Research Project
Students need to research current issues in tourism (including COVID-19 as it relates to tourism) and the topic is-
Tourism
& Technology
You are expected to research updated tourism information (2016 and above) related to one of the above listed topics on
recent policy changes, interesting stories/phenomena, and trends/features.
Purpose:
- Allow students to conduct research in the field of tourism, analyze information and draw conclusions.
- Allow students to identify key research issues in the field tourism.
Expectations:
- Students need to focus on articles (academic or trade) that are recent (2016 and above).
Every group member needs to research two articles. The source could be any, other than the textbook, such as academic journals, travel newspapers, magazines, internet, and books.
students are
expected to express their personal views of the articles
they researched. In addition, students are expected to convey in the discussion section
how concepts learned in the course have helped them to relate better to topics specified in the researched articles; students need to link/relate information from the articles to concepts/theories learned in the course. Please make sure to reference the book; in-text citation and quotation citation need to be in APA format
Tourism: The Business of Hospitality and Travel Tourism The Business of Hospitality and Travel Sixth Edition Roy A. Cook Fort Lewis College, Professor Emeritus Cathy H. C. Hsu The Hong Kong Polytechnic University, Chair Professor Lorraine L. Taylor Fort Lewis College, Assistant Professor 330 Hudson Street, NY, NY 10013 A01_COOK4488_06_SE_FM.indd 1 08/03/17 10:44 AM Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on the appropriate page within the text. Copyright © 2018, 2014, 2010 by Pearson, Inc. All rights reserved. Manufactured in the United States of America. This publication is protected by Copyright, and permission should be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical, photocopying, recording, or likewise. To obtain permission(s) to use material from this work, please submit a written request to Pearson, Inc., Permissions Department, One Lake Street, Upper Saddle River, New Jersey 07458, or you may fax your request to 201-236-3290. Many of the designations by manufacturers and sellers to distinguish their products are claimed as trademarks. Where those designations appear in this book, and the publisher was aware of a trademark claim, the designations have been printed in initial caps or all caps. Library of Congress Cataloging-in-Publication Data Names: Cook, Roy A., author. | Hsu, Cathy H. C., author. | Taylor, Lorraine L. author. Title: Tourism : the business of hospitality and travel / Roy A. Cook, Fort Lewis College, Professor Emeritus, Cathy H. C. Hsu, The Hong Kong Polytechnic University Professor, Lorraine L. Taylor, Fort Lewis College, Assistant Professor. Description: Sixth edition. | Boston : Pearson, 2018. | Includes bibliographical references and index. Identifiers: LCCN 2016057377 | ISBN 9780134484488 | ISBN 0134484487 Subjects: LCSH: Tourism. Classification: LCC G155.A1 C674 2018 | DDC 910.68—dc23 LC record available at https://lccn.loc.gov/2016057377 Vice President, Portfolio Management: Andrew Gilfillan Portfolio Manager: Pamela Chirls Editorial Assistant: Lara Dimmick Development Editor: Melissa Mashburn Senior Vice President, Marketing: David Gesell Marketing Coordinator: Elizabeth MacKenzie-Lamb Director, Digital Studio and Content Production: Brian Hyland Managing Producer: Cynthia Zonneveld Managing Producer: Jennifer Sargunar Content Producer: Rinki Kaur Manager, Rights Management: Johanna Burke Manufacturing Buyer: Deidra Smith Full-Service Project Manager: Anju Joshi, Cenveo® Publishers Services Cover Design: Studio Montage Cover Photos: Matej Hudovernik/Shutterstock; Leungchopan/123RF Composition: Cenveo® Publishers Services Printer/Binder: LSC Communications, Inc. Cover Printer: Phoenix Color/Hagerstown Text Font: Sabon LT Pro ISBN 10: 0134484487 ISBN 13: 9780134484488 A01_COOK4488_06_SE_FM.indd 2 10/03/17 4:13 PM https://lccn.loc.gov/2016057377 Dedication To my wife, Gwen, who continues to support and encourage me in the completion of all my writing endeavors. Roy To my husband, Thomas Sun, for his TLC and support. Cathy To my parents, Robert and Harriet, from whom I inherited an insatiable sense of wanderlust. Lorraine A01_COOK4488_06_SE_FM.indd 3 06/03/17 9:53 am iv Preface x Acknowledgments xiii About the Authors xiv PART 1 The Traveling Public and Tourism Promoters 1 1 INTRODUCING THE WORLD’S LARGEST INDUSTRY, TOURISM 2 Learning Objectives 2 Chapter Outline 2 Could a Career in Tourism Be in Your Future? 