Tour design, marketing, and management:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Englewood Cliffs, NJ
Regents / Prentice Hall
1993
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXII, 357 S. |
| ISBN: | 0132053454 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804122771846856704 |
|---|---|
| adam_text | Contents
About the Author, xvi
Preface, xvii
Acknowledgments, xx
CHAPTER I
The Tour Operator—Tour Manager Relationship, 1
Objectives, 1
Introduction, 1
Inbound Tours versus Outbound Tours, 2
An Overview of Tour Management Today, 2
The GuideXTour Manager Semantics and Hierarchy, 3
The Roles of Tour Operator and Tour Management Professional, 5
Relations between the Operations Department and the Tour Manager, 6
What the Tour Operator Looks for in Tour Managers, 8
What Tour Managers Look for from Tour Operators, 12
Tour Company Differences and the Keys for Success, 14
Tour Manager Differences and the Keys for Success, 15
How the Tour Guide Manager Fits in—or Does Not Fit in, 16
Summary, 16
Discussion Questions, 18
Role Play Exercises, 18
Group Discussion Situation: Stretch Stringly and the Nonemploying
Adventure Tour Companies, 20
Exercise, 21
Contents
CHAPTER 2
Costing and Pricing a Tour, 23
Objectives, 23
Introduction, 23
The Importance of Profit, 24
How Much Profit? 25
Establishing a Budget, 25
One Day Tour Budget Example, 26
Weekend Bus Tour Cost Categories, 27
Hotel Costs, 28
PersonnelSResearch Costs, 29
Marketing Costs, 30
Food and Beverage Costs, 30
Sightseeing Activity Fees, 31
Tips, 31
Tour Member Packets Gifts, 32
Miscellaneous Expenses, 32
Profit, 33
Variable Versus Fixed Costs, 33
Setting a Breakeven Point, 33
The Costing and Pricing Process, 34
Summary, 35
Discussion Questions, 35
Role Play Exercises, 39
Group Discussion Situation: Fantastik s Budget Gap, 40
Exercises, 41
CHAPTER 3
One Day Domestic Tours, 44
Objective, 44
Developing the First One Day Tour, 44
Tour Development and Sales, 45
The Interrelationship between Market and Tour Product, 46
Tailoring a Tour to the Market, 48
Finding a Market for the Tour, 50
Using the Specialty Travel Index to Identify a Geographical
Specialization and a Product Specialization, 51
The Gem Tour Growth Example, 54
The Importance of Research and Finding a Niche, 58
The One Day, Single Destination Tour, 58
The One Day, Multi Destination Tour, 60
Researching and Designing a One Day Tour, 60
Contents
Other Media Marketing, 98
The Individual Tour Marketing Budget, 99
The Individual Tour Marketing Schedule, 100
Developing Marketing Plan Components, 100
The Individual Tour Media Plan, 101
The Individual Tour Advertising Plan, 101
The Individual Tour Public Relations Plan, 102
The Individual Tour Direct Mail Plan, 102
The Individual Tour Telemarketing Plan, 105
The Brochure and Its Development, 106
Shells, 106
The Brochure Cover, 107
Inside the Brochure, 108
The Brochure Self Mail Flap, 109
Other Brochure Considerations, 110
Marketing with the Brochure, 110
Summary, 110
Discussion Questions, 112
Role Play Exercises, 112
Group Discussion Situation: Whittler Tour Marketing, 114
Exercise, 115
CHAPTER 5
Established Tour Operator s Initial Tour Development, 117
Objectives, 117
Pre Tour Planning and Preparation, 117
The Germ of a Tour Idea, 118
The First Go No Go Decision, 118
Initial Research, 119
The Role of State and National Tourist Boards, 119
The Second Go Wo Go Decision Point, 119
The Research Familiarization Trip, 120
The Initial Client Itinerary, 121
Vendor Contracts, 122
Dry Runs, 122
Key Questions, 122
The Third Go No Go Decision, 124
Summary, 124
Discussion Questions, 125
Role Play Exercises, 125
Group Discussion Situation: Nittles Midnight Swamp
Tour, 127
Exercises, 128
Contents
CHAPTER 6
Itinerary Development, 136
Objectives, 136
The Five Itineraries and Their Individual Importance, 136
The Client Itinerary—The Starting Point, 139
Schedule Planning, 141
One and Two Day Local Scheduling, 141
Multi Day Scheduling, 142
The Tour Manager s Itinerary, 142
The Importance of 15 Minute Time Blocks, 142
Tour Manager Itinerary Notes, 143
The Bus Driver Itinerary, 143
Individual CityKCounty Step on Guide Itineraries, 144
Other Vendor Itineraries, 144
Other Vendors Needing Itineraries, 145
Itinerary Mix Planning, 145
The Sightseeing Foundation, 146
Food and Beverage Functions, 147
Entertainment, 147
On Bus Activities, 148
Included vs. Optional Itinerary Ingredients, 148
