Leisure travel services

The leisure market is a term used to denote tourists who travel specifically
for leisure purposes. This includes those on a package holiday, travelling
for sporting, religious or medical reasons etc. Adventure tourists, eco-
tourists and cultural tourists also form a part of this category.

Explore the contribution that tourist boards and

tourist information centres make towards the
leisure travel market
Development of packages for the leisure market
The leisure market constitutes the largest market segment within the
travel and tourism industry and the range of products and services to
serve this segment knows no bounds. There are weekend breaks or city
breaks; activity packages or relaxing holidays; summer sun holidays or
snow sports packages; budget holidays, and luxury holidays to name just
a few. For every subdivision of the market there are endless possibilities.
Because the leisure market is so vast, competition here is at its strongest.
Tour operators, airline/accommodation principals and attraction owners,
travel agents, agents of tourism development etc. serve the leisure tourism
market by working consistently to find 'the next new package' with which
· to.tempt the leisure traveller. Sometimes, the core component here is
i the destination itself - somewhere new and relatively undiscovered.
Sometimes, it is the activities on offer - something more adventurous and
daring, or another 'speciality' for the special interest market. It might just be
the brand association also - low cost, prestige, fun-filled, serene.
The figure (Fig. 6. 7) shows how the Mexico Tourist Board promotes a
range of different leisure tourism segments on its 'Visit Mexico' website.

Unique Experiences ~I
Weddings
Honey Moon
Touring
Meldcan Gastronomy TRAVEL EXPERIENCES
Discover more
Whereto go A trip to any of Mexico's tourist destinations will be an exper1enCe
Discover you'll never forget When planning your trip to Maxlco consider the
Worid Heritage Sites
three possibilities listed below. Wheather you opt for a romantic
gateway or a cultural tour to learn IT10l9 about the historical roots
of our nation, you'll walk away thoroughly satisfied.

> Weddings
> Honeymoons
> Touring
> Maxican Gastronomy
> Discovllr Mon,
> Wllenltogo
> Vt\lrld Heritage SitBe
~I

Source: http://www.visitmexico.com/en_gb/Visitmexico/Visi_Estilos_de_Vida

fig. 6.7 Promoting range of leisure tourism

L • .1
 ~aG ~sitor ~

Below is a press release which shows how the Mexico Tourism Board
works in collaboration with airline principals to develop specific leisure
travel packages.

'f.;campfe
Press Release
1he Mexico Tourism Board, Cancun, Riviera Maya, Asur (Aeropuertos del Sureste) and the Mexican
private sector, are pleased to announce that British Airways is to start flights to Mexico's most important
tourist destination with two direct flights a week from London Gatwick to Cancun from November 2010.
A Boeing 777 will serve the route, offering a choice of three cabins, including BA's Club World business
class with fully flat beds. Manuel Diaz Cebrian, Regional Director for Europe, said "We're delighted
that BA is offering the only UK scheduled direct flights to Cancun. It is the perfect addition to Gatwick
Airport's long haul premium leisure network, as well as offering upmarket internationally recognised
luxury hotels, unspoilt beaches and award winning golf courses and spas, it is also the gateway to the
Yucatan Peninsula with its Mayan ruins and ancient history:' The first flight will leave Gatwick on
November 3, 201 0 at 12.45pm UK time and arrive in Cancun at 5.45pm local time. Flights and holidays
go .:.n sale from Tuesday June 15, 2010.

Whatever the 'next new package' is, marketing and promotion will
be an essential element of ensuring it is brought to the attention of the
leisure traveller. Therefore, all of the providers in this market seek the
help of tourist boards and tourist information centres in the marketing
process of leisure packages.

SUPER, NATURAL BRIT ISH COLUMBIA•

~ CANADA

Tourism British Columbia is recognised as a

leader in tourism marketing and development,
responsible for marketing the Super, Natural
British Columbia brand to the world. Tourism
BC's mandate has been to promote development
and growth in the tourism industry and to
increase revenues and employment throughout
British Columbia.
Tourism BC works closely with British
Columbias tourism industry to promote and
------ C~-i:i~b, dge IGC ravel and Touri