3 Introduction 4 Services and Tourism 4 What Is Tourism? 5 A Tourism Model 6 The History of Travel and Tourism 8 The Empire Era 8 The Middle Ages and the Renaissance Era 10 The Grand Tour Era 11 The Mobility Era 12 The Modern Era 12 Bringing Tourism into Focus 14 Geography Describes the Traveler’s World 15 Maps 16 Reading Maps 17 Indexes and Locators 19 Scales 19 Legends 19 Physical Geography 20 Landforms and Vegetation 21 Water 21 Climate and Seasons 21 Human Geography 23 Regional Geography 24 Studying Tourism from Business Perspectives 25 Marketing 25 Management 26 Finance 27 Tourism’s Challenges and Opportunities 29 Where Do You Fit in? 31 Topics Covered in Each Chapter 31 Summary 32 You Decide 32 Net Tour 32 Discussion Questions 33 Applying the Concepts 33 Glossary 33 References 34 2 MARKETING TO THE TRAVELING PUBLIC 35 Learning Objectives 35 Chapter Outline 35 A Ride on the Wild Side! 36 Introduction 36 Decisions, Decisions, Decisions 37 Information Seeking 39 It’s All in the Details 40 Foundations for Understanding Tourist Motivations 41 Push and Pull Motivations 41 Maslow’s Hierarchy of Needs 42 The Travel Career Patterns 44 The Psychocentric–Allocentric Model 44 Segmenting the Tourism Market 47 Geographic Segmentation 48 Demographic Segmentation 49 Psychographic Segmentation 49 Product-Related Segmentation 50 Putting Segmentation Knowledge to Work 51 Specialized Tourist Segments 54 Business and Professional Travelers 54 Incentive Travelers 56 SMERFs 56 Mature Travelers 57 Special-Interest Travelers 59 Delivering High-Quality Service 61 CONTENTS A01_COOK4488_06_SE_FM.indd 4 06/03/17 9:53 am Contents v Summary 62 You Decide 62 Net Tour 62 Discussion Questions 63 Applying the Concepts 63 Glossary 63 References 64 3 DELIVERING QUALITY TOURISM SERVICES 66 Learning Objectives 66 Chapter Outline 66 All’s Well That Ends Well? 67 Introduction 68 Quality 69 Defining Quality 69 Quality Differences 71 Service Encounters 71 Service Quality Model 73 Quality and Customer Satisfaction 76 Human Resources: The Key to High-Quality Service 77 Bringing Employees into the Organization 78 Working with Organized Labor 79 Setting the Stage for Peak Performance 79 Achieving and Maintaining Peak Performance 79 Anticipating and Meeting Guest Needs 80 Building Service Teams 81 Service Mistakes 82 Mistakes Happen 83 Be a Can-Do Problem Solver 84 Service Guarantees 85 Summary 87 You Decide 87 Net Tour 87 Discussion Questions 88 Applying the Concepts 88 Glossary 88 References 89 4 BRINGING TRAVELERS AND TOURISM SERVICE SUPPLIERS TOGETHER 90 Learning Objectives 90 Chapter Outline 90 One Stop Does It All! 91 Introduction 92 Serving Traveler Needs 92 Why Use Intermediaries? 94 One-Level (Direct) Distribution Channels 94 Two-Level Distribution Channels 95 Travel Agencies 96 Three-Level Distribution Channels 100 Tour Operators 100 Tours 101 Consolidators and Travel Clubs 103 Event Planners 103 Tapping the Power of Multiple Distribution 107 Tourism Boards and Other Intermediaries 108 Selling Adds a Personal Touch 109 Acquiring Product Knowledge 110 Approaching the Client 110 Qualifying the Client 110 Making the Sales Presentation 110 Closing the Sale 111 Following Up 111 Building Relationships 112 Summary 112 You Decide 112 Net Tour 113 Discussion Questions 113 Applying the Concepts 113 Glossary 114 References 115 5 CAPTURING TECHNOLOGY’S COMPETITIVE ADVANTAGES 116 Learning Objectives 116 Chapter Outline 116 Staying on the Cutting Edge 117 Introduction 118 Improving Operating Efficiency and Effectiveness 119 Management Information Systems 119 Point-of-Sale Systems 120 Property Management Systems 121 Providing Customer Convenience and Enhancing Service 122 Changing Communication and Distribution Channels 124 A01_COOK4488_06_SE_FM.indd 5 06/03/17 9:53 am vi Contents Internet and Travel Product Distribution 125 Internet-Based Distribution for Hotels 126 Internet as a