Professional Documents
Culture Documents
BMS - Tourism Marketing - Unit 3
BMS - Tourism Marketing - Unit 3
BMS - Tourism Marketing - Unit 3
The transport industry has gained a vital place in the global network system and is one of the
most important components of the tourism infrastructure. It now becomes easier for people to
travel from one place to another because of the various modes of transportation available.
Since tourism involves the movement of people from their places of residence to the places of
tourist attractions, every tourist has to travel to reach the places of interest. Transport is, thus,
one of the major components of the tourism industry. To develop any place of tourist attraction
there have to be proper, efficient, and safe modes of transportation.
Transportation is vital to tourism. Studies have shown that tourists spend almost 30 to 40
percent of their total holiday expenditure on transportation and the remaining on food,
accommodation, and other activities. This aspect once again highlights the importance of
transportation.
A tourist can travel by a variety of means. The tourism professional, as well as tourist, should be
aware of the various modes of transport available to reach the destination and at the
destination.
Air Transport
Due to the growth of air transport in recent years, long-distance travel has become much
simpler and affordable. Distance is now measured in hours and not in kilometers. The world
has indeed shrunk and becomes a small village. The development of air transport mostly
occurred after World War I and II. Commercial airlines were created for travelers. Because of
increasing air traffic, the commercial sector grows rapidly.
The modern era, thus, is the era of mass air travel. After road transport, air travel is the most
popular mode of travel, particularly for international travel. For the business travelers, air
transport is more convenient as it saves their precious time and offers a luxurious and hassle-
free travel. Many airlines nowadays offer special facilities to the business tourist such as
Internet on board.
1. Scheduled
2. Chartered
Scheduled airlines operate as regular schedules. Chartered airlines or the non-scheduled
airlines operate only when there is a demand, mainly during the tourist seasons. The chartered
flights work out cheaper than the scheduled carriers as they are operated only when there is a
high load factor.
Every year there are a growing number of new airlines being introduced. Because of the
growing number of new private airlines, there is stiff competition among them. This has
resulted in a considerable reduction in air fairs and has boosted the growth of air traffic. To woo
and attract customers, many airlines offer cheaper promotional fares such as excursion fares,
group fares, and apex fares.
Million of tonnes of cargo and mail are also handled by the air transport industry.
Road Transport
Humans travel place to place in search of food in the primitive era. They tamed animals such as the dog,
ox, horse, camel, reindeer, elephants, etc. for carrying the load and traveling. After the discovery of the
wheel, humans developed the cart, the chariot, and the carriage.
Until the seventeenth century, horses were used for traveling. Later on better roads were
constructed and some of these roads developed into trade routes, which linked many countries.
One of them is the Silk Route which was used for transporting silk from China to Persia and the
Blue Gem road from Iran to Afghanistan and India.
Today, the most popular and widely used mode of road travel is the automobile or the car.
Road transport is dominated by the automobile, which provides views of the landscape and the
freedom to travel. Tourist often travels with their entire family for holidays.
To promote tourism, the vehicle required are coaches and tourist cars. Tourist coaches or buses
are preferred for large tourist groups traveling together on a specified tour itinerary. Many
tourists prefer to travel in comfort and privacy and hire cars. Cars of various makes and
standards are available on a rental basis.
Tourist also uses their own motorcar when holidaying. Cars and coaches carried long distance
by train facility is also available in some countries.
The car rental segment of the tourism industry is in a very advanced stage in foreign countries.
The client can book a car, himself or through agents, and make it wait at the desired place at the
destination. The client can then drive the car himself /herself on reaching the destination.
Rail Transport
The railway is the most economical, convenient, and popular mode of travel especially for long distance
travel all over the world. The railroad was invented in the seventeenth century in Germany with
wooden tracks. The first steel rail was developed in the USA during the early 1800s. The railways
revolutionized transportation and mass movement of people seen in the nineteenth and twentieth
centuries. The broad gauge lines account for more than 55 percent of the total network and carry 85
percent of total traffic. The steam engines have been replaced by diesel and electric engines which have
helped in increasing the speed. Railways have promoted tourism by introducing a special tourist train.
