Tourism Travel And
Cambridge University Press978-1-316-60063-4 — Cambridge International AS and A Level Travel and Tourism CoursebookSue Stewart , Fiona Warburton , John D. SmithFrontmatterMore InformationSue Stewart, Fiona Warburtonand John D. SmithCambridge International AS and A LevelTravel andTourismCoursebookSecond edition in this web service Cambridge University Presswww.cambridge.org
Cambridge University Press978-1-316-60063-4 — Cambridge International AS and A Level Travel and Tourism CoursebookSue Stewart , Fiona Warburton , John D. SmithFrontmatterMore InformationUniversity Printing House, Cambridge CB2 8BS, United KingdomOne Liberty Plaza, 20th Floor, New York, ny 10006, USA477 Williamstown Road, Port Melbourne, vic 3207, Australia4843/24, 2nd Floor, Ansari Road, Daryaganj, Delhi – 110002, India79 Anson Road, #06–04/06, Singapore 079906Cambridge University Press is part of the University of Cambridge.It furthers the University’s mission by disseminating knowledge in the pursuit ofeducation, learning and research at the highest international levels of excellence.Information on this title: education.cambridge.org Cambridge University Press 2017First published 2014Second edition 201720 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1Printed in the United Kingdom by Latimer TrendA catalogue record for this publication is available from the British LibraryISBN 978-1-316-60063-4 PaperbackAdditional resources for this publication at cambridge.org/9781316600634he questions, answers and annotation in this title were written by the authorsand have not been produced by Cambridge International Examinations.In an examination, the marks granted might difer from the ones givento the answers found in this material.Cambridge University Press has no responsibility for the persistence or accuracyof URLs for external or third-party internet websites referred to in this publication,and does not guarantee that any content on such websites is, or will remain,accurate or appropriate. Information regarding prices, travel timetables, and otherfactual information given in this work is correct at the time of irst printing butCambridge University Press does not guarantee the accuracy of such informationthereater.Every efort has been made to trace the owners of copyright material included in thisbook. he publishers would be grateful for any omissions brought to their notice foracknowledgement in future editions of the book. . notice to teachers in the ukIt is illegal to reproduce any part of this work in material form (includingphotocopying and electronic storage) except under the following circumstances:(i)where you are abiding by a licence granted to your school or institution by theCopyright Licensing Agency;(ii)where no such licence exists, or where you wish to exceed the terms of a licence,and you have gained the written permission of Cambridge University Press;(iii) where you are allowed to reproduce without permission under the provisionsof Chapter 3 of the Copyright, Designs and Patents Act 1988, which covers, forexample, the reproduction of short passages within certain types of educationalanthology and reproduction for the purposes of setting examination questions. in this web service Cambridge University Presswww.cambridge.org
Cambridge University Press978-1-316-60063-4 — Cambridge International AS and A Level Travel and Tourism CoursebookSue Stewart , Fiona Warburton , John D. SmithFrontmatterMore InformationContentsIntroductionAcknowledgementsHow to use this bookvviix1 Features of the travel and tourism industry1IntroductionThe nature of travel and tourismScale of the travel and tourism industryFactors afecting tourismThe structure of the travel and tourismindustrySubsectors of the travel and tourismindustrySummaryExam-style questions2312171.11.21.31.41.52 Principles of customer 3.1139565759Introduction: The principles of customerservice60Customers and their needs61Meeting external customer needs61The impacts of quality customer service69Assessing the quality of customer service in traveland tourism organisations70Setting organisational, functional areaand individual customer service