A special teachers version of this presentation. Apart from the complete presentation, it contains teachers background information about the included concepts. The presentation is an introduction into Travel and Tourism for those interested in gaining more knowledge about this industry, like tourism students of colleges and universities. It builds an introductory understanding of travel and tourism as an area of study, It highlights all factors which are part of the Tourism System and explains the dynamics of the industry. Important concepts of supply, demand, destinations and players and their business models, are explained in an easy to understand way. Also can be used as an appetizer when introducing a new subject in your course

1. An Introduction to Tourism
Magiel Venema
Complete New 2017 Edition
Teacher’s Version
© 2017 Edutour BV
A Flipped Textbook: A teaching tool for a Flipped Classroom!

2. 2
‘Teachers Only’ Slides
Slides won which this ‘cap’ is
shown, are for teacher’s
reference only!
They are disabled as ‘hidden
slides’ in the full version.
So if you want to preview the demo
presentation, please use the Normal
View or the Slide Sort View

3. 3
Why this presentation?
• Many students start their tourism studies
without a clear idea about what they are
going to study
• This presentation helps them to get
immersed in their field of studies
• Or, maybe you need an appetizer into a
subject, then use one of the chapters of our
ready-made, fully adaptable, powerpoints
• In a ‘Flipped Classroom’ situation?

4. 4
Flipped Classroom?
• The flipped classroom is a pedagogical model
in which the typical lecture and homework
elements of a course are reversed
• Short video lectures or powerpoints are
viewed by students before the class session
• In-class time is devoted to explanation,
exercises, projects or discussions.

5. 5
Flipped Textbooks!
• Flipped classrooms need Flipped Textbooks
• Old situation:
– First there is the (printed) textbook, then an accompanying
powerpoint and/or video
• New Situation:
– First there is the powerpoint, then a virtual textbook
• Virtual Textbook:
– Links to internetpages where the theory is explained
• Advantages:
– Low cost: only the powerpoint is needed
– Always actual: because only links have to be kept updated
• In-class time is devoted to exercises, projects or discussions.

6. 6
Content
1. Teacher’s Introduction
2. The Tourism System
3. Tourism Demand
4. Tourism Supply
5. Intermediaries
6. Transit Regions and Tourism Flows
7. Supporting Institutions
8. External Environments
Acknowledgements

7. 7
About Edutour
• Edutour was founded in 1989 by Magiel
Venema;
• Senior lecturer at NHTV Breda University of
Applied Sciences (Netherlands);
• Author of many textbooks about travel and
tourism;
• Train-the-Trainer specialist;
• Tourism Vocational Education expert with
PUM (a Dutch NGO).

8. 8
Some notes for teachers
• This is a generic presentation.
• This means it can be used alongside most
introductory textbooks;
• Users are free to add or to skip slides;
• Where relevant and possible, hyperlinks are
included for direct access to remarks, extra’s,
e-mail, etc.;
• Right-click on the link, then click ‘Open
Hyperlink’;
• Any comments and suggestions are more
than welcome at info@edutour.nl.

9. 9
Aim of the Presentation
• To learn what Tourism Studies are about;
• To learn what Tourism is about;
• To get acquainted with some main concepts in
Tourism Studies;
• To get acquainted with the main players in Tourism;
• To comprehend the relationships between the main
players;
• To understand the interdependence between
Society and Tourism.

10. 10
The Structure of the
Presentation
The presentation is built upon ‘The
Tourism System’ by Neil Leiper;
Each component of the system is a
separate chapter;
The components are changing over
time;
The connections between the
components make the system dynamic
(= ever changing).

11. 11
Final remark
• It is assumed that you are familiar with most
of the presented concepts in this Power
Point;
• However, to facilitate your task, each chapter
starts with some references related to the
subjects of that chapter (if available,
together with a web-link).
• Enjoy!

12. 12
Chapters
1. Introduction
2. The Tourism System
3. Tourism Demand
4. Tourism Supply
5. Intermediaries
6. Transit Regions and Tourism Flows
7. Supporting Institutions
8. External Environments
Acknowledgements

13. Chapter 1
Introduction
Tourism at first sight

14. 14
Background
• Definitions of Tourism are described in-depth
by the UNWTO (expertly compiled by
Tugberk Ugurlu);
• Wikipedia gives of course also information;
• See also the information by The Tourism
Society;
• A good overview is also given by Ron Mader
on Planeta.

