CONTENT

O/  Tourism Management

O/  Tourism Marketing



                                              TOURISM

                                             MANAGEMENT

O/   Science

  l     Focus on controlling patterns

  l     Scientific methods

O/   Theory

  l     Process of practising control activities  and knowledge ( continuous process of planning,
  organizing, decision-making, motivating, communicating and  checking)

O/   Structure

  l     Organization scheme

                                         TOURISM MANAGEMENT

O/  International level

  l    International organizations

    *   WTO

    *   European Travel Commission, etc.

O/  National level

  l    National Tourism Administration (NTA)

  l    National Tourism Organization

O/  Regional/local level

  l    Destination Management Company (DMC)

                             National Tourism administration structures

                                  NATIONAL TOURISM ADMINISTRATION

O/  Ministry and Department

O/  Function -- goals:

  l    policy

  l    planning issues

  l    development

  l    regulation and controls;

  l    education and training

  l    consumer and national heritage protection

  l    monitoring

                                   NATIONAL TOURISM ORGANIZATION

O/    Executive agency of NTAs

O/    Statue:

  l     Public

  l     Semi-public

  l     Private

O/    Public Private Partnership (PPP)

  l     Cooperation

  l     Coordination

O/    Main activities:

  l     Marketing

  l     Promotion

  l     Monitoring

                                   DESTINATION MANAGEMENT COMPANY

= association of "stakeholders" (municipal authorities, small businesses or their representatives,
tourist information centres, regional development agencies, etc.)

O/  Mission

  l    To provide the coordination of the long-run sustainable tourism development in a region and
  so to increase its competitiveness as a destination in target markets.

                                       DESTINATION MANAGEMENT

= a set of techniques, tools and actions used to cooperate in planning, organizing, communicating,
decision-making and regulating tourism in a given destination.

O/  4 cooperative function:

  l    Planning function

  l    Supply function

  l    Marketing function

  l    Interest promoting function

                                       DESTINATION MANAGEMENT
                                      (Cooperative functions)

O/   Planning function

  l     Cooperation between involved organizations and influence on tourism goals defining

  l     competitive analysis

  l     Selecting Strategy

  l     Implementation of the strategy

O/   Supply function

  l     Providing public products and services

  l     Supply coordination and packaging

  l     Inventing new products

  l     Quality check

                                       DESTINATION MANAGEMENT
                                      (Cooperative functions)

O/   Marketing function

  l     Destination marketing strategy

  l     Image and brand (logo) take-care

  l     Marketing mix (5P)

  l     Information system

O/   Interest promoting function

  l     Residents' sensitiveness to tourism

  l     Coordination of interests within tourism

  l     Representing tourist interests to public and authorities

                                             MARKETING

= one of the managements' tools

O/   Definition:

= a social and management process within individuals and groups obtain what they need/want by means
of creating and exchanging products and money with each other.

= a process of accomplishment company's targets based on ensuring needs of the target market and
satisfying these needs in a better way than competitors.

                                             MARKETING

O/  Unique characteristics:

  l    Tourism supply

    *   The supply of tourism services cannot be changed rapidly in response to changes in demand.

  l    Tourism demand

    *   Tourism demand is highly elastic.

  l    Tourism product

    *   The tourism product is a combination of many different services.

                                   NATIONAL TOURISM ORGANIZATION

O/    Marketing activities:

  l     Marketing and promotion of the nation, ensuring its tourism competitiveness and market share
  of visitors among other destinations within its region;

  l     Encouraging private sector support and cooperation in promotional activities and
  participating in shaping national tourism policies and practices;

  l     Representing its country in trade and consumer shows and expositions;

  l     Producing and distributing brochures, videos, and other marketing materials;

  l     Promoting and producing special events;

  l     Performing or contracting for market research and analysis;

  l     Maintaining overseas tourism information offices;

  l     Providing central information and reservation system.

                                   DESTINATION MANAGEMENT COMPANY

O/    Marketing activities:

  l     Marketing and promotion of the destination (image, brand, logo), ensuring its tourism
  competitiveness and market share of visitors among other destinations within its region;

  l     Encouraging cooperation between all participants (private and public);

  l     Representing its destination in trade and consumer shows and expositions;

  l     Producing and distributing brochures, videos, and other marketing materials;

  l     Promoting and producing special events;

  l     Performing or contracting for market research and analysis;

  l     Maintaining tourism information offices.

                                       Image, logo and motto

                                         TOURISM PROMOTION

O/  Promotion of the Czech Republic

O/  Promotion of the Hodoninsko-Kyjovsko-Veselovsko region

                                               ESSAY

O/  Topic:

   Should Government Support Tourism?



O/  Extent: 500-800 words

O/  Spacing: one and an half

O/  Deadline: 12th December 2005

O/  Email: holesinska@econ.muni.cz

                                              THE END