standards73Delivery of customer service75General customer feedback78Summary84Exam-style questions853 Destination marketing3.13.23.33386Introduction87Defining the tourism market87The aims of market research and analysis87Market research: advantages and disadvantagesof each research method95Market analysis tools and techniques100Market segmentation (target customers)105Visitor profiling107Product positioning110Review the marketing mix112Building a destination brand119Characteristics of an efective destinationbrand122Creating a brand identity126 in this web service Cambridge University Press3.12 Marketing activities for launching the brand3.13 Implementing the destination brand3.14 Communication methods used to raiseawareness of the destination’s brand identity3.15 Considerations for selection of communicationmethods3.16 Diferent media used to communicate thedestination’s brand identity3.17 Dificulties in implementing the destinationbrand3.18 Challenges in branding destinations3.19 Methods used to monitor costs and marketingactivities3.20 Key performance indicators (KPIs)SummaryExam-style questions1341381391401401431441481481514 Destination managementIntroduction4.1 Organisations involved in destinationmanagement, their roles and priorities4.2 Objectives of tourism development andmanagement4.3 Destination management activities4.4 Encouraging responsible tourist behaviourthrough education4.5 Destination branding and marketing: massand specialised markets4.6 Partnerships of commercial andnon-commercial organisations4.7 Regular environmental impact auditing4.8 Community involvement, community projects,education training and employment of locals4.9 Impacts of tourism development4.10 Socio-cultural impacts of tourism4.11 Environmental impacts of tourism4.12 Changes in the evolution of destinationsSummaryExam-style questions5 Planning and managing a travel andtourism es in the eventForming – storming – norming – performingAutocratic leadership201202202203204www.cambridge.org
Cambridge University Press978-1-316-60063-4 — Cambridge International AS and A Level Travel and Tourism CoursebookSue Stewart , Fiona Warburton , John D. SmithFrontmatterMore InformationContentsDemocratic leadershipBureaucratic leadershipThe team performance curveStafing for the eventInvestigate potential travel and tourismevents and undertake feasibility studies5.10 Technology in the travel and tourism market5.11 Aims and objectives for the chosen event5.12 Marketing the event5.55.65.75.85.92052052062062072092122135.13 Use of appropriate resources5.14 Finance5.15 Financial documents used whilst organising anevent5.16 Business plan5.17 EvaluationSummaryIndex216217219220225229230iv in this web service Cambridge University Presswww.cambridge.org
Cambridge University Press978-1-316-60063-4 — Cambridge International AS and A Level Travel and Tourism CoursebookSue Stewart , Fiona Warburton , John D. SmithFrontmatterMore InformationIntroductionTravel and tourism is the world’s largest service industryand in 2015 had a global economic contribution ofUS 7.6 trillion. It is an exciting and dynamic industryresponsible for one in every 12 jobs in the world. Tourismis also one of the fastest growing industries and is seen bymany as the key to socio-economic progress.Undoubtedly, travel and tourism can be susceptible toglobal influences, however its business volume exceedsmany other established industries such as food andoil production. This trend feeds into the mind-set ofgovernments and policy makers where travel and tourismis seen to produce economic and employment benefits.With many traditional industries in decline, travel andtourism can ofer a diverse and sustainable option,perhaps one that can ofer not only economic benefits butenvironmental and socio cultural ones too.There are consistently popular tourism destinations inthe world, such as France, USA and Italy; however, thereare many emerging, less well-known destinations thatare keen to benefit from the economic advantages of thismassive industry. This Cambridge International AS andA Level Travel and Tourism coursebook has been designedand written to reflect the changes