THB1104 Introduction to Tourism & Hospitality Week 4: The Scope of Tourism & Hospitality Products & Services1. Overview of the Tourism Product 2. Tourist Attractions and Activities 3. Transportation 4. Accommodation 5. Food and Beverage 6 ‘MICE’ 7. Miscellaneous Products & Services Lecture OutlineTourism Products • Package of utilities and benefits • Traditional view of ‘exchange’ and attributes  Objective/Tangible/Measurable (e.g. hotel features)  Subjective/Intangible/Perceived (e.g. destination image, quality of service)Tourism Products (cont.) • An amalgam of destination elements (goods and services) (Cooper and Hall, 2008, p.28)Kotler’s Approach (2005) • Core product • Facilitating product • Augmented productExpectations versus Experience The Consumer (Needs & Expectations) THE ‘PRODUCT’ e.g. 5 Star Hotel Location /Setting Official Quality Rating Brand Promise Product Knowledge Product’s Marketing Previous Use 3rd Party Endorsement Initial Quality AssessmentExpectations versus Experience Cleanliness Product Utilisation Condition Facilities The “Product” Service AmbienceTOURIST ATTRACTION  “A specific or generic feature of a destination that attracts tourists (visitors)” (Weaver & Lawton, 2014, p.151)  A tourist attraction is a place of interest where tourists visit  Typically for its inherent or exhibited natural or cultural value, historical significance, natural or built beauty, offering leisure, adventure or amusement opportunities.  Encompasses a wide range of tangible and intangible aspects Attractions: OverviewTOURIST TRAP  A tourist trap is an establishment, or group of establishments, that has been created or re-designed with the aim of attracting tourists and their money.  A popular example is ‘Australia’s Big Things’ which are a set of large structures, some of which are novelty architecture or interesting sculptures, on major transit routes throughout Australia that include the Big Banana, Big Prawn & Big Pineapple https://maps.google.com.au/maps/ms?msa=0&msid=104258706751029732139.00000111022f2 18d3aa45 https://www.youtube.com/watch?v=3ODFmpp_NiY  Tourist traps will typically provide services, entertainment, souvenirs and other products for tourists to purchase. Attractions: Overview10 Tourist Attractions https://www.youtube.com/watch?v=wz1VwiXTAKM Weaver & Lawton, 2014, p.11911 Tourist Attractions Images12 Tourist Attractions Attraction Attributes Weaver & Lawton, 2010, p.13713 The Tourism Product Transportation Air Transport scheduled/charter airlines, private jet Road - coaches, caravans  https://www.youtube.com/watch?v=qWPXJGDoOAk Rail passenger, tourist Water - cruise ships, ferries https://www.youtube.com/watch?v=LWHTmrEAp7Q/14 The Tourism Product Accommodation Hotels (Walker, 2010, ch.3) Luxury (Burj-Al-Arab) Full-Service (Major Chains) Resorts (Club Med) Convention (Major Chains) Airport (Chains) Casino (Crown) Boutique (Alto, Olsen) Budget (Choice, Quality)  https://www.youtube.com/watch?v=jTpp84UBBGI15 The Tourism Product Accommodation Motels Serviced Apartments Time Share Guest Houses Bed & Breakfasts Hostels Caravan/Camping Hospitals/Aged Care16 The Tourism Product Unusual Accommodation Ice Hotel in Swedish Lapland  https://www.youtube.com/watch?v=eUiR7fhIIBI Capsule Hotels in Japan  https://www.youtube.com/watch?v=S-_i3-ZDueEAccommodation Choice: Key Factors  Destination/location: what is available at the destination/what choices are there  Purpose of travel  Star ratings  Types of services available does this suit the guests needs: business facilities, family orientation, choice of dining experiences, accessibility to other facilities/attractions/infrastructure at the destination  Cost: how much can guest afford/how much do they want to spend  Standard or quality: how important is the standard/what standard or quality of accommodation is available at the destination  Availability: what accommodation is available for the required dates  Length of stay: how