Tour Operations and Tourism Distribution Channels Management: Teaching Programme
Wednesday 22 April 3-6pm D265
Introduction. The Assignment (see below)
In preparation for the next lecture please read the attached article
Thursday 23 April: 9-12 C126
Analysing market opportunities
After these lessons you should be able to carry out an analysis of your chosen market – stage one of the assignment.
Tuesday 28 April: 9-12 C126
Workshop on your assignment research so far. Please make sure you have done your market analysis and have a clear idea of the country, market and product.
Wednesday 29 April 3-6 D265
Thursday 30 April 9-12 C126
After these lessons you should be able to begin creating your tour programme for the assignment
Monday 4 May Bank
Tuesday 5 May, Thursday 6 May
Transport for package tourism:
- role of charter flights
- impact of low cost airlines
- cruise shipping
Monday 11 May 9-12 C126
Tuesday 12 May 9-12 C126
Thursday 25 May 9-12 C126
Final Assignment workshops
Recommended text book :
Tourism Distribution Channels edited by Buhalis, D. and Laws E. (2000) Continuum
Other useful texts referred to in the lectures
Laws, E (1997) Managing Packaged Tourism Thomson
Yale, P (1995) The Business of Tour Operation Longman
Ingold, A et al (2000) Yield Management: Strategies for the Service Industries Continuum
Middleton, V et al (2009) Marketing in Travel and Tourism, Elsevier
Tour Operations Management: Assignment 1
Aim: to propose a viable tour programme to a country of your choice aimed at an identified target market of British tourists.
Identify target market: purpose of visit, demographic, psychographic and behavioural characteristics (supported by evidence from tourism reports and other sources)
Identify needs – preferred accommodation, means of transport, level of assistance from couriers, cultural issues (diet, religion, family, gender etc), affordability, means of booking etc
Rational for an inclusive tour programme. What added value would a package tour provide these customers?
Existing competition – direct and indirect – prices, packages offered. What competitive strategy would be needed to enter this market?
The tour package
Duration, frequency, capacity, target occupation level, target numbers
Pricing: What discounted rates would you need to create a competitive product? What contract terms would these rates be offered at?
Overheads, allowances and contingencies: What else would you have to build into the package price?
Sales and profit targets.
Distribution and marketing
How would you make the product available to your target market? Evaluate the role of intermediaries in the tourism distribution channel.
What brand image would communicate your unique selling points and competitive positioning to the market?
Output required: by Friday 5 June
3,000 word business report including the tour itinerary and prices. You may submit this individually or in a group of up to four people.
You are advised to
begin work on this assignment during the lecture programme as we
Knowledge of the target market and the tourism resources of your chosen country
Understanding of the process of tour operations management
Ability to use appropriate means to analyse the information obtained
Creative decision-making to create an attractive and viable programme