔ assess and monitor the quality of ● Holiday Village or Camp: is an
facilities and products; establishment providing limited
➔ reduce the perceived risks for accommodation services, which has
consumers; an enclosed area for tents and/or
➔ provide appropriate information by caravans, parking sites for motor
using leaflets, maps, brochures, vehicles and/or dwelling houses,
videos, CDs, etc; (bungalows).
➔ undertake pre and post experience ● NOTE: types of accommodation can
marketing research; mean different things in different
continents:

a published timetable and operate
USA The meaning of an
(AMERICA) ‘inn’ is a hotel or a irrespective of whether there are
motel. enough passengers to make a profit or
not.
UK The meaning of an ● Advantages and Disadvantages of Air
(BRITAIN) ‘inn’ would transport:
describe a pub-style
Advantages Disadvantages
accommodation
offering bed and
Promotes Costly; it is an
breakfast.
comfort and expensive mode
quick services of transport
● Serviced accommodation: means
that members of staff are available Offers good Risky; personal
security; there’s goods can be
on the premises to provide services
less risk of theft lost during
such as cleaning, meals, room or loss transport or
service, these services are included in arrival
the price charged;
● Non-Serviced accommodation: Quick way of Passengers have
means that the sleeping travelling, a limit on the
making it baggage they
accommodation is furnished and
efficient may carry
provided on a rental basis, normally
for a unit comprising of several beds ● Water transport: the process of
such as a cottage, apartment, and moving people, goods, etc. by barge,
caravan; boat, ship, ferry or sailboat over a
● While services for the provision of sea, ocean, lake, canal, river, etc;
meals, bars, and shops may be ● Ferry companies help to link groups
available on site on a separate of islands together or to connect an
commercial basis, as in a holiday island destination to an adjacent
village, they are not included in the larger land mass.
● Advantages and Disadvantages of Water
price charged for the
transport:
accommodation.
● Holiday home: is an accommodation Advantages: Disadvantages:
establishment for holiday-makers,
Cheaper Is a more
which is rented out fully and has
time-consuming
cooking facilities transport mode
● Visitor’s apartment: is an
● Coach transport: a bus used for
accommodation establishment with
longer-distance service, in contrast to
food-preparing facilities which is
transit buses that are typically used
rented out
within a single metropolitan region.
● Bed and breakfast: means
● Often used for touring, intercity, and
accommodation services at a private
international bus service, coaches are
farm, house or apartment which
also used for private charter for
includes breakfast
various purposes.
ROLE OF TRANSPORT PROVIDERS:
● Transport provider: provides

transport for tourists to different
locations;
● Airport transport: these carriers
operate scheduled flights that run to

● Advantages and Disadvantages of Coach
Transport: delayed due to
weather
Advantages: Disadvantages: conditions
Cheaper Overcrowded It is a more It is an

flexible and expensive and
Offers beautiful Dirty and comfortable costly travel
scenery unclean way of travel mode
More storage Slow travel Offers a Baggage

space for luxurious travel restrictions may
passengers’ experience apply
luggages
● Rail transport: transport providers

● Coach Transport can be categorised which travel within a country, or to
as followed: other countries in close range.
> Private hire services; Services are scheduled, inexpensive,
> Tour and excursion operations; and more convenient.
> Transfer services.
● Car transport: a flexible and ● Advantages and Disadvantages of Rail
independent way to travel. Transport:
Advantages: Disadvantages:
● Advantages and Disadvantages of Car
Transport:
Services are Lack of
Advantages: Disadvantages: scheduled flexibility
More flexibility Can be a long Inexpensive Travel might

and freedom of travel journey take longer than
choice and exhausting expected
More privacy Can be costly Convenient way Might be dirty

of travel and unclean
Promotes Risk of theft
comfort Showcases May be
beautiful overcrowded
scenery and
● Tourists can hire cars independently landscape
through international car transport
chains;
● Catering outlets: catering facilities
● Travel agents could also be hired to
provide suitable conditions for
make a reservation for the tourists.
tourism and for satisfying tourists'
● Charter flights: mainly used by the
basic needs in any specific
package holiday industry and tour
destination or resort;
operators who make a contract with
● Catering outlets are important for
an airline for a specific route for the
they bring tourists to catering
peak holiday season;
facilities that contain historical
● Charter airlines operate on routes, or
value, etc.
to airports, where there is no
● Tourist attractions: a place of
scheduled service.
interest that tourists visit, typically
● Advantages and Disadvantages of Charter
for its inherent or an exhibited
flights: natural or cultural value, historical
significance, natural or built beauty,
offering leisure and amusement.
Offers privacy Flights can be

● Natural attraction: are named other material relating to the local
features which appeal to tourists region.
because of the nature of the ● TICs give information on a location
landform or the beauty of the with information on the area's
landscape in which the attraction is attractions, lodgings, maps, and
set, such as; other items relevant to tourism.
> lakes ● Tourist boards: the mission of
> caves National Tourism Organizations (NTOs)
> waterfalls is to increase the value of inbound
> gorges, tourism to a particular country.
> caves, etc. ● Tourist boards provide information
about the area, including
● Built attraction: these are places transportation, popular attractions,
which have been built specifically to and where to stay.
attract tourists such as; ● NTO’s do the following:
> theme parks; ● The government will identify a series
> amusement parks; of objectives and the NTO will
> aquariums, etc. facilitate a strategy for their
● Entertainment venues: these are implementation
main motivators for tourist trips and ● the NTO will exert control and
are at the core of a destination's influence from above while the local
tourism product, any place or and regional tourist board will be in
building where entertainment is the front line of delivering services to
presented, such as; the given destination's visitors.
> port stadiums;
> museums; ECONOMIC, ENVIRONMENTAL, AND
> and theatres, etc. SOCIO-CULTURAL IMPACTS ON
● Ancillary tourist services: the chain
TRAVEL AND TOURISM:
of distribution provides many
opportunities for intermediaries to
offer additional travel products and ● Economic Impacts:
services to their customers. Positive Negative
● Travel agencies generate income from Impacts: Impacts:
Bureau de change or traveller's
cheque operations; Increasing job Leakage; Import
● Travel insurance is offered by both availability leakage; Export
Leakage
tour operators and travel agencies.
This is a way for these operators to Creates income Infrastructure
earn income from the commission cost
paid by the service providers they are
representing. Tourist Economic
● Tour guiding: usually refers to the expenditure; dependency on
which tourism
activity of accompanying a group of
generates
visitors around a particular site, income to the
town, or part of a region, giving host economy
information on the history and
geography of the area, pointing out Improved tax -
items of interest, and being revenue
responsible for the group.
● Tourist Information Centres (TICs): ● Leakage: occurs when revenue
carry a wide range of promotional generated by tourism is lost to
leaflets, brochures, guide books, and outside economies.

● Import leakage: occurs when tourists
Upgraded Commodificatio
demand standards of equipment, infrastructure, n
food, and other products that the health, and
host country cannot supply. transport
● Much of the income from tourism
expenditures leaves the country again Recreational Globalisation
to pay for these imports. facilities,
restaurants, etc
● Tourism Expenditures: the total
consumption expenditure made by a - Loss of
visitor or on behalf of a visitor for authenticity
and during his/her trip and stay at and staged
destination. authenticity
- Crime
● Export leakage: occurs when
overseas investors who finance the
resorts and hotels take their profits ● Demonstration effect: the process
back to their country of origin. of local people adapting or changing
● Environmental Impacts: their own behaviour to emulate
tourists.
Positive Negative
Impacts: Impacts: ● The demonstration effect can thus
lead to the erosion of traditional
Environmental Natural habitat culture and values as the local
protection, loss, which population adopts visitor behaviour.
conservation, results in loss of ● Commodification: tourism can turn
and restoration biodiversity local cultures into commodities
of biological
wherein religious rituals, traditional
diversity
ethnic rites and festivals are reduced
Awareness of Increased to conform to tourist needs and
environment pollution, such expectations
as air, noise, and ● Globalisation: the growing
land pollution interdependence of the world's
economies, cultures, and populations,
Ensures higher Pressure on
water quality water resources, brought about by cross-border trade
in goods and services, technology,
- Increase in litter and flows of investment, people, and
and waste information.
● Tourism Carrying Capacity: the ● Loss of authenticity: the authenticity
maximum number of people that may being projected on objects or
visit a tourist destination at the same phenomena through the tourists
time, without causing destruction of themselves or travel organisations on
the physical, economic, socio-cultural the basis of expectations,
environment and an unacceptable preferences, fantasies, beliefs, etc.
decrease in the quality of visitors' ● Staged authenticity: the adaptation
satisfaction. of cultural activities or performing
● Socio-cultural impacts: shows for tourists as if they were
happening in real life.
Positive Negative ● Crime: the percentage of crime
Impacts: Impacts: increases when a large number of
Creation of Demonstration tourists are present with valuable
community effect objects on their person.
facilities and ● Adaption to tourism demands: the
services changes made to traditional crafts

and souvenirs to meet the desires of Socio-cultural:
tourists.
● Changing Attitudes: the attitude ● Promoting understanding between
toward tourism/tourists from local cultures of tourists and those of the
residents are starting to become local population;
more hostile due to the large ● Improving 'quality of life' for locals;
numbers of tourists entering the host ● Providing community facilities;
country. ● Revival of traditional activities,
● Culture Clash: a situation in which festivals, and ceremonie to celebrate
the diverging attitudes, morals, culture and develop a sense of pride
opinions, or customs of two dissimilar in one's own national/regional
cultures or subcultures are revealed. identity.
● Sex Tourism: refers to the practice of

travelling to foreign countries, often Environmental:
on a different continent, with the
intention of engaging in sexual ● Regeneration and conservation of the
activity or relationships in exchange built and natural environment;
for money. ● Stimulating environmental
● This practice predominantly operates improvements of benefit to the local
in countries where sex work is legal people and tourists.
but there are countries where laws ● National Government Policy: a broad
prohibit sex work course of action or statements of
guidance adopted by the Government
ROLE OF NATIONAL GOVERNMENTS at the national level in pursuit of
IN FORMING TOURISM POLICY AND national objectives;
PROMOTION: ● A 5 or 10 years national plan that
includes specific goals & establish
Economic: particular operational procedures and
development strategies;
● Employment creation, both direct ● The published policy will provide
and indirect; guidance by addressing the issues
● Increase in foreign currency earnings; that are central to any effort made to
● Increase in tourism; develop and sustain a tourism
● Increases money locally, adds to the industry;
multiplier effect; ● The policies will generally be found in
● Increase of income for commercial formal statements, such as laws and
operators; official documents;
● Economic development and ● Tourism policy is considered to be an
regeneration of infrastructure. area within a nation's overall
economic policy. The government will
Political: give emphasis to aspects such as;
(a) the role of tourism in the
● Enhancing the image of an area is economy;
important for LEDCs or for countries (b) control of tourism development
that have a bad reputation; (c) administration of tourism;
● Creating a regional or national (d) government support for tourism;
identity to boost morale. (e) tourism's impacts;
● National governments can exercise a
specific influence over the

development of the country's tourism ● Tourist destination features:
industry.; > A character of their own;
● In terms of planning, this involves the > Accessible location for the mass
designation of regions or areas to be market;
targeted for tourism development. > Information services, such as tourist
● Government regulation: a law that information centres;
controls the way that a business can > Accommodation and catering
operate, or all of these laws facilities;
considered together. > A range of visitor attractions,
● These laws include: including theme parks, museum,
> consumer protection laws and rules gardens and/or children’s activities
> fire safety laws in hotels area;
> health and food safety regulations > Shopping facilities for the visitor;
> competency standards for bus and > Enough parking spaces for day
boat operators visitors.
> environmental protection
regulations ● Product life cycle: is the succession
> international aviation and and air of strategies by business management
travel regulation as a product goes through its
> NTOs are ministerial bodies that life-cycle.
pursue national tourism policies and ● The conditions in which a product is
goals - they may act primarily as
sold changes over time and must be
marketing entities as well.
managed as it moves through its
● Traditional marketing activities
succession of stages.
carried out by these NTOs are:
● Marketing and promotion of the
nation and tourism destinations; MAJOR CITIES AND THEIR
● Encouraging private sector support IMPORTANCE AS TRANSPORT AND
and cooperation in promotional DESTINATION HUBS:
activities;
● Representing the country in trade ● Northern hemisphere: The northern
shows and expositions; hemisphere contains more land.
● Promoting and producing special ● Southern hemisphere: The southern
events hemisphere contains more water.
● Promoting and contracting for market ● Latitude: Indicates the distance away
research analysis; from the Equator, in both the
● Maintaining overseas tourism northern and southern hemisphere;
information offices. ● The position of any location on the
earth’s surface can be described in
terms of its latitude, measured in
UNIT 2 degrees, north or south of the
Equator.
● Longitude: Indicates a location’s
position east or west of Greenwich.
● Destination: a unique place where a
The positions relative to Greenwich
visitor spends at least one night and
are indicated by lines of longitude,
exhibits tourism products such as
measured in degrees, from 0 to 180
attractions, support services, and
East and from 0 to 180 West.
tourism resources complete with
● NOTE: for an urban area to be
defined management, physical and
classed as a major city, it simply
administrative boundaries, and a well
requires for there to be a large
known image.
population size!