develop tourism throughout the province and and promotional campaigns in countries around
to ensure the continued long-term growth and the world.
prosperity of BC's $9.8 billion industry. Tourism One of the recent tourism marketing themes
BC markets British Columbia as a preferred promoted by Tourism BC on their website was
travel destination to consumers and the travel the '50 things to do before you die' theme which
industry through a variety of joint marketing was linked to providers of each travel experience~
""'"--.--
A selection of the "50 things to do before you die,, in the Summer
2009 S0th-anniversary issue of British Columbia Magazine.
#7 HURL YOURSELF FROM A GREAT discomfort. "It feels very free, very light;' says
HEIGHT Krissy Montgomery, an instructor at Tofino's
Make like a bird-or a human yo-yo. British Surf Sister Surf School. "Your mind goes
Columbia's two commercial bungee sites provide clear; it's like a spiritual experience. A ride is
safe and beautiful settings in which to take the sometimes two or three seconds long, and yet it
plunge. Whistler Bungee offers year-round will change your whole daY:'
jumps over the Cheakamus River, with views Tofino, north of the Pacific Rim National Park
of old-growth forest and basalt column cliffs. Reserve, is British Columbia's undisputed surf
You'll plummet more than 45 metres, tethered capital. Thousands of wannabe wave riders
by a strong, highly elastic cord fastened around descend on the Clayoquot Sound community
your ankles or chest. Past participants include each year. The area is ideal for beginners because
a man who jumped on his 100th birthday, says waves roll onto a forgiving sandy shoreline and
operations manager Matt van der Horst. "He are less concentrated than at rock or reef breaks.
said it was just one of those things he had to do:' Extra elbowroom on the nice long beaches
helps to maintain a friendly vibe in the water.
#8 SURF A WEST COAST WAVE
And because there are several sites to choose
Bobbing for hours in frigid water with your from, it's almost always possible to find a beach
body shrink-wrapped in neoprene may not where wind and wave conditions are P.erfect for
sound like fun, but diehard West Coast surfers surfing.
say the thrill of catching a wave erases all Source: http://www.bcmag.ca/readonline/article/?id=2949

Exploitation and support of special events, festivals and attractions

Leisure tourists travel to different destinations around the world in
pursuit of the leisure and recreation activities on offer there. Leisure and
recreation activities should be enjoyable, satisfying, interesting, diverting
or otherwise capable of sustaining pleasure for the individual. Common
forms of recreational activities include attending special events, festivals
and visiting attractions.
Many leisure travellers plan their vacation around a special event
that is taking place or about to take place. This could be a sporting event
such as the football world cup championships or the Olympic games; a
cultural event or festival such as Mardi Gras in New Orleans or II Palio
 ~ -\J)""'
an_ i_j/ visitor serif
in Siena (bareback horseracing); or celebrating a religious festival such as
Diwali or Chinese New Year.
Tourist boards play an important role in both the planning,
preparation and staging of these events and in the marketing and
promotion of them to the world.

Case 5t udy S: Special events and festivals as tourist attractions

Singapore Tourism Board is heavily involved in in the form of prayer, food such as roasted
supporting the Grand Prix season in Singapore, suckling pig, bowls of rice and occasionally
publicising the event for several months prior to the a local Chinese cake made especially for the
race taking place through public relations exercise. occasion. It is not uncommon to see various
1his is to raise the profile of the event in the forms of tents set up in open fields during
eyes of both Singapore's own residents and the this period for entertaining the spirits with
leisure tourism market. Tickets to the event boisterous live wayang and getai performances,
usually sell out very quickly and it brings a huge not only depicting tales of the divine gods and
boost to the tourism economy. goddesses, but also stand-up comedy with a local
twang and song and dance. ,
The festival is so widely-practised that special
joss paper bins are set up for believers to burn
their paper money in (believed to translate into
great fortune in the afterlife).-From grand feasts
costing thousands of dollars to nuppetry, opera
and singing performances to appease these
roaming spirits is fascinating to watch. Tourists
often flock to various neighbourhoods like
Chinatown, Redhill and Geylang to check out
this truly local experience.
Similarly each year, usually in the months of

tli
August and September, the Chinese i~ Singapore
observe a large-scale tradition of paymg res~ects
to the dead. Taoist Chinese believe that dunng
this month, the 'Gates of Hell' are opened and
souls of the dead are freed and allowed to roam
the earth.
The best places to watch how th~ traditional
. are prac tt·sed in Singapore are m the soul of
ntes
the heartlands where fellow believers ~ongre~ate
.
to b urn mcense sti·cks and present their offermgs

a ,,, J
_...;;;.. ______ Cambridge IGCI Travel and Touris

Tourist boards and tourist information centres are very much

involved in the promotion of visitor attractions. Many of the leaflets
and guides stocked are from local attraction providers.

Development of calendar of events

One way that overseas tourists find out about special events in
destinations is through the events calendar usually published by the
tourist board. In some countries this takes the form of a weekly or
monthly 'What's On' magazine, although with the Internet much of this
type of information is now produced digitally as this allows details to be
updated regularly and with ease.
There are even specialist websites that present a international calendar
of events. An example of one of these websites is given below in Fig. 6.8.

whatsonwh fw d out whats or when '

Enter keyword

Enter loccbon
. ,::;-•:•"···---· ..... _;__ ..-, ···•·::',•.:1
Monaco Grand Prix . .

