Tourism & Business Studies

Main topics of study

Accounting

Introduction to Accounting:

  • What is Accounting?
  • Business Organisations and Sources of Finance
  • Introducing Financial Statements: The Profit and Loss Account and the Balance Sheet
  • The Role of the Accountant and the Accounts Office

Supply Information for Management Control:

  • The Purpose of Management Information
  • The Use of Cost Centres and Coding of Costs
  • Providing Comparisons on Costs and Income
  • A Brief Introduction to Wages
  • Control Accounts: Sales and Purchase Ledger Control

The Construction of Financial Statements:

  • Financial Statements: The Calculation of Profits
  • Adjustments: Accruals, Prepayments and Drawings
  • Adjustments: Bad Debts and Provisions for Debtors
  • Depreciation of Fixed Assets
  • Partnership Accounts
  • Company Accounts
  • Accounts of Clubs and Societies
  • The Extended Trial Balance

Using Accounting Information:

  • Accounting Ratios and Preparing Reports
  • Accounting Standards: Statements of Standard Accounting Practice and Financial Reporting Statements (SSAPs and FRSs)
  • Accounting for Stocks
  • Manufacturing Accounts
  • Marginal Costing
  • Budgeting

Business Management & Administration

The Organisational Background to Business Administration

The Management Framework to Business Administration

  • What are Business Administration and Management?
  • The Board of Directors
  • Functions within an Organisation
  • The ‘Systems’ Approach to Organisation
  • Planning-Control Feedback Cycles

Characteristic Features of Organisations

  • The Structure of Organisations and the Need for Authority
  • The Features of Bureaucratic and Non-Bureaucratic Organisations
  • Traditional Principles and Types of Organisation
  • More about Systems & Subsystems

The Structure of Business Enterprises

  • The Pattern of Organisations
  • Business Types including; Sole-Trder Enterprises, Partnerships, Limited Partnerships, The Limited Liability Company, Non-Profit-Making Units (Clubs & Societies), Public Enterprises
  • Public Sector Organisations; Autonomous Public Corporations, Nationalised Industries, Local Government Institutions, Central Government Departments

Functions within Organisations

The Production Function:

  • The Production Process and Types of Production
  • Site Selection & Factory Planning
  • Plant & Equipment
  • Materials & Materials Handling
  • Production Administration
  • Costing Aspects of Production
  • Work Study
  • Maintenance & Production
  • CAD, CAM & CIM

The Purchasing Function:

  • The Nature of Purchasing and the Role of the Purchasing Officer
  • Purchasing Department Procedures, Inventory Control, Stores Control and Economic Order Quantity

The Research & Development Function:

  • The Functions of the Research & Development Department
  • Basic Research
  • Problem-Based Research
  • Ideas Generation
  • Applied Research & Development
  • Patents, Trade Marks & Service Marks
  • Research & Development in the Business Organisation

The Marketing Function:

  • Introduction to Marketing and The Marketing Philosophy
  • Market Analysis & Research
  • Promotion, Publicity & Public Relations
  • Pricing Policy
  • Credit Control
  • Sales Administration
  • Transport & Distribution (Logistics)
  • Export Marketing

Personnel Department:

  • The Need for Staff
  • The Functions of the Personnel Department and a Personnel Policy
  • Employee Records
  • Promotion, Transfer, Termination & Dismissal

The Administrative Officer’s Role

  • Industrial Relations Practice
  • The Remuneration of Staff

Office Administration:

  • The Role of the Administrative Officer
  • Facilities Management – The ‘New-Look’ Office Administrator
  • The Office & its Functions
  • The Clerical Function, Business Correspondence, Mail Inwards, Mail
  • Outwards, Systems for Producing Business Correspondence.
  • Meetings, Conferences, Functions and Delegation

Other Responsibilities of the Administrative Officer:

  • The Organisation & Methods Department
  • Security Aspects of Business
  • Risk Management
  • The Environment of Organisations
  • What is a Claimant?
  • Assessing the Impact of Claimants

 

Management of Travel & Tourism Operations

The Place:

  • Inhabited Places
  • What Makes a Place?
  • Population Growth
  • Natural Characteristics
  • The Built Environment
  • The People & the Patterns of Life
  • The Economic Situation
  • Political Standards & Systems
  • Historic & Artistic Characteristics
  • Media, Entertainment & Recreation
  • International Links
  • Pace of Change
  • Urbanisation
  • Places Are Unfinished

Tourist Destinations:

  • A Destination
  • Domestic Market Foundations
  • Visitors
  • Types of Destination
  • Purposes of Travel
  • General Interest Tourism
  • Special Interest Tourism
  • Special Interest Focus & Purpose
  • Business & Professional Travel
  • VFR, Health, Religious & Other Travel
  • The Destination & its Three Stages
  • The Destination as a Marketing Mix

Visitors:

  • An Initial Framework
  • Travel Motivations
  • What Competes?
  • Ego Benefits
  • Popular Culture & Mass Tourism
  • The Tourism Product Includes Other Tourists
  • Tourism Communities
  • Visitors’ Interpretation
  • Not Meeting, Meeting or Exceeding Expectations
  • Visitor Surveys

Product:

  • From Destination to Tourism Product
  • The Total Product
  • Product Components
  • Diversification
  • Change
  • Space
  • The Intangibles
  • Accommodation
  • Predominant Features
  • Completeness
  • The Marketing Mix

Accommodation:

  • Types of Accommodation
  • Size & Characteristics of Units
  • The Accommodation Product
  • Project Feasibility
  • Factors Influencing a Destination’s Accommodation
  • Shaping a Destination’s Accommodation Mix
  • The Role of Tour Operators
  • A Commodity
  • The Hotel Room as a Commodity

    The Health of the Hotel & Accommodation Sector

Transport:

  • Access
  • Change
  • The Travel Marketing Mix
  • International Links
  • Road Transport
  • Railways
  • Air Transport
  • Marine Transport & Inland Waterways
  • Visas & Facilitating Entry
  • Key Transportation Points

Cycles:

  • Cycles in General
  • Product Life Cycles
  • Tourist Destinations Can Fall Away
  • Changeability
  • Proximity to Major Markets
  • Obsolescence
  • Staying Alive

Market Research:

  • The Objectives of Market Research
  • The Business Climate
  • Structure & Complexity
  • Desk Research
  • Intelligence
  • Visitor Surveys
  • The Performance of the Tour Operators
  • Information Systems
  • Disseminating Information
  • Evaluating Results

Image:

  • The Image of a Destination
  • The Core Image
  • The Brand-Image
  • Ethos
  • The Contemporary Viewpoint
  • Setting the Tone
  • Romance, Familiarity & Intimacy
  • Sign Systems
  • Fiction & Reality
  • Other Ideas of Reality
  • The Unfinished Image

Price:

  • Prices & Tourism Receipts
  • Tourism’s Economic Impact
  • Leakage
  • Reducing Leakage
  • Elasticity of Demand
  • Price Related to the Image
  • Currency Exchange Rates
  • The Euro
  • Anti Trust & Monopoly Controls
  • Two-Tier Pricing
  • Yield Management
  • Key Pricing Criteria

Positioning:

  • The Importance of Positioning
  • The Positioning of ‘Classics’
  • Formulating the Marketing Mix Range
  • The Positioning Matrix

Promotion:

  • Where Does Promotion Fit In?
  • What Does Promotion Consist Of?
  • Public & Private Sector Roles
  • Public & Private Sector Disharmony
  • The Different Levels of Promotion
  • Joint Public & Private Sector Approaches
  • Indirect Promotion
  • The Promotional Budget

Governance:

  • Looking at Governance
  • Managing the Tourism Sector
  • Approaching Tourism Sector Management
  • The Role of the Government Tourism Administration (GTA)
  • Words & Concepts
  • Tourism Development Planning
  • Consensus Building
  • Involvement, Participation & Change

Sales:

  • Forecasting
  • Selling Tourism
  • Facilitation
  • The Product on the Travel Agent’s Shelf
  • The Tour Operator’s Catalogue or Brochure
  • Consumer Protection
  • Reservations Systems
  • The Retail Travel Agency
  • Checking the Retail Network
  • Airlines
  • Selling Business & Convention Tourism
  • The Speed of Sales Decisions