● Arctic latitudes;
GLOBAL POSITIONS AND TIME ZONES: Around 66.5 degrees North and South
of the Equator.
● Greenwich Mean Time (GMT): ● Polar latitudes;
China uses a single time zone, which Anywhere between the Poles and 66.5
is eight hours ahead of Coordinated degrees North and South.
Universal Time, (UTC), this is based
on the time zone running through *Major climatic environments:
Greenwich at 0 degrees longitude;
● This can be referred to as Greenwich ● Equatorial (Brazil Amazon);
Mean Time, GMT). Hot, wet, and humid all year round.
● Tropical (African Savannah);
No cold season but summer rains.
● Daylight Savings Time: GMT is during ● Tropical Monsoon (India);
the winter months in the UK, this is No cold season but heavy summer
followed by British Summer Time, rains.
when clocks are set forward 1 hour, ● Tropical Desert (North African
until October when time is set back Sahara);
to GMT. No cold season and negligible rain.
● International Date Line (IDL): Is an ● Warm Temperate (Mediterranean);
imaginary line on the surface of the Hot dry summer, cool wet winter.
Earth opposite the Prime Meridian or ● Cool Temperate (USA/Canada
Greenwich Meridian, where the date border);
changes as one travels east or west Cold winter, hot summer, even
across it - along 180 degrees rainfall.
longitude, it mostly corresponds to ● Arctic (Scandinavia);
the time zone boundary separating Harsh cold winter with snow, and cool
-12 and +12 hours GMT summer with rain.
● Polar (Greenland);
RELATIONSHIP BETWEEN GLOBAL Snow and ice prevail for most of the
POSITION AND PHYSICAL year.
ENVIRONMENT -
Each major climatic zone may present
natural hazards;
*Climatic conditions vary with latitude:
- Tropical Storms
● Equatorial latitudes;
Hurricanes, cyclones, and typhoons
Between 5 degrees North and South
- Monsoon Rains
of the Equator.
- Monsoon Winds
● Tropical latitudes;
Anywhere between 23.5 degrees - Drought conditions in dry summers
North and South of the Equator. and subsequent danger of bushfires
● Subtropical latitudes;
Between 23.5 and approximately 30
degrees North and South Of the THE INFLUENCE OF CLIMATE ON
Equator. TOURISM -
● Temperature latitudes;
Between approximately 30 and 50 ● High season tourism: The period
degrees North and South of the when climatic conditions are at their
Equator. best will be the high season for
tourism.

● Some sources contain climatic
information and will list; NATURE OF DESTINATIONS:
> Average hours of sunshine;
> Destinations height above sea level; ● Nature of Destinations: all
This is because temperatures tend to destinations have a carrying capacity
decrease with increasing altitude! and they can be altered through
overuse, this is also known as a
CLIMATE THREATS TO TOURISM: destination being perishable.
● Perishable: this means that the
● Seaside tourism; product is time-limited and altered
Beach erosion, higher sea levels, through use.
greater damage from sea surges and
storms, and reduced water supply; Preventative methods to preserve a
destination:
● Mountain Regions;
Winter sports will diminish, the ● Constructing hard wearing,
season will shorten and opportunities user-friendly paths;
for young people to learn the sports ● Ensuring effective water drainage;
will lessen, and demand pressures on ● Carrying out regular maintenance
high altitude resorts will increase, tasks such as; clearing water gullies,
(which can cause environmental removing gravel and repairing minor
damages;
damage).
● Reducing grazer pressures;
● Resting routes; such as changing the
CLIMATIC AREAS IDENTIFIED, USING line of path when early stages of
REFERENCE SOURCES: erosion is present;
● Fertilising and reseeding;
● Fencing ; helps vegetation recover;
● There are many reference sources
● Directing people onto a preferred
that contain information about the route using physical barriers such as
climate of a destination, the walls, plants etc;
brochure being a good source of basic ● Rerouting people away from areas
information, in which it would prone to erosion, which can be
include the following: difficult - due to the path being
● A map which gives the location of the designated as Right of Way;
● Educating mountain users through
destination relative to the point of
leaflets, talks and notices;
entry, together with resort ● Managing visitor numbers by limiting
attractions; car parking or re-channelling visitor
● A table of figures indicating what the publicity to areas less likely to suffer
weather conditions will be like; damage.
● Photographs showing aspects of the
natural and built environment that ASSESSING THE IMPACTS OF TOURISM
people are likely to be interested in; BY GIVING A RATING TO THESE FACTORS
● A description of the facilities to be BELOW:
found in selected types if destination
accommodation; ● Environmental and Ecological quality;
● Brief details of local places of ● Social/Cultural integrity;
interest and attractions; ● Condition of built heritage,
● Most countries publish marketing archaeological, historic, and current
brochures and leaflets which provide structures;
detailed information such as climate, ● Aesthetic appeal, both natural and
social conditions, and currency man made;
regulations.

● The nature of tourism development: ● Sporting trips;
to what degree is it of appropriate ● Educational trips;
character? Does it benefit local ● Medical treatment trips.
people in a way that encourages ● Multiple Use: when a destination
protection of the locale? How well offers tourist facilities to the local
are tourists informed about the locale population, making the facilities of
and their proper role in it?; multiple use
● The future outlook for the destination ● General influences on destination
in terms of sustainability, taking into awareness:
account all prevailing stewardship > Past family holidays;
practices and policies. > Friends, family, and colleagues;
● These ratings are given by using the; > TV and films;
● Destination Outlook Scale: this is a > Mass media;
rating given to a destination based on > Brochures;
a number of characteristics such as > Advertisements and promotions;
aesthetic appeal (how nice does it > School/college and work related
look), social/cultural integrity (how trips.
close is it to how it should be) and ● Factors limiting destination choice:
other markers; > Amount of disposable income;
● Destination Outlook Scale Diagram: > Employment status;
> Size of household and number of
RATING: CHARACTERISTIC children;
FEATURES: > Number of trips taken last year;
> Amount of free time;
1 to 2 catastrophic; all
criteria are negative, > Age and health status;
and the outlook is bad. > Cost of transport in terms of time
and money;
3 to 4 trouble; the > Personal preferences;
destination is in serious
> Needs and wants.
trouble
● Cultural Appraisal: whereby an
5 to 6 moderate trouble; all individual’s final choice of destination
criteria is of is strongly influenced by the values
medium-negative or a
and attitudes that they are exposed
mix of negatives and
positives. to.
● Note: many tourists pay attention to
7 to 8 minor difficulties; the the press and mass media regarding a
destination has small certain destination, and this can
problems to deal with result in destinations falling in and
9 authentic; unspoiled, out of fashion.
and likely to remain so
TOURIST DESTINATIONS AS AMALGAMS:
10 enhanced; the
destination is in prime
condition ● Tourism is an amalgam of visitors’
consumption of goods and services
which include transportation,
Specialised reasons for international accommodation, food and beverage,
travel; recreation and entertainment, travel
and tour operators and local products
● Pilgrimages or other religious such as souvenirs.
journeys;

● The tourist product will be a and the more the destination is likely
combination of a series of discrete to be chosen;
elements which include the following;
● The local nature resources of the ● Destination competitiveness is
region: associated with the ability to deliver
Such as its climate, landscape, flora an experience that is more satisfying
and fauna; than that being offered by other
● The general infrastructure: destinations;
Such as roads, energy, water supply, ● Tourism development should result in
telecommunications, post offices, the ability of a destination to provide
banks, etc; social, physical, and economic
● The social and cultural benefits to the destination population
infrastructure: as well as a satisfying experience to
Such as local traditions, manners and the tourist;
customs, historical and archaeological ● The reward in meeting such a
sites, language, religion, cultural challenge will be sustainable tourism
shows; in the form of economic
● The tourist infrastructure: development, which will do the
Such as local transport, skiing sites, following;
casinos, sport sites, etc; ● Improve the quality of life of the host
● Tourist related facilities: community;
Such as major tourist goods and ● Provide a high-quality experience for
services such as accommodation, the visitor;
food, and beverages, etc. ● In the long term, maintain the quality
of the environment on which both the
IMPLICATIONS OF VIEWING local people and the visiting tourists
DESTINATIONS AS AMALGAMS; depend.
● Tourist Destination: a physical space FEATURES THAT ATTRACT TOURISTS TO

in which visitors spend at least one A DESTINATION -
night and is made up of tourism
products such as support services and
● The weather and climate of the area;
attractions, and tourism resources
● Scenery and landscape;
with physical and administrative
● Vegetation and wildlife;
boundaries that define its
● Historical and cultural attractions;
management, images/perceptions of
● Modern built attractions;
market competitiveness.
● indoor/outdoor activities;
● Different tourist destinations are well
● Accommodation options;
defined geographical regions,
● Events and festivals;
understood by visitors as unique
● Food/drink and entertainment
entities with a core of six main
facilities;
provisions;
● Accessibility and gateways in the
- Attractions
area;
- Accessibility
- Available packages
- Activities
THE FACTORS THAT INFLUENCE THE
- Ancillary services POPULARITY OF A DESTINATION -
● NOTE: The more a destination is able ➢ Cost of accommodation;

to meet the needs of tourists, the ➢ Cost of transport;
more it is perceived to be attractive ➢ Costs at destination;
➢ Tour operator promotion activity;

➢ Destination promotional activity; different tourism products and
➢ Over-commercialization; services.
➢ Crime and social problems;
● Cultural Tourism: a type of tourism
➢ Political instability and civil unrest;
activity in which the visitor's essential
➢ Terrorism; motivation is to learn, discover,
➢ Positive or negative media coverage; experience and consume the tangible
➢ Positive and negative tourism and intangible cultural
management; attractions/products in a tourism
➢ Growth in independent travel; destination.
➢ Growth in short breaks;
➢ Exclusivity;
● Cultural destinations consist of
➢ Increased accessibility;
these:
➢ Water hazard; - Performing arts, music and dance,
➢ Air hazard; festivals;
➢ Noise hazard; - Historic sites and monuments;
➢ Natural disasters. - Museums and galleries;
- Natural heritage sites;
- Art and craft displays;
REASONS WHY TOURISTS MIGHT BE - Religious events;
ATTRACTED TO A LOCATION; - More general features such as local
customs and cuisine.
● BACKPACKERS; ● Host venues consist of these:
- Purpose built conference centres;
- 18-24 years old
- Hotel facilities;
- No children
- Sports venues;
- Often take a gap year
- Civic buildings;
- Consider themselves travellers not
- Stately homes;
tourists
- University and academic institution
- Well-educated
facilities.
- Cost conscious
● DINKY; INFLUENCE OF PHYSICAL FEATURES ON

- Dual Income No Kids Yet THE OPPORTUNITIES AND CONSTRAINTS
- Between 25 - 35 years of age FOR TOURISM:
- No children, making them relatively
affluent ● Coastal Tourism: a process involving
tourists and the people and places
● EMPTY NESTERS; they visit, particularly the coastal
- Parents whose children have left the environment and its natural and
family home
- Between 45 - 55 years of age cultural resources.
- Well educated ● Mountain Tourism: a type of tourism
- High disposable income activity which takes place in a
defined and limited geographical
● GREY MARKET/BOOMERS;
space such as hills or mountains with
- Baby boom generation in the 1950s
- Retired distinctive characteristics and
- Disposable income from pension and attributes that are inherent to a
savings specific landscape, topography,
climate, biodiversity (flora and fauna)
● YOUTH MARKET;
and local community.
- 18 - 25 years of age
- Less well-educated ● Attraction of Mountain destinations:
- Lower disposable income ● The climate and clean air;
- Prefer nightlife, such as parties etc ● Varied topography;
- NOTE: Each of the mentioned ● Scenic beauty;
categories is likely to require ● Local traditions;

