Unit 7
Tour Operator
旅游经营商
Learning objects: 学习目标
Study the characteristics of the tour
operator who operates within the tourism
system (Leiper’s model)学习旅游经营商在旅游
系统（Leiper 模型）中经营活动的特点
Interpret the definition of a tour operator
and differentiate a tour operator and a
travel agent解析旅游经营商的定义，区分旅游经
营商与旅游代理有何不同
Have an idea of the operation of a tour
operator in the basic structure of the travel
industry了解旅游经营商在旅游产业基本结构中
的运作方式
Learning objects: 学习目标
Appreciate the approaches of the capacity
planning in the reservation of a hotel or for an
airline, etc.学习旅游经营商在饭店或航班预订等方
面能力计划的制定方法
Understand the importance of financial
evaluation and the measures that can be
taken to reduce financial risks了解财务评估的重
要性，以及减少财务风险的措施
Describe the marketing approaches of a tour
operator and its tour management陈述旅游经营
商的营销方法以及旅游管理方法
Learning objects: 学习目标
Understand who
can operate as
the tour
wholesalers and
their distribution
channels了解谁可
以做旅游批发商以及
旅游批发商分销产品
的渠道
Ability
goals: 能
力目标
Case study: 案
例分析：中国旅
游市场出现旅游
批发商
Reading Box:
阅读分析：Tour
Wholesalers in
North America
北美的旅游批发商
1. Definition
The tour operator, also called
wholesaler in some countries, mainly
functions as an organizer who
combines all the components of a tour
to make up a holiday and sells it to
the public through his own company,
through retail outlets, or through
approved retail travel agencies.
Wholesale business
批 发 业 务
对市场的需
求的了解和
预测
大批量的
订购旅游
几要素
把订购的
单项产品
和服务组
合成不同
的包价旅
游线路产
品或包价
度假集合
产品
向旅
游消
费者
出售
4
the independent tour operator 1
2 the airline cooperating closely
with a tour wholesaling business
3 the hotel who provides
package tours for its clients
the operator of motor coach tours
2. The categories of tour operator
总体上可分为二大类型
独立经营商
大型旅游企业所拥
有的经营商
属于完全的实
体，并且可以
随意与任何旅
游企业洽谈业
务的旅游经营
商
为某一大型
旅游企业所
拥有的旅游
经销商，隶
属母公司。
类
型
3. Tour operator in the basic
structure of the travel industry
Governments,
wholesalers
organization
transportation
accommodation
Other ground
services
Tour Operators
Retail travel agent
or other retail
outlet
public
旅行社 旅行社
旅游饭店 旅游饭店
旅游交通
旅游交通
旅游景
区（点）
旅游景
区（点）
旅游经营商
4. Relation between tour
operator and other sectors
旅游经营商与其他产业的关系
5. Operations of the tour
operator
批 发 业 务
对市场
的需求
的了解
和预测
大批量
订购旅
游基本
要素
把订购的
单项产品
和服务组
合成不同
的包价旅
游线路产
品或包价
度假集合
产品
向
旅
游
消
费
者
出
售
旅游经营商的作用
旅游者
供应企业
1.帮助旅游者节省支出；
2.旅游经营商的包价旅游产品简化了旅游者的购买活动
3.降低了旅游者的购买风险
有助于上下游企业平衡供求关系，有助于提高市场的销售
效率。
旅游经营商的价值
包价旅游的低廉花费与个人自助旅游的划分相比
更具竞争力
旅游供应商可以针对市场的不同需求，设计多样
的旅游产品，供旅游代理商和旅游者选择
旅游经营商可以提前给目的地供应商提供未来相
关信息，减小了旅游目的地的经营风险
旅游代理商仍然是旅游代理商销售旅游产品
的主要渠道
设计和生产旅游产品
定购一定数量客房
设计和生产包
价旅游产品
旅游者
销售
定购一定数量飞机
票、火车票
旅游经营商生产流程
与旅游企业和旅行社签订合同
与其他旅
游企业签
订合同
与不同地
区、国家
的旅行社
签订合同
组合旅游产品
通过旅游代
理销售旅游
产品，组织
旅游活动
一次性购买 旅行社旅游者
食
住
行
游
娱
La
st
M
od
ifi
ed
: 2
00
4兺
06
懍
14
粧
1
0:
16
湰
屃
旅游者
一次性付费
旅游经营商
分配 旅游饭店
旅游交通
旅游景点
其他旅行社
经济利益分配
Horizontal integration occurs when firms attain a higher
level of consolidation or control within their own sector
Vertical integration occurs when a firm obtains greater
control over elements of the product chain outside its own
sector.