Management Tools:

  • The Relationship Between the Public & Private Sectors
  • Different Ways of Seeing – Types of Approach
  • Using the Tools
  • Public Awareness
  • A Sector-Wide Training Programme
  • Developing the Destination

Regeneration & Re-engineering:

  • Cycles & Positioning
  • Future Development
  • Improvement Opportunities
  • Modifying Markets & Repositioning
  • Tourism Policy
  • The Degree of Development
  • Incentives
  • Listing the Projects

Expansion:

  • Planning as Part of Management
  • Tourism Planning
  • Carrying Capacity
  • Investment Promotion
  • Investment Workshops
  • Facilitating New Investment
  • Repositioning Through Expansion
  • Expansion Decisions

Quality & Standards:

  • Quality & Quality Management
  • The Control Cycle
  • The International Standards Organisation
  • Management Style
  • A Question of Values
  • Quality Circles
  • Tangible & Intangible Items
  • Empowerment
  • Quality Control & Improvement
  • Quality Management Workshops & Other Training Incentives

Legislation:

  • A Legislative Framework
  • All Sectors of Society
  • Registration, Licensing, Classification & Grading
  • Minimum Standards
  • Checklist for the Development of Tourism Regulations
  • The Right of Appeal
  • An Ombudsperson

Physical Planning:

  • The Planning System
  • Different Planning Levels
  • Environmental Impact
  • Planning Regulations
  • Listed Buildings
  • Outdoor Advertising
  • Building Regulations

Classification & Grading:

  • The Purposes of Classification & Grading Systems
  • The Failure of Government-Driven Systems
  • Helping the User Choose
  • Who Can Operate a Classification and/or Grading System?
  • The Difference Between Classification & Grading
  • Advisory Services & Training
  • The Scottish Tourist Board
  • Inspection
  • Private Sector Guides

Human Resources:

  • The Place of Human Resources Development
  • A Human Resources Development Strategy
  • Working Conditions
  • Future Workforce & Training Needs
  • Minimum Standards
  • Training Institutions & Programmes
  • A National Council for Tourism Education & Training

The Tourism Sector Checklist – Part I:

  • Managing the Sector
  • The Checklist Approach
  • The Structure of the Checklist
  • Description of the Destination
  • Tourism Policies
  • Positioning
  • The Marketing Mix
  • Visitors- The SWOT Matrix

The Tourism Sector Checklist – Part II:

  • The Tourism Development Strategy
  • Human Resources
  • The Management Tools
  • Organisation & Management

Tourism Marketing & Promotion

Tourism:

  • Tourism Growth
  • Purposes of Travel
  • What Makes Tourism Distinctive?
  • The Structure of the Travel Trade

What Does Marketing Mean:

  • What is Marketing?
  • The Marketing Mix
  • Marketing Feasibility
  • The Sovereignty of Markets
  • Is Tourism Supply Led?

Segmenting the Market:

  • Basic Definitions
  • Market Segments
  • Market Segmentation Criteria
  • Using Segmentation

The Tourism Product:

  • Did the Visitors Like It?
  • Destinations
  • Product Components
  • Transport
  • Carrying Capacities
  • The Macro & Micro

Caring for Visitors:

  • Visitor & Customer Care
  • Lip Service
  • Caring for Staff
  • Bottlenecks & Complaints
  • Developing Skills
  • Visitor Care Training
  • Tourist Information
  • Special Needs

Images & Brands:

  • The Image
  • Ideas about a Destination
  • How do you Communicate?
  • Cross Cultural Communication
  • Purposes & Motivations
  • The Core, Brand & Tertiary Image
  • Romance, Familiarity & Intimacy
  • Damage Management
  • Signs & Sounds
  • Change

Pricing Strategy & Yield Management:

  • Pricing Dimensions
  • Sticker Prices
  • Perishability & Price Elasticity
  • Price Flexibility
  • Cost Plus Pricing
  • Plus Pricing to Add Value
  • Leakage
  • Price Leadership
  • Reliability
  • Setting Prices & Yield Management

