JAIPUR NATIONAL UNIVERSITY, JAIPUR

School of Distance Education & Learning

Internal Assignment No. 1

MBA HOSPITALITY MANAGEMENT - 2 YEAR

Paper Code: MBAHM-201

Paper Title: INTRODUCTION TO HOSPITALITY MANAGEMENT

Last date of submission: Max. Marks: 15

Q.1 What is role of a Tour Operator? Also give information about Travel Guide license and

permits required for National and International organisation.

Q.2 What do you mean by Cultural Tourism? Explain with example.

Q.1 What is role of a Tour Operator? Also give information about Travel Guide license
and permits required for National and International organization.

A tour operator is an organization, firm, or person who is responsible for the actual
arrangement of transport and accommodation facilities on any tour or vacations. They are also
responsible for operating and providing vacation through contracting, booking, and packaging
together of the various components of the tour such as hotel, transportation, meals, guides,
optional tours, and sometimes flights.

Some most important roles of the tour operators are following as:
Planning a Tour
Tour operators plan a tour and make tour itinerary which contains the identification of the origin,
destination and all the stopping point in a traveler’s tours.

Making Tour Package

Tour operators make tour package by assembling various travel components into a final
product that is called tour package which is sold to tourist with own price tag. 
Reservation
It is a very important function of all type tour operators and travel agencies. Tour operator makes all the
reservation by making linkages with accommodation sector, transport sector and other entertainment
organizations to reserve rooms, and seats in cultural programmes and transportation.

Travel Management
Tour operators manage tour from beginning to the end of the tour. A tour operator has the
responsibility to look after the finer details of a vacation or tour such as hotel, accommodation, meals,
conveyance etc. Tour operators provide travel guide, escorting services and arrange all travel related
needs and wants.

Travel Guide License new norms

The licensing of travel guides has undergone some major changes in the recent times. Earlier
licenses were issued to travel guides which includes RLGs (Regional Level Guides), State Tourist
Guides, Local Tourist Guides and Monument Guides. In total there were more than 12,000
guides in India as of July 2020 out of which 3,200 were registered RLGs.
However, as per the new directive by the Indian Government the old licensing system has been
replaced by the new one called the Incredible India Tourist Facilitator. As per the directive the
licenses issued under the old system were valid only until March 2021 and after that the license
holder had to mandatorily undergo a refresher course conducted by IITTM (Indian Institute of
Tourism and Travel Management) in order to renew their license.
The course is divided into Basic and Advanced Category for new aspirants and a Refresher
course for the license holders.
The basic course covers modules aimed at training the individuals in knowledge, skills, attitude,
etc., whereas the advanced and refresher courses aim at teaching contemporary tourism,
Indian architecture, Indian iconography and more advanced topics.
Currently these courses are being conducted online at www.iittf.gov.in

Permits required for national tour agency and international tour agency.

The govt has recently introduced new guidelines for issuance of tour operator licenses in India
and these can be found on the Ministry of Tourism website or on
https://etraveltradeapproval.nic.in/ which is the official website for getting approval by the
Ministry of Tourism.
There are various pre-requisites to be fulfilled and the list is quite exhaustive and keeps
changing from time to time therefore, for most up to date requirements, it is highly advisable to
visit the website and check for the current guidelines.
There are various categories under which one can apply like:

- Travel Agent – primarily deals in air, rail, ship tickets and visa arrangements
- Inbound Tour Operator – makes end to end arrangements of transport,
accommodation, sight-seeing, meals, guides etc.
- Tourist Transport Operator – one who provides transport services like cars, coaches,
boats etc.
- Adventure Tour Operator – company that is engaged in activities related to adventure
tourism, namely, water sports, aero sports, mountaineering, trekking and safaris etc.
- Domestic Tour Operator – makes all arrangements only for domestic tourists.

Besides other permits there are some basic permits which are required:
1. Tourist permits issued by concerned STA (State Transport Authority) / RTA (Road
Transport Authority)
2. For Adventure Sports the designated leaders should possess valid certificate or license
from a recognized institution or association.

In addition to the above it is also highly advisable to become an IATA Agent. The International
Air Transport Association (IATA) is the trade association for the world’s airlines, representing
some 240 airlines or 84% of total air traffic. IATA offers comprehensive training and
professional development services for travel agents, and IATA accreditation is a very important
seal of approval recognized worldwide.

Q.2 What do you mean by Cultural Tourism? Explain with example.

According to the United Nations World Tourism Organization (UNWTO), cultural tourism is
“movements of persons for essentially cultural motivations such as study tours, performing arts
and cultural tours, travel to festivals and other cultural events, visits to sites and monuments,
travel to study nature, folklore or art, and pilgrimages.” Cultural tourism includes travel, the
purpose of which is to visit scenic spots and participate in activities of cultural and historical
value. Cultural tourism is a type of tourism activity in which the visitor’s essential motivation is
to learn, discover, experience, and consume tangible and intangible cultural attractions or
products in a tourism destination. These attractions/products relate to a set of distinctive
material, intellectual, spiritual, and emotional features of a society.

