Professional Documents
Culture Documents
What is DECA?
An Association of Marketing Students
Client:
A person or business that pays for professional services or products of people or businesses.
Discretionary Travel:
A trip taken by choice rather than out of necessity.
E-commerce:
The sale of products and services over a Web site.
Intermediary:
A person or company that acts as a link between the producer of a product or service and the
consumer of that product or service.
Marketing Concept:
The business philosophy that focuses on understanding and meeting the needs of customers.
Mass Tourism:
A twentieth century trend during which the working and middle classes began traveling in
large numbers for leisure purposes.
Moment of Truth:
The moment that an employee interacts with a customer related to a business activity.
Relationship Marketing:
The process of building and nurturing ongoing, solid relationships with customers.
Tourism:
All the components of the travel industry used to serve the needs and wants of tourists and to
attract travelers to a destination.
Tourist:
A person who travels at least 100 miles from home to visit an area for business and/or
pleasure for 24 hours or more. First appeared in 1811.
Wireless communications
Smaller computers, improved user-friendly programs, simplified interface with other
systems
Instant access to information
Rapid product innovation and introduction
Shorter product life cycle
Infrastructure is:
The basic foundations such as sufficient power supply, water supply, roads, public utilities, and
sewage disposal needed to support and accommodate tourists.
when income from tourism in an area is used to purchase needed goods or services
from outside the area.
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The more imports that are necessary, the higher the leakage will be.
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Sometimes a large part of the income from tourism has to be used to pay for
imported equipment and materials used to satisfy the needs of tourists. For
example, if a country has a small domestic automobile industry, it may have to
import cars or buses to satisfy transportation needs of tourists.
The more developed the area, the higher the multiplier effect. This means that tourism
dollars will stay in an area and be re-spent, rather than those dollars being spent
outside the area to purchase needed good and services.
Necessary Leakage:
Refers to the cost of promoting a destination abroad. If a destination wants to attract tourists,
it must market itself to convince potential customers that it is more appealing than other
destinations.
Culture:
The practices of a society including its customary beliefs, social roles, and material objects that
are passed down from generation to generation.
Cross Adoption:
Local residents adopt tourists values and at the same time, tourists adopt values of the places
they visit. Example: American interest in foreign foods has resulted from American tourists
who enjoyed the local food while visiting in other countries.
Example: Tourists exposure to native culture has increased the demand for Native American
arts and crafts.
Local religious and social customs may suffer commercialization. Example: Ceremonial
dances once performed for religious purposes are now staged to entertain tourists.
Disruption in the way of life for some cultures has become a problem. Example: The
Pennsylvania Amish had no desire to be discovered as a tourist attraction. They
simply wanted to be left in peace.
Environment:
The climatic, social, and cultural conditions that influence the life of a person or community.
Revenues generated from entrance fees and other fees may be used to improve animal
habitats, wilderness areas, and infrastructure.
If tourists are educated about the environment and natural resources, they are more
likely to understand the importance of preservation efforts and to participate in that
preservation.
Good design and planning of an infrastructure and superstructure are important. The
addition of more restaurants and hotels provides variety and choices. Welcome centers
provide a hospitable atmosphere. When appropriate design of buildings in terms of
color, signage, and landscaping is used and maintained, the beauty of the area is
enhanced.
An increase in the number of people using an areas resources will usually have a
detrimental impact on the environment.
Effects on wildlife
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Disrupting feeding and breeding
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Killing of animals
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Destruction of habitats
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Restriction of wildlifes natural movement and migration
Effects on landscapes
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Erosion
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Land development
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Destruction of natural beauty
Pollution of the environment
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Land
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Water
Air
Chemical
Noise
What is Superstructure?
Facilities that expand and improve the basic infrastructure to serve the specific needs of
tourists and increase the desirability of the area.
Increased income. With new jobs, people can afford consumer goods that were
previously beyond their purchasing power.
Changing lifestyle and increased standard of living. People may demand better housing
and recreational facilities as well as undergo changes in dress and eating habits.
Rising property values. If there is an increased demand for land on which to build
tourist facilities, property values can rise dramatically.
Exposure to new ideas. Tourists often have the desire to learn and have new
experiences, and they look to local residents to provide that exposure.
Public Sector:
Public agencies supported by local, state, or federal government dedicated to promoting
tourism development and allocating monies for tourism projects.
Private Sector:
Privately supported businesses that promote tourism development.
Popularity increases.
Profits increase.
Sales increase.
Competition increases.
Sales decline.
Shoulder Season:
The period between peak and off-peak seasons. Shoulder seasons are attractive to people who
do not need to travel during peak holiday months. Example: Retired people are not restricted
to certain vacation times.
