Enhancing Tourism Services through Online Tactics

The report discusses the importance of tour operators in the travel and tourism industry. It highlights various emerging trends such as social media, active adventures, shopping tourism, and tour packages that can help organizations make huge profits. The report also provides an effective plan for Cox & Kings to promote their tour packages, including using social media and designing their own websites. Additionally, it emphasizes the need for non-traditional methods of communication such as social media to sell holiday packages.

TOUR OPERATORS

INTRODUCTION
In travel and tourism sector, role of tour management is crucial. Tour operators have a
liability to arrange package tours and provide new product to the visitors. They attract customers
towards popular destinations by offering them number of innovation tourism products. To
provide good service to customers, tour operators are looking for destinations where it can
provide holiday experiences to customers. Tourists have become more responsible for offering
better holiday experiences therefore they emerging trends of tourism. Using emerging trends in
hospitality organization can attract more customers. The report aims to plain different categories
of tour packages and their effectiveness for organizations. Various stages of creating holiday
packages have been explained. It also focuses on using effective promotional and distribution
strategies. Both modern and traditional method has been explained in the report. Finally, it
explains various strategic and tactical decisions that can help tour operators.
ASSIGNMENT 1
TASK 1
Recent trends and development in tour operation sector
Roles of tour operators are changing radically from earlier years. Thomas Cook was the
first corporation that entered in the travel and tourism sector. The company was started its
business by providing package trip by rail in year 1840. In recent years, companies are trying to
provide services by combining various elements of tourism together. Thus, it helps the people in
getting package holidays for better experience (Aktas, 2003). This kind of package comprises
some elements which are offered for sale, such as transportation, food, accommodation and other
tourist services. Consumer can get better services by utilizing these types of attractive and
suitable plan and it will make their journey happy. Generally, these tour packages are divided
into two parts, one using classical charter flights and another using scheduled flight. On the other
side, the types of tour packages can be further divided on the basis of mode of travel and mode of
accommodation. Mode of travel can be explained as the medium of travelling from one location
to another and it comprises limited facilities such as flying, driving and railway, etc. On the other
hand mode of accommodation is the better package that other and it comprises foods and
sightseeing also (Bricker, 2014). People can use these plans according to budget and
requirements because accommodation package needs high amount of money.
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In addition to this, tour packages can be classified into two parts such as international and
domestic packages. Packages are also depended on the length of holidays, distance and locations
decided by the clients. National or domestic tourism can be defined as the plan of journey within
the national boundary. On the other side international packages includes journey out of the
nation. Packages are depended on the consumer's perception and requirements. There are ranges
of firms which provide services needed by the clients. In this kind of condition, tour operators
play very crucial role of developer in tourism industry, which is accountable for framing holiday
packages. They purchase the entire needed element for client and put them together as package.
This can comprise two weeks stay at Mediterranean resort with full board and transfer, consists
of flight, accommodation, meals and airport transfers (Buck, 2011). Normally, they arrange
travel to these sites in combinations and provide holiday at low prices with high services. The
company is trying to provide best packages with affordable price. The tourism sector of the UK
is the fastest growing industry of the world in providing package tours to leisure tourists. Mass
tourism is the major strength of this sector because people come here to see old universities,
heritages etc. This area has given a platform of development to the cultural tourism and
development of rural areas. Furthermore, comprises holiday packages including all destinations
like beaches, heritage and wild life centuries, due to which tourism government is focusing of
infrastructural facilities so that more and more tourists can be attracted towards tourist
destinations. However, technical development in the tourism industry has become vital for the
development of tour sector business (Pearce and Butler, 2011). The tour operators now have their
websites from where they attract the tourist while giving them a combinations and holiday at low
prices with high services. There can be seen more trend in nice products, hence, tour operators
are focusing on such markets to gain huge income and profits. Proper segmentation and targeting
of market play a crucial role in the development of tour business, nonetheless, companies have to
keep eye on recent technical and other developments in the destination areas (Sharma, 2010).
TASK 2
Tour plan, of the association can be explained as below.
Destinations Description Major attraction
Cuba Cuba can be defined as an island
nation in Caribbean. It is the most
Old Havana, EI Capitolio,
Morro castle, Playa
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popular place for Mediterranean
places and destinations.
Esmeralda, Bahia de Naranjo
nature park, Baconao and
Cauto river (Huang, 2008).
Chile Chile can be explained as
republican nation of South
America, that is popular for wild
life park and animal species.