Monoco

29May

'
1-i<j,-powered ca-s race tlTougi the streets of
. , .. .,,.. , l\llonaco at Forrn.Ja Ole's most glamorous
. - . ., ·-.· :_?I/~
- ~ -.,, ;;;;:./,,, event
Countnes

Cities & Resorts Ii

Source: http://www.whatsonwhen.com/sisp/index.htm#fragment-1
Fig. 6.8 Website pr:esenting international calendar of events

Business travel services

Business tourism can be defined as th e proV1s1on
. . off; il · ·
to the millions of delegates who tt d . ac 1t1es and services
. a en meetings con xh' ..
busmess events, incentive travel d ' gresses, e 1b1t1ons,
. an corporate hosp·tal"t1 1
Busmess tourism is one of the h' h Yetc. each year.
. ig est yielding s
tourism industry. This means th t b . egments of the
a usmess touris ·
growing market, even during-this . d f m is a profitable and a
peno o recess. M
recognise the importance of this g wth ion. any destinations
ro sector and d
extensive business products and . are eveloping
. serVIces to cater to th d
reqmrements of business custom ers. e nee s and
l . Business travellers tend to spend more money ind t· .
e1sure travellers do. The majority ofb . es mations than
usmess travellers stay in high
 ~ ~ ({rc,motiof ~ sitar se~ 24V L
quality accommodation (4 or 5 star rating) and visit restaurants each
evening for a meal. Business tourists often use taxis and other forms of
private hire transportation for travel once in the destination. They shop
for souvenirs and often visit some of the most popular visitor attractions
before leaving the destination.

Explore the contribution that tourist boards and

tourist information centres make towards the
business travel market
Specialist business tour operators put together a
.business travel package to cater to the needs of
businesses attending international conventions,
exhibitions, trade fairs and other business events.
Tourist boards and
. tourist
. information c~ntres
help plan, prepare and promote products and
services that will be beneficial to the business
travel market.
Development of packages for the corporate and
convention market
When we think of business tourists, we tend to
think of a business person flying overseas to attend a meeting or a
conference. However, business tourism is about muclf more th~
just that. We often overlook the incentive and cor~ ate hospitalicy
segments of this sector.
Incentive travel is arranged by businesses for employees (often with
their spouses) as a reward for achieving sales or other performance
targets. Corporate hospitality refers to any event for the benefit of
an 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.
The convention market is evolving with many countries having
developed the necessary infrastructure for hosting major international
conferences, exhibitions and trade fairs.
Fig. 6.9 shows which countries and which cities were most popular
for hosting business tourism events in 2009.
Tourist boards play an important role in the marketing and
promotion of conventions ·a:nd corporate hospitality events. National
tourist board websites often show-details of forthcoming conventions.
·· The aim is not particularly" to entice businesses to attend the conventions
but rather to promote the fact that the destination has the necessary
 _.· it

Number of meetings pe r country

Ranking
U.S.A 595
2
3
Germany
Spain
--- 458
360
l

Source: http:/ /www.iccaworld.com/npps/story.cfm ?nppage=2175

fig. 6.9 ICCA country and city ranking measured by number of meetings organised in 2009

facilities to support international conventions. This way other businesses

may consider hosting a convention at the same venue in the future;
thus, securing additional income generation in the future. It also helps
raise the profile of the destination in the eyes of the general public
showcasing the importance of the destination and its accommodation
and conference centre provision.
Many tourist boards will create a separate authority to manage the
marketing and promotion of business tourism. For example, the Doha
Convention Bureau has the role of promoting Doha, Qatar's capital
for conventions and exhibitions, as well as coordinating, planning and
monitoring all-business events in Qatar, working closely with Qatar
Tourism Authority. Toe Malaysia.Conv.ention and Exhibition Bureau

~; d
 .-~
' _jf v1si_to_,r_ ss_~ _ ...;...__ _

(MyCEB) was set up in 2009 by the Ministry of Tourism in Malaysia as

a one-stop centre to coordinate business tourism activities in Malaysia.
It aims to position the country as one of the world's leading business
tourism destinations. One of its roles is to provide advice and assistance
to business event organisers in planning and promoting their events to
international businesses.

R(ampfe
The Macau Business Centre is an organisation
governed by the Macau Government Tourism
Office and was created in 2006 to represent the
needs of the business tourism industry in Macau.
It supports the industry with research, training
and event management.
Its main functions are:
• To market Macau internally and
externally as a business tourism
destination;
• To promote local suppliers, acting as an
important point of contact;
• To carry out market analysis of the
business tourism industry;
• To organise education and training programmes for business tourism providers;
• To integrate public and private sector activities in order to produce competitive business tourism
products and packages.

National, regional and local conferences, trade fairs and exhibitions

Many countries have a main or national exhibition centre. In the United
Kingdom, the National Exhibition Centre is located in Birmingham. The
NEC is the busiest exhibition centre in Europe, staging around 160 trade
and consumer exhibitions each year, ranging from world-famous public
shows such as the Crufts Dog Show and Clothes Show Live to huge
international trade exhibitions like IPEX and Spring Fair, Birmingham
among others. Ov.er four million people visit the centre's 21 halls each
year. The NEC is much more than just space for hire. It provides a
range of services that provide everything needed for a successful event
including ev.ent management, catering, security, marketing, advertising,
, ticketing. audio visual, graphics, the Internet and IT, utility ~nd
,tecnnical services.
~ 1dge IGCl _ravel andTouris