long does guest want to stay/relative to cost• UK – NQAS (National Quality Assessment Scheme) (www.qualityintourism.com/asp/main.asp) • Australia – AAA Tourism Star Rating (http://www.starratings.com.au/) • NZ – “Qualmark” Scheme (www.qualmark.co.nz) Accommodation Rating Schemes • Each property within the Australian STAR Rating Scheme is assessed in accordance with a wide set of Standards which cover major areas such as: i. Facilities & Services ii. Cleanliness iii. Quality & Condition  These Standards cover a number of areas which directly impact the customer service experience, such as room service but do not cover such matters as staff attitude or behaviour STAR Rating SystemStar Rating Schemes • Assist potential consumers in assessing a product’s quality before purchase • Assesses facilities, amenities, maintenance, cleanliness, décor (normally 1 to 5 stars) – mainly objective criteria • Variations in criteria between different types of accommodation • Most schemes are facilities only – some are facilities and service • Most are government run, some are industry driven (motoring organisations) • Strong consumer recognition of star rating schemes (Guillet & Law 2010)Star Rating Issues • No common international standards – crosscultural differences also arise in expectations and standards • Standards may vary between facilities and quality of service • Verification and inspections depend on resourcing and may be subject to abuse • International tour operators and review sites may provide more accurate ratings (across countries) based on customer feedback and their own assessmentsFood & Beverage Product FOOD BUSINESS  ‘Fine Dining’: Restaurants & Catering Organisations  https://www.youtube.com/watch?v=8eMzxjBIUUk  ‘Casual Dining’: Restaurants & Catering Organisations, Conference Centres, Café’s, Deli’s & Coffee Shops, Pubs, Bars & Lounges, Theatre Themed Restaurants: https://www.youtube.com/watch?v=dmkSK93lRWo  ‘Fast Food’: Fast Food Outlets & Food Trucks, Retail Centres, Barbecue & Picnic Facilities https://www.youtube.com/watch?v=qjDYd2gxzT4  ‘Non For Profit’: Hospitals, Meals on Wheels BEVERAGE BUSINESS  ‘Wholesaler’: Breweries, Distilleries & Wineries  ‘Formal’: Bars & Lounges, Night Clubs  ‘Casual’: Pubs, Bars & Lounges Karaoke & Cabaret Venues, Cafes, Night Clubs & Institute Facilities e.g. Sporting ClubsFood & Beverage Service Issues  Customer service – service needs to match expectations  Response times – vary according to the setting  Product quality – expectations are generally linked to price  Presentation standards – also linked to price and setting  Complaint management – vary significantly so different scenarios and a problem-solving approach is requiredThe ‘MICE’ Sector:  Meetings, incentives, conferences/conventions and exhibitions (MICE) are short term events are of great economic significance to tourism  https://www.youtube.com/watch?v=MU-HC4A1s6U  Types of Events include: i. Mega Events ii. Hallmark Events iii. Special Events iv. Arts Events v. Event Tourism vi. Cultural Events vii.Trade Events  Meetings and conventions cover associations and the corporate market25 The Tourism Product Miscellaneous Products and Services Guidebooks Visitor Information Retail – souvenirs  www.youtube.com/watch?v=QaDxjZ8e0rMReferences • Cooper, C. & Hall, C.M. (2013). Contemporary tourism: An international perspective. (2nd ed.). Oxford: Goodfellow Publishers. • Guillet, B and Law, R. (2010). “Analyzing hotel star ratings on third party distribution websites”. International Journal of Contemporary Hospitality Management, 22(6): 797-813 • Kotler, P., Makens, J. C. And Bowen, J. T. (2005) Marketing for Hospitality and Tourism (4th ed.) Prentice Hall. • Walker, J.R. (2010). Introduction to hospitality management (3rd ed.). Upper Saddle River, New Jersey: Pearson Prentice Hall. • Weaver, D. & Lawton, L. (2014). Tourism management (5th ed.). Milton, Queensland: John Wiley & Sons Australia.