Chapter 5 Tourism product and tourism industryWord格式.docx
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Chapter 5 Tourism product and tourism industryWord格式.docx
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2periods
Touristattraction
3periods
Tourismindustry
Industrystructure
1periods
Teachingprocedure
5.1Introduction
(1)Thedefinitionoftourismproduct
(2)Thecharacteristicsoftourismproduct:
●Service
●Intangibility
●Perishability
●Inseparability
TheCharacteristicsoftheTourismProduct
5.1.1Intangibility
Theserviceproductisintangiblewhenitcannotbeeasilyevaluatedordemonstratedinadvanceofitspurchase.Forexample,atravelagentcannotprovideforthetestingorsamplingofthetourismproduct.Ontheotherhand,anautomobileorcomputergamecanbetestedpriortopurchase,andclothingcanbetriedon.Muchofthesellingoftourismandhospitalityisrelatedtothepromiseofsafeandtimelydeliveryofthepurchaseroftheservice.
Theproblemmaybeovercomebyprintingawiderangeofliterature,byproducingvideosorbyprovidingtheproductonaspecialofferinanattempttoincreasetangibility.Inaddition,thereisaneedtoensurethatmarketingprovidessufficientpublicityforname-recognitionofwell-managedorganizationsprovidingaccommodation,transportationanddistribution.Thispositionsthebrandnamemoretangiblyinthemindoftheconsumer.
5.1.2Perishability
Perishabilitymeansthatserviceproductssuchastourism,unlikegoods,cannotbestoredforsaleonafutureoccasion.Forexample,ahotelbedoranairlineseatunsold,oraconventioncentreleftempty,isrevenuethatcanneverberecouped.Thisillustratesthehigh-risknatureofthetourismindustry.Marketersinthetourismandhospitalitysectorhavetodevisecomplexpricingandpromotionpoliciesinanattempttosell‘off-season’periods.
Thereactiontoperishabilityisformarketerstotrytosmoothoutdemandcurvesbycarefuluseofthemarketingmix-forexample,cheaperticketsformatineeshows.Thereisalsoaconcentrationontheuseofcomputerizedreservationsystemsinordertoforecasttheneedfortacticalactionifdemandisbelievedtobebelowexpectedlevels.
5.1.3Inseparability
Tourismproductsareoftenreferredtoasbeinginseparablewhichmeanstheproductisoftenconsumedandproducedsimultaneously.Becausethereislessopportunitytopre-checkatourismorhospitalityproduct,itcanvaryinthequalityofitsservicedelivery.Greatervarianceoccurswhenthecustomerispartoftheproductionsystem.Thesimultaneousprocessofproductionandconsumptioncanleadtosituationswhereitisdifficulttoensuretheoverallsatisfactionofconsumers.
Forexample,thereisthepotentialproblemofhavingincompatibleclientswithconflictingneedswhichmayresultinfriction.Whetheronanaircraft,inahotelorinarestauranttherecouldbeaclashofsocialvalues,excessivenoise,drunkenness,highspiritednessorachildcrying.Staffmayhavepersonalproblems,befeelingillortired,andthiscanaffecttheirlevelofcommitmenttotheirperformanceofprovidinggoodserviceorresolvingproblems.
5.2RisksoftheTourismProducts
5.2.1Economicrisk
Economicrisk,whethertheproductofferisofsufficientlygoodvalue,isassociatedwitheachdecisionmadebypotentialtourists.Allconsumersfaceeconomicorfinancialriskwhentheypurchasetourismproductswhichtheyarenotsurewilldeliverthedesiredbenefits.Tourisminvolvesthepurchaseofanexpensiveproductthatcannoteasilybeseenorsampledpriortoconsumption.Thistypeofriskisheightenedforthosewithlowlevelsofdisposableincome,forwhomthepurchaserepresentsamajorexpenditure.
5.2.2Physicalrisk
Someoverseasdestinationsmaybeperceivedtobedangerousowingtodiseaseorcrime;
sometransportcompaniessuchasferriesorairlinesarethoughttobesaferthanothers.Somepeoplefearflyingnomatterwhatairlinetheytake,whileothersreducetheirperceptionofphysicalrisksbyselectingcertain‘safer’airlines.
5.2.3Performancerisk
Thequalityofdifferentdestinationsorunknownhotelscannotbeassessedinadvance.Thistypeofriskcomesfromtheapprehensionthattheproductmaynotdeliverthedesiredbenefits.Itisrarelypossibleforthosewhohavehadabadholidaytomakeupforitbyattemptingtohaveanotherbetterholidayinthesameyear.Mostconsumersdonothavetheadditionalmoneyorholidayentitlementtomakegoodtheholidaythatwentwrong.Thisheightenstheirawarenessoftheriskfactorsinvolved.