● ‘Simple’ lifestyles; ● Improved accessibility: the
● The opportunities to practise sports development of many adventure
that require steep slopes or winter activity sites are currently
snow. constrained due to limited access to
● Mountain activities include: suitable water, countryside, and
● Hiking; coastal sites;
● Skiing;
● Adventure activities need to be
● Snowboarding;
managed effectively to ensure that
● Climbing;
they do not cause conflict or other
● Bird-watching;
negative impacts;
● Well-being and health.
● There is a need to educate adventure
● Benefits of mountain tourism: tourists about safety;
● Improved living standards; ● Many adventure activities require
● Creates a market for products made further and improved facilities to
by local crafts workers and produced enable and support participation;
from land. ● Adventure sports can cause damage
● Island Tourism: a special form of and disruption, so events need to be
tourism that often requires specific staged in locations that have the
consideration as there are distinctive capacity to accommodate them;
characteristics of islands such as ● The adventure tourism industry has
fragile environments and historical many small scale independent
and socio-cultural aspects that can
operators so booking and information
result in unique challenges to
services need to be made more
developing a successful tourism
user-friendly to encourage growth;
destination.
● There is a need for more discrete
● Waterfall Tourism: include attractive
activities such as bungee coverage of adventure activities in
jumping,water rafting ,swimming and destination marketing.
so much more; ● Volcano Tourism: The exploration
● These activities mostly attract the and study of active volcanic and
young and adventurous crowd geothermal landforms;
however, popular waterfall ● Volcano tourism also includes visits to
destinations do provide hotels and dormant and extinct volcanic regions
smooth cruises over the waterfalls for where remnants of activity attract
those who prefer to relax. visitors interested in geological
● Cave Tourism: Many destinations heritage.
around the world have underground ● Geoparls: a unique natural area with
cave systems that have been
special geological significance and
developed into different types of
natural and cultural landscapes, and
tourist attractions;
serves the three objectives of
● Cave activities include:
conservation, education, and
● Sightseeing;
● Walking tours; sustained development.
● Black-water rafting; ● Sustainability: sustainable tourism
● Climbing. development guidelines and
management practices are applicable
KEY ISSUES THAT NEED TO BE to all forms of tourism in all types of
ADDRESSED FOR FUTURE DEVELOPMENT destinations, including mass tourism
OF ADVENTURE TOURISM; and the various niche tourism
segments. Sustainability principles
refer to the environmental,

economic, and socio-cultural aspects ● This makes it an important part of
of tourism development and suitable the value chain of clients. Each
balance must be established between industry requires different levels of
these three dimensions to guarantee customer service, but in the end, the
its long term sustainability. idea of a well-performed service is
● Therefore, sustainable tourism that of increasing revenues.
should: ● Reliability: The ability to perform the
● Make optimal use of environmental promised service dependably and
resources that constitute a key accurately.
element in tourism development, ● Responsiveness: the willingness to
maintaining essential ecological help customers and provide prompt
processes and helping to conserve the service;
natural heritage and biodiversity; ● Assurance: the knowledge and
● Respect the socio-cultural courtesy of employees and their
authenticity of the host communities, ability to convey trust and confidence
conserve their built and living in dealing with a request;
cultural heritage and traditional ● Empathy: the caring, individualised
values, and contribute to attention provided to the customer.
intercultural understanding and
tolerance; CUSTOMER SERVICES INCLUDE:
● Ensure viable, long term economic
operations, providing socio-economic ● Providing information;
benefits to all stakeholders that are ● Giving advice;
fairly distributed, including stable ● Receiving and passing on messages;
employment and income earning ● Keeping records;
opportunities, and social services to ● Providing assistance;
host communities contributing to ● Dealing with problems;
poverty alleviation. ● Dealing with dissatisfied customers;
● Role of sustainable destination ● Offering extra services.
managers: ● Moment of Truth: represents
● Welcome, involve, and satisfy occasions where a customer's
visitors; interaction is so impactful that it
● Achieve a profitable, prosperous and alters their perception of the brand.
high-quality industry;
● Involve and benefit all host DEAL WITH CUSTOMERS AND
communities; COLLEAGUES;
● Provide and enhance the local
environment. ● Customer Service Standards: a
company's rules or guidelines that
inform and shape the customer's
relationship with the business at
UNIT 3 every step throughout the customer
experience;
CUSTOMER CARE AND WORKING ● Operational Standards:
PROCEDURES - Tend to specify what has to be done
or said;
● Customer Care: the provision of ● Receptionists wear name badges and
service to customers before, during, are encouraged to smile and make
and after a purchase; eye contact with guests as they

approach the desk and use their ● Food and Beverage;
names whenever possible; Such as operational and
● Telephones should be answered administrative, conference and
before the third ring, with a greeting banqueting.
followed by the name of the hotel or ● Accounts;
the internal department. Such as finance, purchasing, cost
control, information technology.
● Competence Standards: are ● Human Resources;
designed to describe the Such as employee welfare, training,
action an individual needs to
and recruitment.
follow to perform a task
● Quality Department;
competently; they specify the
● Engineering;
‘how’;
● Leisure and Recreation;
● Always treat customers in a
courteous and helpful Such as golf, gym, marina, beach,
manner, even when in stress; and pools etc.
● Consistently maintain ● Team work: the combined action of a
standards for appearance and group, especially when effective and
behaviour; efficient;
● Ensure equipment and ● Team-working advantages and
supplies used in transactions disadvantages:
with customers are available,
up to date and in good order; Advantages: Disadvantages:
● Actively seek opportunities
for improving working Improves May initiate
relationships with customers; productivity unwanted
● Ensure that their own competition
behaviour consistently
Improves Risk of
conveys a positive image of quality of miscommunicati
the organisation to current products and ons between
and potential customers. services members
NECESSITY OF GOOD TEAM WORK AND More ideas are Reduced

shared and flexibility
TRAINING: voiced
● Job opportunities in large Improves Employees with

organisations, such as hotels; customer focus strong
personalities
● Front Office;
may dominate
Such as reception, reservations, guest the group,
relations, concierge, making others
communications. opinions feel
● Housekeeping; unwanted
Such as rooms and public areas, Quick responses Labour may be
laundry and linen rooms. to opportunities dealt unevenly,
● Sales and Marketing; and threats and giving an unfair
Such as sales, marketing, loyalty to fast-changing amount to
environments certain
club, e-marketing.
members
● Kitchen;
Such as hot kitchen, cold kitchen,
pastry, butchery, artistry.

IMPORTANCE OF COURTESY, TACT, AND PERSONAL AND INTERPERSONAL SKILLS:
DIPLOMACY:
● Interpersonal Skills: often referred
● Guest Cycle: is the complete to as people skills, social skills, or
experience that a guest goes through social intelligence.
in a hotel; ● Door Attendant/commissioner skills:
● R.R.O.C.H: > Have a friendly, approachable, and
- Reservation polite manner;
- Registration > Have a smart personal appearance;
- Occupancy > Be willing to help people;
- Check-out and History > Have a responsible and reliable
● Pre-Arrival Stage: where the hotel attitude;
creates a reservation record. > Be capable of providing a high
● Reservation records include the standard of customer service;
following; > Be observant;
- Passport number or other > Have stamina to remain standing for
identification, lengthy periods of time;
- Any special needs or requests, > Have excellent communication and
- Credit card details, organisational skills;
- Guest signature. > Be confident in dealing with any
● Occupancy Stage: this is the stage challenging behaviour from
where guests are experiencing the customers/guests;
full range of hotel services. > Be able to work well alone and in a
● Departure Stage: the guest leaves team.
the hotel having settled the account,
and a proper check out is done;
IMPORTANCE OF PERSONAL
● The check out process: PRESENTATION -
- Vacates the room;
Requirements for female and male staff
- Receives an accurate statement of
members:
the guest account and pays any
outstanding amount;
● Uniforms are provided and must be
- Returns room keys,
clean and freshly pressed;
- Leaves the hotel.
● Ladies wearing skirts must also wear
flesh-coloured tights;
PROCEDURES OF HANDLING
● Jewellery limited to wedding band for
COMPLAINTS -
men and one pair of non-dangling
earrings for women;
● Listen carefully;
● No visible tattoo or piercing;
● Keep an open mind;
● Clean, short well-cared for
● Member of staff should apologise in
fingernails;
general terms for the inconvenience
● Hair should be clean and well kept at
caused;
all times with no extreme styling;
● Let the customer know the problem is
● Do not use excessive perfume.
being investigated;
● Do not argue;
BARRIERS TO EFFECTIVE COMMUNICATION:
● Agree to the solution with the
customer. ● Language Problems: such as accent,
if one of the parties comes from a

different part of the country or > smoking policies;
abroad; > refurbishment work;
● Prejudice: the sender may have > planned functions/events;
already got preset views and is not ● Where operational policy dictates
prepared to listen; that certain facilities need to be
● Cultural differences: the receiver pre-booked, such as spa treatments,
dinner, etc, these should be
may receive the message correctly
mentioned at the time of booking;
worded but due to cultural
● Advance warning should be given if
differences take the message to have
the restaurant is to be closed or likely
a different meaning;
become fully booked soon;
● Complexity; if the message is too ● Full details of the hotel’s cancellation
long or technical, it may not be policy should be provided if there is
properly understood; one. This includes information about;
● Concentration: if the receiver has > credit cards;
his/her mind on other matters, the > changes to the booking;
message may not be properly ● Information about deposits if required
understood. should be mentioned, including
details of how the deposit is taken
AWARENESS OF APPLICATIONS OF and whether or not it is refundable
TECHNOLOGY - on cancellation;
● Clear explanation of charges
● Websites: which allows online additional services or available
booking and acts as a marketing tool. facilities including cancellation terms
● Databases: aid direct marketing; should be made available;
● Finance systems: help to streamline ● Information about any unacceptable
payments, accounts, and stock types of payment, need to be clearly
control; stated;
● Information and full details about any
BASIC PROCEDURES WHEN HANDLING fees charged for the acceptance of
credit cards should also be provided.
CUSTOMER ENQUIRIES, RESERVATIONS,
AND PAYMENTS:
SIMPLE RESERVATION FILE
PREPARATION:
● Booking service: Computer
reservation systems, or central
● Once a booking is made, the
reservation systems, are
reservation department is interfaced
computerised systems used to store
and connected with the central
and retrieve information and conduct
reservations office.
transactions related to air travel,
● The department can generate the
hotels, car rental, or other activities;
following:
● Booking services include the
> Letters of Confirmation;
following:
> Produce requests for guest deposits;
● Prospective clients are told clearly
> Handle pre-registration activities;
what is included in the prices quoted
> Daily expected arrival lists;
for accommodation, meals, and
> Occupancy and revenue forecast
refreshments, such as;
lists.
> service charges;
> taxes;
> other surcharges; SIMPLE RECEIPT ISSUED + PAYMENTS
● Other information which may have an RECORDED:
impact on the guests’ stay, such as;

● Organisations operate on a fully exchange for a promise to deliver a
automated system and the production product.
of invoices, receipts, and payment ● Revenue Target: the amount of
records can be automatically actual gross revenues, indicated on
generated at fixed points. Schedule A hereto, to be derived by
the Company from sales of its
REFERENCE SOURCES TO OBTAIN products and services to customers
INFORMATION: generated by the Agent.
● Sales volume: refers to the number
● Pamphlet: a small booklet or leaflet of units sold during a specific
containing information or arguments reporting period.
about a single subject, used for ● Qualities required of employees to
non-commercial promotion. help sell a product:
● Tariff: a tax imposed by the ● Enthusiasm;
● Honesty;
government of a country or by a
● Intelligence;
supranational union on imports or
● Initiative;
exports of goods.
● Friendliness;
● Itinerary: a schedule of events ● Knowledge of the industry and
relating to planned travel, generally product;
including destinations to be visited at ● Good Judgement;
specified times and means of ● Consistency.
transportation to move between ● Sales presentation: a talk giving
those destinations. information about a product or
● Computer Reservation Systems service that you are trying to sell,
(CRS): are computerised systems used intended to persuade people to buy it
to store and retrieve information and
conduct transactions related to air PROMOTIONAL METHODS AND THEIR
travel, hotels, car rental, or other USE:
activities.
● Global Distribution Systems (GDS): a ● Brochure: an informative paper
computerised network system owned document that can be folded into a
template, pamphlet, or leaflet;
or operated by a company that
● A map is included in most brochures,
enables transactions between travel
giving the location of the destination
industry service providers, mainly
relative to the point of entry,
airlines, hotels, car rental companies,
together with resort attractions;
and travel agencies. ● A table of climate figures indicating
● Exchange Rates: an exchange rate is what the weather conditions will be
the rate at which one currency will like;
be exchanged for another currency. ● Photographs showing aspects of the
NOTE: exchange rates vary daily! natural and built environment that
● Bureau De Change: a business where people will likely be interested in;
people can exchange one currency for ● A description of the facilities to be
another. found in selected types of destination
accommodation;
PRESENTATION AND PROMOTION OF ● Brief details of local places of
TOURIST FACILITIES: interest and attractions;
● Sale: made when a customer

