WTTI Course Syllabus

• Leisure, recreation and tourism
• Geography and tourism
• Forms of Tourism

• Leisure, recreation and tourism – a basic human right?
• The demand for tourism – concepts and definitions
• Effective demand
• Suppressed demand

• Resources for tourism at world, national and local scale

• The world climate scene
• Climate elements and tourism
• World climate zones

• Principles of interaction
• Transport modes, routes and networks
• Air transport
• Surface transport

• Physical and cultural features
• Tourism demand and supply
• The organisation of tourism in Europe
• The physical setting of tourism in Britain
• Demand and supply of tourism in Britain
• The Tourism Geography of England and the Channel Islands

• Scotland
• Wales
• The Republic of Ireland
• Northern Ireland

• Denmark
• Norway
• Sweden
• Finland
• Iceland
• The Netherlands
• Belgium
• Luxembourg

• Austria
• Switzerland
• Germany

• The demand and supply of tourism in France
• Tourist regions in France
• Spain
• Gibraltar
• Portugal

• The organisation and supply of tourism in Italy
• Tourism demand and attractions
• Malta
• Greece
• Cyprus

• The Czech Republic
• Slovakia
• Hungary
• Poland
• The Baltic States
• The Balkan Countries
• The Republics of the Former Yugoslavia
• Albania
• The Commonwealth of Independent States (CIS)

• Egypt
• Israel
• Jordan
• Syria
• Lebanon
• Turkey
• The Arabian Peninsula
• Iran & Iraq

• North Africa
• East Africa
• Southern Africa
• The Islands of the Western Indian Ocean
• West Africa
• Central Africa
• The Atlantic Islands

• India
• Pakistan
• Bangladesh
• Afghanistan
• The Maldives
• Sri Lanka
• Nepal
• Bhutan

• South East Asia
• The Far East

• The United States – demand, resources, transport, accommodation, regional setting
• Canada – tourism resources, transport, regional setting
• Greenland

• The Caribbean Islands
• Mexico
• Central America
• South America

• Australia
• New Zealand
• The Pacific Islands
• Antarctica

• The importance of hotels
• Travel and hotels
• Two centuries of hotel-keeping
• Hotels in the total accommodation market
• Hotel location
• Types of hotels

• The hotel as a total market concept
• Hotel facilities and services as products
• Hotel accommodation markets
• Hotel catering markets
• Hotel demand generating sources
• Hotel market areas
• Hotel market segmentation
• Buying and paying for hotel services
• Hotel marketing orientation

• Objectives and policies
• General and sectional policies
• Policy formulation, communication and review
• Hotel philosophies
• Hotel plans and strategies
• The framework of hotel management

• Room sales
• Guest accounts
• Mail and other guest services
• Uniformed services
• Hotel housekeeping
• Organisation and staffing
• Accounting and control

• The food cycle
• The beverage cycle
• Hotel restaurants
• Hotel bars
• Room service
• Functions
• Food and beverage support services
• Organisation and staffing
• Accounting and control

• Guest telephones
• Guest laundry
• Rentals and concessions – other income
• Accounting and control

• Rooms
• Food and beverages
• Miscellaneous guest services
• Hotel support services
• The management structure
• Organisational structure of a large hotel
• Accounting and control

• Determinants of hotel staffing
• Numbers and payroll
• Hotel products and staffing
• Organisation of the personnel function
• Organisation of training
• Functions of the training division

• Measures of labour productivity
• Physical measures
• Financial measures – sales and payroll
• Physical/financial measures – sales per employee
• Productivity measures – value added approach
• Some ways to higher productivity
• Productivity standards
• Computers in hotels

• From product to sales to marketing
• The marketing concept
• Special features of hotel marketing
• The marketing cycle
• Marketing resources
• Hotels in the total tourist product

• Property ownership
• Property operation and maintenance energy

• The hotel balance sheet
• Balance sheet ratios and analysis
• The hotel profit and loss statement
• Profit and loss ratios and analysis
• Hotel operating profit
• Balance sheet and profit and loss relationships
• Liquidity ratios

• Products and markets
• Ownership and finance
• Organisation and staffing
• Accounting and control
• The future of the small hotel

• Advantages of groups
• Problems of groups
• Scope for centralisation
• A concentrated hotel group
• A dispersed hotel group

• Products
• Markets
• Cost and profit ratios
• Ownership and finance
• Organisation and general approach

• Integers, fractions and decimals
• Order of operations – brackets
• Percentages and ratios – percentages, profits, proportions and ratios
• Roots and powers – powers, roots, rules for powers

• Formulae and equations – manipulating equalities, linear equations
• Graphs – linear equations and graphs, simultaneous equations, non-linear equations

• Data – quantitative and qualitative, primary and secondary, discrete and continuous
• Data presentation – pictograms, tables, bar charts, pie charts, frequency distributions, histograms, frequency polygons, ogives, scatter diagrams
• Averages – the arithmetic mean, the mode, the median
• Dispersion – the range, quartiles and the semi-interquartile range

• The concept and rules of probability
• Expected values
• Expectation and decision-making

• Probability distributions
• The normal distribution
• The standard normal distribution

• Interest – simple interest, compound interest, inflation, changes in the rate of interest
• Savings and loans – regular savings, sinking funds, loans, mortgages

