【正文】 Unit 7 Tour Operator 旅游經(jīng)營(yíng)商 Learning objects: 學(xué)習(xí)目標(biāo) Study the characteristics of the tour operator who operates within the tourism system (Leiper’s model)學(xué)習(xí)旅游經(jīng)營(yíng)商在旅游系統(tǒng)（ Leiper 模型）中經(jīng)營(yíng)活動(dòng)的特點(diǎn) Interpret the definition of a tour operator and differentiate a tour operator and a travel agent解析旅游經(jīng)營(yíng)商的定義，區(qū)分旅游經(jīng)營(yíng)商與旅游代理有何不同 Have an idea of the operation of a tour operator in the basic structure of the travel industry了解旅游經(jīng)營(yíng)商在旅游產(chǎn)業(yè)基本結(jié)構(gòu)中的運(yùn)作方式 Learning objects: 學(xué)習(xí)目標(biāo) Appreciate the approaches of the capacity planning in the reservation of a hotel or for an airline, 能力計(jì)劃的制定方法 Understand the importance of financial evaluation and the measures that can be taken to reduce financial risks了解財(cái)務(wù)評(píng)估的重要性，以及減少財(cái)務(wù)風(fēng)險(xiǎn)的措施 Describe the marketing approaches of a tour operator and its tour management陳述旅游經(jīng)營(yíng)商的營(yíng)銷方法以及旅游管理方法 Learning objects: 學(xué)習(xí)目標(biāo) Understand who can operate as the tour wholesalers and their distribution channels了解誰(shuí)可以做旅游批發(fā)商以及旅游批發(fā)商分銷產(chǎn)品的渠道 Ability goals: 能力目標(biāo) Case study: 案例分析： 中國(guó)旅游市場(chǎng)出現(xiàn)旅游批發(fā)商 Reading Box: 閱讀分析： Tour Wholesalers in North America 北美的旅游批發(fā)商 1. Definition The tour operator, also called wholesaler in some countries, mainly functions as an anizer who bines all the ponents of a tour to make up a holiday and sells it to the public through his own pany, through retail outlets, or through approved retail travel agencies. Wholesale business 批 發(fā) 業(yè) 務(wù) 對(duì) 市 場(chǎng) 的 需求的了解和預(yù)測(cè) 大批量的訂購(gòu)旅游幾要素 把訂購(gòu)的單項(xiàng)產(chǎn)品和服務(wù)組合成不同的包價(jià)旅游線路產(chǎn)品或包價(jià)度假集合產(chǎn)品 向旅游消費(fèi)者出售 4 the independent tour operator 1 2 the airline cooperating closely with a tour wholesaling business 3 the hotel who provides package tours for its clients the operator of motor coach tours 2. The categories of tour operator 總體上可分為二大類型 獨(dú)立經(jīng)營(yíng)商 大型旅游企業(yè)所擁有的經(jīng)營(yíng)商 屬于完全的實(shí)體，并且可以隨意與任何旅游企業(yè)洽談業(yè)務(wù)的旅游經(jīng)營(yíng)商 為某一大型旅游企業(yè)所擁有的旅游經(jīng)銷商，隸屬母公司。 類型 3. Tour operator in the basic structure of the travel industry Governments, wholesalers anization transportation acmodation Other ground services Tour Operators Retail travel agent or other retail outlet public 4. Relation between tour operator and other sectors 旅游經(jīng)營(yíng)商與其他產(chǎn)業(yè)的關(guān)系 5. Operations of the tour operator 批 發(fā) 業(yè) 務(wù) 對(duì)市場(chǎng)的 需求的了解和預(yù)測(cè) 大批量訂購(gòu)旅游基本要素 把訂購(gòu)的單項(xiàng)產(chǎn)品和服務(wù)組合成不同的包價(jià)旅游線路產(chǎn)品或包價(jià)度假集合產(chǎn)品 向旅游消費(fèi)者出售 旅游經(jīng)營(yíng)商的作用 旅游者 供應(yīng)企業(yè) ； 有助于上下游企業(yè)平衡供求關(guān)系，有助于提高市場(chǎng)的銷售效率。 旅游經(jīng)營(yíng)商的價(jià)值 包價(jià)旅游的低廉花費(fèi)與個(gè)人自助旅游的劃分相比更具競(jìng)爭(zhēng)力 旅游供應(yīng)商可以針對(duì)市場(chǎng)的不同需求，設(shè)計(jì)多樣的旅游產(chǎn)品，供旅游代理商和旅游者選擇 旅游經(jīng)營(yíng)商可以提前給目的地供應(yīng)商提供未來(lái)相關(guān)信息，減小了旅游目的地的經(jīng)營(yíng)風(fēng)險(xiǎn) 旅游代理商仍然是旅游代理商銷售旅游產(chǎn)品的主要渠道 設(shè)計(jì)和生產(chǎn)旅游產(chǎn)品 定購(gòu)一定數(shù)量客房 設(shè)計(jì)和生產(chǎn)包價(jià)旅游產(chǎn)品 旅游者 定購(gòu)一定數(shù)量飛機(jī)票、火車票 旅游經(jīng)營(yíng)商生產(chǎn)流程 與旅游企業(yè)和旅行社簽訂合同 Last Modified: 2004兺06懍14粧 10:16 湰屃 旅游者 一次性付費(fèi) 旅游經(jīng)營(yíng)商 分配 旅游飯店 旅游交通 旅游景點(diǎn) 其他旅行社 經(jīng)濟(jì)利益分配 Horizontal integration occurs when firms attain a higher level of consolidation or control within their own sector Vertical integration occurs when a firm obtains greater control over elements of the product chain outside its own sector. 6. Integration of the tour operator VERTICAL BACKWARD INTEGRATION Gain control over pany that manufactures HORIZONTAL INTEGRATION Establish adventure tourism tour operator subsidiary HORIZONTAL INTEGRATION Acquire controlling interest in another tour operator Gain control over chain of travel agents VERTICAL FORWARD INTEGRATION Tour operator Horizontal and vertical integration 7. Main processes of the tour management Capacity planning Financial evaluation marketing Tour management 1 2 3 4 第一步 流程 第二步 第三步 第四步 Financial evaluation（財(cái)務(wù)預(yù)估 ） Marketing（市場(chǎng)營(yíng)銷） Tour management（旅游管理） 旅游經(jīng)營(yíng)商管理流程 Capacity planning（旅客數(shù)量的計(jì)劃 ） Capacity planning The tour operator can make use of market forecasts to plan total capacity and bine them with the market strategy to set the type, destination and volume of the tour. Once the tour plan has been made, reservations of beds and aircraft or coach seat must be taken into consideration. Financial evaluation (1)Set an acceptable range of changes in exchange rates so as to determine tour prices and then buy the foreign exchange required at an agreed rate beforehand. (2)Make an additional charge when the customers pay for the cost. Marketing Tour operators provide the brochure for tourists to consult the information about specific tours so as to make a decision. Booking patterns play a vital role in controlling the progress of advertising and sales campaigns. The booking patterns concluded from past experience can be used as a reference for tour operators to pare actual with predicted booking. At the time when there are not enough tourists, tour operators have the right to cancel holidays or consolidate them into other packages. Tour management (1)Send a representative to the destination to guide the tour. (2)After the holiday or the touring, tour operators must deal with cus