Tourism-UNIT1 (1).docx

**TRAVEL TOURISM UNIT 1** **Define what is meant by travel, tourism, hospitality and the related areas of leisure and recreation.** **Tourism** Tourism is travel for recreational, leisure or business purposes. The World Tourism Organization defines tourists as people \"traveling to and staying in...

**TRAVEL TOURISM UNIT 1** **Define what is meant by travel, tourism, hospitality and the related areas of leisure and recreation.** **Tourism** Tourism is travel for recreational, leisure or business purposes. The World Tourism Organization defines tourists as people \"traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes\". **Tourism industry** Tourism industry can be defined as a service industry. It includes transportation, accommodation and services. **Hospitality** A term implies whereby a guest who is away from home is welcomed by a host where basic necessities are provided such as food, beverages and lodging. The term is derived from the Latin word 'hospitaire', which means 'to receive a guest'. **Hospitality Industry** An industry comprises business entity of food, beverages, lodging or a combination of these businesses to travellers during their stay in a destination. **Leisure** The condition of having one\'s time free from the demands of work or duty. **Recreation** Refreshment by means of some pastime, agreeable exercise, or the like.  Re-create: to renew or enliven through the influence of pleasurable surroundings; HOTEL PERSPECTIVES When a person is temporarily away from home, the establishment that he/ she is staying at may be defined as a lodging property. This accommodation is normally regarded as a temporary or permanent home where food and beverages, cleaning services and a whole range of other services are normally provided. In return, the lodger will pay a certain amount of fees for the services offered. In other words, **lodging** properties may be defined as establishments that charge fees for providing furnished sleeping accommodations to persons who are temporarily away from home. In considering a package plan offered by a hotel, the manager should determine the number of features, price and time period. The optimum price for a hotel room would be one that maximizes profits. Types of Lodging Establishments \(a) Commercial Hotel An establishment that provides overnight accommodation, goods and services to the brief public or temporary guests needing accommodation for a few nights. \(b) Residential Hotel In contrast to temporary hotels, some hotels have traditionally provided accommodation for long-term guests' individuals who consider the hotel as their temporary or permanent home. \(c) Resort Hotel - lodging establishments that feature recreational activities for guests. These activities may be strictly for enjoyment, health purposes or both. \(d) Airport Hotel - Hotels located near an airport catering to short stopovers or passengers of cancelled flights, providing limousine with pick-up schedules. \(e) Economy Hotel- Lodging facilities for cost-conscious travellers. \(f) Casino Hotel-Temporary hotel that house gaming casinos. They also provide lavish entertainment -nationally known artists and professionally staged shows- as added attractions. Classification of Lodging Establishment can be categorised according to: (a) Star levels - 1.2.3.4.5 stars \(b) Number of rooms - under 150, 150 to 300, 300 to 600 and over 600 rooms \(c) Location- city, rural \(d) Clientele -business, leisure \(e) Facilities and service - Full service, economy \(f) Price -luxury, upscale, midprice, economy, budget Meal Service in Lodging Establishment \(a) American Plan - Rates including 3 meals daily: breakfast, lunch and dinner. \(b) Modified American Plan - Rates including breakfast and dinner. \(c) Breakfast Plan -Rates with full breakfast. \(d) Continental Breakfast Plan - Rates with light breakfast. \(e) European plan - Rates without meals. **Departments in a Hotel** \(a) Front of the House Areas in a hotel where guests come into direct contact such as the lobby, front desk, restaurants, and guests' rooms. (b) Back of the House Areas in a hotel where guests do not come into contact, such as kitchen, laundry, staff cafeteria. (c) Revenue Centre a centre that generates incomes, such as rooms division and food and beverage department. (d) Cost Centre a centre that does not generate income such as maintenance, accounts, marketing and human resources. **FOOD AND BEVERAGE PERSPECTIVES** Definition: Food service may be defined as providing fully prepared foods for immediate consumption on or off premises. The word restaurant originated from a French word which meant 'restorers of energy'. Types of Foodservice Establishments (a) Commercial Catering- **catering** services provided just to earn profits (i) Fine Dining Restaurant Foodservice establishments serving high-quality foods expertly prepared and professionally served. Most food is prepared from fresh ingredients, thus typically among the most formal and often among the most expensive.. (ii) Specialty Restaurant- Restaurants that specialise in a particular cuisine or theme, for example: Overseas Chinese Restaurant (iii) The Brasserie- A small restaurant serving beer and wine as well as food; usually cheap, with limited choice of one or two dishes of the day. The service is fast and efficient. Example, coffee houses in hotels. \(iv) Cafeteria- An eating space with usually self-service, offering a wide choice of hot and cold food and drinks, where clients pay at the cashier. Example: Food