DEVELOP & UPDATE TOURISM INDUSTRY KNOWLEDGE

DEVELOP & UPDATE TOURISM INDUSTRY KNOWLEDGE
D2.TCC.CL1.07 Trainer welcomes trainees to class.

Subject Elements This unit comprises three Elements:
Source current information on the tourism industry Source information on compliance and related issues which impact on the tourism industry Use sourced tourism industry information Trainer advises this Unit comprises three Elements, as listed on the slide explaining: • Each Element comprises a number of Performance Criteria which will be identified throughout the class and explained in detail • Trainees can obtain more detail from their Trainee Manual • At times the course presents advice and information about various protocols but where their workplace requirements differ to what is presented, the workplace practices and standards, as well as policies and procedures must be observed.

Assessment Assessment for this unit may include: Oral questions
Written questions Work projects Workplace observation of practical skills Practical exercises Formal report from supervisor. Trainer advises that assessment for this Unit may take several forms all of which are aimed at verifying they have achieved competency for the Unit as required. Trainer indicates the methods of assessment that will be applied to them for this Unit.

Element 1: Source current information on the tourism industry
Introduce topic. Class Activity – General Discussion Ask general questions: What is information would you like to know about the tourism industry? Why is this information important? Where could you get this information?

Source current information on the tourism industry
Performance Criteria for this Element are: Identify sources of information on issues of economic, political and social significance, and obtain such information Identify sources of information on tourism industry statistics and trends, and obtain such information Identify sources of information on the relationship between the tourism industry and the role of the local community/ies, and obtain such information. Trainer identifies the Performance Criteria for this Element, as listed on the slide.

Performance Criteria for this Element are: Identify sources of information on tourism markets and their relevance to market segments, and obtain such information Identify sources of information on the nature of the relationship between tourism and other industries, and obtain such information Identify sources of information on different tourism industry sectors, their inter-relationships, the services available, and obtain such information. Trainer identifies the Performance Criteria for this Element, as listed on the slide.

Performance Criteria for this Element are: Identify sources of information on major tourism industry bodies, and obtain such information Identify sources of information on specific features of the local/regional tourism industry, and obtain such information Identify sources of information on environmental issues, and obtain such information Identify sources of information on career opportunities within the tourism industry and the allied roles and responsibilities of staff, and obtain such information. Trainer identifies the Performance Criteria for this Element, as listed on the slide.

Performance Criteria for this Element are: Identify sources of information on work organisation and time management in the tourism industry, and obtain such information Identify sources of information on quality assurance in the tourism industry, and obtain such information Identify sources of information on current and emerging tourism industry technology, and obtain such information. Trainer identifies the Performance Criteria for this Element, as listed on the slide.

Introduction - tourism industry
What is tourism? What is in the tourism industry? What does it provide? Who uses tourism? Class Activity – General Discussion Discuss the questions in the slide.

Tourism involves all activities that take people away from their usual place of residence for any reason Common reasons include holidays, recreation, business, visiting and experiencing new cultures and to visit family and friends Any business that is utilised during any part of travel is associated with the tourism industry (continue) Class Activity – General Discussion Ask general questions: In your location, what is the common reason people travel? Why do you travel? What do you seek when you travel?

The tourism industry is one of the largest industries in the world and for many countries is its major economy and employer Industry knowledge is a vital pre-requisite for effective performance within the industry. Class Activity – General Discussion Ask general questions: Is tourism a major economy in your region or country? How does the industry impact?

Sourcing tourism information
It is important in the tourism industry to have up-to- date information so you can: Talk to customers about industry specific events, trends and happenings Plan your career Update your knowledge and skills Maintain a professional interest Communicate effectively Learn new techniques. Class Activity – General Discussion Ask general questions: What information do you normally give to customers about your community? How can you maintain a ‘professional interest’?

Sources of tourism information
There are a number of sources that will be a great starting point to get an overview of the industry as a whole. Colleagues, supervisors and managers Representatives Developing your own industry network Conferences and seminars Product launches Internet. Class Activity – General Discussion For each of the points in the slide, get the audience to use personal experience to identify: What information can they get from each source?

Tourism topics We will look at a range of topics that are important to the tourism industry. We will explore: The topics themselves Where to find information. Class Activity – General Discussion As a manager what topics would you like to know about relating to your industry that could affect your business? Where can you source this information?

Global tourism topics Firstly, lets look at some ‘global’ tourism topics: Economy issues Political issues Social issues. Class Activity – General Discussion Ask general questions: What are these topics? Why are they important? These questions are designed to get them thinking about the topics. They will be discussed in greater length in the next slides.

What are the major economic issues that impact on tourism?
Primarily an economy consists of the economic structure of a country or other area It is a true measure of the success of a country and is the backbone for generic advancement. What are the major economic issues that impact on tourism? Discuss the question in the slide.

Economic issues An economy comprises the utilisation of resources including: Labor Capital Infrastructure Geography Ecology (continue) An economy comprises the utilisation of resources including: Labor - amount of persons, with the necessary education, knowledge and skills, available to perform functions. The tourism industry is very labour intensive and requires people with a variety of skill sets to meet the needs of the local and international market Capital – financial means to pay for infrastructure to support tourism and to provide tourism related products and services Infrastructure – roads, bridges, airports, transportation systems, telecommunications, electricity, water systems and basic services Geography – land, features and its inhabitants Ecology – living organisms and how they interact Class Activity – General Discussion Discuss the effect of each point as it relates to your local community and the country as a whole.

Economic issues Natural and land resources Manufacturing Trade
Distribution Consumption of goods and services. Natural and land resources - especially important with eco-tourism Manufacturing – the level of production towards good and services Trade – the strategic location and partnerships between countries is a major component of economic prosperity and the impact of tourism growth Distribution – transfer of products and services or items used to provide these. In the case of tourism this also relates to the ease of travel for people to get to the products and services, which are traditionally based in a set location Consumption of goods and services – based on supply and demand. This will be explained further in this section. Class Activity – General Discussion Discuss the effect of each point as it relates to your local community and the country as a whole.