Case Study 6: Hong Kong Convention and Exhibition Centre

Harbour View Hotel Hong Kong, the 553-room

Grand Hyatt Hong Kong, a 39-storey office tower,
a 580-unit 46-storey serviced apartment tower,
shopping al_'cade and an underground car park.
From its opening in 1988 through to 30 June
2010, the HKCEC has hosted 38,371 events with
total attendance of over 63 million. The annual
attendance of the HKCEC has now reached 4.8
million attendees along with top buyers and
decision makers from more than 150 countries
and regions from around the world.
In the year 2009-10 a total of 1,185 events with
an average of seven events per day were held at
the HKCEC with the following breakdown:

• 110 exhibitions were held of which 101

were classified as major exhibitions;
• 36 international conferences or
conventions were held;
The Hong Kong Convention and Exhibition • 87 entertainment and special events were
Centre (HKCEC) was opened in November 1988, staged, including 29 film shows and 38
after which Hong Kong's exhibition industry concerts;
experienced a period of rapid growth enabling • 368 banquets were hosted;
Hong Kong to establish its position as Asia's • 584 other events were held, including
trade fair capital and a premier international corporate and incentive events, media
convention and meeting location. The HKCEC is conferences, seminars, and smaller meetings.
adjacent and connected to the Convention Plaza
Adapted from: http:/ /www.hkcec.com/ sites/ default/files/fast
which also includes the 829-room Renaissance facts_fy09-10_eng_my0310.pdf -

How your knowledge and understanding of the

Unit 6 content is likely to be assessed
This unit requires you to carry out a coursework investigation looking
at the provision of visitor services in a destination of your choice.
It is advisable to use a destination close to where you reside as the
coursework requires you to conduct both primary and secondary
research, which is not always possible if you live too far from the
destination you have chosen.
t S: dlt
There is no pre-set title for your coursework - you are encouraged
to discuss a range of hypotheses with your teacher in order to select the
most appropriate investigation, based on the nature and extent of visitor
service provision in your chosen area.
In the past, candidates have presented coursework which compares
the way visitor services are offered by two contrasting travel and tourism
providers - a 5 star international hotel and a local tour company. Othe~s
have made a study of the whole range of visitor services provisions in a
specific locality to see how well the needs of different market segments
are catered. For example, it is possible to investigate the visitor services
provisions at a resort destination in the Maldives for two different
market segments (honeymooners and divers, for example). Equally valid
would be an investigation into visitor services provisions for first time
visitors to Brunei or the appropriateness of visitor services provisions-at
Changi airport in Singapore. ,,
When choosing the focus of your investigation, it is best to consider
first of all where the majority of tourists tend to be in your area;
wherever there are tourists, there will always be travel and tourism
providers offering visitor services.
It is important to remember that the 'written report you produc~ must
be your own individual work. So while it would be okay to work as a
group to collect some of the information, it is not permissible to submit
a group report of the findings.

