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Table of Contents PART I CHAPTER 1: Introducing the World's Largest Industry, Tourism Could a Career in Tourism Be in Your Future? Introduction Services and Tourism What Is Tourism? A Tourism Model The History of Travel and Tourism - The Empire Era - The Middle Ages and the Renaissance Era - The Grand Tour Era - The Mobility Era - The Modern Era Bringing Tourism into Focus Geography Provides a Window to the World - Physical Geography - Human Geography - Regional Geography Studying Tourism from Business Perspectives - Marketing - Management - Finance Tourism's Challenges and Opportunities Where Do You Fit In? Topics Covered in Each Chapter Summary You Decide Net Tour Discussion Questions Applying the Concepts Glossary References Readings: ASTA Ethics Even Tested Travelers Can Be "Provincial" CHAPTER 2: Marketing to the Traveling Public A Ride on the Wild Side! Introduction Decisions, Decisions, Decisions - Information Seeking - It's All in the Details Foundations for Understanding Tourist Motivations - Push and Pull Motivations - Maslow's Hierarchy of Needs - The Leisure Ladder Model - The Psychocentric-Allocentric Model Segmenting the Tourism Market - Geographic Segmentation - Demographic Segmentation - Psychographic Segmentation - Product-Related Segmentation - Putting Segmentation Knowledge to Work Specialized Tourist Segments - Business and Professional Travelers - Incentive Travelers - Mature Travelers - Special Interest Travelers Delivering High-Quality Service Summary You Decide Net Tour Discussion Questions Applying the Concepts Glossary References Readings: Motorcoach Tours The Brand Boom CHAPTER 3: Delivering Quality Tourism Services All's Well That Ends Well? Introduction Quality - Defining Quality - Quality Differences Service Encounters Service Quality Model Quality and Customer Satisfaction We Experience What We Believe We Will Experience Human Resources: The Key to High-Quality Service - Understanding and Meeting Guest Needs - Building Service Teams Service Mistakes - Mistakes Happen - Be a Can-Do Problem-Solver Service Guarantees Summary You Decide Net Tour Discussion Questions Applying the Concepts Glossary References Readings: Driving to the Bahamas: A Lesson in Guest Service Supply Chain Policies help Hoteliers Save Time, Money CHAPTER 4: Bringing Travelers and Tourism Service Suppliers Together One Stop Does It All! Introduction Serving Traveler Needs Why Use Intermediaries? One-Level (Direct) Distribution Channels Two-Level Distribution Channels - Travel Agencies - Improving Service Delivery through Cooperative Systems Three-Level Distribution Channels - Tours - Tour Operators - Consolidators and Travel Clubs - Meeting Planners Tapping the Power of Dual Distribution Tourism Information Sources and Services Selling Adds a Personal Touch - Acquiring Product Knowledge - Approaching the Client - Qualifying the Client - Making the Sales Presentation - Closing the Sale - Following Up - Building Relationships Summary You Decide Net Tour Discussion Questions Applying the Concepts Glossary References Readings: When Meeting Planners Go the Extra Mile 21st Century Travel: Looking Ahead, Agents Expect to Be Viable in the New Century Integrative Cases: Elite House: Using e-Service Recovery to Deal with Brick and Mortar Failure 100% Satisfaction Guaranteed PART II Chapter 5: Transportation The Graduation Gift Introduction Surface Transportation - Plying the Waves - Riding the Rails Amtrak and VIA Rail Canada Services International Passenger Rail Service Cruising the Highways and Byways - Automobiles - Motorcoaches Important Transportation Links Soaring through the Skies - Operating in a Deregulated Environment - Decoding the Language of the Airline World Improving Operating Efficiency and Effectiveness Internet Changes Travel Distribution Channels Summary You Decide Net Tour Discussion Questions Applying the Concepts Glossary References Readings: Both pricey, both in trouble, but air travel is no match for a train with a view The hub-and-spoke system remodels the airways CHAPTER 6: Accommodations Expect the Unexpected Introduction Oh So Many Choices! - No Two are Exactly Alike - Same Time, Same Place? - Your Attention, Please! - Enjoying the Great Outdoors Rooms, Rooms, and More - Making Sense of Classifications and Rating Systems - Lodging Lexicon Organizing for Successful Operations - Going It Alone - Franchising - Management Contracts - Chain Operations - Strength in Numbers It All Begins with Sales - Providing a Home away from Home - Meeting Guests' Needs - Achieving Profitable Operations Using Technology to Tie it all Together Summary You Decide Net Tour Discussion Questions Applying the Concepts Glossary References Readings: Pillow Talk The New Opportunity for Independent Hotels CHAPTER 7: Food and Beverage Sometimes It's More Difficult Than It Seems Introduction