Tour Operators Product

Lecturer:Dr.S.Nyaruwata
Introduction
• The tourist product
• Functions of the tour operator
• Tour operator’s product
Tourist Product: Definitions
• An amalgam of three components of attractions
and facilities at the destination and accessibility
to the destination (Burkhat&Medlik,1974)
• Complete experience from the time the tourist
leaves home to the time he returns
home(Lieper,1990. Middleton, 1994 etc)
Process of experiencing tourist product
• Anticipation stage- information search and
visualization(The Dream)
• Consummation stage-the moment of truth:
Ecstasy or horror
• Memory- the aftermath: sharing with friends,
bragging, complaining etc
Nature of the tourist product
• Intangible-not sampled: a blind purchase
• Perishable- cannot be stored
• Inseparability-consumed at source and produced
in the presence of the client
• Heterogeneous-no set standard/different
experiences
Functions of the tour operator
• Purchases products in bulk
• Combines different components of tourism into
a saleable product
• Guarantees % sales to the principal
• Markets and promotes contracted products
• Reduces risk on product suppliers
• Allows the principals to focus on service delivery
and product development
Tour operator’s product
• A wide variety of classifying the product:
• LOCATION:
Day trips-to Chinhoyi caves, Lake Chivero etc
Weekend city breaks-Paris, Johannesburg,
London, Amsterdam
Seaside/beach short breaks-Brighton, Uk,
Mediterranean coastal resorts, Beira, Durban
Tour operator’s product
• LOCATION (cont’d)
Short haul tour packages-Mainland Europe to
Mediterranean coastal areas, USA to the
Caribbean islands
Long haul tour packages-Europe to China,
Europe to Southern Africa, USA to North Africa,
Australia to South America
Location:Longhaul products
Tour operator’s product(cont’d
• LOCATION(cont’d)
Single area centred packages- 3 day package at a
tourist resort e.g. Victoria Falls, city,
London/Cape Town
Multi area-centred holiday packages-6 day tour
covering Cape Town, Kruger National Park,
Chobe National Park and Victoria Falls
Tour operator’s product(cont’d
• SEASON:
Summer sun holiday packages-Spain, Eastern
Europe, North America etc
Winter sun holiday packages- Southern Africa,
India , Australia and the Caribbean
Winter sports(skiing) packages-Europe,
(Switzerland, Germany, Italy etc) Canada
Tour operator’s product(cont’d
• ACTIVITY:
Safaris- African wildlife holiday packages-
Kenya, Zimbabwe, South Africa etc(7-14 day
itineraries-single or multi-country tours)
Adventure-various activities
Outdoor camping-different environments
Tour operator’s product(cont’d
• ACTIVITY:(cont’d)
Whitewater rafting
Canoeing
Fly/Drive packages-popular with independent
travelers who want to explore destinations being
visited
Adventure Activity
Tour operator’s product(cont’d)
• SPECIAL INTEREST:
Weddings: day venues and special destinations-
Barbados, Seychelles, Mauritius etc
Packages to include: Marriage
officer,witness,location of the ceremony,
reception and special request
Special interest: Religious:St Peter’s: Rome
Tour operator’s product(cont’d)
• SPECIAL INTEREST(cont’d)
Archaeological tours
Healthy/medical tours- spas-South Africa, India
etc
Sports tours-football to athletics
Space tours-new and highly specialized
Tour operator’s product(cont’d)
SPECIAL INTEREST(cont’d)
Incentive tour packages-corporate funded for
high achievers-very profitable but demanding
Conference and exhibitions-a growing market
which requires effective planning and logistical
organization(2013 UNWTO general Assembly
meeting)
Scientific Expeditions
The Tour Itinerary
• The tour itinerary is the basic element that tour
operators use to develop their products.
• The itinerary could cover one day and it may
cover one to months
• In the majority of long haul holidays the tour
package itinerary covers 14-21 days
The Tour Itinerary
• It is a binding contract between the customer
and the touring company
• Key elements of the itinerary
Mode of transport to be used
Type of accommodation to be used and the meal
plan
Activities to be undertaken at destination
Main contents of the itinerary
• Mode of transport to be used
• Accommodation type, type of room meal plan,
no of nights and what is excluded
• Activities at each place and the operator offering
the service
• Total cost of the package($2500)
• Terms and conditions on the package
Single country Fly drive tour itinerary
Multi-destination tour itinerary