undertakes to spend money in

● Advantages and Disadvantages of ● Tactical advertising: aimed at
Brochures: specific market segments and
persuades customers to buy a
product/service or to visit a
Advertising Printing expense particular place.
benefits ● Strategic advertising: a method of
creating awareness of markets, and
Time saving; Environmental of products, of developing an
less time than concerns
organisation’s identity and image.
answering a
tourist’s inquiry This method takes a long term view.
● Internet: a form of marketing and
Easy to Limited space; advertising which uses the Internet to
distribute meaning that promote products and services to
space for audiences and platform users;
show-casing ● Website features for national
products is
destinations include:
small
● Search facilities;
● Promotional leaflets: a printed sheet ● Special offers and packages
which details information of an advertised on the website;
advertising nature such as events, ● Enquiries page;
product sheets, special offers or ● Samples of the particular culture of
promotions etc; the country;
● They are carefully designed to attract ● Subscription capabilities for regular
the eye and provide basic details such email newsletters;
as prices, timings, and contact ● Information in different languages;
details. ● Virtual brochure rack;
● Itineraries that include directions,
● Advantages and disadvantages of photographs, and dining suggestions;
Promotional Leaflets: ● Online packages of activity,
Advantages: Disadvantages: sightseeing, and cultural interest;
● It is important to properly profile the
Cost effective Distribution of site with the main search engines, to
leaflets can be ensure the site appears in most
labour intensive
search results.
Visually pleasing They may be ● Window display & other in-house
and grabs the discarded if promotional methods:
attention of they are not ● Window display: involves arranging
tourists high quality products, signage, posters, and
decorations at your storefront to
Provides a lot of No long term
create a display
information impact
about products, ● In-House promotion: a system of
etc product promotion that is executed
by members of that product's firm
Targets specific - rather than an external advertising
demographics agency.
● Advertisements: a marketing
communication that employs an
openly sponsored, non-personal
message to promote or sell a product,
service or idea.

Coach and rail tickets
UNIT 4
Tickets to theme parks, theatres,
and other named attractions
IDENTIFY AND DESCRIBE TOURISM Hotel bookings

PRODUCTS;
Guidebooks and guiding services
● Inter-relationship: where individual
businesses work in partnership with ● Guiding services: someone with
other organisations in order to be experience, training, and local
successful. knowledge of the area, who will offer
● Package product: a form of product expert information about the nature,
bundling where several distinct the history, the cultural background
products are combined and sold at a and local customs associated with a
special price. specific destination.
● A package product includes at least two
of these components: ● Guiding services include;
> Transport;
Coach tours of a town
> Accommodation for at least one
night stay; Walking tour of a specific
> Car rental, transport from an attraction
airport and vice versa;
● Currency services: a licensed
> Recreational activity.
business that allows customers to
● Independent product: those who
exchange one currency for another.
make their own transportation and
● Marketing services: a form of
accommodation arrangements, and
marketing businesses that provide a
those who choose not to buy
service to their customers used to
prearranged packages, tours, or the
increase brand awareness and sales.
use of travel agents.
● All-inclusive product: a product
ROLES OF TOUR OPERATORS AND
package that includes all activities,
accommodation, and food services for
TRAVEL AGENTS:
a fixed price.
● Ancillary services: any additional International tour operators:
service offered by travel and tourism
providers beyond the main product or ● Mass market tour operator: tour
service normally associated with operators that operate in the
these types of providers. mainstream travel and tourism
industry and offer packages that
● Ancillary services include: cater to large numbers of tourists;
● Inbound tour operator: are
Travel insurance
locally-based, and they work to
Foreign exchange currency promote the destination as a whole to
interested travellers;
Excursions and sightseeing tours ● Outbound tour operator: create
packages and tours designed to allow
Car hire travellers from one country to
conveniently visit another country of
Airport transfers
their choice;
Passport and visa information ● Domestic tour operator: tour
operators who provide travel

packages and tours within a tourist's NATURE OF TOUR OPERATORS:
native country;
Stages of putting a package/tour together:
● Specialist tour operator: plans
unique travel packages for niche ● Research and Planning:
clientele, by destination, activity, Product managers will focus on a
theme, transport, and age group. selection of resorts, choice of
accommodation and selection of
Operating characteristics of tour departure airports aimed at
operators: particular market segments.
● Estimation of the number of
● Horizontal integration: refers to a customers;
situation when companies join Tour operators will estimate the
together with the aim to remove amount of customers requiring the
competition, to increase economies products in order for the capacity of
of scale, and to increase their the package to be calculated.
purchasing power; ● Market Research;
NOTE: horizontal integration occurs To determine the requirements of the
with mergers at the same level in the potential market as precisely as
tourism distribution or supply chain. possible.
● Vertical integration: refers to an ● Negotiation with providers
expansion strategy where one This role is often carried out by
company takes control over one or senior managers within the
more stages in the production or organisation as it will result in
distribution of a product. contracts being drawn up.
● Backward integration: a form of These negotiations include:
vertical integration in which a - agreements on price, quantity and
company expands its role to fulfil quality.
tasks formerly completed by ● Selling the package;
businesses up the supply chain. The appropriate price for the package
● Forward integration: a business is set and this starts the beginning
strategy that involves a form of process of marketing and selling the
downstream vertical integration finished product;
whereby the company owns and ● Many tour operators incorporate the
controls business activities that are same accommodation in their
ahead in the value chain of its packages, henceforth there are three
industry, main types of contracts used in these
● The operating characteristics of ‘deals’.
mainstream and independent tour ● Commitment/guarantee: this is
operators: where the tour operator guarantees
Mainstream Independent to pay for a certain number of bed
Tour Operators: Tour Operators: spaces.
● Allocation/release back: a number of
High volumes of Relatively small bed spaces is agreed but any bed
tourists volumes of
space not sold by an agreed date is
tourists
‘given back’ to the accommodation
provider to be sold elsewhere.
● Ad hoc: an arrangement where the
tour operator agrees on a discounted
rate with the hotelier and makes the
bookings as and when required.

● The main components affecting tour ● Consumer protection: the practice
operators prices: of safeguarding buyers of goods and
1. Peak pricing (seasonality): a form of services, and the public, against
congestion pricing where customers unfair practices in the marketplace.
pay an additional fee during periods Consumer protection measures are
of high demand; often established by law.
2. Peak pricing is most frequently ● Legislation: the process or product of
implemented by utility companies, enrolling, enacting, or promulgating
which charge higher rates during law by a legislature, parliament, or
times of the year when demand is the analogous governing body.
highest.
3. Off-peak pricing (seasonality): prices
are lessened due to the drop of RETAIL TRAVEL AGENTS:
demand and tourism.
4. Flight times: customers prefer to fly ● Retail Travel Agent: agents who sell
during the day or during the night, travel services directly to customers
there is a policy that keeps all the and act on their behalf to book and
holiday prices down. purchase holiday packages, travel,
5. Single room and other accommodation, and more.
accommodation supplements: most ● Principles: any individual or
tour operators’ contracts with hotels corporate entity in the travel industry
and apartment owners are based on a contracting with consumers to
price per room, whilst their brochure organise or provide a facility or
holidays are sold price per person, as service;
a result, the per person price for a ● A travel agent acts as the
single traveller includes the whole intermediary between the customer
room cost. and the tour operator or the
principals.
TOUR OPERATORS AND EXCHANGE ● NOTE: travel agents do not act
exactly the same as other retailers.
RATES:
They do not necessarily ‘buy-in’ stock
in advance to sell on to customers;
● A high proportion of the costs
● Instead, they tend to react to the
incurred by tour operators is paid in
demands of the customers and
foreign currency, as holiday prices are
contact the suppliers, on the behalf
advertised a long time before the
of the customer, to seek out the
tour operator has to pay hotels,
availability of the desired product.
airlines, etc, variations in exchange
rates could have a major impact on
Services/products offered by travel agents;
the profit a tour operator makes.
● No surcharge guarantee: prohibits
● Short breaks;
merchants from charging higher
● Cruise holidays;
prices to consumers who pay by card
● Flights, coach, rail, and ferry
instead of other means.
bookings;
● Exchange rate: the rate at which one
● Accommodation bookings;
currency will be exchanged for
● Travel insurance;
another currency.
● Theatre bookings;
● Car hire;
TOUR OPERATORS AND CONSUMER ● Excursions and entrance tickets to
PROTECTION: tourist attractions;
● Foreign exchange;
● Passport and visa applications;

● Airport parking; ● This includes basic facilities such as,
● Information on health requirements. > services and installations;
> utilities, (power supplies, water,
TRAVEL AGENCY APPOINTMENTS: sewage etc);
> roads;
● Travel agents may create an > telecommunications;
agreement between themselves and > education;
tour operators in order to sell the > and health facilities.
packages offered by the tour
operator; TYPE AND RANGE OF ACCOMMODATION
● These agreements set out the policies AVAILABLE:
and procedures that the travel agent
should follow, in relation to: ● Accommodation: the provision, for a
● Issuing tickets, voucher and other fee, of sheltered overnight
travel related documentation; accommodation in appropriately
● Cancellations and refunds; equipped rooms, including at least a
● Racking of tour operator’s brochures; bed, offered as a main service to
● Accounting for the payment of tourists, travellers and lodgers.
deposits and balances. ● Serviced accommodation: members
of staff are present on the premises
OPERATING CHARACTERISTICS OF to provide various services, such as
TRAVEL AGENTS: cleaning, meals, and room service,
these services are included in the
● Miniples: travel agencies with a small price charged.
number, (between 5-50 branches), of ● Self-catering: the action of
outlets in one geographical area. holidaying or staying in
● Multiples: companies which operate a accommodation with facilities to cook
large number of branches under a one's own meals.
single brand name. ● Hotel: an establishment providing
accommodation, meals, and other
TRAVEL AGENTS AND CONSUMER services for travellers and tourists;
PROTECTION:
● Services offered by hotels:
● Consumer protection: the practice Catering facilities

of safeguarding buyers of goods and
Leisure facilities
services, and the public, against
unfair practices in the marketplace. Car rental
Consumer protection measures are
often established by law. Restaurants
● Legislation: the process or product of
enrolling, enacting, or promulgating Coffee lounges
law by a legislature, parliament, or
Bars
analogous governing body.
SUPPORT FACILITIES FOR TRAVEL AND ● Guesthouse: a small owner-managed

establishment offering serviced
TOURISM:
accommodation
● Services offered by guesthouses:
● Infrastructure: the basic physical and
organisational structures and Daily room-cleaning
facilities needed for the operation of
a society or enterprise; 24 hour security

● Air Transport: carries the goods and
Secure parking
passengers through airways by using
24 hour reception different aircraft;
● International flights: a form of
commercial flight within civil aviation
● Hostel: an establishment which
where the departure and the arrival
provides inexpensive food and lodging
take place in different countries.
for a specific group of people, such as
● Domestic flight: a form of
students, workers, or travellers.
commercial flight within civil aviation
● Hostels can also offer self-catering or
where the departure and the arrival
serviced facilities;
take place in the same country.
● Scheduled service: a regular service
● Services offered by hostels:
between two destinations operated
Shared kitchen according to a published timetable,
available for use by any member of
Basic safety the public.
Hostel Bar ● Chartered service: a group of people
who have contracted the use of a
● Camping site: a place used for vehicle for a certain amount of time,
overnight stay in an outdoor area. with a detailed itinerary, at a fixed
● Economies of Scale: the reduction in rate.
average costs as a result of increasing ● Hub: occurs where a network of
the scale of operations. airline routes pass through a major
● Economies of Operations: means airport with many connecting services
projects that result in a reduction of to and from the outlying airports.
annual operating costs or capital ● Gateway: a name given to any
savings. destination or main point of access to
● Occupancy rate: the ratio of rented a country or region because of its
or used space to the total amount of location and its transport links.
available space.
● Grading Scheme: 1-5 stars: the more OPERATING ECONOMICS OF AIR
the stars, the higher the quality and
TRANSPORT:
the greater the range of facilities and
level of services provided.
● Expenses of airlines due to increase
of demand:
FACILITIES PROVIDED FOR > Aircraft insurance premiums;
BUSINESS/LEISURE TOURISTS: > Maintenance costs;
> Landing fees;
● Facilities for Business Tourists: > Advertising and promotion costs;
> Conference rooms; > Air navigation service charges;
> Meeting facilities.. > Food and beverage supplier costs;
● Facilities for Leisure Tourists: > Travel agency commission and
> Spa clubs; ticketing costs;
> Jacuzzi; > Increase cost of crude oil.
> and other leisure facilities. ● The airline industry is linked closely
with economic development, and the
LOCAL PUBLIC TRANSPORT PROVISION: economic impact of air transport is
considerable.
● Rapid transit systems: system of
railways, usually electric, that is used
for local transit in a metropolitan
area.

