THE TOURISM INDUSTRY

There are 8 major sectors in the Canadian tourism industry:

1) accommodation 2) adventure tourism and recreation 3) attractions 4) events and conferences 5) food and beverage 6) tourism services 7) transportation 8) travel trade (sector)

The tourism industry is the largest & fastest growing industry in the world

Tourism Definitions

Traveller – any person on a trip anywhere, regardless of length or purpose

Domestic travel – travel for any purpose & any length of time within 80 km. of home

Tourism – set of activities of a person to a place outside his or her usual environment for at least 1 night and less than 12 months

Tourism takes one of several forms

Domestic tourism – residents of a country visiting, at least overnight, places farther than 80 km. from their usual environment

Inbound tourism – non-residents of a country visiting that country

Outbound tourism – residents of a country visiting places outside that country

Reasons for Tourism Growth During 1950s & 1960s: Peaceful political climate More $ Passenger jet – faster, cheaper, comfortable TV documentaries Since 1970: Car ownership & good highways Working women – more $ Longer paid vacations Seniors - $ and time Business travel

Impact of the Growth of Tourism

Economic Impact: Major contributor to economy of

Canada 1.6 million employed Profits for hundreds of businesses &

corporations i.e. hotels & restaurants Cultural Impact Meet different people Increase peace

Tourism Growth & Employment

A) Direct: Managerial (hotel) Food & Beverage (chef, bartender) Transportation (pilot, bus driver) Marketing & Sales (shop clerk, travel

counsellor) B) Indirect: Provide support services for workers who

deal directly with the travelling public i.e. writers & editors for travel publications (Doers Dreamers)

Interrelationship of Sectors

Operate independently & often compete, but are part of an overall system

Tourists use more than one What affects one can affect the others Components put together and sold as a

package i.e. day of sightseeing by chartered

bus, with lunch at a popular restaurant

The Ps of Marketing Marketing – those activities that

direct the flow of goods & services from producer to consumer

4 main Ps: product, price, place, promotion

Focus of marketing is on the consumer 4 Ps must satisfy the motivations,

needs, & expectations (MNEs) of market target

1) Product: all products & services provided by the sectors i.e. a bus ride across town to an ocean cruise around the world

2) Price: cost of product or service to consumer; quite reasonable today

3) Place: Any marketplace (anywhere buyers &

sellers meet to exchange goods & services for $), where the buyer and provider are brought together by a seller i.e. travel agency, ticket counter, telephone line

4) Promotion: The ways in which sellers create

consumer interest Sellers advertise on TV, radio,

newspapers, magazines, internet May also offer special deals