“PROMOTING AND MARKETING TOUR & TRAVEL”

NAME : CYNTIA MAHARDHIKA .K

NIM : A320160035

CLASS :A

DEPARTMENT OF ENGLISH EDUCATION

MUHAMMADIYAH UNIVERSITY OF SURAKARTA

2018
 CHAPTER I

INTRODUCTION

1.1. BACKGROUND
Tourism as an industry is very broad in scope. There are so many sectors related to tourism
activities as an industry. We must distinguish the journey called tourism with other forms of travel
that are not tourism.

In principle, if the trip is not for fun, (for pleasure) then the trip cannot be said to be a trip in
the tourism category. The requirement for a trip is called a tourism trip, if:

 Travel is carried out from one place to another (from one place to another places), outside
the residence where the person usually lives. Travel is carried out at least 24 hours or more
(more than 24 hours).
 The purpose of the trip is solely for fun, and does not earn a living or work in the place or
country he visits.
 The person is solely a consumer in the place he is visiting and the money he spends is
brought from his home country or his original place of residence and is not sought or
obtained at the place, in the city, or in the country he is visiting.

Until now there are quite a lot of restrictions given by some experts about tourism, but among
the many limitations there is no single opinion about the boundaries of tourism.

1.2. FORMULATION OF THE PROBLEM

The formulation of the problem from the Travel Bureau Product paper is:
1. What is tourism as an industry?
2. What are the tourism industry products?
3. What are the products of a travel agent?
4. What are the characteristics of tourism industry products?
1.3. PURPOSE OF PAPER
The purpose of making this paper is to answer the formulation of the problem above,
namely:
1. Knowing what Tourism is as an industry;
2. Knowing what the tourism industry products are;
3. Knowing what a travel agent product is;
4. Knowing what are the characteristics of tourism industry products.
 CHAPTER II
DISCUSSION
2.1. TOURISM AS A INDUSTRY
The definition of tourism as an industry is still under debate among tourism experts.
This is quite reasonable, as stated by Robert Christiemill and Alais M. Morrison (1985) in
his book entitled The Tourism System, An Introductory Text (p. Xvii) as follows:
"Tourism is a difficult phenomenon to describe. We have trouble in thinking of tourism
as an industry. The idea of a "Tourism Industry" would give some idea of tourism and from
an image and a political viewpoint it sounds attractive. "
They said: "Tourism as an industry is a symptom that is difficult to explain. We can
misinterpret tourism as an industry. The real idea of using the term 'tourism industry' is
actually to provide a unified idea of tourism, so that its impression seen from a political and
economic perspective will be more interesting, especially to convince people that tourism
has a positive impact on the economy. "
The description of tourism as an industry is given only to describe what tourism really
is, thus providing clear understanding. So the real idea of giving the term "Tourism
Industry" is more aimed at giving political and economic appeal. One of the strengths of
tourism is nothing but its influence on the economy and the multiplier effects it causes on
the Tourist Destination Areas (DTW) visited by tourists.
It seems that everything is ideal, it was intentionally created to gain political support,
the purpose for tourism management and marketing. But the mention of tourism as an
industry actually backfires, a source of weakness, because tourism is too much handled by
various parties and minimal in the system causing problems.
As a tourism industry it cannot be measured, because it does not have a standard
classification number as stated by Robert Christiemill and Alais M. Morrison: "There is No
Standard Industrial Classification Number for Tourism". Actually, from a political point of
view, the idea of giving the term "Tourism Industry" provides an opportunity to show many
people that tourism has a positive impact, because it is a catalyst in development. This is the
responsibility of all of us.
Some foreign tourism experts limit the tourism industry as follows:
 Prof. W. Hunzieker (Bern University, 1952)
He said, the tourism industry (companies) are all business activities which consist
of various activities of production of goods and services needed by tourists.
 L. J. Lickorish and A.C. Kershaw (British Travel Association, Travel Reade, page
1-3):
He said, the tourism industry (companies) is a company that jointly satisfies the needs
of other travelers and travelers, which can be divided into two, namely:
1) Prima Enterprise
Namely companies that provide transportation, accommodation, food and drink
needs that must be prepared by the Travel Agency (BPW) or other Tour Operators.
2) Secondary Enterprises
 Namely the tourism industry group companies that provide souvenirs, and other
necessities, entertainment, activities, insurance, bank services and money changers
and other necessities.
• G. A. Schmoll (Tourism Promotion 1977, page 30)
According to him, Pariwissata is an industry that is decentralized (separated and
far apart) which consists of companies that are different in terms of: size (size),
location (location), function (function), type or form of organization (type of
organization), types of services that can be provided (range of services
provided) and the methods used to market and sell them.
• Bernecker (1956)
According to Bernecker, the tourism industry is an economic entity that
provides services to satisfy the needs of tourists or that are related to it and can
further be distinguished between:
a) Object Oriented Enterprises, such as hotels, restaurants, transportation,
and others.
b) Subject Oriented, namely companies that are heavily involved in
promoting tourism activities and other companies that are closely related
to tourists, tourist objects and attractions such as travel agents, or tour
operators.
2.2. Tourism Industry Products
The tourism industry products are raw materials for the Travel Agency (BPW)
companies as planners and tour operators to arrange package tours which are then offered or
marketed to prospective tourists.
The final product of the tourism industry is nothing but a collection of various products
produced by companies that provide services directly to tourists when traveling. The
collection of products from the 10 companies mentioned above, finally by the Tour
Operator is packaged into various tour packages that are suitable or in accordance with
market tastes.
This is where the role of a Tour Planner in arranging a tour package. He chose and
sorted out the products of the tourism industry group companies to be included as an
element that could complement a tour package that would be offered to prospective tourists.
A tour package consists of at least two of the most important and absolute elements that
must be available, namely: transportation and accommodation, while others can be managed
by prospective tourists themselves. But most tour packages are almost always sold in the
form of All Inclusive, which includes elements:
• Transportation or other tourism transportation
• Hotel accommodations or the like
• Other restaurants and restaurants
• Local Tour on DTW visited
• Tourist objects and attractions on the DTW visited
So that we finally get to know the All Incusive Tour, which means tourists only come
along, all managed by the Tour Operator.
What is the formulation of tourism industry products? Many of us use erroneous terms
about tourism industry products. The term that is often used such as tourism products or
tourism products does not seem right. The term is considered more suitable for use in
tourism industry products, because only industries that produce products, are tourism and
tourism are not. According to Victor T. C. Middleton (1988: 79) in his book entitled
marketing in travel & tourism said that the component of total tourism products as an
industry, especially when viewed from the side of tourists who want to visit a DTW.
According to him, there are five main components which constitute the total tourism
industry products, each of which are: Destination attractions, Destination Facilities and
Servicse, Accessibility of destination, image of the destination, and Price to the consumers.

