SWB Tourism Industry 23766

2

Assessment Document

Unit:

23766 (Version 2)

Title:

Demonstrate knowledge of the tourism industry

Level: 3 Credits: 5

Purpose

People credited with this unit standard are able to demonstrate knowledge of: the relationship between tourism and travel; the tourism industry; the tourism product; and quality in the tourism industry.

Outcome 1:

Demonstrate knowledge of the relationship between tourism and travel.

Outcome 2:

Demonstrate knowledge of the tourism industry.

Outcome 3:

Demonstrate knowledge of the tourism product.

Outcome 4:

Demonstrate knowledge of quality in the tourism industry.

Assessment Type: Individual Written Assessment

Instructions:

· An OPEN BOOK individual written assessment.

· You may refer to the WIT Online Presentation & the WIT PDF Resources, internet and other materials during this assessment.

· Complete the details below and read and sign the declaration.

I pledge that I have not received assistance with this assessment and that work submitted is authentic, original and all my own work.

Student Name:

Student ID:

Class:

Teacher:

Signature:

DUE DATE:

COLLEGE/ASSESSOR USE ONLY

Date submitted and Result:

GRADE:

First attempt

Second attempt

Third attempt

Resit required: Yes / No Questions / ERs

1.1 a b

1.2

1.3 a b c d e f g h i

2.1

2.2

2.3

2.4

2.5 a b

3.1

3.2

3.3

3.4

3.5 a b c

4.1

4.2 a b

4.3

4.4

Assessor comments:

Exercise 1 - Terminology

Put a tick next to the appropriate answer for each question.

Q1 Identify who I am from the list below. 

I travel outside my country of residence for at least one night.

An International Tourist

A Domestic Tourist

An International Excursionist

A Domestic Excursionist

Q2 Identify who I am from the list below. 

I travel inside my country of residence for less than 24 hours and do not stay the night.

An International Tourist

A Domestic Tourist

An International Excursionist

A Domestic Excursionist

Q3 Identify who I am from the list below. 

I travel outside my country of residence for less than 24 hours and do not overnight.

An International Tourist

A Domestic Tourist

An International Excursionist

A Domestic Excursionist

Q4 Identify who I am from the list below. 

I travel inside my country of residence for at least one night.

An International Tourist

A Domestic Tourist

An International Excursionist

A Domestic Excursionist

Q5 Match the terms below to their correct Definition

TRENZ; HANZ; NTO; Prebooked Travel; DTS; Business Travel; IVA; RTO

Travel of 1-365 days duration for the purpose of attending a convention or training, conducting official/government or private business.

Domestic Travel Study

Hospitality Association of New Zealand

International Visitor Arrivals – research on the number of international arrivals to NZ.

National Tourism Organization – the body responsible for marketing the nation to tourists.

Domestic airfares, accommodation, activities/attractions or transport paid to prior to arrival in New Zealand.

Regional Tourism Organization – the entity responsible for marketing a region to tourists.

Tourism Rendezvous New Zealand – this is New Zealand’s biggest annual business-to-business travel and trade event.

Top of Form

Exercise 2 – Tourism Types

For each of the popular types of tourism below, read the definition and then give two examples of this type of tourism in New Zealand. Use the web or any other resource you may have.

Adventure Tourism

DEFINITION:

Involves participation in adrenaline-pumping activities. These tourists are seeking adventure and ‘white-knuckle’ experiences. (Collier, 2006).

Example 1:

Example 2:

Cultural Tourism

DEFINITION:

Culture is ‘the total way of life of a people. It includes their customs, beliefs, artefacts, performance, cuisine, dress, attitudes, sports, literature and ceremonies’. These tourists are seeking to experience these aspects of a different culture. (Collier 2006).

Example 1:

Example 2:

Heritage Tourism

DEFINITION:

Heritage tourism refers to the ‘remnants of society’s historical impacts on the environment’. It’s important to note that while ‘cultural’ tourism focuses on the living culture of today, heritage culture focuses on the historical manifestations of human activities in the past. These may include buildings, historical sites, paintings, monuments, etc. (Collier 2006).

Example 1:

Example 2:

Nature Tourism

DEFINITION:

Nature tourism applies to experiences which involve observing nature, whether animals, birds or flora in their natural habitat.

(Collier, 2006).

