旅行社管理-讲义.docx

SECTIOn3(补充内容)1、Whatarethedifferencesbetweentravelagentsandtourwholesalersandtouroperators?TravelagentsretailersTourwholesalerssellproductsthroughretailersTouroperators-selldirectlytopublicandindirectlythroughwholesalersorretailers.Theymayhavetheirownsuppliers.2、SpecialtychannelersTheincentiveormotivationtravelcompanyMotorcoachbroker/touroperatorsMeetingandconventionplannersDestinationplannersJunketrepresentativesNationaltourismofficers3、Thedistributionrouthsone-stagedistributionsystem:SUPPIierSfTouristsAdvantages：SimplicityAdditionalsalesopportunitiesFlexibilityGreaterprofitabilitytosuppliersPersonalcontroloverthesaleManagementofkeyaccountsTwo-stagedistributionsystem:SuppliersIntermediariesTouristsAdvantages：ProfessionalassistanceMultipleoptionsFreeorlowcostassistanceCumulativegrouppower(bargingpower)Single-chargebillingOut-of-townassistanceCreditandassistancetosuppliersOffseasonpromotion(3) three-stagedistributionsystemSuppliersSpecialtychannelersretailers-touristsAdvantages:Theadditionalbenefitscomefromtravelservicesbeingpurchasedinlargequantitiesatdiscountedpricesbywholesalerfour-stagedistributionsystem-SuppliersfWholesalerorTouroperators-Travelagents-SpecialtychannelersTouristsAdvantages:CustomizationExampleSECTION4(补充内容)工、Resourcesofincome Themajorityofincomefortravelagentiscommissionpaidbysuppliers Veryfewagentsgetrevenuefromsellingtravel-relatedproductsandservices,（e.g.Iuggageiinsurance,traveler'schecks） ExamplesintheUS:Theairline:90%ofairlinesalesaremadethroughtravelagents.Thehotek25%ofallhotelroomsarereservedthroughtravelagents.2、TheOganizationalstructure（只要求掌握最根本的模型，适用于中小型企业）SmallsizetravelagentsSmalltravelagentsTheevolvementoforganisationstructureStage1（3positions）Stage2（4positins）Manager即将stage的sales和operationl!1分开，各成一个部门，其余不变SalesZOperationAccountingStage3（6position）ManagerIIFIIOperationFinancialCommercialLeisureAgencygroupsSECTION5Puttingthepackagetogether（书上内容）工、Contractingaccommodation三种跟饭店签合同的类型CommitmentAllocationAdhocrooms2、Charterairline（包机）andNofreeairline（廉价航空）各提供什么效劳？Charterairline:Time-serieschartersPartchartersAdhoccharteringNofrillairline:（网上找的）Thatusescharterand/orscheduledflightstoofferbargain-basementfares.Budgetairlinesusuallylandatandtakeofffromsecondaryairports,donotprovideinflightmealsorrefreshments,andmaynotevenoffernumberedsealallocation.Theirticketpricesarefixed,andnon-refundableincaseofacancellationorno-show.Alsocalledno-frillsairline.3、FourWaystoassessthequalityofprogrammeOnewaytoassessthequalityofaprogrammeisbytheresponsestothecustomerquestionnairesmostoperatorshandout,whichaskquestionsabouteverythingfromtheserviceinthehoteltothesmilinessoftherep.Twowayisbythenumberofcomplaintsreceived.Threewayisbyfeedbackfromtheirownstaffintheresortsalthoughthisisaveryhitandmissapproach.Fourwayisbytheexternaljudgement.4、WaystomaintainproductqualityP69-73hotelgradingsystemsfire,safetyandhygienestandardsoverseasSECTION6Preparingthebrochure（书上内容）工、做一个brochure里面要包含哪些内容？ContentofthebrochureInformationcontained16importantpointslistedonP114Governmenta!