Tour Operation Management Report: Planning, Strategies, and Decisions

This report provides a comprehensive analysis of tour operation management, focusing on the activities performed by a tourism company to serve visitors. The report examines the planning decisions involved in designing brochures, evaluating alternatives to traditional brochures, and assessing different distribution methods used to sell holiday packages. It also delves into the strategic and tactical decisions made by tour operators, such as pricing strategies, positioning, and marketing approaches. The report uses LCB Tours as a case study, exploring its operations, strategies, and decision-making processes. The report evaluates the cost considerations, format decisions, and target market analysis in brochure design. It also assesses the suitability of e-brochures, social media, and press releases as alternatives. Furthermore, it evaluates distribution methods like direct distribution, online travel agencies, and visitor information centers. The report also analyzes strategic decisions like pricing strategies, branding, and distribution decisions. Finally, it explores tactical decisions, including tactical responses, pricing, and marketing, providing a detailed overview of tour operation management and its various components.

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
AC3.1 Evaluate the planning decisions taken for the design of a selected brochure.............1
AC 3.2 Assess the suitability of alternatives to a traditional brochure for different types of
tour operator...........................................................................................................................2
AC3.3 Evaluate the suitability of different methods of distribution used to sell a holiday for
different types of tour operator...............................................................................................3
TASK 4............................................................................................................................................4
AC4.1 Evaluate the strategic decisions made by different types of tour operator.................4
AC4.2 Compare the tactical decisions that could be taken by a selected tour operator in
different situations..................................................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6
.........................................................................................................................................................6

INTRODUCTION
Management of tour operation refers to the set of activities performed by a tourism
company in order to serve visitors. Under this tour operators prepares holiday package with
information related to tour in order to attract visitors for enhancing their sales turnover. LCB tour
deals in providing services related to travel and tourism. This report elaborates about the
management of tour operations (Buckley, 2014). It explains about planning decisions that are
taken designing brochure along with the alternatives to traditional brochure for different types of
tour operators. Further it describes about different methods of distribution used to sell a holiday
package by tour operators. In addition to this it describe about strategic decisions made by tour
operates for performing its function. Apart from this it also describes about the comparison
between tactic decisions that are taken by tour operators.
TASK 1
Covered in Leaflet
TASK 2
Covered in PPT
TASK 3
AC3.1 Evaluate the planning decisions taken for the design of a selected brochure
Brochures are considered as the informative paper which is normally used for
advertising. In relation to the LCB tours, it is essential for its tour operators to take effective
planning decision related to the design. Some of main measures on the basis of which tour
usually takes decisions are described as below:
Cost: Cost of the product is usually based on different design, distribution, quality and
number of copies of brochure. As costing of brochures depends on design, it can be said that if
tour operator chooses 3D designing then it will increase the cost of brochure. Away with this, if
a person chooses high quality of brochure that means thick paper, font size, alphabetical styling,
color of print (Cetin and Yarcan, 2017). In context to the LCB tours, it will be beneficial for its
tour operator to finalize good quality of brochure which will help to influence interest of
customers towards tourism package.
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Deciding the format: After finalizing cost of the brochure, another responsibility of
marketing team of tour operators will focus on deciding format of brochure. It can be said that if
LCB tours wants to convey more detailed message to clients then they should choose three fold
type of brochure. Three brochure looks more like a booklet which include more information
about holiday packages offered by the company.
Target market and budget: Planning of designing of brochure also includes decision of
targeted market too. It is essential for marketing team to firstly discuss with tour operator that
they need brochure for which area or market (Chand and Katou, 2012). It can be said if tour
operator of LCB is targeting international clients then they should design brochure which reflects
their culture. This will contribute in grabbing attention of international clients.
Determining print specifications: In this step of planning of designing of brochure now
emphasize on printing media. In relation to specialist tour operator, it is important for them to
mainly emphasize on the printing of brochure. It can be said that this type of tour operator
should include pictures of location which they are adopting for travelers. This will help visitor to
adopt get an idea of the actual location.
