Case Study: The Disney Model of Customer Care 392 Developing and Managing Tourism Projects i For the general reader, it will show how difficult it actually is to be a leader in tourism - and the problems that we, the traveling public - the tourists - actually pose to businesses – as well as the opportunities and challenges.
Tourism today
Why is it a global phenomenon
This equates to a 4.6 percent increase in demand for travel and tourism per year, which is far greater than the rate and pace of growth in most countries' economies. Tourism is seen as a fundamental right in developed, industrialized Western countries and is included in it.
Those involved in the study of tourism face similar situations within the institutions and organizations they work within, as many academics and researchers have a broad awareness of tourism similar to the general public and therefore have prejudices and opinions about it as a subject. . So tourism and its study matters, especially where it is an integral part of the national economy.
During that period there was a 79 per cent growth in the number of domestic air passengers at UK airports as a result of cheap air travel. While this figure of 85 percent of online bookings has been surpassed by other low-cost airlines, it does illustrate the power of the internet and its role in reaching a new customer base in the tourism industry.
Much of the country's rapid growth can be attributed to the free market reforms (Doi Moi) that created an atmosphere of economic liberalization. The rapid expansion of the country's tourism economy has been accompanied by massive growth in its tourism facilities and infrastructure.
C ONCEPTS – T OURISM , THE T OURIST AND T RAVEL
For example, research on tourism and migration has identified short-term migration of older people wintering in warmer climates – such as British retirees wintering in the Mediterranean – as a new type of tourist. From this starting point, we can begin to explore some complex issues in arriving at a working definition of the terms "tourism" and "tourist".
An organizing framework for the analysis of tourism
This is illustrated in Figure 1.2 and shows that transport is an integral part of the tourism system linking the tourist generating and destination regions. An important element in this experience of tourism is the trip, which is a characteristic of holidays and the use of leisure.
The tour, holidays and leisure time
This approach is also helpful in understanding how many elements are collected by the tourism industry to create a tourism experience. In view of these issues, which help to understand the nature of tourism as a whole, attention is now turning to the scale, importance and importance of tourism as an international activity.
M EASURING T OURISM
1 understand why and how important it is to certain destinations, countries and regions in terms of the size and value of visitors. On a global scale, Table 1.1 shows recent arrival patterns by UN WTO region for and some local trends in international tourism.
That we should use the environment without preserving it for future generations is one of the central arguments in the sustainable tourism debate. At this stage, it is clear that the focus of the book and subject is tourism.
Tourism and management as a focus for the book
The tourism industry is not a homogeneous sector or segment of the economy: it consists of different organizations directly. Some of the organizations directly involved in tourism are responsible for encouraging and promoting tourism development and marketing.
R EFERENCES
F URTHER R EADING
Q UESTIONS
Tourism: Its
A large part of the change is based on the interaction between demand for and supply of tourism opportunities over time. Much of historians' attention has focused on the development of mass tourism in both domestic settings (ie the rise and fall of the English seaside resort) and international settings (ie the post-war growth and development of the package holiday).
Tourism in Classical Times
The Middle Ages
The Renaissance and Reformation
The growth of traveling theaters and patronage of the arts created opportunities for travel. However, throughout the history of tourism, women generally remain hidden as tourists in the same way that in Europe, the leisure and tourist activities of different social classes began to be segregated.
The European Grand Tour
A Key Phase in the History of Tourism Courtesy of Elsevier FIGURE 2.2. the public sector or a combination of both) to rejuvenate the resort and this rejuvenation is the final stage of the model. The visitor season was extended (initially July to mid-August), which provided the basis for further investment and development in the city.
The development of selected leisure destinations in the eastern US by the mid-nineteenth century. Probably the most influential development of the 1930s was the rise of the holiday camp, epitomized by the entrepreneur Billy Butlin.
P OST - WAR T OURISM : T OWARDS I NTERNATIONAL
The rise of new forms of domestic tourism (ie the holiday camp), cruises and air travel have led to changing tastes and trends in holidays. While many resorts and transport providers responded to a wider range of opportunities for travel and holidays, using marketing and promotion (see Box 2.3), the real rise of mass tourism was a post-war phenomenon.
M ASS T OURISM
Lickorish and Kershaw (1958) provide an interesting snapshot and cross-section of tourism in Britain in the 1950s. Many of the trends identified in the UK are part of a wider shift in Western society towards the consumption of tourism products.
Ever since a member of the public joined a Russian space flight in 2001, there has been growing interest in the future growth of space tourism. Some commentators believe that space tourism can be achieved within the next 50 years based on short suborbital flights.
C ONCLUSION
Demand: Why do
In this respect, the essential characteristic of the tourist experience, even in the pre-purchase and recall phase, is to be somewhere (mainly somewhere other than home). The nature of the experience in terms of this meaning, value and human contact separates the consumption of tourism from the way many other products are purchased.
W HAT IS T OURISM D EMAND ?