Economic issues An economy is based on the concept of supply and demand: What is supply? What is demand? How do they affect each other? Class Activity – General Discussion Get the audience to start by thinking about supply and demand in their personal life: What do they demand? What has caused this demand? Who supplies the products or services to meet your demands? Then get the audience to think about supply and demand relating to the tourism industry. Apply the same questions.

Economic issues Demand
When looking at the economy as a whole demand is driven by: The need for people to travel Their financial means to do so. The activity completed in slide 19 covers this slide. However you may want to explore: What are the common reasons people travel in your region? How do most people find the ‘financial means’ to do so?

Economic issues Demand
Demand, in relation to the tourism industry, is influenced by: Necessity Employment Inflation Disposable income. Demand, in relation to the tourism industry, is influenced by: Necessity – the need to travel, whether for business or leisure Employment - is measured as the number of adult workers who have jobs Inflation - means undue expansion or increase of the currency of a country. The higher inflation, the more expensive items are compared with their wages Disposable income – how much money is available to spend on items after necessities have been paid for. Travel is generally not considered a necessity. Class Activity – General Discussion Discuss the effect of each point as it relates to your local community and the country as a whole. You may break the audience into small groups and get them to discuss, research and present information regarding one point.

Economic issues Demand: Costs of goods and services Opportunity costs
Basic needs and wants Marketing and promotions. Costs of goods and services – how much it costs to purchase a product or service. Many tourism businesses now offer cheaper package deals including flights and accommodation, increasing demand for travel Opportunity costs – an evaluation of alternative options. Generally a travel consumer will compare offerings from competitors, in a specific location or from a global perspective when selecting travel. Basic needs and wants – many people work hard and want to make the most out of their leisure time. They have specific goals towards travel and want these fulfilled. They may be a need for relaxation, adventure of learning of new cultures. Marketing and promotions – with easier access to greater media sources, including the internet, many people are becoming aware of the tourism opportunities not only in their region but around the world. Class Activity – General Discussion Discuss the effect of each point as it relates to your local community and the country as a whole. You may break the audience into small groups and get them to discuss, research and present information regarding one point.

Economic issues Demand in Asia
Demand for travel within the Asian region is strong, with many people seeing Asia as a growing tourism market for a number of reasons: Strong economic growth markets Ease of travel Large population base Greater demand for ‘localised’ travel Cheap package and transportation options Cheaper products and services within Asian countries. Demand for travel within the Asian region is strong, with many people seeing Asia as a growing tourism market for a number of reasons: Strong economic growth markets – greater business and supplementary leisure travel Ease of travel – ease of visa restrictions, improved infrastructure and transportation options Large population base – Asia comprises one of the world’s largest population bases Greater demand for ‘localised’ travel – many people generally prefer to travel in their region than take longer and often more expensive travel Cheap package and transportation options – many tourist areas provide very attractive travel options for the leisure market Cheaper products and services within Asian countries – tourists enjoy getting ‘greater value for money’ for items than they would get at home Class Activity – General Discussion Get the audience to discuss how each point in the slide impacts tourism in Asia. Get the audience to express their points of view and identify why more people are choosing Asia as a popular tourist destination.

Economic issues Supply
If demand for tourism remains strong, therefore there is a need to supply resources to cater for the demand. Class Activity – General Discussion Who ‘supplies’ in the tourism industry. Break the audience into small groups and get them to: Identify the businesses that ‘supply’ Identify what they actually supply in terms of products and services

Some of these resources would be provided or funded by governments including: Roads, airports and other transportation Electricity, water and gas supplies Basic services including hospitals, waste management, post offices and police. Class Activity – General Discussion Get the audience to provide examples of each point and how they have positively or negatively impacted on both tourism and the community in general.

There are many types of businesses, directly associated with tourism that would need to be developed or funded through private resources including: Transportation Accommodation Food and Beverage Attractions. Transportation – airlines, boats, buses and cars Accommodation – hotels, resorts, hostels Food and Beverage – restaurants, stalls, bars, catering services and food production Attractions - leisure activities Class Activity – General Discussion Get the audience to provide examples of each point and how they have positively or negatively impacted on both tourism and the community in general.

There are also many businesses, whilst not directly associated with tourism, would need to be developed including: Retail shops Pharmacies and doctors Supermarkets Suppliers for tourism operations. Class Activity – General Discussion Get the audience to provide examples of each point and how they have positively or negatively impacted on both tourism and the community in general.

The most important aspect of supply is people. Without a readily available workforce many tourism businesses would not be able to operate. Therefore there is a need for: Suitable quantities of workers Education and training providers Accommodation, meals and appropriate working conditions for workers. Class Activity – General Discussion Where can you find workers? What does ‘suitable’ mean? If you were a manager of a tourism business, how would be go about finding staff? Once you employed them, what would you need to provide them to retain them and keep them happy?

Political issues The influences of government, whether nationally or locally can certainly influence the demand and operations of a tourism organisation. Class Activity – General Discussion What political issues affect the tourism industry?

Political issues Some political policies that would influence a tourism organisation include: Fiscal Policies Monetary Wages Exchange rates Ease of travel Legislative changes. Fiscal Policies – taxation and levies Monetary – interest rates Wages – minimum working wages and on-costs Exchange rates – the cost of exchanging one currency into that of another Ease of travel – into and out of a country, visa restrictions Legislative changes – new or amended laws Class Activity – General Discussion Discuss the effect of each point as it relates to your local community and the country as a whole. You may break the audience into small groups and get them to discuss, research and present information regarding one point.

Social issues Social significance relates to how a society deems something to be important in their lives. In terms of tourism, more people work harder and therefore want to enjoy their relaxation time. Class Activity – General Discussion What social issues affect the tourism industry? What are tourism businesses do to cater to social demand?