The general conference of the United Nations Education Scientific and Cultural
Organization (UNESCO) issued the Convention on the safeguard of intangible
cultural heritage in 2003. It defines “intangible cultural heritage” as follows: “The
intangible cultural heritage means the practices, representations, expressions,
knowledge, skills—as well as the instruments, objects, artifacts and cultural
spaces associated therewith—that communities, groups and, in some cases,
individuals recognize as part of their cultural heritage. This intangible cultural
heritage, transmitted from generation to generation, is constantly recreated by
communities and groups in response to their environment, their interaction with
nature and their history, and provides them with a sense of identity and
continuity, thus promoting respect for cultural diversity and human creativity.”
Intangible cultural heritage protection is an important way to maintain cultural
diversity, cope with globalization, and provide sustainable cultural development. It
also guarantees to improve the quality of life. Cultural diversity is a source of
communication, innovation, and creation, and is as essential to human beings as
it is to maintain biological balance.
Cultural tourism activities
Whether a tourist is seeking a deep cultural experience or otherwise, there are a wide
range of activities that can be classified as cultural tourism. Here are a few examples:
o Staying with a local family in a homestay
o Having a tour around a village or town
o Learning about local employment, for example through a tour of a tea plantation
or factory
o Undertaking volunteer work in the local community
o Taking a course such as cooking, art, embroidery etc
o Visiting a museum
o Visiting a religious building, such as a Mosque
o Socialising with members of the local community
o Visiting a local market or shopping area
o Trying the local food and drink
o Going to a cultural show or performance
o Visiting historic monuments

Importance of cultural tourism

Cultural tourism is important for many reasons. Perhaps the most prominent reason is
the social impact that it brings.
Cultural tourism can help reinforce identities, enhance cross cultural understanding and
preserve the heritage and culture of an area.
Cultural tourism can also have positive economic impacts. Tourists who visit an area to
learn more about a culture or who visit cultural tourism attraction, such as museums or
shows, during their trip help to contribute to the economy of the area. Attractions must
be staffed, bringing with it employment prospects and tertiary businesses can also
benefit, such as restaurants, taxi firms and hotels.
Furthermore, for those seeking a deep cultural experience, options such as homestays
can have positive economic benefits to the members of the community who host the
tourists.
Revitalisation of Culture and Art
Some destinations will encourage local cultures and arts to be revitalised. This may be in
the form of museum exhibitions, in the way that restaurants and shops are decorated
and in the entertainment on offer.

Preservation of Heritage
Many tourists will visit the destination especially to see its local heritage. It is for this
reason that many destinations will make every effort to preserve its heritage.

Cultural tourism in India

It is impossible not to visit India and experience the culture. Even if you are staying in a 5
star Western all-inclusive hotel in Goa, you will still test Indian curries, be spoken to by
Indian workers and see life outside of the hotel on your transfer to and from the airport.
For most people who travel to India, however, cultural tourism is far more than peeking
outside of the enclave tourism bubble of their all-inclusive hotel.
Thousands of international tourists visit the Taj Mahal each year. Many more people
visit the various Hindu and Buddhist temples scattered throughout the country as well
as the various Mosques. Some visit the famous Varanassi to learn about reincarnation.
Most tourists who visit India will try the local dal, eat the fresh mutton and taste chai.
All of these activities are popular cultural tourism activities.
 JAIPUR NATIONAL UNIVERSITY, JAIPUR
School of Distance Education & Learning
Internal Assignment No. 2

MBA HOSPITALITY MANAGEMENT - 2 YEAR

Paper Code: MBAHM-201

Paper Title: INTRODUCTION TO HOSPITALITY MANAGEMENT

Last date of submission: Max. Marks: 15

Q.1 "Front office department is the major revenue generating department." Explain.

Q.2 What is the role of Travel Agency in Hotel industry?

Q.1 "Front office department is the major revenue generating department."
Explain.

