Matakuliah : G1174/Tourism Management and Planning
Tahun
: 2007
The Management of Tourism Destination
Pertemuan 9-10
Topics
• The significant of management and their application in tourism
destination
• The role of management to cater the need of tourists
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Objectives
1.
2.
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To explain the principles of management in tourism destination
To demonstrate the application of management in tourism
destination
Managing tourism busines: Key principles
• Tourism management involves harnessing the power over
resource (6’s M – man, money, machine, method, material,
market) and the organisation to bring some degree of
order to the tasks that must be undertaken to function
and achieve its objectives.
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The purpose of management in tourism
• Profitability, which can be achieved through higher output, better services,
attracting new tourists, and cost minimalisation
• Raising public awareness and undertaking activities for the wider public good
• Efficiency, to reduce expenditure and inputs to a minimun to achieve more costeffective outputs
• Effectiveness, achieving the desired outcome, not necessarily a profit-driven.
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What to be managed?
The heterogenity (ie. Diversity), perishability (ie. A tour cannot be
stored and sold at a different time) and intangibility of tourism
services make management a challenge.
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Key problems in tourism management
1.
2.
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The tourists must travel to the product to consume it
The operator has little influence over the tourism activities
(holiday)
Management Function and Area
• Management function:
– Planning
– Organising, Actuating and Directing
– Controlling and Evaluation
• Management area
–
–
–
–
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Marketing
Operation
Human resources
Financial
Tourism Planning Approach
1.
2.
3.
4.
5.
6.
7.
8.
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Continuous, incremental and flexible approach
System approach
Comprehensive or (holistic approach
Environment and sustainable development approach
Community approach
Implementable approach
Application of a systematic planning approach
Co-operative approach
Organising
•
•
In organising, destination are classified based on
– Form and type of destination
– Function of destination: primary and secondary
– Parameter: conservation and satisfaction
– Management system: supporting and development effort
Classification of destination management
– Class A: highly potential
– Class B: medium
– Class C: adequate
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Form of destination organisation
• Government - owned and managed by government ie. National Park, Heritage
building, etc.
• Private –owned and managed by private ie. Theme park, Leisure centre, etc.
• Collaboration between government and private ie. Resort, etc.
• The public, act as stakeholder of the destination, ie. Community based tourism,
ect.
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Controlling and Evaluating
• One way of controlling and evaluating the tourism management is by assessing
the tourism impact in the destination.
• Tourism is widely knows as a major agent of changes in economic, environment
and socio-culture, either positively or negatively,
• Some are controllable but some can not, still all effects can be evaluated and
preventive action can be taken.
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Marketing tourism as a management function
• The focus of marketing belies on the fact that tourism consumption
is based upon the provision of services.
• The marketing acts as link between visitors with the suppliers.
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Managing operational issues in tourism
• The focus of operational issues belies on the adequacy of facilities
and services.
• It focuses on interrelated areas:
–
–
–
–
–
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Capacity
Standards
Scheduling
Inventory, and
Control
Managing human resource and service delivery
• In tourism, visitors purchase the skills, service and commitment of a range of
human contributors to the experience that they are about to embark upon.
• The challenge facing the tourism destination will only be met successfully by a
well-educated, well-trained, bright, energetic, multi-lingual and entrepreneurial
workforce who understand the nature of tourism and have a professional training.
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Managing financial issues
• Tourism exist from the interaction, trade and exchange goods,
services and knowledge to create wealth or other output.
• Benefit (in terms of profit) is the main driver of many businesses.
• Tourism should be profitable but not over-exposed which lead to
degradation.
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Conclusion
• Managing tourism is a dynamic activity.
• Changes and more changes or even disruption is a challenge of
managing a fast-charging business.
• All management function in all area of management are interrelated
to achieve the objectives, both from visitors’ and community’s
perspectives.
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