Social issues Social trends show society has: A better quality of life
Greater need for tourism products Greater community pride Great understanding and appreciation of the world Increased appreciation of culture Greater understanding of other people. Social trends show society has: A better quality of life – better accommodation, employment Greater need for tourism products – people eat out more, holiday more and travel more Greater community pride Great understanding and appreciation of the world – through technology we are learning more about the world which is building desire towards travel Increased appreciation of culture – people are being exposed to different cultures Greater understanding of other people – through multi-culturalism we are learning more about people from different backgrounds

Finding information Local government websites
Local community and council meetings Economic and business websites Legal journals Industry publications Newspapers Internet research. Class Activity – General Discussion Which sources are the best to get information? Activity Trainer to either provide examples of different sources of information or get the audience to research actual resources under each category. They may need to identify 3-5 sources for each category.

Tourism industry statistics and trends
Given the tourism industry is one of the largest industries in the world, it is not surprising to learn that they are numerous written materials devoted to industry news, trends and statistics. Class Activity – General Discussion What is the difference between a statistic and a trend? What are common industry statistics and trends?

Written materials Trade magazines Hotel school publications
Newsletters Brochures Advertisements Reference books. Please refer to the Manual for specific examples and locations of such materials.

Internet Some of the previous ‘written material’ sources are internet based however the internet is a great source of much more: Suppliers Industry associations Government bodies Specific properties. Please refer to the Manual for specific examples and locations of such materials.

Government bodies Whilst ASEAN countries work collectively to achieve a primary purpose of attracting tourism to the region as a whole, each participating government will also have their own websites and departments in which to collect information. Please refer to the Manual for specific information relating to Ministries of Tourism in each of the ASEAN countries. Class Activity – Research activity Get the audience to look up websites in the manual. What services in on their websites What do they promote Would you find the websites ‘user friendly’ if you were: A visitor A manager in a tourism business

Types of industry statistics and trends
Industry statistics are popular amongst both employees within the tourism industry and also end consumers. Statistics prove a ‘snapshot’ of important information which can be examined and applied to: Improve business operations Attract new markets Build confidence in the eyes of a consumer. Class Activity – General Discussion What statistics would you like to know? Where could you get this information from?

Types of tourism businesses Types and demographics of customers Top destinations Hotel occupancy percentages Reasons for stays Current industry information Destination countries. Class Activity – General Discussion Which statistics would you like to obtain under each category? Activity Trainer to either provide examples of different sources of information or get the audience to research actual resources under each category.

Departure months Length of stay Type of organisation for the trip Transport mode Accommodation type Expenditure Popular tourist attractions. Class Activity – General Discussion Which statistics would you like to obtain under each category? Activity Trainer to either provide examples of different sources of information or get the audience to research actual resources under each category.

Industry Trends Understanding of current industry trends helps operators within the tourism industry gain an understanding of what may take in the future. This helps to determine strategy and develop a competitive advantage over competitors. Class Activity – General Discussion What information regarding trends would you like to know? Where could you get this information from?

Industry Trends: Great comparison-shopping by consumers Tourism related applications ‘apps’ Women-only floors Budget lodging at private accommodation Unusual one-off experiences and mini-vacations App creators breaking through language barriers. Activity Trainer to either provide examples of different sources of information or get the audience to research actual trends under each category.

Industry Trends: Websites offering personalized activities and tours Radio-frequency identification (RFID) and near field communication (NFC) programs Using smart-phones as room keys Booking agents to overlay the social graph, asking users to sign in with their social media accounts for the opportunity to hand-pick desirable seating arrangements VIP treatment at amusement parks. Activity Trainer to either provide examples of different sources of information or get the audience to research actual trends under each category.

Relationship between tourism and the community
The tourism industry is often the backbone for economic growth in many cities and towns, especially in remote and tourist regions. In many cases, tourism is the largest employer in a region, whether directly or indirectly. It is important that tourism has an advantageous effect in a location, not a detrimental one. Class Activity – General Discussion How would you consider the relationship between tourism and your community? Is it positive / negative and why? What relationships exist? How can they work together for mutual benefit?

Potential conflicts may occur including: Resorts occupying the best natural locations, with limited access for the community Noise or waste pollution Negative environmental impact Large influx of consumers draining resources of the community Cultural clashes. Activity Get the audience to discuss each type of conflict and identify actual examples that may exist in their community. If the conflict exists, how can it be resolved?

Ways in which an organisation can benefit the community includes: Employing staff from the community Using local suppliers Investing in the local community through a range of programs Recommending community businesses. Class Activity – General Discussion As a manager how can you implement these activities, as identified in the slide.

To be able to recommend community businesses, staff should have a thorough understanding of: Local attractions Shopping and retail areas Events and festivals Eateries Supermarkets Local transport Activities Places of worship. Activity Get the audience to discuss identify examples of each. What information do they know about the businesses they identify.

The best ways to gather community information includes: Visiting local businesses and finding out what they provide Talking to management and staff Collecting and reading brochures Keeping up with local media Visiting the local Tourist Information Centre Attending town meetings Looking at notice boards in shopping centres. Class Activity – General Discussion Which sources are the best to get information? Activity Trainer to either provide examples of different sources of information or get the audience to research actual resources under each category. They may need to identify 3 to 5 sources for each category.

Information on market segments
Tourism involves any travel taken by anyone away from their home. This certainly leaves a diverse range of target markets in which to attract. However no tourism organisations should try to attract each and every market segment. You can’t be everything to everyone. Class Activity – General Discussion What is a market segment? What market segments are common for your business or region? Why can’t you try to cater for all market segments?

Types of market segments
Movement of tourists: Outbound Tourists Inbound Tourists Domestic Tourists International Tourists. Outbound Tourists An outbound tourist is where a local tourist goes to a region away from where they reside and where the business is. This normally means the tourist is either leaving the town, city or country. This type of tourist would be beneficial to travel agents and transport companies. Inbound Tourists An inbound tourist is where a tourist from another location comes into your region. This normally means the tourist is coming into your area. This type of tourist would be beneficial to accommodation venues and tourist attractions. Domestic Tourists A tourist who travels within a country. They are natives and can easily be promoted to. International Tourists A tourist who travels to/from another country. Conducting promotional activities can be harder as they may come from various counties, speak different languages and have different needs.

Types of market segments
Types of tourists: Business Leisure Religious Sporting. What are the characteristics and needs for each of these market segments? Class Activity – General Discussion Answer the question in this slide. Break the audience into groups and give each group a different type of market segment.