in the industry andcover the Cambridge International AS and A Level syllabus9395 for first teaching from 2017.About the syllabusThrough the study of the syllabus learners will be ableto develop: An understanding of the importance of the travel and tourism industry to host destinations, to communities, tothe economy, globally, nationally and locallyAn understanding of the positive and negative impacts oftravel and tourism and the importance of sustainabilityAn appreciation of the importance of the customer in thetravel and tourism industryAn understanding of how the travel and tourism industryresponds to change, including technological advancesTheir own values and attitudes in relation to travel andtourism industry issuesProblem solving, decision making and communicationskills. in this web service Cambridge University Press Appreciate the scale and importance of the travel and tourism industryLearn that the travel and tourism industry is dynamicin nature and how the industry responds to change,e.g. external factors such as changing consumer needsand expectations and developments in informationtechnologyRecognise the positive and negative impacts the industrymay have on people, environments and economies.The syllabus also allows learners to develop in fourAssessment Objectives:AO1 Knowledge and understandingAO2 Application of knowledge and understandingAO3 Analysis and researchAO4 Evaluation and decision-makingIn a few places this coursebook refers to theories outsideof the syllabus remit, but which are useful for enrichmentpurposes. These instances have been marked with avertical coloured bar in the margin next to the relevant text.Key conceptsThe key concepts on which this syllabus is built are set outbelow. These concepts can help learners to make linksbetween topics and develop a deep overall understandingof the subject. They key concepts are:1 Global and growingThe travel and tourism industry is a global industry.Changes in political and socio economic circumstancesand technological developments contribute to thecontinuing growth of the travel and tourism industry andits importance to many national economies.2 Change and developmentA key feature of the industry is its dynamic nature. The onlyconstant is change. Exciting new enterprises, products orservices are oten developed in response to economic,political, social or technological change.3 Customer focusTravel and tourism organisations provide products,services and facilities to meet customer’s needs. In orderwww.cambridge.orgv
Cambridge University Press978-1-316-60063-4 — Cambridge International AS and A Level Travel and Tourism CoursebookSue Stewart , Fiona Warburton , John D. SmithFrontmatterMore InformationCambridge International AS and A Level Travel and Tourismfor travel and tourism providers to be successful, theymust adopt a strong customer focus. This means theymust really understand who their customers are and howthey can best meet their needs. There is an international perspective which allows 4 Sustainability and responsibilityThe Travel and Tourism industry has close links todestinations and so has a vested interest in ensuringenvironmental and sociocultural impacts are managed.Responsible management means that any developmentsmust maximise the positive, and minimise the negativeimpacts of tourism.The syllabus covered in this coursebook, encourageslearning in practical and technical skills, including industrycomplex situations and problems. The textbook can beused in conjunction with visits to appropriate travel andtourism organisations and destinations.Emphasis is given to the use of realia. As a vocationalsubject area this is vital for allowing learners to see anduse authentic industry material. viKey features of this book A key feature of this textbook is the inclusion of casestudy materials. The many references to the casestudies, data and examples from countries all around theworld supports practical and interactive learning styles. in this web service Cambridge University Press areas for discussion and links to tourism applicationsthrough the diferent activities provided in each chapter.Learning objectives