Cooperative advertising:
A partnership between two or more companies to share the cost of an advertisement. (NOTE:
Similar partnerships between companies can occur in any of the elements of the promotional
mix.)
Recognition Program:
A sales promotion technique that rewards customers as an incentive or inducement intended to
ensure their loyalty and to generate repeat business. Rewards are usually not cash but may
include points toward free travel or upgrades, gift premiums, or plaques. Examples: frequentflyer and frequent-guest programs.
AARP:
A nonprofit membership organization dedicated to focusing on the needs and interests of
persons 50 years of age and older. AARP is a recognized organization and many lodging
properties offer special discounts to its members.
Amenities:
Gratis features that enhance a guests comfort or convenience. The higher the level of service,
the more amenities that a guest expects. Amenities include pools, microwaves,
shampoo/conditioner, lotion, double sinks, bathrobes, coffee pots, whirlpool tubs, data ports,
etc.
Lodging:
A place to sleep for one or more nights.
Floating Resorts:
Are cruises and all-inclusive vacations.
Cruise:
Includes transportation, meals, lodging, recreation, and entertainment.
A cruise includes transportation, meals, lodging, recreation, and entertainment.
Service is equal for all passengers on board a ship. Itineraries, destinations, and cabin locations are the
main factors segmenting the cruise industry. Cruise lines offer diverse itineraries to appeal to different
markets.
Mass market. Passengers in this category have income from $20,000$39,000. Carnival Cruises are popular with this market.
Middle market. Passengers in this category have income from
$40,000 - $59,000. This is the largest portion of the cruise market. Princess Cruises and
Norwegian Cruises serve this segment.
Luxury market. Passengers in this category have average
income in excess of $60,000. This market level offers superior service and cuisine. Seabourn
Spirit and the Radisson Diamond serve this market.
GRT:
Gross registered tonnage; the amount of enclosed space on a ship; One GRT is equal to 100
cubic feet.
Space Ratio:
The amount of space per passenger on a cruise ship. The space ratio is a guide to the market
level of a ship. A ratio of 35 or higher indicates a capacious ship.
Prior to setting sail, passengers give an imprint of their credit card to open an account on
board the ship.
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All purchases on board the ship are charged to the account.
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Passengers settle their charges at the end of the trip.
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Passengers without credit cards must make a cash deposit prior to setting sail.
Air-Sea Package:
Transportation to the embarkation port may be included with a cruise package. Once a
passenger boards a cruise ship, their transportation is secure. Getting to the embarkation
port often requires a flight since many ports are located in the southern region of the
country.
By packaging the flight and cruise together, passengers only have to communicate with
one company regarding their reservations.
If flights are delayed due to weather problems, the ship may delay sailing to wait for the
bulk of passengers, or the passengers may be flown to meet the ship at the next port.
Shuttle service between the airport and the port is included in most sea-air packages.
What is Amtrak?
A semipublic corporation that provides passenger rail service in the United States. Amtrak is
the marketing name for the corporation. Its official name is the National Railroad Passenger
Corporation.
Amtrak receives some financial support from the government to stay in operation.
Quiet cars:
In response to the conflicting demands of early morning commuters, Amtrak has added the
quiet car.
In the US, the majority (90%) of car rentals are for corporate travel.
Friendly fare. Travelers who purchase a ticket at least one week in advance can travel
anywhere in the US for as little as $49 and no more than $119, one-way.
E-Savers. By purchasing tickets online, riders save 10% for advertised locations. These
specials are only available on-line.
Childrens discounts. A discount of 40% is allowed for children under age 12 traveling with
a full rate passenger.
Seniors discount. Passengers age 62 and older may request a 5% discount. An ID
verifying age is required.
Student discount. Student Advantage cardholders are entitled to a discount up to 15% off
the price of an unrestricted ticket.
Military discount. Members of the military and their families may receive a 10% discount
off the price of unrestricted tickets.
Unrestricted fares. Everyday prices are always available, right up to the time the bus
departs.
Full service/mega carriers. At one time these carriers flew either domestic or international
routes. Today, however, they fly both domestic and international routes, providing full
service to customers. This change in travel patterns came from associations between
national and international airlines and deregulation. Examples: Delta, American
Regional carriers: Airlines that fly scheduled flights from smaller cities into larger cities.
These carriers are lower priced than full service lines, use smaller aircraft, and fly shorter
routes. Examples: Hooters, Jet Blue
Supplemental carriers: Planes hired by an individual or company to fly nonscheduled
flights for a specific purpose. These carriers fly to locations where scheduled flights do
not.
