旅行社管理-讲义.docx

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1、SECTIOn3(补充内容)1、Whatarethedifferencesbetweentravelagentsandtourwholesalersandtouroperators?TravelagentsretailersTourwholesalerssellproductsthroughretailersTouroperators-selldirectlytopublicandindirectlythroughwholesalersorretailers.Theymayhavetheirownsuppliers.2、SpecialtychannelersTheincentiveormoti

2、vationtravelcompanyMotorcoachbroker/touroperatorsMeetingandconventionplannersDestinationplannersJunketrepresentativesNationaltourismofficers3、Thedistributionrouthsone-stagedistributionsystem:SUPPIierSfTouristsAdvantages：SimplicityAdditionalsalesopportunitiesFlexibilityGreaterprofitabilitytosuppliers

3、PersonalcontroloverthesaleManagementofkeyaccountsTwo-stagedistributionsystem:SuppliersIntermediariesTouristsAdvantages：ProfessionalassistanceMultipleoptionsFreeorlowcostassistanceCumulativegrouppower(bargingpower)Single-chargebillingOut-of-townassistanceCreditandassistancetosuppliersOffseasonpromoti

4、on(3) three-stagedistributionsystemSuppliersSpecialtychannelersretailers-touristsAdvantages:Theadditionalbenefitscomefromtravelservicesbeingpurchasedinlargequantitiesatdiscountedpricesbywholesalerfour-stagedistributionsystem-SuppliersfWholesalerorTouroperators-Travelagents-SpecialtychannelersTourist

5、sAdvantages:CustomizationExampleSECTION4(补充内容)工、Resourcesofincome Themajorityofincomefortravelagentiscommissionpaidbysuppliers Veryfewagentsgetrevenuefromsellingtravel-relatedproductsandservices,（e.g.Iuggageiinsurance,travelerschecks） ExamplesintheUS:Theairline:90%ofairlinesalesaremadethroughtravela

6、gents.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（

7、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

8、:（网上找的）Thatusescharterand/orscheduledflightstoofferbargain-basementfares.Budgetairlinesusuallylandatandtakeofffromsecondaryairports,donotprovideinflightmealsorrefreshments,andmaynotevenoffernumberedsealallocation.Theirticketpricesarefixed,andnon-refundableincaseofacancellationorno-show.Alsocalledno-

9、frillsairline.3、FourWaystoassessthequalityofprogrammeOnewaytoassessthequalityofaprogrammeisbytheresponsestothecustomerquestionnairesmostoperatorshandout,whichaskquestionsabouteverythingfromtheserviceinthehoteltothesmilinessoftherep.Twowayisbythenumberofcomplaintsreceived.Threewayisbyfeedbackfromthei

10、rownstaffintheresortsalthoughthisisaveryhitandmissapproach.Fourwayisbytheexternaljudgement.4、WaystomaintainproductqualityP69-73hotelgradingsystemsfire,safetyandhygienestandardsoverseasSECTION6Preparingthebrochure（书上内容）工、做一个brochure里面要包含哪些内容？ContentofthebrochureInformationcontained16importantpointsli

11、stedonP114Governmenta!/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

12、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:alead-inpriceanynosurcharge额外费guarantee、anyotheroutstandingfeatures Theope

13、ningpageIntroductorypageorparagraphhighlightingsaleablefeaturesOtherimportantmessages ThebodyofthebrochureIngeographicalorderDetailedholidaysPagedesignThebackofthebrochure6pointsincludedA、astepbystepguidetomakingabookingB、informationaboutwhatzsincludedinthepricesandwhatseculdedCdataaboutthetypesofai

14、rcraftusedD、informationaboutwhentheexchangerateusedforpuicingholidayswasfixedE、 detailsoftheinsurancepolicyofferedandofitspremiumsF、 aFairTradingAgreementstatement,settingoutclientsfightsandthoseofthetouroperator. Thebookingformlnformationincluded PricingpolicyandthetextandthephotographsImportantpri

15、cingissues 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-sta

16、yholiday,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,withthebr

17、ochurepricecoveringallmeals,drinks,entertain-ment,sportsandtips.All-inclusiveholidaysmakeitpossiblefortouriststospendtheirentirestayintheirhotelcomplexwithouteverventuringoutside9perfectforthosewhoarewaryofgettingtogripswithadifferentculture.Arguably9Suchholidaysalsodoleastdamagetoindigenouscultures

18、byputtinganeffectivecordonsanitairearoundthetouriststokeepthemapartfromlocalpeople.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:The

19、replytotheinquiryfromcustomerswhohavegotthequotationThevalidityandconfirmationThepriceofferwillbeinvalidateifitisnotconfirmedbytheoffersWaysofpriceoffer:（需要自己理解下）i5+25+30+2SECTION 7 Marketingintravelagents（补充内容）工、STPTheorySegmentation,Targeting,PositioningMarketSegmentatiOnClassifyingcustomersbycert