Meeting Change:

  • The Nature of Change
  • Types of Change & Action
  • Re-engineering, Regeneration & Expansion

Researching the Market:

  • Looking Back & Looking Forward
  • Tourism Statistics
  • Getting the Information
  • Macro Market Research
  • Visitor Surveys
  • The Management Information System
  • Systemising the Approach

Positioning & Strategy:

  • Policy
  • Positioning
  • Strategy
  • Stages of Development
  • Tourism Development Planning
  • The Positioning Analysis

Mixing Marketing Mixes:

  • Can you Mix Marketing Mixes?
  • The Development of a Destination
  • Resort Complexes
  • Planning Authorities
  • Observing Guidelines
  • Making It Come True

Managing Marketing:

  • Managing the Tourism Sector
  • Government Seeks Outputs
  • Tourism Development Planning
  • The Role of the Government Tourism Administration (GTA)
  • Types of Organisation
  • Specifying Responsibilities for Marketing
  • GTA Representative Offices Abroad

Printed Material:

  • Tourism’s Unseen Nature
  • Defining Promotional Objectives
  • Who Pays?
  • Trying to Get the Destination to Pay
  • Promoting “Going There” & “Once There”
  • Types of Material
  • Quantities
  • Design & Creation
  • Overload
  • The Internet
  • Direct Mail

Advertising & Direct Mail:

  • Defining the Objectives
  • Destination Marketing
  • Evaluating Advertising Effectiveness
  • Impact & Follow-up
  • Internet Advertising
  • Media Selection
  • The Advertising Agency
  • Direct Mail

Public Relations:

  • Travel Writing
  • Travel Trade Shows & Exhibitions
  • Public Relations Agencies
  • Public Relations as a Part of Promotion
  • Public Relations is Mostly Pro-active
  • Public Awareness
  • Media Relations & Conferences
  • Events
  • Lobbying
  • Sponsorship
  • Celebrities

Travel Writing:

  • The Promotional Impact of Travel Writing
  • Travel Journalism
  • Newspapers
  • Magazines
  • Guidebooks
  • Travel Literature
  • Accreditation
  • Being Written About

Travel Trade Exhibitions:

  • The Purposes
  • Choosing Shows
  • The Participation of the Sector
  • Setting up the Stand
  • Preparing for the Show
  • Staffing
  • Budget
  • Evaluating Results

Sales:

  • Sales or Marketing
  • Selling a Destination
  • The Sales Transaction
  • Sales Contacts
  • Travel Regulations
  • The Catalogue
  • Retail Agencies
  • Internet Promotion & Sales

The Internet:

  • The Dot.com Boom
  • Technological Aspects
  • E-tourism Options
  • Sales & Bookings
  • Intermediaries
  • M-tourism

Web Sites:

  • A Web Site
  • The Ryanair Web Site
  • Objectives
  • Web Site Design
  • The Linking of Web Sites
  • Intelligent Agents
  • Digital Television Meets the Internet

Travel Trade Liaison:

  • Working Together
  • Establishing Liaison
  • Promotional Support & Familiarisation Tours
  • Differences in Culture & Power
  • Tour Operators’ Initiative (TOI) for Sustainable Development

Improvement Programmes:

  • Standards & Improvement
  • Macro Level Standards
  • The Marketing Mix
  • Empowering Staff
  • Joint Marketing Initiatives & Small Tourism Enterprises
  • Improvement Activities
  • A Christchurch Example

The Marketing Plan – Part I:

  • What is the Marketing Plan?
  • The Stage of Development
  • Market Research
  • Positioning
  • Mixing Markets
  • Past Performance
  • Change
  • Development Strategy
  • Forecasting Next Year’s Performance

The Marketing Plan – Part II:

  • Private Sector Marketing
  • Joint Programmes
  • Promotional Objectives
  • The Internet & Web Sites
  • Printed Material
  • Advertising
  • Direct Mail
  • Public Relations, Public Awareness & Travel Writing
  • Travel Trade Show & Exhibitions
  • Travel Trade Liaison & Improvement
  • Overseas Offices
  • Budget
  • Evaluating Promotional Effectiveness

