Tour Operation Management Report: LCB Tours Operations and Decisions

This report examines tour operation management within the context of LCB Tours, a British tourist company. It covers various aspects of tour operations, including the design and evaluation of brochures, exploring alternative distribution methods like e-brochures, apps, and social media. The report analyzes strategic decisions such as pricing and image branding, alongside tactical responses to market situations. It provides a detailed look into the operational strategies, decision-making processes, and the importance of adapting to current trends within the tourism sector. The report also discusses the suitability of different distribution methods for selling holidays and the strategic and tactical decisions taken by tour operators. The analysis emphasizes the significance of understanding customer preferences, pricing strategies, and effective marketing to enhance a tour operator's performance and market position.

TOUR OPERATION
MANAGEMENT

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
Covered in leaflet........................................................................................................................1
TASK 2............................................................................................................................................1
Covered in PPT...........................................................................................................................1
TASK 3............................................................................................................................................1
3.1 Evaluate the planning decisions taken for the design of a selected brochure.......................1
3.2 Suitability of alternatives to a traditional brochure for different types of tour operator.......2
3.3 Suitability of different methods of distribution used to sell a holiday for different types of
tour operator................................................................................................................................3
TASK 4............................................................................................................................................4
4.1 Strategic decisions made by different types of tour operator................................................4
4.2 Tactical decisions that could be taken by a selected tour operator in different situations....4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Tour operation business constitute an important aspect within tourism sector. Managing
all the necessary operations and activities related with tourism is termed as tour operation
management. Business of tour operation is linked with other segments of tourism because it acts
as a link between tourists and other services. This sector plays a vital role in the development of
the country as it generates ample amount of income which helps a nation to sustain (Evans,
Stonehouse and Campbell, 2012). This present assignment is based on lcb tours which is British
tourist company. It is a service provider and coordinates tour and associated facilities for tourist
and visitors. Its main office is registered in London. This report includes effects of recent and
current trend along with development in tour industry. Timescales, stages, sustainability, selling
price of holiday is mentioned. Research also includes information related with brochures. At last,
strategies and decisions taken by tour operators are mentioned.
TASK 1
Covered in leaflet
TASK 2
Covered in PPT
TASK 3
3.1 Evaluate the planning decisions taken for the design of a selected brochure.
To select a perfect brochure that will help the tour company to popularize them needs to
take care of several aspects like designing format, cost, targeted market and budget etc
 Cost: It means to utilize all the available resources in a optimized manner. The design of
brochure needs to be well maintained and attractive so that more customers will feel
tempted toward lcb tour company and their services (Neubauer and Wood, 2014). These
brochures must be distributed to maximum people so that the lcb tour company became
familiar with wide clients base. Brochure's print quality should be good. Good quality
pamphlets and brochure easily grab attention of people. Tearing or unnecessarily
distribution of printed brochure must be avoided as it will results in wastage of money.
 Deciding the format: The lcb tour company will adopt two fold designing format. On
first page the lcb will share information about company and associated people with it.
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Pictures of main office and destinations can be printed (Page, 2014). It will make
brochure more appealing. On second and third page, facilities and services that are
provided by the company are provided. Packages along with prices are mentioned so that
client can decide the best option appropriate for them.
 Target market and budget: From all the sections of society a particular section of
people is selected and according to that the budget of trips and packages are maintained.
In the case of lcb, company is going to target high class as they are always ready to pay
more in return of eminent facilities. Print specification: In this, brief about sites and destinations is provided along with their
prime location. Special locations are highlighted. Due to this customers will notice these
prime locations . Budgets are also mentioned along with it. Some brochure only contains
specif information not detailed one.
3.2 Suitability of alternatives to a traditional brochure for different types of tour operator
These traditional brochure has several demerits which are needed to be overcome to
provide customer precise information. These limitations have less coverage and scope. Various
alternatives can be adopted by tour operators which are outlined below:
E-brochure: These are regarded as online reports which is provided to audience by the
help of internet. This covers large market and also provide other functions to audience. This type
of brochure is used by lcb to acknowledge customers from outside UK regarding their facilities.
Android/iPad Applications: These are the software applications which run on digital
media and online platforms. These are basically developed for mobile devices because most of
the people have access to mobile phone (Shukla and Ansari, 2013). Sky scanner is one of the
application used by the Samsung users. This application allow them to book for traveling. Tour
operator interact with the owners of these app and sign some terms and contracts for
collaborative work.
Social media: It is considered as one of the best way that can be used by a company to
familiarize their information to mass population within limited time. lcb is a tour company which
can provide best services worldwide. It is the best approach for the company to expand their