The Importance of Free Time, 149
Scripted vs. Nonscripted Presentations, 150
The Sightseeing and Itinerary Budgets, 150
Summary, 152
Discussion Questions, 154
Role Play Exercises, 154
Group Discussion Situation: Merple s Blow to the Bleeting Blelts
Tour, 156
Exercises, 157
Guide List, 165
Optional and Free Time Activity List, 166
CHAPTER 7
Pre Tour Management and Processing Considerations, 167
Objectives, 167
Pre Tour Document Considerations, 167
Client and Tour Manager Passports, 170
Client and Tour Manager Visas, 170
Client and Tour Manager Health Cards, 171
Client and Tour Manager Entry Cards, 173
Client and Tour Manager Currency Control Forms, 173
Client and Tour Manager Airline Tickets, 174
Contents
The Single Day Tour Designer s Familiarization Trip, 62
The Single Day Tour Manager s Familiarization Trip, 63
Costing and Pricing a One Day Tour, 63
Special Considerations in Costing Food and Beverages, 65
Single Day Tour Vendors and Vendor Relationships, 67
Single Day Tour Sightseeing and Sightseeing Mix, 68
Single Day Tour On Bus Activities, 69
Single Day Tour Food and Beverage Menus, 69
Single Day Tour Bus Considerations, 71
Summary, 71
Discussion Questions, 73
Role Play Exercises, 74
Group Discussion Situation: The Hollywood Garbage Tour, 75
Exercises, 76
CHAPTER 4
Tour Marketing, 81
Objectives, 81
Developing a Tour Company Annual Marketing Plan, 81
Developing a Tour Marketing Plan, 82
The Annual Marketing Plan Budget, 83
The Annual Marketing Plan Strategies, 83
The Annual Marketing Plan Schedule, 84
The Annual Media Plan, 85
The Annual Advertising Plan, 86
The Annual PR Plan, 86
The Annual Sales Plan, 87
The Direct Mail Plan, 89
The Telemarketing Plan, 89
The Interrelationship of Direct Mail, Telemarketing, and Sales, 90
Meshing the Annual Marketing Plan Ingredients, 90
Marketing Inbound Tours, 91
Offering Off the Shelf Tours, 91
Offering Tailor Designed Local Tours, 92
The Domestic Inbound Tour Market, 92
The International Inbound Tour Market, 93
Marketing Strategies for Inbound Tours, 94
Developing an Individual Tour Marketing Plan, 94
The Importance of a Brochure, 95
Targeting Sales, 95
The Reunion as a Sales Strategy, 96
List Development, 96
List Purchasing and Direct Mail Programs, 97
Contents
Other Client and Tour Manager Documents, 175
Pre Tour Monetary Considerations, 175
Fund Transfers, 175
Vendor Payments, 176
Pre Payment Arrangements, 177
On the Spot Payment, 177
Credit and Post Tour Billing, 178
Other Vendor Payment Arrangements, 178
Tour Manager Traveling with Cash and Documents, 178
Pre Tour Luggage Considerations, 179
Pre Tour Special Event Handling Considerations, 179
Pre Tour Client Handling, 180
The Tour Manager s Personal Pre Tour Preparation, 181
Summary, 182
Discussion Questions, 183
Role Play Exercises, 183
Group Discussion Situation: Sissy Stormtrooper s Undocumented Cholera
Immunization, 185
Exercise, 186
CHAPTER 8
Tour Manuals, 188
Objectives, 188
What is a Tour Manual? 188
Why Have a Tour Manual? 188
How Many and What Kind of Manuals Should Be Used? 189
Tour Manual Ingredients, 189
General Day to Day Responsibilities, 190
Specific Tour Policies and Responsibilities, 191
Other Tour Manual Sections, 194
Administrative Section, 195
Tour Manual Development, 195
Summary, 195
Discussion Questions, 196
Role Play Exercises, 196
Group Discussion Situation: Plithy Plod s Fired Up Evaluations, 198
Exercise, 199
i Contents
Working with Air Carrier Vendors, 234
Airline Group Desk vs. Airline Sales Rep. vs. Other Contact, 235
Selecting an Air Carrier, 236
Sightseeing Vendors, 237
Other Vendors, 238
Summary, 239
Discussion Questions, 240
Role Play Exercises, 240
Group Discussion Situation: The Dethroned Baroness of Hensly, 242
Exercise, 245
CHAPTER 11
Tip Management, 246
Objectives, 246
Introduction, 246
Tip Budgeting, 246
Who Gets Tips, 247
Tips Based on Service vs. RequiredMncluded Tips, 248
Planned Tip Distribution, 249
Last Minute Tip Amount Change Considerations, 249
Developing a Tip Plan, 250
Accounting for Tips, 250
Summary, 251
Discussion Questions, 251
Role Play Exercises, 252
Group Discussion Situation: Happy Hippy s Cheating Cheetum, 253
CHAPTER 12
Multi Day, Multi Destination International Air Tours, 256
Objectives, 256
Introduction, 256
Planning Differences for International vs. Domestic Tours, 257
Working with Local Ground Operators, 259
Working with Local Step on Guides, 259
Airport Meet and Assist Services, 260