Main topics of study

Accounting

Introduction to Accounting:

  • What is Accounting?
  • Business Organisations and Sources of Finance
  • Introducing Financial Statements: The Profit and Loss Account and the Balance Sheet
  • The Role of the Accountant and the Accounts Office

Supply Information for Management Control:

  • The Purpose of Management Information
  • The Use of Cost Centres and Coding of Costs
  • Providing Comparisons on Costs and Income
  • A Brief Introduction to Wages
  • Control Accounts: Sales and Purchase Ledger Control

The Construction of Financial Statements:

  • Financial Statements: The Calculation of Profits
  • Adjustments: Accruals, Prepayments and Drawings
  • Adjustments: Bad Debts and Provisions for Debtors
  • Depreciation of Fixed Assets
  • Partnership Accounts
  • Company Accounts
  • Accounts of Clubs and Societies
  • The Extended Trial Balance

Using Accounting Information:

  • Accounting Ratios and Preparing Reports
  • Accounting Standards: Statements of Standard Accounting Practice and Financial Reporting Statements (SSAPs and FRSs)
  • Accounting for Stocks
  • Manufacturing Accounts
  • Marginal Costing
  • Budgeting

Business Management & Administration

The Organisational Background to Business Administration

The Management Framework to Business Administration

  • What are Business Administration and Management?
  • The Board of Directors
  • Functions within an Organisation
  • The ‘Systems’ Approach to Organisation
  • Planning-Control Feedback Cycles

Characteristic Features of Organisations

  • The Structure of Organisations and the Need for Authority
  • The Features of Bureaucratic and Non-Bureaucratic Organisations
  • Traditional Principles and Types of Organisation
  • More about Systems & Subsystems

The Structure of Business Enterprises

  • The Pattern of Organisations
  • Business Types including; Sole-Trder Enterprises, Partnerships, Limited Partnerships, The Limited Liability Company, Non-Profit-Making Units (Clubs & Societies), Public Enterprises
  • Public Sector Organisations; Autonomous Public Corporations, Nationalised Industries, Local Government Institutions, Central Government Departments

Functions within Organisations

The Production Function:

  • The Production Process and Types of Production
  • Site Selection & Factory Planning
  • Plant & Equipment
  • Materials & Materials Handling
  • Production Administration
  • Costing Aspects of Production
  • Work Study
  • Maintenance & Production
  • CAD, CAM & CIM

The Purchasing Function:

  • The Nature of Purchasing and the Role of the Purchasing Officer
  • Purchasing Department Procedures, Inventory Control, Stores Control and Economic Order Quantity

The Research & Development Function:

  • The Functions of the Research & Development Department
  • Basic Research
  • Problem-Based Research
  • Ideas Generation
  • Applied Research & Development
  • Patents, Trade Marks & Service Marks
  • Research & Development in the Business Organisation

The Marketing Function:

  • Introduction to Marketing and The Marketing Philosophy
  • Market Analysis & Research
  • Promotion, Publicity & Public Relations
  • Pricing Policy
  • Credit Control
  • Sales Administration
  • Transport & Distribution (Logistics)
  • Export Marketing

Personnel Department:

  • The Need for Staff
  • The Functions of the Personnel Department and a Personnel Policy
  • Employee Records
  • Promotion, Transfer, Termination & Dismissal

The Administrative Officer’s Role

  • Industrial Relations Practice
  • The Remuneration of Staff

Office Administration:

  • The Role of the Administrative Officer
  • Facilities Management – The ‘New-Look’ Office Administrator
  • The Office & its Functions
  • The Clerical Function, Business Correspondence, Mail Inwards, Mail
  • Outwards, Systems for Producing Business Correspondence.
  • Meetings, Conferences, Functions and Delegation

Other Responsibilities of the Administrative Officer:

  • The Organisation & Methods Department
  • Security Aspects of Business
  • Risk Management
  • The Environment of Organisations
  • What is a Claimant?
  • Assessing the Impact of Claimants

 

Management of Travel & Tourism Operations

The Place:

  • Inhabited Places
  • What Makes a Place?
  • Population Growth
  • Natural Characteristics
  • The Built Environment
  • The People & the Patterns of Life
  • The Economic Situation
  • Political Standards & Systems
  • Historic & Artistic Characteristics
  • Media, Entertainment & Recreation
  • International Links
  • Pace of Change
  • Urbanisation
  • Places Are Unfinished

Tourist Destinations:

  • A Destination
  • Domestic Market Foundations
  • Visitors
  • Types of Destination
  • Purposes of Travel
  • General Interest Tourism
  • Special Interest Tourism
  • Special Interest Focus & Purpose
  • Business & Professional Travel
  • VFR, Health, Religious & Other Travel
  • The Destination & its Three Stages
  • The Destination as a Marketing Mix

Visitors:

  • An Initial Framework
  • Travel Motivations
  • What Competes?
  • Ego Benefits
  • Popular Culture & Mass Tourism
  • The Tourism Product Includes Other Tourists
  • Tourism Communities
  • Visitors’ Interpretation
  • Not Meeting, Meeting or Exceeding Expectations
  • Visitor Surveys

Product:

  • From Destination to Tourism Product
  • The Total Product
  • Product Components
  • Diversification
  • Change
  • Space
  • The Intangibles
  • Accommodation
  • Predominant Features
  • Completeness
  • The Marketing Mix

Accommodation:

  • Types of Accommodation
  • Size & Characteristics of Units
  • The Accommodation Product
  • Project Feasibility
  • Factors Influencing a Destination’s Accommodation
  • Shaping a Destination’s Accommodation Mix
  • The Role of Tour Operators
  • A Commodity
  • The Hotel Room as a Commodity

    The Health of the Hotel & Accommodation Sector

Transport:

  • Access
  • Change
  • The Travel Marketing Mix
  • International Links
  • Road Transport
  • Railways
  • Air Transport
  • Marine Transport & Inland Waterways
  • Visas & Facilitating Entry
  • Key Transportation Points

Cycles:

  • Cycles in General
  • Product Life Cycles
  • Tourist Destinations Can Fall Away
  • Changeability
  • Proximity to Major Markets
  • Obsolescence
  • Staying Alive

Market Research:

  • The Objectives of Market Research
  • The Business Climate
  • Structure & Complexity
  • Desk Research
  • Intelligence
  • Visitor Surveys
  • The Performance of the Tour Operators
  • Information Systems
  • Disseminating Information
  • Evaluating Results

Image:

  • The Image of a Destination
  • The Core Image
  • The Brand-Image
  • Ethos
  • The Contemporary Viewpoint
  • Setting the Tone
  • Romance, Familiarity & Intimacy
  • Sign Systems
  • Fiction & Reality
  • Other Ideas of Reality
  • The Unfinished Image

Price:

  • Prices & Tourism Receipts
  • Tourism’s Economic Impact
  • Leakage
  • Reducing Leakage
  • Elasticity of Demand
  • Price Related to the Image
  • Currency Exchange Rates
  • The Euro
  • Anti Trust & Monopoly Controls
  • Two-Tier Pricing
  • Yield Management
  • Key Pricing Criteria

Positioning:

  • The Importance of Positioning
  • The Positioning of ‘Classics’
  • Formulating the Marketing Mix Range
  • The Positioning Matrix

Promotion:

  • Where Does Promotion Fit In?
  • What Does Promotion Consist Of?
  • Public & Private Sector Roles
  • Public & Private Sector Disharmony
  • The Different Levels of Promotion
  • Joint Public & Private Sector Approaches
  • Indirect Promotion
  • The Promotional Budget

Governance:

  • Looking at Governance
  • Managing the Tourism Sector
  • Approaching Tourism Sector Management
  • The Role of the Government Tourism Administration (GTA)
  • Words & Concepts
  • Tourism Development Planning
  • Consensus Building
  • Involvement, Participation & Change

Sales:

  • Forecasting
  • Selling Tourism
  • Facilitation
  • The Product on the Travel Agent’s Shelf
  • The Tour Operator’s Catalogue or Brochure
  • Consumer Protection
  • Reservations Systems
  • The Retail Travel Agency
  • Checking the Retail Network
  • Airlines
  • Selling Business & Convention Tourism
  • The Speed of Sales Decisions