2 Impaired demand, which consists of the proportion of the population unable to travel due to circumstances (eg lack of purchasing power or limited holiday entitlement). 3 Without request, it is a special category for those members of the population who do not want to travel and those who are unable to travel due to family commitments or illnesses.
H OLIDAY ?
Review of tourism studies published in the late 1970s and the role of push and pull factors. For example, one of the cultural motivators of travel outside New Zealand among young travelers (those aged under 30) is the desire to have "Overseas Experiences" ("Big EO".
Berlin celebrates 60 years of air transport to keep the city supplied during the year-long communist blockade in 1948. It allows a person to temporarily withdraw from many of the environments that affect daily existence.
They can also quit their travel careers or take no holidays at all and thus not be part of the system. These factors can also vary in importance depending on the culture of the travelers, and the relative significance of these motives can also change during individuals' TCP.
Gender and ethnicity
As discussed in Chapter 2, around 40 per cent of the UK population take no holiday in any given year. In the US, the most popular gay destinations are New York, San Francisco, Hawaii, Palm Springs, Fort Lauderdale, West Hollywood, Miami/South Beach and Key West.
Psychographic segmentation
Another notable group that has seen an increase in volume and importance in the UK is the stag party market, as discussed in Box 3.2. Since the fall of communism in Eastern Europe, the market for stag and hen parties has grown exponentially in destinations such as Prague in the Czech Republic and Tallinn in Estonia.
The tourist image of products and places
With these issues in mind, our attention now turns to the case study in Box 3.3 and one of the most discussed markets in outbound tourism – the Chinese. Much of the Chinese tourists' spending is not on luxury accommodation, but on sightseeing, shopping, dining and sightseeing.
The supply of
Herein lies the complexity of the tourism offer – that the product appeal and consumption influences of specific elements of the offer is a more complicated proposition than the purchase of other consumer goods or services. These 'elements of tourism' highlight the extent of the tourism offer, but a number of less tangible elements of the offer (ie image) should also be considered.
Aggressive marketing and a limited number of loss-leaders have characterized the UK's low-cost airlines and privatized railways as their owners try to capture price-sensitive leisure travellers. In other words, is there a possibility of price discrimination in the market to differentiate a whole range of products.
M ANAGING T OURISM S UPPLY I SSUES
BOX 4.1: CASE STUDY: BUSINESS STRATEGY AND CHANGE IN THE HOTEL SECTOR: THE DEVELOPMENT OF THE INTERCONTINENTAL HOTEL GROUP. In 1997, the company sold its medium-sized properties in the United States and retained the brand through franchise agreements.
The tourism supply chain
But probably one of the most visible examples is the Olympic Games as discussed in the case study in Box 4.2. Even in the case of the Manchester Commonwealth Games, the government had to provide an additional £105 million for the project to be completed.
Activities as a focus of tourism: Adventure travel and tourism
Another area of growth in the new millennium, linking activities and tourism, is the rise of adventure travel. This segment of the market was also the fastest growing sector of the tourism industry in New Zealand in the 1990s as it established a number of adventure tourist destinations such as Queenstown with its Awesome Threesome (jet boating, bungee jumping and white water rafting experiences).
T RANSPORT
This illustrates the increasing integration in the tourism sector with different business interests coming together in the supply chain: a feature discussed later in the chapter. In the UK these are a number of national tourism boards, supplemented by regional or area tourism boards and the work of local councils in the public sector.
Tourist services and facilities
Spiraling costs were one of the reasons for the decline of Clarkson's in the UK in the 1970s. Changes in the supply of tourism products through a vertically integrated distribution chain (ie travel agents or direct sales) have begun to limit consumer choice in terms of some of the largest conglomerates.
S UMMARY
Transporting the
Surface transport
In the example shown in figure 5.2, the tourist travels on a number of different modes of transport from the origin to the destination area. The basic principle of a tour is shown in Figure 5.3: the tourist travels to the starting point, then boards the form of transport (a bus or cruise ship) and joins the tour, which follows a fixed route over a period of time.
P OLICY I SSUES IN T OURIST T RANSPORT
In 1968, the UK Transport Act led to a further reorganization of public transport with the creation of the National Bus Company (NBC). This is despite the great economic importance of tourism to the economy of the Highlands and Islands.
L AND - BASED T RANSPORT
Policy changes such as deregulation have also changed the form and nature of tourist transport (as shown by the discussion of air transport in Chapter 6). In some cases, airport authorities have taken the lead, such as the British Airport Authority in the UK, with the construction of the Heathrow Express, a rapid rail link from Paddington in central London to Heathrow, and the decision to launch the new £16bn cross rail project. from east to west London and Heathrow Airport.
The car and tourist travel
It emphasized the importance of seasonality and timing of pleasure travel by car and the dominance of the car as a mode of transport for city dwellers. It also regarded the role of car travel as a form of recreation in itself; the car is more than just a means of transport.