2.2.1. Destination Attractions

The attractiveness of a DTW is motivation for tourists, why he chooses a
particular DTW to visit, including:
a) Natural Attraction: Lanscape, Seascape, Beaches, Climate, and other
geographical features of destination.
b) Building Attractions: Building and Infrastructure Infrastructure, Including
Historic and modern architecture, monuments, promenades, parks and
gardens, industrial archeology, managed general visitor attractions, golf
courses, specialty shops and theme retail areas.
c) Cultural Attractions: History and Folklore, Religion and Art, Theater,
Entertainment and Museums. Some of these may be developed into special
events, festivals and pageants.
d) Social Attractions: Way of life of resident population, language and
opportunities for social encounters.
2.2.2. Destination Facilities and Service. Destination Facilities and Services
What is included in this group are all facilities whose functions fulfill the needs
of tourists who stay for a while at the DTW they visit, where they can relax and
participate in the activities available at the DTW, including:
a) Accommodation Units: Hotels, Motels, Apartments, Villas, Campsites,
Caravan Parks, Hostels and Condominium.
b) Restaurants, Bars and Cafes: Ranging from Fast Food through to Luxury
Restaurants.
c) Transport at the Destination: Taxis, Coaches, Car Rental, and Cycle Hire.
d) Sport & Activities: Ski School, Sailing School, Golf Clubs.
e) Other Facilities: Craft Course, Language Schools.
f) Retail Outlets: Shops, Travel Agents, Souvenir Shops, Camping Supplies.
g) Other Services: Hairdressing, Information Services, and Tourist Polices.