Management Tools:

  • The Relationship Between the Public & Private Sectors
  • Different Ways of Seeing – Types of Approach
  • Using the Tools
  • Public Awareness
  • A Sector-Wide Training Programme
  • Developing the Destination

Regeneration & Re-engineering:

  • Cycles & Positioning
  • Future Development
  • Improvement Opportunities
  • Modifying Markets & Repositioning
  • Tourism Policy
  • The Degree of Development
  • Incentives
  • Listing the Projects

Expansion:

  • Planning as Part of Management
  • Tourism Planning
  • Carrying Capacity
  • Investment Promotion
  • Investment Workshops
  • Facilitating New Investment
  • Repositioning Through Expansion
  • Expansion Decisions

Quality & Standards:

  • Quality & Quality Management
  • The Control Cycle
  • The International Standards Organisation
  • Management Style
  • A Question of Values
  • Quality Circles
  • Tangible & Intangible Items
  • Empowerment
  • Quality Control & Improvement
  • Quality Management Workshops & Other Training Incentives

Legislation:

  • A Legislative Framework
  • All Sectors of Society
  • Registration, Licensing, Classification & Grading
  • Minimum Standards
  • Checklist for the Development of Tourism Regulations
  • The Right of Appeal
  • An Ombudsperson

Physical Planning:

  • The Planning System
  • Different Planning Levels
  • Environmental Impact
  • Planning Regulations
  • Listed Buildings
  • Outdoor Advertising
  • Building Regulations

Classification & Grading:

  • The Purposes of Classification & Grading Systems
  • The Failure of Government-Driven Systems
  • Helping the User Choose
  • Who Can Operate a Classification and/or Grading System?
  • The Difference Between Classification & Grading
  • Advisory Services & Training
  • The Scottish Tourist Board
  • Inspection
  • Private Sector Guides

Human Resources:

  • The Place of Human Resources Development
  • A Human Resources Development Strategy
  • Working Conditions
  • Future Workforce & Training Needs
  • Minimum Standards
  • Training Institutions & Programmes
  • A National Council for Tourism Education & Training

The Tourism Sector Checklist – Part I:

  • Managing the Sector
  • The Checklist Approach
  • The Structure of the Checklist
  • Description of the Destination
  • Tourism Policies
  • Positioning
  • The Marketing Mix
  • Visitors- The SWOT Matrix

The Tourism Sector Checklist – Part II:

  • The Tourism Development Strategy
  • Human Resources
  • The Management Tools
  • Organisation & Management

Tourism Marketing & Promotion

Tourism:

  • Tourism Growth
  • Purposes of Travel
  • What Makes Tourism Distinctive?
  • The Structure of the Travel Trade

What Does Marketing Mean:

  • What is Marketing?
  • The Marketing Mix
  • Marketing Feasibility
  • The Sovereignty of Markets
  • Is Tourism Supply Led?

Segmenting the Market:

  • Basic Definitions
  • Market Segments
  • Market Segmentation Criteria
  • Using Segmentation

The Tourism Product:

  • Did the Visitors Like It?
  • Destinations
  • Product Components
  • Transport
  • Carrying Capacities
  • The Macro & Micro

Caring for Visitors:

  • Visitor & Customer Care
  • Lip Service
  • Caring for Staff
  • Bottlenecks & Complaints
  • Developing Skills
  • Visitor Care Training
  • Tourist Information
  • Special Needs

Images & Brands:

  • The Image
  • Ideas about a Destination
  • How do you Communicate?
  • Cross Cultural Communication
  • Purposes & Motivations
  • The Core, Brand & Tertiary Image
  • Romance, Familiarity & Intimacy
  • Damage Management
  • Signs & Sounds
  • Change

Pricing Strategy & Yield Management:

  • Pricing Dimensions
  • Sticker Prices
  • Perishability & Price Elasticity
  • Price Flexibility
  • Cost Plus Pricing
  • Plus Pricing to Add Value
  • Leakage
  • Price Leadership
  • Reliability
  • Setting Prices & Yield Management