Water Transport
Humans have been traveling through water since time immemorial and carried good and people from
one place to another. The boats progressed from the simple raft with some modifications and
improvement and were first used around 6000 BC.
Travel by ship was the only means for traveling overseas until the middle of the twentieth
century. The Cunard Steamship Company was formed in 1838 with regular steamship services
operating on the North Atlantic. During the World War I, in 1914 the operations of the
steamship company had to be suspended. After the World War I, the steamship luxury liners
were back to business till World War II.
After the World War II, the large luxury liners again started their operations all over the world
and carried passengers and holidaymakers. Some of the linear were very large accommodating
up to 1000 passengers and had facilities like swimming pools, cinema halls, shops, casino, etc.
The cruise lines are the new attraction among the tourist. The cruises are booked several months
in advance for trips into the tropical and sub-tropical waters of the Hawaii, Caribbean,
Mediterranean, etc. Water transport today plays two main roles in travel and tourism
namely ferrying and cruising.
The greatest Asian traveller of all time, Xuanzang was a Chinese Buddhist monk. In order to
find the origin of Buddhism, Xuanzang crossed the Himalayas through Khyber Pass and came
to India. This journey took around 17 years. In his narrative 'Great Tang Records on the Western
Regions', Xuanzang spoke about the then social structure of India, the rulers, the architecture.
His record of the journey was so accurate that it helped the 19th and 20th century scientists find
the ancient sites along his chartered path.
The industrial revolution and the modern tourism industry began at the same time. Wealthy
persons of course had always been able to make extended visits to fashionable watering places
or country homes. Before the industrial revolution, a religious pilgrimage was about the only
acceptable reason for a lower or middle class person to travel. In protestant societies, some sort
of pilgrimage with an educational component was acceptable. Artists were expected to travel
from their city studios and take inspiration from nature. Farmers could attend fairs or make a
tip to the seaside where they would fish or gather shellfish. There are even accounts in New
Jersey of disgruntled workers at the early iron furnaces putting down their tools and going to
the beach. But vacations in the modern sense did not yet exist.
The industrial revolution and the modern tourism industry began at the same time. Wealthy
persons of course had always been able to make extended visits to fashionable watering places
or country homes. Before the industrial revolution, a religious pilgrimage was about the only
acceptable reason for a lower or middle class person to travel. In protestant societies, some sort
of pilgrimage with an educational component was acceptable. Artists were expected to travel
from their city studios and take inspiration from nature. Farmers could attend fairs or make a
tip to the seaside where they would fish or gather shellfish. There are even accounts in New
Jersey of disgruntled workers at the early iron furnaces putting down their tools and going to
the beach. But vacations in the modern sense did not yet exist.
Railroads changed all of this, and Jamaica Bay was just one of the many places they
transformed. Like most cities of the period, the growth of Brooklyn after the Civil War was
facilitated by the expansion of rapid transit lines and passenger railroads. Brooklyn seems to
have been particularly blessed with an abundance of steam dummy lines. A “steam dummy” is
a locomotive whose boiler and machinery were enclosed by a wooden body. This body muffled
the sounds coming from the locomotive and in theory, it could operate on city streets without
frightening horses or disturbing pedestrians. In the 1800s people unable to speak were called
“dumb” and what was a common disability gave the locomotive its name. By 1873 there were
steam dummy lines in operation at Flatbush, Fort Hamilton, Bath, Coney Island, Canarsie, East
New York, and other neighborhoods. The growth of these railroads was not without its critics.