presence and connect with customers within less amount. Applications available in digital media
also help the company to know the review of clients regarding their service.
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3.3 Suitability of different methods of distribution used to sell a holiday for different types of
tour operator
It is an necessary aspect for a tour operator to identify various distribution methods to
maintain sustainability in their business activities (Su, et. al., 2014). There are several tactics
which are used by lcb to sell their packages like two level distribution, direct distribution,
websites of government etc. All these aspects have their merits and demerits which is needed to
be overseen by company by taking appropriate decision. Sustainability of the methods can be
defined as follow:
Direct distribution: In this a firm directly delivers their services and products to the
customers. This is the best approach for small tour operators which are having direct link with
clients in local markets. This will help in buying the trust and appreciation of clients due to
eminent facilities provided by the company. This method is best for companies like lcb tour
coordinators.
Through social network website: It is a distribution method which is used by large tour
operators which carry out their business activities globally. In this method, sale of services and
product is carried out with the help of social media which is used by individuals worldwide. One
merit is that the money of clients is secured when they cancel trips due to some reasons.
Government websites: This method is very useful for public organisations to sell and
distribute holiday packages. In this, government have their stakes (Tejada and Moreno, 2013).
As on this, customers and tourist believes that they are secure and the best security is provided to
them when they carry out transaction process with the help of such governmental sites. Usually,
the process of booking and selling is quite tiring and long but because of the security that no
fraud is going to take place in future, people go for it. This is due to influence of government
while transacting to these companies and organisations.
TASK 4
4.1 Strategic decisions made by different types of tour operator
Lcb tour and travel limited develop efficient tactics and strategies to carryout business
operations and activities in a proper way. For this purpose, company conducts surveys and
investigations to identify the needs, taste, preferences and perception of the people (Kumar and
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Kumar, 2018). By acknowledging this, the company can implement effective decisions which is
related with transportation, lodging, location and accommodations etc. some strategic decisions
which are taken by different organisations are outlined below:
Pricing strategies: lcb company needs to formulate appropriate decisions in aspects like
costing of tour packages. It is important to have affordable and reasonable packages so that
average income people can afford them easily (Tian-ling, 2012). This will help lcb company to
improve their annual turnover and market image. Segmentation on the basis of income is vital for
company to target different sections of society.
Surcharge policy: In this, it is important for a company to provide proper information
regarding the surcharges. By this, all costs will be known to consumers and issues like hidden
costs and extra pays will not take place. This will help the lcb to develop and maintain loyalty
with their potential clients. In return, this will increase the value of company and profit margins
too.
Positioning and image branding: It is very essential for every organization whether it is
dealing in hospitality, tourism or some other sector to provide necessary and accurate
information to the customers. This will help lcb's tour operator to create a better position in the
minds of clients and other masses. Along with this, positive reputation of the company will
develop which enhance the value of company within and outside UK.
Distribution decision: To become a renowned company in tourism sector is it vital for
lcb to consider several methods of distribution rather than single method. This will help the
company to grab attention form large number of masses and more people will become interested
in buying their packages and service.
4.2 Tactical decisions that could be taken by a selected tour operator in different situations
In hospitality sector, several firms are there which conduct their business operations by
developing and executing their decisions associated with different tactics. This helps the
companies like lcb to enhance their profit margins at a constant rate. Also, it helps in maintaining
Robust customer portfolio. This results in attainment of objectives and goals in a better way.
Tactical response: In this, the employees working in a particular firm give response
regarding the services and products offered by the company (Witt, Brooke, and Buckley, 2013).
The main work of lcb tour agency is to manage and deal with the reviews and responses which
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are given by different customers in an efficient way. Working staff of lcb needs to be capable of
resolving queries of clients. This will generate a positive impact for company in minds of
customers which will results in retaining of clients for a longer time span.
Tactical pricing: It is very important that lcb must maintain their costs either in case of
attracting the wide customer base or for providing competitive advantage to the company. If the
pricing of different packages will be reasonable and affordable then more people will get
attracted towards it. This will help the concerned company to increase their revenues as more
people will buy packages to spend quality time with their family.
Tactical marketing: under this, several decisions are taken which are related with the
services as well as programs conducted by company (Zhenbin, 2013). These decisions are taken
on regular basis along with checking the impacts of promotional and advertising tactics. In
respect to this, lcb can formulate new policies and change their existing ones if required within
specified time. This will provide advantage by increasing sales of traveling products and
holidays package.
CONCLUSION
As mentioned in above discussed research, it is analyzed that the sector involving tourism
and related operations is an integrated aspect for tour and traveling business. It is very important
for a travel agency or company to adopt better and modern techniques while conducting their
business operations and activities. In this presented report, different kind of tour operators are
studied. Also, suitability of different methods and approaches related with contacting is
discussed. brochure and tactical strategies plays a vital role in enhancing the sales of a tourism
company.
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