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Know the key variables for defining TOURISM (!)
Time, Distance, Purpose
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Know the four different variables causing tourism to be "complex" (!)
- 1. The tourist
- 2. THe businesses providing goods and services
- 3. The government of the host community
- 4. The Host community
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Know the three key variables for defining when someone is a tourist (!)
- Suppy (accom, food, trans, etc.)
- Demand (the tourist's desire)
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Understand the Phases of tourism; and an association related to each (!)
- 1. Anticipation and Planning: American Society of Travel Agents
- 2. Travel to the site: American Automobile Association
- 3. The on-site Experience- National Restaurant Association
- 4. Return Travel: International Air Transport Association
- 5. Recollection: World Travel Association
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Grand Tour (!) (FITB)
- The first study abroad
- Wealth young men
- England, Switzerland, Germany, Italy
- Motivations: culture, health, pleasure, curiosity, science, career, education, art and scenery
- Took about 4 months
- Tribulations= Theft, alps, rivers
- Carriage Rentals: 1829
- Industrial Revolution (1750) started downfall
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Know the key services COOK offered, and the things he introduced to tourism (!)
- Services: connections, tickets, timetables, currency exchange, travel guides, the tour
- Introduced: circular tickets, Cook's coupons, and circular notes
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Understand the challenges and opportunities associated with tourism (!)
Can growth and development occur without creating environmental problems?
How will technology effect tourism?
As tourism grows, where will the workforce come from?
Will tourism change the social structure of countries/communities?
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Marketing Mix Mobility Era (!)
Marketing concept: doing research to understand customers to be ale to satisfy them
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Four P's (!)
- Price
- Product
- Place
- Promotion
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ROI (Return of Investment) (!)
=Monetary return on every $1 spent
If i spent $1000 on advertising and received $2000 of sales on those ads, my ROI would be $2 for very dollar spent
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Consumer Behavior (!)
Study of how individuals or groups select, purchase, and use goods and services to satisfy wants and needs
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Push and Pull Factors (!)
- Push: those things internal to the tourist which make them desire travel
- (attitudes, values, perception, learning, personality, norms
Pull: things external that are contrived to make a destination more appealing
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Optimal Arousal Theory (!)
Tourism is guided primarily by intrinsic motives and the need to escape stress, excessive stimulation, and the mundane
Through travel, the tourist seeks the stimulation or the peace and tranquility they may not have at home or work
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Segment Markets (FITB)
- Segmentation types:
- Geographic Segmentation (gravity)
- Demographic
- Psychographic (not who, but how/why)
- -lifestyle, values, attitudes, desires
- Product/Service-related (leisure, business)
- -based on benefits, preferences, loyalty
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5 step approach for segmenting a market (!)
- 1. Choose a segmentation approach
- 2. Profile the segments
- 3. Forecast each segments potential
- 4. Decide which segment should be targeted
- 5. Estimate likely market share per segment
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Know the differences between Elastic and Inelastic (!)
Inelastic: (doesn't change) cheap hotels and restaurants, business travelers
Elastic: (Changes) high end hotels and restaurants, leisure
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Good Segments (FITB)
Substantial, exploitable, identifiable, durable
Long term (dolly) VS. short term (christina)
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Heterogeneous Mature Travelers (!)
(55 and older)
50% of US disposable income
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Influences upon a tourist (!)
TB= f(EF,IF)
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Know the various perceptual principles, and how they can be used by management (!) (FITB)
- Sensory Adaption
- -Taking thins for granted= Need innovation
- Color and Contrast
- -bright vs. dull
- Context
- -the setting of the interrelated conditions in which something exists/occurs (expectations)
- Figure Ground
- -Item/object that a person will focus on
- Closure
- -tendency to complete the picture, if only a portion is given
- Proximity
- -assoc. of events occurring closely in time
- Perceptual Constancy
- -the ability to view an object as the same, even though the stimulus is changing
- Selective Perception
- -Screening out of selecting specific types of information due to motivations, experiences, or culture
- -Weber/ Fechner Law
- -Amount of change needed to notice differences in relative o the amount of initial stimulus
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3 components of an attitue and which is easiest and hardest to change (!)
Affective- emotion
Cognitive- assumed facts/ beliefs
Behavioral- person's actions
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Know he role that credibility plays in attitudes (!)
Persuasion: can we change attitudes?
Source: Credibility
Family/ Friends VS. Strangers
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Explain the various learning methods (!)
- Conditioning
- -Stimulus-Response
- Modeling
- -by observing or watching
- Latent Learning
- -by doing
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Know the differences between a product and a service (!)
Products are tangible and services are intangible
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Explain the various forms of promotion(!)
- Communication
- -credibility, attribution, encoding, saliency
- Personal Selling
- -moments of truth
Advertising
Publicity and Public Relations
- Sales promotions
- -Incentives, contests, samples, coupons
Word of mouth
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Know the various ways to sell tourism (!)
- Personal Selling
- -find customer needs, sell correct tour
- Missionary sales
- -Dont actively solicit business
- -Selling intermediaries your product/service
- Who helps you sell?
- -CVB's, Chambers of Commerce, Tourism Offices (local to national)
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Know the ranking of tourism in comparison to other industries (*)
- Worlds 3rd largest industry (Auto and Food Stores)
- Employs 7.6 million people in US
- Imports to US: $94 Billion
- Exports from US: $82 Billion
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Know the Ranking of Texas as a US tourism destination (*)
- Ranks 2nd Nationally: behing CA
- 29.2 Bilion travelers o texas annually
- over 450,000 tourism related jobs
- Generates over $1.7 Million in texas
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Imports VS Exports (*)
Imports: monies coming into your economy from tourism
Exports: monies that are leaving your economy from tourism
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Know the expenditure patterns of tourists (*)
- $.38= Transportation
- $.26 =Food
- $.17= Lodging
- $.10= Entertainment
- $.09= Incidentals
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Characteristics of Travel and Tourism (*)
- Movement: Inflow and Outflow
- Multipurpose: retail, gas, food
- Exchange of Money
- Its Local/ Global
- Massive growing industry
- May promote peace and understanding: learning other cultures
- the industry is Fragmented
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Know the various impacts that tourism may have on a community (*)
- Energy Use
- Urban Revitalization
- Environmental Quality
- Economic Growth
- Trade Deficits
- Full Employment
- Quality of Life
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Know the various components of the integrated model of tourism (*)
- External Environment
- - Society and Culture, Politics, Technology, Environment, Economy
- Tourism Services Suppliers
- -Destinations, Attractions/ Entertainment, Transportation, Food & Beverage, Accommodations
- Tourism Promoters
- -Tour Operators, Tourist Boards, Direct Marketing, Meeting Planners, Travel Agents
Travellers
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Roman Empire (*)
(500 BC to 300 AD)
- Tourism for both Middle Class and Wealthy
- Good roads (50,000 mile system)
- Roman Currency and Greek/Latin universal
- Common Legal System
- Inns=30 miles apart
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Mass Tourism (*)
WWI and WWII
- Technology and desire increase
- Automobiles: Better roads
- Airplanes: Lindbergh
- Credit Card
- Leisure time: Fair Labor Standards Acts (1948)
- Oil Crises
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Crusades(*)
(1096 to 1291)
- Attempting to regain the holy land (9 of them)
- Exchange of ideas and goods (desire is born)
- Afforded less wealthy to travel
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Pilgrimages (*)
(1200 to 1300)
- Religion/ Health= adventure and learning
- Destinations were born
- Arrested and beaten if not a holy mission
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Various types of geography (*)
- Physical: landforms, H2O, Vegetation, Climate
- Human (Cultural): language, religion, dress, food, customs
- Regional: effects of climate, time of year, etc.
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Business perspectives (*)
- Marketing
- Meeting the needs/desires of visitors
- importance of segmentation
- Management
- planning, organizing, directing and controlling
- Finance
- Accounting= communication of financing
- ROI= profit, multiplier and debt
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Primary/Secondary (*)
Primary: needs; things we need to live
Secondary: wants; must fill primary needs first
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Short/ Long term (*)
short term: small portion of your lifetime
Long term: continue through your lifetime
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Intrinsic/ Extrinsic (*)
Intrinsic: for ourselves
Extrinsic: for other people
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Pearce Leisure Ladder (*)
- Fulfillment: feeling peaceful, totally involved
- Self-esteem and development: developing skills, knowledge, and abilities; competency
- Relationship: build/extend relations; enjoying through others
- Stimulation: optimal arousal for themselves; safe but not bored
- Relaxation and Bodily Needs: emphasize basic needs; enjoy sense of escape
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Psychographic Dimensions (*)
- High-energy Allocentrics (south pole)
- -Frequent travelers, use air, exotic, unique
- Low-energy Allocentrics (south pacific)
- - by air, less frequent, more in fantasy
- High-energy Psychocentrics (miami beach)
- -Active, by car of RV
- Low-energy Psychocentrics (Disney)
- -Stay home, near familiar surroundings
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Know various barriers to travel (*)
- Cost
- Time
- Health
- Family Stage
- Lack of Interest
- Fear and Security
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Know the various ways perception can be influenced (*)
Learning, past experiences, peers, atmosphere
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Stereotype (*)
Characteristics which people assign to a certain type of person, a group, or a set of objects= unnecessary labeling
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Understand how a host communities attitude is related to attachment (*)
the more attached a person is to the host community the more resentment they hold toward tourism
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Know the value that Americans feel are the most important (*)
- Self Respect (21%)
- Security (21%)
- Warm Relationships (16%)
- Accomplishment (11%)
- Self-Fulfillment (10%)
- Being Well-Respected (9%)
- Belonging (8%)
- fun, Excitement, and Enjoyment (4%)
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Know the P's of Marketing (*)
Product
(Usually mostly a service)
- Intangible (service) vs. tangible (product)
- Participation= created together
- Non-returnable
- Seasonal
- Fragmented
- "Actors" "Stage"
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Know the four P's of Marketing (*)
Price
Implies quality, value and rarity
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Know the four P's of Marketing (*)
Promotion
- As communication
- -Credibility, attribution, ancoding, saliency
- Personal Selling
- -Moments of truth
- Advertising
- -Publicity and Public Relations
- -Sales Promotions
- -Incentives, contests, samples, coupons
- -Word of Mouth
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Know the four P's of Marketing (*)
Place
Ease of Distribution
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Know the various pricing guidelines that marketers use (*)
- Integrate goals, pricing and profit
- Consider key markets
- Analyze demand
- math price with quality
- Calculate Costs
- Consider Competition
- Consider marketing mix
- use a pricing procedure
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Service Continuum (*)
Pure service to goods with little service
Tangibles VS Intangibles
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Know what Consolidators do (*)
Buy the excess inventory of unsold tickets then resell these tickets at discounted prices through travel agents and or directly to travelers
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Know the differences between 1, 2, & 3 level distribution channels (*)
One Level: Service Provider - Customer
Two-Level: Service Provider - Travel Agent - Customer
Three-Level: Service Provider - Travel Operator - Travel Agent - Customer
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