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Tourism Management
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TOURISM MANAGEMENT
The companion website for this book can be found at www.elsevierdirect.com/9781856176026
TOURISM
MANAGEMENT
Managing for change
Third edition
Stephen J. Page
AMSTERDAM • BOSTON • HEIDELBERG • LONDON
NEW YORK • OXFORD • PARIS • SAN DIEGO
SAN FRANCISCO • SINGAPORE • SYDNEY • TOKYO
Butterworth-Heinemann is an imprint of Elsevier
Butterworth-Heinemann is an imprint of Elsevier
Linacre House, Jordan Hill, Oxford OX2 8DP
30 Corporate Drive, Suite 400, Burlington, MA 01803, USA
First edition 2003
Second edition 2007
Third edition 2009
Copyright © 2003, 2007, 2009, Stephen J. Page. Published by Elsevier Ltd. All
rights reserved
The right of Stephen J. Page to be identified as the author of this work has been
asserted in accordance with the Copyright, Designs and Patents Act 1988
No part of this publication may be reproduced, stored in a retrieval system
or transmitted in any form or by any means electronic, mechanical,
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of the publisher
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Notice
No responsibility is assumed by the publisher for any injury and/or damage to
persons or property as a matter of products liability, negligence or otherwise,
or from any use or operation of any methods, products, instructions or ideas
contained in the material herein.
British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloguing in Publication Data
A catalogue record for this book is available from the Library of Congress
ISBN: 978-1-85617-602-6
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visit our website at www.elsevierdirect.com
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Printed and bound in Slovenia
09 10 11 12 13 10 9 8 7 6 5 4 3 2 1
Contents
List of figures xiii
List of tables xix
Preface xxi
Acknowledgements xxiii
Chapter 1 Tourism today: Why is it a global phenomenon
embracing all our lives? 3
Learning outcomes 3
Introduction 3
Travel and sustainability6
Why study tourism? Is it just about enjoyment and holidays? 8
The leisure society10
The internet12
Case study: Tourism growth and development in Vietnam13
Concepts – tourism, the tourist and travel14
Measuring tourism19
New forces affecting tourism – globalization, inequality
and the developed and developing world24
A framework for the book27
References34
Further reading34
Questions34
Chapter 2 Tourism: Its origins, growth and future 37
Learning outcomes37
Introduction37
Case study: Changing patterns of SPA development
as a form of tourism46
Tourism and the coast: The seaside resort47
Tourism in the Edwardian and inter-war years53
Diary of a tour of Scotland54
Case study: The emergence of domestic tourism promotion
in the inter-war and post-war period – Ontario, Canada60
Post-war tourism: Towards international mass tourism68
vi Contents
The future of tourism 72
Case study: Forecasting international growth in New Zealand 74
Space tourism 75
Conclusion 77
References 78
Further reading 79
Questions 79
Chapter 3 Demand: Why do people engage in tourism? 81
Learning outcomes 81
Introduction 81
What is tourism demand? 83
The motivation dichotomy: Why do people go on holiday? 87
Intrinsic and extrinsic motivation 88
Case study: The youth travel market92
Maslow’s hierarchy model and tourist motivation 93
The tourism tradition of motivation studies:
Classifying and understanding tourist motives 96
Consumer behaviour and tourism100
Purchasing a holiday104
Case study: The stag and hen party market – a tourism
opportunity or problem?105
Case study: The Chinese outbound tourism market110
The future of tourism demand112
Conclusion113
References114
Further reading115
Questions115
Chapter 4 The supply of tourism 119
Learning outcomes119
Introduction119
Influences on tourism supply issues:
The business environment122
Managing tourism supply issues124
Case study: Corporate strategy and change in the hotel
sector: The evolution of the Intercontinental
Hotels Group125
Accommodation131
Visitor attractions and activities132
Case study: The impacts of sporting events:
Hosting the 2012 London Olympic Games137
Contents vii
Transport 141
Tourism organizations and agencies and the
supply of tourism 144
Case study – Tourist Information Centres and
visitor servicing146
Managing the supply of tourism in the new millennium 149
Summary 152
References 153
Further reading 153
Questions 153
Chapter 5 Transporting the tourist I: Surface transport 155
Learning outcomes 155
Introduction 155
Transport, tourism and the tour 158
Policy issues in tourist transport 159
Case study: Innovation in coach travel –
Stagecoach’s Megabus.com 168
Land-based transport 175
Water-based transport 193