Example 1:

Example 2:

Event Tourism

DEFINITION:

Events are created and staged by people and draw visitors to a destination because of what is happening there, rather than because of what is there. It includes the following types of activities: festivals, sporting events, meetings, conferences and conventions, and exhibitions.

(Collier, 2006).

Example 1:

Example 2:

Industrial Tourism

DEFINITION:

Industrial tourism involves any industry group, sector or organisations that specifically encourage tourists (Collier, 2006).

Example 1:

Example 2:

Assessment – Outcome 1

Outcome 1 - Demonstrate knowledge of the relationship between tourism and travel

ER1.1

Tourism is described in terms of its key characteristics. Range: evidence is required for a minimum of five characteristics

ER1.2

The relationship between the tourism industry and the travel industry is described in a New Zealand context. Range: the inbound tourism industry, the outbound tourism industry, the domestic tourism industry

ER1.3

Terms used in the tourism and travel industries are defined in accordance with industry texts and/or publications. Range: evidence is required for minimum of 10 terms

1.1a Create a description by choosing the three correct statements that describe Tourism.

A.

An activity undertaken by tourists and usually associated with rest and relaxation.

B.

Starts with a set of ideas and a decision-making process by the tourist.

C.

Only involves 3 sectors - transportation, accommodation and activities.

D.

The activity of people travelling to a country to live there.

E.

Involves a complex set of interrelationships between people, places and products.

F.

The duration of a tourism visit is generally less than 24 hours.

1.1b Create a description by choosing the four correct statements that describe Tourism.

A.

Involves the transportation of people to various destinations other than their normal place of residence, and their stay at those destinations.

B.

Tourism visits are generally at least one night but no more than 12 months.

C.

Travelling to a country to work.

D.

Involves the ideas, opinions and behaviour of tourists.

E.

Can impact positively or negatively on the host community.

1.2 Match the terms in the list below to create descriptions that reflect the relationships between the tourism and travel industries.

Choices - Travel Agents, Inbound Tour Operators, Outbound Tour Operators,

Tourism Suppliers

Choice

Match

Work with New Zealand tourism suppliers to provide product and services for Inbound tourists.

Sell their product to locals and tourists either directly or through travel agents.

Purchase products through outbound tour operators or tourism suppliers and sell to tourists.

Provide brochured products and services for travel agents to sell to tourists going overseas.

1.3a Choose the three statements that correctly define NZ Domestic Tourism in accordance with industry texts and publications.

A.

The visitor is travelling outside his/her usual environment.

B.

The visitor is conducting an activity that they will be paid for.

C.

The travel duration is for less than 12 consecutive months.

D.

The visitor only stays for 3 hours.

E.

The visitor resides in New Zealand.

1.3b Choose the three statements that define the word Tourist in accordance with industry texts and publications.

A.

A person visiting another place on holiday for more than 24 hours.

B.

A person on a trip between two or more countries for the purpose of work.

C.

A person immigrating to another country.

D.

A person travelling outside their usual environment for less than 1 year.

E.

Any person travelling between 2 or more places in their country of residence on holiday.

1.3c Choose the three statements that define the word Excursionist in accordance with industry texts and publications.

A.

A same-day visitor

B.

The travel duration is between 24 and 48 hours.

C.

The visitor is travelling outside his/her usual environment.

D.

The travel duration is for less than 24 hours.

E.

The visitor is conducting a business activity.

1.3d Choose the three statements that define cultural tourism in accordance with industry texts and publications.

A.

Tourism that occurs only in urban areas.

B.

Tours include performing arts - theatre, dance, music.

C.

Education on the environment and care of the environment.

D.

Travel to festivals and other cultural events.

E.

Learning about different cultures.

1.3e Choose the three statements that define ecotourism in accordance with industry texts and publications.

A.

Involves education on the environment and care of the environment.

B.

Tours include performing arts - theatre, dance, music.

C.

An experience that involves observing nature - flora, fauna.

D.

Focuses on cultures, wilderness adventures and learning new ways to live.

E.

Visits to museums and art galleries.

1.3f Choose the three statements that define event tourism in accordance with industry texts and publications.

A.

Involves education on the environment and care of the environment.

B.

Something staged and created by people that attracts visitors.

C.

Tours to a festival.

D.

An experience that always involves observing nature - flora, fauna.

