METTU UNIVERSITY

BEDELE CAMPUS

Department of Ecotourism and Biodiversity Conservation

Introduction to Tourism
By
EBRAHIM HUSSEN  
 
2022
Bedele, Ethiopia
 Chapter One Concepts of Tourism and Definition
Definition of Tourism
 1) V.S. Herman - Australian economist :-Tourism is the sum total of the
operations, mainly of an economic nature, which directly relate to the entry,
stay and movement of foreigners inside and outside a certain country, city
or region.
 2) Hunziker and Krapf:-Totality of the relationship and phenomenon
arising from the travel and stay of strangers, provided the stay does not
imply the establishment of permanent residence and is not connected with a
remunerated activity.
 3) International Tourism Society :-Tourism is terms of particular
activities selected by choice and undertaken outside the home environment.
Tourism may or may not involve overnight stays away from home.
 ATEST (Association of Scientific Experts in Tourism
 Involvement of travel by non-residents.
 Stay of temporary nature in the area visited.
 Stay not connected with any activity involving earnings.
 5) Ziffer :-Tourism involves travelling to relatively undisturbed or
uncontaminated natural areas. with the specific object.
Tourist
 It has come from the word ‘Tour’ Latin word ‘Turners’ meaning a
tool for describing a circle or a turner’s wheel.
 Dictionary: ‘Tourist’ is a person who travels for pleasure of
traveling out of curiosity and because he has nothing better to do.
Count…..

 A Tourist is a person who travels to a place other than his usual place of
residence and stays at hotels for duration of not less than 24 hours and
not more than 12 months.
 for pleasure, pilgrimage, religious or social functions, study and health,
meetings, business.
 1.2 Relationship between Leisure, Recreation and Tourism
 Leisure- It is related with time left over after work, rest, and household.
 Recreation- Activities that a person could choose to refresh his/her
sprit.
 Tourism- activities which a person could undertake to refresh his/her
sprit.
Characteristics of Tourism

 A quality driven service that is labor intensive

 It provides employment to those with little or no formal training
 Women are strongly represented: they account for between 60 and
70 per cent of the labor force.
 Youth employment is significant in the sector. Half of the tourism
workforce is under.
 Also include migrant workers and rural populations.
 Tourist arrivals in developing countries (1998–2008) have tripled,
with an average annual growth rate of 13 per cent, and with
tourism revenues increasing from 1 to 5.3 billion US dollars.
1.3. Tourism typology

Mass Tourism
 It involves tourism of organized large groups of people to special
tourist locations.
 Their daily program is fixed by the tour organizer.
 It is a social activity. The tourists generally desire for souvenirs and
site-seeing. For example, religious places, theme parks, boat cruises,
resort towns.
Alternative Tourism
 It includes individually organized tours to find first-hand information
about a place, local culture, and environment. For example, biking tour
planned by an individual while accommodation is catered for on the go.
Count…
Business: It is touring for conducting business transactions,
attending business meetings, workshops, or conferences.
 The objective of business tourism is mainly professional.

Pleasure: It includes tourism for improving one’s physical or

spiritual well -being.
Nature: It is tourism at places famous for pristine nature and serene
beauty. The main objective is to experience and enjoy nature such
as farms and wildlife.
 Ecotourism is a part of nature tourism.

Cultural: This type of tourism has an objective of understanding the

local history of the place, foods, local productions, and local
culture.
Social: It includes tours conducted among relatives, friends, and
others.
Count..
 Recreational Tourism: It includes travelling to escape from
routine life. This is often done for enjoyment, amusement, or
pleasure. For example, Camping or beach visits.
 Active Tourism: It is conducted with a clear objective such as
climbing a mountain, touring around the world, or learning local
culinary arts or languages.
 Sports Tourism: It is tourism for attending some sports event such
as World Cup Cricket Match, FIFA, or Olympics.
 Religious Tourism: It involves travelling to places of religious
significance. such as ), Mecca in Saudi Arabia.
Count….

 Health or Medical Tourism: It involves travelling to improve

one’s health. It is with the objective of visiting weight-loss camps,
naturopathy centers, and health resorts.
 Adventure Tourism: It involves tourism for adventurous activities
such as rock climbing, bungee jumping, sky-diving, hiking, horse-
riding, surfing, rafting, or skiing.
Tourism Terminology

 Attraction: It is a physical or cultural feature of a place that can satisfy

tourists’ leisure based need.
 Cultural Heritage: It is an expression of the manner of living developed
by a community and passed on from one generation to the next. It
includes customs, practices, places, objects, artistic expressions and
values.
 Dark Tourism: (Black or Grief tourism) It is the tourism involving
travel to places historically associated with death and tragedy.
 Destination: It is a place the tourist visits and stays there for at least 24
hours.
 Ecotourism: It involves maintenance and enhancement of natural
systems.
Count……