A letter writer to the Brooklyn Daily Eagle noted in March of 1873 that Long Island was only
four to twelve miles wide but would soon have six steam railroads running through it. Most of
the enthusiasm for new railroad construction, according to the writer who identified himself
only as "AntiPandemonium," was the result of hype created by real estate promoters and
railroad companies. More steam dummy lines, according to Anti-Pandemonium, would fill the
streets with locomotives "hissing and rattling" horses would be frightened, it would not be safe
for old people to venture outdoors, and dwellings would be filled with smoke, steam, and "the
abominable odor of coal gas." The suggested solution would be to increase the frequency of
horse car service (“No Steam on the Streets Wanted, But OneThird More Horse Cars”, Letter to
the Editor, Brooklyn Daily Eagle, Mar.21, 1873). The Brooklyn and Rockaway Beach left the Bay
Ridge Branch of the Long Island Railroad near the shore of Jamaica Bay east of Canarsie, ran
over the shoreline marshes and drove straight through the center of Canarsie, and terminated at
the steamboat docks of Canarsie Landing. (Figure EH-2) Passengers transferred to a steamboat
for the trip to the Rockaway Peninsula or remained in Canarsie to swim, fish, or boat in quieter
waters of Jamaica Bay. The railroad originated DeWitt C. Littlejohn (1820-1890) obtained a
charter from the State of New York to build a railroad from Broadway in Brooklyn, through
Vesta Avenue, and to Canarsie. As Littlejohn's brother was then speaker of the state assembly,
there was no difficulty obtaining the charter and the land required for the right of way was
inexpensive. There was little reason to build such a railroad and less reason to expect that it
would be profitable (“To Improve Canarsie”, Brooklyn Daily Eagle, May 29, 1891). Other press
reports credit the construction of the railroad to DeWitt C. Littlejohn’s father-in-law, identified
only as Dr. Thompson. Thompson was reported to have a large tract of land on the Rockaway
Peninsula and wanted a railroad to bring people to the beach. (“To Stop for Winter”, Brooklyn
Daily Eagle, Sep.08, 1896) A real estate promoter named James S. Remsen, after whom a
neighborhood on the Rockaway Peninsula is named, owned 150 acres on the peninsula's
beachfront that he wanted to develop into a tourist resort. Remsen offered Littlejohn 75 acres if
he built the railroad. A 3.5 mile single track railroad was completed by 1865. The railroad began
operation with a few four wheeled cars and two dummy locomotives (“To Improve Canarsie”,
Brooklyn Daily Eagle, May 29, 1891). By 1871 the Canarsie railroad came under the control of
Phil H. Reed, owner of the Howard House Hotel (not to be confused with the Hotel Howard at
Howard Beach) The bar at the hotel was a popular place to wait for the trains and people come
pouring into the hotel between 9:00 Sunday morning and 3:00 Sunday afternoon. In the heat of
summer, an estimated 8,000 to 10,000 people use the railroad and visit Rockaway Beach (“East
New York, Canarsie, and Rockaway”, Brooklyn Daily Eagle, June 21, 1871). The railroad was
immediately popular. According to one press report the "restaurant men and mosquitoes of
Canarsie did a lively business." The mosquitoes were less of a nuisance on the Rockaway
Peninsula but the large numbers of "noisy young men" who frequented Fort Hamilton for
baseball and bathing did tend to discourage the "better class of people" from using the beaches
there (“Sunday Out Doors”, Brooklyn Daily Eagle, June 24, 1872). The rolling stock of the
railroad was described as consisting of a number of open passenger cars. Two new steam
locomotives were built at the Grant Locomotive works in Paterson, New Jersey. The engines
had 2-4-2T wheel arrangements and were designed to run double ended. (The 2-4-2 designation
means two unpowered leading wheels, four powered driving wheels, and two unpowered
trailing wheels. The “T” stands for “tank” meaning the locomotive carried its water supply in a
tank mounted above the boiler. Fuel was carried in a small bunker behind the cab and the
locomotive did not require a separate tender.) These locomotives were reported to have been
dummies. With 50-inch diameter driving wheels they had an estimated speed of 30 mph.
