旅游文献管理选读重点.docx

Unit 1 The Sunshine IndustryTourism and Tourist in Profilenn Economic influencesnn One of the fastest growing industriesnn Mediterranean, Caribbean Seas, Pacific coastlines of Mexico, Florida, and Hawaii.UNWTO World Tourism Organization(世界旅游组织) WTTC World Travel & TourismCouncil （世界旅游业理事会）Who are tourists?A person who is visiting some place other than his usualresidence for more than 24 hours. (UNWTO)Excursionist : A person who is away from his usual residence for less than 24 hours, or at most weekend.Purpose: leisure, recreation and holidays; VFR, health, religion; business and professionalnn Marketing approaches are differentThe Evolution of Modern Tourism1841, Thomas Cooknn After World War air transportation, disposable income, urbanizationMMT( modern masstourism)nn Generation countries: 80% from industrialized countriesTourism in Developing countriesNew emerging destinations: China,India, Mexico, Middle East, Africann Sun-and-sea areasnn Domestic tourismnn Multiplier effectnn Leakage nn Labor-intensive industryMajor ComponentsAccommodationnn Catering nn Transportnn Travel organizer (tour operator and travelagent)nn Attractions (natural and built resources)nn Destination organizationsThe FutureMore peoplenn Diverse and complicatednn New patterns, activities, interestsnn Many opportunitiesnn Growing continuallyUnit 2 Tourist TransportationTransportationPeople have always traveled until todaynn Additional demand with mass transportnn Increased pressure on transportation meansObjectivesUnderstand the role of air service in the tourism industrynn Be able to explain the categories of airline service;nn Understand the normal procedures in the airport.Airline Advantages n speed of travelnn Efficiency: Buy and checknn Check bags to final destinationnn Cheap tickets ( reason:price wars)The MinusesN Fear of flyingnn Delaysnn Hub and spoke systemnn Long time to go and come from airportsAirlinesnn Enormous growth in 60 yearsnn World War 2nn Robust recent growthnn Importance of technologyFuturenn All poised for growthnn New technologiesnn Safetynn More competition ( same peer; other modes of transport)Unit 3 Tour OperatorsAdvantages of Package Toursnn PriceConsiderable savings are passed on to the customers.nn Conveniencemake the travel arrangements in one place at one time.nn Accessibilitymake it possible for people to visit manyremote or rugged area.Major Operatorsnn Thomas Cook & Sonsnn American Expressnn Airlines: go into hotel business, strong links with large-scale tour operatorsnn Shipping companies: cruiseThe developmentnn Emergence :ITX（Inclusive Tour Excursion) fares on the scheduled airlines. Or Charter entire planes.nn Expansion: more people to travel, many changes in management and methods of operation, a sounder financial base.nn Variety: large internationally oriented companies vs. smaller scale specialist operators.nn Large operators: Strong financial ability Offer standardized package Monopoly power The economies of scale Environmental impact Social impactnn Smaller operator: Packages for selected countries Offer a dedicated range of specialist activity holidaysTour Operators and the Image of the Destinationnn Create the image of the destinationnn Interpret the market needsnn Significant to a long haul, relatively expensive destinationnn Influence tourism flowsHoliday Package and Guided Tournn Holiday package To a resort No frills 3S and activity Local color is not an important considerationnn Guided Tour Sightseeing Some other special attraction Accompanied by a guide Principle attraction: the activity Require careful arrangements Key to success: experienced tour guides a psychologist as a travel expertUnit 4 Travel AgentsThe Retailer of the Tourism Industrynn Similar to clothing storesnn Sell intangible servicesnn Sell all kinds of tourist productsnn Principal distribution channel for tour operatorsnn Sell to publicPromotionnn The cost is paid by tour operators.nn They do some local advertising.nn Make direct mailings to lists of customers.The Business of Travel Agencynn Attract people with experience in the tourist industrynn The initial cost and continuing overhead are lownn Location! Location! Location!nn Need a steady clientele.nn Trend: operating chainsRewardsnn Financialnn Simply involves dealing with the publicand serving their needsnn Opportunity to travelnn Opportunities for independent operationUnit 6Promotion and Management of a DestinationWhy Marketing (1)nn Recent conceptnn Bit less than one centurynn Started in the USnn A postulate of market economicsnn Demand equals offer2nn Since its inception, markets have been plagued by crisisnn The peculiarities of capitalist economic crisesnn Overproductionnn Demand lags behind economic capacitynn From boom to bustThe Goals of Marketingnn Equalize supply and demandnn Win an edge over the competitionnn Product recognitionnn Product fidelitynn Branding-Having more consumers-Having more faithful consumersThe Basicsnn Market researchnn Market segmentation Demographics Activities Interests OpinionsFrom Needs to Attractionsnn Any of those needs may become a tourist attractionnn What is an attractionnn Any object or activity that may invite one or more persons to take a trip to enjoy itnn In this way, anything may become an attractionMarketing, Sales and Promotionnn Are they different?nn Sales-To sell something to sb.nn Promotion-any attempt by anorganization to stimulate sales by directing persuasive or informative communications to current or potential customers.Traditional Types of Promotionnn Publicity: free advertising. Stories placed in newspaper and magazines News events Public relationsnn Advertising Target MediaThe Aim of Destination Marketingnn To retain the established marketnn To enlarge the market sharenn To overcome seasonal bias(seasonality)Unit 11 Hotel ManagementWhat is “Franchising”nn Franchiser and Franchiseenn Selling by the franchiser of the right to market a proven product.nn A legal agreement that allows one organization with a product, idea or trademark to grant certain rights and information about operating a business to an independent business owner.nn Franchisee pays a fee and royalties.Why a “formula business”?nn Brand and formula are carefully designed and properly executednn Franchiser-expand brand, reap profitnn Franchisee-start up a new business quickly based on a proven trademark and formula of doing businessThe Hotel Industrynn Segmentation of supplynn Luxury hotels to motelsnn From individual hotels to franchisesnn Holiday Innsnn The high density of the hotel sector is a reality. The ten largest groups in the world total control over three fourths of the hotel supply of the 100 largest hotels of the sector.nn Operating company-owned propertiesnn Then franchisingnn Assurance of successnn A suitable area to employ capitalnn Be favored by banks and lending institutionsnn Two way-street: Franchiserbe able to expand it business in a relatively short period of time/ must provide certain services and convey rights to the franchisee. Franchisee benefit from t