 Excursionist: Persons traveling for pleasure in a period less than

24 hours
 Foreign Tourist: Any person visiting a country, other than that in
which he/she usually resides, for a period of at least 24 hours.
 Hiking: A long and vigorous walk on the trail.
 Intermediaries: They are the intermediate links between the form
of goods and services tourists do not require and the form of goods
and services the tourists demand.
Count…..
 Itinerary: A documented plan of the tour.
 Leisure: The free time when obligations are at a minimum and
one can relax.
 Recreation: The activities carried out during leisure time.
 Site: It is a particular place bound by physical or cultural
characteristics.
 Skiing: It is a recreational activity and competitive winter sport
in which the participant uses skis to glide on snow.
Count….
 Snorkeling: It is the practice of swimming on or through a water
body while being equipped with a diving mask composed of a
shaped tube called a snorkel.
 Terrain: It is a stretch of land, especially with regard to its
physical features.
 Tourism Carrying Capacity: The maximum number of people
that may visit a tourist destination at the same time, without
causing destruction of the physical, economic, socio-cultural
environment, and an unacceptable decrease in the quality of
visitors' satisfaction.
Count….
 Travel: The act of moving outside one's home community for
business or pleasure but not for commuting or traveling to or from
usual places.
 United Nations World Tourism Organization (UNWTO): It is the
United Nations (UN) agency responsible for the promotion of
responsible, sustainable, and universally accessible tourism.
 Visitor: A non-residential person visiting the place.
 Hospitality - Implies the reception and entertainment of guests,
visitors or strangers with liberality and good will. The root of the
word ‘hospitality’ is from the medieval word hospice which refers to a
rest house for travellers and pilgrims.
Count….
 The act of hospitality includes welcoming, informing, comforting, and
caring for people who are away from their homes. Hospitality is an act
of servitude
 Customer: The actual buyer of goods and services who may but need
not be the consumer. Thus, e.g., a tourist buying an inclusive tour for
him/herself is both customer and consumer.
 Consumer: Ultimate user of goods and services who may but need not
be the customer, i.e., buyer.
 Visitor: any person travelling to a place other than that of his/her usual
environment, for less than 12 months and whose main purpose of visit is
other than the exercise of an activity remunerated from within the place
visited
Count….

 Satisfaction: is a holistic attitude or feeling of gratification of

tourist gain after consumption of certain products or services
◦ resulted from the comparison of perception against the standard
or the expectation
◦ Tourist become one of the three (dissatisfied, satisfied and
delighted)
 CHAPTER TWO

Tourism Activities and Tourist Behavior

What is travel motivation?
Why do people travel?
 Reason or purpose of travel
 Sports Tourism
 Visiting Friends and Relatives (VFR)
 Health Tourism
 Religious Pilgrimage
 Study Tourism
 Eco-tourism
 Cultural Tourism
 Business Tourism
 Leisure / Holiday Tourism
 Travel motivation

Definition of “Motivation”
 A motivation is a wish that prompts people to take action, work
hard to achieve a goal, and satisfy a certain kind of need.
 people’s activities of all kinds are driven by their motivations,
and they govern people’s actions.
 Travel motivations help explain the following questions: -
 Why do we go travelling?
 Why do we choose to travel to a certain place?
 Why do we participate in a certain travel activity?

 Travel motivations directly spur people’s travel activities.

 Formation of Travel Motivations
 Travelers are motivated to satisfy a need, and they have a
perception of what will satisfy their need.
 At the same time, travelers have a perception of the attractions
of the destination and whether the attractions satisfy their
needs.
 If both sides are agreed, travelers are motivated to visit that
destination.

Figure – Formation of Travel Motivations

 Travel Motivations to Travel Actions

► consumer behavior as ‘all the actions of individuals which are directly involved
with the purchase, use and disposal of products and services in order to satisfy
one’s needs’.
► The tourism product is a complex mixture of services (e.g. aircraft seats, hotel
rooms) and goods (e.g. food, souvenirs) which are bought by a special kind of
consumers, namely tourists.
► To provide a high-quality service to tourists effectively, you must understand what
psychological factors can stimulate and influence people to make all types of
travel decisions.
► Travel psychology is a science that involves researching tourists’ psychological
activities and their objective rules, the basic objective of which is to explain why
people travel, what factors influence people’s travel decisions, and how the
motivations for such decisions are formed.
 Cont…
 A travel motivation is the psychological need of a person to participate in travel
activities, and this kind of need will directly promote the travel motivation; if
you have a motivation, a travel action will result.
 However, in real life, the process from the formation of a travel motivation to the
occurrence of an actual travel action is a complex one.
 During this process, when people have a need to travel, they must also have
corresponding individual factors and external environmental conditions, such as
 Physical fitness,

 Financial status,

 Weather and transport, etc.

 Otherwise, this kind of need can only remain a wish, and no travel motivation or
action
Transformation of travel Motivation to action

Figure - The Formation of Travel Motivations and Travel Actions

 Factors that Influence Travel Motivations and Actions

 Factors that influence one’s travel motivations and decisions can be

categorized into two different aspects: internal factors and external
factors

 Economic Capacity  Overall Development of the

 Spare Time Tourism Industry
 Group, Family and Social
 Sex, Age and Physical Atmosphere
Condition
 Psychological Factors

Internal Factors External Factors

 Cont…

On the other hand he factors of motivation can be categorized into

two type
 Internal Factors of Motivation
 Internal factors arouse, direct, and integrate a person’s behavior and
influence his decisions for travelling.
 Intrinsic Motivation: The intrinsic motivations pertain to assuring
one’s capabilities on different emotional fronts. Intrinsic motivation
drives the tourists to opt for tourism for intangible rewards such as
fun, assurance, and other emotional needs.
Count…..

 The other intrinsic factors of motivation are:

 Attitudes of Tourist: Knowledge of a person, place, or object +
Positive or negative feelings about the same.
 Tourist’s Perception: By observing, listening, or getting
knowledge, a tourist forms the perception about a place, person,
or an object.
 Values or Beliefs: A tourist believes or values a specific mode of
conduct which is acceptable personally or socially.
 Personality of the Tourist: The nature and physique of a tourist
plays an important role towards motivation in tourism
 External Factors of Motivation

 Extrinsic Motivation: Here, a tourist gets motivated by external

factors such as money and the need to feel competent on the scale
of expenditure and performance.
 Place of Origin: The grooming of the tourist depends upon the
place of its origin. For example, for the Indian married women, the
tourism might come.
 Family and Age: The family matters when it comes to the structure
and the income. Today, the families with nuclear structure and
double income tend to opt for long distance, extravagant tourism
more than joint families or families with single earning member
who are interested in visiting domestic places.
Count….