/statutorylicensingauthority（政府/法定营业执照）1.egalidentity（合同身份）Menasoftravel（旅行方式）Destinationand/oritinerary（目的地线路）Datezplaceandtimeofdepartureandreturn（离开返回的日期地点时间）Nature of accommodation andAdditional facilities （附加设施）Insurance details （保险细节）Health matters （健康问题）Building works （施工工程）the meal facilities （食宿设施和特点）Booking conditions （报名条件）Price policy （价格政策）Arbitration （仲裁） Noise （噪音）Publication date （出版日期）Delaysatpointofdeparture（出发延误）ThefrontcoverCompanynamePeriodofvalidityTheedition3essentialfeatures:a'lead-inpriceanynosurcharge额外费guarantee、anyotheroutstandingfeatures TheopeningpageIntroductorypageorparagraphhighlightingsaleablefeaturesOtherimportantmessages ThebodyofthebrochureIngeographicalorderDetailedholidaysPagedesignThebackofthebrochure6pointsincludedA、astepbystepguidetomakingabookingB、informationaboutwhatzsincludedinthepricesandwhat'se×culdedC>dataaboutthetypesofaircraftusedD、informationaboutwhentheexchangerateusedforpuicingholidayswasfixedE、 detailsoftheinsurancepolicyofferedandofitspremiumsF、 a'FairTradingAgreement'statement,settingoutclients'fightsandthoseofthetouroperator. Thebookingformlnformationincluded PricingpolicyandthetextandthephotographsImportantpricingissues ThetextThephotographsAdvertising2、Seniorcitizenholidays(P108)我也不清楚要怎么考的内容，自己看Aspeoplearelivingandstayinghealthierlonger,someoperatorsarealsointerestedinofferingproductsaimedat4seniorcitizens9,variousythoughtofasover-55s,over-6Osorevenover-65s.Aparticularfeatureofsuchbrochuresisthelong-stayholiday,lastinguptothreemonthsandenablingpeopletostayawayallwinter.Butmostoperatorsfeatureamixofsunandsandresortsandtouringholidayswithplentyofchancetowalkandsightsee.3、All-inclusiveholidays(PlOO)不清楚怎么考，需要自己看一下此局部内容Therearesomeplacesintheworldtowhichtouroperatorsofferall-inclusiveholidays,withthebrochurepricecoveringallmeals,drinks,entertain-ment,sportsandtips.All-inclusiveholidaysmakeitpossiblefortouriststospendtheirentirestayintheirhotelcomplexwithouteverventuringoutside9perfectforthosewhoarewaryofgettingtogripswithadifferentculture.Arguably9Suchholidaysalsodoleastdamagetoindigenousculturesbyputtinganeffectivecordonsanitairearoundthetouriststokeepthemapartfromlocalpeople.SECTION 6 Operationofgrouptour(补充内容)工、领队需要做什么工作？这个我真不确定不知道是AgreementS这里还是Management这里。2、报价的几种方式？Inquiry,quotationandofferQuotation:Priceinformationsentautomaticallytoclienteleswhohavenotvisitforaperiodoftime.Offer:ThereplytotheinquiryfromcustomerswhohavegotthequotationThevalidityandconfirmationThepriceofferwillbeinvalidateifitisnotconfirmedbytheoffersWaysofpriceoffer:（需要自己理解下）i5+25+30+2SECTION 7 Marketingintravelagents（补充内容）工、STPTheorySegmentation,Targeting,PositioningMarketSegmentatiOnClassifyingcustomersbycertaincriteriademographic,cultural,physicalzetc.ExamplesClassifyingvariouscustomersbytheirvariousexpectationfromthetourwholesalersSpecialtourzonceonlyinlife.IndependentanddependentconsumersGeographicsegmentationTargetingMatchtheresultsofsegmentationwiththeirownabilityExampleuEastexpressofsilkroadz,packagedbyChinaHuayuantravelagentEnvironmentalanalysisforstrategyPESTmodelMacroenvironment5-F0rcemodelMicroenvironmentPESTmodelP-PoliticalfactorsE-EconomicfactorsS-sociaculturalfactorsT-Technologicalfactors5-f0rcemodelTreatsofnewentrantsBargainpowerofsuppliersSubstitationsBargainpowerofconsumersIndustrialcompetitionMarketPOSitiOningTheproduct-positioningmapMasstourSeashoreCulturaltourSpecialtour2、飞机票价路线的计算Calculationofticketprice method-RoutingMapsknowingthevariousticketprices,selectingtheticketmeetingyourexpectation,settingdowntheroutingmapPrinciplesintravelproductdesigning method2MaximumMileage