Timescale and stages of production:
AC 3.2 Assess the suitability of alternatives to a traditional brochure for different types of tour
operator
Brochures are the thick paper which is consist of information of different packages which
the organization is offering to the clients. In context to LCB, the company was using brochures
of paper format, but now according to changing world scenario this company is focusing on
adopting latest kind of brochures which are helpful in connecting to the clients in more effective
manner. Some of them are describes as below:
 E-brochure: This type of brochure is used by organisations presented in their websites in
order to interact with customers at easily. It can be said that tour operator of LCB, should go
with adopts E- brochures as a modern marketing activity (Chand and Dahiya, 2014). As
whenever customers will visit the website they will be updated with the latest brochure. E-
brochure can be adopted by the outbound tour operator as it helps these tour operators so that
they can contact to the clients through emails.
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 Social Media: Social sites are considered as the latest updated mode of tourism as it helps
tourism company to interact with client in less cost. It can be said that social media brochures
are helpful for domestic tour operators as local people can upgrade their knowledge about the
same package in fast mode.
 Press: Tour operators of LCB, can use newspapers and magazines in order to share their
brochures with the people who around them. This mode of advertisement is helpful in
increasing interest of people towards the tour packages which will directly influence number
of visitors in every local trip.
AC3.3 Evaluate the suitability of different methods of distribution used to sell a holiday for
different types of tour operator
Distribution channel helps tour operators to sell out their package to the customers. It is
important for tour operators to choose appropriate distribution channel in order to sell maximum
number of holidays packages to clients (Dhiman, 2012). There are different type of distribution
channel which can be adopted by tour operators of LCB tours. Some of them as described as
below:
 Direct Distribution:- It refers to the type of distribution method where tour operators
directly sell holiday packages to its customer without involving any mediator or third part.
Direct distribution method is most suitable for domestic tour operators as they perform their
operation within their own country. It is one of the most effective way as tour operator are
directly communicating with their customer which support them to explain detail of package
in more appropriate manner to its users.
 Online travel agencies:- Under this method tour operators generally involve third party in
its operations to communicate with their customers where they maintain an website over
internet which provide a detail information about tour packages. From this websites users
can access the information and can communicate with personnel of tour operator over
telephone in order to purchase their holiday package (Filby, Stockin and Scarpaci, 2015).
This type of distribution method will be more suitable for specific tour operator as they
provide services for specific geographical area.
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 Visitor information centre:- It refer to a type of distribution method in which tour operator
manage a centre where tourist can visit to collect the information related to available holiday
package. This method is more suitable for inbound tourist as they provide services or holiday
packages to people who belong to different country. So this type of distribution method help
them in providing services to tourist that belongs to another nation and visited to spend their
holidays.
TASK 4
AC4.1 Evaluate the strategic decisions made by different types of tour operator
LCB tours is planning to adopt new strategies in order to meet actual requirement of the
company's growth expectation (Holland and Leslie, 2017). For this, its tour operator have gone
through some of the latest strategies which are helpful in enhancing profitability of the company.
Some of these are described as below:
 Pricing Strategies: Tour operator of LCB tours can go for discounting strategies as it will
attract more number of clients for holidays packages. As discounts are helpful in grabbing
attention of local as well as outsiders customers. This strategic decision can be adopted by
domestic tour operator in order to increase their number of clients.
 Positioning and image/branding: In this type of decision, outbound tour operator usually
persuade customers according to their budget in order to realise them only they are only one
in tour industry who are offering tourism service in their budget only. In context to LCB
tours, its tour operator often uses this strategy to attract international tourist at the time of
tours.
 Distribution decisions: In this type of strategic decision, tour operator of LCB is required to
fulfill requirement of customers at the time of their visit (KhairatP0F and Maher, 2012). It
can be said that this kind of decision are taken by inbound tour operators as client who are
coming from different continue can ask for any thing anytime.
As per the above mentioned strategic decision, it can be said that tour operators of LCB
tours can adopt these decision in order to persuade clients to choose their holiday packages.