 Culture or Social Class: Tourists of different cultures prefer

different places, events, and different types of tourism.
 In addition, if friends and families who have visited a place
earlier spread the first hand information that motivates the others
to visit the place too.
 Market: Ever-changing market variables alter tourism.
 Changes in value of currency, political situations, and economic

well-being of the country influence the decisions of a tourist.

Maslow’s Pyramid of Motivation
 Human needs are:
Count….
 Physiological (or Biological): Need for air, food, water, shelter,
warmth, and sleep, which are required for the survival.
 Safety: Need for safety from harmful elements, freedom from
fear, physical safety, economical safety, safety against accidents or
their negative impacts. Safety may also manifest into security
such as job security and financial security.
 Social: Need for having a family, need for intimacy, friends and
social groups. Need for belonging and being accepted and loved
by others.
Count….

 Self Esteem: Need of feeling accepted and respected by others,

need for recognition and attention from others.
 Self-Actualization: Need to realize one’s full potential. A human
being requires attaining this need after all the above needs are
satisfied.
 This pyramid helps to understand the priorities of the human
needs in the order depicted.
Plog’s Model of Tourists Behavior
Plog classifies tourists into three categories as
described below:
Plog’s Model of Tourists Behavior

Midcentury (Combination). Psycho centric (The

Between two Repeater)
Non adventure
Prefer return to familiar
destination .
Use family food

Allocentric (The Wanderers):

New experience and adventure
Prefer good hotel and food
 Reason or purpose of travel
 Sports Tourism
Common Travel Motivations
 Visiting Friends and Relatives (VFR)
 Relaxation, Health
 Health Tourism
 Exploration, Risk-taking
 Religious Pilgrimage  Spirit and the Appreciation of

 Study Tourism Beauty

 Social Interaction
 Eco-tourism
 Religious Faith
 Cultural Tourism  Business Affairs and Official
 Business Tourism Matters
 Family Responsibilities
 Leisure / Holiday Tourism
Count…
Count…
 Factors Affecting Tourism
 There are many factor that influence the running of the tourism industry.
 Environment at Destination Tourism is in its best form when
the destination boasts of conducive climate. In contrast,
any undesired changes in the environment such as high
winds, flash floods, drought, and extreme climate can
affect tourism adversely.
 Economy of the Country. When a country is undergoing
economic turbulence and when people are facing
unemployment issues, tourism is affected adversely. On the
contrary, when a country’s economy is doing well and
people can afford to spend money on leisure, tourism
progresses.
Count….

 Historical or Cultural Importance of Destination. The place or

destination of travel affects the tourism business to a great
extent.
 If the destination is of great historical or cultural significance
then tourists will certainly like to visit the place for seeing
monuments, castles, forts, ancient architecture, sculptures, caves,
antic paintings and utensils, clothes, weapons, ornaments, and
other allied heritage.
Count….

 Research Importance of Destination. There are tourists who visit

places with the objective of studies and exploration.
 Religious Importance of Destination. The places of religious
importance or worship are always flooded with tourists. For
example, Mecca.
 Technology. Internet has penetrated to almost every corner of the
world.
 Destination image
 Promotion effort
Count…
 Chapter Three: Tourism Industry

 Travel and tourism is the world’s largest industry. Estimates for

1995 [World Travel and Tourism Council, 19951 indicate that
travel and tourism: will generate 10.9% of world GDP, or $3.4
trillion; will contribute over 11.4% of the world's capital
investment; will contribute over $655 billion to total tax
payments worldwide.
 Tourism is also a growth industry: world tourism grew by 260%
between 1970 and 1990 Increasing global ties have led to
increased travel for business, conferences, visits to friends and
relatives, and trips for leisure.
 TOURISM INDUSTRY

 Also known as tourism and Hospitality industry

 Second largest industry after oil

 A single industry with several sectoral components

 Provides the greatest employment prospects

 Significant Tax revenue earner for the Gov.

 Economic opportunity provider for locals

 Invests hugely in infrastructure development

 Highly environment sensitive industry

 TOURISM AS INDUSTRY

 Wahab (1975) has justified the industry label to tourism by

explaining industry, to refer to a group of firms producing

identical goods,
 i.e. which the consumer regards as being perfect substitutes

for one another, although they may be physically different

 Not manufacturing but service

 Service provide an experience not a material good or

commodity alone
 Success of tourism services depends on people skills
 Tourism as a People Industry

 Tourism is known as a People Industry as it is based on the interaction of

people (providing the service and product) to the people. Therefore the
people characterizes are important in tourism.
 Success of Tourism Services depends on “People skills” that are:
 Personalization – guest host relation
 Patience

 Courtesy

 Common sense

 Empathy

 Communication Satisfaction

 Efficiency & Professionalism

 Components of Tourism Industry

 TOURISM INDUSTRY is a composite of organization, both public and

private, that are involved in the development, production and marketing

of products and services to serve the demands of travelers. Travel /
transport, Lodging, Events/ MICE, F&B, Recreation.
 Broadly the industry comprises of Primary and Secondary Enterprises.

 A bond of product unity exits between various firms and overall

common function is under one banner. With an industry status,

tourism is at par with all other industries in terms of availing
incentives for growth and development.
 Primary Tourism Industry

Primary Industries are the ones directly providing the services for
tourism.
 Transport

 Travel agency and Tour Operator

 Travel Intermediaries

 Entertainment

 Shopping and Souvenirs

 Food and Beverage

 Outdoor Recreation

 Tourism Finance
 Secondary Tourism Industry

Secondary Industries are the indirectly industries that support tourism\

Furniture
Agriculture
Public works
Heavy Metal and
Environment and Pollution
Manufacturing
Forest
Construction
Security/ police
Floriculture
Health
Telecommunications
Banking
 Factors for Successful Tourism Industry

A number of factors can guarantee the success of the tourism industry at

any destination. These are:
 Optimal utilization of resources

 Planned development

 Coordination of all Sectors

 Conservation of Culture and Heritage

 Management of natural resources

 Community involvement

 Market research

 Marketing and Promotion

 Early Travel

History of travel is as old as history of mankind…..