courts. (v) Snack Bar- It offers snacks any time of the day, sometimes prepared in front of customers, and food can be eaten at the counter. (vi) Fast Food- Establishment that serves foods for which there is little or no waiting. Its menu is based on a few products (hamburgers, pizzas, fried chicken) with few variations. Food and drinks are served in disposable tableware, to eat in or take away (drive in). Example: Mc Donald's. (vii) Transport Restaurants- Provision of food and beverages to people on the move, such as in trains, flights, cruises. It may be in the form of self-service, a tray meal, a snack bar or a selling trolley. \(b) Institutional Catering (i) Staff Cafeteria Canteen belonging to a company with limited menu choices, usually in the form of self-service. The employees usually pay in the form of food vouchers, or the company provides the meals. Example: hotel staff cafeteria. (ii) Tray Catering Food service essentially conceived for hospitals and old folk's home. Meals are served on the tray according to different dietary needs of the patients. **CHARACTERISTICS OF TOURISM & HOSPITALITY INDUSTRY** 1\) **INFLEXIBILITY** The tourism industry is highly inflexible in terms of capacity. The number of beds in a hotel or seats on a flight is fixed so it is not possible to meet sudden upsurges in demand similarly restaurants tables, hotels beds and flights seats remain empty and unused in periods of low demand. 2) **PERISHABILITY** It is related to the fact that travel products are intended to be consumed as they are produced. For example, an airline has seats to sell on each flight; a hotel has rooms to sell for each night. If the airline is not able to sell all its seats on its flight, or a hotel is not able to sell its rooms for the night then the opportunity to sell the product is lost forever. Service sector cannot keep inventory like products. To overcome this problem, the travel industry has come up with various marketing strategies. One is to overbook. An airline overbooks its seats to a certain extent in anticipation that even though certain customers do not turn up but the flight will be fully seated. Another strategy is multiple distributions. For example a customer can buy an airline ticket from an airline, tour operator or from a travel agent. The chances of perishability are reduced. If the tourist cannot visit the place, the opportunity is lost. Hence, this becomes one of its important characteristics.3) **INCONSISTENCY** A general norm is that in Travel and Tourism industry the product or the package of the tourism can be standardized i.e. for example of 2 days 3 night in so and so hotel, but the actual experience of consuming this package is highly inconsistent. We hear a lot of travel stories which becomes a portrayal of a lot of bad experiences for example the tourist guide may not be good, the hotels lodging and boarding was bad etc. Therefore there is high level of inconsistency prevailing. 4) **INTANGIBILITY** Travel products cannot be touched as they include flight experience on an airplane, cruise on an ocean liner, a night's rest in a hotel, view of the mountains, a visit to a museum, a good time in a night club and much more. These products are experiences. Once they have taken place they can only be recalled and relished. **Tourism Sectors** 1. **Accommodation** 2. **Food and Beverage** 3. **Adventure Tourism** 4. **Transportation/ Transport providers;** 5. **Attractions** 6. **Travel Trade/ Ancillary services providers** 7. **Events and Conferences/Entertainment;** 8. **Tourism Services/ Business tourism providers** **[Accommodation]** **2. [Food and Beverage]** **3. [Adventure Tourism]** **4. [Transportation]** **[Attractions]** **[6. Travel Trade]** ***This includes travel agencies, tour wholesalers, tour operators and tour guides.*** **[7. Events and Conferences]** **[8. Tourism Services]** **ASSIGNMENT 1** Research the different organisations found in each sub-sector and tell how each is supplying different combinations of products, services and facilities. ENTERTAINMENT TOURISM This chapter will take a brief look at entertainment tourism in its earliest form across regions of the world. It will also take a look at consumer patterns and trends of different entertainment services provided, i.e. live entertainment, casinos, clubs and sporting events and how they inter-relate with other sectors of the economy which belong to both service and commercial markets. Past and present The role of entertainment in the life of human beings cannot be over-emphasized. As far back as the primitive era, humans have sought ways to entertain themselves. In Africa, different tribes and cultures engage in all forms of entertainment, including moonlight storytelling and role plays which could also be regarded in recent tourism world as new age animation and entertainment. Although some of the earliest forms of entertainment are still kept till present in some parts of Africa due to the link they serve between the past and present of most native tribes, others have been lost due to evolution and modernisation of culture and tradition. Some of the reasons they entertain themselves are to derive pleasure and socialise with each other. It also serves as a form of education to the kids. With more countries opening up their borders and cheaper flights available to different destinations around the world, there has been an increased quest by tourists for entertainment outside their immediate cultural sphere. Many would travel very long distances to