Chapter 1 Introduction to Tourism Marketing. Investigation of of Tourism Marketing Survey. Environment of Tourism Marketing

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1 Chapter 1 Introduction to Tourism Marketing Chapter 2 Investigation of of Tourism Marketing Survey Chapter 3 Chapter 4 Chapter 5 Chapter 6 Chapter 7 Chapter 8 Chapter 9 Chapter 10 Chapter 11 Environment of Tourism Marketing Impacted Factors of Tourist Behaviors Tourist Behavior Modes and Decision-Making Evaluation Segmentation of Tourism Marketing Policies of Tourism Product Policies of Tourism Price Channels of Tourism Distribution Policies of Tourism Marketing Management of Tourism Marketing

2 Chapter 9: Channels of Tourism Distribution Objectives Summary Key concepts Exercises

3 Objectives To master concept, function and mode of tourist sailing channels To learn to analyze tourist distribution channels and their decision factors To understand types, features, meanings and check of tourist middlemen

4 Section 1: Outline of Tourism Sailing Channels Section 2: Channels of Tourism Distribution Section 3: Tourism Middlemen

5 Section 1: Outline of Tourism Sailing Channels Concept of Tourism Sailing Channels

6 Tourism Intermediaries Economic Interest Tourist Enterprise Tourist Enterprise Tourist Enterprise Bargaining Times: 9 times Traveler Traveler Traveler Tourist Enterprise Tourist Enterprise Tourist Enterprise Tourist Media Bargaining Times: 3+3=6 times Traveler Traveler Traveler

7 Existence Necessity of Tourism Intermediaries To increase sailing effectiveness To increase economic benefit To get market information

8 Section 1: Outline of tourism sale-channels Concept of Tourism Sailing Channels Function of Tourism Sailing Channels

9 Other assisting activities To consult and help buying To issue information of tourist product To supply convenient sailing internet Function of Tourism Sailing Channels

10 Section 1: Outline of Tourism Sailing Channels Concept of Tourism Sailing Channels Function of Tourism Sailing Channels Types of Tourism Sailing Channels

11 Zero-level Channel One-level Channel Two-level Channel Multi-level Channel Direct Sailing Channels Indirect Sailing Channels Types of Tourism Sailing Channels

12 Types of Tourism Sailing Channels Tourist Enterprise Tourist Air Company Tourist Lodging Company Tourist Eating Company Tourist Transportation Company Tourist Company of Natural Resources Tourist Company of Cultural Resources Tourist Recreation Company Tourist Leisure Resort Other Tourist Company shopkeeper shopkeeper Tourist Middleman 0-level Channel 1-level Channel shopkeeper 2-level Channel 3-level Channel wholesaler wholesaler agent Tourist Need Individual/Packa ge Traveler Individual/Packa ge Traveler Individual/Packa ge Traveler Individual/Packa ge Traveler

13 Section 1: Outline of Tourism Sailing Channels Concept of Tourism Sailing Channels Function of Tourism Sailing Channels Types of Tourism Sailing Channels Efficiency Evaluation of Sailing Channels

14 Indexes of Tourism Sailing Channels Quality Index Relationship quality between member of promotion channels degree of relationship and cooperation between members harmony degree conflict size restriction ability for channels marketing ability of promotion channel service ability for travelers feedback ability for market information ability of meeting emergency enthusiasm for promoting product index of sailing Quantity Index amount of sailing about own enterprise and competitor amount of sailing and finishing rate satisfaction rage of travelers time period of promoting product index of fee fee of running/traveler fee of management/traveler fee of media/traveler

15 实例 Case 德国旅游业竞争激烈而有序 更多实例

16 相关链接 Correlative Link 重视宣传促销拓展销售渠道 更多链接

17 Section 1: Outline of Tourism Sailing Channels Section 2: Channels of Tourism Distribution

18 Section 2: Channels of Tourism Distribution Influencing Factors of Tourism Distribution Channels Decision Factor of Tourist Product Factor of Tourist Market Factor of Tourist Enterprise Factor of National Policy Factors of Tourist Cost Factor of Tourist Controlling Factors of Tourist Service

19 Section 2: Channels of tourism distribution Influencing Factors of Tourism Distribution Channels Decision Policies of Tourism Distribution Channels Long Channels and Short channels