Travel for:
-Seeking shelter
-Fear
-Finding Food
 Cont…

Early travel originated with appearance of humans ……

Travel for:
-Hunting
-Arable land
-Curiosity
-Barter Trade
 Historical development of tourism

The history of tourism can be divided into 6

different stages as follow:
1) Roman Empire Period
During the Roman Empire period (from about 27
BC to AD 476), for
 military,
 Trade and political reasons,
 Communication of messages from the central
government to its distant territories. .
 Cont…

 Travel was also necessary for the artisans and architects

“imported” to design and construct the great palaces and

tombs.
 In ancient Greece, people traveled to Olympic Games.

Both the participants and spectators required

accommodations and food services.
 Wealthy Romans, in ancient times, traveled to seaside

resorts in Greece and Egypt for sightseeing purpose

 Cont…

2) Middle Age Period

 During the Middle Age (from about AD 500 to 1400), there

was a growth of travel for religious reasons.

 It had become an organized phenomenon for pilgrims to

visit their “holy land”, such as Muslims to Mecca, and

Christians to Jerusalem and Rome.
 Cont…

3) 16th Century

In the 16th century, the growth in England’s trade and

commerce led to the rise of a new type of tourists - those

traveled to broaden their own experience and knowledge.
 Cont…

4) 17th Century
In the 17th century, the sons and daughters of the British
aristocracy traveled throughout Europe such as
 Italy,

Germany and
France) for periods of time, usually 2 or 3 years, to
improve their knowledge.
This was known as the Grand Tour, which became a
necessary part of the training of future administrators and
political leaders.
 Cont…

5) Industrial Revolution Period

The Industrial Revolution (from about AD 1750 to 1850)

in Europe created the base for mass tourism.

This period turned most people away from basic

agriculture into the town / factory and urban way of life.

 Cont…

As a result, there was a rapid growth of the wealth and

education level of the middle class, as well as an increase
of leisure time and a demand for holiday tourism
activities.
At that time, travel for health became important when the
rich and fashionable Europeans began to visit the spa
towns (such as Bath in England and Baden - Baden in
Germany) and seaside resorts in England (such as
Scarborough, Margate and Brighton).
 Cont…

6) 19th to 20th Centuries

In the 19th and 20th centuries, the social and technological
changes have had an immense impact on tourism.
Great advances in science and technology made possible
the invention of rapid, safe and relatively cheap forms of
transport:
 the railways were invented in the 19th century
 passenger aircraft in the 20th century.
 Cont…

 World War II (AD 1939-1945) was also the impetus for dramatic
improvements in communication and air transportation, which made
travel much easier today than in earlier times
Demand and supply in tourism

 Tourism Demand. The geographic perspective defines tourism

demand as the total number of persons who travel or wish to
travel, and use tourist facilities and services at places away from

their places of work or residence.

 The tourism supply of an industry is derived by summing the
value of tourism products sold by the tourism industry to the
tourists. It takes into account accommodation services, food,
transport, and other retail sales.
 Components of Tourism Supply
Count…
 Attractions
 They are the places the tourists perceive as the satisfaction of
their leisure-oriented needs.
 Natural Attractions: Caves, canyons, rocks, water bodies,
landscapes.
 Man-Made Attractions: Theme parks, towers, bridges,
architecture, temples, mosques, churches, and monuments.
 Cultural Attractions: Historical sites, monuments, local arts and
crafts, local folk core, music and dance.
Count…

 Transportation
 They are the modes of commuting.
 Road: Car, bus, cycle.
 Rail: Long distance, high speed, commuter, or intercity trains.
 Water: Boats, ferries, cruises.
 Air: Carriers that operate on fixed schedule, Charters that
operate as and when required.
 Intermediaries. They are the mediators.
 Travel Agents: The business of selling hospitality and tourism
products.
 Tour Operators: They deal with the operating components for
rates.
Count..

Destination
 It is the place the tourists visit. It is composed of:
 Accommodation: Hotel, motel, lodge, guest house, B&B.
 Restaurant: Specialty restaurants, themed restaurants, branded
restaurants such as CCD, KFC, Bistros, and takeaway food joints.
 Tourist Facilities: Pubs, entertainment parks, shopping centers, and
casinos.
Activities .They includes activities the tourists are interested to
engage in:
 Adventure Sports: Mountain biking, bungee jumping, rafting, and

other similar activities.

 Leisure: Basking on beaches, swimming, dining near water body.

 Business Activities: Attending seminars, business meetings,

promotions.
 Health Activities: Attending Yoga sessions, exercising, undergoing

naturopathy, and similar such activities.

Count….
CHAPTER FOUR: TOURISM MARKETING

 A market is an aggregate of supply and demand bringing together

informed buyers and sellers, setting the public price for products or
services offered.
 Tourism marketing defined as the "Systematic and coordinated
efforts exerted by the tourist enterprises on international, national
and local levels to optimize the satisfaction of tourists, groups and
individuals, in view of a sustained tourism growth.
 Also tourism, the market comprises several components, the most
important being
 transportation, attractions, accommodation,
 food and beverages and consumers.
Count….

 According to Krippendorf "Marketing in tourism is the systematic

and co-ordinate execution of national or international level to
achieve the optimal satisfaction of the needs of identifiable
consumer groups, and in doing so to achieve appropriate returns.
 At the World Tourism Organisation seminar, held in Otawa in
1975, on Testing Effectiveness of Promotional Campaigns in
International Travel Marketing, marketing was defined as "a
management philosophy which, in light of tourist demand,
makes it possible through research, forecasting, and selection to
place tourism products on the market most in line with the
organisation's purpose for the greatest benefit. Three concepts
Count….