2.2.3. Accessibillities of The Destination

These are elements of convenience provided by tourists to visit and for that they
must pay a reasonable price, including:
a) Infrastructure: Highway, Airports, Railways, Seasports.
b) Equipment: Size, Speed, and Range of public transport vehicles.
c) Operation Factors: Routes operated, Frequency of Services, Price
Charged.
 d) Government Retransgulation: The Range of Regulatory Controls over port
Operation.
2.2.4. Images and Perception of The Destinations
Image for a DTW is greatly influenced by various products (tourist objects and
attractions) available at the DTW in question. The image owned by a DTW greatly
influences prospective tourists to decide on buying a tour package or not buying a
tour package offered by a BPW.
Almost all DTWs have their own images, and one DTW image competes with
another DTW image. In Indonesia, for example, the image of Bali as the nickname
of the Island of the Gods, is very different from the image of Yogyakarta, even
though both develop cultural tourism.
Image a DTW must be created and maintained, then promoted on every
occasion. For example, Disney Land (entertainment for old and young), Monaco
(high-class gambling city), Macau and Genting Hightland (gambling city for
tourists). Likewise with Hakone and Nara in Japan (past Japanese culture), or Paris
(City of fashion and perfume) and Cairo with its Belly Dance.
For operations of BPW activities, the image is very important. Providing Image
makes potential tourists dream and finally encourages accelerating the purchase of
tour packages offered.
2.2.5. Price of The Consumer
Prices or costs for travel are relatively large. People will not spend money on
tourism trips, if household needs and family education have not been fulfilled. In
other words, people who travel are people who have more money that will not
affect household life.
Purchasing tour packages is very competitive with the purchase of luxury goods.
Take a walk first or buy a computer first. Buy a bed or holiday to Bali. This is
always tempting potential tourists. Therefore, in determining the target market, it is
necessary to look for people or groups of people who have relatively more income,
namely the amount of money that has been saved for vacation purposes for those
who plan on their domestic life.
2.3. Products of the Travel Agency
BPW is a company that earns income and profits by offering and selling products and
services provided to its customers. As a tour operator, the main product of a BPW is
none other than a tour package (Tour Packages) which are organized and organized
at their own risk.
The main product (Core Product) of a BPW is a tour package itself. If you do not
compile and organize your own tour package, the company cannot be called a tour
operator and is more accurately referred to as a Travel Agent. We have to distinguish
between a BPW and a Travel Agent, especially if we look at the products it produces.
The following is a table on the Difference of Travel Agency Products (AP) with
Products of the Travel Agency (BPW).
Table 2.1
Difference between Travel Agency Products (AP) and Travel Agency Products
(BPW)
 Product Travel Agents Travel Agency

1. Arranging travel documents; 1) Arranging travel documents;

2. Ticketing (tourist ticket sales), 2) Ticketing (domestic and
domestic and international; international flight ticket sales);
3. Hotel Reservation (domestic and 3) Hotel Reservation (domestic and
foreign); foreign);
4. Ship ticket, train, sales, taxi, etc. 4) Cruise ship sales agents, charter
flights, ships and trains;
5) Tour packages, domestic and
foreign;
6) Escort services;
7) Pick up guests from and to the
airport;
8) Umrah and Hajj services

Source: Drs. H. Oka A. Yoeti, M.B.A in his book entitled Tours and Travel
Marketing

Basically, a BPW does not have its own product. But he packs more of his partner's products
into their own products, after adding value (added value), so that the partners' products turn out
to be their own products. Example: tour packages, just try to pay attention, the elements of the
tour package that they sell, all the products belonging to the partner company.

A tour package is the product of packaging from a number of products from tourism industry
groups, then offered in one price (All inclusive), claiming to be the BPW product itself. So, the
product mix (Product Mix) is used as raw material (Raw Materials) to arrange the desired tour
package.

What are the differences in principles between tourism industry products and BPW? from the
description above it is clear to us that tourism industry products (Product Mix) are the raw material
for BPW to arrange a tour package. After being compiled by including added value, then the price
is set, then the results become BPW's own products that are ready to be offered to prospective
tourists. According to Kotler (1984: 463) quoted by Victor T. C. Middleton (1988: 82) said that,
actually the BPW product consists of three levels, namely:

1. Core Product
 This product is a service or benefit provided to satisfy the needs of the target market
(tourists) that have been identified.

2. The Tangible Product

Tangible Product is a special offer made in order to sell (something) by emphasizing that
tourists will receive it in return for the money that they have paid. In this sense, Victor T. C.
Middleton (1988: 83) is an intangible product in the form of services to be received by
tourists according to their needs and desires.

3. The Augmented Product

Augmented product is all forms of added value given to tangible products offered, so
that it becomes more attractive to prospective tourists. However, all the products sold on
behalf of the BPW are all the responsibility of the BPW concerned, no longer the
responsibility of the company that actually produces the product. For example, rooms are
hotel products that are used for groups of tourists. When the tourist group arrives, the
room is not available, it is not the responsibility of the hotel, but is the responsibility of
BPW, because the BPW is associated with the hotel.

Therefore, the BPW business is sold more on the basis of trust and trust must start from
a quality product. Not only that, but also timeliness, if the product delivery time is not in
accordance with the request, then for the customer the product is no longer useful.

2.4. Characteristics of Tourism Industry Products

The marketing of tourism industry products is far more complex in nature than marketing
manufacturing companies' products which are generally shaped or tangible. Therefore, before
marketing tourism industry products, a seller must understand and understand the true nature and
character of the product to be offered to buyers (tourists).

The following are differences in principles that are the characteristics of tourism industry
products, so the marketing methods are also somewhat different. 2.4.1 Tourism is a service

a) Sales transactions do not result in the transfer of ownership rights.

In tangible goods, sales result in the transfer of ownership and goods can be moved
from the seller's warehouse to the buyer's house. With the exception of after sales
services, the relationship between the seller and the buyer is considered complete when
the transaction has been carried out.

Conversely, the occupancy between sellers and tourists is a bit complex. Tourists
when consuming or using tourism industry products that they have bought depend on
the seller.

b) The time to produce and consume takes place at the same time.
 Basically tourism industry products cannot be produced long before the purchase is
made. New tourism industry products will be produced if there are clear requests or
buyers. If tourists want to buy it must come directly to the place where the product is
produced.

c) Products The tourism industry cannot be touched or tried before making a purchase.

For tangible products buyers can usually touch or feel and even try it before making a
purchase. For tourism industry products it cannot be done. Prospective tourists can only
see in the form of brochures, leaflets, booklets or films through videos made specifically for
promotion.

2.4.2 Fragmented Supply vs. Composite Demand

Tour packages consist of at least 2 elements such as transportation and hotel

accommodation. If there are 3 elements, transportation, hotel, and local tour or All Inclusive
Tour, one package is in one price, while each element with one another is separate, either
location, owner or function.

Definition of Fragmented Supply vs. Composite Demand can be interpreted as a separate

product supply, while prospective buyers want to buy in the form of an item, or a package
that is intact. For example, tour package "JAKARTA BANGKOK-HONGKONG SINGAPORE TOUR."

Here is the role of Tour Operators in the tourism industry, it acts as an intermediary,
between tourists on the one hand and tourism industry companies on the other as sellers.

2.4.3 Travel Motivations are Heterogeneous

Everyone travels with different motivations. There is a motivation that is rational and some
are not rational.

Motivation is more influenced by desire (desire) or hope (expectation) that will be

achieved when participating in the tour. sometimes rational motivation can be defeated by
irrational elements. Depending on the person, like someone buying a car, some buy it just to
compete with their neighbors.

2.4.4 The Dominant Role of Travel Intermediaries

The intermediary tourism business in sales (Sales Intermediaries such as Travel Agents,
Tour Operators, Reservation Services, Hotel and Charter Brokers, Cooperative Travel
Organizations) is a Channel Captain in marketing tourism industry products and its role is very
decisive.

Without the help of intermediaries, it can be said that marketing products of companies
that belong to the tourism industry group is difficult to do.

2.4.5 Complementary of Tourist Services

 The companies that provide services to tourists are located one by one far apart and
scattered inside and outside the country. In addition to its remote location, the functions and
uses of each product are different for tourists.

But one thing we need to know, the products of each company are only of high value if one
company's products are combined with other products that have a higher value for consumers
who use it like tourists. For example a tour package must consist of a combination:
transportation, accommodation, restaurants, tourist objects and attractions.

2.4.6 The Role of Official Organizations in Tourism Marketing

Because of the nature and character of tourism industry products that are far different
from the products manufactured by companies usually, especially with characters:
"Fragmentation of supply, tourism services, the predominance of small and medium sized
enterprises and the importance of tourism in many economics, hence it is natural for the
government to participate in the success of tourism marketing.

This is where the importance of the role of tourism organizations, whether at the national
level, in the regions, whether government or private organizations must intervene to succeed
marketing activities both at the regional and national levels.

2.4.7 Perishable Product

Perishable, meaning fast damage, such as fish, fruits, or flowers, even if it is not used for a
long time or is used, it will be damaged and not useful or no longer used, so that it will cause
losses.