● NOTE: remember to learn main ports
and international passenger ferry
REGULATION AND DEREGULATION: routes, such as Case Study ⅚ in unit 4!
● Regulation: the term used to MAJOR TYPES OF SEA TRANSPORT FOR

describe the measures and controls TOURISM:
that exist over industry practices.
● It is believed that regulation offers a ● Ferry services: a boat that transports
greater level of consumer protection, passengers and sometimes also
with an independent authority vehicles, usually across rivers or short
ensuring that the industry does not stretches of sea;
come under a monopoly; ● Cruise ships: large passenger ships
● Monopoly: a market where a single used mainly for vacationing.
seller serves a large number of buyers ● Unlike ocean liners, which are used
in the market due to no close for transport, cruise ships typically
substitution and restrictions in the embark on round-trip voyages to
entry and exit from the market. various ports-of-call, where
Disadvantages of Regulation: passengers may go on tours known as
"shore excursions";
It creates a huge government
bureaucracy that stifles growth ● The majority of ferry and cruise
companies operate within the private
It can create huge monopolies that sector, and there is government and
cause consumers to pay more public sector involvement in the
passenger shipping industry.
It reduces innovation by
over-regulating
RAIL AND ROAD TRANSPORT:
● Deregulation: the term used to
describe the situation in which ● Car travel: a trip or voyage made by
organisations within a given industry automobile.
or market, such as air travel, become ● Advantages and Disadvantages of Car
‘self-regulating’; i.e. airlines assume Travel:
responsibility for the routes they
Advantage: Disadvantage:
offer and the prices they charge.
● Airline alliances: an agreement More flexible Car travel may
formed between several airlines to and convenient become
establish cooperation in the global exhausting and
aviation industry. tiring
● IATA (International Air Transport
Promotes Costly
Association): has priorities such as
privacy
improving the safety and security of
airline passengers and crew, It is easier to Sudden car
involvement in air-related explore places issues can arise
environmental projects, including and destinations and cause
fighting a global climate-related tax problems
on passengers, carbon and fuel. ● Fly-drive package: where a traveller
flies into a destination, picks up a car
SEA TRANSPORT: and drives around the area/region
staying at different places along the
● Sea transport: is the transport of way.
people or goods via waterways. ● Coach travel: a bus used for
longer-distance service.

● Advantages and Disadvantages of Coach ● Marketing does this by:
Travel: > building brands;
Advantage: Disadvantage: > nurturing innovation;
> developing relationships;
Beautiful Overcrowded > good customer service;
scenery
> good communicating benefits;
Reduces The coach may > positive returns on investment;
environmental be dirty > satisfies shareholders;
damage > contributes to positive behavioural
change;
Comfortable Tourists are
and fuss-free bound to the > contributes to sustainable business.
travel timetable of the ● Promotion: any form of
tour communication or activity carried out
● Rail travel: a means of transport that specifically to call attention to the
transfers passengers and goods on products and services of a particular
wheeled vehicles running on rails, organisation.
which are located on tracks.
● Advantages and Disadvantages of IMPORTANCE OF MARKETING AND
Rail Travel: PROMOTION:
Advantage: Disadvantage:
● Sales/Usage/Profitability:
Comfortable Lack of Marketing is important to increase
flexibility
the number of sales, [in the private
Reduces Monopoly sector] with a view to increasing
environmental organisational profitability; or to
damage increase the usage patterns of a
facility, [in the public sector] with a
Beautiful Huge capital
scenery outlay view to maintaining the operating
efficiency of the facility;
● Rail transport is an important
● A profit seeking organisation uses
contributor to the economic
marketing to boost the value and the
development of tourism destinations;
● Investment in road and railway volume of its sales.
infrastructure is publicly funded by ● A non-profit seeking organisation uses
governments and these networks are marketing to increase users in order
often the first to be developed in to continue the businessś operation in
tourist receiving countries. the future.
● Profit-seeking organisation:
organisations attempting to make
UNIT 5 profit or financial gains;
● Non-seeking organisation: one that

ROLE AND FUNCTION OF MARKETING
is not driven by profit but by
AND PROMOTION:
dedication to a given cause that is
the target of all income beyond what
● Marketing: marketing is the strategic
it takes to run the organisation.
business function that creates value
● Competitive advantage: marketing
by stimulating, facilitating, and
plays an important role, therefore, in
fulfilling customer demand

helping organisations or destinations ● Stage 4: Analyse the data: once all
to attract more customers than their the data has been collected, this will
rivals, in order to survive in this need to be collated and interpreted.
competitive business environment. ● Stage 5: Report the results: overall
● Positive organisational and product findings from the research will be
image: marketing is essential in presented, drawing conclusions
creating an association of a certain against the original objectives.
product or service in the customer's
mind; PRIMARY MARKET RESEARCH:
● A product or service with a positive
image will gain more customers than ● Primary market research: type of
products and services which are less research that requires organisations
well perceived. to go out into the market to find out
● Customer satisfaction: customer about customers' experiences and
satisfaction is gained by offering expectations.
products and services which meet the ● This is also known as 'field research';
needs and wants of the customers; ● Advantages and disadvantages of
Primary Market Research:
● Thus, marketing plays an important
function in helping to create
customer satisfaction, by allowing a Advantages: Disadvantages
customer to gauge whether the
Up to date Time-consuming
product will offer them what they information,
want. creating a
reduction of
MARKETING AND PROMOTION mistakes
TECHNIQUES: Person of the High cost
organisation will
● Market research: the planned be able to take
process of collecting, recording, ownership of
analysing and evaluating data about the data
customers and the market itself. Addresses There are
specific numerous
The market research process: research issues resources
required
● Stage 1: Set the objectives: this
stage sets the purpose for conducting
the research and is often posed as a
statement, which needs to be proved ● Self-completion questionnaires: a
or disproved. series of open-ended, closed, or
● Stage 2: Design the research: a multiple choice questions which is
detailed plan of action is drawn up, given directly to a [potential]
identifying the timescale and customer.
resources required for the research as ● Advantages and Disadvantages of
well as deciding the research Self-completion questionnaires:
methods that will be used.

● Stage 3: Data collection: this is the Advantages: Disadvantages:
stage where the previous range of
Cost effective Respondents may
data from stage one and two are put have questions
into action. that might not be

facility, asking direct questions of a
answered
visitor.
Time saving Might contain bias ● Advantages and Disadvantages:
Greater Feedback may be

anonymity for inaccurate or Advantages: Disadvantages:
those taking the incorrect
questionnaire Ability to find Highly
the right time-consuming
● Telephone and internet surveys: candidate
customers are contacted either by Enables detailed Risk of personal
telephone or by email or are assessment bias
randomly targeted when visiting a
website on the Internet and asked Great source of Less anonymity
information for respondents
questions relating to travel and
tourism products and services.
● Advantages and Disadvantages of ● Postal surveys: surveys which are
Telephone Surveys: self-administered, paper-based,
standardised surveys in which the
questionnaires are sent by post.
● Advantages and Disadvantages of
Cost effective Less control Postal Surveys:
over feedback
and answers
Time saving Behaviour and
body language Respondents Low response
cannot be can share their rate
observed thoughts and
opinions from
the comfort of
● Advantages and Disadvantages of their homes
Internet Surveys:
Tend to be May not be
cheap representative
Can use larger Cannot control
Quick and Increase of
samples who completed
efficient errors
the
questionnaire
Cost effective Questions can
be left
unanswered and
feedback may
be incorrect ● Focus groups: a moment where a
number of customers are led by a
● Exit surveys: carried out as a visitor member of staff to discuss their views
leaves an attraction in which opinions of a certain product or service.
about the overall visitor experience ● Advantages and Disadvantages of Focus
whilst at a particular facility are Groups:
sought, which can be done through a
face-to-face interview. Advantages: Disadvantages:
● Face-to-face interview: an interview
that is led by a member of staff at a Time effective Might contain
bias

● Quantitative data: tends to be
Uncover ideas Not
and issues that cost-effective numeric or statistical by nature - it
initially may not allows patterns and trends in the
have been market to be displayed visually in
considered chart or graph forms
before
● NOTE: Qualitative data is more
difficult to represent graphically
SECONDARY MARKET RESEARCH:
SWOT and PEST ANALYSIS:
● Secondary market research: a type
of research that has already been ● Situation analysis: situation analysis
compiled, gathered, organised and refers to a collection of methods that
published by others, this can also be managers use to analyse an
called 'desk research' organisation's internal and external
● Advantages and Disadvantages of environment to understand the
secondary market research: organisation's capabilities, customers,
and business environment.
Advantages: Disadvantages: ● Internal influences: internal
influences are influences that a
Cost-effective Information may
business has some control over, such
be dated and
can create as;
mistakes > product;
> location;
Time saving Risk of bias
> management;
Helpful in Quality of data > business culture.
research may be bad ● External influences: the factors that
collection are out of the control of a business,
because it such as;
provides
support for data > Political;
found previously > Economic;
> Social;
● Internal data: data from the > Technicological.
organisation's own sales records or a ● SWOT Analysis: a strategic planning
customer database detailing how and strategic management technique
often a customer uses a particular used to help a person or organisation
facility identify Strengths, Weaknesses,
● External data: which includes Opportunities, and Threats related to
government-produced data or trade business competition or project
reports - most of which can be planning. It is sometimes called
assessed through memberships situational assessment or situational
accounts via the Internet analysis.
● NOTE: Secondary market research ● S - Strengths
can also be referred to as Desk W - Weaknesses
research O - Opportunities
● Qualitative data: refers to the
T - Threats
information collected about
● Strengths and Weaknesses:
customers' opinions and attitudes
These elements are internal factors
towards products and services

that the organisation itself can the construction of airports with high
control. carrying capacities and hotels with
● Opportunities and Threats: high numbers of bed spaces all
these elements are external factors contribute to positive technological
that the organisation can not control; influences on tourism provision;
● If the results of an analysis shows ● Destinations with under-developed
that the organisation has many infrastructure face the loss of
weaknesses and threats, then it is competitive advantage.
unlikely that an organisation will ● Marketing mix: getting the right
choose to expand the range of product to the right people at the
products and services it offers; right price at the right place, using
● If the analysis shows that the the right promotional methods' [the
organisation has many strengths and four P's of marketing].
opportunities, it will develop further. ● Four P’s of Marketing: a foundation
● PEST Analysis: analysis that describes model for businesses, historically
a framework of macro-environmental centred around product, price, place,
factors used in the environmental and promotion.
scanning component of strategic
management; MARKETING AND SEGMENTATION:
● P: Political
E: Economic ● Marketing segmentation: a
S: Social marketing strategy in which select
T: Technological groups of consumers are identified so
● Political: that certain products or product lines
Organisations within the travel and can be presented to them in a way
tourism industry are regulated by the that appeals to their interests.
government, through legislation ● Different marketing segments:
and/or controlled by other regulatory

bodies, in order to protect the Forms of Market Customers
customers, suppliers and the Segmentation: ‘classified’ by
these typical
environment.
characteristics:
● Civil unrest, acts of international
terrorism also exert political Geographic by locality, area,
influence within this industry. segment region, etc.
including
● Economic:
domestic vs
foreign exchange rates, periods of overseas visitors
recession and the global economy all
play important roles in exerting Demographic by age, gender,
positive or negative influences on segment ethnicity, levels of
disposable income
tourism. etc
● Social:
threat of pandemics, [such as H5N1 Life-style segment by socio-economic
Avian Influenza, SARS, and H1N1 (psychographic) factors such as
level of education
Swine Flu], increase in crime rates in
or profession, as
certain destinations, and local well as interests
attitudes toward tourists can cause and attitudes
tourists to cancel holiday plans.
● Technological:
infrastructure development, including