Front Desk is a very important department in the hotel, making direct contact with
guests. The main function of this department is Reservation, Guest service, Check-in,
Check-out, Telephone, Finance & Cashiering, Foreign Exchange, Room Assignment,
Inquiry etc.
Should guests have any problems or require to appreciate or comment, they would
normally go directly to the Front Office. Therefore, this department is the direct
delegate to link the work and report the consequence to other departments.
This department is one of the major operational and revenue-producing departments of
the hotel which generates two-thirds of the revenue earned by a hotel from the sale of
the guest rooms. It involves in providing valuable services to the guests during the entire
guest cycle consisting of Pre-arrival, Arrival, Occupancy and Departure.
The front office plays a pivotal role in delivering hospitality to guests. It sets the stage
for a pleasant or an unpleasant visit. Guests, often in an unfamiliar setting and anxious
to proceed with their business or vacation plans, are eager to learn the who, what,
when, where, and how of their new environment. Requests for information often begin
with the doorman, bellhop, switchboard operator, front desk clerk, cashier, or
concierge, because these employees are the most visible to the guest and are perceived
to be the most knowledgeable. These employees are believed to have their finger on
the pulse of the organization and the community. Their responses to the guests’
requests for information on public transportation, location of hotel facilities, special
events in the community, and the like indicate how well the hotel has prepared the
front office staff for this important role. Front office managers must take an active role
in gathering information that will be of interest to guests. They must also be active in
developing procedures for the front office to disburse this information.
The front office manager usually supervises service management efforts. Other key
department heads who supervise employees who deal with guests, such as the food and
beverage manager and director of marketing and sales, rely on the organizational
leadership of the front office manager. The organizational efforts provided by the front
office manager serve as the basis for a homogeneous plan for the hotel.
Front office management includes helping promote the overall profitability of a hotel.
Developing a point-of-sale front office involves developing a plan of action, which
includes setting goals and objectives, brainstorming areas for promotion, evaluating
alternatives, discussing supportive areas for consideration such as incentive programs
and training programs, projecting anticipated revenues and related expenses in a
budget, and preparing feedback mechanisms. This simple framework for planning allows
front office managers to gain a larger perspective on the issue rather than pushing
forward with desperate efforts to produce sales. A team of managers from various
departments who select a few promotional strategies and explain them to the front
office staff generate additional income. The front office manager is responsible for
developing a plan for a point-of-sale front office that is the basis for a successful and
continuous program. This plan must include goods and services to be promoted,
objectives and procedures, incentive programs, training programs, budgets, and tracking
systems for employee performance, guest response, and profitability. Students
beginning a career in the hotel industry will find that promoting in-house sales is high on
the front office manager’s agenda for success.
Some of the goals for the front office as it adopts a sales department attitude include
the following:
■ Sell rooms to guests who have not made prior reservations.
■ Upsell (encourage a customer to consider buying a higher-priced product or service
than originally anticipated) to guests with prior reservations.
■ Maintain the inventory of the product—that is, the rooms.
■ Convey information to guests about other products available for sale at the property
—for example, food and beverages, spa, in-room dining etc. The objective of the front
office is to sell all available facilities at the hotel to the guests. Front office staff are
probably the most important means of letting the guest know what services are
available.
■ Ensure maximum revenue is generated from the sale of rooms by striking a balance
between overbooking and a full house.
Q.2 What is the role of Travel Agency in Hotel industry?

The hotel industry has long worked with what are now called traditional travel agents
for better management of access to potential customers. Transaction cost theory
suggests that hotels should benefit from a collaborative relationship in which experts
(i.e., travel agents acting as intermediaries) can economically perform the distribution
function, thereby enabling the hotel to focus its expertise on its core service and
accommodation functions.
Travel agency is one of the most important organizations in the tourism private sector
that plays a significant and crucial role in the entire process of developing and
promoting tourism in the country or at the destination. It is a travel agency which
packages and processes all the attractions, accesses, amenities and ancillary services of
a country and presents them to the tourists. That’s why travel agencies are known as
image builder of a country. A prospective travel agency is one that makes arrangement
of travel tickets (air, rail, road and sea); travel documents (passport, visa and other
documents for travel), accommodation, entertainment and other travel related services
from the principal suppliers.
The advantage of travel agencies are the network and coverage they have and the larger
target audience they can reach as opposed to a sales team who will have their limitation
in both demography and geography.
- Travel agents represent global intermediaries/distribution channels for hotel
services reaching many potential guests around the world at reasonable costs.
- Travel agents are capable of attracting customers and handling their requests
more efficiently than hotels due to their experience and shared culture and
language.
- Travel agents are linked to major distribution channels/tour operators which
purchase hotel rooms in bulk (among other tourism services plan tickets,
recreation services, etc.) in order to assemble them into attractive packages and
sell them to guests.
- Travel agents handle the majority of the distribution and sales functions enabling
hotel management to focus on providing better accommodation services and
recreation facilities.
 - Travel agents help hotels to reduce their operational expenses as hotels only pay
commissions for transactions that had been produced, as well as to decrease
promotional expenses of hotels through marketing and advertising support.
In today’s times, OTA (Online Travel Agents) are increasingly important for hotel
industry because they serve as both a marketing and a distribution channel. A growing
number of potential guests now turn to OTAs to search for their hotels, because they
function as a kind of ‘one stop shop’, allowing them to easily search for hotels, read
reviews, and compare prices.
In addition, hotels that are listed on online travel agent websites can also benefit from
what is sometimes referred to as the ‘billboard effect’. This refers to the fact that OTAs
can provide a form of advertising, making their users aware of the hotels on their
platform. After gaining this awareness, users may then decide to research a hotel and
perhaps even go on to make a direct booking through the hotel website.
In any economic climate, online travel companies are a strategic resource for hotels that
want to stimulate demand, access a global distribution platform and benefit from vast
marketing and promotional investments.
From a category perspective, I believe the advent of online travel companies and their
current roots remain the same – to lower travel barriers by making the planning, search
and booking of hotel rooms easier, especially for customers that are not loyal to a
particular hotel brand.