Chapter 5 Tourism resources and tourism industryWord文档格式.docx

Chapter 5 Tourism resources and tourism industryWord文档格式.docx

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☐discussthemanagementimplicationsthatareassociatedwiththevarioustypesofattractions

☐describethevariousattractionattributesthatcanbeassessedinordertomakeinformedmanagementandplanningdecisions

☐understandthebasiccharacteristicsofthetourismindustry’smainsectors

☐appreciatethegrowingdiversificationandspecializationofproductsprovidedbythetourismindustry

☐discusstheconceptsofintegrationandglobalizationastheypertaintothetourismindustry

☐identifyandaccountforthecircumstancesunderwhichadestinationismorelikelytoexperiencenegativeratherthanpositiveeconomicimpactsfromtourism

☐appreciatethenegativeconsequencesofrevenueleakagesforadestination

Timeallocation

Chapter5Thetourismproductandtourismindustry（8periods）

TourismProducts

2periods

Touristattraction

3periods

Tourismindustry

Industrystructure

1periods

Emphasisanddifficultpoints

Emphasis:

Thevariousattractionattributesthatcanbeassessedinordertomakeinformedmanagementandplanningdecisions

Difficultpoints:

Theintegrationandglobalizationastheypertaintothetourismindustry

Teachingmethods

Lecturemethod;

brainstorming;

colloquiummethod;

casestudy

Teachingpoints

5.1Introduction

（1）Thedefinitionoftourismproduct

（2）Thecharacteristicsoftourismproduct:

TheCharacteristicsoftheTourismProduct

●Intangibility

●Perishability

●Inseparability

●notransferofownership

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.Thistypeofriskisheightenedforthosewithlowl