Actually the condition of rapid damage does not occur in tourism industry products, but
can occur in one product of the supplier or tourism industry company.

2.4.8 No Transfer of Ownership

In the sale or transaction of tourism industry products there is no transfer of ownership

rights, such as in transactions of tangible goods produced by manufacturing companies.

2.4.9 Production and Consumption Take Place in the same time

That is, the production and consumption process falls at the same time. So between
service providers and service recipients the distance is very close. In other words, without the
presence of consumers it is impossible for the production process to be carried out.

For example, to implement a tour package tour package that has been purchased by
prospective tourists, it must be with the help of the BPW who sells it. It is not possible to do it
alone by the buyer, but must be accompanied by a Tour Leader appointed by BPW to bring a
group of tourists in accordance with the available Tour Itinerary.

2.4.10 The Dichotomy Between Suppliers Providing Product Components and Customers Buying
‘complete packages of experience '
 There is a dichotomy between products provided by suppliers and tour packages packaged
by a BPW. As we know, BPW packaged products to be used as tour packages come from
different companies in:

 Types, types and quality of products produced

 Functions and benefits for prospective tourists
 Management and ownership
 Brand or logo
 Location and distance of the company from consumers

All of them must be packaged in the form of tour packages with BPW's own brand or logo;
while on the other hand, each company as a supplier continues to promote its own products
by using its own flag as well.

So there is confusion from the viewpoint of prospective tourists that can result in doubts
about consumers to make purchases. Therefore, in selling tour packages, a BPW must add
more trust so that consumers do not hesitate to make decisions, buy or not buy on a BPW.

CHAPTER III

COVER

3.1. CONCLUSION

There are so many sectors related to tourism activities as an industry. According to Robert
Christiemill and Alais M. Morrison (1985) in his book entitled The Tourism System, An Introductory
Text (p. Xvii) follows: "Tourism as an industry is a symptom that is difficult to explain. We can
misinterpret tourism as an industry. The real idea of using the term 'tourism industry' is actually to
provide a unified idea of tourism, so that its impression seen from a political and economic
perspective will be more interesting, especially to convince people that tourism has a positive
impact on the economy. "

Tourism as an industry is given only to describe what tourism really is, thus providing clear
understanding. So the real idea of giving the term "Tourism Industry" is more aimed at giving
political and economic appeal. One of the strengths of tourism is nothing but its influence on the
economy and the multiplier effects it causes on tourist attraction (DTW) visited by tourists.

The tourism industry products are raw materials for the Travel Agency (BPW) companies as
planners and tour operators to arrange package tours which are then offered or marketed to
prospective tourists.

The final product of the tourism industry is nothing but a collection of various products
produced by companies that provide services directly to tourists when traveling.

According to Victor T. C. Middleton (1988: 79) in his book entitled marketing in travel &
tourism said that the component of total tourism products as an industry, especially when viewed
from the side of tourists who want to visit a DTW. There are five main components which are the
total tourism industry products, each of which are: Destination attractions, Destination Facilities
and Servicse, Accessibility of destination, image of the destination, and Price to the consumers.

BPW is a company that earns income and profits by offering and selling products and services
provided to its customers. As a tour operator, the main product of a BPW is none other than a tour
package (Tour Packages) which are organized and organized at their own risk.

According to Kotler (1984: 463) quoted by Victor T. C. Middleton (1988: 82) said that, actually
the BPW product consists of three levels, namely: Core Product; The Tangible Product; The
Augmented Product.

The marketing of tourism industry products is far more complex in nature than marketing
manufacturing companies' products which are generally shaped or tangible. Therefore, before
marketing tourism industry products, a seller must understand and understand the true nature and
character of the product to be offered to buyers (tourists).

The following are differences in principles that are the characteristics of tourism industry
products: Tourism is a service; Fragmented Supply vs. Composite Demand; Travel Motivations are
Heterogeneous; The Dominant Role of Travel Intermediaries; Complementary of Tourist Services;
The Role of Official Organizations in Tourism Marketing; Perishable Product; No Transfer of
Ownership; Production and Consumption Take Place in the Same Time; The Dichotomy Between
Product Components and Customers Buying Providers ‘complete packages of experience '.
BIBLIOGRAPHY

Yoeti, Oka A (2006), Tour and Travel Marketing, PT Pradnya Paramita, Jakarta