5.2.4Psychologicalrisk
Statuscanbelostthroughvisitingthewrongcountryortravelingwithacompanythathasapoorimage.Thisriskoccurswhenthepotentialcustomerfeelsthepurchasemaynotreflecttheself-imageheorshewishestoportray.Thevariousrisksofthetourismproductshavetobeminimizedthroughproductandpromotionstrategies.Byacquiringinformationtheconsumerbuildsupmentalpicturesandattitudesthatcreatetheexpectationofpositivebenefitsfromthetravelanddestinationexperience.
5.3touristattraction
(1)TheclassificationoftouristattractionsCategoriesoftouristattraction:
●Culturalsite
●Culturaleven
●Naturalsite
●Naturalevent
5.3.1Naturalsites
●Topography(Mountains,Beaches,)
●Climate
●Water(Lake,Sea,Waterfall,Spring,River,Snowandsoon)
●Wildlife(Captiveandnon-captive)
●Vegetation
●Protectednaturalareas
●Location
Topography
Featuresofmountain
1.Mixtureofthenaturalandculturalattractions
2.Fragilenature
Question:
Areallthemountainstouristresources?
Notofthembelongtotouristresources.Andtheyshouldbeaccessibleandotherwisetheyarepotentialtouristresources.
Example:
JiuzhaigouValleyisinaccessiblein1970s.Atthattimeitcannotberegardedasthetouristresource,onlythepotentialtouristresource.
Climate
Howdosetheclimateinfluencethetouristflow?
●Hot-to-coolflow
●Cool-to-hotflow
●Cool-to-coolflow
Location
Whydoyouthinkthelocationisanattraction?
Giveexample.
Extremeorcentralizelocationsareanaspectofthephysicalenvironmentthatfascinatesmanytourists,andasaresulttheymayhavethepotentialtobeexploitedastouristattractions.Forexample,thetownofRugby,Land’sEnd,theByronBayandsoon.
QuestionaboutFigure5.3
WhydosomanytouriststravelinAustralia?
Analysis:
AcomparativestudyofinboundtouristsinAustraliaandChina.
Fiveelementsoftourismattractions:
●Quantity
●Quality
●Diversity
●Uniqueness
●Accessibility
5.3.2Naturalevents
●Birdimmigration
●Tides
●Volcaniceruption
●Solareclipses
●Comets
5.3.3Culturalsites
●Pre-history
●History(Mountains,Battlefields,Heritagedistricts,Museums)
●Contemporary(Ethnicneighborhoods)
●Economicactivity(Wineries,Canals)
●Specialisedrecreationalattractions(SRAs)(Golfcourses,Themeparks,Casinosandsoon)
●Retail(Mega-malls,Marketandbazaars)
Casestudy(P144)Managingthewinetourismindustry-Australia
RefertoFigure5.3
1.ASurveyofthewinetourisminAustralia,especiallyinthesouthAustralia.
2.Organizationofthewinetourism,privatecollected.(acomparativestudy).Theyimprovethedevelopmentofwineindustry.
3.Howtosolvemonotony(单调性)ofwineindustry?
Onemayincreasethediversityofthewinetourism.MakeacomparativestudyofFive-flowerfarmtourisminChengdu.
4.Competitionandcooperation
Question:
Whatisthedifferencebetweenthewineindustryandwinetourism?
5.3.4Cultureevents
(1)smallandlarge
(2)Size:
Regularandirregular
(3)Singledestinationandmultipledestination
(4)Classification
Culturalevents:
Ø
Historicalre-enactmentsandcommemorations
Sportingevents
Worldfairs
Festival
Questions:
Whydothetouroperatorstageculturalevents?
●complementarypart
●promotion
●overcomingseasonality
5.3.5Attractionattributes
public←ownership→private
non-profit←Orientation→profit
Nodal←Spatialconfiguration→Area
genuine←authenticity→limitation
unique ←Scarcity(international,national,regional)→ubiquitous
primary←status→secondary
low←Carryingcapacity→high
accessible←Spatial,temporal,financial,price→almostinaccessible
Niche←market→Inclusive
alltourist←→mostresidential
unfamiliar←Image(touristorresident→familiar
negative←→ positive
Doyouthinkthemoregenuineandthebetter?
Carryingcapacity:
1.Environmentalcapacity,2.Culturalcapacity,3.Psychologicalcapacity
Howcanwereducethecarryingcapacityofthedestination?
Backstage:
一般不对游客开放,保护文化
Frontstage:
舞台式的表演,一般不真实
5.4TheTourismIndustry
Asweknown,thetourismindustryinclud
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