are identified and clearly linked tocontent and concepts covered in each chapter.The text is clearly laid out, with easy to use sections.Emphasis is given to the use of current realia.The Key concept approach demonstrates the globalnature and linking patterns of the travel and tourismindustry. It allows for integration of thought processesand development of critical thinking.Key terms are given throughout each chapter to assistwith understanding.A variety of ‘In-chapter’ activities are supplied to oferopportunity to practice applying what is being learned,using evidence and data taken from current real lifesituations.Examination-style questions with expected answersare provided to test the skills, knowledge andunderstanding of the syllabus.Opportunity for learners to develop their higher orderskills in application through analysis, evaluation andassessment techniques.Resource links to current industry providers.Sue Stewart, 2016.www.cambridge.org
Cambridge University Press978-1-316-60063-4 — Cambridge International AS and A Level Travel and Tourism CoursebookSue Stewart , Fiona Warburton , John D. SmithFrontmatterMore InformationAcknowledgementsThe authors and publishers acknowledge the followingsources of copyright material and are grateful for thepermissions granted. While every efort has been made, ithas not always been possible to identify the sources of allthe material used, or to trace all copyright holders. If anyomissions are brought to our notice, we will be happy toinclude the appropriate acknowledgements on reprinting.Print BookCover image: Pablo Scapinachis/Shutterstock; Chap. 1opener Petko Danov/Getty Images; Fig 1.1 Flip Nicklin/Minden Pictures/Getty Images; Fig. 1.2 Jean-PierrePieuchot/Getty Images; Fig. 1.3 JIJI PRESS/AFP/GettyImages; Fig. 1.4 Mark Williamson/Getty Images; Fig. 1.5 LiWei/VCG via Getty Images; Fig. 1.6 Sergey Dzyuba/Shutterstock; Fig. 1.7 Trips of EU residents by month ofdeparture(¹) and duration, EU-28(²), 2013 (Millions) http://ec.europa.eu/eurostat/statisticsexplained/ index.php/Seasonality in tourism demand European Union,1995-2013; Fig. 1.8 jenifoto/Getty Images; Fig. 1.9 MarcoSimoni/Getty Images; Fig. 1.10 Matteo Colombo/GettyImages; Fig. 1.11 Christian Aslund/Getty Images; Fig. 1.12,1.13 UNWTO 92844/24/16 Source: World TourismOrganization (2015), International tourist arrivals up 4% inthe first four months of 2015, press release PR15048 9 July2015, UNWTO, Madrid (online), available at: www.unwto.org; Fig. 1.19 david franklin/Getty Images; Fig 1.20 BrianJannsen/Alamy Stock Photo; Fig. 1.21 TOM MARESCHAL/Alamy Stock Photo Fig. 1.22 Klaas Lingbeek- van Kranen/Getty Images; Fig. 1.23 Manuel ROMARÍS/Getty Images;Fig. 1.24 moodboard/Getty Images; Fig. 1.26 JordanMansfield/Getty Images; Fig. 1.27 the Mauritius TourismPromotion Authority (MTPA); Fig. 1.28 United NationsWorld Tourism Organization; Fig. 1.29 Regional TourismOrganisations New Zealand (RTONZ) with permission; Fig.1.30 Iain Masterton/ Alamy Stock Photo, Fig. 1.32 (plane)Stephen Strathdee/Getty Images; Fig. 1.32 (cruise ship)NAN728/Shutterstock; Fig. 1.34 (train) Julian ElliottPhotography/Getty Images; Fig. 1.35 (coach) Ralf Hettler/Getty Images; Fig. 1.37 Travelasia/Getty Images; Fig. 1.37,1.38 Brittany Ferries; Fig. 1.40 Education Images/UIG viaGetty Images; Fig. 1.41 Pawel Libera Images/Alamy StockPhoto; Fig. 1.43 John Warburton-Lee Photography/Alamy in this web service Cambridge University PressStock Photo; Fig. 1.45 dpa picture alliance archive/AlamyStock Photo; Fig. 1.47 fotostorm/Getty Images; Fig. 1.48Piero M. Bianchi/Getty Images; Fig. 1.49 Jonny Abbas/Alamy Stock Photo; Fig. 1.50 Trinette Reed/Getty Images;Fig. 1.52 Greg Balfour Evans/Alamy Stock Photo; Fig. 1.53adapted from ‘The 50 most popular tourist attractions inthe world in 2014’ by Love Home Swap, with permission;(Niagara Falls) Hans-Peter Merten/Getty Images; (UnionStation) Travelpix Ltd/Getty Images; (Central Park) YimingChen/Getty Images; (Time Square) @by Feldman 1/GettyImages; (Las Vegas) PhotoStock-Israel/Getty Images; Fig.1.54 EDU Vision/Alamy Stock Photo; Chap. 1 exam-stylequestion 3 adapted from Mail & Guardian