, .,
 II

n ex
A internationalflights, 161

ABELA EGYPT, 176 job opportunity, 166

accommodation, 1 oil price and impact, 166
providers, 5-6, 9-10 regulation and deregulation, 167
ad hoc contract, 145 scheduled services, 164-165
adventure tourism, 91 tourism development and, 168-169
advertising, for tourism promotion, 126 types of, 161- 165
broadcast media for, 215 Air Transport Action Group (ATAG), 166
display media, 215 air transportation, 1, 12
print media, 215 · Air Travel Organiser's Licence (ATOL), 148
promotion offourist facilities, 126 all-inclusive holidays, 136
strategic, 126 all-inclusive meal plan, 1
tactical, 126 allocation/release back contract, 145
- r .
age appealing packages~141 alpine skiing, 82
AIDA principle, 219-220 American Express, 16
Aintree Racecourse, England, 15 American Society of Travel Agents (ASTA), 152
airline alliances, 168 American Track (AMTRAK) rail services, 13
airline surcharges, 207 ancillary services, 13 7-140
Airport Council International, 165 ancillary tourist services, 16- l 7
airports, busiest, 53 Antarctic Peninsula, 60
airlines flying into Hong Kong and Dubai, 54 apology, 109
Dubai, 55 Arctic fauna and flora, 60
air transport
Arena! National Park, Costa Rica, 92
airline alliances, 168 arrival stage, of guest cycle, 107
busiest airports, 165 Asian tsunami, 2004, 29 _30
chartered services, 165
attitude of local residents, towards tourism
commercial air travel, 167, 169 development, 32
domestic flights, 161, 164
attractiveness of destination, 194
economic impact, 166 influencing factors, 70-7 l
examples of airline failure .during the recession, 166 physical features, 78-94
gateway, 165 reasons for, 74- 78
hub, 165 reference sources, 71 _
73
Austravel, 142 catering facilities, l 0-11
automatic teller machines (ATMs), 139 cave tourism, 89-90
channels of communication, 225
B chartered services, 165
clear speech, in customer service, 113-115
backward integration of business, 143
climate graphs, 62
Bahrain International Airport, 169
climatic environ~ents, world's major, 58-59
Baltimore's Inner Harbour, 24
closed questions, 185
Banaue Rice Terraces, 33-34
Club holiday Mediterranee experience, 142
bar staff, 102
coach transport, 13
bed and breakfast services, 9
Coachtrips.com, 143
billboards, 215-216
coastal tourism, 78-79
Bimini Bay Resort, 29-20
commissionaires, 112-113
Black Abyss, 90
commitment/guarantee contract, 145
Black Labyrinth, 89
commodification, 32, 34
black-water rafting, 89
Commonwealth oflndependent States (CIS), 55
Blue Train, South Africa, 175
communication skills, 112, 114
. Book-A-Bed-Ahead initiative (BABA), 232
barriers to effective, 114
brandimage,202,219
competence standards, in customer service, 101-102
broadcast media, for advertising, 215 competitive business environment, 181
brochures, 120, 145 computerised information systems, 121
Brunei Association of Travel Agents, 138 computerized reservation systems (CRS), 7, 121
Brunei Tourism, 138 conferences, 4
website, 231 consumer protection and tour operators, 148
buffet-style food arrangements, 136 Costa Rica, negative tourism impact, 27
built tourist attractions, 2, 14 courtesy, in customer service, 106-108
businesses, tourism -related, 19 credit card, 139
business tourism crime and tourism, 32
conferences, 4 Croatian National Tourist Board (CNTB), 17
exhibitions, 4 cruise circuits, popular, 172
incentives, 4 cruise holidays, 136
meetings, 4 cruise line companies, 172
business tourists, 4 Cruise Market Watch, 172
business travel services Cultural Avenue project, 18
conferences, trade fairs and exhibitions, 247 culture clash, 32
packages for the corporate and convention market, currency services, 139
245-247 customer care, 98
butler customer service, 105-106 customer service
competence standards, 101-102
C courtesy, tact and diplomacy, 106-108
definition, 98
Campervans, 13
essential personal and interpersonal skills, 111-113
car transport, 13
handling of customer enquiries, reservations and
Casey Tours, Australia, 142
payments, 116-118
 moment of truth, 99 positive, 19
necessity of team work and training, 103-106 ecotourism, 14 l
operational standards, 101 Empire Hotel, Brunei Darussalem, 133
personal presentation, clear speech, numeracy and empoyme
l nt , in tourism industry, 1, 19
literacy skills, 113-115 entertainment venues, 14
policies, 100-102 environmental impacts, of tourism
procedures for handling complaints, 108-109 negative, 27
situations for, 98 positive, 23-24
use of technology, 115-116 Eurolines services, 13
European cruise industry, 173
D European Package Travel Regulations of 1992, 135
debit card, 139 Eurostar service, 13
demonstration effect, 32 Evergreen Excursions, 143
departure stage, of guest cycle, 108 exchange rates, 122
desk research, 185-186 exhibitions, 4
destination (s) exit surveys, 185
defined,49 export leakage, 21
features of popular, 49, 63-94 express coach services, 13
· investigation of, 63-70 external data, 186
major tourism, 43-44 external influences, 187
diplomacy, in customer service, 106-108
direct marketing, 217 F
direct selling, 212
Facebook, 218
discount pricing, ·23l!!eti- ·
face-to-face interview, 185
display media, for advertising, 215
facilities, presentation and promotion of, 123-128, 210
Doha Convention Bureau, 140
family market, 195
'Dolce far Sport' holiday sports, 82
domestic flights, 161, 164 Fidelio PMS (Property Management System), 116
field research, 185
domestic tourists, 1, 3
five stage market research process, 183-185
domestic tour operators, 142
Flic en Flac beach, 79
door attendants, 112-113
Dubai Creek, 83-86 Florida-Caribbean Cruise Association, 172
Fly-drive holidays, 13
Dubai International Airport, 55
fly-drive packages, 17 4
Dubai's Department of Tourism and Commerce Marketing
focus group, 185
(DTCM),39
formal communication, 225
Durban Africa, 232
forward integration of business, 143
Freme Travel Services, Brunei, 7
E frontline staffs, 113
easy-to-use colour maps, 61
ebookers.com, 1SO G
economic impacts, of tourism Galileo CRS, 121, 213
negative, 20-22 GDP, revenue from tourism, 1