Finding information on market segments
Formal feedback: Customer comment cards General Manager cocktail parties Interviews and follow up calls Meetings Performance reviews. Customer comment cards – these are established documents aimed at getting responses to a wide range of questions covering all facets of an operation. General Manager cocktail parties – this approach involves selected guests enjoying refreshments with senior management. It is common for management to ask questions about their stay and suggestions for improvement. This approach is also beneficial in finding out more about the customer, which can be used to provide more personalised service. Interviews and follow up calls – at times management may contact customers to find out about their experiences or visits. Meetings – staff meetings are held on a regular basis and normally will explore the performance of operations. At these meeting, comment cards from customers are discussed with strategies for improvement implemented. Performance reviews – this approach is used by management when providing feedback to staff regarding their performance. During these reviews, management will also ask staff for their suggestions or recommendations for improvement. At times, causes of poor staff performance will identify faults in the operation (lack of training, understaffing, limited or faulty equipment) which can be improved.

Finding information on market segments
Informal feedback This information may come in the form of ‘gossip’ or ‘through the grapevine’, however is the provider of the largest amount of feedback. This includes: General discussion Observations. Class Activity – General Discussion Why is informal feedback normally more effective than formal feedback? What types of feedback do you get from informal feedback? What types of information do you get from formal feedback?

Relationship between tourism and other industries
Many customers are new to a region or destination and will often call upon your advise and expertise in recommending a range of additional activities and services during their visit. Class Activity – General Discussion Why is it important to have relationships with other industries? What are some examples of other industries?

Types of businesses Some of these businesses may include:
Local attractions Shopping and retail areas Events and festivals Eateries Supermarkets Local transport Activities Places of worship. These have been identified before.

Information regarding businesses
It is important that staff have a detailed understanding of these businesses including important facts relating to: Summary information about the business Opening and closing times Key features and benefits Costs. Class Activity – Research Based on the different businesses identified, get the audience to identify information as described in the slide.

Types of business relationships
Using local suppliers Increase local recruitment, training and progression of staff Strategic business partnerships Support local businesses. Discuss the points and how you could do it if you were a manager.

Relationship between different tourism sectors
Issues to monitor You should seek to identify a wide range of issues such as: Changing and emerging trends New techniques and workplace practices New equipment and technology Initiatives relating to advertising, marketing and promotion Market research information. Class Activity – General Discussion For each of the issues identify some examples that would be important to a tourism business.

Relationship between different tourism sectors
Issues to monitor Trends and selling prices of the products and services being offered by both your business and elsewhere throughout the industry Activities the opposition is undertaking to attract customers or to meet competition in the market place. Class Activity – General Discussion How can you find out what the competition is doing? If you were going to visit the competition what information would you like to get and how can you get it?

Types of tourism industry sectors
Accommodation Attractions and theme parks Tour operators Inbound tour wholesaler Outbound tour wholesaler Retail travel agents Information services Meetings and events Corporate agents Airlines. The following slides will provide examples of each but it is a good idea to briefly discuss so that the audience can realise the variety of the tourism industry.

Accommodation This sector includes but not limited to: Hotels and motels Guest houses, and bed and breakfasts Caravan parks and camping grounds Resorts Time share properties Apartments, villas and cottages Conference and exhibition centres. Class Activity – General Discussion Get the audience to identify actual businesses under each category. Are there any ‘leading’ businesses in each category? Why are they leaders or the most popular? How could you improve your business to compete with the ‘leaders’?

Attractions and theme parks This sector includes but not limited to: Museums and galleries National parks, wildlife parks and gardens Theme parks Heritage sites and centres Sport or activity centres Aquariums and zoos. Class Activity – General Discussion Get the audience to identify actual businesses under each category. Are there any ‘leading’ businesses in each category? Why are they leaders or the most popular? How could you improve your business to compete with the ‘leaders’?

Tour operators: A tour operator typically organises sightseeing tours and accommodation in a particular destination or region. Inbound tour wholesaler: An inbound tour wholesaler packages products to form a trip for an overseas market travelling to your country. Class Activity – General Discussion Get the audience to identify actual businesses under each category. Are there any ‘leading’ businesses in each category? Why are they leaders or the most popular? How could you improve your business to compete with the ‘leaders’?

Outbound tour wholesaler: An outbound tour wholesaler negotiates product from International Suppliers for clients in your country travelling to an international destination. Retail travel agents: A retail travel agent is the go-between between the client and the wholesaler. Class Activity – General Discussion Get the audience to identify actual businesses under each category. Are there any ‘leading’ businesses in each category? Why are they leaders or the most popular? How could you improve your business to compete with the ‘leaders’?

Local, regional and national information services: These information services exist to assist the public and travel agents in obtaining knowledge and information on a particular region from the experts. Meetings and events: These companies organise meetings, conferences and major events by booking flights, accommodation, tours and the meeting facilities. Class Activity – General Discussion Get the audience to identify actual businesses under each category. Are there any ‘leading’ businesses in each category? Why are they leaders or the most popular? How could you improve your business to compete with the ‘leaders’?

Corporate agents: This sector tenders for travel accounts from large, medium and small sized businesses. Airlines: Airlines own the planes and sell seats to all sectors in the travel industry. Class Activity – General Discussion Get the audience to identify actual businesses under each category. Are there any ‘leading’ businesses in each category? Why are they leaders or the most popular? How could you improve your business to compete with the ‘leaders’?

Major tourism industry bodies
A range of industry specific bodies have been established to cater to the needs of industry. What tourism industry bodies do you know of? Class Activity – General Discussion What major tourism industry bodies do you know of? What is the purpose of these businesses to help the industry?

There goal is to ensure the tourism industry: Provides a safe and secure offering to its customers Is regulated and operates in a legal and compliant manner Provides quality products and services to its customers Employs staff who have the necessary knowledge, skill relevant to the current industry needs and expectations. Class Activity – General Discussion What are some ways they can achieve each of their goals as identified in the slide?