15. 15
What is behind all this and is that
all there is?
Tourists
Cruise Ship
Attractions &
Destinations
But there is much, much more …………………

16. 16
The answer: what the pictures don’t
show…...
• Companies: Hotels, Transport, Travel Agencies, ….
• Organizations: Information Services, ….
• People: Management, Front Office, ….
• Tourists: Needs, Wants, Behavior, ….
• Governments: Laws, Subsidies, ….
• Politics: Terrorism, ….
• Economy: Income, Employment, ….
• Society: Norms, Values, ….
• Technology: Reservation Systems, Internet, .…
• Together THE TOURISM SYSTEM

17. 17
Official Definition of
Tourism
• The United Nations World Tourism Organization
(UNWTO) defines tourism as follows:
• Tourism comprises the activities of persons
traveling to and staying in places outside their usual
environment for not more than one consecutive
year for leisure, business and other purposes.

18. 18
Main Characteristics of Definition
1. Activities of People;
2. Displacement outside usual environment;
3. Purpose of the trip;
4. Duration.

19. 19
Does it make more sense now?
• Tourism comprises the activities of persons
traveling to and staying in places outside
their usual environment for not more than
one consecutive year for leisure, business and
other purposes.

20. Chapter 2
The Tourism System

21. 21
• The Tourism System is adapted from the model made by Neil Leiper
(1979 and 1990);
• Leiper emphasized the spatial aspects (tourism generating region,
destination region and transit regions). This presentation however,
focuses on Demand, Supply and the Intermediate Institutions and
Businesses;
• Source: Annals of Tourism Research, Vol. 8, Issue 1, p. 69-84;
• An introduction to Systems, can be found on Wikipedia;
• Old and New Tourism, Old and New Tourists are described in ‘Tourism,
Technology and Competitive Strategies’ by Auliana Poon (1993). In an
article ‘The New Age of Tourism – And the New Tourist’ Dr. Aparna Raj
has summarized the concept of Auliana Poon.
Background

22. 22
First: What is a System?
In a system, all separate
parts perform together
to make it function.
Each separate part
alone is of no use!

23. 23
What is a System?
• Something that has parts: Components;
• Which are Interrelated;
• And which are changing in time: Dynamic;
• And what is part of Society: External Environment.
• Components of a System are Interrelated, so they
influence each other. The System also receives and
sends influences from and to the External
Enviroment.
• Because over time, Components change,
Interrelations change and Society changes, so the
system changes, making it Dynamic!

24. 24
A Car as an example of a System
What makes a system?
• Components
• Interrelated
• Dynamic (Changing)
• External Environment
• The System (Car) has many Components (like Wheels
with Tires), which are Interrelated (Wheel and Car), so
they Influence each other. They are Dynamic (Tear and
wear), so there is Change. Also the System receives
influences from External Environment (Nail on the
Road), which causes a flat tire. Also it sends influences
(Exhaust Fumes) to the External Environment.

25. 25
Tourism as a System
• Components: Tourists, Companies,
Destinations;
• Interrelated: Supply and Demand;
• Dynamics: Nature of Tourism changes over
the years;
• External Environment: Political, Economical,
Social and Technological Factors (PEST)
influence and are influenced by Tourism.

26. 26
Is Tourism Dynamic?
• Tourism in the recent past: OLD TOURISM:
– Travel industry was in charge
– Tourists were followers
– Focused on attractions
• Tourism today: NEW TOURISM:
– Consumer is in charge
– Tourists know what they want
– Focused on experiences
• OLD -> NEW: CHANGE = DYNAMIC

27. 27
Characteristics of ‘Old Tourism’
• Paid Holidays;
• Start of Economic Growth: Higher Income;
• Jet Aircraft, Cheap Charter Flights;
• Sun-lust Tourists;
• Mass Tourism, Package Tours;
• Entrance of Multi National Companies in
travel industry (like TUI, Expedia).

28. 28
Some Characteristics of ‘New
Tourism’ (starting at the end of 20th
Century):
• Increased travel experience;
• Heavy media exposure (TV, Internet, Twitter, YouTube, ....);
• Always Online (Smart Phone, iPad, ….);
• Experiences more important than passive sunbathing;
• New production and distribution methods: Shift from
Business to Consumer (B2C) to Consumer to Consumer (C2C),
like Airbnb and Uber;
• Attention for environment and sustainability.

29. 29
OK, let’s study the Tourism System!
In the next chapters we will take a closer look at the
Components, Interrelations, Dynamics and External
Environments of TOURISM!
Tourists at a Destination
Airport
Dynamics:
Old Tourism
New Tourism
Attitude of External Environment

30. 30
The Tourism System: Components,
Interrelations and Environment
Demand Supply
Intermediaries
Influences from outside world
Influences on outside
world
Transit Regions &
Tourist Flows
Supporting Institutions

31. Chapter 3
Tourism Demand

32. 32
Tourism Demand
Demand Supply
Intermediaries
Influences from outside
Influences on outside
Transit Regions &
Tourist Flows
S.I.
S.I.

33. 33
Background Demand
• Definitions: UNWTO
• Maslow: Hierarchy of Needs: Wikipedia
• Plog (Original): Psychographic Personality Types
• Plog (Revisited): New Typology
• Cohen: Exploration of Travel Experience
• MICE:
Meetings, Incentives, Conferencing, Events & Exhibition
• We have, in this stage, refrained from presenting a
lot of statistics. This will make more sense later.
However, if you are interested, visit the UNWTO
website.

34. 34
We will start with the Demand
• Demand = Tourists
– Effective Demand: Those who can and do
– Potential Demand: Those who can, but don’t do
it yet
– Deferred Demand: Those who can and normally
do, but not now for some reason
– No Demand: Those who can’t do and won’t do it
• Why study Demand?
– Product Development
– Marketing Purposes

35. 35
The importance of international
tourism
• The importance of international tourism is
measured as follows:
– Arrivals: 1.184.000.000 (2015)
– Expenditures (USD) 1.274.940.000.000 (2015)
• What does this mean?
– World population >7.000.000.000 (2015)
– Per person (in USD) 182.00!

36. 36
2015 World’s Top 10 Tourism
Destinations
Source: Wikipedia

37. 37
Definition of a Tourist
• Tourists are people who travel to and stay in
places outside their usual environment for
more than twenty-four (24) hours and not
more than one consecutive year for leisure,
business and other purposes not related to
the exercise of an activity remunerated from
within the place visited.
(UNWTO, 1995)

38. 38
A more easy definition?
A tourist is a temporary leisured person who
voluntarily visits a place away from home for
the purpose of experiencing a change.
• Time: Temporary
• Choice: Voluntarily
• Destination: Away from Home
• Motivation: Experience

39. 39
Why do people travel at all?
• Push Factors: Why go?
– Needs and Wants
– Self-fulfillment
– To learn and to experience
• Pull Factors: Why there?
– Attractions in destination
– Needs and wants fulfillment
– Gains: real or perceived!

40. 40
Analyzing the Demand
• Quantitative Aspects
– How many?
– When?
– How often?
– How do they travel and where do they stay?
– How long do they stay?
– How much money did they spent?
– How and where to?
• Qualitative Aspects
– Motivation
– Composition
– Typologies
– Life styles

41. 41
The Demand
• Quantitative Aspects
– How many?
– Where to?
– When?
– Ages?
– How often?
– From where?
– Type of Transportation?
– Type of Accommodation?
– Spending?
– Etc.

42. 42
Statistics
• Quantitative Aspects are found in statistics
– International Statistics (UNWTO)
– National Statistics
• Source for Planning and Marketing!

43. 43
The Demand
Qualitative Aspects
• Composition
• Typologies
• Norms and Values
• Life Style
• Behavior

44. 44
Maslow’s needs and motivations
Maslow states that there is a hierarchy in
human needs. When a lower need is fulfilled,
than a person is motivated to pursue a higher
need.
From low to high he distinguishes the
following needs:
• Physiological: Relaxation (Rest, Sunlust)
• Safety: Security (Health)
• Belonging: Love (Togetherness, Roots)
• Esteem: Status (Recognition)
• Self-Actualization: Be yourself (Self-discovery)

45. 45
Maslow’s Hierarchy of Needs

46. 46
Plog’s Typology of Tourists
(Stanley Plog, 1974)
• Allocentrics: ‘other-centered’ tourists who
enjoy exposing themselves to other cultures
and new experiences, and are willing to take
risks in this process
• Psychocentrics: ‘self-centered’ tourists who
prefer familiar and risk averse experiences
• Midcentrics: ‘average’ tourists whose
personality type is a compromise between
allocentric and psychocentric traits

47. 47
%ofPopulation
Psychocentric
Nearpsychocentric
Nearallocentric
Allocentric
More familiar destinations Exotic destinations
Midcentric
Plogs Typology of Tourists

48. 48
Plogs Typology of Tourists
• Psychocentrics
– Familiar Destinations
– Traditional Activities
– Tour Packages
– Looking for Safety
• ‘OLD’ TOURISTS
• Allocentrics
– Exotic Destinations
– Discovery
– Independent
– More Adventurous
• ‘NEW’ TOURISTS
Link between Type of Tourists and Type of Destination

49. 49
%ofPopulation
Familiar destinations Exotic destinations
Dynamics: Once Exotic Destinations become Mass Destinations!
Plogs Typology of Tourists
Shift of Time

50. 50
Plog’s Typology Revisited
• Plog modernized his famous typology into
personality types:
• VENTURERS (Allocentrics)
– Venturers
– Pioneers
– Voyagers
• AUTHENTICS (Psychocentrics)
– Journeyers
– Sightseers
– Traditionals

51. 51
Final Slide
• Want to know more?
• Want to order?
• Please contact Edutour at:
info@edutour.nl