Yelcho lake, Miscanti lake,
Laguna del laja national park,
Alberto de Agostini national
park, Northern Patagonian ice
filed, Torres del Paine national
park, San Cristobal hill and
Chiloe island (Lee, 2011).
Brazil Brazil can be defined as republic
nation and biggest nation of South
America, which is popular for
heritage sites.
Christ the redeemer, Iguazu
falls, Amazon theatre, Sao
Paulo museum of art, Historic
centre, Santa Teresa Rio de
Janerio and Fort Copacabana
(Wheeler, 2011).
Appropriate time to visit:
 Cuba: Consumers can visit in Cuba during January to May months because during this
time period, the place is warm and un-crowded.
 Chile: The ideal time to visit this place is March to April because it is summer time to
boost outdoor fund (Damonte, 2013). Brazil: Visitors can visit in Brazil during time period of December to March in order to
see all the places because in this time frame both foreign and domestic travelers visit.
Reason to travel with Cox & Kings
It is the most classical company of this sector and it performing this business from last
255 years. Thus, the association is the most popular and experience and specialist in this field.
They can provide best and suitable package to travelers (Dezdar, 2012). The organization is
always ready to help the consumers at each stage of their tour.
Package attractions
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 The association provides 9 days tour with air in which it will take you to Cuba, Chile and
Brazil. The average price of it is 3000 pound which comprises accommodation,
transportation and food.
 DAY 1 Arrive in Havana – Here, Your Local Host will be available with suggested
activities during your free time.
 DAY 2 Playas de Este – This is a peaceful beach. Just 18 km far from small resort of
Bacuranao.
 DAY 3 Old Havana – This is a historical place of Cuba and contains original core of
Havana city.
 DAY 4 Chile – You will visit to San Cristobal Hill.
 DAY 5 Torres del paine national park – This is a national park surrounded by mountains,
glaciers, lakes and rivers.
 DAY 6 Los pinguinos natural monument – This Island has largest penguin colonies of
south Chile.
 DAY 7 Brazil – Fly to Brazil, Rio de Janeiro and local host will welcome you.
 DAY 8 Rio de Janeiro - Here, your Local Host will suggest an optional Jeep tour to the
rainforest in the middle of the city, Tijuca National Park and its bird sanctuary.
 DAY 9 Christ the redeemer – At last day of tour, you will visit Christ the redeemer. The
Jesus Christ statue was constructed between 1922 and 1931.
TASK 3
Cost of components and determine the selling price
Cost determination of package
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TASK 4
Non-traditional modes of communication and promotion
 Free online classified is the best and suitable non traditional method of communication
and promotions. It includes social media site, online advertisement etc which improve
connectivity of Cox and King (Hansen, 2007).
 Guest blogging is also good option that exposes blogger and company to more people
than normal way. Good relationship with people can be managed easily with this. Meet up groups help individual person in maintaining relationship of similar interest and
execute meetings.
Benefits of non-traditional (Modern) methods in branding
 Reliability and efficiency is the major benefit of this method.
 It helps in maintaining relation in best way for long time period.
 Consumer loyalty can be developed easily by using it (Hjalager, 2001).
 Convenience can be enhanced and both the parties can contact each other in easier way. Cost of advertising can be reduced by using this method of communication.
Suitability for Cox & kings
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 Online network: Social interaction between clients and company can be made easily with
the help of online network. Company can use social media sites such as Twitter and
Facebook and they can also use website for creating network of client (Huang, 2008). By
using it they can share pictures, experience, videos, information related to location of
tour.
 Guest blogging: It is also very good and suitable option for the business and by using this
they can improve interaction between consumers. Client can also ask anything regarding
packages at any time. It is most cheapest way of communication that can be used by the
organization.
Designing and planning a brochure
Havana (CUBA)
Havana is Cuba’s colorful capital, which is
also known as known Spanish colonial
architecture of its 16th-century. The destination
includes Castillo de la Real fort, now a
maritime museum, and the pre-revolutionary
Capitolio.
(DAY 1 Arrive in Havana – Here, Your Local
Host will be available with suggested activities
during your free time)
(DAY 3 Old Havana – This is a historical place
of Cuba and contains original core of Havana
city.)
Playas de Este
(Havana (CUBA))
In Cuba, idyllic beach are famous . Havana's very own
pine-fringed Riviera, Playas del Este, begins just 18km
to the east of the capital at the small resort of
Bacuranao.
(DAY 2 Playas de Este – This is an peaceful beach. Just
18 km far from small resort of Bacuranao.)