I:JI
geographical aspects of travel and t .
' ounsm
continents and oceans, 5 1
different time zones and climates, 56 _ IATA Numeric Code, 152
63
major transport hubs and destinations, 51-55 IATA's Billing and Settlement Plan, 152
Global Distribution Systems (GDS), 7, 121 , import leakage, 21
213
GNTB, 227 inbound tour operators, 141-142
grading scheme, for provisions, 158- 159 Inca Trail, 28-29
Greyhound, 13 incentives, 4 ·
grey market, 196 independent tourism products, 135-136
groups of tourists, 195 independent tour operators, 143-144
guest cycle, 106-107 informal communication, 225
arrival stage of, 107 infrastructure development, for travel and tourism
departure stage of, 108 accommodation facilities, 155-157
guest purchases, billing and payment, 108 for business/leisure tourists, 159-160
hotel reception desk, role of, 107 classification and grading of facilities, 158-159
occupancy stage of, 108 economies of operation and scale of investment,
guesthouse, 9 157-158
guide, tourist, 2, 16, 111-112 infrastructure, concept of, 152-153
guidebooks, 230 in-room products and .services, 160
guiding services, 13 7 measures of efficient operation, 158
transport provisions, 160
inns, 9
H
internal data, 186
half board meal plan, 1 internal influences, 187
handling of complaints, 108-109 International Air Transport Association. (IATA), J.5.1,
Hawaii, effect of tourism in, 23-24 166,169
Headhunting Overseas, 211 international arrivals, 1950--2008, 1
holiday home, 9 International Conference on Climate Change and
Holiday Inns, 9 · Tourism, 60
holiday package, 135 International Currency Exchange (ICE), 139
holiday village (camp), 9 international flights, 161
Hong Kong Convention and Exhibition Centre international tourism, pattern of demand, 40.:.43 ·
(HKCEC), 248 fastest growing region, for tourism, 41
horizontal integration of business, 143 forecast, 50
hostel, 9 historic trends, volume and value, 41-42
hotel, 9 international tourists, 3
hotel organisation, staff in, 101 Internet, as physical outlet, 213
hubs for transport, 165. see also worldwide transport Internet-based service provision, 115-118, 121
within US, 53 travel agencies, 150-151
Hudson Bay Train, Canada, 175 Internet surveys, 185
Hungarian National Tourist Office (HNTO), 38 Internet vs billboards, 215
I ..,__._i....!t_ ._c_a_m
_bndge IGC, ravel andToud~ _._:_....._
interpersonal skills, in customer service, 111-113 London Travel Service, UK, 142
inter-relationships, of travel and tourism providers Lonely Planet, 61
ancillary services, 137-140 long haul journey, 1
components included in tourism products, 135-136 loss leader pricing, 238
island tourism, 83-86
itinerary, 120
M

J Macau Business Centre, 247

Machu Picchu Reserve, 28-29
Journal of Travel Research, 186 mainstream tour operators, 144
Jumeirah Burj Al Arab hotel, 197 Malaysia Convention and Exhibition Bureau
Jumeirah Hotels and Resorts, 110-111 (MyCEB), 247
Maldives, 184-185
K Maldives, expansion of tourism in, 50-51 .
Kenyan Safari, 13 7 Maldives Tourism Promotion Board (MTPB), 222
Kerala Travels Interserve, India, 142 Mandarin Oriental Hotel Group, 100
Ko Tane Living Maori Village, 31 Maori culture, 31
Krakow, catering facilities, 11 Maori tourism experience, 31
Kruger National Park, 24-25 maps, 230
Marine Protected Area (MPA), 30
L marketing, 226
competitive advantage and, 181
Lake Wanaka, 188
customer satisfaction and, 182
land transportation, 1
defined, 180
LateRooms.com, 141
five stage market research process, 183-185
leakages, tourism and; 20-21
functions of, 181-182
leisure tourists, 4
mix, 123, 190-191, 237-239
leisure travel services
in non-profit-seeking organisations, 181
development of calendar of events, 244
PEST analysis, 189-190
· developmerit of packages for, 240-241
positive organisational and product image post,
special events, festivals and attractions, 242-244 181-182
Less Economically Developed Countries (LEDCs),
primary market research, 185
tourism and, 18, 20, 35
primary research techniques, 183-184
Light Rail Transit (LRT) system; 160
in a profit-seeking organisation, 181
listening to complaints, 108
qualitative data, 186
literacy skills, in customer service, 113-115
quantitative data, 186
Liverpool city, economic impact of, 22-23
sales/usage/profitability, 181
Liverpool's Albert Dock waterfront, 24
secondary market research, 185-186
locational factors, 209
secondary research techniques, 133 _ 1
London Gatwick Airport (LGW), 53 84
services, 139-140
London Heathrow Airport (LHR), 53 SWOT analysis, 187-188
market penetration, 238
0
Market Research Society, 183
market segmentation OAG Cruise and Ferry Guide, 119
customers, types of, 196-l 97 OAG Flight Guide, 119
different segments, 194-19 5 OAG Gazetteers, 119
OAG Guide to International Travel, 119
geographic, demographic and lifestyle
segments, 191 OAG Holiday Guides, 119
place as part of marketing mix, 208 _ 2 13 occupancy stage, of guest cycle, 108