experience firsthand, entertainment from the traditional era. **Trends in entertainment tourism** In today's world, entertainment has moved from mere storytelling, gladiator fight and horse races to big business. Most people, when asked the question, "what they the most on a vacation", they always have a whole lot to say and you would not be surprised with the answers you get. Entertainment and leisure activities are always top on the list. Casinos, popular pubs, bars, discos, clubs, cinemas, concerts are often reasons for travelling. Most hotel accommodations around the southern European region have also inculcated entertainment shows as a part of their programs to spice up and entertain hotel guests. They realize that in order to retain old customers and attract new ones to their services, they need to pay much attention to impression, i.e., the peak of satisfaction a customer gets from all the services rendered by an accommodation outfit like a hotel or a resort center. This leaves a lasting effect of gaining maximum value for money spent to enjoy one's holiday at an accommodation outfit. **The entertainment sector which is the main focus of the research could also be categorized into different segments**: **Theme Parks** aims to create an atmosphere of another place and time, and usually concentrates on one dominant theme, around which architecture, landscaping, costumed personnel who are sometimes known as animators, and different facilities for entertainment, distraction, recreation, or physical activities, such as rides, shows, food service and merchandise, are coordinate, because the different facilities in a theme park belong to the same enterprise. (Weiermair,& Mathies, 2007, 228.) Examples are the Walt Disney Magic Kingdom, Disneyland, Sea World Florida, Europe Park Universal Studios and many more. Theme parks are majorly child-friendly, which makes them interesting places for families to visit and they are usually filled with numerous exciting rides, a carnival atmosphere, and several cartoon and movie characters. **Amusement Parks** are also form of entertainment for numerous tourists. Unlike the theme park, this is set just to amuse guests. It has an array of rides and games which attract tourists. The world's largest amusement park association is the International Association of Amusement Park and Attraction and it caters for family attractions, especially for children. **Casinos** are in fact one of the places people enjoy as an entertainment option for gaming in their life (Charles and Brent 2012, 179). Casino games are part of attractions that make tourists travel across the globe to be entertained, and are seen in so many bars, cafes and cities around the world. It's an enormous investment which gives return to the economy as a whole and also helps in employment of labour. This entertainment trend is continuing as more and more people visit the casino world. **Cinemas** are another form of entertainment centers which attracts lots of interest from tourists. Movie premiers and artistic displays are always a beehive of activities at the cinema centers. Where famous actors and actresses are present to support their movies 10 Another form of entertainment outfit is performing art theatre where people are given roles to perform as characters different from their original self. It is usually presents live to audience, which could include tourists from several different regions of the world who have travelled all the way just to be entertained by the performances. **Sporting events** like the World Cup, Olympic Games, and the International Association of Athletics Federation´s World Athletics Championship are all examples of mega sporting events (Hansome 2012, 9). They are grouped under entertainment tourism because of the euphoria and the influx of tourist from different parts of the world to the venue. **Four P´s of an entertainment attraction** Entertainment attractions are mostly leisure-related places, which tourists feel can be culturally or structurally important to meet up their excitement or fun state of mind. Most of these places are related to concert, culture, festivals, and sport events. Locations such as auditoria for theatre performances, casinos, and parks might be included. (Tourism: western Australia 2012). In choosing an attraction to market, so many things have to be considered including, what to market, targeted customers, location of attraction, seasonality of attraction, and promotion of attraction. These reasons lead us to what we call the ¨marketing mix¨. The marketing mix of an entertainment attraction comprises of the four P´s, which includes the product, that is. what to be sold; price - the value of what is to be sold; promotion - procedure to be taken in order to make the product known, that is, how will you market the entertainment services will be marketed to the intending tourist or consumer; and place - this implies the location in which the product will be sold. Nowadays, there have been an 18 addition of three more P´s to the mix, which includes physical evidence- this is the experience a consumer has of a service or a tangible product and the customer can feel it usefulness, process-this refers to the method a producer uses in getting the services or product across to a customer, people- this refers to the employer, employee, customer, client and tourist, anyone involved in the process. (generation z marketing 2009). With the addition of three more P´s, it makes it seven P´s of Marketing an entertainment attraction.