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AC4.2 Compare the tactical decisions that could be taken by a selected tour operator in different
situations
Tactical decisions are considered as medium of decision on the basis of which they are
taken. It can be said that different type of tour operators are taking tactical decision on different
situation which occurs at the time of actual tours. In context to tour operators of LCB tours, they
are mainly considering some of the factors which while taking decision at the time of tours.
These factors are described as below:
Tactical Responses: Specialist tour operators of LCB tours are required to take tactical decision
according to response of its clients in particular situation (Shyju and Lama, 2015). It can be
said, if clients of specialist of tour operator asks for something belongs to their native
country. Then it is the responsibility of Tour operator to be prepared in order to handle same
situation.
Tactical Pricing: Pricing of tours varies on the basis of destination and season in which visitors
are visiting it. It can be said that inbound tour operator can avail discounts to its clients
which is helpful in developing interest of the clients in their holiday package (Su and et. al.,
2014). Along with this, pricing of holiday packages also depends on market situation and
economical condition of destination country.
Tactical Marketing: Tour operator of LCB tours should adopt variety of marketing activities on
the basis of holiday packages. For example: domestic tour operators can social media and
print media as their marketing activity. As this kind of media is helpful in reaching local
clients in less period of time.
CONCLUSION
As per the above mentioned report it can be said that tourism sector is quite vast in size.
Tour operators are usually prepares attractive package for visitors which is economical for
travellers as it covers all the expenses of whole trip. On the other hand, it generates huge amount
of money for tourism company. It has been observed that for preparing effective holiday package
, it is mandatory for tour operator give importance to every stage. It can be said that, modern
types of brochures like E- brochure, social media and press are more useful for tour operators as
it helps them to influence clients towards their tour packages. It has been analysed that
distribution channels are finalized by tourism company on the basis of their different type of tour
operators.
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REFERENCES
Books & Journals
Buckley, R., 2014. Tour production costs. Journal of Travel Research. 53(4). pp.418-19.
Cetin, G. and Yarcan, S., 2017. The professional relationship between tour guides and tour
operators. Scandinavian Journal of Hospitality and Tourism. 17(4). pp.345-357.
Chand, M. and Katou, A. A., 2012. Strategic determinants for the selection of partner alliances in
the Indian tour operator industry: A cross-national study. Journal of World Business.
47(2). pp.167-177.
Chand, M. O. H. I. N. D. E. R. and Dahiya, A., 2014. The impact of Service Quality on tourist
satisfaction and loyalty in Indian tour operation industry. International Journal of Sales
& Marketing Management Research and Development (IJSMMRD). 4(5). pp.1-14.
Dhiman, M. C., 2012. Employers' perceptions about tourism management employability skills.
Anatolia. 23(3). pp.359-372.
Filby, N. E., Stockin, K. A. and Scarpaci, C., 2015. Social science as a vehicle to improve
dolphin-swim tour operation compliance?. Marine Policy. 51. pp.40-47.
Holland, J. and Leslie, D., 2017. Tour Operators and Operations: Development, Management
and Responsibility. CABI.
KhairatP0F, G. and Maher, A., 2012. Integrating sustainability into tour operator business: An
innovative approach in sustainable tourism. Tourismos: An international
multidisciplinary journal of tourism. 7(1). pp.213-233.
Shyju, P. J. and Lama, R., 2015. An empirical study of new age employment in tour operations
and allied areas. International Journal of Tourism and Travel. 8(1/2). pp.20-31.
Su, C. J., and et. al., 2014. Tour Leaders' Impression Management and Job Performance:
Exploring the Moderating Role of Tourists' Self-Monitoring. Asia Pacific Journal of
Tourism Research. 19(3). pp.356-373.
Yan, L. and Ho, H. K., 2017. Impression management of tour leaders. Asia Pacific Journal of
Tourism Research. 22(4). pp.422-435.
Zhou, Z., 2015. Travel agency and tour operation.
Online
Distribution Channels. 2016. [Online]. Available through<https://www.feedster.com/blog/direct-
and-indirect-marketing-methods-and-distribution-channels/>.
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