E.

Tourism based on a meeting, conference or convention.

1.3g Match the terms from the list below to the correct description, in accordance with industry texts and publications.

Choices - Packaged Traveller, Semi-Independent Traveller (SIT), Free Independent Traveller (FIT)

Choice

Match

These travellers have no items pre-paid as part of a package or pre-paid before arriving in New Zealand except for an international airfare.

At least one item (excluding international airfares) must be paid before arriving in NZ (domestic airfares, accommodation, meals, transport, sightseeing etc.), but none of these arrangements can be part of a package or as a total group tour.

These travellers are not part of a tour group. They must have paid for international airfares, accommodation and at least two other items (i.e. domestic airfares, transport, meals, sightseeing) before arriving in New Zealand.

1.3h Choose the description that defines Rack Rate in accordance with industry texts and publications.

A.

The rate provided for off the rack purchases.

B.

The full retail rate that accommodation providers charge customers.

C.

A special discounted rate used by tourism providers.

1.3i Choose the description that defines long-haul travel in accordance with industry texts and publications.

A.

Air travel of at least four (4) hours duration.

B.

All international air travel.

C.

Air travel of at least eight (8) hours duration.

Exercise 3 – Accommodation Categories

For each category you have studied:

a. Write the statement that defines the function for each accommodation category into the box next to the appropriate category.

1. Tourists who want a high level of personal interaction with the host.

2. Business people who want full-service accommodation.

3. Tourists with vehicles who only want a place to stay where they can park outside their room.

4. Tourists who want reasonably priced accommodation with kitchens, laundries and facilities for children.

5. Tourists who want cheap accommodation and the chance to meet other active travellers.

6. Tourists who want fine accommodation with excellent cuisine.

b. Use the web to provide the names of two properties - one Domestic and one International.

Category

Function – Provides a place for…

One Domestic &

One International Provider

Hotels

Motels

Boutique & Lodges

Backpacker & Hostel

Holiday Park & Campsites

Bed & Breakfast / Homestays

Exercise 4 – Transportation Categories

For each category you have studied:

a. Write the statement that defines the function for each accommodation category into the box next to the appropriate category.

1. Tourists who want freedom to travel the way they want to while staying in motels at night.

2. Tourists who want to travel as part of an escorted group on pre-planned routes.

3. Tourists who want freedom to travel the way they want to with sleeping and cooking facilities.

4. Tourists who want to travel between places quickly between cities and towns.

5. Tourists who want to combine transport with luxury accommodation and services.

6. Tourists who want to relax and enjoy the journey through countryside not accessed by roads.

b. Use the web to provide the names of two transport providers - one Domestic and one International.

Category

Function – provides transportation for …

One Domestic &

One International Provider

Air Transport

Land Transport - Cars

Land Transport - Motorhomes

Land Transport - Rail

Land Transport –Coach

Water Transport – Cruise Ships

Exercise 5 – Attractions & Activities Categories

For each of the categories of tourism in the chart below, provide either a domestic or international operator and the function of that specific operator. Go to Chapter 5.1 or 5.2 for ideas and use the web to find out the operators and their function.

Example:

Category - Heritage Tourism Attraction

Operator - Auckland Museum

Function - To provide a place for people to learn about the history and culture of NZ

Category

Domestic or

International Operator

Function – provides an attraction or activity …

Adventure Tourism

Activity

Cultural Tourism

Attraction

Health & Spa

Attraction

Eco or Nature Tourism Activity

Assessment – Outcome 2

Outcome 2 Assessment Note

Chapter 1 discussed the Inbound and Outbound Sales Distribution Chains.

If you choose to discuss either the Inbound Sales Distribution Chain or the Outbound Sales Distribution Chain, you will need to use the information In Chapter 1.

This is necessary because for Outcome 2.1 you will need to do the following.

