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Creating a tour chapter objectives

chapter Creating a Tour Chapter Objectives After reading this chapter you should be able to T Justify the need to know how tours are planned T Identify the prime sources for researching a destination T Describe the principles behind a successful tour itinerary T Cost out and price a typical tour T Explain the many ways through which tours may be promoted PO YOU l'HIlJ l'r ?rze'S Mf 'I-JIN W OV ?r Ct Conducting Tours Ifyour career goal is tour planning promotion or operations an understanding of how tours are created is essential But if you wish to be a tour conductor can you just skip this chapter Not at all A tour conductor like any professional should have a clear understanding of the intricate decision-making that so intimately a ?ects his or her job Many tour managers ?nd that they occasionally must restructure a tour while it's in progress or recommend changes when it's over An astute knowledge of the tour-planning process makes the task easier Many tour directors move on to o ?ce positions where such knowledge is essential Finally persons who create and lead their own tours have no choice they must possess a close and keen familiarity with tour-making from start to ?nish We've already examined many components of tour planning in other chapters Now let's look at the larger picture while ?lling in some of the details that have yet to be covered Marketing a Tour Planning out a tour is in certain ways a unique undertaking In other ways however it's no di ?erent from designing a new car or creating a breakfast cereal Universal principles guide the process- principles tied to the science of marketing Marketing is a much misunderstood enterprise Most people would say that marketing is the same thing as selling when in reality selling is only a small though signi ?cant component of marketing Marketing also encompasses such activities as needs assessment research product development pricing promotion and distribution A good catchall de ?nition would be this marketing is the process of transferring a product from its producer to consumers In this case the product is a tour the producer is the tour operator and the consumer is the traveler Assessing the Demand Food shelter and clothing- these are the traditional survival needs of society Travel isn't a need it's a desire a want that's bought with discretionary income the money left over after paying for essentials According to marketing principles when such desire is driven by money a demand is created Today's demand for travel is so huge that many experts predict that travel and tourism will soon become the world's largest industry Traveling has gone from being a once-in- a-lifetime luxury to something the average person feels he or she ought to do on a regular basis like exercising or mowing the lawn though presumably it's more fun And as Chapter pointed out a great number of vacation travelers take advantage of tour packages in one form or