First class
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Highest rate ticket
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Located at the front of the plane
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Wider, more comfortable seats
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Extra leg room between the rows
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Special electronic entertainment centers on newer planes
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Reclining seats on international carriers
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First to board and first to exit
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Multiple course meals served on china (long flights)
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Free movies and beverages
Business class
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A step down from first class in rate and service
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More seat/leg room than coach, but not as luxurious as first class
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Free beverages
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Larger total area than first class
Coach class
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Most economical ticket
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Usually located in the rear of the plane
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Narrow seats located closer together
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Limited overhead storage space
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Basic flight attendant service
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Food service limited to beverages and snacks
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Only level of service available on many smaller aircraft
Yield management: The course of action an airline takes to meet a break-even point and
earn a profit. The airline product is perishable; if the space on the flight is not sold prior to
take-off, that revenue is lost forever. Fares are structured to sell as many seats as possible
and create a profit for the company.
Yield: The amount of profit generated per seat per mile on an airplane. Total passenger
revenue divided by the total number of passenger miles flown = yield.
Discount fares. Airlines offer a certain percentage of their seats at discount or promotional
fares in an effort to fill the plane. There are restrictions with these fares, but for some
travelers the reduced cost of the fare is worth the inconvenience.
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Airlines restrict the number of seats that are discounted.
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These fares may not be refundable.
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No changes are allowed.
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Some require a minimum stay at the destination.
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Blackout periods are times when a discounted fare is not available. Usually this is
during peak periods and holidays.
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Some discounts are based on demographic segmentation seniors, children,
students, and military personnel. The individual carrier controls these rates, and
passengers should check to see if there are discounts available.
Airlines concentrate their ventures at airports near or in major cities. These airports
are known as hubs for the airline.
Air carriers have maintenance repair facilities and administrative facilities located at
their hub.
Examples: Deltas hub is Atlanta; United Airlines hub is Chicago.
Spokes: Flights between airports in smaller cities and the airline hub to help
passengers make connections.
Regional carriers are responsible for many of the spokes in this system.
While smaller cities are unprofitable centers for full service/mega carriers, regional
carriers make frequent journeys in and out of these smaller centers to the hubs.
Problems can occur when flights are delayed from the smaller airports and passengers
do not arrive at the hub in a timely manner.
Inclement weather at a spoke airport, lost or delayed luggage, missed connections, or
long waits between flights are all problems that can occur on a daily basis for airline
passengers.
Frequent flyer programs were established by the airlines to reward passengers for the
number of miles they fly and to encourage passengers to develop a brand loyalty to a
particular carrier.
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Once the customer is enrolled in the program, a computer tracks the number of
flight miles.
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Accumulated miles can be traded for upgrades or free flights.
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Restrictions, including blackout dates and controls on the number of upgrades
allowed on each flight, apply to the redemption of miles.
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Expiration dates may also apply to the accumulated mileage.
Contract foodservice:
An institutional foodservice operation that is run by an outside foodservice agency.
Commercial foodservice:
Profit-driven businesses that compete for customers dollars by preparing, serving, selling, or
providing food for immediate consumption.
In-house foodservice:
A foodservice operation that is run by the business itself.
Institutional foodservice:
Foodservice that is provided to customers in an institution such as a hospital, prison, school, or
the military.
Travel agent:
A wholesaler who is authorized to represent buyers and sellers of the travel industry for a
commission.
Travel agency:
A business that employs travel agents who make travel arrangements for clients for a
commission or service charge.
What does AAA stand for and what are the members benefits?
Member benefits
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Travel assistance with destinations and reservations
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Road service
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Insurance
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Assistance with automotive purchase, maintenance, and repair
Independent agencies: Small, unaffiliated agencies that serve clients from a walk-in office
location or over the telephone.
Agency chains: Semi-independent agencies affiliated with one another through franchise
agreements.
Consortium-affiliated agencies: Independent agencies linked to gain the resources and
financial benefits of a chain but with lower fees and commissions. Examples: World Travel
Affiliates and Hickory Travel Systems.
Home-based agencies: Agents who conduct business from their homes using electronic
technology rather than from the traditional office.
Internet travel agencies
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Internet agencies: Agencies that may or may not be home-based and that serve
clients primarily through the use of the Internet.
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Internet travel intermediaries: Internet agencies that act as a mediator between
the travel industry businesses and customers at a lower price per transaction than
either the business or a traditional travel agency may be able to provide.
Advantages
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The agent has knowledge of a geographically diverse marketplace.
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The agent saves the customer time by researching the product mix that best meets
the customers request.
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The agent can recommend price considerations.
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The agent may use Global Distribution Systems (GDS) to make reservations. GDS is
a worldwide inter-organization information system that maps destinations for
travel associates use in selling tourism services.
Disadvantages
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The customer may be asked to pay a service charge.
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The agent may not have current information and prices.
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The agent may not work in a timely manner.
Trade publications:
Print media associated with the travel industry. Examples: Todays Traveler and Travel
Weekly.
Casino Harrahs
Fair NC State Fair
Golf Pinehurst Club
Motorsports racing Lowes Motor Speedway
Museums Discovery Place
Music and/or dinner theaters Medieval Times
Natural Destinations Blowing Rock
Clinic/Workshop:
A small group session of intense study or training that emphasizes an exchange of ideas or
demonstration of skills.
Congress:
An international term used for meeting.
Forum:
A meeting involving discussion on a specific issue, usually led by panelists and involving
audience participation.
Panel:
A meeting in which at least two speakers give their viewpoint on a particular subject, followed
by discussion among the speakers and the audience.
Symposium:
A formal meeting arranged to discuss a specific issue.
Seminar:
An informal meeting in which participants hold discussion under the supervision of a leader.
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Shoppertainment in an oval racetrack layout reflective of the NASCAR area
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Shopping destination of the Carolinas (See Objective 5.02)
Burlington Manufacturers Outlet Center
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North Carolinas first and original factory outlet center
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Over 60 factory outlet and designer stores
Tanger Outlet Centers
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The nations most popular brand name manufacturers and upscale designer outlet
stores
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Located in 20 states coast to coast
Burlington, NC
Nags Head, NC
Myrtle Beach, SC
What is Seagrove?
Seagrove, NC
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Largest and oldest community of working potters in the US
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Nowhere in the country is there a similar colony of artists whose studios and
workshops are open every day for travelers and friends to stop in to observe and
shop. For the purchaser it is a way to know the origin of the piece, and for the
artist it is a chance to know the consumer.
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Over 100 potters make and sell their wares from their shops in the Seagrove area
today.
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Retail pottery galleries in Seagrove
Seagrove Pottery
Name 3 NC wineries:
President Bill Clinton created The National Security Councils Critical Infrastructure
Working Group as a result of the 1995 bombing of the Murrah Federal Building in Oklahoma
City. Presidential Decision Directive 63 was issued on May 22, 1998 to achieve and
maintain the capability to protect our nations critical infrastructures (cybersecurity.)
In the aftermath of September 11, 2001, President George W. Bush signed the Homeland
Security Act on November 26, 2002 and nominated Governor Tom Ridge to serve as
Secretary of the new United States Department of Homeland Security.
Prestige. Travel to choice destinations can provide a traveler with a level of fame,
admiration, and respect if only in the mind of the traveler.
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Monte Carlo Riviera
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Hollywood, CA Rodeo Drive
Escape. Travel satisfies a desire to leave the daily routine of ones life.
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Beaches Hilton Head, SC
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Caribbean St. Thomas
Education. Travel has been viewed as broadening.
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Historical Washington, DC and Williamsburg, VA
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Grand Canyon
Social interaction. Travel provides opportunities to meet and interact with new and
different people.
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Vail, CO ski trip
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Princess Cruise Lines Inclusive resorts
Family bonding. Reunions have become an important segment for the travel industry.
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Grandparents homes
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Heritage/roots Family reunions, weddings, and funerals
Relaxation. Travel offers a time to play and unwind.
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Attractions Disneyland, Busch Gardens, Sea World
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Festivals Mardi Gras
Self-discovery. Vacations provide time and surroundings conducive to finding oneself.
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Beauty, nature and national parks camping, hiking
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Holistic vacations Yoga retreats
Attitude
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Pride in their work
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Patience in dealing with customers
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Judgment to listen to needs and respond to the customer in a fair manner
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Adaptability to get along and cooperate with fellow workers, teamwork and the
ability to adapt to the working environment.
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Flexibility in dealing with customers that change their minds
Technical knowledge
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Knowledge of attractions
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Skill in giving directions
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Salesmanship
Appearance
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First impressions
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Dress neatly and simply
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Good grooming habits
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Avoid smoking, chewing gum or eating if customers can see you
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Business image:
The perception or belief that people have about a business.
Customer mix:
Combination of customers that use or are attracted to a particular hospitality and/or travel
organization or destination.
Functional image:
Image of a destination associated with specific activities and attractions at the destination.
Example: Functional images of Cape Hatteras are sandy beaches, swimming, surfing, and
fishing.
Ethics:
A set of moral rules that helps people decide right from wrong.
Clientele:
Those customers that organizations rely on for repeat business.
Empowerment:
Giving employees the authority to identify and solve guest problems or complaints immediately
and to make improvements in the work processes if necessary.
Relationship marketing:
Building, maintaining, and enhancing long-term relationships with individual customers;
making the individual customer loyal to the business/destination/organization.