2.1 - Describe ONE of the three Tourism Industry models listed below:

· The linking concept

· The inbound sales distribution chain

· The outbound sales distribution chain

2.1 - Describe ONE of the three Tourism Industry models listed below:

· The linking concept

· The inbound sales distribution chain

· The outbound sales distribution chain

Name your chosen model:

Your description (min. 40 words):

2.2 - Accommodation Providers

Complete the chart for three (3) different categories with two (2) named examples of providers for each category

EXAMPLE: Category = Hosted Accommodation

Provider 1 = Tranquility Homestay, 12 Akatarawa Road, Upper Hutt

Function = Caters for international students

Provider 2 = Fernleaf B&B / Farmstay, 24 Tunanui Road, Owhango

Function = Caters for people who want to sample country living and be close to mountains

Category

Example 1

Function

Example 2

Function

Category

Example 1

Function

Example 2

Function

Category

Example 1

Function

Example 2

Function

2.3 - Transportation providers

Complete the chart for three (3) different categories with two (2) named examples of providers for each category.

EXAMPLE: Category = Land Transport

Provider 1 = The Ghan train journey, c/- Great Southern Railways, 422 King William St, Adelaide South Australia

Function = caters for people who want to travel overland in luxury, from Adelaide to Darwin, and enjoy the scenery, commentary and top-class onboard facilities

Provider 2 = Greyhound National Coach Company, Transit Centre, Roma St, Level 3, Brisbane.

Function = caters for people who want to travel by bus in Australia, with the convenience of daily departures and flexible travel passes

Category

Example 1

Function

Example 2

Function

Category

Example 1

Function

Example 2

Function

Category

Example 1

Function

Example 2

Function

2.4 - Attraction/Activity providers

Complete the chart for three (3) different categories with two (2) named examples of providers for each category.

EXAMPLE: Category = Adventure Tourism

Provider 1 = Kahutara Canoes, RD-1, Featherston

Function = organised canoe and kayak trips down the Tuamahunga River

Provider 2 = Red Balloon, 88 Highflyers Avenue, Taupo

Function = caters for people who want to hire a race car for hot laps around a race track

Category

Example 1

Function

Example 2

Function

Category

Example 1

Function

Example 2

Function

Category

Example 1

Function

Example 2

Function

2.5a Create a description by choosing the four statements that describe the role of a travel wholesaler with regard to the client and principal (supplier).

A.

A link in the sales distribution chain between the principal and the client.

B.

Always sells products and services directly to the client.

C.

Negotiates rates and works with product principals (suppliers/operators).

D.

Puts together product packages that are sold by travel retailers.

E.

Ensures that no misrepresentation is made in promotional material.

F.

Always discusses documentation directly with the client.

2.5b Choose the five statements that describe the role of a retail travel agent with regard to the client and principal (supplier).

A.

Works and accepts payments on behalf of the wholesaler and principal.

B.

Only negotiates rates directly with the principal and not the wholesaler.

C.

Ensures that no misrepresentation is made to the client.

D.

Complies with any contractual agreements.

E.

Acts in good faith and in the best interests of the client not the principal.

F.

Identifies clients’ product and service needs and makes recommendations.

G.

Books products and services on behalf of the client and provides documentation.

Exercise 6

Check the box next to the words in the extract from Sea Life Kelly Tarlton's below that indicate the experiential nature of the tourism product.

Shark Dive Extreme

NOTE: This experience is for people aged 18 and over.

All divers MUST be able to speak English. We regret for health and safety reasons we are

unable to allow non-English speakers to dive with our sharks.

Don't miss the adrenaline rush of a face-to-face encounter with a shark. Shark Dive Xtreme

is the ultimate thrill for those wanting to get as close as possible to real life sharks and

requires no previous scuba experience.

All divers MUST be able to speak English.

Requires no previous scuba experience

The adrenaline rush of a face-to-face encounter with a shark.

The ultimate thrill for those wanting to get as close as possible to real life sharks.

Exercise 7 - The Service Nature of Tourism

Put the correct word into the box that has the most appropriate example.

Word Choices – Intangibility, Inseparability, Perishability, Consistency

Word Choice

Example

The TranzAlpine rail journey has 15 seats unsold as the train departs

A traveller purchases a hotel room in advance and then consumes the product and service as it is produced.

A potential traveller can't try the trip to Thailand before purchase.

One day a tourism employee provides fantastic service and the next day they provide poor service because he is feeling unwell.

Exercise 8 – Tourist Characteristics

Characteristics include: age, style of travel, income level, purpose of travel, gender, previous travel experience, ethnicity, and cultural background.

Complete this exercise by using the infographics from the latest available Visitor Information PDFs for some of New Zealand's top 5 markets http://www.tourismnewzealand.com/markets-stats/research/infographics/

Read these Visitor Information PDFs to complete this exercise that shows you understand the differences between cultural backgrounds, age groups and purpose of travel.