1. Marketing is a thought process related to a situation which

matches and balances the needs of the tourists with the needs of
the destination or the needs of the organisation’s designing and
providing tourism related services.
2. Tourism research is an inherent part of tourism marketing which
culminates in the identification and selection of target markets
based on market segmentation.
3. In order to have a proper placement of tourism products and
services, the marketing concepts of positioning and product life
cycle are of great significance.
Key factors in marketing Promotion and advertising

 Advertising = American Marketing Association defines advertising

as ‘any paid form of non-personal presentation and promotion of
ideas, goods or services [to a targeted] audience by an identified
sponsor’
Count…..
Brochures
 A brochure offers the best opportunity for a potential consumer to get a
general idea of the tourism offering from a visual display and text.
Brochures can be very simple or extremely sophisticated and are a good way
of publicizing a tourism facility.
Web sites
 A web site poses a great opportunity to market in an interactive and creative
format. It is a useful tool for information provision to a wide audience.
 There are two aspects to web site promotion:
 First, producing relevant information for the market;
 second, promoting the site, so that prospective clients will find their way to
the correct business site.
Count….
Promotional videos
 promotional videos have a wide range of uses, from trade and
consumer shows, to in-flight viewing, in-house hotel television
channels or as an introductory presentation video for any meeting.
Signage
 Building and vehicle signs, window signs, taxi backs, display, wrap
advertising, and in-store signs or point-of-sale advertising are just
some of the examples. These signs can be e-commerce to sell
products online.
Audio-visual materials
 Audio-visual materials form part of Internet marketing tool. They are
frequently utilized as sales and marketing tools in various businesses.
 These include Videos, DVDs, e-mails and other methods that have
transformed face-to-face communication to electronic experiences.
What is Market Segmentation?

 Market segmentation is nothing but dividing the total consumer

market into groups to be able to communicate with them and
provide their specific needs.
 It is heterogeneous market (one characterized by divergent
demand) as a number of smaller homogeneous markets,
Why Segment the Tourism Market?
 Market segmentation can be applicable to any of the tourism

supply components and provides benefits as given below

It helps to understand specific demands of the consumers.
It helps to allocate marketing expenses efficiently.
It helps to create effective marketing strategies to target specific
market segment.
Tourism Market Segmentation
Geographic
 Geographic market segmentation is done considering the factors

such as tourists’ place of origin. This factor is important as the

tourists belonging to different places are brought up with different
cultures and show different traits of behavior. It is the most basic
type of segmentation.
Demographic
 This segmentation is done by considering the tourist’s gender, age,

marital status, ethnicity, occupation, religion, income, education,

and family members.
Psychographic
 The marketing people do this segmentation by taking into account

the psyche of the tourists. They gather information about the

tourists’ interests, attitudes, their way of living life, opinions, and
overall personality
Tourism Marketing Mix

Tourism marketing is different because the customer purchases a

series of services while marketing a tourism product, the sales or
marketing person insists on the positive facets of the following four
components:
Product: The tourism being services old to the customer’s tourist
experience is the product, which is intangible, and non-storable. The
quality of the tourist experience as a product is directly
proportional to the quality of the service a tourism business
provides. The product must be designed to highlight its features and
to satisfy the tourist’s needs. If the product is branded, the
customers find it more reliable.
Count……
Price
 Determining the price of the product requires consideration of
three key factors
Operating costs: Operating costs include both fixed and variable
costs. Fixed costs remain same regardless of the sales which
involve building, insurance, and equipment costs. Variable costs
include costs for wages, gas, electricity, cleaning, maintenance,
repairing, materials used in production, office stationery, linen,
food, petrol, machinery, uniforms, bank fees, marketing research
expenses, and expenses for advertisements, promotions,
brochures, and conducting consumer or trade events.
Count….

Profit Margins: This is determined by comparing the competitors’

offers and the own product offers. Profit margins are set without
compromising the competitive advantage.
Commissions of Intermediaries: Working with intermediaries incurs
commissions. Commissions are the fees paid to the intermediaries
to distribute and sell your product.
Tourism Product Pricing Policies

 Commonly followed pricing policies include:

Discount Pricing: This strategy calls for reductions to a basic price of
product or services. It is a form of sales promotion which at times proves
to be rewarding for the customers.
Variable Pricing: This pricing varies with respect to the variation in
features of a product.
Loss Leader Pricing: It is selling few products at prices lower than the
actual prices. It helps to settle the loss by attracting customers to buy
more number of products.
Promotional Pricing: It is selling a product for free with another product
with the objective of promoting the free product. Customer interest is
generated to use the free product thereby increasing the sale.
Count..

Place
 The place is where the tourists visit and stay. The potential of a tourist
destination lies in its attractiveness or aesthetic value, accessibility, and the
facilities it provides to the tourists. The tourists also seek a place highly for
the activities it offers, the amenities and skilled workforce it provides, and
its location.
Promotion
 Promotion is intended to inform the customers about the products, create
an image about the product, and position the products in the market. There
are various effective ways of promoting the tourism products:
 Advertising the products on television commercials, newspapers, radio
stations, and websites.
Count…..
 Distributing promotional material such as diaries, brochures, key
chains, wallets, purses, water bottles, pens, or any small gift item
designed for promoting the product.
 Setting Point of Sale (POS) displays at various places such as
retail stores, shops, malls, or petrol pumps.
 Promoting tourism products in local fairs.
 Promoting the products with their attractive features on the
website of the tourism enterprise.
 Conducting programs of sponsorships, or promoting products by
offering them as incentives.
CHAPTER FIVE: IMPACT OF TOURISM