6. Integration of the tour
operator
VERTICAL BACKWARD
INTEGRATION
Gain control over company that manufactures
HORIZONTAL
INTEGRATION
Establish
adventure
tourism tour
operator
subsidiary
HORIZONTAL
INTEGRATION
Acquire
controlling
interest in
another tour
operator
Gain control over chain
of travel agents
VERTICAL FORWARD INTEGRATION
Tour
operator
Horizontal and vertical integration
7. Main processes of the tour 7. Main processes of the tour
managementmanagement
Capacity
planning
Financial
evaluation
marketing Tour management
1 2
3 4
第一步 流程
第二步
第三步
第四步
Financial evaluation（财务预估）
Marketing（市场营销）
Tour management（旅游管理）
旅游经营商管理流程
Capacity planning（旅客数量的计划）
Capacity planning
The tour operator can make use of
market forecasts to plan total capacity and
combine them with the market strategy to
set the type, destination and volume of the
tour.
Once the tour plan has been made,
reservations of beds and aircraft or coach
seat must be taken into consideration.
Financial evaluation
(1)Set an acceptable range of changes
in exchange rates so as to determine
tour prices and then buy the foreign
exchange required at an agreed rate
beforehand.
(2)Make an additional charge when
the customers pay for the cost.
Marketing
Tour operators provide the brochure for tourists to
consult the information about specific tours so as to
make a decision. Booking patterns play a vital role in
controlling the progress of advertising and sales
campaigns. The booking patterns concluded from past
experience can be used as a reference for tour operators
to compare actual with predicted booking. At the time
when there are not enough tourists, tour operators have
the right to cancel holidays or consolidate them into
other packages.
Tour management
(1)Send a representative to the destination to
guide the tour.
(2)After the holiday or the touring, tour