Ministries of Tourism The Ministry may co-ordinate special initiatives including: Selecting and managing heritage sites Dedication and allocation of government funding to tourism initiatives Providing information on news laws and regulations Establishing service excellence awards Publishing and managing tenders for tourism projects. Discuss the impact of ministries specific to your country.

Tourism Boards The primary task of tourism boards is to coordinate the efforts of hotels, airlines and travel agents to develop the fledging tourism industry of the country. Industry Authorities Authorities are established, either by a government or working closely with government to provide services relating to the tourism industry. Class Activity – Research You may get the audience to identify actual industry bodies in your region and or country. How do they provide assistance?

Industry Associations These bodies provide businesses with a variety of services which can include: Representing the industry Legal advice Training Industry standards and benchmarks Cost savings. Discuss how these services help the industry.

Industry Unions In the same way that industry associations represent the interests of business, the unions represent the interests of employees. Class Activity – General Discussion What is the role of unions? What is the actual union you would be part of as a staff member? What do they do to protect employees? Does it cost to be part of a union?

Special features of local tourism industry
Businesses must use the strengths of each other to: Ensure a better experience for customers Improve relationships and profitability of local businesses Create ‘win-win’ scenarios. Class Activity – General Discussion How can you get a ‘win-win’ situation? What are some special features of your local tourism industry?

Integration of tourism businesses
Encourage tourist revenue in the community Many customers are seeking to maximise any travel by ‘experiencing’ what the local area has to offer. ‘Experiencing’ could mean: Partaking in activities Visiting local attractions Buying local produce Eating in local restaurants. Discuss. This information is incorporated into the activity on the next slide.

Integration of tourism businesses
Build relationships with local tourist businesses As a starting point you may want to build suitable partnerships with: Tourist Information Centre Eateries Retail outlets Local arts and crafts Tourist attractions Tourist events. Class Activity – Design a ‘package’ Get the audience to design 1 to 3 day ‘package’ incorporating the local community for a range of different market segments.

Environmental issues The role of tourism has always been to promote tourists to visit attractions, many of which are natural. It is also important that any impact of conducting tourism activities in an area, leave the smallest environmental footprint. Class Activity – Questions What environmental issues exist in your local community that affects the tourism industry? What caused the issue? What can be done to resolve the issue?

Environmental issues ‘Sustainable tourism’ is based on the principles of sustainable development. It is based on ‘minimising adverse impacts on local communities, heritage, landscapes, water resources, habitats and species while supporting social and economic development. Class Activity – Questions What is the purpose of sustainable tourism? What examples do you know of?

Environmental issues Sustainable tourism issues:
Sustainable development Protection or natural and man-made resources from inappropriate and insensitive development, poor planning and lack of zone management Maintaining the cultural, social aspects and historical character of the community Managing the implications of climate change Ensuring sustainable, co-ordinated management and development of resources. Discuss the points providing examples.

Managing threats to biodiversity and natural resources Managing the increased generation of waste Dealing with growing energy consumption and rising greenhouse gas emissions Decreasing the environmental impact of tourism travel Minimising the environmental impact of tourism related development. Discuss the points providing examples.

Improving energy efficiency, waste management and water conservation and Dealing with traffic congestion and damage to roads and other infrastructure Resources conservation Recycling. Discuss the points providing examples.

Career opportunities Tourism is a very diverse industry with endless career opportunities, whether directly employed in the industry or in a business that supports or benefits from tourism. The industry provides great opportunities to work in exciting positions, throughout the region, county and internationally. Class Activity – General Discussion Why did you join the tourism industry? What ideal job would you like? What would you like to do in the future? What are the benefits of working in the industry? What are the disadvantages of working in the industry?

Career opportunities Seeking a career in the tourism industry:
Understand the industry Understand the roles in the industry Education Develop a resume Look at recruitment vacancies Familiarise yourself with businesses Make yourself known. Understand the industry – research the industry to gain a sound understanding of what the industry involves and current information and trends Understand the roles in the industry – unless you know what types of jobs there are, you won’t know which one will be of interest for you. In addition, managers often ask applicants about what they know about the job they are applying for Education – educate yourself with the necessary knowledge or skills to be able to undertake the position you are seeking. This may be undertaking research activities, short courses through to tourism related qualifications. Develop a resume – develop a concise resume which clearly articulates your personal information and your skills sets. Look at recruitment vacancies - these may be advertisements in newspaper, advertised in the businesses themselves, through recruitment companies, on local notice boards, in shop windows, through word of mouth, recruitment days or internet searches Familiarise yourself with businesses – conduct research on the business you are trying to seek employment with whether through personal visits or internet research. Make yourself known - visit businesses personally and try to introduce yourself to key recruitment contacts, whether Human Resources or departmental managers and supervisors.

Career opportunities Seeking to improve your chances of promotion:
Talking with management and Human Resources to identify: Required knowledge, skills, education or experience Further training opportunities are present Likely vacancies The job roles and duties of higher positions. Class Activity – Visit by HR Manager Trainer to arrange a HR manager to come and talk about developing a career in the tourism industry. Topics can include: What managers are looking for in prospective staff Different careers in the industry How to get a job in the industry Tips for success in the industry How can you get promoted?

Career opportunities Seeking to improve your chances of promotion:
Express your desire for progression: Unless your manager knows you want to move to a higher position, you may be overlooked Be pro-active and plant the seed in the mind of management Ask your manager for additional responsibilities or tasks to improve your skill set to demonstrate your motivation towards promotion. Refer to activity in previous slide.

Work organisation & time management
As a staff member, it is important that you are able to complete the tasks that are assigned to you. You are part of a bigger picture and what you do or not do, greatly affects other operations of a tourism business and more importantly the customer. Class Activity – General Discussion How can you find out about what is happening in a business?

Work organisation All staff members must know:
What is happening in the organisation What you need to achieve Achieve your tasks in a timely manner. Introduce these topics. They will be discussed in more detail in the next few slides.

Work organisation Organisational activities: Special events Weather
VIP and customer activities Emergencies Legal requirements Local attractions, festivals and events. Class Activity – General Discussion What are some examples of each? What impact do they have on an organisation? You can talk about past experiences (either trainer or audience) of when these took place and their impact.