DEVELOPMENT OF PRODUCTS TO CATER ● Many tour operators specialise in
FOR THE NEEDS/EXPECTATIONS: niche markets, offering unusual
transport options [mentioned below]
● Product types and their relationship: to appeal to different customers;
Services they offer:
TYPE OF RELATIONSHIP WITH > motorcycle tours;
PRODUCT: DIFFERENT MARKET > luxury rail holidays;
SEGMENTS: > houseboat experiences;
> Hot air ballooning.
Package families; club 18-30;
Holidays groups - education; ● Accommodation and catering: the
special interests, offering of furnished rooms or other
luxury/budget etc accommodation for customers in need
of temporary accommodation on a
Transport age; specific needs -
mobility; families; type professional basis.
of customer - business or ● The features, characteristics and
leisure; luxury/budget amenities offered by each type of
accommodation will appeal to a
Accommodatio families; singles; groups;
variety of different types of
n and Catering types of customer -
business or leisure; customer;
different ages/gender; Services they offer:
specific needs; > hotels;
luxury/budget
> campsites;
Tourist families; groups; > island resorts;
attractions ages/genders; specific > apartments.
needs; special interest; ● Tourist attractions: each year an
free entrance enormous number of tourist
Tourist families; singles; groups; attractions are offered up for tourists
information types of customer - to visit during their recreational time
services business or leisure; within a destination.
specific needs; special Types of tourist attractions:
interest
> theme parks;
> museums;
● Package Holidays: consists of
> zoos;
transport and accommodation
> tropical island resorts.
advertised and sold together by a
● Natural attractions: named features
tour operator.
which appeal to tourists because of
● Tour operators try to cater
the nature of the landform or the
specifically for the needs and
beauty of the landscape in which the
expectations of different types of
attraction is set.
customers by offering a variety of
● Historic attractions: an official
different package holidays.
location where pieces of political,
Services they offer:
military, cultural, or social history
> car rental;
have been preserved due to their
> activities and excursions;
cultural heritage value.
> tours;
● Cultural attractions: a type of
> travel insurance.
tourism activity in which the visitor's
● Transport: each tourist has to move
essential motivation is to learn,
from place to place and needs
discover, experience and consume the
transportation for their movement.
tangible and intangible cultural

attractions/products in a tourism ● GROUPS:
destination. a group tour consists of a group of
● Man Made attractions: attractions people who want to have a travel
that were made for tourism purposes experience with others with a
and attractions that were made for common interest;
other purposes but have since been ● This market segment is an important
used for tourism. factor for transport providers and for
● Tourist information services: a tourist attractions, both of which
physical location that provides tourist commonly offer discounted prices for
information to visitors - most groups of tourists.
countries offer tourism information
service, either through an online TYPES OF CUSTOMERS:
research facility and/or the provision
of a Tourism Information Centre in ● Different ages/genders: this segment
the main destinations within the is easily subdivided to make the
country. distinction between the probable
Tourism information methods: needs and expectations of more
> brochures; mature customers in the so-called
> travel guides; 'grey market', compared with the
> travel agents; needs and expectations of the more
> guidebooks. youthful student market.
● Elderly people market: older people
DIFFERENT MARKET SEGMENTS [VISITOR tend to select destinations in quieter
TYPES]: locations, away from the hustle and
bustle found in larger resorts.
● FAMILY: ● The 18-30 market: tend to choose
the family market, the tourists who destinations with a more lively and
visit places with their first and vibrant nightlife.
extended families, or families of ● Specific needs: travel and tourism
relatives - one person, generally the providers cater for the specific needs
head of the tourist family, is the of any customers with a disability, a
decision maker. religious /spiritual need or even
Special offers: something as commonplace as a
> free places for children; dietary need arising from
> family-room accommodation; vegetarianism.
> children’s menus, etc. ● Special interests: this market
● SINGLES: segment acts as a 'catch-all' for other
These are tourists who travel alone sub-divisions of the market that is
and are independent - this market difficult to categorise.
segment isn't publicised much, but it ● Special interest customers can
plays an important role within include:
accommodation providers since they > eco-tourists;
have higher earnings by offering > responsible travellers;
single rooms at a supplemented > cultural tourists;
price. > sports tourists;
● NOTE: some tour operators advertise > medical tourists.
additional security measures for ● Quality/Economy/Value for money:
female travellers to ensure safety. travel and tourism customers are

often described as being price THE USE OF THE PRODUCT LIFE CYCLE:
sensitive;
● Hence why tour operators, transport ● Product Life Cycle: the succession of
and accommodation providers cater strategies by business management as
for the needs and expectations for a product goes through its life-cycle;
this category of tourists, ensuring ● The conditions in which a product is
there is a wide choice of low cost sold changes over time and must be
services. managed as it moves through its
Low cost services include: succession of stages.
> low cost flights; ● Advantages and disadvantages of the
> discounted rail passes. Product life cycle:
MARKETING MIX: PRODUCT: Advantages: Disadvantages:
● Product: a product is anything that Improves a Unpredictable

company's
can be offered to a market that might
competitive
satisfy a need. It includes physical advantage
objects and services.
● Tourism product: the complete Increases Unreliable
experience from the time the tourist profitability
leaves home, to the time they return Easy sales Incorrect data
to it. forecasting gathering (this
happens if the
PRODUCTS IDENTIFIED AND EXPLAINED: company uses
external sources)
● Intangible: are goods sold by a
company that are not physical in FOUR STAGES IN THE PRODUCT LIFE CYCLE:
nature.
● Heterogenous: services are not ● INTRODUCTION - STAGE 1:
standardised; every experience is 1. The product is launched into the
individual - means that the product is market;
not always the same. 2. Period of intense marketing to
● Homogenous: when they are perfect raise awareness and to attract
substitutes and buyers perceive no customer loyalty;
actual or real differences between 3. Limited volume of sales and high
the products offered by different cost of promotion;
firms. 4. During this stage, there is no
● Inseparable: it is not possible to competition.
separate the service out of the ● GROWTH - STAGE 2:
experience; 1. Demand rising steadily;
● Example, being waited upon is an 2. Competitors work on substitute
integral part of the service element products;
of a meal. 3. Sales volume increasing and levels
● Incapable of being stored: services of profitability increases;
are perishable and cannot be 4. This stage is critical to the success
transferred for use at a later date. of the product.
● MATURITY - STAGE 3:
1. Sales curve peaks within this stage
and the product continues to make a

profit; ● Target market segment: some
2. Competition is strong and organisations use this method to
marketing is needed to extend the promote special holidays to certain
productś appeal. customers which is identified by
DECLINE - STAGE 4: target market segmentation.
1. Number of sales falls sharply and ● Product features: a product's traits
the organisation needs to decide or attributes that deliver value to
whether to discard the product or end-users and differentiate a product
re-launch it; in the market.
2. This is a costly stage for the ● Brand identity: a corporate identity
organisation. or corporate image is the manner in
which a corporation, firm or business
CREATION OF BRAND IMAGE: enterprise presents itself to the
public.
● Brand Image: an analysis on how a
brand is currently perceived in the DEVELOPMENT OF A PRODUCT/SERVICE
market, proceeds to planning how the MIX & A PRODUCT PORTFOLIO:
brand should be perceived if it is to
achieve its objectives and continues ● One of the main aims of marketing
with ensuring that the brand is and promotion is to raise awareness
perceived as planned and secures its of a company's specific product range
objectives. and try to attract new customers to
an organisation;
travel and tourism organisations can create
a brand image by: Manufacturer companies do this by:
● Naming the organisation; ● Product range: refers to variations of

this name may become its brand a single product that are made in
identity. order to create similar yet distinctly
● Their USP [Unique Selling Point]; different products.
This is associated with the brand ● Each version of the product is
image of an organisation that creates designed to attract a different
the image through actual product market segment with the intention of
features. maximising sales and building the
● Packaging; this is rather uncommon customer base.
in the travel and tourism industry, ● Service range: provides a service at
although hotel chains develop their the customer's location (they come to
own packaging for bathroom you) - serves a wide area beyond the
products, etc. service provider's immediate location.
● Price: a common method to create a ● Product portfolio: the collection of
brand image - this is done by the all the products or services offered by
association of low cost airlines, etc. a company;
● Promotion: creates brand image by ● There is a time where organisations
advertising on billboards/tv which consider developing its
helps customers remember specific products/service mix - the majority
brand identities. of changes to product and service
ranges in the travel and tourism
industry take the form of

modification being made to an introductory price to attract buyers
existing product or service offering. with a strong desire for the product
and the resources to buy it, and then
Reasons why organisations decide to gradually reduces the price to attract
develop a product/service mix: the next and subsequent layers of the
market;
● To gain recognition as innovator in ● Market skimming is used when the
the market; tourism product is relatively new to
● To develop/stimulate the market in a the market and the level of
specific destination; competition is low;
● To extend operations into new ● It allows the provider to charge a high
territories; price, attracting customers who are
● To defend market share when comfortable paying a relatively high
challenged by competitors; price;
● To imitate the success of a more ● Once the market has adopted this
successful competitor; product, it is described as having
● To keep abreast of technological been 'skimmed';
advances; ● Competitors enter the market with a
● To reposition themselves in the number of substitute products; thus,
market. forcing the price down and making
the product more affordable for a
MARKETING MIX: PRICE:
wider range of customers.
● Discount pricing: a range of
● Price: price is the term used to
strategies where the price of a
describe how much a customer pays
product or service is decreased in the
to receive the product or service
interest of generating interest,
upon purchase.
unloading excess inventory, or
● Market penetration: a measure of
boosting sales.
how much a product or service is
● Variable pricing: a system for
being used by customers compared to
altering the price of a product or
the total estimated market for that
service based on the current levels of
product or service;
supply and demand.
● This method is used sed to gain entry
● Loss leader pricing: a pricing
into the market and to attract market
strategy where a product is sold at a
share;
price below its market cost to
● Low prices are set initially to entice
stimulate other sales of more
customers to 'try' the product; this is
profitable goods or services.
also known as 'trial-pricing';
● Special offers: a product that is
● The aim is to win a large customer
being sold for less than its usual price
base and to generate revenue quickly
or the act of selling something for
from a high sales volume;
less than the usual price.
● Once the place in the market has
● The going rate/competitive pricing:
been established, organisations tend
where there is a high degree of
to opt for a different pricing policy -
similarity between products offered
one which allows the price to
by different organisation, the price
increase without losing customer
may be determined by the going rate
loyalty.
● this is also known as
● Market skimming: a pricing approach
competitor-based pricing; tour
in which the producer sets a high

operators sometimes offer to 'price imposed on a taxpayer by a
match' their competitors governmental organisation in order to
● The going rate: the average or usual fund government spending and
price that is charged for something various public expenditures.
● Prestige pricing: ● Surcharges: an extra payment of
also known as premium pricing, money in addition to the usual
where products have an exclusive payment for something.
appeal or are of an exceptional ● Competitors: if no substitute
quality; high prices are often set products are available, a higher price
based on the assumption that people can be set. Competitors in the market
will associate high prices with high may then adopt the ´going rate’
quality. policy.
● Price bundling: ● Price making: the innovator in the
when companies package several of market sets the price, with other
their products or services together as providers who imitate the initial
a single combined unit, often for a product becoming price takers.
lower price than they would charge ● Customers’ expectations/likely
customers to buy each item number of customers: customer
separately. perception exerts one of the greatest
influences on price;
FACTORS THAT DETERMINE PRICING ● A customer has to have confidence
POLICIES: that the product or service presents
value for money, otherwise the
● Fixed costs: remain the same customer will not buy.
regardless of production output. ● Seasonality: reflects the variations in
● Variable costs: change based on the tourist arrivals due to natural
amount of output produced. Variable attractions, institutional systems,
costs may include labour, economic development, and business
commissions, and raw materials. cycles.
● Profitability: a measure of an ● Economic factors: a factor that can
organisation's profit relative to its affect and influence an individuals'
expenses. financial status.
● A profit seeking organisation,
operating in the private sector will MARKETING MIX: PLACE:
take a different approach in
determining price compared with ● Place: refers to where your product
those organisations financed through or service will be sold;
public sources; ● For tangible products, this will
● Public sector organisations are driven include physical locations such as
by the need to break even, so tend to your own store, or a retailer where
adopt a more relaxed approach in your product will be resold.
setting a price for their products and
services. FACTORS THAT INFLUENCE THE
● Subsidies: a form of financial aid or SELECTION OF A LOCATION:
support extended to an economic
sector generally with the aim of ● Locational factors: location factors
promoting economic and social policy. consider capital availability,
● Taxation: a compulsory financial (investment capital, venture capital,
charge or some other type of levy exchange rates), subsidies and

incentives, regulations, taxation, and volumes of visitors, and a sufficient
available technology. carrying capacity.
● Costs: is the value of money that has ● Availability of staff: the need of
been used up to produce something employees to support the business is
or deliver a service, and hence is not required;
available for use anymore; ● Employees who are skilled are often
● Organisations need to be aware that employed, but at times when there
prime locations cost money, and as are not enough skilled people,
areas become more developed and organisations call in people from
the land becomes less available, the other countries to fill in the required
more costly it will become. field - this can cause leakage.
● Availability of suitable premises:
International organisations plan with
precision the global distribution of
their facilities using locational RANGE OF DISTRIBUTION CHANNELS
analysis to determine the best sites FOR TRAVEL AND TOURISM
for their premises. PRODUCTS/SERVICES:
● Locational analysis: a technique for
discovering, assessing and specifying ● Direct selling: the process whereby
the optimal placement of an customers are able to obtain products
organisation's people, information, and services they require straight
activities, and materials. from the provider.
● Character of area: Organisations ● Wholesalers: is the sale of goods or
consider the standards of the area, if merchandise, in bulk, to retailers; to
it has political instability, high crime industrial, commercial, institutional
rates, and social deprivation the or other professional business users;
chance of it being a good tourist or to other wholesalers and related
destination will be small, hence why subordinated services.
they consider the standards of living ● Retailers: A retailer purchases goods
and general living costs in the areas in large quantities from
they choose. manufacturers, directly or through a
● Local and transient population: it is wholesaler, and then sells in smaller
important to easily access the local quantities to consumers for a profit.
population in terms of workforce and ● Internet: a form of electronic
a potential customer base + a commerce which allows consumers to
transient population is of importance directly buy goods or services from a
to use the facilities offered. seller over the Internet using a web
● Transient population: means browser or a mobile app.
individuals in a location in which they ● Global distribution systems: a
do not normally reside. computerised network system owned
● Adjacent facilities: providers or operated by a company that
consider what else there is in close enables transactions between travel
proximity to a selected site for industry service providers, mainly
tourism development, such as cafes, airlines, hotels, car rental companies,
restaurants, and hotels, all of these and travel agencies.
are beneficial.
● Access/transport links: Access is MARKETING MIX: PROMOTION:
important to support the high