operators must deal with customers’
compliments, or respond to their
suggestions.
案例分析
案例 1 中国旅游市场出现旅游
批发商
案例研究
分析要点
旅游经营商介绍
中青旅及广东国旅假期分析
为什么较具实力的旅行社纷纷争做上游批发商
如何看待目前中小旅行社也争做旅游批发商
旅游经营商 旅游批发商
组织
包价
旅游
业务
批发包
价旅游
业务
Tour Operator（旅游经营商）是连接生产者与零售商、消
费者的桥梁，通过大批量购买其他部门产品，将这些产品按日
程编排为报价旅游产品，然后通过各种零售渠道出售给旅游者。
一、旅游经营商
批发商批发商
代理商
零售商
二、为什么较具实力的旅行社纷纷争做上游批发商
旅游批发商已成
为高频率词汇，
旅行社市场会逐
步分流。
三、中青旅及广东国旅假期分析
中青旅
广东国旅假期
中国青年旅行社
中青旅控股股份有限公司，是中国十大旅
行社品牌，5A级旅行社，全国百强旅行社第二，
中国服务业500强，中国旅游服务领航者。
1997年11月26日公司创立，12月3日公
司股票在上海证券交易所上市，是我国旅行社
行业首家A股上市公司。
1、青旅控股
目标 ： 锁定国际化旅游批发商
措施
（1）扩大市场份额，树立规模优
势。
（2）大幅度增加对新产品开发的
投入，设计新旅游产品和旅游模式。
（3）建立先进企业制度，重视用
灵活的机制吸引人才
商务旅游
休
闲
旅
游
散客自助旅游
今年以来，青旅控股借助配股契机，斥资2．9亿元构建公司旅
游电子商务经营体系。
零售业务
直销业务
母体
批发
业务
后台
服务
青
旅
在
线
青
旅
连
锁
创新业务
创新业务
发展模式
2、国旅假期
国旅假期是中国国际旅行社总社国内游的品
牌标志，由“太阳和国旅假期”两个视觉元素组成，
表达“ 国旅假期，走遍太阳升起的地方 ”的品
牌诉求。
健康、活力、向上，健康、活力、向上，
象蓬勃的朝阳，体象蓬勃的朝阳，体
现企业昂首奋进的现企业昂首奋进的
精神，激发人们对精神，激发人们对
生命的热忱，唤起生命的热忱，唤起
人们对美好生活的人们对美好生活的
渴望。渴望。
和悦、明快、和悦、明快、
开怀。开怀。
广东“国旅假期”
目标：打造华南最大的旅游批发商
措施
1.买断神龙架旅游景区专营权
2.推出“国旅假期连锁企业展厅”
旅游
代理商
旅游营销网络 基础
中坚
金字塔形批发营销网络
建立
措施
1、获得旅游路线专营权，改变产业结构。
2、成立连锁企业，互为代理，逐步构筑
旅游网络体系。
发展模式
1.买断神龙架旅游景区专营权
广
东
“
国
旅
假
期
”
神
龙
架
林
区
政
府
景区的宣传推广；输送客源。
通过门票，饭店的打折优惠政策，使旅行
社获得绝对优势。
2. 推出“国旅假期连锁企业展厅”
业内人士指出华南地区最大旅游批发商网络已具雏形。
2003年在国际旅游展销会上，一举包下了近30个展位。成为此次交易
会上最大的企业展馆。
3、逐步构筑旅游批零网络体系
改变旅行社产业结构
目前的水平
经营状况
垂直方向发展
逐步构筑旅游
批零网路体系
代理商
为中坚
旅游营销网络
为基础
完全自由开放，互利互惠完全自由开放，互利互惠
的金字塔形批发营销网络。的金字塔形批发营销网络。
旅游资源包括国旅假期连旅游资源包括国旅假期连
锁企业锁企业””品牌全部共享，品牌全部共享，
使得各连锁企业借助这一使得各连锁企业借助这一
批发网络达到利益共享，批发网络达到利益共享，
最终做大做强。最终做大做强。
四：目前中小旅行社也争做旅游批发商
• 建立核心的产业链，建立核心的产业链，
明确目标，确定所要明确目标，确定所要
针对群体，锁定市场。针对群体，锁定市场。
• 向个性化、品牌化、向个性化、品牌化、
差异化发展。差异化发展。
• 关注旅游新业态，创关注旅游新业态，创
新发展模式。新发展模式。
中小旅行社做小型旅游批发的做法
锁定市场
专业细分的市场
开发新的地区，如非洲、南美。
优势
比较大的旅行社更灵活 增强了旅客自主参与，
减少了束缚
更了解具体某一项旅游
的特点
树立某以旅游
长夜的专业性
建议
利用自身优势，集中主要力量大力发展目标市场
为客人提供个性化的服务
探
险
旅
游
野生动物
体验旅游
Thank you!