price as part of marketing mix, 203 _ 208 Oneworld, 168

online foreign exchange websites, 139
product as part of marketing mix, 197 _ 203
on-line reservation systems, 7
products and relationship with, 192 _ 193
online travel agencies, 150-151
promotion as part of marketing mix, 214 _ 220
open-ended questions, 185
of specific travel and tourism products, 193-194
operational standards, in customer service, 101
market skimming, 238
Orbitz Worldwide, 150
Martin's Lodge, Sinharaja Rainforest, 133
Orient Express, 13
mass market tour operators, 141
outbound tourism, 142
Mass Rapid Transit (MRT) train system, 160
outbound tour operators, 142
Maumian Tourism Promotion Authority (MTPA), 223
outgoing tourist, 1
Mauritius, 78-79, 201
meetings, 4
MICE (Meetings, Incentives, Conferences and
p
Exhibitions), 4 package holidays, 8, 135, 193
MICROS property management system, 116 Package Travel, Package Holidays and Package Tour _ ·
miniples, 6, 151 Regulations 1992, 148 - ·· ·
moment of truth, 99, 106 peak and off peak pricing (seasqnality), 146
More Economically Developed Countries (MEDCs), people skills, 112
tourism and, 18 personal presentation, in customer service, 113-115 ·
motel, 9 personal selling, 217
mountain tourism, 80-83 personal skills, in customer service, 111- l 13
Mount Aspiring National Park, 188 PEST analysis, 189-190
multiple choice questions, 185 Petra, Jordan, 80-81
multiples, 6, 151 PGL, 195
place, as part of marketing mix, 208-213, 239
N Poland, catering facilities, 11
National Exhibition Centre (NEC), United Kingdom, 247 poorism. see poverty tourism
National Railroad Passengers Corporation, 13 Port of Dover, 170-171
National Tourism Organisations (NTOs), 17, 37, 39 positive personal image, pr~senting, 1O1
national tourist boards, 35- 37 postal surveys, 185
natural tourist attractions, 2, 14 postcards, 230
New Doha International Airport (NDIA), 169 poverty tourism, 210
price, as part of marketing mix, 203-208, 238-239
Niagara Falls, 87
numeracy, in custorner service, 113-115 competitors, 207
~ hdge IGC_lavel.andTouri

customer's perception of value for money, 207 sales promotions, 217

discount pricing, 204 stages of campaign, 218
economic factors, 208 target market, 219
fixed and variable costs, 206 timing of campaign, 219
going rate/competitive pricing, 205 trade, 218
'loss leader' pricing, 205 videos and Internet, 217-218
market penetration, 204 promotion, of tourist facilities
market skimming, 204 advertisements, 126
prestige pricing, 205 brochures, 125
price bundling, 205 in-house promotional methods, 128-129
profitability, 206 promotional leaflets, 126
seasonality, 207 via Internet, 126-127
special offers, 205 window displays, 128-129
subsidies, taxation and surcharges, 206 4 P's' of the marketing mix, 190
variable pricing, 205 place, 208-213
primary market research, 185 price, 203-208
primary research techniques, 183-184 product, 197-203
principals, 1 promotion, 214-220
print media, for advertising, 215 publicity, 215
private hire services, 13 public relations, 217
private sector companies, l
product, as part of marketing mix, 197-203, Q
237-238
qualitative data, 186
brand image, 200-201
quantitative data, 186
characteristics, 197-198 .
development of a product/service mix and a
product portfolio, 202-203
R
product features, 201 rail transportation, 12-13
product life cycle, 199.:_ 200 reference sources, 61-62, 118-11 9
services, 198-199 regeneration strategies and tourism, 24
product life cycle, 50 Regional Tourism Committees (RTC), 38
promotion, 226, 239 regional tourist boards, 35-37
advertising, 215 Responsible Travel, 143
billboards, 215-216 retailers, 213
cost-effective means of, 218 retail travel agent, 149-152
defined, 181 consumer protection and, 151-152
direct marketing, 217 road and rail transportation
interconnected purposes, 214 car travel, 173-174
mobile technology, 218 coach travel, 174
personal selling, 217 _ nature and operating economies of, 176
point of sale displays, 216-217 . rail travel, 175 . .
publicity, 215 Rough Guides, 61
public relations, 217 Ruakuri cave, Waitomo, 8 9
 staged authenticity, 32
Sabre Airline Solutions, 121 Star Alliance transports, 168
Sabre Hospitality Solutions, 121 Star Ferry, 171
Sabre Travel Network, 121 star hotels, 10
sales promotions, 217 strategic advertising, 126

San Francisco's Fisherman's Wharf, 24 sub-sectors, tourism industry, 6-17

scheduled services, 164-165 accommodation providers, 5-6, 9-10

seaside tourism, 60 ancillary tourist services, 16-17

sea transportation, 1 catering facilities, 10-11

entertainment venues, 14
cruise circuits, popular, 172
local or regional tourist boards, 17
cruise line companies, 172
retail travel agent, 6
European cruise industry, 173
tourist information and guiding services, 16
main ports and ferry routes, 169
tour operators, 5-6, 8
major types, 171-172
transport operators, 5-6
operating economies, 172-173.
transport providers, 11-13
secondary market research, 185-186
travel agents, 5-7
secondary research techniques, 183-184
visitor attractions, 14
self-catering accommodation, 1
Sudwala Caves, 90
self-completion questionnaires, 185
summer seasons and tourism, 60
serviced accommodation, 1, 9
'sun, sea and sand' package, 141
sex tourism, 32
sustainable tourism, 93 , '-
short haul journey, 1
Swiss ski resort of Lenzerheide, 81-82
Singapore's premier multi-modal public transport service
SWOT analysis, 187-188 . ,,_
(SMRT), 160
Sydney's Darling Harbour, 24
Singapore Tourism Board (STB), 39
Singapore Visitors Centres (SVCs), 39
T
singles market, 195
situation analysis, 187 tact, in customer service, 106-108
SkiSolutions, 143 tactical advertising, 126
SkyBus shuttle bus service, 160 Taiwan, 182
SkyTeam, 168 'Taste of Spain' tour package, 134
Snaefell Glacier National Park, 186 Tasting Tapas, 134
Snaefell Visitor Centre, 186 telephone surveys, 185
sociocultural impacts, of tourism Thomas Cook, 16
negative, 32-34 Thomas Cook agency, 6
positive, 30 timetables, 120
soft skills, 112 Touch4 brand, 231-232
South African Blue Train, 13 Tourism Authority of Thailand (TAT), 127
souvenirs, 230 tourism carrying capacity, 27
special interest customers, 196 tourism-dependent economie.s, risk of, 22
specialist tour operators, 142-143 tourism industry
sport-based tourism, 81 accommodation providers, 5-6, 9-10
 • .dge IGCl vel and Touri