Tourism impacts are subdivided into social, environmental and

economical It is also either positive or negative. It also depends on:
 Where is tourism taking place? (e.g. a rural/urban location,
 What is the scale of tourism? (e.g. how many tourists are involved?)
 Who are the tourists? (e.g. what is their origin? Are they domestic
or inter-national visitors? Are they from Developed or Developing
countries?)
 In what type of activities do tourists engage? (e.g. are these
passive/active? Are these consumptive of resources? Is there a
high/low level of interaction with the host population?)
Count…..
 What infrastructure exists for tourism? (e.g. roads? sewage system?
electricity supply?)
 For how long has tourism been established? [see particularly
Butler’s (1980) theory of the destination life-cycle].
 When is the tourist season? (time of year? importance of rainy/dry
seasons).
Economic impact
Environmental
 Multiplier Effect and Leakage
 The multiplier effect describes the economic benefits to a local
economy of tourism money entering the economy..
 Money spent by tourists is used many times over .All the spending

that takes place in the community results in jobs being created or

supported.
 What would happen if there were a significant increase in the number

of tourists? There would be more money in circulation, resulting in

more spending. More and more jobs would be created to meet this
increased demand for spending, hence the multiplier effect.
Leakage
 There is a small downside to the multiplier effect. At each stage of

spending, the total amount of money available for responding is likely

to decrease.
 Leakage describes the money removed from the local economy,

usually by sending it out of the community or even out of the country.

Count..

 Here is a list of examples of how leakage may occur:

1. If a multinational company owns the tourism business, such as a
hotel, the profit it makes is usually sent back to the country of
origin.
2. Loans received from foreign banks will have to be repaid.
3. Travel companies in the countries where tourists book their trips
will have to be paid commissions.
4. Supplies such as beds, linen, office supplies, and even foreign foods
may have been purchased elsewhere.
5. Advertising may be commissioned in foreign countries.
6. Local staff that are trained overseas.
Chapter Six: Customer Service And Tourist Safety

Customer service
 The person on the receiving end of your company’s product and
service is often referred to as “customer,” “guest,” “client,”
“tourist,” and “visitor.
 Shahin (2006) defines the concept customer service as the manner
in which marketers deal with their customers.
Risk management
 A risk, in the broadest sense, involves exposure to an unintentional
event or situation that can cause a loss.
 Risk is often expressed in terms of an equation: Risk = Frequency
of Incident x Severity of Consequences
Visitor risk management programme

Essentially, evaluating risk requires:

 Assessing – asking what can go wrong?
 Controlling – asking what can be done about

it?
 Financing – asking how it can be paid for?
The components of a Visitor Risk Management Programme
 Regulation of visitor use

 Direct regulation of visitor behavior relies on the force of law. It

therefore requires that the legal powers be in place to adopt the
regulations, and to enforce them with appropriate penalties. Regulations
enforcement may rely on a firm, policing approach, or managers may
decide that violation of a regulation is an opportunity to educate visitors.
 Directive measures include design features that gently guide, but do not
force, visitors in desired directions. Nature trails are often directive:
their layout, trail surface preparation, and signage guides visitors
towards desirable features, while at the same time subtly guiding people
away from other features
 Indirect measures aim to make the visitor aware, but leave the decision
to him or her on where to go and what to do.
6.1.3 Emergencies and emergency planning
 An emergency is considered as an abnormal situation that requires
prompts action beyond normal procedures to prevent or limit injury
to persons or damage to physical property or the environment.
 Visitor management
Count….
The key tools for visitor management used by protected area
managers.
1 Seasonal or temporal limit on use level
 Use limits are direct restrictions on the number of people that may
enter a recreation area.
 Examples: when all camp-sites are occupied, other people are not
permitted access; to limit the number of day users, managers can
restrict the size of car parks; and where public transport is a major
means of access, it is possible to set a limit on bus numbers, size of
boats or frequency of trains.
Count….

Group size limit

 Definition: Group size limits the maximum number of people in
one group of tourists or recreationists travelling together.
Examples: a limit is set to the number of people that can camp
together on a back-country camp-site; and a limit is set to the size
of party that is permitted to snorkel on a coral reef.
Pre-assignment of recreation site
 Definition: Pre-assignment (through pre-registration or pre-

booking) involves the allocation of individual sites to specific

individuals or groups before entry into a recreation area, much like
a reserved seat on a passenger aircraft. Examples: pre-booking a
camp-site; and pre-booking entry to an historic site.
Count….
Area closures
 Definition: Area closures include prohibiting all, or some types of, tourist use
of particular areas.
 Examples: prohibiting camping in a designated part of the park; allowing
camping only at specific sites; closing an area to all recreational use; requiring
a permit before entry to the area; and prohibiting camping within certain
distances of surface water.
Restrictions on the use of fire
 Definition: Fire restrictions aim to reduce the visible and biological effects of
using fire. Examples: fire may be prohibited entirely; fire may be permitted
only in designated sites; fire of a certain type may be forbidden (e.g. green
wood or locally collected firewood); and in high altitude situations, fire may
be allowed only with stoves fuelled by gas.
Count….
Restrictions by group characteristics
 Definition: The characteristics of groups are used to prohibit entry.
Examples: groups with certain equipment, e.g. guns, vehicles; and
groups planning to undertake certain activities, such as
orienteering or hunting.
Length of stay limits
 Definition: Length of stay limits set the amount of time an
individual or group may stay in a recreation area. Examples: no-
one may stay overnight; and no-one may stay longer than three
nights at any one place.
Count….
Technology requirements
 Definition: Technology requirements make it mandatory that tourists carry
specialized equipment for environmental or safety reasons. Examples:
visitors must be prepared for cooking with gas stoves only (i.e. no wood
burning);visitors must be prepared for personal waste disposal (e.g.
portable toilets); and visitors must have appropriate safety equipment
Trip scheduling
 Definition: Trip scheduling involves establishing the location and timing
of individual group use of a recreation area. Examples: timing of raft
launches on rivers; group naturalist tours of wildlife concentrations; and
designated times for viewing historic sites, interpretive films and displays
Count…..