1a. How is the Australian market different from the Chinese market for their purpose of travel?

1b. How does this difference affect the type of transportation products they purchase?

1c. What characteristics are shown in the 2 questions above?

2a. What is the largest age group for visitors from the German Market? (Look under Age Profile of Holiday Visitors)

2b. What are the 3 main types of accommodation used by the German market?

2c. What characteristics are shown in the 2 questions above?

3a. What is the largest single age group in our US Market? (Look under Age Profile of Holiday Visitors)

3b. What is the main type of accommodation used by the US holiday market?

3c. What characteristics are shown in the 2 questions above?

Exercise 9 – Tourist Characteristics: Seniors

Discounts for Seniors

Accor says that because many "grey power" now stay with them they are offering discounts of up to 50% at 90 hotels and resorts throughout Australia, New Zealand and Japan. Rates in New Zealand start from $93 a night.

At all Novotel, All Seasons and Mercure Hotels, up to two grandchildren up to 16 years of age, can stay free when travelling with their grandparents and sharing the same room. At many hotels breakfast is included. At Sofitel and Ibis hotels, one child up to 12 years can stay free.

Seniors quite often travel in off-peak periods, meaning they can help to fill rooms in quieter times for hotels. They also spend more time travelling than younger groups and spend a greater percentage of their discretionary income on travel than any other age group. With the seniors' market set to swell in the next decade, it makes sense to cater for them as a separate group.

Read the excerpt below about the Seniors Market (age characteristic) and answer the questions.

What does this article tell you about how Accor is catering to this market? What type of products is it providing?

Exercise 10 – Tourist Characteristics: Baby Boomers

13 Truths About Baby Boomer Travel By Kim Ross (excerpted from Travel mMarketing Decisions)

Born between 1946 and 1964, they changed American business at each stage of their development. Diaper services, Barbie dolls, Rolling Stone magazine, relaxed-fit jeans and SUVs - all were created in response to boomers' needs. Now it's the travel industry's turn to be affected.

Baby boomers are significantly different travel consumers than their parents, and experts expect them to maintain those differences as they age. Travel industry organizations that fail to identify and heed the boomers' unique qualities could soon find themselves in serious trouble.

To help marketers more effectively target boomers today and in the future, Travel Marketing Decisions interviewed a series of experts to gather insight into this enormous and potentially lucrative segment.

Below are three of the thirteen truths about baby boomers and their marketing implications for the industry.

1. Boomers consider travel a necessity, not a luxury. This is good news for the industry on two counts. First, the sheer number of boomers traveling will cause business to grow. Second, since travel is a necessity, boomers engage in it no matter how scarce their time or money. Their travel behaviour, therefore, is less dependent on life stage or the economy.

2. Boomers have travelled more than their predecessors. As experienced travelers, boomers seek out more exotic destinations or more in-depth ways of experiencing familiar places. "You're not likely to see them on bus tours of the U.S. because they already did that on their bikes or with backpacks," said Courtney Day, senior vice of the Senior Network, a New Jersey research and marketing firm that specializes in the older consumer.

3. Been-there-done-that is one reason adventure travel appeals to them, Day said. She defined adventure travel as either physically-challenging outdoor activity or an off-the-beaten-path destination. Because boomers are interested in bettering themselves, intellectually stimulating travel also holds appeal.

4. Boomers want to have fun. It's not surprising that adult teenagers put a premium on having a good time. Although fun, like beauty, is in the eye of the beholder, Day said companionship, stimulation and the cultural/social experience make travel fun for boomers. She added, "Part of the enjoyment of the experience is knowing it's unique -that's part of the rush."

Read the extract above on the baby boomer age group (age characteristic) and answer the question. What type of travel products and services would you recommend to travellers in the baby boomer group (age characteristic)?

Exercise 11 – Tourist Characteristics: Generation X

The post-baby boom generation is finally getting into luxury travel in a big way by Simon Thomsen, Business Insider Australia Never mind the parents spending your inheritance on travel: Generation X has an even better time when it hits the road. Generation X typically refers to the generation born after the post-WWII baby boom, from the early 1960s to the early 1980s.