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Torres del paine national park
Torres del Paine National Park, in Chile’s
Patagonia region, which is famous for its
soaring mountains, electric-blue icebergs and
wildlife such as llama-like guanacos.
.(DAY 5 Torres del paine national park – This
is a national park surrounded by mountains,
glaciers, lakes and rivers.)
San Cristobal Hill
Cerro San Cristóbal also called as Tupahue, San
Cristóbal Hill, is a hill in northern Santiago,Chile. This
is the second highest point in the city, after Cerro
Renca.
(DAY 4 Chile – You will visit to San Cristobal Hill).
Rio de Janeiro (BRAZIL) Los pinguinos natural monument
Rio de Janeiro is the largest city of Brazil,
which is situated at seaside. This city is famous
for its sprawling favelas (shanty towns). Its
raucous Carnival festival, featuring parade
Los Pingüinos Natural Monument is situated at 35 km
northeast of Punta Arenas, Chile. The main areas of
this natural monument.such as Magdalena Island and
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floats, flamboyant costumes and samba. the Marta Island, situated in the middle of the Strait of
Magellan. This place gained attention due among tourist
to see the penguins and other wildlife
(DAY 6 Los pinguinos natural monument – This Island
has largest penguin colonies of south Chile. )
(DAY 8 Rio de Janeiro - Here, your Local
Host will suggest an optional Jeep tour to the
rainforest in the middle of the city, Tijuca
National Park and its bird sanctuary.)
Christ the redeemer
This place is known for an Art Deco statue of Jesus
Christ in Rio de Janeiro, Brazil. This is an symbol of
Christianity across the world. This statue has also
become a cultural icon of both Rio de Janeiro and
Brazilas wel as it is listed as one of the New Seven
Wonders of the World
(DAY 9 Christ the redeemer – At last day of tour, you
will visit Christ the redeemer. The Jesus Christ statue
was constructed between 1922 and 1931.)
Ways of tour promotion
 By investing in Google ad wards, company can promote its website and tours packages
by using proper keywords (Jayawardena, 2013). It will improve visitors of the association
and demand of the company will also improve.
 Facebook ad is also another way of promoting business of Cox and Kings. It is the most
famous social site where company can find out many clients and hence, they can easily
promote their packages.
 Association can submit articles on website about their business package or on other topic
related to tourism and travel sector. Brand image of the business can be improved easily
with this kind of action (Kamra, 2006).
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TASK 5
Non-traditional methods of distribution to sell holidays package
There are ranges of nontraditional methods of distribution to sell holiday packages and
Cox and Kings can adopt these techniques easily. Followings are the key of them.
 Online classified is effective way of distributing holiday packages. Through this they can
attract more new people by promoting holiday packages.
 Guest blogger is also another effective way of sharing information and content regarding
company. With the help of it association can publish some interesting facts and figures
regarding company and its packages (Keillor, 2007).
 Print media is also best way of promotion and advertising because it covers almost every
people of the world. Company can attract more people by using this way of
communication.
 Forum marketing is also best way of connecting with potential resellers. There are
thousands of forum regarding this and company can utilize this for distribution of
packages and improving sales. This is the best and important source of media that
includes news papers, journals, articles etc and company can easily cover large number of
people with the help of this option (Krogerus, 2011).
ASSIGNMENT 2
TASK 1
Emerging trends and responses of different tour operators
In task 1, number of trends has been analyzed such as social media, active adventures,
shopping tourism and tour packages. The present task aims to identify the initiative taken by
compititors of Cox & Kings towards such emerging trends.
Social media: there are two major competitors of Cox & Kings such as Ace Tours
Worldwide Ltd. and International Travel House Ltd. Both the rivals have adopted various social
media trends that have helped them in increasing sales and profitability. Using these techniques
the companies are making real time connections to their clients and customers. In addition to that
business entities are using 3G mobile apps and online marketing tools so that customers can be
attracted towards business (Kamra, 2006). These initiatives enable them to identifying the need
and wants of people and accessing their traveling requirements so that a quality and better
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product can be offered. The information of competitor’s product can be accessed by visiting their
pages (Voxted, 2011).
Active adventures: Adventures tourism is also an emerging trend in the industry it has
been seen that luxury travelers are finding new ways to stay active on tours therefore they are
focusing on active adventures. In past years, growth of adventure travel has been seen. This kind
of tourism focuses on western culture and sporty & physical activity (Jayawardena, 2013). More
and more young customers can be attracted towards such travelers Ace Tours Worldwide Ltd.
and International Travel House Ltd have offered tour packages with adventure activities. In
addition to that many companies are looking for effective packages with sports activities. In such
packages they are offering activities like, tracking on tour, beach volleyball, etc (Voxted, 2011).