20、aincriteriademographic,cultural,physicalzetc.ExamplesClassifyingvariouscustomersbytheirvariousexpectationfromthetourwholesalersSpecialtourzonceonlyinlife.IndependentanddependentconsumersGeographicsegmentationTargetingMatchtheresultsofsegmentationwiththeirownabilityExampleuEastexpressofsilkroadz,pack

21、agedbyChinaHuayuantravelagentEnvironmentalanalysisforstrategyPESTmodelMacroenvironment5-F0rcemodelMicroenvironmentPESTmodelP-PoliticalfactorsE-EconomicfactorsS-sociaculturalfactorsT-Technologicalfactors5-f0rcemodelTreatsofnewentrantsBargainpowerofsuppliersSubstitationsBargainpowerofconsumersIndustri

22、alcompetitionMarketPOSitiOningTheproduct-positioningmapMasstourSeashoreCulturaltourSpecialtour2、飞机票价路线的计算Calculationofticketprice method-RoutingMapsknowingthevariousticketprices,selectingtheticketmeetingyourexpectation,settingdowntheroutingmapPrinciplesintravelproductdesigning method2MaximumMileage

23、MaximumMileageequalstotheshortestdistance(SectorMileage)betweentwoplacesplus20%determinetheticketpricebycomparingthesectormileagewiththemaximummileage(MM)ExamplefromBtoDtoFtoGZthesumofsectormileagebetweencities=389+537+297+251=1474；MM=I304*1.2=1564theformerissmallerthantheIatterznoadditionalchargewi

24、llbeappliedifcustomershavesomeshortstaysinplacesFzDzEThetouroperationsproductTransportAirShipRailCoachCarAccomodationHotelsVillasandapartmentsTransferOtherComponnentsAncillaryservices(P.9)TouroperatorAtouroperatorsapersonorcompanywhopurchasesthedifferentitemsthatmakeupaninclusiveholidayinbulk,combin

25、esthemtogethertoproducepackageholidaysandthensellsthefinalproductstopubliceitherdirectlyorthroughtravelangencies.Travelagency（旅游市场营销那的定义）Theretailtravelagentisprimarilyinbusinesstoadviseandsellarangeofholidaysandothertourismofferingstopotentialandexistingcustomers.Theydonotgaintitletotheservicesoffe

26、redandhencetheuseofthetermagent.IncomingtourOPeratorS(地接社)Incoming(orinbound)touroperatorsdifferfromdomesticoperatorsinthattheyhandlearrangementsinsideacountryfortouristscomingfromelsewhere.地接社的效劳Atimeetandgreet“serviceforpeoplearrivingatairportsorotherterminiNegotiatingwithcoachcompaniesandhotelier

27、sOrganisingexcursionsSpecialistservices,e.g.cateringfortheneedsoftheUK“sJapanesevisitorsINTRODUCTIONTOTHEBUSINESSOFTOUROPERATION1、WhytouroperatorsexistnITanditsinfluences(Disintermidiation)StandinginthemiddlebetweencustomersandsupliersnValueadded2、ThetouroperationsproductnTransportnAirShipRailnCoach

28、CarAccomodationHotelsVillasandapartmentsTransferOtherComponnentsAncillaryservices(P.9)3、FeathuresofthetouroperationproductnlntangibileDiscretionary随意的HeterogenousPerishable易坏的Inseparability4、TheframeworkoftraveldistributionsystemThetravelintermediariesThedistributionroutes5、Thetravelintermediaries,T

29、ravelagencies(retailersandwholesalers)TouroperatorsSpecialtychannelersTravelagentsWholesalerRetailer6、Whatarethedifferencesbetweentravelagentsandtourwholesalersandtouroperators?Travel agentsretailersTour wholesalerssellproductsthroughretailersTouroperatorsselldirectlytopublicandindirectlythroughwhol

30、esalersorretailers.Theymayhavetheirownsuppliers7、SpecialtychannelersTheincentiveormotivationtravelcompanyMotorcoach公共汽车broker经纪人/touroperatorsMeetingandconventionplannersDestinationplannersJunket野餐、郊游representativesNationaltourismofficers8、Thedistributionrouts(I)One-StagedistributionsystemTouristsSu

31、ppliersAdvantages：SimplicityAdditionalsalesopportunitiesFlexibilityGreaterprotabilitytosuppliersPersonalcontroloverthesaleManagementofkeyaccounts(2)Two-stagedistributionsystemSuppliersIntermediariesTouristsAdvantages：ProfessionalassistanceMultiple扩大optionsFreeorlowcostassistanceCumulativegrouppower(

32、bargingpower)Single-chargebillingOut-of-town夕卜地的assistanceCredit信用andassistancetosuppliersOffseason淡季promotion(3)Three-stagedistributionsystemSuppliersretailerstouristsAdvantages：Theadditionalbenefitscomefromtravelservicesbeingpurchasedin1argequantitiesatdiscountedpricesbywholesalers(4)Four-stagedis