However an engraving of a 2-4-2T locomotive reported to have been built for the railroad
survives from this era. (Figure EH-3) The locomotive in the engraving was built by the Rogers
Locomotive Works of Paterson, New Jersey, it was not a dummy, and the driving wheels are
not fifty inches in diameter. A detailed examination of the railroad’s locomotive roster will be
required to resolve this discrepancy. Whatever type of locomotive brought the train to the
waterfront, the next stage of the journey was by steamboat. From Canarsie to Rockaway the
voyage on the steamboat "E. Corning, Jr." took about an hour. No liquors sold on board (“East
New York, Canarsie, and Rockaway”, Brooklyn Daily Eagle, June 21, 1871). The route followed
from the waterfront was from the Howard House to the curve of East New York Avenue and
then into what was still undeveloped county, woods, fields, and farms. The route over the
marsh grass meadows was described as "serpentine". Occasionally the train passed frames for
the drying of nets or fishing boats. Fishing stakes appeared along the creeks and finally the Bay
View House came into view. Canarsie itself was described as sandy and very dusty on windy
days. The tourists at Canarsie were described as lounging, strolling on the beach, or going out
in boats. Newspaper accounts say that they "stuff themselves with shellfish" play billiards at the
hotels, or take a punt out to fish (“A Sunday Out, Opening of the Excursion Season”, Brooklyn
Daily Eagle, May 13, 1872). The 1894 edition of the Brooklyn Citizen Almanac states that during
the summer months, the railroad ran trains to Canarsie every hour between 6:30 am and 8:30
pm. Trains from Canarsie ran on the half hour. The trip lasted 13 minutes (Brooklyn Citizen
Almanac, 1894, 123). Plans to double track the railroad were announced in 1891 and the double
tracking was completed in 1894 (“To Improve Canarsie”, Brooklyn Daily Eagle, May 29, 1891).
In September of 1896 the railroad notified the New York State Railroad Commission that they
would not run service during winter months. The railroad had been operated year round but
the owners claimed that revenues did not meet expenses after October (“To Stop for Winter”,
Brooklyn Daily Eagle, Sep.8, 1896). Clearly there were still tourists to be carried, but the year-
round population had other transportation options, such as the expanding streetcar and rapid
transit networks.
There are more than a dozen functional or operational areas that directly and indirectly
determine the quantum of business that a travel agency or tour operation firm manages for
profit as well as customer satisfaction. In this lesson, major functions of travel agencies and tour
operators include travel information, booking tickets, itinerary preparation, designing of tour
packages, travel documents, insurance, foreign exchange, franchising, conducting tours,
marketing and publicity, research and development, training and development, etc. Table
presents the functions of travel agency briefly.
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.
A tour operator is like a service provider, providing the most convenient option for tourists to
stay, visit, as well as leave from the city. A tour operator owns a high volume of travel services
across carriers, services, and accommodation. Some most important functions of the tour
operators are following as:
Planning a Tour
The most important functions of the tour operators are 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. A prospective tour operator also gives advice to
intending tourists in various types of tour programmes, which they may choose for their leisure
or commercial travel.
Tour operator buys individual travel components, separately from there suppliers and
combines them into a package tour. 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. Making tour packages is also an important function of Tour Operator.
Arranging a Tour
Tour operators make tour package and also arrange a tour according to tourist demands. Tour
operators arrange the tour package and various tourists activities to provide the best experience
to tourists/traveler.
Travel Information
Whatever the size of tour operators, it has provided necessary travel information to the tourists.
This task is utterly difficult and very complicated. A tour operator must give up-to-date,
accurate and timely information regarding destinations, modes of travel, accommodation,
sightseeing, immigration, health and security rules about various permits required to travel in a
particular area etc.
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.
Tour operators evaluate all available options to provide a unique or unforgettable travel
experience to tourists during their journey. Tour operators evaluate the various options
available for a tour package and provide best of them to tourists.
Promotion
Tour Operators makes tour packages and promote them into various tourists markets at
domestic as well international level. Tour operators promote a travel destination to attract a
large group of tourists at domestic as well as international level. In the promotion of tourist
destination, tour operators play a key role. Travel agencies or tour operators are called as image
builder of a country.
Sales and Marketing
Tour operators do sales and marketing of tourist products. Tour operators buy individual travel
components, separately and combine them into a tour package, which is sold with their own
price tag to the public directly. Tour operators do marketing of tourist destinations and tourism
product to attracts the attention of the tourists/travelers.
Taking Care of Glitch
Tours operators are also called handling agencies which handles tour package and take care of
all the glitches and problems arises during a tour package. Tour operators fix the glitches and
provide the best available alternative to tourists during their journey.