Shopping tourism: Most of tourist aims to spend more on shopping as they visit many
places and markets. In a recent study, it has been shown that one-third of tourist expenditure goes
purchasing new and unique things. Shopping destination has become a center of attraction for
tourist as they prefer to go to the places where they can have proper market to shop. Both the
major competitors of Cox & Kings have included various places in their destination packages in
order to attract customers (Krogerus, 2011). These destinations include Brazil, Russia, India and
China where plenty of unique and tradition things to shop. Further the competitors are taking
clients to bordering shopping malls and places.
Tour Packages: In today’s competitive world customers are looking for attractive tour
packages. They are more focused towards saving cost and reducing time. The organizations are
focusing towards organizing or combining of different tourism elements and are offering total
tourism products (Huang, 2008). They are developing the tour packages to provide better
experience to customers. Various elements such as transportation, food, and accommodation and
refreshment activities are being included in the products. There are various packages and new
opportunities are there for the companies for expanding business through offering tour packages.
In addition to these packages are making the lives of customer easy as it reduces time and cost
(Peters, 2013).
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TASK 2
Difference between tactical and strategic decisions
There are number of differences between tactical and strategic decisions on the basis of
time duration and organizational effectiveness. The actions that are taken by management in
short term for conducting effectual operations is known as tactical decisions. Time duration of
these decisions are very short as they are taken to get the job done or to achieve particular
objectives. The major aim of taking these kind of decisions it to use the resources effectively
while accomplishing the task so that organizational goals can be supported (Buck, 2011). In
order to achieve the goals it is important to use resource in an effective manner. These decisions
can be modified and changes as per conditions therefore they are considered more flexible.
There are number of methods that are used to take tactical decisions such as experience, pre-
plans, and team work. These are also cost efficient and consume less time to make a decision
over problem (Hansen, 2007).
Strategic decisions are more complicated than tactical decisions. To take such decisions
managers require information of SWOT, cost-benefit, outside advice analysis (Bricker, 2014).
There are taken in order to make goals of company and these decisions relates to the vision and
mission of the organization. These are important for all management level but are taken by top
level management. The aim of such decision is to organize all the resource that is required to
achieve organizational goals. Individuals work together to achieve the goals that are set with the
help of strategic decisions. The organization requires long time to talk these decision and such
decisions made long time impact of organizational performance (Culver, 2006). These are not
dynamic and cannot be change. There are number of decisions that are to be used to make such
decision as experience, research, analysis, thinking and communication. It aims to design clear
organization goal and mapping strategies as per organizational objectives. That relates to the key
performance of company and help in managing market condition. These conditions include
competitors, customers and economic changes (Rana, 2014).
Tactical decisions taken by Cox & Kings
In order to strengthen the middle level management various tactical decision are to be
made by Cox & Kings. In order to use effective decision the organization has made various
traditional methods. In present scenario, company is using traditional methods as they are
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conducting meeting to take decisions. Online tactics can be used to promote the services of tour
operators (Damonte, 2013).
Company can focus on creating price package as per seasonal demand because they will
be able to handle customers as per different seasons. In winter season, prices of the tours can be
reduced for places that are very cold and like this in summer also prices can be reduced for
places that have hot temperature. Also prices can be made according consumer behavior in
which behavior of people as per their travelling can be analyzed to increase and decrease prices
(Mehmetoglu, 2004).
In terms of promotion, company can focus on social media as it will help the company to
cater larger number of audiences in limited time with very less expenses. Company can also
design its own websites for promoting their tour packages. Further third party websites like
Google, Expedia, etc can also be used by using proper keywords to promote different packages
of company (Aktas, 2003).
CONCLUSION
From the above report it can be concluded that in travel and tourism industry, tour
operators pay an important role. The responsibility of using effective use of tourism element is
on tour operator. These elements are accommodation, transportation and food. In the report
various emerging trends of tourism industry have been explained such as Social media, Active
adventures, Shopping tourism and Tour Packages. It provides evidence how all the trends help
the organization in making huge profits. With the help of these tools business expansion can be
done. In the report, an effective plan has been designed for Cox & Kings for famous destinations
such as Cuba, Chile and Brazil. The particular plan ensures business for making profits and
reducing costs. The report supports the non - traditional methods communication such as social
media. This will be helpful for companies to sell their holiday packages. Further, tactical
decisions have been explained in respect with Cox & Kings in order to gain competitive
advantage.
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