Faculty of Business: Leisure, Sport and Tourism
Credit points: 6 cp

Subject level: Undergraduate

Result Type: Grade and marks

Requisite(s): 24108 Marketing Foundations AND 27648 Tourism and the Industry 2
These requisites may not apply to students in certain courses.
There are also course requisites for this subject. See access conditions.

Handbook description

This subject seeks to provide knowledge and skills associated with management-level positions within the tour wholesaler, inbound tour operator and local tour operator sub-sectors of the tourism industry. In doing so, it overviews the nature and characteristics of these tourism industry sub-sectors, examines market place trends and issues impacting upon them, and discusses their marketing, management and operations. A key aspect of this subject is the development of skills and knowledge in students so they can analyse case-specific data and recommend appropriate management/marketing responses.

Subject objectives/outcomes

On successful completion of this subject students should be able to:

1. Describe the nature and characteristics of the inbound, local tour operator and tour wholesaler sub-sectors of the Australian tourism industry.
2. Show competence in identifying market place trends and issues impacting upon the marketing and management of inbound tour operators, local tour operators and tour wholesalers.
3. Discuss marketing, management and operational practices specific to inbound tour operators, local tour operators and tour wholesalers.
4. Analyse case specific data and recommend appropriate management or marketing responses.

Contribution to graduate profile

Tour Operator and Wholesaling Management is an elective subject in the Bachelor of Management in Tourism program and draws upon the foundation knowledge and skills students have developed in introductory subjects in marketing, management and tourism. The subject is designed to provide students with an understanding of the marketing and management of businesses involved in the packaging of tourism product. In performing this role it: overviews the nature and characteristics of these tourism industry sub-sectors; examines market place trends and issues impacting upon them; and discusses their marketing, management and operations. A key aspect of this subject is the development of skills and knowledge in students such that they can analyse case specific data and recommend appropriate management/marketing responses.

Teaching and learning strategies

Teaching strategies will include lectures, tutorials based on prescribed readings, case study discussions and practical exercises, site visits, and independent student assignment work. Content for this subject will be supported by UTS Online.

Content

• Nature and characteristics of the Australian inbound tour operator, local tour operator, and tour wholesaler sub-sectors of the tourism industry – historical development, industry associations, functions performed, types and sizes of firms, licensing and ownership
• Forces currently impacting upon each sub-sector e.g. exchange rates, changing market place needs, disintermediation, visa requirements and market fragmentation
• Management of Inbound Tour Operators (ITO)
• Management of Local Tour Operators and Tour Wholesalers
• Case Studies in ITOs, local tour operator and tour wholesaler marketing and management.

Assessment

Assignment (Individual)	50%
This addresses objectives 2 and 4.
Final Examination (Individual)	50%
This addresses objectives 1-3.

The individual assignment topic will be revised annually to ensure currency of content and to ensure security of assessment. The Final Examination will be conducted under University examination conditions, hence thoroughly addressing security concerns.

Recommended text(s)

A student reader prepared by the subject coordinator will be provided for sale to students.

Indicative references

Holloway, J. C. (2004). Marketing for Tourism, 4th edition. Harlow, Essex, UK: Pearson Education.

McIntosh, R., Goeldner, C. and Brent Ritchie, J. (2002). Tourism: Principles, Practices and Philosophies, 9th edition. Chichester, NY: Wiley.

Middleton, V. T. C. and Clarke, J. (2001). Marketing in Travel and Tourism, 3rd edition. Oxford, UK: Heinemann.

Pearce, P., Morrison, A. and Rutledge, J. (1998). Tourism: Bridges Across Continents. Sydney, Australia: Irwin-McGraw-Hill.

Swarbrooke, J. and Horner, S. (2001). Business Travel and Tourism. Oxford, UK: Butterworth-Heinemann.