Africa; Chap. 2opener Michael Blann/Getty Images; Fig. 2.1 Steve Back/Getty Images; Fig. 2.3 Izzet Keribar/Getty Images; Fig. 2.4Chris Mellor/Getty Images; Fig. 2.6 Digital Vision/GettyImages; Fig. 2.7 Walter Bibikow/Getty Images andaccompanying text Copyright 2016 FRHI, all rightsreserved; Fig. 2.10 Zero Creative/Getty Images; Fig. 2.12VIEW Pictures Ltd/Alamy Stock Photo; Fig. 2.13 IkonoklastFotografie/ Shutterstock; Fig. 2.15 Echo/Getty images; Fig.2.16 by Opella Hospitality; Fig. 2.17 Dirk Renckhof/AlamyStock Photo; Fig. 2.18 Malcolm Park London events/AlamyStock Photo; Fig. 2.19 David Brabiner/Alamy Stock Photo;Fig. 2.20 Bateaux Dubai; Fig. 2.21 comment card fromBateaux Dubai; Chap. 3 opener M.M./Shutterstock; Fig. 3.1Sayid Budhi/Getty Images; Fig. 3.2 Herve Gyssels/GettyImages; Chap. 3 Case Study 1 extract from the ITB WorldTravel Trends Report 2014/2015; Table 3.2 adapted from‘Toward a Sociology of International Tourism’ by ErikCohen, Social Research, vol. 39, no. 1, 1972; Fig. 3.4 ErichSchmidt/Getty Images; Fig. 3.5 Juergen Ritterbach / AlamyStock Photo; Chap. 3 Case Study 2 from Myanmar TourismMaster Plan 2013-2020, published by the Ministry of Hotelsand Tourism for the Republic of the Union of Myanmar; Fig.3.7 tourism destination questionnaire used by permissionof the Ministry of Economic Development and TechnologyDirectorate for Tourism and Internationalisation, Slovenia;Chap. 3 Case Study 4 text and Fig. 3.11 Magical Kenyabrand logo used with permission of EuromonitorInternational Ltd; Fig. 3.12 Ozkan Bilgin/Anadolu Agency/Getty Images; Fig. 3.15 Tetra Images/Getty Images;Chapter 3 Case Study 5 2020 summary of TourismAustralia’s India Strategic Plan used by permission ofwww.cambridge.orgvii
Cambridge University Press978-1-316-60063-4 — Cambridge International AS and A Level Travel and Tourism CoursebookSue Stewart , Fiona Warburton , John D. SmithFrontmatterMore InformationCambridge International AS and A Level Travel and TourismviiiTourism Australia; Table 3.8 and text by permission ofRomani-Insider.com; ‘The current strength of the pound’text is adapted from article ‘More bang for your buck’ byTravelMail Reporter, June 2014, The Daily Mail, SoloSyndication; Fig. 3.14 Brian Jackson/ Alamy Stock Photo;Fig. 3.15 permission from Brighter Group; Fig. 3.16permission from f-onekites.com; Fig. 3.17 Cayman IslandsDepartment of Tourism; Fig. 3.18 by permission of AgenziaNazionale del Turismo – ENIT; Fig. 3.20 Ian Cumming/Gettyimages; Fig. 3.21 Greg Johnston/Getty Images; Fig. 3.24from www.klsentral.com; Fig. 3.23 SergeiKorolko/Gettyimages; Fig. 3.24 discount coupons by permission ofGyeonggi Tourism Organization, Korea; Chap. 3 Case Study8 with permission of Delamar Hotels; Fig. 3.25 g bell/AlamyStock Photo; Fig. 3.26 Pure Granada logo; Fig. 3.27 RandyDuchaine/Alamy Stock Photo; Fig. 3.28 Cultura RMExclusive/Rosanna U/Getty Images; Fig. 3.29 Ethiopia logoused with permission; Fig. 3.30 Albania Go Your Own Waylogo used with permission; Fig. 3.31 by permission ofDestination Canada; Fig. 3.32 Amazing Thailand logo; Fig.3.33 Agencja Fotograficzna Caro/Al
A Level Travel and Tourism coursebook has been designed and written to reflect the changes in the industry and cover the Cambridge International AS and A Level syllabus 9395 for first teaching from 2017. About the syllabus Through the study of the syllabus learners will be able to deve
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5. Tourism and the UK economy 17 5.1 Economic output 17 5.2 Employment 18 5.3 International comparisons of tourism employment 19 6. Brexit and tourism 20 6.1 Opportunities 20 6.2 Challenges 21 7. Tourism policy 23 7.1 Tourism Sector Deal 23 8. The ‘tourism landscape’ in England 26 VisitEngland and VisitBritain 26File Size: 492KB
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PEARSON BTEC LEVEL 5 HND DIPLOMA IN TRAVEL & TOURISM MANAGEMENT (QCF) The BTEC HND Diploma in Travel and Tourism Management forms the basis of a successful ca-reer in the travel and tourism industry. As such, many students enter the workplace directly af-ter successful completion of the course. 15 credits each 15 credits each