案例2
——争做中国一流旅游批发商
在家靠自己
出门找康辉
发展目标：“网络化”、“规模化”、“品
牌化”
经营宗旨：“高质量的服务、高素质的员工、
高水平的旅游”
经营理念：“让合作者放心，让旅游者满意
”
经营方向：国内成网、国外成链
措施：全国网络及垂直管理体系的
建设
——极强的分销优势
整体运作、规模经营是“康辉” 从激烈的
旅游市场竞争中脱颖而出的制胜之道，在
过去几年中，康辉充分利用“中国康辉”
全国网络布局及垂直管理体系，积极构建
同业分销渠道，逐步建立起一个以北京、
上海、广州、深圳等主要出境口岸及客源
地为中心的批发营销体系。
康辉利用网络体系、分销系统进行旅游
批发的经营流程
• Product planning产品的计划
如，如，20092009年年1111月，康辉取得月，康辉取得20102010年上海世博会世博游指定年上海世博会世博游指定
旅行社资格，成为四川地区唯一一家拥有该项资格的旅行旅行社资格，成为四川地区唯一一家拥有该项资格的旅行
社组织此次包价旅游。四川康辉利用全国网络体系在互联社组织此次包价旅游。四川康辉利用全国网络体系在互联
网、旅行社内部网及分销系统上发布参观的消息，市民可网、旅行社内部网及分销系统上发布参观的消息，市民可
在旅行社或网上报名参加。四川康辉投入在旅行社或网上报名参加。四川康辉投入12001200万元，预订万元，预订
了了1010万张门票，预计四川每天发往上海的团队游客将有万张门票，预计四川每天发往上海的团队游客将有
10001000人。根据上海世博局规定，人。根据上海世博局规定，55月月11日日―3―3日的旅游团都日的旅游团都
叫首发团。在这期间，康辉一共有两个飞机团、两列火车叫首发团。在这期间，康辉一共有两个飞机团、两列火车
专列。其中，两个飞机团一共有专列。其中，两个飞机团一共有500500人，两列专列有人，两列专列有10001000
人。总计参加首发团的名额有人。总计参加首发团的名额有15001500人。人。
• Financial evaluation财务报告
利用全国网络体系估计此次上海世博会旅游风险：利用全国网络体系估计此次上海世博会旅游风险：AA、、
与上海世博会负责部门签订参观合同与上海世博会负责部门签订参观合同 BB、旅行团的保险、旅行团的保险
费用及相关行政费用费用及相关行政费用 CC、预订机票、饭店费用的浮动、预订机票、饭店费用的浮动——
——解决方案：利用全国网络体系在线发布财务估计报表，解决方案：利用全国网络体系在线发布财务估计报表，
向代理商在线收取额外费用。据介绍，首发团的向代理商在线收取额外费用。据介绍，首发团的44条线条线
路中，两个飞机团线路分别为路中，两个飞机团线路分别为44日游和日游和66日游；专列线路日游；专列线路
都为都为1212日游。飞机团的价格将根据住宿等级，从日游。飞机团的价格将根据住宿等级，从39803980元元
到到48804880元不等；火车专列的价格在元不等；火车专列的价格在21802180元和元和23802380元左右。元左右。
首发团以后，康辉还将组织多条世博旅游线路，价格则首发团以后，康辉还将组织多条世博旅游线路，价格则
将根据机票、地接等价格波动而有所变化。将根据机票、地接等价格波动而有所变化。
Marketing市场营销
a. a. 网络系统推广宣传，康辉国旅卯足了劲打网络系统推广宣传，康辉国旅卯足了劲打
造自己的世博游产品，造自己的世博游产品，四川康辉投入四川康辉投入12001200万元，万元，
预订了预订了1010万张门票万张门票 ，四川游客参加旅行团队将，四川游客参加旅行团队将
会享受到世博游指定旅行社专用入口会享受到世博游指定旅行社专用入口等服务。等服务。
b. b. 发布旅游须知发布旅游须知
c. c. 订购门票、机票、饭店，通过打折优惠订购门票、机票、饭店，通过打折优惠
政策，使旅行社获得绝对优势（世博会门票：政策，使旅行社获得绝对优势（世博会门票：
个人票、团体票：普通团队票、学生团队票）个人票、团体票：普通团队票、学生团队票）
d. d. 在线游客数据收集快速准确，做好了成本在线游客数据收集快速准确，做好了成本
控制控制
•Tour management旅游管理
康辉利用全国网络系统将上海世博会的相
关信息传递至旅游代理商，有旅游代理商
组织旅游，并利用网络体系全程监管，进
行团队跟踪，也通过此体系收集旅游者反
馈意见。
门市接待员
指派任务
业务部 总经理
游客 TQC部 档案
任务再指派
指
令提
供
信
息
服
务
游
客
质量评估
反馈员工
质
检
反
馈
质检上报
质检存档
团队团队 种类种类 飞机团飞机团 火车专列火车专列 预收预收
人数人数
万万
数目（支）数目（支） 300300左右左右 4040左右左右
人数（人）人数（人） 200200左右左右 500500左右左右
行程时间行程时间 44日日 66日日
