Management of Travel & Tourism Operations

Main topics of study:

The Place:

  • Inhabited Places
  • What Makes a Place?
  • Population Growth
  • Natural Characteristics
  • The Built Environment
  • The People & the Patterns of Life
  • The Economic Situation
  • Political Standards & Systems
  • Historic & Artistic Characteristics
  • Media, Entertainment & Recreation
  • International Links
  • Pace of Change
  • Urbanisation
  • Places Are Unfinished

Tourist Destinations:

  • A Destination
  • Domestic Market Foundations
  • Visitors
  • Types of Destination
  • Purposes of Travel
  • General Interest Tourism
  • Special Interest Tourism
  • Special Interest Focus & Purpose
  • Business & Professional Travel
  • VFR, Health, Religious & Other Travel
  • The Destination & its Three Stages
  • The Destination as a Marketing Mix

Visitors:

  • An Initial Framework
  • Travel Motivations
  • What Competes?
  • Ego Benefits
  • Popular Culture & Mass Tourism
  • The Tourism Product Includes Other Tourists
  • Tourism Communities
  • Visitors’ Interpretation
  • Not Meeting, Meeting or Exceeding Expectations
  • Visitor Surveys

Product:

  • From Destination to Tourism Product
  • The Total Product
  • Product Components
  • Diversification
  • Change
  • Space
  • The Intangibles
  • Accommodation
  • Predominant Features
  • Completeness
  • The Marketing Mix

Accommodation:

  • Types of Accommodation
  • Size & Characteristics of Units
  • The Accommodation Product
  • Project Feasibility
  • Factors Influencing a Destination’s Accommodation
  • Shaping a Destination’s Accommodation Mix
  • The Role of Tour Operators
  • A Commodity
  • The Hotel Room as a Commodity
  • The Health of the Hotel & Accommodation Sector

Transport:

  • Access
  • Change
  • The Travel Marketing Mix
  • International Links
  • Road Transport
  • Railways
  • Air Transport
  • Marine Transport & Inland Waterways
  • Visas & Facilitating Entry
  • Key Transportation Points

Cycles:

  • Cycles in General
  • Product Life Cycles
  • Tourist Destinations Can Fall Away
  • Changeability
  • Proximity to Major Markets
  • Obsolescence
  • Staying Alive

Market Research:

  • The Objectives of Market Research
  • The Business Climate
  • Structure & Complexity
  • Desk Research
  • Intelligence
  • Visitor Surveys
  • The Performance of the Tour Operators
  • Information Systems
  • Disseminating Information
  • Evaluating Results

Image:

  • The Image of a Destination
  • The Core Image
  • The Brand-Image
  • Ethos
  • The Contemporary Viewpoint
  • Setting the Tone
  • Romance, Familiarity & Intimacy
  • Sign Systems
  • Fiction & Reality
  • Other Ideas of Reality
  • The Unfinished Image

Price:

  • Prices & Tourism Receipts
  • Tourism’s Economic Impact
  • Leakage
  • Reducing Leakage
  • Elasticity of Demand
  • Price Related to the Image
  • Currency Exchange Rates
  • The Euro
  • Anti Trust & Monopoly Controls
  • Two-Tier Pricing
  • Yield Management
  • Key Pricing Criteria

Positioning:

  • The Importance of Positioning
  • The Positioning of ‘Classics’
  • Formulating the Marketing Mix Range
  • The Positioning Matrix

Promotion:

  • Where Does Promotion Fit In?
  • What Does Promotion Consist Of?
  • Public & Private Sector Roles
  • Public & Private Sector Disharmony
  • The Different Levels of Promotion
  • Joint Public & Private Sector Approaches
  • Indirect Promotion
  • The Promotional Budget

Governance:

  • Looking at Governance
  • Managing the Tourism Sector
  • Approaching Tourism Sector Management
  • The Role of the Government Tourism Administration (GTA)
  • Words & Concepts
  • Tourism Development Planning
  • Consensus Building
  • Involvement, Participation & Change

Sales:

  • Forecasting
  • Selling Tourism
  • Facilitation
  • The Product on the Travel Agent’s Shelf
  • The Tour Operator’s Catalogue or Brochure
  • Consumer Protection
  • Reservations Systems
  • The Retail Travel Agency
  • Checking the Retail Network
  • Airlines
  • Selling Business & Convention Tourism
  • The Speed of Sales Decisions

Management Tools:

  • The Relationship Between the Public & Private Sectors
  • Different Ways of Seeing – Types of Approach
  • Using the Tools
  • Public Awareness
  • A Sector-Wide Training Programme
  • Developing the Destination

Regeneration & Re-engineering:

  • Cycles & Positioning
  • Future Development
  • Improvement Opportunities
  • Modifying Markets & Repositioning
  • Tourism Policy
  • The Degree of Development
  • Incentives
  • Listing the Projects

Expansion:

  • Planning as Part of Management
  • Tourism Planning
  • Carrying Capacity
  • Investment Promotion
  • Investment Workshops
  • Facilitating New Investment
  • Repositioning Through Expansion
  • Expansion Decisions

Quality & Standards:

  • Quality & Quality Management
  • The Control Cycle
  • The International Standards Organisation
  • Management Style
  • A Question of Values
  • Quality Circles
  • Tangible & Intangible Items
  • Empowerment
  • Quality Control & Improvement
  • Quality Management Workshops & Other Training Incentives

Legislation:

  • A Legislative Framework
  • All Sectors of Society
  • Registration, Licensing, Classification & Grading
  • Minimum Standards
  • Checklist for the Development of Tourism Regulations
  • The Right of Appeal
  • An Ombudsperson

Physical Planning:

  • The Planning System
  • Different Planning Levels
  • Environmental Impact
  • Planning Regulations
  • Listed Buildings
  • Outdoor Advertising
  • Building Regulations

Classification & Grading:

  • The Purposes of Classification & Grading Systems
  • The Failure of Government-Driven Systems
  • Helping the User Choose
  • Who Can Operate a Classification and/or Grading System?
  • The Difference Between Classification & Grading
  • Advisory Services & Training
  • The Scottish Tourist Board
  • Inspection
  • Private Sector Guides

Human Resources:

  • The Place of Human Resources Development
  • A Human Resources Development Strategy
  • Working Conditions
  • Future Workforce & Training Needs
  • Minimum Standards
  • Training Institutions & Programmes
  • A National Council for Tourism Education & Training

The Tourism Sector Checklist – Part I:

  • Managing the Sector
  • The Checklist Approach
  • The Structure of the Checklist
  • Description of the Destination
  • Tourism Policies
  • Positioning
  • The Marketing Mix
  • Visitors- The SWOT Matrix

The Tourism Sector Checklist – Part II:

  • The Tourism Development Strategy
  • Human Resources
  • The Management Tools
  • Organisation & Management