Airport and Hotel Hospitality Desks, 260
The First Day of an International Air Tour, 261
The Routine on Multi day, International Air Tours, 262
The Daily Routine, 262
Planning to Meet Group Needs vs. Individual Needs, 265
International Hotel Procedures, 266
Contents
Planning for Emergencies, 267
Communicating Enroute, 270
Planning for Border Crossings, 271
Summary, 274
Discussion Questions, 274
Role Play Exercises, 275
Group Discussion Situation: Sprig s Surprise, 277
Exercise, 278
CHAPTER 13
The Vendor Booking Process, 280
Objectives, 280
Introduction, 280
The Importance of a Contract, 280
Delivery on Penalty Clauses, 281
Contract Specifications and Obligations, 281
Getting an Understanding from the Vendor Sales Marketing Executives, 282
Direct Vendor Representative Interfacing, 282
Written Confirmations and Reconfirmations, 283
Client Data, 283
Telephone Reconfirmations, 284
Working with Vendors, 284
Summary, 286
Discussion Questions, 287
Role Play Exercises, 287
Group Discussion Situation, Nag s Nidget No No, 289
Exercises, 290
CHAPTER 14
Client Reservations, 291
Objectives, 291
Introduction, 291
Contracting with Travel Agencies to Handle Reservations, 292
Developing a Manual Reservation System, 293
Computerized Reservations, 293
Required and Optional Reservation Data, 295
Travel Agency Phone Reservations, 298
Travel Agency CRT Bookings, 298
Agency and Client Written Confirmations, 299
Overbookings and Underbookings, 299
Summary, 301
Contents
CHAPTER 9
Tour Buses and Bus Drivers, 201
Objectives, 201
Introduction, 201
Factors to Consider in Selecting a Bus Company, 202
Factors to Consider in Selecting a Tour Bus, 205
Tour Bus Negotiation, 209
The Driver Request Process, 213
The Importance of the Bus Driver itinerary, 213
Driver Routing Maps and Driver Parking Maps, 214
The Bus Driver Packet, 215
Driver Contract, 216
Driver Briefing Sheet, 216
Vouchers, 217
The Bus Driver Itinerary, 217
Routing and Parking Maps, 218
The Vendor Contact List, 218
Bus Contract Copy, 218
Daily Briefing Sheet, 218
Other Materials, 219
Interacting with the Bus Driver, 219
The Local Driver Guide, 220
Driver Tipping, 221
Summary, 222
Discussion Questions, 225
Role Play Exercises, 225
Group Discussion Situation: Croaking Cripples Tips for Screemmg
Mimi, 227
Exercise, 228
CHAPTER 10
Tour Vendors, 229
Objectives, 229
Hotel and Other Lodging Vendors, 229
Price as a Hotel Selection Factor. 23 3
The Hotel Marketmg Sales Department and Its Ability Ui Commit, 233
Contents
Discussion Questions, 302
Role Play Exercises, 302
Group Discussion Situation: The Smyth Smith Candy Case, 304
Exercises, 305
CHAPTER 15
Post Tour Management, 309
Objectives, 309
Introduction, 309
Tour Manager Post Tour Reports, 310
The Tour Manager s Post Tour Vendor Report, 310
Tour Member s Tour Evaluation Report, 313
Post Tour Accounting and Account Balancing, 313
Post Tour Marketing, 315
Summary, 316
Discussion Questions, 316
Role Play Exercises, 317
Group Discussion Situation: Macho Tours Mussels Mistake, 318
Exercise, 320
CHAPTER 16
The FinancialXAccounting Aspects of the Tour Business, 321
Objectives, 321
Introduction, 321
The Importance of Profit, 321
The Importance of Float, 323
Basic Tour Company Accounting Processes, 323
Budgeting, 325
Summary, 325
Discussion Questions, 329
Role Play Exercises, 330
Group Discussion Situation: Fluster s Blubber Blunder, 331
Exercise, 332
CHAPTER 17
Professionalism, 334
Objectives, 334
Introduction, 334
The Tour Associations, 334
The Tour Operator Associations, 335
Contents
The United States Tour Operators Association, 335
The Tour Guide Managers Associations, 336
The International Association of Tour Managers, 336
The Inbound Travel Association—TIAA, 336
Industry Ethics, 337
Ongoing Educational Opportunities, 339
The Trade Press, 339
Summary, 340
Discussion Questions, 340
Role Play Exercises, 341
Group Discussion Situation: Chubby Chocky Chops Chunky
Chocolate, 342
Exercise, 344
APPENDIX
Tour Manual Sample Pages, 345
Anniversaries and Birthdays, 345
Baggage Count Forms, 345
Escort Tips, 346
Death Enroute, 346
Personal Entertainment Costs, 346
Index, 348
|
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| title | Tour design, marketing, and management |
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| title_full | Tour design, marketing, and management James M. Poynter |
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