门票门票 种类种类 普通团队普通团队
票票
学生团队学生团队
票票
总计总计
投入投入
万万
数量（张）数量（张） 万左右万左右 万左右万左右
单价（元）单价（元） 200200左右左右 160160左右左右
折扣折扣 80%80% 85%85%
交通交通
费费
种类种类 机票（国机票（国
航）航）
火车票火车票
（成铁局）（成铁局）
总计总计
投入投入
万万
数量（张）数量（张） 77万左右万左右 44万左右万左右
折扣折扣 85%85% 90%90%
饭店饭店 预计投入预计投入 万万
其他其他 预计投入预计投入 万万
总计：总计： 亿亿
预报价：预报价：28002800元元//人左右人左右
盈利：盈利：%%左右左右
四川康辉世博游计划表（初表）
The current situation
目前状况
A. 日臻完善的全国网络和垂直管理模式形
成康辉集团在全国旅行社行业独特的优势，
遍布全国及海外的网络及2300余名优秀员
工真诚为海内外旅游者提供全方位的优质
服务，依托“中国康辉”集团的强大实力
与品牌以及全国七十余家分社，常年推广
中国公民赴东南亚、港澳、日本、韩国、
澳大利亚、新西兰、德国、南非、埃及、
土耳其等开放国家和地区旅游，线路丰富、
各具特色，并提供赴欧洲、美国、加拿大、
中东、地中海地区、俄罗斯等国商务考察
活动接待及相关咨询服务，并长年为企业
客户提供会议及奖励旅游等服务。
B. 目前康辉全力推进的四套体系建设：在线
整合、会奖商务游、地接社建设及入境业
务
C. 以信息化为核心，加强垂直管理，搭建了
一个北至哈尔滨，南到海南岛，东起上海，
西迄乌鲁木齐的全国性网络，旗下参控股
旅行社达108家，其公民旅游业务一直独占
鳌头，2007年通过康辉出行的游客达200万
人次，打造国内最大旅游运营商并非遥不
可及
D. 目前，康辉有国内旅游业务部门53个，
80%居于省内最大的国内游批发商，出境
业务部门18个，全省最大出境游批发商
4. 总结提升
The case of Kanghui The case of Kanghui
Travel Service tells us Travel Service tells us
how a tour operator can how a tour operator can
develop its distribution develop its distribution
of tourism products, of tourism products,
improve the service improve the service
quality, and maximize the quality, and maximize the
economic benefits.
规模较大、业务开展较好的旅行社把自身定位于“旅
游批发商”推移延展，但与国际上人们所熟知的旅游
批发商之间差距仍十分明显。
1. 中国旅行社的现状
◆旅行社业态的发展：大的旅行社向批发商
过渡， 中型旅行社向专业化过渡，小型
旅行社向代理化过渡。
◆建立覆盖面广、性能优良的分销系统；
◆使企业网络化、规模化、品牌化；
◆与上下游企业、同行及管理部门保持良好
关系。
◆代理商不是批发商的附庸，而是生意合作
伙伴。代理商们与批发商应当合理分配经
济利益。
2. 建议
阅读与
分析
即学即用：
可引用一案例进行分析
Key points:
Part 1:Thoery
Part 2:NTA
Part 3:Canada Dream Travel Group
definition
typefeature
function
Tour Wholesalers
Basic Theories
★ Definition
Tour wholesaler is an organizer who
combines all the components of a tour
to make up a holiday and sells it to the
public through his own company,
through retail outlets, or through
approved retail travel agencies.
Basic Theories
★ Characteristics
☆ It is relatively easier to start this business.
☆ The speed of cash flow is fast.
☆ Their products on sale are seldom returned.
☆ It is possible for them to make a big profit
from equity because they need less money to
start such a business.
