buying & selling in tourism
DESCRIPTION
A broad based overview on buying and selling in the tourism industryTRANSCRIPT
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Reception Services - SellingSupporting website
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Selling & Service
The Big picture? Who are the players?What are their needs?
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The Big Picture
Tourism is the largest industry in the world, it touches on an almost endless number of things in people’s lives. It has social, economic, cultural and
psychological significance. It plays a role in contemporary society and by
extension – through your own travel - it plays a role in your life.
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The Big Picture
Lets look at the term “selling or sales…”
•What does it mean to you?
• Take 5 minutes to write a definition for both selling or sales
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• Selling can be more complex than just completing a purchase
• Within the tourism industry its more about helping people make the best buying decision by focusing upon their needs ie. • which cruise to take?• which tour – guided or independent?• how best to get to a destination?
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• take 5 minutes to explore a good definition for service
• Think of an example of good and bad service you have experienced recently
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• Service• according to Turban et al, 2002
“Customer Service is a series of activities designed to enhance the level of customer satisfaction – that is, the feeling that a product or service has met the customer expectation” – wikipedia
• The way a person and/or company interacts with and treats its customers
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• Service moments in the tourism industry• A hotel front-desk person welcomes you by
name• A smiling flight attendant asks you if you
would like a pillow• A stateroom steward on a cruise ship turns
down you bed while you are at dinner• An employee at a tourist bureau answers
the phone as soon as it rings• A theme park employee gives directions to
a ride
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Who are the players?
• The client – who can also be known as:• the purchaser• the customer• the consumer• the buyer
• Or in tourism terms:• the guest• the passenger or pax• the visitor
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Who are the players?
• The seller – who is often known as:• the salesperson• or company
• Or in tourism terms:• the wholesaler• the travel agent• the tour guide• the tour operator
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Who are the players?
• Tourists• Who are they and why do they
travel?
• The World Tourism Organisation defines tourism as: …the activities of persons travelling to and staying in places outside their usual environment……..
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Who are the players?• Why people travel?
• To experience the beautiful• Pleasure from interacting with people/family
in other countries and gaining a sense of fellowship and community from them
• To satisfy curiosity and gain information about the world
• People are naturally curious • Even short duration visits can provide insight
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Who are the players?
• Why do people travel
• To participate in history• Important sporting events eg. Olympics• Visit sites where famous people lived
• As outlets for hidden or socially unacceptable drives
• The sex industry
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Who are the players?
• Why do people travel
• To gain an identity• experiences• knowledge• growth• you may not find out who you are but you
could discover who or what you are not
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What are their needs?
• To be successful in selling you must understand your clients:
• Wants• Needs• Desires
(the basis of marketing)
• Selling is one step in the much broader phenomenon that marketing represents
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References
• www.world-tourism.org
• Berger. Arthur ASA. (2004) Deconstructing travel – Cultural Perspectives on Tourism. Alta Mira Press, Rowman & Littlefield Publishers, Inc, California, USA.
• Mancini, Marc. (2003). Connecting with Customers – How to Sell, Service, And Market the Travel Product. Prentice Hall, New Jersey.