Cambridge UP, Schulbücher, Cambridge International AS and A Level Travel and Tourism Coursebook with Digital Access (2 Y...

How to use this series How to use this book Introduction Introduction to command words Unit 1 Travel and tourism themes and concepts 1.0 Introduction 1.1 The changing nature of travel and tourism: Reasons people travel Types of tourism The changing structure of the travel and tourism industry Travel and tourism destinations: Types of destination The changing appeal of destinations to different external customer types Changes in travel choices 1.3 Trends in travel and tourism: Changing global tourism flows 1.4 The growth of sustainable tourism: Sustainable tourism meanings Reasons for the growth of sustainable tourism 1.5 Sustainable tourism in practice: the growth of ecotourism Ecotourism products and services Responsible and ethical tourism behaviours and practices Sustainably managing tourism facilities Impacts and attitudes 1.6 Customer service in travel and tourism: Providing customer service in travel and tourism The importance of quality customer service Ways of assessing customer service quality in travel and tourism Unit 2 Planning and managing a travel and tourism event 2.0 Introduction: A virtual world Planning and managing your own event 2.1 Working in a team: Overview of team working 2.2 Choosing your event: Feasibility studies and the areas to consider Investigative methods SWOT analysis Risk assessment Contingency planning Financial and accounting methods Approvals and legal considerations Data protection Explaining your choice of event and producing a mission statement 2.3 Producing a business plan for your travel and tourism event: Business plan Timescales and planning SMART Goals Ways to monitor and evaluate the event 2.4 Preparing for the event: Formal letter and email writing Preparation of financial accounts and collecting payments Safety Data protection and online security Forms of marketing Itinerary design 2.5 Running the event: Time keeping Customer care and feedback Problem solving Evidence of the event 2.6 Evaluation and recommendations: Techniques to evaluate the event Evaluation of the team Personal reflection and self-evaluation Ways of improving planning, preparing and running the event Unit 3 Destination Marketing 3.0 Introduction 3.1 Defining the tourism market: Market research and analysis The aims of market research and market analysis Market research methods Market analysis tools and techniques Market segmentation Visitor profiling Product positioning Review of the marketing mix 3.2 Building a destination brand: Reasons for branding a destination Characteristics of an effective destination brand Creating a brand identity Strategies for launching the brand 3.3 Communicating the destination brand: Interdependent stakeholders in the destination branding process Communication methods used to raise awareness of the destination's brand identity Considerations for selection of communication methods Different media used to communicate the destination's brand identity 3.4 Challenges in branding destinations: Branding challenges 3.5 Monitoring the effectiveness of the destination brand: Methods used to monitor the effectiveness of the brand Monitoring resources invested and the results of marketing activities Key performance indicators (KPIs) / measures of success Unit 4 Destination development and management 4.0 Introduction 4.1 Organisations involved in destination management, their roles and priorities: Governments, ministries and National Tourism Organisations Local authorities and regional tourism organisations Non-governmental organisations (NGOs) Commercial organisations Destination Management Companies 4.2 Destination management: Destination management activities Objectives of tourism development and management 4.3 Impacts of tourism: Economic impacts Environmental impacts Sociocultural impacts Preparing for Assessment Index Glossary Acknowledgements.