20 Comparison of Long Channels and Short Channels Term Short Channels Long Channels Market Product enterprises Relatively centralized for origin market large amount of burying relatively high price new tourist lines product for special service powerful strength and high quality of marketer rich capital and enough finance Increasing benefit could equalize fee of sailing disperse for origin market small amount of buying low cost of price regular lines product with no special service week ability of sailing lack of capital and not enough finance Increasing revenue could not equalize fee of sailing

21 Section 2: Channels of tourism distribution Influencing Factors of Tourism Distribution Channels Decision Policies of Tourism Distribution Channels Long Channels and Short Channels Wide Channels and Narrow channels

22 Comparison of Long Channels and Short Channels Items densen ess distrib ution selectio n distrib ution unique distrib ution largest amoun t of sailing lowest cost best reputa tion Power ful contro l highest rate of sailing lowest conflict highest degree of cooperatio n

23 Section 2: Channels of Tourism Distribution Influencing Factors of Tourism Distribution Channels Decision Policies of Tourism Distribution Channels Policy Rules of Distribution Channels Economic Interest Rule Convenience Purchase Rule

24 Section 2: Channels of tourism distribution Influencing Factors of Tourism Distribution Channels Decision Policies of Tourism Distribution Channels Policy Rules of Distribution Channels Conversion from Long, Narrow Channels to Short, Wide channels

25 Short Sailing Channels, Wide Sailing Channels supplier general agent general dealer 1-Level wholesaler 2-Level wholesaler shopkeeper traveler

26 Short Sailing Channel, Wide Sailing Channels travele r dealer dealer travele r travele r dealer supplie r dealer travele r dealer dealer travele r travele r

27 实例 Case 美国旅行社的现代经营管理模式 更多实例

28 相关链接 Correlative Link 航空旅游分销面临变革 更多链接

29 Section 1: Outline of Tourism Sailing Channels Section 2: Channels of Tourism Distribution Section 3: Tourism Middlemen

30 Section 3: Tourism Middlemen Types of Tourism Middlemen Tourist agent Tourist wholesaler Special go-between Hotel sailing representative Regional tourist agency Hotel Pool & Computer Reservation System Air Reservation System Internet Supplier E-system of Traveler

31 Section 3: Tourism Middlemen Types of Tourism Middlemen Characteristics of Tourism Middlemen

32 Section 3: Tourism Middlemen Types of Tourism Middlemen Characteristics of Tourism Middlemen Significance of Tourism Middlemen Management

33 Section 3: Tourism middlemen Types of Tourism Middlemen Characteristics of Tourism Middlemen Significance of Tourism Middlemen Management Inspiration of Tourism Middlemen

34 Distribution Planning Partnership Cooperation Inspiration of Tourism Middlemen

35 Commission Planning To develop promotion activities To support middleman by fund to supply market information To assist cooperation management

36 Section 3: Tourism Middlemen Types of Tourism Middlemen Features of Tourism Middlemen Management Significance of Tourism Middlemen Inspiration of Tourism Middlemen Check of Tourism Middlemen

37 实例 Case 网上机票超市 更多实例

38 相关链接 Correlative Link 马里奥特酒店集团成功的网络营销 更多链接

39 Objectives Summary

40 Outline of Tourism Sailing Channels Summary Channels of Tourism Distribution Tourism Middlemen

41 Objectives Summary Key concepts

42 Tourism Sailing Channels Key Concepts Channels of Tourism Distribution Tourism Middlemen

43 Objectives Summary Key concepts Exercises

44 Discussions 1 您认为科技会给接待业和旅游业的分销渠道带来哪些变化? 2 阐明国际旅游使接待业和旅游业的分销渠道发生了哪些变化? 3 生产有形产品的企业与生产服务和旅游产品的企业的营销渠道有什么主要的不同? 4 一个企业是否应该拥有过多的营销渠道成员? 请说明原因 5 阐述旅游经营商与旅行代理商的区别 6 为什么特许经营成为零售业快速发展的一种形式? 7 据世界特许经营联合会统计,30-50% 的特许经营申请人都曾在大企业工作, 后来因企业减员而失业 您认为这些企业中层行政人员将如何适应作为特许经营商的生活? 以前的工作经验对他们有何益处和害处? 8 找一个允许顾客直接在网上预订的接待业或旅游公司, 您认为什么人会在网上预订? 网站的设计有效吗? 请说明原因