Work organisation Find out about organisational activities through:
Meetings Briefings and debriefings Memos s Conversations. Class Activity – General Discussion Which is the most common organisational activity? Why? What information would you find out in each of these methods?

Work organisation Identifying individual responsibilities and tasks:
Contract Job Description Standard Operating Procedures (SOPs) Policies Procedures Daily Task Sheets Direct requests Observation. Identifying individual responsibilities and tasks: Contract – outlines your job including any responsibilities and conditions of employment Job Description –most jobs will have a separate job description that will identify the activities that you need to perform as part of your role Standard Operating Procedures (SOPs) – standard instructions indicating how to perform specific tasks and the order of sequence Policies – rules to follow in an organisation relating to different circumstances Procedures – step by step instructions detailing how to complete an activity Daily Task Sheets – these may allocate specific tasks to perform that may relate to a specific activity or event Direct requests – by management, colleagues or customers Observation – quite often you will have feeling when a certain task will need to take precedence over others.

Time management What is time management? How do we use it?
Wikipedia defines time management as: ‘the act or process of planning and exercising conscious control over the amount of time spent on specific activities, especially to increase efficiency or productivity’ Discuss the points in the slide. Get audience members to discuss their time management techniques.

Time management Common recommendations include:
Preparing a list of all activities to be performed Identifying tasks by ‘1,2,3’ or ‘a,b,c’ to indicate their importance Prioritising and completing important tasks first Breaking time into small management chunks Use of a timer when completing activities Identifying and reducing time wasters Having the ability to say no to people or tasks that are not a priority. Refer to last slide. Do any audience members use any of the techniques?

Quality assurance What is quality? How it can be measured?
Definition of quality can be described as a perception of value from the point of view of the customer. Class Activity – General Discussion Get the audience to identify what they consider to be ‘quality’. Use different examples as ‘quality’ may change depending on the circumstance: When shopping When buying a car When choosing a husband or wife (this normally gets the attention of the audience and is a bit of fun) When eating in a restaurant

Quality assurance ‘Quality assurance’ (QA)
This is a term used to systematically measure and compare aspects of operations within a business against operational standards of performance. ‘Total Quality Management’ (TQM) This is a philosophy of management that is driven by customer needs and expectations to provide a process of excellence. Discuss the concepts. Are they similar?

Quality assurance steps
Identify quality requirements and expectations Decide the product (tangible and intangible) that will meet and exceed expectations Establish standards of performance Control the delivery to meet customer expectations Implement a ‘Quality Control System’ Evaluating the quality of service provision Comparison of performance against expectations Investigation, recommendations and adjustments of products and services provided. Identify quality requirements and expectations Decide the product (tangible and intangible) that will meet and exceed expectations Establish standards of performance Control the delivery so that it meets customer expectations Implement a ‘Quality Control System’ - measurements to ensure that a ‘quality’ product is being delivered. This may involve checking the finished quality of products – such as the physical characteristics of a meal, drink or room Evaluating the quality of service provision – such as waiting times at reception, time taken before an order is taken, delivery times of room service Comparison of performance against expectations Investigation, recommendations and adjustments of products and services provided

Tourism industry technology
The travel & tourism industry is all about connections Connecting people, places and cultures Using new technologies, social media, and social networks can help to foster the connections that we share. Class Activity – General Discussion Is technological change a good or bad thing? Why? What technology is commonly used in the tourism industry? How has this changed in recent years? What technology do you think has had the greatest impact?

Technology greatly impacts on all aspects of operations The improvements in technology have been immensely beneficial for the industry It has made the world a smaller place and made it easier for businesses to get in touch with customers. Discuss points.

The main ways technology can enhance the tourism industry are: Streamline and speed up access and delivery of tourism services Improve management and profitability of tourism operations Enhance marketing of the industry as a whole and the businesses within it Improve the relationships between tourism businesses and its customers. Class Activity – General Discussion Identify different types of technology exists to help achieve the goals identified in this slide.

Emerging technological trends: Standardized set of XML messages for the distribution of tour and activity data Short-term, purely spontaneous travel specials Dedicated travel apps Sharing of traveller’s personal information to simplify bookings. Discuss points.

Emerging technological trends: Advanced travel search engines Travellers to find activities and local content in a mobile optimized environment Small business owners to access the business travel market Hotels and resorts to communicate with guest through on property mobile before, during, and after their visit to the property. Discuss points.

Emerging technological trends: Hotels manage their online reputation and social media Friends to collaborate and plan trips together Travellers research and decide where to go, where to stay and what to do. Discuss points.

Element 2: Source information on compliance and related issues which impact on the tourism industry Introduce topic. Class Activity – General Discussion Ask general questions: What is compliance? What do you need to ‘comply’ with?

Performance Criteria for this Element are: Identify sources of information on legal issues, and obtain such information Identify sources of information on ethical issues, and obtain such information Identify sources of information on industrial and workplace relations issues, and obtain such information Identify sources of information on current issues of concern for the industry, and obtain such information. Trainer identifies the Performance Criteria for this Element, as listed on the slide.

Legal requirements The importance of complying with legal requirements cannot be strongly emphasised. Failure to meet legally imposed obligations can result in fines (to you and the business) as well as a whole range of penalties including closure of the business. Class Activity – General Discussion What legal requirements do you need to abide by? Where can you find out about legal requirements?

General workplace rights & responsibilities
Employer responsibilities: Complying with occupational health and safety regulations Providing equal and fair services to all people in accordance with Equal Employment Opportunity (EEO) legislation Paying relevant taxes and fees. Class Activity – General Discussion Identify how managers can meet these legal requirements providing examples.

Employer responsibilities: Ensuring appropriate insurance is taken out to cover workers Offering products and services that conform to what is advertised Being a responsible corporate citizen and community member. Class Activity – General Discussion Identify how managers can meet these legal requirements providing examples.

Employee rights: Being paid and working under conditions in-keeping with awards or other employment instruments A workplace that is free from discrimination A safe and secure workplace. Class Activity – General Discussion Identify how managers can meet these legal requirements for their staff providing examples.

