Introduction to Hospitality and Tourism Management - Lesson 3: Tourism Stakeholders - PDF

INTRODUCTION TO HOSPITALITY AND NOM DETOURISM L’ASSIGNATURA / NOMBRE DE LA MANAGEMENT ASIGNATURA / NAME OF THE COURSE GRUP / GRUPO / GROUP Lesson 3. Tourism Stakeholders PROFESSORAT / PROFESORADO/ PROFESSORS IRENE MARTÍN GRAU DE BACHELOR’S...

INTRODUCTION TO HOSPITALITY AND NOM DETOURISM L’ASSIGNATURA / NOMBRE DE LA MANAGEMENT ASIGNATURA / NAME OF THE COURSE GRUP / GRUPO / GROUP Lesson 3. Tourism Stakeholders PROFESSORAT / PROFESORADO/ PROFESSORS IRENE MARTÍN GRAU DE BACHELOR’S DEGREE TURISME / GRADO DE IN TOURISM TURISMO / BACHELOR’S DEGREE IN TOURISM Barcelona, 9th October RECAP Last week... Positive and negative Tourism Impacts: o Economic o Socio-cultural o Environmental LET’S START… Introduction to Tourism Management Lesson 0. 18.09. Presentation Lesson 1. 25.09. Introduction to the Tourist Phenomenon Lesson 2. 02.10. The phenomenon of contemporary tourism Lesson 3. 09.10. Tourist Market + Agents Lesson 4. 16.10. Tourism and Territory (Prof. Toni Quinlan) Lesson 5. 23.10. Tourism Management Lesson 6. 30.10. The business ecosystem of tourist companies Lesson 7. 06.11. Intermediation companies Lesson 8. 13.11. Tourist Transport companies Lesson 9. 20.11. Tourist Information Services and promotion Lesson 10. 27.11. V CETT Smart Tourism Congress Barcelona Lesson 11. 04.12. Exam recap Lesson 12. 08.01. Activity development Lesson 13. 15.01. Activity presentation WHAT ARE WE GOING TO DO TODAY? Today... Understand the tourism market: supply and demand Meet the stakeholders involved in the tourism industry 3.1. Tourism Market Tourism Market: supply and demand Tourism is included inside the market as a structure based on a supply and a demand. TOURIST DEMAND TOURIST OFFER Tourists Tourism Resources, Products Potential tourists Infraestructures Tourist companies: transportation, intermediaries, accommodation, F&B... 3.1.1. Tourist Demand Tourist Demand: definition Tourist Demand can be defined as: "The total number of people traveling or wishing to travel, to use facilities and services at places away from their places of work and residence". Mathieson and Wall (1982) It is mainly composed by: Real Tourists: they want and can travel Potential Tourists: they want but can't travel Also, we can talk about Deferred Demand, referring to those that can but don't want to travel. The Tourist Demand can be measured taking account the following aspects: Number of Tourists Overnight stays Tourist spending Etc Remember that the Tourist Demand is a dynamic aspect. Tourist Demand: facts and motivations When we study the Tourist Demand, we can analyze different basic elements in order to characterize it. Can you give some examples? SOCIODEMOGRAPHIC DECISION PROFILE: age, TOURIST MAKING: employment, education SPENDING motivation,... level... COUNTRY OF TOURIST CHARACTERISTI RESIDENCE SATISFACTION CS OF STAY These elements are often combined to get a clearer and more accurate picture of the tourist profile of a destination. However, they can also be examined on their own. Many destinations have built their tourist profile. Tourist profile. El Hierro (Canary Islands) Tourist profile. Barcelona City Source: Turismo de Canarias Source: Observatori del Turisme a Barcelona BRAINSTORMING WHY IT IS IMPORTANT W TO IDENTIFY AND ANALYZE TOURISM DEMAND FOR A DESTINATION? Which factors may affect the New Traveller Trends? Socio- cultural Globalizatio changes: n: new family more Visit types, Friends improvement Relatives of cultural travellers level... New generations Technology : + Social new travel Networks habits Tourist Demand: other types Tourists are not all the same, they do not share the same interests. Moreover, the world and society have changed significantly in recent years, leading to the emergence of new types of tourists with diverse needs. Bleisure Backpackers Luxury Hyperconnected Wellbeing Tourist Tourist Demand: new type of families Solo travellers DINKY PANK Single with kids Tourist Demand: generations BOOMERS (1943 – 1960) Less rigid budgets and spend more on hotels Longer trips (10.5 days on average) They value informative content and helpful reviews and are less likely than other generations to be influenced by deals Tourist Demand: generations GEN X (born in the early 1960s to late 1970s) Family travelers who use reviews and informative content during the planning process. Read reviews of places they want to visit before making a decision. They heavily rely on online travel agents, travel review sites, and search engines when planning a trip Tourist Demand: generations MILLENNIALS (born in the early 1980s to early 1990s) Frequent travelers and deal-sensitive, with a wide range of interests, from dining and drinking to exploring. They take four or more trips a year, but their trips are the shortest in duration compared to other generations. They are influenced by blogs or articles about travel destinations, and use an online travel agency (OTA) to book their trip. Tourist Demand: generations GEN Z Open-minded travelers, mobile-savvy, and budget-conscious, looking to check items off their bucket list. Use their smartphones when seeking travel inspiration. They travel with a similar frequency to Generation X (2.5 trips per year on average). When it comes to travel inspiration, this generation is the most influenced by photos posted by their friends on social media (while Boomers are more influenced by experts). Tourist Demand: future? BRAINSTORMING WHAT WILL THE TOURISTS W OF THE FUTURE BE LIKE? 3.1.2. Tourist Offer Tourist Offer​: definition Tourist Offer can be defined as: "A combination of services and products that are presented for consideration by a tourist who wishes to make a trip". Naranjo and Martínez (2022) Tourist Offer​: types Tourism goods and services. BASIC Ex: Accommodation, Transportation, TTAA... Goods, which are not exclusive to tourism, but which COMPLEMENTARY are nevertheless in demand by tourists. Ex: Shops, Supermarkets, Leisure... ATTRACTIONS + PRODUCTS Tourist Offer: interaction Tourists interact with elements and destination suppliers: DESTINATI Accommodation ON Transportation F&B Activities Attractions Regulations DIRECT SALE Tourist Offer: interaction DESTINATI Accommodation ON Transportation INTERMEDIARI F&B ES Activities Attractions Regulations 3.1.3. Tourism Agents BRAINSTORMING WHAT ARE THE AGENTS INVOLVED W IN TOURISM, SPECIFICALLY IN A TOURIST DESTINATION? But first... what is an "agent"? They relate to the decisions of a tourist destination (stakeholders). They include those involved in the tourism activity and its value chain. They need to work together and cooperate for the success of the tourism activity and destination. They can be public or private.  Public Tourists Enterprises Administration Residents Territo ry Quick activity... 1. In groups, choose a destination. 2. Look for their tourist profile (nationality, age, motivations, etc.). 3. Look for relevant tourism data on their demand: number of tourists, average expenditure... Remember to use reliable sources, you can visit the websites of the tourism organizations of your chosen destination. THANK YOU!