Virtuoso, the global luxury travel network with $14 billion (£9 billion) in annual sales, has crunched its numbers, finding that while retired travelers spend more overall, Gen X goes short, sharp and flash to burn through more cash every day they're away.

· Seniors spend 56% more on travel annually - $11,077 (£7,134) each - than Millennials (genY) at $7,110 (£4,614).

· Generation X's bill is $8,458 (£5,482) at a daily rate of $627 (£406), which is nearly 20% higher than Millennials at $527 (£341), and the frugal seniors at $471 (£305).

· Boomers seem modest by comparison, with an annual average of $9,907 (£6,420) per trip and $522 (£339) per day.

Seniors are away the most, at 23.5 days a year, followed by the Boomers on 19. Gen X and Millennials, who need to get back to work, have just 13.5 days.

What they do on holidays is where the differences begin to emerge with the older sector opting for a cruise - 26% of Boomers, 42% for Seniors - as their preferred adventure.

Millennials and Generation X-ers opt for private or escorted tour experiences (38% and 34%, respectively) and hotel stays over cruises (both at 15%).

And while Baby Boomers are the largest segment of travelers, Virtuoso has seen a surge in Generation-X clients to overtake the Senior market (born before 1946).

Virtuoso books around 12% of its turnover from Australia (No. 4) and New Zealand (No. 3), has seen both countries make its seasonal top 10 list for overseas visitors, especially in Q1 2015 as northern hemisphere travellers seek to escape the cold.

Meanwhile, the Peter Jackson Hobbit effect has no doubt helped produce a dramatic rise in interest for Aotearoa, with Virtuoso's "Hot List", measuring year-over-year growth, putting New Zealand in second place behind Singapore. Aruba (No. 3), if you're searching the map, is a tiny Dutch-controlled south Caribbean Sea island just off the coast of Venezuela.

Read the article on Gen X travellers on the previous page and answer the question.

What type of travel products and services would you recommend to travellers in this age group, and how does NZ benefit?

Assessment – Outcome 3

3.1 - Choose the four (4) statements that define the tourism product in terms of a total traveller or visitor experience.

A.

A mix of different interrelated experiences that combine to form a total experience.

B.

Includes support services such as cleaning, construction, insurance, etc.

C.

Only includes interactions between tourism industry employees and visitors.

D.

Includes activities and attractions, accommodation and transport.

E.

Includes all the senses: sights, sounds, tastes, smell and touch.

F.

Does not include shopping or food and beverage.

3.2 - The Experiential Nature of the Tourism Product

Research a tourism business that you feel offers an experiential product, or whose products have an experiential nature, and describe it below. Think of product(s) which stimulate the senses, such as touch, smell, feel, hear, and/or taste.

Note: Your description must include your reasons about the company/product’s experiential nature.

The name of the company:

The website or other resource reference:

Your description of the company and its product (min 30 words):

3.3 - Choose the three (3) statements that describe the relationship between customer expectations and product or service delivery in terms of customer satisfaction.

A.

Customer expectations of services have no influence on their resulting level of satisfaction.

B.

Customer expectations of services greatly influence their resulting level of satisfaction.

C.

Service expectations can be categorized in 3 levels: essential, expected and optional.

D.

A small gap between expectations and delivery usually means a less satisfied customer.

E.

The SERVQUAL model helps organizations measure the gap between customer expectations and satisfaction.

3.4 - Match the following terms to the description that best describes their key characteristics.

Choices: Heterogeneity, Inseparability, Intangibility, Perishability

Enter choice here

Match

The services cannot be physically stocked or stored. When a flight leaves the ground, the empty seats onboard have not generated any income and the opportunity has perished.

Most services are produced and consumed at the same time; and cannot be produced in one place, transported for sale in another, and sold and consumed again in another place.

The service does not include a physical dimension prior to purchase, e.g. they can’t be touched, felt, seen, tasted or heard.

Each experience varies from producer to producer and customer to customer. Services vary in standard and quality over time because they are a function of human performance.

3.5 - Tourism Products and Service Needs

Particular characteristics will apply to tourists.

For example, the tourist(s) might be:

of a particular ethnicity (different to the host country);

of a particular age (senior citizen, baby boomer, generation Y, or travel with young children);

travelling on a particular income level (high income, or on a budget)

of a particular cultural background

travelling for a particular purpose (such as business, or VFR)

travelling in a particular style (such as in absolute luxury)

or have (lots of, or very little) previous travel experience

Travel and tourism companies offer specific products or services, which have been designed specifically for a tourist characteristic, to serve the needs of those tourists.