Employee responsibilities: Undertaking duties as they apply to their employment category Not acting in a discriminatory manner towards their employer, colleagues or customers Adhering to the regulations set out in Occupational Health and Safety (OHS) laws Representing the best interests of the business. Class Activity – General Discussion Identify how staff members can meet these legal requirements providing examples.

Employee responsibilities: Working to the best of their ability Keeping commercial information in confidence Being responsible and accountable for all money received on behalf of the business Obeying all lawful instructions from management. Class Activity – General Discussion Identify how staff members can meet these legal requirements providing examples.

Legal requirements Laws
Laws are a set of principles, rules and standards established by parliament and enforced by the courts for the regulation of behaviour in society and the protection of members of society and their property. What laws affect you in the workplace? Discuss the question in the slide. Class Activity – Research Get the audience to research different laws they must follow. Give them a range of topics in which to research including: Health and Safety Employment

Legal requirements Consumer protection issues
These traditionally address increasing the responsibility on business to protect the interests of the consumer from unconscionable activities and illegal action. How can you ‘protect’ the consumer? Discuss the question in the slide.

Legal requirements Duty of care
This common law requirement reinforces the responsibility that all employers and businesses have to provide a safe workplace and to take appropriate care and action to make sure that staff, customers and members of the public are not injured while at the place of business. How can you make the workplace safe? Discuss the question in the slide. Class Activity – Questions Are there different activities that must be conducted to ensure staff are safe compared with customers? If so, identify the differences.

Legal requirements Equal Employment Opportunity
EEO legislation ensures people are not victimised or discriminated against of their age, gender, race, disability or sexual preference in the areas of: Employment Provision of products and services What EEO practices can you introduce? Class Activity – Questions Why are EEO practices important? Trainer to get examples of EEO regulations that apply in their country and discuss with audience.

Legal requirements Workplace relations
Existing HR legislation, systems, structures, terms and conditions of employment and instruments of employment are subject to amendment or repeal through the efforts of the government, employer bodies or unions. What are examples of workplace relations? Answer the question in the slide. Get the audience to think of ‘all things’ that relate to employment, regardless of how small they think the issue to be.

Legal requirements Privacy
Obligation on employees not to release confidential information about their customers without their express consent including: Name Address Phone number Buying habits Marital status Methods of payment Purchases. Class Activity – Questions Why is privacy important? How would you feel is a business gave away your personal information?

Finding information on legal requirements
You understand the legal requirements of your position and how to conduct your duties in a legal manner. Update understanding of legal issues by: Asking Human Resources Asking Management Research internet. Class Activity – Questions What information would you seek from each of the avenues identified in this slide?

Ethical requirements Legal vs ethical issues
What is the difference between: Legal requirements Ethical requirements. Whilst ethical issues, may or may not be enforced by laws or regulations, there is a certain 'code' in which all businesses should operate under. Answer question in slide.

Ethical requirements Confidentiality: Details about security
Details about trade Details about purchases made Occurrences within the premises. Details about security – including alarm codes, combinations to safes. Details about trade – amount of revenue generated by bookings. Details about purchases made – including commercial arrangements that the business has been able to negotiate with suppliers/wholesalers/airlines, method of payment used. Occurrences within the premises – incidents where authorities have been involved (such as attendance by police, ambulance, doctors), staff dismissals

Ethical requirements Commission levels:
All commissions should be paid promptly to businesses that direct business to your company and vice versa Only approved commissions should be levied Appropriate documentation should support both the receipt and payment of commissions Negotiated commission levels should not be disclosed to third parties. Class Activity – Questions What are commissions? Why are they used? What is the process of giving commissions?

Ethical requirements Overbooking
Overbooking is a common industry practice Overbooking is a situation where the airline/property accepts bookings for more seats/rooms than are available, based on the history of ‘No Shows’ that they have experienced. What are normal overbooking policies? What happens if ‘everyone’ arrives? Answer the questions in the slide.

Ethical requirements Pricing:
Charging customers for all products and services that they can be legitimately charged for Ensuring that prices quoted to customers are correct and not deliberately and misleadingly lower Keep promises that are made in relation to prices. Discuss points.

Ethical requirements Familiarisations
Promotional activities to make targeted people or businesses more aware of their what they have to offer. They involve inviting a nominated person to fly, stay or tour free of charge to ‘experience’. Class Activity – Questions If you were going to establish familiarisations for your business: What would you include? Who would you invite and why?

Industrial & workplace relations
Industrial and workplace relations explores all the aspects of workplace employment and is designed to protect the rights of: Employers Employees How can we protect employers and employees? Answer the questions in the slide. It is important to think about employers and employees separately.

Recruitment & Retention: Recruitment trends – advertising, recruitment strategies Retention trends – how to keep staff Recognition and motivation Performance measurement and management. Class Activity – Group Discussion For each of the points in the slide, think about tasks you can do as a manager.

Termination of staff: Types of termination Performance measurement and management Processes and steps for issuing warnings Managing redundancy Undertaking redeployment Preventing, investigation and managing unfair dismissal What should be done before transferring employees Exit strategies and pay out provisions. Class Activity – Group Discussion For each of the points in the slide, think about tasks you can do as a manager.

Workplace health and safety This explores the rules and responsibilities of employers and employees: Relevant aspects of OHS on employment law Implementing OHS systems and procedures. Class Activity – Group Discussion For each of the points in the slide, think about tasks you can do as a manager.

Workplace agreements: Types of awards Workplace agreements Individual agreements Changing awards with specific agreements Employing people under agreements that differ to the relevant Award Varying impacts of awards and conditions on industry or occupation. Class Activity – Group Discussion For each of the points in the slide, think about tasks you can do as a manager. The trainer should obtain and discuss different types of awards as applicable in their region or country. There may be more than one award that applies to the industry. Eg separate ones for tourist businesses and hotels.

Workplace agreements: Leave provisions including sick leave, carer’s leave, parental leave and maternity Parental rights and flexible work arrangements Hours of work Job classifications Rates of pay Payment options. Class Activity – Group Discussion For each of the points in the slide, discuss what is normally provided to staff, based on the requirements that apply in the country.