Barriers
 Definition: Abarrieris a deliberately estab-lished obstacle to visitor
movement. Examples: a fence to keep people out of the breeding
grounds of rare species; a ditch to keep people from walking into a
sensitive wetland; and a low barrier to keep vehicles off the grass.
 Site hardening
 Definition: Site hardening involves constructing facilities and
locating trails and roads to reduce the impacts of visitors on sensitive
soils and vegetation, and to help meet the visitors’ needs for usable
access. Examples: hard surfacing materials used to reduce erosion on
trails; and hard topping of roads.
Count….
Park information
 Definition: Park information involves the provision of data, facts
and advice to visitors concerning the park, its biology and
geology, locations of visitor facilities, rules and regulations, and
appropriate behaviour. Examples: leaflets, books, maps etc.;
website, local radio; signs, information points; visitor centres;
Internet web sites; and face-to-face provision of advice.
Count…..

Park information
 Definition: Park information involves the provision of data, facts
and advice to visitors concerning the park, its biology and geology,
locations of visitor facilities, rules and regulations, and appropriate
behavior. Examples: leaflets, books, maps etc.; website, local radio;
signs, information points; visitor centres; Internet web sites; and
face-to-face provision of advice.
Interpretation
 Definition: Interpretation involves providing information to visitors

in such a way that they will be stimulated to learn more and gain
more appreciation. Thus interpretation is more than the presentation
of data and facts (see Information), but includes weaving them
together so that visitors come to understand, and appreciate the
values for which the park was established. Examples: nature trails
and trail-side signs; field guides, trail leaflets, maps; guided walks
or tours; and interactive displays, interpretation centers.
Count…..
Interpretation
 Definition: Interpretation involves providing information to

visitors in such a way that they will be stimulated to learn more

and gain more appreciation. Thus interpretation is more than the
presentation of data and facts (see Information), but includes
weaving them together so that visitors come to understand, and
appreciate the values for which the park was established.
Examples: nature trails and trail-side signs; field guides, trail
leaflets, maps; guided walks or tours; and interactive displays,
interpretation centers.
Count….
Differential pricing
 Definition: Differential pricing involves establishing two or more

prices for the same recreation opportunity. Examples: higher fees

during peak holiday periods; differential fees according to location
or outlook of accommodation; discounts for children and
pensioners; and differential charges for park entry, so that foreign
tourists pay more than residents do.
Visitor and/or operator qualifications
 Definition: Visitor and/or operator qualifications means limiting

entry only to those possessing required qualifications. Examples:

scuba divers must be qualified to use a marine protected area; eco
tour leaders must have a certificate of competence; and users of
the protected area must be accompanied by a qualified local guide
Chapter Seven Management Of Tourism Impact
Carrying capacity
 The optimum number of visitors for any particular activity within
an area (i.e. how much is possible before damage occurs and the
visitors’ enjoyment is substantially decreased) is known as
‘carrying capacity.’ How much tourism activity is possible before
damage occurs and the visitors enjoyment is substantially
decreased is known as carrying capacity.
 Generally speaking, the concept of carrying capacity can be
loosely defined on the basis of the following four interrelated
elements:
Count….

 (1) The amount of use of a given kind;

 (2) A particular environment can endure;
 (3) Over time;
 (4) without degradation of its suitability for that use.
 The concept of Limits of Acceptable Change (LAC) may be a
more practical approach in that standards are set for the minimum
acceptable conditions (note that these are not the desired
conditions, but they are also not unacceptable). This involves
defining the limit of ecological or sociological change.
Count…

 sociological change (which may involve some degradation) that

will be allowed at a site.

 The management actions needed to prevent change beyond the

limit can then be identified. Monitoring is essential to indicate the

point at which management should intervene i.e. when the

minimum acceptable condition is reached.

Addressing Carrying Capacity
 If it seems that a MPA is suffering from too many visitors, actions
that can be taken include:
Seasonal or temporal limits on use, e.g. limiting visiting times, or
restricting car parking, accommodation facilities or public
transport.
Regulating group size, particularly for specialist activities, or
require pre-registration (visits only by prior arrangement), and
providing guided tours that allow for more control, ensure. visits
occurs0 at appropriate times of day (which may vary diurnally and
seasonally), and maximize enjoyment.
 Count….
 Ensuring that visitors stay on specified routes and do not trample
vegetation or disturb animals and that noise and the use of light at
night (e.g. during visits to turtle nesting beaches) is minimized.
 Using zonation (e.g. closing area to visitors, or reducing visits to
ecologically important areas).
 Increasing entrance fees at peak periods.
 Constructing facilities and trails that reduce impact but allow
more visitors and help them to see the wildlife.
 Providing rubbish bins and information boards, to encourage
visitors to not leave litter.
 Environmental Impact Assessment
 is simply the assessment of the impacts of proposed projects on the

environment.
 EIA is a process or study in which the potential physical,
biological, economic and social impacts of a proposed
development on the immediate and more distant environment are
identified, analysed and predicted.
EIA considers all aspects of a project or operation from the planning
stage through construction to commissioning; hence, it involves
the following activities:
 Count…

 description of the project or operation;

 description of the environment, with special emphasis on its
sensitivity.
 prediction of the impacts of the project or operation on the
environment, including social effects on host communities;
 identification and adaptation of alternative options or
techniques that will reduce the impacts of the project or
operation on the environment;
 Monitoring the execution of the project or operation to ensure
that the identified controls are effective .
Advantages of El As
 Many benefits are derived from the use of EIAs and these
benefits include:
 minimization of the environmental impacts of our activities;
 Enhancement of the public image of developers through its

encouragement public participation;

 ensuring cordial relationships between developers/companies

and their host communities;

 prevention of litigation and future liabilities;

 helps to create an awareness of environmental protection in

the public;
 ensures continuous improvement in our environmental

performance;
 Enhances the compliance with the environmental

management policies of companies and developers.