Boating on the Norfolk Broads: A tourism resource? 201
Managing land- and surface-based tourist transport 202
References 203
Further reading 205
Questions 205
Chapter 6 Transporting the tourist II: The aviation sector 207
Learning outcomes 207
Introduction 207
The role of the airport as a tourist terminal facility 208
The international airline industry 218
Managing the airline industry 223
Regulating international air transport 225
Airline marketing: Its role and recent innovations 229
The low-cost carriers: Aligning service provision
to demand 231
Case study: The low-cost carrier:
The SouthWest phenomenon 232
Recent developments in the low-cost airline
market in the UK 239
viii Contents
Airline marketing and developing client relationships:
Frequent flyer programmes and alliances243
Future trends247
Conclusion248
The future of tourist travel and transport249
References250
Further reading250
Questions251
Chapter 7 Accommodation and hospitality services 253
Learning outcomes253
Introduction253
The hospitality sector254
The accommodation sector255
The accommodation sector as a global phenomenon
and operational issues258
The characteristics of the accommodation industry260
Case study: Condominium development and mixed
leisure use – one case of Dubai264
Types of tourist accommodation265
Case study: Luxury travel and the accommodation sector274
Case study: Self-catering accommodation in
the Lake District281
Other issues for the accommodation sector285
Conclusion290
References291
Further reading291
Questions291
Chapter 8 Tour operating and travel retailing 293
Learning outcomes293
Introduction293
The tour operator296
The European holiday market303
Case study: Holidaymaking in Norway305
ATOL trends306
Case study: The Thomas Cook –MyTravel merger in 2007313
Consumer trends affecting the future of tour operating315
Consumer issues in tour operating317
Marketing and planning the holiday: The holiday brochure319
Business travel329
Travel agents and information communication technology330
Contents ix
Social networking and tourism332
Case study: TripAdvisor and the rise of internet ratings
of tourism products and services333
The future of travel retailing 334
Case study: Travel agencies in Australia – The rise of
Flight Centre as a retailer 336
Conclusion 337
References 338
Further reading 338
Questions 338
Chapter 9 Visitor attractions 341
Learning outcomes 341
Introduction 341
Classifying visitor attractions 344
Visitor attractions in the UK: Recent trends and patterns 351
Visitor attractions: Product considerations 356
Attractions as a leisure product 357
Visitor attractions and the product life cycle 359
Visitor attractions and the visitor experience 361
Managing the visitor experience: Potential and prospects 365
Case study: Using visitor attractions to develop
tourism: The case of Dubai 366
The future for visitor attraction management 368
Conclusion 373
References 374
Further reading 375
Questions 375
Chapter 10 The management of tourism 377
Learning outcomes 377
Introduction 377
Managing tourism businesses: Key principles 378
The purpose of management in tourism organizations 379
What do tourism managers manage? 383
Marketing tourism as a management function 383
Managing operational issues in tourism businesses 385
Managing service provision: Human resource
issues and service delivery 387
Service provision in tourism: A perennial management
challenge? 389
x Contents
Case study: The Disney model of customer care392
Developing and managing tourism ventures in the
small business sector395
Tourism and innovation400
Case study: Successes in the Scottish enterprise
innovation programme for tourism404
Tourism management in action: Designing and
developing a visitor attraction407
A feasibility study for a new tourism attraction:
The scope and range of issues409
Conclusion410
References412
Further reading413
Questions413
Chapter 11 The public sector and tourism 415
Learning outcomes415
Introduction415
Governments and tourism416
Case study: Government policy towards tourism in
Africa and the role of industry associations in
Southern Africa425
Planning and tourism439
Government tourism strategies443
Case study: The Scottish Tourism Framework for Action
2002–2005 and Scottish Tourism – the Next Decade:
A framework for tourism change 2006 –2015 444
The public sector marketing of tourism451
The future of the public sector in the
management of tourism459
References462
Further reading463
Questions464
Chapter 12 Managing the visitor and their impacts 467
Learning outcomes467
Introduction467
The geography of tourism: Its application
to impact analysis468
European tourism: Trends and patterns470
Contents xi
The geography of European tourism based on
air transport: Key trends and impacts 471
Analysing the impact of tourism 475