EXAMPLE

Characteristic - Ethnicity

Product One

Each hotel room has an arrow on the ceiling, pointing in the direction of Mecca. This is a service for those Islamic people wanting to pray towards the holy city Mecca.

Product Two

Great Sights coach sightseeing tours have commentary available in German and Chinese, as a service to those people that might not be fluent in English.

Product Three

Kosher meals during your flight on Air New Zealand, as a service to those people who only consumer meals cooked in kosher kitchen and by a kosher chef. These meals must be pre-booked.

3.5a Choose and name three of the characteristics. Name and describe three products or services for each characteristic.

Characteristics: age, style of travel, income level, purpose of travel, gender, previous travel experience, ethnicity, and cultural background.

Characteristic One

Product One

Product Two

Product Three

3.5b Choose and name three of the characteristics. Name and describe three products or services for each characteristic.

Characteristics: age, style of travel, income level, purpose of travel, gender, previous travel experience, ethnicity, and cultural background.

Characteristic Two

Product One

Product Two

Product Three

3.5c Choose and name three of the characteristics. Name and describe three products or services for each characteristic.

Characteristics: age, style of travel, income level, purpose of travel, gender, previous travel experience, ethnicity, and cultural background.

Characteristic Three

Product One

Product Two

Product Three

Exercise 12 – Quality & The One Industry Concept

Create your own example to show that you understand the way in which knowledge and application of the One Industry Concept can ensure a quality tourism product.

Exercise 13 – Quality & Customer Service

Read the extract below and answer the question - why do you think that it is important for every tourism business to provide an outstanding experience?

Tourism 2025 Plan - Importance of Customer Service

The tourism sector is diverse and each business builds their own experience platform for their customers. Such products are authentic to them and are packaged to meet the needs of their customers.

A transport operator, for example is creating a platform that provides the visitor with an experience that takes the visitor on a journey to or from the destination and is seamless in every respect.

At the destination, a diverse range of businesses from accommodation through to attraction and activity operators will create their own unique platform - packaged to meet the needs of the customer. The visitor will participate in, enjoy and learn from the products, services and facilities.

Many tourism businesses and organizations are doing a great job in creating an experience platform where the visitor will recall and share the details of a memorable visit through pictures, stories and souvenirs with friends and family during their travels and when they return home. But that is not enough. We need to consistently deliver experiences that exceed visitors' expectations.

A focus on delivering an outstanding experience, including superior customer service for our visitors is the ultimate driver for a growing world class and profitable industry.

Exercise 14 – Qualmark

Why Qualmark?

For New Zealand Tourism Businesses

Qualmark helps businesses become more sustainable from a people, planet and profit perspective.

We do this by not only assessing your business but working with you to ensure your business remains competitive and current in the changing operating environment. 

 

The onsite assessment is conducted by a tourism expert, so you get lots of great feedback, ideas and opportunities to ensure the experience you deliver is constantly improving.

A Qualmark logo is that final seal of approval that signifies your experience is one of the most high-quality experiences New Zealand has to offer.

And because we know that consumers and trade value an official accreditation mark, it also means you will be positioned to be considered for future business with more exposure of your product via numerous channels.

For Consumers and Trade

When we talk to consumers and the travel trade, they tell us they like that Qualmark is trusted and independent, but that we also check those things that are often unseen.

Our regular onsite visits mean we review all those critical elements, both front and back of house, that determine a great experience.

Only those businesses that are delivering a quality sustainable experience, who have safe principles and practices, and showcase true New Zealand hospitality, are recognised through a Qualmark endorsement.

Book with confidence and peace of mind that the experience you are paying for is one of the highest quality, safe and sustainable experiences in New Zealand.

Q1. Read the information about Qualmark above. Summarize Qualmark’s key role and what it hopes to achieve.

Q2. Read the information in this section about Qualmark Sustainable Tourism Awards and summarize why you think this is important.

Exercise 15 – Qualmark

Skyline Rotorua – Qualmark Gold Award

Empowering staff to continually look at sustainability initiatives is saving electricity, reducing waste and increasing community involvement – and has seen Skyline Rotorua maintain the industry’s top sustainability award.

