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What is Hospitality? The provision of accommodation, food, and drink for people away from home for reward
Early Accommodations -Private dwellings -Caravansaries -Monasteries -English taverns -Ordinaries
The Lodging Industry -WTO says world hotel room inventory grows about 2.5% a year -Occupancy rates average 65% -1980's overbuilding-North America -Locally- Overbuilding in Ft.Collins, low occupancy
Regions where rooms are found -Mostly Europe 2nd- North America 3rd- Asia & Pacific
Profile of the U.S. Lodging customer BUSINESS -Male -35-54 -Income $85,900 -Alone 56% -Reservations 90% -$112 ADR
Lodging Industry trends -Technology -Franchising -Chains -Segmentation -Brand Diversification
Lodging Terminology Occupancy/Average rate= Rev. PAR -Full Service hotel -Limited Service hotel -Resort Hotel -Convention Hotel
Chains vs. Franchise Chains- effectively do many things than the independent owner. chain wide Franchise- get a known name (chain) not always achieve the quality desired by the chain
Bed and Breakfast, Timeshares B&B- growing segment, found in many areas where major hotel & motels do not build, they are unique, advertise through travel guides -TS- FASTEST GROWING SECTOR, worldwide US leading Florida #1 in US
Attraction Elements of the tourist product which attract visitors and determine the choice to visit one place rather than another MAIN MOTIVATORS FOR TRAVEL
Expenditures of attraction receives the smallest amount of tourism revenue... rest of money goes to lodging and air travel.
Early attractions -Cities/trade centers -Early monuments -Spas and seaside resorts -Festivals and athletic contests
Seven Wonders of the Ancient World 1. Great Pyramid of Egypt 2. Hanging Gardens of Babylon 3. Tomb of Mausolus at Halicarnassus 4. Statue of Zeus 5. Colossus of Rhodes 6. The Great Lighthouse 7. The Temple of Artemis
Typology of Attractions -Cultural Attractions -Natural Attractions -Festivals and Events -Recreation Attractions -Entertainment Attractions
Cultural Attractions -Historical Sites *National Registar of Historic Places *National Trust for Historic Preservations -Architecture -Cuisine -Museums
Natural Attractions - Landscapes - Parks and Forests - Flora and Fauna - Islands - Natural "wonders"
Most Visited park areas in the U.S. 1. Blue Ridge Parkway 2. Golden Gate National Recreation Area 3. Great Smoky Mountains National Park
Festivals and Events -Festivals, Religious events, Sporting events, conferences and trade shows Types: Historic, Special Interest, Seasonal, Music (Celebration)
Historic Reenactments -The Civil War Reenactors -The Renaissance
Special Interest Festivals -Jack Daniels BBQ -Oktoberfest -Festivals around specific seasons or times
Music Festivals Events ex: New Orleans Jazz and Heritage Festival
Sporting events Ex: The Boston Marathon-oldest annual marathon -The X-Games -Olympics
Conferences -way of putting places on the map can have a big economic impact, particularly in small communities ex: ISSRM conference in Sweden
Recreation Attractions -Indoor and outdoor facilities where people can participate in sports and other recreational activities PARTICIPATION
Entertainment Attractions -Theme/Amusement Parks -Companies: Disney Universal Studios Anheuser Six flags IAPPA
Top Theme Parks for visitation in U.S. 1. Magic Kingdom 2. Disneyland 3. Epcot
Gaming Industry- Casinos - Only 2 States in 1988 Now 28 -HUGE economic impact
Entertainment Attractions...Top Music towns -Nashville -Branson -Myrtle Beach
Other Entertainment -Zoos and Aquariums -Cinemas -Shopping facilities -Dave and Buster's
Major Issues in safety and security -Terrorism -Crime against tourists -Fire -Natural Disasters -Health care away from home -Outbreaks (Avian Flu, SARS)
Who is involved in tourism security? -Agencies, private industry groups, airports
UNWTO and TERN -Emergency Response
Terrorism and Travel History -TWA Flight 847 6/24/85-navy driver killed -Achille Lauro 10/7/85- ship
Impact of airport security -Slower check-in, screening and customs -Profiling has intimidated some -Increased public safety
Crimes against tourists Motivation: Robbery easy targets- lack of familiarity with area, lots of cash -Victims of rape, assault, murder
Hotel Fires and other disasters MGM Grand Las Vegas Nov. 21,1980 -87 people killed =many changes Hyatt Regency kansas city walkway collapse= 114 killed -2002 COLORADO ON FIRE!
Colorado Longwoods Study 2006
The 6 uses of Tourism Research 1. To identify significant problems 2. To keep a business in touch with its markets 3. To reduce waste 4. To develop new sources of profit 5. To aid in sales promotion 6. To create good will
Two sources of information -Primary date: Data collected for specific issue at hand -Secondary data: Existing data (collected for some other purpose) that can be used to address issue at hand
Basic Research Methods -Surveys -Focus Groups -Observational methods -Experiments
Quantitative vs. Qualitative Quan- More structured, fixed questions and response options Qual- More depth and explanation, face-to-face
Types of Surveys -personal interview +Flexible -cost +Amount of info -time -Telephone +Rapidly -less flexable +Low Cost -Telemarketing trends -Mail Survey +Low cost -obtain good sample +Large area -harder to get response -Web Survey +Low $ -So
observational Methods Direct observation and recording -accurate -describes behavior
Marketing an organizational function and a set of processes for creating, communicating, and delivering value to customers
Marketing Mix 1. Timing 2. Brands 3. Packaging 4. Pricing 5. Channels of distribution 6. Product 7. Image 8. Advertising 9. Selling 10. Public Relations 11. Service Quality 12. Research
Role of Marketing -To match the right product or service with the right market -Find out what the consumers want!
The 4 P's and new 3 P's -Product -Place -Price -Promotion -Programming -People -Partnership
Factors influencing Pricing -Product Quality -Product Distinctiveness -Extent of Competition -Cost of the product -Seasonality
Market Segmentation Divide the present and potential market on the basis of meaningful characteristics -Geographic, Demographic, psychograpic, behavior patters, consumption patters, consumer predispositions
Rifle vs Shotgun Approach1 Rifile- Specific group Shotgun- product everyone can buy (Network TV)
Marketing Planning 1. Environmental Scanning 2. Market Assessment 3. Organizational Inventory 4. Strategic Advantages and goal setting RESEARCH IS KEY!!
Marketing Basics key audiences: -Consumers -Travel trade -Convention Trade
Advertising Print -newspaper -brochures -broadcast -online -consumer distribution channels
Distribution Channels Producers or Suppliers or tourism products->Info: Description and Marketing=$$ (consumers of tourism products (tourists) Product & Services-> Information: Demand & Customer feedback
Tour operators (tour wholesalers)- own their own business and sell tours directly put together tour packages and sell through travel agents
OTA and GDS OTA (Online Travel Aggregators) -selling via internet GDS (Global Distribution System) 55% of americans use search engines for travel
Created by: alysafritz