MaximumMileageequalstotheshortestdistance(SectorMileage)betweentwoplacesplus20%determinetheticketpricebycomparingthesectormileagewiththemaximummileage(MM)ExamplefromBtoDtoFtoGZthesumofsectormileagebetweencities=389+537+297+251=1474；MM=I304*1.2=1564theformerissmallerthantheIatterznoadditionalchargewillbeappliedifcustomershavesomeshortstaysinplacesFzDzEThetouroperationsproductTransportAirShipRailCoachCarAccomodationHotelsVillasandapartmentsTransferOtherComponnentsAncillaryservices(P.9)TouroperatorAtouroperatorsapersonorcompanywhopurchasesthedifferentitemsthatmakeupaninclusiveholidayinbulk,combinesthemtogethertoproducepackageholidaysandthensellsthefinalproductstopubliceitherdirectlyorthroughtravelangencies.Travelagency（旅游市场营销那的定义）Theretailtravelagentisprimarilyinbusinesstoadviseandsellarangeofholidaysandothertourismofferingstopotentialandexistingcustomers.Theydonotgaintitletotheservicesofferedandhencetheuseofthetermagent.IncomingtourOPeratorS(地接社)Incoming(orinbound)touroperatorsdifferfromdomesticoperatorsinthattheyhandlearrangementsinsideacountryfortouristscomingfromelsewhere.地接社的效劳Atimeetandgreet“serviceforpeoplearrivingatairportsorotherterminiNegotiatingwithcoachcompaniesandhoteliersOrganisingexcursionsSpecialistservices,e.g.cateringfortheneedsoftheUK“sJapanesevisitorsINTRODUCTIONTOTHEBUSINESSOFTOUROPERATION1、WhytouroperatorsexistnITanditsinfluences(Disintermidiation)StandinginthemiddlebetweencustomersandsupliersnValueadded2、ThetouroperationsproductnTransportnAirShipRailnCoachCarAccomodationHotelsVillasandapartmentsTransferOtherComponnentsAncillaryservices(P.9)3、FeathuresofthetouroperationproductnlntangibileDiscretionary随意的HeterogenousPerishable易坏的Inseparability4、TheframeworkoftraveldistributionsystemThetravelintermediariesThedistributionroutes5、Thetravelintermediaries,Travelagencies(retailersandwholesalers)TouroperatorsSpecialtychannelersTravelagentsWholesalerRetailer6、Whatarethedifferencesbetweentravelagentsandtourwholesalersandtouroperators?Travel agentsretailersTour wholesalerssellproductsthroughretailersTouroperatorsselldirectlytopublicandindirectlythroughwholesalersorretailers.Theymayhavetheirownsuppliers7、SpecialtychannelersTheincentiveormotivationtravelcompanyMotorcoach公共汽车broker经纪人/touroperatorsMeetingandconventionplannersDestinationplannersJunket野餐、郊游representativesNationaltourismofficers8、Thedistributionrouts(I)One-StagedistributionsystemTouristsSuppliersAdvantages：SimplicityAdditionalsalesopportunitiesFlexibilityGreaterprotabilitytosuppliersPersonalcontroloverthesaleManagementofkeyaccounts(2)Two-stagedistributionsystemSuppliersIntermediariesTouristsAdvantages：ProfessionalassistanceMultiple扩大optionsFreeorlowcostassistanceCumulativegrouppower(bargingpower)Single-chargebillingOut-of-town夕卜地的assistanceCredit信用andassistancetosuppliersOffseason淡季promotion(3)Three-stagedistributionsystemSuppliersretailerstouristsAdvantages：Theadditionalbenefitscomefromtravelservicesbeingpurchasedin1argequantitiesatdiscountedpricesbywholesalers(4)Four-stagedistributionsystemAdvantages：customization定制化example9、ResourcesofincomeIThemajorityofincomefortravelagentiscommissionpaidbysuppliersIVeryfewagentsgetrevenuefromsellingtravel-relatedproductsandservices,(e.g.1uggage,insurance,traveler,schecks)10、Theevolvementoforganisationstructure(I)SmalltravelagentsStage1(3positions)Stage2(4positions)Stage3(6positions)Stage4(8positions)Stage5(Fullcomputerisation)(2)Tourwholesalersmorecomplicatedandstrategy-orientedorganisation11、Theback-stagemanagement后台管理departmentsMarketing&salesdepartmentsOperationdepartmentsIndependentcompaniesJointventure合资企业&joint-stockcompaniesDistinctivedepartments12、!Financialdepartment1：accounting,tellering,statistics,finance!Financialdepartment2：IssuingtravelerscheckTravelinsuranceservicesTicketingShop-floorinquiringservices13、SightseeingdepartmentsITourguideservices1Arrangementofaccommodationandboarding!ArrangementoftransportationOtherservicesrelatedtodomestictravels14、Puttingthepackagetogether0Planningaprogrammeofpackageholidays0Contracting0Creatingandmaintainingaqualityproduct0Theplanningshouldstartbetween12-18monthsbeforethefirstexpecteddeparturetoallowtimeforcontracting,productionofthebrochureandmarketingpushes0Decidingontheproduct0Ondestinations0Decidingontheproductmix0Onelementsdecision0Marketingresearchandforecasting15、Contracting!ContractingaccommodationAllocationAdhocrooms特设专房eCommitment!ContractingflightseatsAirlineownershipScheduledflightsCharterflightsNofrillairline3Chartering包租cruiseshipsContractinghirecares,ETCTheroleofgroundhandlingagentsExcursionsandexamples16、FourWaystoassessthequalityofprogramme(P69)17、Contentofthebrochure,ThebookingformPricingpolicyandthetextandthephotographsAdvertising,16importantpointslistedonPl14Thefrontcover3essentialfeatures：CompanynamePeriodofvalidityTheeditionTheopeningpage：Introductorypageorparagraphhighlightingsaleablefeatures,OtherimportantmessagesThebodyofthebrochure：DetailedholidaysIngeographicalorderPagedesignThebackofthebrochure：6pointsincludedThebookingform：InformationincludedPricingpolicy：ImportantpricingissuesThetextandphotographs：ThetextThephotographsAdvertising1.egalpositionandmoralposition：LegalpositionmoralpositionBrochureproduction：CreativebriefOneormore?ConversionratiosBrochuredistribution：,HowtoreachtravelagenciesOthermailingAlternativestothebrochure18、OperationofGroupToufStage1PreparationStage2MarketingStage3ManagementStage1Preparation：Marketresearch"''DeterminationofgroundservicesandtransportationPricesettingBrochureMarketresearch：Primarydataandsecondarydata"Informationabouttourists(records,trends)PotentialofthedestinationAbilityoftheirown"Draftdesignofthetravelroute(thebasicrequirementsinthetravelprocess)Theresearchshouldbetaken14to18monthsbeforethedeparturedayofthenewpackagetourStage2MarketingJOmonthsbeforedepartureIssuingbrochures'OtheradvertisementsIssuingbrochure"Comparisonbetweenthenumberofbrochuresissuedandreservationsgot,RankthetravelagentsbythenumberofreservationsanddeterminehowmuchsupportshouldbegiventothetravelagentsPick-uporaskforOtheradvertisements："Magazineandnewspaper"TV,Radio"PostsStage3Management：halfanyearbeforedepartureTourplanandreservationsystemanddocumentsprocessingsystem"After-tourReportsfromthetourleaderQuestionnairesandwelcome-backlettersFinalisingthepaymentsFilingcustomers19、3kindsofagreementsbetweentravelagentsandhotels-Long-timeagreementsAgreementsforgroupconsumers'Agreementsforindividualconsumers1.ong-timeagreements：Intheseagreements,thetravelwholesalerrentstheroomsofahotelseasonallyorannuallyandpassestotravelagentswhowillthensellthemtothefina1consumers."Example：quotedroomratebythehotel$150priceacquiredbywholesaler$90quotedpriceinthebrochure$130Commissionfortravelagents10%20Methodsofmakingreservation：1.Directreservationbyphone,mailorfax2. bookingviathereservationofficesofhotelchain3. Bookingviahotelrepresentatives4. Bookingviaforeignreceivingwholesalers21、Agreementsforgroupconsumers"KeyIssuesintheagreements1.ocationMatchothercustomersinthehotelSuitabilitytoaccommodategroupLobbyDinningservices1.uggageParkingarea22s,IntemationalconventionsforthoseagreementsregulatedbyIHA&UFTAA(60items)someexamples：CancellationofreservationMorethan50%,21.Less,14Reservationfee：OffseasonInightroomrateincludedinningPeakseason3nights23、Airlines'Someairlinesmaypayinadvancetohelptravelagencytopromoteorcontributeaportioninpromotionfee."Besidestheordinarycommission,airlinesmayofferadditionalcommissiontomotivatetravelagentsinsellinghigh-priceservices.24、Groundservices“Keyissuestobeconsidered：priceandservicequalitytheefficiency,theresponsivenessservicesoftourguidereputationandcoordinationinincidents25、Pri