ancillary tourist services, 16-17 tourism information service, 194

catering facilities, 10-11 tourism participation rate, 40-41
country-wise, 43-44 tourist boards, local or regional, 17
entertainment venues, 14 accountability, 225-226
growth, 5 advice and consultation, 228
impacts of, 18-35 channels of communication, 225
industry definition, 2-3 destination management systems, 233
influence of climate on, 59-60 funding, 224
international travel and tourism, pattern of demand, guiding services, 233
40-43 information services, 228, 231
local or regional tourist boards, 17 marketing and promotion, 226, 234-235, 237-239
national and regional tourist boards, role of, 35-38 operation of, 221-226
sub-sectors, 6-17 organisational structure, 223-224
tourist information and guiding services, 16 park and ride schemes, 233
tour operators, 5-6 products, 230
transport operators, 5-6, 8
research, 227-228, 235-237
transport providers, 11-13
reservation systems, 232
travel agents, 5-7
role and function of, 226-229
travel and tourism information centres, provision of, services, 230-233
39-40
setting quality standards, 228-229
types of tourists, 3.,-5
tourist information and guiding services, 16
UK Tourism Society definition, 2
Tourist Information Centres (TICs), 2, 16
UNWTO :definition; 2...:3
tour operations, nature of
visitor attractions, 14
holiday season planning process, 144-145
tourism information centres
negotiation process with providers resorts and travel
accountability, 225-226
'--...
principals, 145
advice and consultation, 228 - \
product managers, role of, 144
channels of communication, 225
tour operator prices, 145-146
destination management systems, 233
accommodation, 147
funding, 224
components affecting, 146-147
guiding services, 233
exchange rate fluctuation, impact of, 146
information services, 228, 231
flight times, 146-147
marketing and promotion, 226, 234-235,
peak and off peak pricing (seasonality), 146
237-239
risk factors, 146
operation of, 222-226
tour operators, 2, 5-6, 8, 193, 196
organisational structure, 223-224
brochure, 61
park and ride schemes, 233
consumer protection and, 147 _ 148
products, 230
domestic, 142
research,227-228,235-237
exchange rates and, 14 7
reservation systems, 232 inbound, 141-142
role and function of, 226-229
independent, 143-144
services, 230-233 integration practices, 143
setting quality standards, 228-229 international, 141-143
 mainstream , 144
mass market, 141
V
nature of tour operations, 144 _ 145 variable pricing, 238
operating characteristics of, 143 Venice Simplon Orient Express, 197
outbound, 142 vertical integration of business, 143
and price, 145-146 Victoria and Alfred Waterfront (Pty) Ltd (V&AW), 26
specialist, 142-143 Victoria Falls, 87-89
trends in the industry, 143 Vilarnau vineyards, 134
'wholesale' function of, 140-1 41 Virtual Tourist Office, 126
visiting friends and relatives (VFR), 1, 4-5
Trans-Mongolian Express railway journey, 133
transport operators, 5-6, 11-13, 193 visitor attractions, 14
transport provisions, 160 visitor's apartment, 9
Trans-Siberian Railway, 13, 175 volcano tourism, 91
travel agencies, 5-7
distribution process, 6-7 w
miniples, 151 waiting staff, 115
multiples, 151 Waitomo Caves, NewZealand, 89-90
online, 150-151 waterfall tourism, 87
operating characteristics, 150-151 water transportation, 12
products and services, 149 wholesalers, 212
retail travel agent, 149-152 wildlife preservation and protection, effect of
role of, 149 tourism on, 23
understanding appointments, 150 World Federation of Tour Guide Associations
travellers' cheques, 139 (WFTGA), 138
TUI Travel PLC, 141 World Heritage Sites, 18
Twitter, 218 Worldspan, 121
World Travel Market, 218
u worldwide transport
air, 161-169
United Nations Educational Scientific and Cultural
road and rail networks, 173-178
Organization (UNESCO), 28
sea, 169-173
United Nation's World Tourism Organization
WTO's Tourism 2020 Vision projects, 44
(UNWTO), 2
United States Tour Operators Association
(USTOA), 148
z
University of Cambridge International Examination's Zimmerman, Jane, 211
Travel and Tourism Syllabus content, 1 Zon Ferry Terminal, Indonesia, 170

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