EIA Procedure for Tourism Development
 The procedure for the Environmental Impact Assessment of
Tourism is the same for other development projects,
 only that the environments to be impacted on and the intensities of
such impacts may vary between tourism development and other
projects and, may vary also from the development of one tourist
facilities to the other.
Count..
1. Screening
2. Preliminary assessment
3. Full EIA
Scoping
EIA study
Baseline studies
Impact prediction
Mitigation
4.EIA Review
5 .Consultation and public participation
6.Synthesis and findings of consultation
7.Decision making
8. Implementation
9. Post Auditing
Count….
Screening
 This involves the conduct of screening activity with the

preparation of a screening report. This has been provided for by

section EIA Decree and is found necessary where the
Environmental Protection Agency is of the opinion that a project
is not described in the mandatory study list or any exclusion list.
Here, the agency considers the screening report and takes decision
whether or not to exempt such project from a mandatory study.
2.Preliminary Assessment
 This consists of (a) identification of the projects key impacts on

the local/immediate environment and (b) description and

prediction of the likely extent of these impacts, based on which
consideration the project may undergo partial or full EIA.
Count…
Full EIA
This basically comprises scoping and EIA study. Scoping entails a
consideration of the principal environmental elements contained
within the area likely to be affected by the project. Major
consideration here will include the impact of tourism development
project on
 existing vegetation and wildlife;
 other natural physical environment viz, air, water and soil as well
as principal physical features like topography, geology, drainage,
aquatic systems, and hydrological regimes;
Count….
 man-made physical environment, e.g. buildings and cultural
facilities,
 human health;
 existing and proposed land use, landscape policy;
 aesthetic value of the environment;
 services provision;
 Social-economic environment surrounding such proposed tourist
facility.
Count…
 EIA study is further divided into three viz, Baseline studies,
Impact prediction, and Mitigation. Baseline studies are carried
out in the area where proposed projects are expected to be sited
and are for the purpose of ascertaining the existing conditions of
various environments that are likely to be impacted upon by a
proposed activity.
 Impact prediction stage has to do with the identification,
evaluation and quantification of impacts which will give an idea of
the magnitude and significance of*predicted impact.
Other Considerations for Sustainable Development

 Apart from the consideration of EIA for sustainable development

of tourism, other major considerations will include:-
 (i) Preservation of Cultural Heritage
 In some places, native dance groups now perform to electronically
amplified music on the patios of luxury hotels, giving tourists a
misleading impression of the beauty and purpose of ceremonies
performed on special occasions in tribal villages. This has
adversely affected and erased the culture and heritage of the
indigenes.
Count…
(ii) Conservation of Biodiversity
 Biodiversity has been defined as the variety of life and its
processes. It refers generally to different species of plants and
animals found in natural ecosystems and could be rare or
abundant.
 Biodiversity includes all life forms, from one called fungi,
protozoa, and bacteria to complex organisms such as plants,
insects, fishes, and mammals and includes millions of processes,
pathways and cycles that link living organisms into population,
ecosystem, and ultimately the entire biosphere that is the planet
earth.
Count…
(iii) Conservation of Natural Vegetation
 For sustainable development of Tourism, Tourism Development
planning must go hand in hand with projects like the sitting of
hotels, holiday camps, service roads, swimming pools, etc.
(iv) Environmental Auditing
 Environmental Auditing is required for the management of an
environment like the tourist centers and it seeks to analyse, predict
and project adverse and beneficial effects of tourism centre on the
environment.
Count….
(v) Provision of Safety Units
 Safety facilities take care of emergencies such as fire incidents,
waste, pollution and other related hazards. The possibility for fire
incidents and service/sewage disposal problems increases as the
number of tourists increases.
Potentials And Limitations Of Tourism Development In Ethiopia

 The principal hard infrastructure bottlenecks with respect to

tourism development in Ethiopia
 Includes :-
 low road density and related high transport costs,
 lodging infrastructure capacities especially in n the regions, and
domestic air transport capacity.
 The soft infrastructure bottlenecks refer to a limited capacity of
payment systems, especially credit card payment systems,
including availability of ATMs, in tourism sites.
Count…
 The quality of facilities at tourist sites impacts both on the amount
tourists spend and their relative enjoyment of the site. These
facilities include
 information on the site, its history, individual items;
 handicraft sellers;
 public toilets; shops;
 Banking facilities; places to eat; and accommodation (in park
areas).
Major Challenges Also Confronting The Sector

 Heritages of the country has not been adequately protected,

developed and used as a tourist attraction.
 There is a serious shortage in number and type of tourist facilities.
Moreover, the quality of service is poor and unsatisfactory to
tourists.
 Performing arts, entertainment services and other local creative
products, which could have helped to lengthen the stay of visitors,
are not offered in sufficient variety.

Count….
 There is a shortage of trained manpower that is crucial to the
development of the sector.
 Weak mutual support and coordination among tourism
stakeholders.
 Ethiopia’s image on the international scene is widely associated
with draught, famine and war. The horn of Africa is regarded as a
region of instability and terrorism.
Count…

 Regional cooperation
 Their independent initiatives lack coordination with other
stakeholders including the Ministry.
Policy issues
 It is not even properly implemented yet because of the following
reasons;
 Lack of financial resources
 Poor implementation capacity
 Less attention to the policy in general
Count….
 The difficulty of implementing the policy is also attributed to the
slow reaction of many of the stakeholders in their roles.
 Most of these stakeholders are not playing their respective roles of
implementation yet.
 Most of the stakeholders such as the federal government, regional
government, private sectors and local communities are not fully
playing their roles in implementing the policy. Among these
undone tasks, the followings are the major one under different
stakeholders;