The economic impact of tourism 477
Case study: The Tourism Satellite Account in New Zealand 487
Social and cultural impacts of tourism 488
Tourism and the environment 492
Visitor management 496
Case study: Managing the tourist impact in Venice 504
Future issues for visitor management 513
References 516
Further reading 518
Questions 518
Chapter 13 The future of tourism: Post tourism? 521
Learning outcomes 521
Introduction 521
The spread of tourism 522
Case study: The Tourism Strategy of Turkey – 2023526
Understanding the future of tourism 530
Understanding the future drivers of change for
global tourism531
The pressures for tourism to change 537
Crises and disasters in tourism 539
Case study: The growing regulation of businesses and
risk for consumers – implications for tourism540
Technology and tourism 542
Climate change, tourism and the environment:
Its impact on future tourism trends543
New business trends 544
Limiting tourism: The beginning of the end? 545
Towards a new tourism management concept:
Managed tourism 550
References 556
Further reading 557
Questions 557
Index 558
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Figures
1.1 The classification of tourists16
1.2 Leiper’s tourism system18
1.3 The growth of international tourism since 1950: (a) total
visitor arrivals; (b) percentage change year on year21
1.4 A framework for tourism management30
1.5 St Ives, Cornwall, which looks like a peaceful fishing town but
suffers massive visitation in the summer season (also see Figure
1.6) requiring visitor management measures and a strategy to
manage tourism32
1.6 St Ives, peak tourist season: A destination under siege – what
is it like for residents of the town during this period?33
2.1 Grand Tour routes in Europe, 1661 – 170043
2.2 Grand Tour routes in Europe, 1814 –1820 44
2.3 The resort life cycle45
2.4 The development of selected leisure destinations in the eastern
USA by the mid-nineteenth century48
2.5 Transport technology and the growth of the seaside resort50
2.6 London Transport poster advertising travel in 1915 despite
wartime propaganda to restrict domestic trips57
2.7 Thomas Cook brochure advertising air travel, 193759
2.8 Thomas Cook provided ever more adventurous travel options
for British citizens in the 1920s and 1930s to the Far East
reflecting the growing network of cruises and shipping
networks 65
2.9 1930s Thomas Cook Nile voyage, which was rediscovered and
re-promoted in the 1980s and 1990s with great success by
the company66
2.10 Number of visitors to Britain 1921 –57 69
2.11 The growth of tourism in Spain70
3.1 Port Isaac, Cornwall, and the setting for the popular television
series Doc Martin ; the destination has attracted increased
visitation since the series begun illustrating the significance
of film tourism as a motivation to visit84
3.2 Universal Studios, California, a major visitor attraction which
can accommodate all day visits and is suited to the many
market segments85
3.3 Concept map for understanding tourist behaviour86
3.4 Determinants of tourism demand87
3.5 Maslow’s hierarchy of individual need94
3.6 Plog’s psychographic traveller types97
3.7 The relationship between needs, motivations, preferences and
goals in individual holiday choice100
4.1 A typical tourism supply chain129
4.2 The characteristics of adventure tourism140
4.3 The role of transport in tourist travel142
4.4 Conceptualization of the collaborative strategy process for
international airlines143
4.5 The customer journey148
5.1 Hypothetical example of the impact of railway technology on the
growth of coastal tourism in Victorian and Edwardian England156
5.2 Tourist travel from origin to destination area and return157
5.3 A tour with an itinerary, visiting different areas158
5.4 The UK rail passenger industry structure164
5.5 Car parking at this beach resort illustrates the management
issues associated with accommodating the impact of the car
and domestic tourism167
5.6 Advertisements for Megabus169
5.7 A Megabus vehicle171
5.8 Booking online for Megabus171
5.9 Map showing the Megabus routes173
5.10 Megabus USA service174
5.11 Eden Project, Cornwall189
5.12 Heritage bus tour, Alnwick, Northumberland, illustrating that
transport can be an attraction in its own right, supplementing
the destination189
5.13 National Express HST 125 long-distance train service, passing
over the viaduct at Berwick upon Tweed, UK191
5.14 Railways which offer a scenic journey, such as the St Ives Line
in Cornwall, can also be a tool for destination marketing and
branding as illustrated by the train advertising192
5.15 1920s cruise of the tropics organized by Thomas Cook194
5.16 Schematic diagram of the steamer routes operated by the
Peninsular and Orient (P &O) Steam Navigation Company
in 1890196
xiv Figures