33、tributionsystemAdvantages：customization定制化example9、ResourcesofincomeIThemajorityofincomefortravelagentiscommissionpaidbysuppliersIVeryfewagentsgetrevenuefromsellingtravel-relatedproductsandservices,(e.g.1uggage,insurance,traveler,schecks)10、Theevolvementoforganisationstructure(I)SmalltravelagentsSta

34、ge1(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-stockcomp

35、aniesDistinctivedepartments12、!Financialdepartment1：accounting,tellering,statistics,finance!Financialdepartment2：IssuingtravelerscheckTravelinsuranceservicesTicketingShop-floorinquiringservices13、SightseeingdepartmentsITourguideservices1Arrangementofaccommodationandboarding!Arrangementoftransportati

36、onOtherservicesrelatedtodomestictravels14、Puttingthepackagetogether0Planningaprogrammeofpackageholidays0Contracting0Creatingandmaintainingaqualityproduct0Theplanningshouldstartbetween12-18monthsbeforethefirstexpecteddeparturetoallowtimeforcontracting,productionofthebrochureandmarketingpushes0Decidin

37、gontheproduct0Ondestinations0Decidingontheproductmix0Onelementsdecision0Marketingresearchandforecasting15、Contracting!ContractingaccommodationAllocationAdhocrooms特设专房eCommitment!ContractingflightseatsAirlineownershipScheduledflightsCharterflightsNofrillairline3Chartering包租cruiseshipsContractinghirec

38、ares,ETCTheroleofgroundhandlingagentsExcursionsandexamples16、FourWaystoassessthequalityofprogramme(P69)17、Contentofthebrochure,ThebookingformPricingpolicyandthetextandthephotographsAdvertising,16importantpointslistedonPl14Thefrontcover3essentialfeatures：CompanynamePeriodofvalidityTheeditionTheopenin

39、gpage：Introductorypageorparagraphhighlightingsaleablefeatures,OtherimportantmessagesThebodyofthebrochure：DetailedholidaysIngeographicalorderPagedesignThebackofthebrochure：6pointsincludedThebookingform：InformationincludedPricingpolicy：ImportantpricingissuesThetextandphotographs：ThetextThephotographsA

40、dvertising1.egalpositionandmoralposition：LegalpositionmoralpositionBrochureproduction：CreativebriefOneormore?ConversionratiosBrochuredistribution：,HowtoreachtravelagenciesOthermailingAlternativestothebrochure18、OperationofGroupToufStage1PreparationStage2MarketingStage3ManagementStage1Preparation：Mar

41、ketresearchDeterminationofgroundservicesandtransportationPricesettingBrochureMarketresearch：PrimarydataandsecondarydataInformationabouttourists(records,trends)PotentialofthedestinationAbilityoftheirownDraftdesignofthetravelroute(thebasicrequirementsinthetravelprocess)Theresearchshouldbetaken14to18mo

42、nthsbeforethedeparturedayofthenewpackagetourStage2MarketingJOmonthsbeforedepartureIssuingbrochuresOtheradvertisementsIssuingbrochureComparisonbetweenthenumberofbrochuresissuedandreservationsgot,RankthetravelagentsbythenumberofreservationsanddeterminehowmuchsupportshouldbegiventothetravelagentsPick-u

43、poraskforOtheradvertisements：MagazineandnewspaperTV,RadioPostsStage3Management：halfanyearbeforedepartureTourplanandreservationsystemanddocumentsprocessingsystemAfter-tourReportsfromthetourleaderQuestionnairesandwelcome-backlettersFinalisingthepaymentsFilingcustomers19、3kindsofagreementsbetweentravel

44、agentsandhotels-Long-timeagreementsAgreementsforgroupconsumersAgreementsforindividualconsumers1.ong-timeagreements：Intheseagreements,thetravelwholesalerrentstheroomsofahotelseasonallyorannuallyandpassestotravelagentswhowillthensellthemtothefina1consumers.Example：quotedroomratebythehotel$150priceacqu

45、iredbywholesaler$90quotedpriceinthebrochure$130Commissionfortravelagents10%20Methodsofmakingreservation：1.Directreservationbyphone,mailorfax2. bookingviathereservationofficesofhotelchain3. Bookingviahotelrepresentatives4. Bookingviaforeignreceivingwholesalers21、AgreementsforgroupconsumersKeyIssuesin

46、theagreements1.ocationMatchothercustomersinthehotelSuitabilitytoaccommodategroupLobbyDinningservices1.uggageParkingarea22s,IntemationalconventionsforthoseagreementsregulatedbyIHA&UFTAA(60items)someexamples：CancellationofreservationMorethan50%,21.Less,14Reservationfee：OffseasonInightroomrateincludedi

47、nningPeakseason3nights23、AirlinesSomeairlinesmaypayinadvancetohelptravelagencytopromoteorcontributeaportioninpromotionfee.Besidestheordinarycommission,airlinesmayofferadditionalcommissiontomotivatetravelagentsinsellinghigh-priceservices.24、Groundservices“Keyissuestobeconsidered：priceandservicequalitytheefficiency,theresponsivenessservicesoftourguidereputationandcoordinationinincidents25、Pri