Following an audit which looked at everything from environmental impact to how the organisation embraces manaakitanga – what it means to cherish, conserve, and sustain the plants, animals and the people inhabiting the land, Skyline Rotorua has secured Qualmark Gold Sustainable Tourism Award for another year.

Skyline Rotorua has had the gold status since 2012 and sales and marketing manager Andrew Aitken says a key to that is empowering staff to take improvements into their own hands, through an “opportunities for improvement” register.

It was a suggestion from a staff member which has seen the removal of all plastic straws from the site. Another suggestion from staff has meant every rubbish station now includes recycling bins.

“Several initiatives have been launched recently to reduce power consumption, such as installing LED lighting on the luge tracks, a new transformer and cabling through the top terminal and motion activated lights in all our toilets, which means they’re only on when in use.”

The changes to the terminal have seen energy savings of up to 50 percent during normal working conditions, he says.

Mr Aitken says staff are clearly passionate about their responsibility as kaitiaki (guardians) of the site, which sits on the side of Mount Ngongotaha. That responsibility is also becoming increasingly important in the industry with more visitors looking for attractions which they know are sustainable.

“Achieving Qualmark Gold means a great deal to us. Its audit process encourages us to take a good look at the way we operate and inspires us to continually seek for new improvements.

He says while they’ve achieved the award several times before, it is not something they take for granted.

“We will continue to look for ways to improve what we do.”

What has Skyline Rotorua done recently to meet its commitments to sustainability?

Assessment – Outcome 4

4.1 - Quality in the Tourism Industry

Use the quotes from industry texts shown below to write a brief statement in your own words that defines quality in the tourism industry.

“Each customer will have a different idea about the degree of excellence that he or she requires in a product or service to deem it to be quality.”

Elizabeth Latham, Welcome to Tourism and Hospitality.

“Quality in the tourism industry is all about meeting and exceeding customer expectations.”

Alan Collier, The World of Tourism.

“The gap between customer expectations and service standards/performance is the primary indicator of overall service quality.”

Parasuraman, Zeithaml, and Leonard 1994b.) Service Quality Management in Hospitality, Tourism and Leisure.

Your description (min. 15 words):

Quality in the Tourism Industry is…

4.2a Select three (3) statements that define the One Industry Concept and its impact on quality in the tourism industry.

A.

The tourism industry is made up of various sectors or sub-industries.

B.

Tourism organisations don't need to work together.

C.

The tourist product is composite in nature - many parts that make a whole.

D.

The traveller sees their trip as a total experience.

E.

It doesn't matter to the tourist if one operator doesn't match their expectations.

4.2b Select three (3) statements that show how the One Industry Concept works well to produce a quality tourism product.

A.

The taxi driver provides a smooth transfer from the airport to the hotel.

B.

The local i-SITE office helps a visitor to decide on local activities.

C.

A local tour operator tells the tourist all the restaurants in town are a rip-off.

D.

A tour guide yells at the visitors when they don't get on the coach in time.

E.

A hotel concierge recommends the best sightseeing tours to go on in the city.

4.3 Select three (3) statements that show how customer service contributes to quality tourism products.

A.

The role of customer service is to enhance the overall customer experience.

B.

Customer service only occurs while the customer is experiencing the tourism product.

C.

Great service is about anticipating customers’ needs and exceeding their expectations.

D.

Customer service has a direct impact on the customer’s level of satisfaction.

E.

It is not important for everyone in the tourism industry to provide good customer service.

4.4 Select three (3) statements that describe the Qualmark initiative.

A.

Qualmark New Zealand Limited is New Zealand tourism's official quality organization.

B.

Following an evaluation, a Qualmark business will receive a Green, Brown or Gold award based on their performance under the Sustainable Tourism Business Criteria.

C.

Qualmark ensures there is a single integrated industry wide grading system for quality standards and accreditation.

D.

Qualmark provides a booking engine for travellers to select places to stay, things to do and ways to get around.

E.

Qualmark looks to recognize businesses that are delivering a holistically sustainable experience.

© Worldwide Interactive Training & International Travel College of NZ

2020 23766v2 Tourism Industry Online Exercises and assessments_v1

Moderated and approved by ServiceIQ 9 February 2018