Meeting Change:

  • The Nature of Change
  • Types of Change & Action
  • Re-engineering, Regeneration & Expansion

Researching the Market:

  • Looking Back & Looking Forward
  • Tourism Statistics
  • Getting the Information
  • Macro Market Research
  • Visitor Surveys
  • The Management Information System
  • Systemising the Approach

Positioning & Strategy:

  • Policy
  • Positioning
  • Strategy
  • Stages of Development
  • Tourism Development Planning
  • The Positioning Analysis

Mixing Marketing Mixes:

  • Can you Mix Marketing Mixes?
  • The Development of a Destination
  • Resort Complexes
  • Planning Authorities
  • Observing Guidelines
  • Making It Come True

Managing Marketing:

  • Managing the Tourism Sector
  • Government Seeks Outputs
  • Tourism Development Planning
  • The Role of the Government Tourism Administration (GTA)
  • Types of Organisation
  • Specifying Responsibilities for Marketing
  • GTA Representative Offices Abroad

Printed Material:

  • Tourism’s Unseen Nature
  • Defining Promotional Objectives
  • Who Pays?
  • Trying to Get the Destination to Pay
  • Promoting “Going There” & “Once There”
  • Types of Material
  • Quantities
  • Design & Creation
  • Overload
  • The Internet
  • Direct Mail

Advertising & Direct Mail:

  • Defining the Objectives
  • Destination Marketing
  • Evaluating Advertising Effectiveness
  • Impact & Follow-up
  • Internet Advertising
  • Media Selection
  • The Advertising Agency
  • Direct Mail

Public Relations:

  • Travel Writing
  • Travel Trade Shows & Exhibitions
  • Public Relations Agencies
  • Public Relations as a Part of Promotion
  • Public Relations is Mostly Pro-active
  • Public Awareness
  • Media Relations & Conferences
  • Events
  • Lobbying
  • Sponsorship
  • Celebrities

Travel Writing:

  • The Promotional Impact of Travel Writing
  • Travel Journalism
  • Newspapers
  • Magazines
  • Guidebooks
  • Travel Literature
  • Accreditation
  • Being Written About

Travel Trade Exhibitions:

  • The Purposes
  • Choosing Shows
  • The Participation of the Sector
  • Setting up the Stand
  • Preparing for the Show
  • Staffing
  • Budget
  • Evaluating Results

Sales:

  • Sales or Marketing
  • Selling a Destination
  • The Sales Transaction
  • Sales Contacts
  • Travel Regulations
  • The Catalogue
  • Retail Agencies
  • Internet Promotion & Sales

The Internet:

  • The Dot.com Boom
  • Technological Aspects
  • E-tourism Options
  • Sales & Bookings
  • Intermediaries
  • M-tourism

Web Sites:

  • A Web Site
  • The Ryanair Web Site
  • Objectives
  • Web Site Design
  • The Linking of Web Sites
  • Intelligent Agents
  • Digital Television Meets the Internet

Travel Trade Liaison:

  • Working Together
  • Establishing Liaison
  • Promotional Support & Familiarisation Tours
  • Differences in Culture & Power
  • Tour Operators’ Initiative (TOI) for Sustainable Development

Improvement Programmes:

  • Standards & Improvement
  • Macro Level Standards
  • The Marketing Mix
  • Empowering Staff
  • Joint Marketing Initiatives & Small Tourism Enterprises
  • Improvement Activities
  • A Christchurch Example

The Marketing Plan – Part I:

  • What is the Marketing Plan?
  • The Stage of Development
  • Market Research
  • Positioning
  • Mixing Markets
  • Past Performance
  • Change
  • Development Strategy
  • Forecasting Next Year’s Performance

The Marketing Plan – Part II:

  • Private Sector Marketing
  • Joint Programmes
  • Promotional Objectives
  • The Internet & Web Sites
  • Printed Material
  • Advertising
  • Direct Mail
  • Public Relations, Public Awareness & Travel Writing
  • Travel Trade Show & Exhibitions
  • Travel Trade Liaison & Improvement
  • Overseas Offices
  • Budget
  • Evaluating Promotional Effectiveness