Basic Theories
★ Classification
☆ the independent tour operator
☆ the airline cooperating closely with a
tour wholesaling business
☆ the retail travel agent who provides
package tours for its clients
☆ the operator of motor coach tours
Basic Theories
★ The Main Stages of Tour Operating
☆ Capacity planning
☆ Financial evaluation
☆ Marketing
☆ Tour management
Basic Theories
★ Main Functions of Tour wholesaler
☆ 对旅游者：帮助旅游者节约支出；包价旅游简化了旅
游者得购买活动，提供便利;降低旅游者的购买风险。
☆ 对供应企业：使企业在淡旺季的供求关系得到平衡。
提高市场的销售效率。
☆ More…
for tourists:
the expenses
the buying risks
convenient
for upstream enterprises:
the massive sources of tourists
for tourism industry:
the tourism marketing
supply and demand in tourism
market
讨论：What other benefits can a tour
operator provide?
of the discount, package tour is
much cheaper than “DIY tour”.
at the different marketing demands,
tour wholesalers can offer a variety of
tourism products to travel agency and
tourists.
wholesalers can reduce
the destination's operating risks,
by offering information to local
agency in advance.
4. Although most of the tour
wholesalers have their own retail
outlets, travel agency is also the
main marketing channel.
Tour Wholesaler Organizations——
National Tour Association is the
primary tour wholesaler organization
in North America, which was set up in
1951,mainly consists of group tour
operators, and suppliers, and other
travel and tourism entities.
Tour Wholesaler Organizations
Members:
☆ Tour Operator (Buyers) 旅游经营者
☆ Tour Suppliers (Sellers) 旅游供应商
☆ DMO 目的地营销组织
☆ Associates 联营公司
NTA Services:
☆ Marketing assistance 营销援助
☆ Educational programs 教育计划
☆ Government mental representation 政府指向性方针
☆ Communication for its members 成员间交流互动
Tour Wholesaler Organizations
返回
Tour Wholesalers in
North America
☆ in the 1960s
Tour wholesaling in the .
began to expand in the
1960s due to air carriers’
efforts to increase the
increasing numbers of
aircraft seats. And it has
developed into one of the
most important parts of the
. travel industry.
★ Developing Process
☆ in the past ten years
The number of the
independent tour
wholesalers has grown
dramatically and now
there are more than
2000 wholesalers.
Tour Wholesalers in
North America
the United
States
billion
dollars
Canada billion
dollars
It was estimated that in 1996, the
tourism industry in North America created
approximately $ billion in . dollars.
However, operations mainly are carried in the United
States.
NTA Suppliers
NTA Customers
NTA Destinations
NTA China Inbound Program
(中国旅游团赴美项目 )
NTA has taken a leading role in facilitating Chinese
inbound leisure group travel to the United States by
creating the China Inbound Program. In accordance
with a Memorandum of Understanding signed by the
United States and China Dec. 11, 2007, private
sector associations can submit lists of qualified tour
operators to the China National Tourism
Administration. The "approved" list of operators
must attest that these companies can ensure the
highest quality visitor experience for these groups.
Tour Wholesaler Organizations
Canada Dream Travel Group
Headquarters: Its head quarter is situated
in Vancouver, the biggest city in west
coast of Canada.
Case Study
Business field:
1. arranging communication between
governments and groups, as well as
among associations
2. Agent businesses of luxury
passenger liners in Alaska and
Caribbean
3. Making the flight reservation
4. Arranging for training about different
Industries
5. Arranging tour in Canada for tourists
from overseas
6. Organizing summer camps
加拿大东西海岸8天精华游
brochure
internet
television
newspaper
Before the
departure, the
tour operator
will make an
investigation
and estimate
the number of
the tourists, and
then give the
information to
the local
agency.
food French food, Chinese
food, wine (trout
,grape farm)
accommodation holiday inn or similar
transportation flight, coach, cruise
touring so many
shopping St. Catherine
business street
entertainment
tour manager
tour wholesaler
tourists
tour
information
guide
feedback
suggestions
This chapter has differentiated a tour operator and a
travel agent, and described the operation of a tour
operator in the basic structure of the travel industry.
The business of tour operator is mainly made up of
planning, preparing, and selling a vacation tour. It
also provides such services as making reservations and
combining transportation and ground services to create a
package tour. National Tour Association is a successful
example of tour operating. Not all entities can operate
as tour wholesalers; each of them has its own
distribution channel. Retail outlets such as travels
agents and airline ticket offices are the main entities
that operate on behalf of the tour operator. Marketing
approaches of a tour operator and tour management are
essential for the tour operating. Measures such as
proper financial evaluation and reasonable booking
patterns can be taken to reduce financial risks.