Major Influences on the Development of Food and Beverage Services - Travel and Discovery - Science and Technology Building a Culinary Heritage - The Beginnings of Modern Food-Service Practices - Planning to Meet Guest Expectations - It All Comes Down to Rhythm, Timing, and Flow - Adding Value to Food and Beverage Experiences - From Ten to Ten Thousand Building Profitable Operations - Balancing Payroll Costs with Productivity - Food Quality and Food Costs Are the Results of Effective Purchasing - Using Technology to Improve Service Delivery An Ounce of Prevention Is Worth a Pound of Cure Beverages - Beverage Operations - Keeping Spirits Under Control Summary You Decide Net Tour Discussion Questions Applying the Concepts Glossary References Reading: Inviting the Media to Dinner: How, when, and why to stage a media dinner/event Operators find it's no holiday attracting hard-to-get tourists CHAPTER 8: Attractions and Entertainment So Many Things to Do and So Little Time Introduction A World of Opportunities Foundations for Understanding Attractions and Entertainment Heritage Attractions - Museums and Historical Sites - Zoos and Aquariums - Parks and Preserves - Fairs and Festivals Commercial Attractions - Amusement Parks - Theme Parks Gaming - Emerging Gaming Segments - Place Your Bets Shopping Live Entertainment - Sporting Activities - The Performing Arts Summary You Decide Net Tour Discussion Questions Applying the Concepts Glossary References Readings: The Future is Wow Is Legalized Gambling a $600 Billion Industry or a $50 Billion Industry?" CHAPTER 9: Destinations Dreams Can Come True Introduction From Resorts to Urban Destinations Classifying Destinations Far from the Maddening Crowd Links to the Past Seasonal Delights Spotlight on Sporting Activities - Snow Holiday Resorts - Golf Resorts Year-Round Playgrounds - Spas - Cruise Ships - Casino Resorts - Integrated Resorts Bright Lights and City Sights Building on Success Summary You Decide Net Tour Discussion Questions Applying the Concepts Glossary References Readings: Finding the best ship at the best price Great place to stay (employed) Integrative Cases: Buying a Piece of Paradise Plotting a Course in Uncharted Waters Part III Chapter 10: Economic and Political Impacts of Tourism Chamber Director Headache #1456 Introduction Looking to Tourism for Economic Growth and Vitality - Comparative Advantage - Tourism and Foreign Exchange Rates The Multiplier Concept - Realizing Tourism's Export Potential - What Goes Around Comes Around - Tracking the Impact of Tourism Expenditures Other Economic Impacts - Potential Problems in Tourism-Based Economies - Tourism in the Economic Balance Tourism and Politics - The Role of Government in Tourism - Tourism Promotion Agencies Public/Private Organizations - Chambers of Commerce and Convention and Visitors Bureaus - Convention Centers Tourism Planning Political "Tugs of War" over Tourism Summary You Decide Net Tour Discussion Questions Applying the Concepts Glossary References Readings: The Four Seasons Challenge Coyote Pass Hospitality CHAPTER 11: Environmental and Social/Cultural Impacts of Tourism Reflecting on the Future Introduction Tourism and the Environment - Defining Carrying Capacity - Determining Carrying Capacities Environmental Impacts of Tourism Social and Cultural Impacts of Tourism - Host Community - Social and Cultural Benefits of Tourism - Using Culture to Attract Tourists Unintended Consequences of Tourism on Culture Mass Tourism versus Ecotourism - When Is Tourism Too Much of a Good Thing? - Ecotourism - Ways to Develop Ecotourism - Ecotourism in the 21st Century - Sustaining Tourism's Benefits Summary You Decide Net Tour Discussion Questions Applying the Concepts Glossary References Readings: Preserving the Landscape of Cinque Terre Resorts Go Up . . . and Down CHAPTER 12: The Future of Tourism On the Road Again Introduction The Shape of Coming Tourism Markets - Demographic Shifts - Disabled Travelers - Changes in Business, Professional, and Conference Travel Trends in Forms of Tourism - Adventure and Extreme Tourism - New Tourism Forms Meeting Future Tourists' Needs Travel Agents' Changing Roles Moving into an Era of Competitive Cooperation Accelerating Technological Advances - Maximizing Operating Efficiencies - Amplifying Guests' Experiences - Safety and Security Strides - Transportation Transformations - Internet's Continuing Effects Keeping the Human Touch? Conclusion You Decide Net Tour Discussion Questions Applying the Concepts Glossary References Readings: Meeting the Needs of a Changing Industry Winter Snowsports Resorts: Destinations at a Crossroads Integrative Cases: Coping with Crisis West Marin: A Case-Study of Responsible Tourism Appendices Appendix A Geography: Your Window to the World Appendix B Tourism Research Appendix C Choosing a Career and Finding a Job
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