● Promotion: refers to any type of ● It includes coupons/vouchers,
marketing communication used to competitions, special offers, and
inform target audiences of the loyalty incentives.
relative merits of a product, service, ● Personal selling: occurs when a sales
brand or issue, most of the time representative meets with a potential
persuasive in nature. client for the purpose of transacting a
● Four purposes of Promotion: sale.
1. To raise and maintain customer ● Videos and the internet: allows
awareness of products and services; organisations to demonstrate their
2. To inform customers of the product´s products and services through video
features; clips on their own websites.
3. To stimulate demand; ● Electronic media: the use of
4. To encourage sales. technology and the internet to
communicate with customers or other
MAIN METHODS OF PROMOTION: providers.
● Trade promotions: “trade” refers to
● Advertising: a marketing the relationship between
communication that employs an manufacturers and retailers. Trade
openly sponsored, non-personal Promotion refers to marketing
message to promote or sell a product, activities that are executed in retail
service or idea; between these two partners.
● Advertising includes broadcast media,
print media, and display media. FACTORS THAT ARE CONSIDERED WHEN
● Publicity: is the public visibility or PRODUCING EFFECTIVE PROMOTIONAL
awareness for any product, service, MATERIALS:
person or organisation;
● It may also refer to the movement of ● Costs:
information from its source to the Organisations must choose the most
general public. cost-effective promotional method to
● Point of sale displays: a specialised fit into their budget.
form of sales promotion that is found ● Stages of the promotional campaign:
near, on, or next to a checkout 1. Choosing an audience;
counter. They are intended to draw 2. Establishing the message;
the customers' attention to products. 3. Selecting the appropriate media;
● Public relations: is the practice of 4. Setting the timing of the
managing and disseminating campaign;
information from an individual or an 5. Agreeing the advertising budgets;
organisation to the public in order to 6. Measuring the results.
affect their public perception. ● Target market segments: splitting
● Direct marketing: a form of potential customers into meaningful
communicating an offer, where groups based on their characteristics,
organisations communicate directly wants, and behaviours.
to a preselected customer and supply ● Timing: A campaign´s success is
a method for a direct response; determined by an appropriate
● Direct marketing is used to target timescale in which to run the
specific customers and market promotional campaign.
segments. ● Brand image: An organizationś brand
● Sales promotions: one of the is important to allow customers to
elements of the promotional mix; identify it.

● AIDA principle: Once a piece of OPERATION OF TOURISM AUTHORITIES
promotional material has been AND VISITOR INFORMATION CENTRES:
created, it is evaluated to see how
successfully it conveys the messages ● Scale of operation: the size of
it has been designed to communicate, business operations measured by the
the main method of evaluation is the business's maximum output.
AIDA principle. ● Organizational structure: how the
● AIDA: various organisations involved in
- Attention visitor services work together or it
Use of bold fonts and headlines to can be presented as an organogram.
grab readers attention. ● Organogram: a chart which shows
- Interest hierarchical structure of how tourism
Using photographs and illustrations to and visitor services are managed.
create interest in the product, and ● Sources of funding: provision of
clear pricing information. visitor services, , including tourist
- Desire information services, in most
Using emotive language to make countries are publicly funded through
customers want to be there or use the equivalent of the ministries of
the product. tourism;
- Action ● Revenue may also be raised through
Providing contact details, such as the advertisement of privately owned
emails, phone numbers, and website tourist facilities and attractions;
details so that customers can take ● They can do this by
action to access the product. - national tourist board websites;
- print materials.
● Channels of communication: refers
to how information is passed between
UNIT 6 various departments, organisations,
and customers;
● Communication is sharing information
OPERATION OF TOURISM BOARDS AND for a variety of purposes including
TOURIST INFORMATION CENTRES: informing, persuading, influencing,
and motivating.
tourist information centres and tourist ● Formal communication: organized
boards are responsible for: and managed information that is
shared with relevant individuals in
● Tourism planning and policy;
order to maintain a coordinated
● Promoting the tourism industry;
approach within an organization;
● Carry out promotional activities
● Typically, formal communication
across the globe;
flows downwards from executives to
● Development of the visitor economy;
directors to managers to staff
● Marketing the country to domestic
regarding company direction and
and overseas markets;
instructions.
● Improve the tourism product;
● Informal communication: this form
● Marketing and promotion;
of communication is not planned, and
● Responsible for tourist information
is not based on the positions of
centres within their regions.
individuals in the organization,
instead it is casual and relaxed.

● Accountability: occurs when a person ● The role of Tourist information
or position has to ensure that tasks centres in Marketing and Promotion:
are completed on time and in a the centres act as an information
manner which meets all expectations point, with large collections of
for it. brochures, leaflets, etc from local,
● Responsibility: is attributed to the regional, and national visitor services
person or position required to organisations.
complete a specific task, each task is ● They do the following:
required to have a responsible person ● Use display racks to promote
or position assigned to it; attractions, accommodation, and
● Lines of responsibility usually go catering provision;
downwards in the hierarchical ● Promotion of leisure and recreational
structure, whilst lines of offerings in a given locality;
accountability go upwards. ● Supporting promotional campaigns
from out of the area;
ROLE AND FUNCTION OF TOURIST ● Play a role in promoting and selling
BOARDS AND TOURIST INFORMATION the destination in which they are
CENTRES: based.
● Research: Tourist boards carry out
● Tourist boards and tourist information market research that is strategically
centres play similar interconnected co-ordinated and interlinked in order
roles in providing a range of visitor to provide their partners within the
services to both their travel and tourism sector with meaningful
tourism trade customers and to analysis that can lead to the
tourists themselves; facilitation of professional marketing
● Role of Tourist boards: activities.
Play a largely administrative role, ● This market research is carried out by
gathering information and working at tourist boards and tourist information
a strategic level. centres, if it was carried out by
● Role of Tourist information centres: individual providers in the tourism
Play a large role of being the visible industry, it would be expensive and
face of visitor service provision, and time-consuming.
are located at key points in tourism ● Role of tourist boards as information
destinations where there is likely to services: national tourist boards
be a high volume of tourists. collect and collate information about
● The role of Tourist Boards in the range of products and services
Marketing and Promotion: work in available across the country they
close partnership with the travel represent, they provide the
trade to develop a long term tourism following:
marketing strategy, this involves; ● Websites that are carefully organised
● Creating a strong destination brand; with information, to help tourists
● Planning and running promotional plan a visit to a specific area;
campaigns in the press and on TV, as ● They provide publications, both in
well as targeting overseas embassies print and digital media formats, with
and tourism promotion partners; information about specific sectors of
● Designing and creating successful the tourism industry;
websites to inspire and entice ● Provide information to their travel
customers to visit. trade partners;

● Participation in trade fairs offering ● Animal-based attractions are checked
sales in literature in an attempt to for the standards of care they
increase interest in the products and provide;
services of the tourism industry. ● Tour guides, excursion operators,
● Role of tourist information centres diving instructors, etc, may have to
as information services: staff are be licensed in order to practise in
trained and have excellent product some countries.
knowledge so as to be able to answer ● Pre-Arrival: The interaction between
questions, and provide directions to a a guest and a hotel before the guest
range of tourist locations. arrives at the hotel forms the
They also provide: pre-arrival phase of the guest cycle.
● A booking service for hotel ● On arrival: the act of someone or
accommodation; something that reaches a place.
● Theatre tickets;
● Excursions; TOURIST PRODUCTS AND SERVICES:
● Guided tours, etc.
● Advice and consultation: visitor ● Guidebooks and maps: Tourist
services staff are able to offer advice information centres will stock a
and guidance to visitors in connection variety of local guidebooks, travel
with places to visit, what to do, and brochures, and leaflets. These
where to stay. information sources are free of
● Visitor services staff need to be able charge, but guidebooks tend to be
to put together an informal itinerary chargeable.
of attractions to see, restaurants to ● These resources include:
visit, with personal recommendations Attractions;
about the best places to shop, etc. Accommodation and catering
● Quality standards: Tourist boards, establishments;
tourism authorities, and other public Trips and tours in the locality;
sector tourism organisations ensure Information about destinations
that the people working the travel further afield.
and tourism industry adhere to the ● Tourists usually receive a street map,
set quality standards. In terms of; highlighting the main tourist
● Customer services offered to enhance attractions, hotels and shopping
tourists experience; malls.
● The quality of accommodation and ● Souvenirs: Tourist information
food customers receive; centres will incorporate small gift
● Quality of attractions they visit. shops which sell local produce, and
● Inspections: accommodation and other souvenir items.
catering provisions are inspected on a ● These include:
regular basis and graded against strict Postcards;
pre-set criteria; Small momentos;
● Staff receive relevant and Ornaments;
appropriate customer service training Stationery;
and have to perform skill-based Jewellery, etc.
assessments to update their
expertise;
● Visitor attractions are inspected
against safety standards;

RANGE OF VISITOR SERVICES: Destination management systems:
Information services: ● It is important to ensure that

measures are taken to integrate
● Websites: important source of tourism activity with other social and
destination information prior to the environmental activities within the
tourist’s departure from home to the destination in order to minimise the
destination; negative impacts that tourism can
● Websites offer up-to-date, and bring;
interactive information about the ● This can be achieved by
destination and often include virtual implementing destination
tours which allow the tourist an management schemes:
opportunity to gain a good ● Restriction of tourists: a scheme
understanding of what is available; often used to control the flow of
● Tourists can see first-hand, via digital visitors in an attraction or destination
technology, what they are paying for, by setting a maximum number of
making the tourism product more tourists allowed at any given time;
tangible. ● This system is beneficial for the
● Email: queries can be sent via email protection of heritage sites.
to receive relatively speedy responses ● Traffic management systems: a
from staff members at a tourist scheme to minimize traffic
information centre; congestion by introducing
● Emails meet the needs of the pedestrianization zones, one way
customer, and reassures them about systems, and speed bumps.
the quality of the customer ● Park and ride scheme: a scheme
experience at the destination. used to reduce traffic congestion in
● Face-to-face: once tourists are at the town and city centres;
destination, any queries and ● Visitors are encouraged to leave their
questions can be solved face-to-face cars at municipal car parks on the
with the tourist/employee; edge of town or other convenient
● Leaflets, brochures, maps, and places, and there are (usually) no car
guidebooks will be available for parking fees;
tourists to take away. ● Visitors can then be transported into
● Touch screen and digital displays: the city by bus for a reduced rate
these may be available to provide fare.
visual information for customers,
even during out of office opening Guiding services:
hours.
● Tourist Guide: escorts groups or
Reservation systems: individual visitors around historic
sites, museums, and other attractions
● Book A Bed Ahead scheme: where in a destination;
staff determine bed space availability ● The guide provides a commentary
in other destinations from a using their expertise and local
customer’s itinerary; knowledge to help visitors understand
● Reservations can also be made for the cultural or natural heritage of
theatre tickets, excursions, a tour where they are visiting, (the guide
guide, theme park, etc. must also be able to interpret in the
visitor’s own language, if required).