Travel Tool 127 The Power of User-Generated Content 128 Improving Profitability 129 Operational Considerations 130 Revenue Management in Practice 130 Summary 132 You Decide 133 Net Tour 133 Discussion Questions 134 Applying the Concepts 134 Glossary 134 References 135 Integrative Cases 136 Whose Money Is It? 137 Measuring and Managing Employee Turnover at Tastee Max Restaurants 138 Boss or Friend 144 100% Satisfaction Guaranteed 147 PART 2 Tourism Service Suppliers 148 6 TRANSPORTATION 149 Learning Objectives 149 Chapter Outline 149 The Graduation Gift 150 Introduction 151 Surface Transportation 153 Plying the Waves 153 Riding the Rails 154 Canada and the United States Follow Similar Tracks for Rail Service 155 Asian and European Rail Service Blazes Ahead 156 Scenic Railroads 157 Cruising the Highways and Byways 158 Automobiles 158 Motorcoaches 161 Important Transportation Links 163 Soaring Through the Skies 164 Operating in a Deregulated Environment 165 Decoding the Language of the Airline World 169 Airports 170 Summary 171 You Decide 172 Net Tour 172 Discussion Questions 172 Applying the Concepts 172 Glossary 173 References 174 7 ACCOMMODATIONS 175 Learning Objectives 175 Chapter Outline 175 Expect the Unexpected 176 Introduction 177 Oh, So Many Choices! 177 No Two Are Exactly Alike 178 Living Like a Local 180 Same Time, Same Place? 181 Living, Learning, and Leisure 183 Enjoying the Great Outdoors 183 Rooms, Rooms, and More 184 Making Sense of Classifications and Ratings Systems 186 Lodging Lexicon 188 Operating Structures 188 Going It Alone 189 Franchising 190 Management Contracts 191 Chain Operations 191 Strength in Numbers 192 It All Begins with Marketing 192 Providing a Home Away from Home 192 Organizing for Success 193 Meeting Guests’ Needs 194 Achieving Profitable Operations 196 Summary 198 You Decide 199 Net Tour 199 Discussion Questions 199 Applying the Concepts 200 Glossary 200 References 201 8 FOOD AND BEVERAGE 202 Learning Objectives 202 Chapter Outline 202 A01_COOK4488_06_SE_FM.indd 6 06/03/17 9:53 am Contents vii Sometimes It’s More Difficult Than It Seems 203 Introduction 204 Major Influences on the Development of Food and Beverage Services 204 Travel and Discovery 204 Science and Technology 205 Building a Culinary Heritage 206 The Beginnings of Modern Foodservice Practices 206 Planning to Meet Guest Expectations 207 It All Comes Down to Rhythm, Timing, and Flow 210 Adding Value to Food and Beverage Experiences 211 From Ten to Ten Thousand 213 Building Profitable Operations 214 Balancing Payroll Costs with Productivity 215 Food Quality and Food Costs Are the Results of Effective Purchasing 216 An Ounce of Prevention Is Worth a Pound of Cure 217 Beverages 219 Beverage Operations 219 Keeping Spirits Under Control 220 Coffee, Tea, Or? 221 Summary 221 You Decide 222 Net Tour 222 Discussion Questions 222 Applying the Concepts 222 Glossary 223 References 223 9 ATTRACTIONS AND ENTERTAINMENT 225 Learning Objectives 225 Chapter Outline 225 So Many Things to Do and So Little Time 226 Introduction 227 A World of Opportunities 228 Foundations for Understanding Attractions and Entertainment 229 Heritage Attractions 231 Museums and Historical Sites 231 Zoos and Aquariums 232 Parks and Preserves 233 Fairs and Festivals 235 Commercial Attractions 238 Amusement Parks 238 Theme Parks 239 Gaming 240 Gaming Segments 241 Place Your Bets 243 Shopping 244 Live Entertainment 246 Sporting Activities 246 The Performing Arts 247 Summary 248 You Decide 249 Net Tour 249 Discussion Questions 249 Applying the Concepts 249 Glossary 250 References 250 10 DESTINATIONS 252 Learning Objectives 252 Chapter Outline 252 Dreams Can Come True 253 Introduction 254 From Resorts to Urban Destinations 255 Classifying Destinations 255 Far from the Maddening Crowd 258 Links to the Past 259 Seasonal Delights 260 Spotlight on Sporting Activities 261 Snow Holiday Resorts 261 Golf Resorts 262 Year-Round Playgrounds 264 Spas 264 Cruise Ships 265 Casino Resorts 272 Integrated Resorts 273 Bright Lights and City Sights 273 Building on Success 274 Summary 275 You Decide 275 A01_COOK4488_06_SE_FM.indd 7 06/03/17 9:53 am viii Contents Net Tour 275 Discussion Questions 276 Applying the Concepts 276 Glossary 276 References 277 Integrated Cases 278 Flying the Competitive Skies: