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Cambridge IGCSE Travel and Tourism
Source: http://www.trafalgar.com/
Fig. 1.4
Internet based travel agency
The role of tour operators The tourism industry is well known for its ‘packaging’ of tourism products together into a tour or holiday. A tour operator typically combines tour and travel components to create a package holiday. The most common example of a tour operator’s product would be a flight on a charter airline plus a transfer from the airport to a hotel and the services of a local representative, all for the one inclusive price. Many tourists find buying a package tour a very convenient, economical and secure way to travel. Packaging is the process of combining a number of inter-related tourism products and services that, together, offer a comprehensive experience for travellers. They are brought together into a convenient single product at a lower price than if they were bought separately. Packages can be and often are designed to appeal to a specific target market. The best packages offer unique, appealing experience or series of experiences to travellers, at good value. Fig. 1.3 clearly indicates that some tour operators act as wholesalers and sell their tours through retail travel agents. Others sell directly to the customer, sometimes just over the internet (see Fig. 1.4). In order for tour operators to be able to stay in business and remain profitable it is important that they are able to do the following: Identify and then meet consumers’ needs, requests and expectations; Assemble tourism products from different providers according to customer requirements; Provide a co-ordinated and seamless travel experience; Reduce prices by negotiating and pre-purchasing tourism products in bulk; Issue and deliver travel documentation, i.e., ticketing, vouchers, etc.; Assess and monitor the quality of facilities and products; Reduce the perceived risks for consumers; Provide appropriate information by using leaflets, maps, brochures, videos, CDs etc.; Undertake pre and post experience marketing research; Promotion of particular products or packages, in co-operation with suppliers; Complaint handling for both customers and industry partners.
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