Harassment & Discrimination: Harassment in and out of the workplace The role of managers and supervisors presented with a complaint Setting out liability and risk mitigation measures for employers Relevant issues following any conciliation of claims, vilification and discrimination. Class Activity – Group Discussion What is harassment? What is discrimination? Get the audience to provide examples of each and how they can be handled in the workplace.

Conflict in the workplace: Positive & negative effects of conflict Costs of unresolved conflict Precursors & causes of conflict Styles of conflict & their costs & benefits Conflict & emotions Role of Managers Value of training Benefits of early intervention Alternative Dispute Resolution. Class Activity – Group Discussion What are conflicts that happen in the workplace? Why are they caused? How can you resolve conflicts in the workplace?

Current tourism concerns
Causes for concern: The state of the economy Environmental considerations and concerns Terrorism Customer confidence Eco-tourism Sustainable tourism. Class Activity – Group Discussion Discuss each of the concerns in the slide and provide examples. What can businesses do to combat these concerns? Are there any specific concerns that apply to your country or region that are not identified in this slide. If so, discuss their impact, causes and how they can be handled.

Causes for concern: Sustainable tourism Impact of development in tourism Climate change Visa restrictions & tourism Cultural tourism Weather Technological and legislative changes. Class Activity – Group Discussion Discuss points providing examples. Identify what can be done about them, if anything.

Government initiatives: Creating advertising campaigns to promote certain locations or industry sectors Funding training initiatives in certain trades or roles Encouraging overseas workers Amending or introducing legislation Introducing changes to Industrial Relations legislation Specific government initiatives. Class Activity – Group Discussion What government initiatives exist that are designed to help promote tourism or to help tourism businesses? The trainer may need to access information relating to initiatives the government (local, provincial or national) has introduced as applicable to their country.

Emerging markets: Spa resorts and the emergence of the well-being industry Fast food Recognition of ‘grey power’ and their potential for spending Increase in the growth of ‘action’ holidays Emphasis on domestic travel as opposed to internal travel. Class Activity – Group Discussion What are emerging markets in the tourism industry? What can you do to capture and meet the demands of these emerging markets?

Environmental and social issues: Waste management, recycling of materials and a reduction in energy and resource consumption Noise and air quality Sustainable tourism activities Respect for indigenous lands and cultures Responsible advertising of hospitality products and services. Class Activity – Group Discussion For each of the points in the slide, discuss and provide examples as applicable in your country.

Environmental and social issues: Complying with legislated service requirements (alcohol, gaming, tobacco) to minors Social awareness towards alcohol and gaming problems Ensure discrimination in the provision of hospitality services does not occur Accommodating local concerns into the standard operating procedures Changes or requirements to planning requirements. Class Activity – Group Discussion For each of the points in the slide, discuss and provide examples as applicable in your country.

Labour issues: Pay rates The ability to recruit sufficient and properly trained or experienced staff Working conditions Training Mandatory licensing and certification requirements Superannuation / Insurance Disciplinary and dismissal procedures. Class Activity – Group Discussion For each of the points in the slide, discuss and provide examples as applicable in your country.

Industry expansion or retraction: The business remains in the sector it currently occupies Set new directions, new target markets and revised goals To quit the industry and move into a new industry To invest in additional buildings, plant, stock To recruit new staff or to begin staff reductions To alter the focus of their training programs To change promotional campaigns To vary its products and services To vary prices. Class Activity – Group Discussion Based on the current state of the tourism industry, identify examples of when these avenues should best be explored. If possible, provide examples.

Monitoring issues of concern: Conduct constant internet research Attend all meetings and discuss relevant issues Monitor the media Read journals and on-line subscriptions Talk to supervisors and management Talk to customers. Class Activity – Group Discussion As a manager, what would you do to keep abreast of issues.

Element 3: Use sourced tourism industry information Introduce topic.
Class Activity – General Discussion Ask general questions: In the past two sections we have looked at wide variety of information relating to the tourism industry. Now that you have this information, what can you do with it?

Performance Criteria for this Element are: Share information with colleagues and customers Conduct work activities in accordance with legal requirements and ethical standards Apply industry knowledge and information to the day-to-day operation of the tourism business. Trainer identifies the Performance Criteria for this Element, as listed on the slide.

Share information Sharing information with colleagues and customers:
It is critical for your product knowledge to remain up- to-date and accurate as this will be one of your most powerful selling tools When you have managed to gather updated information, knowledge or skills you must be prepared to share that information. Class Activity – Group Discussion Why is it important to share information? Is the information you give to customers different to that given to colleagues? Provide examples of information you would give to customers? Provide examples of information you would give to colleagues?

Share information Sharing information with colleagues:
One-on-one basis Staff briefings co-workers Prepare a short handout Present it is meetings. Class Activity – Group Discussion What information would you share using each method?

Share information Sharing information with customers:
Verbally providing advice that includes the new information Preparing posters Producing handouts. Class Activity – Group Discussion Provide examples of information you would give to customers? What has been the best way to give information to customers?

Conduct work activities
Ways to ensure you complete your allocated tasks: Work quickly Practice being interrupted Practice tact and diplomacy Take a minute to plan and prioritise Ask for help where required. Class Activity – Group Discussion What do you do to ensure you are able to complete your tasks in a timely manner?

Applying knowledge and information
Incorporating knowledge into everyday practice: Working in accordance with new or revised requirements Using new knowledge to modify personal work practices Updating printed materials Supplying information to customers that incorporates the new knowledge. Discuss points. Thank the audience and deliver assessments as required.

DEVELOP & UPDATE TOURISM INDUSTRY KNOWLEDGE

Similar presentations

Presentation on theme: "DEVELOP & UPDATE TOURISM INDUSTRY KNOWLEDGE"— Presentation transcript:

Similar presentations

About project

Feedback

Log in

Auth with social network:

DEVELOP & UPDATE TOURISM INDUSTRY KNOWLEDGE

Similar presentations

Presentation on theme: "DEVELOP & UPDATE TOURISM INDUSTRY KNOWLEDGE"— Presentation transcript:

Similar presentations

About project

Feedback