● Guiding services include: able to gain an advantage over their
An accompanied walking tour; rivals.
Coach tours; ● Positive organizational and product
Boat trips; image: all organisations wish to
Audio tours (where tourists pay to establish a distinctive identity for the
listen to a pre-recorded company and their products and
commentary). service, this helps create a successful
Virtual tours, (using computerized brand image and allows customers to
presentation). hold an association of the
organization;
PRINCIPLES OF MARKETING AND PROMOTION ● For visitor services providers, such
& WHY IT IS IMPORTANT TO TRAVEL AND as tourist boards, it is important to
TOURISM PROVIDERS: create a corporate image to present
to the market;
● Increased sales/usage/profitability: ● This can be done by presenting
Tourist boards and tourist information positive characteristics about the
centres operate predominantly in the organization’s goals, which can be
public sector, therefore, they are achieved through a mission statement
concerned with increasing the or through public relations activities.
number of sales made and also the ● Customer satisfaction: Tourist
usage of the products and services authorities and tourist information
offered by the travel and tourism centres use extensive market
industry; research to identify customer wants
● It is important to remember that and what they expect from their
tourist boards work in close visit;
partnership with providers from the ● The information gathered by market
private sector, whose targets include research is then used to seek out
profitability. market opportunities and to cater to
● Competitive advantage: visitor customers’ specific requirements;
services face many competitors in the ● If customers enjoy their time at a
market, hence why it is important destination, they will likely re-visit.
that organisations gain a good
understanding of the market in which MAIN MARKETING RESEARCH TECHNIQUES:
they operate in order to increase
their market share; ● Primary market research
● Market share: the percentage of the techniques:
total revenue or sales in a market. This research method is designed to
● Monitoring the business activities of collect data directly from the
competitors enables businesses to: market, also known as field research.
- find new ways of marketing and ● Advantages and Disadvantages of Primary
Market Research:
promotion for the organization;
- identify how the market is changing;
- destinations swing in and out of Advantages: Disadvantages:
popularity and the market needs to
Data is Time-consuming
change rapidly; up-to-date
● Destinations that can react swiftly to
any shift in customers’ perceptions Data is reliable Expensive
will emerge favourably and may be and accurate

Privacy is Requires more High response Costly
maintained labour rate
High Time consuming

● Self completion questionnaires: accessibility
This method is commonly used by
visitor services providers. Easy data Data may
● Advantages and Disadvantages of Self management contain bias
completion questionnaires:
● Interviews:
Advantages: Disadvantages A personal interview involves a
: researcher talking to individual
visitors to find out about customer
Customers feel Inaccurate
more comfortable information preferences or buying behaviour.
as their responses ● These are carried out at the tourist
will not be instantly information centre or elsewhere, and
judged or most interviews are short and tend to
scrutinised
rely on closed questions.
Affordable Low response ● Advantages and disadvantages of interviews:
rate
Advantages: Disadvantages
Easy to set up May be :
time-consumin
g as people Enables detailed Risk of
can take long assessment personal bias
to finish the
questionnaire Great source of Time
information consuming
● Telephone Surveys: a method that is
Interviewer can Can be costly
used to conduct a short survey, it
explain any
requires cold-calling, contacting an questions that
unknown respondent based on a may be
database of contact details. misunderstood
● Cold-calling: the business practice of
contacting a potential customer or ● Secondary marketing research
client who has not expressed previous techniques:
interest in speaking with a customer ● The use of information that already
service representative or making a exists and is available, also known as
purchase. desk research.
● NOTE: Warm calling is when you call ● Visitor Surveys:
a sales lead who has already Tourism authorities and tourist boards
expressed interest in your product or conduct research regularly, and
service. Unlike a cold call, where you upload this information onto the
have no proof they're interested, internet, this gives other
with a warm call, you do have that organisations the opportunity to
proof of interest. access each other’s data.
● Advantages and disadvantages of Telephone ● Disadvantage: the disadvantage of
Surveys:
visitor surveys is that organisations
can access each other’s data, and can
Advantages: Disadvantages: use that data to gain more
competitive ground.

● The data of companies is not private. provision of a clearly defined product
● Local, regional, and national or service.
research:
Tourist boards use their websites to PRICING POLICIES:
publicise statistical information about
tourism volumes and values which ● Market Penetration: a low price is
becomes accessible by other set to gain entry into the market, but
organisations for use in their own prices increase as customers gain
research exercises. loyalty to the product.
● The data provided can consist of ● Market Skimming: setting a high
inbound tourism data, length of stay price for a new product that is unique
and average visitor spend, etc. or very different from any other
product on the market;
THE MARKETING MIX: ● Once competitors enter the market,
the price is lowered so that more
Components of the Marketing Mix: people can access the product.
● Discount Pricing: if sales are low, the
Product: cost of the products are reduced by a
percentage;
● Product: a product is anything that ● This makes customers believe they
can be offered to a market that might have picked up a bargain.
satisfy a need. It includes physical ● Variable Pricing: different prices are
objects and services; charged for the same product due to
● Products should be tangible, differences in seasons or in the
homogenous, separable, and storable. targeted market segment.
● Loss leader Pricing: setting the price
● Services are deemed intangible,
of a small number of products at
heterogenous, inseparable, and not
below cost to attract customers into
capable of being stored.
the outlet in the hope that they will
● Homogenous: a homogeneous buy other products priced to earn
product cannot be differentiated
profit.
from similar products by the
● Special Offers: used when products
consumer;
are not selling, these methods
● Example: An example of a include money off coupons, free gifts,
homogeneous product is bottled or a competition that may entice
water. Most bottled water is identical people to buy the product.
to other bottled water, and the ● The Going Rate: the average or usual
consumer makes the purchase based price that is charged for something.
on price alone.
● Heterogenous: viewed by consumers Place:
as having very different qualities
from one another making them less ● Place: refers to where your product
interchangeable; or service will be sold. For tangible
● Example: clothing and furniture, etc. products, this will include physical
locations such as your own store, or a
Price: retailer where your product will be
resold.
● Price: denotes the published rate ● Factors that provide suitable
being charged, in exchange for the premises for a business:

- Cost of location; ● Brochures, leaflets, and flyers for
- A prime location in the central distribution at the TIC’s, in hotel
business district is likely to carry a bedrooms, and lobbies, at the
high rental charge; airport.
- An area of low crime rate;
- A local population centre nearby to POINT OF SALE:
act as both a workforce and a
potential customer base; ● Postcards by the counter in the TIC’s;
- The business should be near transient ● Tickets for excursions at hotel
populations as these will form the reception desks.
majority of the customers;
PUBLIC RELATIONS:
- Adjacent facilities, such as retail
outlets, cafes, etc, should be present
● Press conferences;
so that the business can benefit from
● Familiarisation trips;
the passing trade and customers feel
● Trade fair attendance;
there is a sufficient area to make a
● Travel trade awards;
visit;
● All of these raise the profile of the
- Premises should be fully accessible by
tourist board.
public and private transport methods
in order for ease of access. DIRECT MARKETING:
Promotion: ● Emails or direct emails from the

tourist board.
● Promotion: : refers to any type of
marketing communication used to SALES PROMOTION:
inform target audiences of the
relative merits of a product, service, ● Free kids places;
brand or issue, most of the time ● Discount coupons;
persuasive in nature. ● ‘Passport’ type tickets to a range of
attractions in one locality.
PERSONAL SELLING:
PROMOTIONAL METHODS:
● Selling guided tours face to face;
● These methods may be used by ● Closing the sale.
tourist boards and tourist information
centres (TIC’s); VIDEOS AND INTERNET:
ADVERTISEMENT: ● Websites;
● Virtual tours;
● Digital displays in TIC’s; ● Touch screen displays in the TIC’s.
● In-flight entertainment systems in
airports; LEISURE TRAVEL SERVICES:
● In-house channels in hotels;
● The leisure market is a term used to
● Printed in in-flight magazines, travel
denote tourists who travel
trade press.
specifically for leisure purposes;
PUBLICITY: ● This includes those on a package
holiday, travelling for sports, religious
or medical reasons, adventure

tourists, eco-tourists, and cultural ● Tourist boards play an important role
tourists. in both planning, preparation, and
staging of events, including marketing
DEVELOPMENT OF PACKAGES FOR THE and promoting them to the world.
LEISURE MARKET: ● Tourist boards and TICs are involved
in the promotion of visitor attractions
● There is a vast amount of products too.
and services available in the leisure
travel market, such as; CALENDAR OF EVENTS:
● Weekend breaks;
● City breaks; ● Events are shown on a tourist boards
● Activity packages; website for international access for
● Relaxing holidays; tourists to view the planned events;
● Summer sun holidays; ● This information is uploaded digitally
● Snow sports packages; as this allows details to be updated
● Budget holidays; regularly and with ease.
● Luxury holidays, etc.
● This market is highly competitive, BUSINESS TRAVEL SERVICES:
due to it being so big. This means
that tour operators, ● Business tourism: the provision of
airline/accommodation principals, facilities and services to the millions
attraction owners, travel agents, of delegates who attend meetings,
agents of tourism development, etc. congresses, exhibitions, business
serve the leisure tourism market by events, incentive travel, and
working consistently to find ‘the next corporate hospitality etc. each year;
new package’; ● Characteristics of Business
Travellers:
> Stay in high quality accommodation
(such as 5 star hotels);
● Once this is discovered, marketing > visit restaurants each evening for a
and promotion will be an essential meal;
element of ensuring it is brought to > They use private hire transportation
the attention of the leisure market. services or taxis;
> They shop for souvenirs;
SUPPORT OF SPECIAL EVENTS, > And visit popular visitor attractions.
FESTIVALS, AND ATTRACTIONS:
THE CONTRIBUTION THAT TOURIST
● Types of entertainment: BOARDS AND TICS MAKE TOWARDS THE
BUSINESS TRAVEL MARKET:
Special
Events ● Incentive travel: arranged by
businesses for employees, often with
Festivals
their spouses, as a reward for
Attractions achieving sales or other performance
targets.
● Leisure travellers plan their vacation ● Corporate hospitality: refers to any
around special events that are event for the benefit of an
planned or about to happen; organisation entertaining clients or

staff, or prospective clients, at the
organisation’s expense;
● Tourist boards can assist with
developing incentive programmes and
suggesting appropriate venues for
corporate hospitality events;
● Tourist board websites show details of
forthcoming conventions, in the aim
to promote the destination to
business travellers;
● The benefits of this are:
> secures additional income
generation in the future;
> Raises the profile, (reputation), of
the destination in the public’s eyes.
NATIONAL, REGIONAL, AND LOCAL

CONFERENCES, TRADE FAIRS, AND
EXHIBITIONS:
● Exhibition centres provide services

such as event management, catering,
security, marketing, advertising,
ticketing, audio visual, graphics, and
the Internet and IT, utility and
technical services.

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Acknowledgements and Information:

© UCLES 2020 as the publisher of the Cambridge IGCSE™ Travel and Tourism (0471) syllabus
© r/IGCSE Resources 2023, authored by ItsArtemis
________________________________________________________________________________________
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Notes for Cambridge IGCSE™

1st edition, for examination until 2024

Unit 1: The travel and tourism industry 2

Unit 2: Features of worldwide destinations 10

Unit 3: Customer care and working procedures 17

Unit 4: Travel and tourism products and services 23

Unit 5: Marketing and promotion 29

Unit 6: The marketing and promotion of visitor services 42

STRUCTURE OF THE TRAVEL AND TYPES OF TOURISTS -

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ROLE OF TRANSPORT PROVIDERS:

● Transport provider: provides

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Cheaper Overcrowded It is a more It is an

More storage Slow travel Offers a Baggage

● Rail transport: transport providers

More flexibility Can be a long Inexpensive Travel might

More privacy Can be costly Convenient way Might be dirty

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● Sex Tourism: refers to the practice of

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● Tourist Destination: a physical space FEATURES THAT ATTRACT TOURISTS TO

● NOTE: The more a destination is able ➢ Cost of accommodation;

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● DINKY; INFLUENCE OF PHYSICAL FEATURES ON

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NECESSITY OF GOOD TEAM WORK AND More ideas are Reduced

● Job opportunities in large Improves Employees with

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● Sale: made when a customer

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IDENTIFY AND DESCRIBE TOURISM Hotel bookings

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● Consumer protection: the practice Catering facilities

SUPPORT FACILITIES FOR TRAVEL AND ● Guesthouse: a small owner-managed

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● Regulation: the term used to MAJOR TYPES OF SEA TRANSPORT FOR

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● Non-seeking organisation: one that

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methods that will be used.

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