Chapter Review
第一部分 课文
Tour Operator
Exercise
1. Fill in the blanks with proper words to complete
the
following statements.
specialist; escorted; exclusive; once; financial; advance
(1) At the same time, they can inform suppliers of the
organized tours in _______________ and assure them of
the number of future passengers.
(2) _________the tour plan has been made, reservations of
beds and aircraft or coach seat must be taken into
consideration.
(3) And this form is mainly used in holidays in which tourists
prepare their own meals so that the tour operator can get
_______________ contracts.
advance
once
exclusive
(4) Scheduled services are usually provided for
_______________ tours (which are often
accompanied) or custom packages for consumers.
(5) Once the tour operator is carrying out a
program, he has to take a lot of
_______________ risks, apart from those brought
about by such tactical risk avoidance strategies as
a late release clauses, additional charges and
consolidation.
(6) The tours offered by specialist tour operators are
often the _______________tours.
escorted
specialist
financial
2. Questions for discussion (参见国家双语示
范课程《旅游学概论》网站：“网络课堂)
(1) How does the tour operator distribute the
tourism products?
A tour operator combines all the components of a tour to
make up a holiday and sells it to the public through his
own company, through retail outlets, or through approved
retail travel agencies. They can also organize a variety of
tours to a large number of destinations and sell them to
the travel agent and the public at different prices
according to their durations and seasons. At the same
time, they can inform suppliers of the organized tours
inadvance and assure them of the number of future
passengers.
(2) What is the main process of tour
operating?
Essentially tour operating is a process of attempting to provide the
possible tourists with aircraft seats and hotel beds (or other forms of
accommodation) at an attractive price. The following is the main
process of tour operating:
1) Capacity planning- The tour operator can make use of market
forecasts to plan total capacity and combine them with the market
strategy to set the type, destination and volume of the tour.
2) Financial evaluation- The price of a certain package must be set
some eight months or more before the package is actually conducted.
3) Booking patterns- Tour operators provide the brochure for tourists
to consult the information about specific tours so as to make a
decision. It plays a vital role in controlling the progress of advertising
and sales campaigns.
4) Tour management- Tourists conduct the whole journey under the
guidance of a tour manager because he intends to supervise
arrangements and the process of travel.
(3) How does the tour operator carry out the
capacity planning?
The tour operator can make use of market forecasts to plan total
capacity and combine them with the market strategy to set the type,
destination and volume of the tour. Once the tour plan has been
made, reservations of beds and aircraft or coach seat must be taken
into consideration.
There are two forms of bed contracts: an allocation or a guarantee.
An allocation must be released in time, and the tour operator should
return the beds to the hotel on an appropriate day. Different from an
allocation, with a guarantee, hotels get paid for the beds they
provide for the tour operator. And this form is mainly used in
holidays in which tourists prepare their own meals so that the tour
operator can get exclusive contracts.
There are many different ways to book aircraft seats. It is possible
for the largest tour operators to run their own airlines while some
airlines also have their own tour wholesaling divisions or companies.
As for smaller tour operators, they have several ways such as a time
charter or a whole plan charter to reserve seats.
(4) What should tour operators do at the
stage of marketing?
Firstly, a tour operator must do careful planning and
preparation. He can make use of market forecasts to plan
total capacity and combine them with the market strategy
to set the type, destination and volume of the tour. Once
the tour plan has been made, reservations of beds and
aircraft or coach seat must be taken into consideration.
Then the price of a certain package must be set before it is
actually conducted. Then he provides the brochure for
tourists to consult the information about specific tours. In
order to promote the packages printed in the brochure, the
tour operator has to book the mass media, particularly
television, well in advance to advertise them.
(5) What are the inherent risks that tour
operators face and how do they cope with
them?
The inherent risks are listed below:
1) Contracts are usually made with local suppliers in the
destination country;
2) The tour operator is usually required to pay airlines with
US dollars;
3) It is possible for airlines to rise price owing to increase in
aviation fuel costs;
4) Dues, taxes or fees levied by governments are also
changeable;
Tour operators have two ways to cope with these risks.
First, they can set an acceptable range of changes in
exchange rates so as to determine tour prices and then buy
the foreign exchange required at an agreed rate
beforehand. Second, they may make an additional charge
when the customers pay for the cost.
(6) In the escorted tours, what should the
tour operator’ representative do?
Tourists conduct the whole journey under the guidance of
a tour manager. For the big package tour market, tour
operators may send a representative to the destination to
guide the tour. He must go there in advance and check
facilities on behalf of the company. If there are any
differences from the brochure, he will request these
differences to be put right. When tourists arrive, he
should meet them and help them go to the places of
accommodation smoothly. Then during the holiday, the
representative is required to provide guests such services
as giving advice and dealing with the possible problems,
as well as supervising, and sometimes organizing social
activities and excursions.
旅游知识测试
正误判断：请在正确的选题上划√，错误的选题上划×。
1. 旅游经营商在我国也称作“旅游批发商”，购买交通（航班、渡轮等）
，住宿（饭店客房、自助式公寓等）、接送（通过旅游巴士、出租车）
产品，组成单一价格，并通过旅游代理商将包价旅游产品出售给旅游
者。
2. 旅游经营商从上游企业批量购入产品可以获得价格折扣，使包价旅游
产品的价格低于各单项旅游产品价格之和，能够帮组旅游者节约费用
支出。
3. 旅游经营商与其上游企业如航空公司、饭店等签有长期的合作契约，
在旅游淡季时不能为上游企业补充客源，与这些企业有时会发生利益
冲突。
4. 为了便于旅游代理商销售其旅游产品，旅游经营商定期向旅游代理商
提供旅游产品宣传资料，但是旅游代理商要自备预定系统。
5. 旅游经营商可以派出自己的销售代表，为旅游代理商解答关于销售方
面的疑问，指导、监查销售情况，对旅游代理商进行培训。
Part IV Reading Box
第四部分 阅读与分析
Tour Wholesalers in North America
Topic discussion
Topic discussion (参见国家双语示范课程《旅游学概论》网
站：“网络课堂)
1. What are the main businesses of tour
wholesalers?
The wholesaler usually combines transportation,
food, accommodation, sightseeing and other
services to make a package tour. Its business is
mainly made up of planning, preparing, and selling
a vacation tour.
2. What are the typical characteristics
of the independent tour wholesaler’s
business?
The typical characteristics of the independent tour
wholesaler’s business are summarized in the
following:
1) It is relatively easier to start the business;
2) The speed of cash flow is fast;
3) Their products on sale are seldom returned;
4) It is possible for them to make a big profit from
equity because they need less money to start such
a business.
3. What is the National Tour
Association (NTA) and what are the
main services it offers?
The National Tour Association (NTA) is the primary tour
wholesaler organization in North America. The services the
association offers aim to provide its members business
opportunities and professional education so that they can be
able to develop their business. These services include
marketing assistance, educational programs, government
mental representation, and communications for its
membership. What’s more, the association produces two big
events every year. One is the NTA Convention and Tour and
Travel Exchange.
4. What does the . Tour Operators
Association (USTOA) aim at?
It aims to provide protection of the
consumers; to educate the travel industry,
government agencies, and the public about
tours, vacation packages, and tour
operators; to maintain a high level of
professional standards within the industry;
and to develop travel worldwide.
5. What do the tour wholesaler
organizations in the United States
contribute to the development of
tourism?
The services the tour wholesaler organization offers provide
its members business opportunities and professional
education so that they can be able to develop their business.
For example, a strict code of ethics established by NTA is
very helpful for the members to conduct their business
activities smoothly, which benefits the traveling public a lot.
NTA also makes an effort to promote group tours and help
consumers realize that there are substitutes for the vacation.
At the same time, it has made Consumer Protection Plan for
the purpose of providing the traveling public protection. In
this way, these organizations contribute much to the
development of tourism.
谢 谢