• Introduction
• Planning a group tour

• Short breaks
• Special interest holidays
• National parks
• Skiing
• Holiday centres/hotels
• Accommodation
• Theatre reservations

• Coaching
• European coach holidays
• Making a reservation
• Incoming tourism

• Passengers and passenger density
• Factors in cruise costs
• Some nautical terms
• International river cruise destinations
• Ocean, river and canal cruising
• Client information on cruising
• Cruising areas

• Benefits of car rental
• Growth of car rental
• Tariffs
• Car groups
• Fuel consumption
• Car rental insurance
• Organising car rental

• Ferry services
• Making the reservation
• Railways

• IATA traffic and conference areas
• Most logical routings
• Aircraft types
• Fear of flying
• Deep vein thrombosis
• Seat pitch
• Charter airlines
• Organising an itinerary
• Time differences and elapsed flying time
• Passports, visas and health regulations
• Special services for passengers
• Airport information
• Stopover holidays

• Understanding systems
• Travel agency systems
• View data
• Global distribution systems
• GDSs and e-commerce

• A brief history
• How the internet works
• Getting online
• Tour operators and the internet
• The internet as a marketing tool
• Travel portals

• Holiday insurance
• What is included in a travel insurance policy
• Exclusions
• Specialist insurance – pre-existing illness, dangerous activities
• ABTA code of conduct
• Making a claim

• How travel agents earn their income
• Operational costs of an independent travel agency
• Security
• Legal and regulatory requirements
• Handling cheques and credit cards
• Foreign currency
• Travellers’ cheques
• The Euro
• Disposable income

• Skills required to work in a travel agency
• Product benefits for the client
• Using the telephone
• Sales techniques in the office
• Identifying the client’s needs
• Closing the sale
• After-sales service
• Client relations
• Time management

• Introduction
• ABTA and arbitration

• Defining tourism
• The tourist product
• The nature of a tour
• The tourist destination

• Travel in the Middle Ages
• Developments in road transport in the 17th to early 19th centuries
• The grand tour
• Political hindrance to travel
• The development of the spas
• The rise of the seaside resort
• The conditions favouring the expansion of travel in the 19th century
• The age of steam

• The first fifty years
• Tourism since World War II
• Factors influencing changes in tourism demand

• The tourist’s needs and wants
• General and specific motivation
• Motivators and facilitators
• Psychological and sociological factors influencing motivation
• The motivation of business travellers

• The tourism chain of distribution
• Common-interest organisations
• Integration in the tourism industry
• Conglomerates and international integration

• The airline business
• The organisation of air transport
• Air transport regulation
• Deregulation of air transport
• The economics of airline operation
• The marketing of air services

• The ocean liners
• Cruising
• Ferry services
• Coastal and inland waterways tourism
• Seagoing pleasure craft

• The role of the railways in tourism
• Coach travel
• The private car
• Cycling and tourism
• Tourists on foot

• The structure of the accommodation sector
• The nature of demand for accommodation facilities
• The distribution of accommodation
• Environmental issues

• Seaside resorts
• Spa tourism
• Urban tourism
• Rural tourism
• Purpose-built attractions
• Other site attractions
• Cultural tourism
• Retail shopping
• Events

• The role of the tour operator
• The specialised roles of tour operators
• The nature of tour operating
• Planning, marketing and operating package tours
• The process of negotiating
• The role of the resort representative
• Pricing the package tour
• The tour brochure
• The reservations system
• The distribution network
• The IT revolution and its impact on tour operating

• The role of travel agents
• Setting up and running a travel agency
• Travel agency skills and competences
• Business travel
• Travel agency appointments
• Profitability of travel agents

• Services to the tourist
• Services to the supplier
• Marketing services

• The nature of government involvement
• Planning and facilitating tourism
• Control and supervision in tourism
• The organisation of public sector tourism
• Public sector tourism in Britain
• Functions of the tourist boards

• The role of design in tourism
• The management of tourism sites

• The environmental effects of tourism
• Planning for control and conservation
• The socio-cultural effects of tourism
• Managing the social impact of tourism
• The future of tourism

• What is accounting?
• Business organisations and sources of finance
• Introducing financial statements: the profit and loss account and the balance sheet
• The role of the accountant and the accounts office

• The purpose of management information
• The use of cost centres and coding of costs
• Providing comparisons on costs and income
• A brief introduction to wages
• Control accounts: sales and purchase ledger control

• Financial statements: the calculation of profits
• Adjustments: accruals, prepayments and drawings
• Adjustments: bad debts and provisions for debtors
• Depreciation of fixed assets
• Partnership accounts
• Company accounts
• Accounts of clubs and societies
• The extended trial balance

• Accounting ratios and preparing reports
• Accounting standards: SSAPs and FRSs
• Accounting for stocks
• Manufacturing accounts
• Marginal costing
• Budgeting

• What are business administration and management?
• The board of directors
• Functions within an organisation
• The ‘systems’ approach to organisation
• Planning-control feedback cycles

• The structure of organisations and the need for authority
• The features of bureaucratic and non-bureaucratic organisations
• Traditional principles and types of organisation
• More about systems and subsystems

• Sole-trader enterprises
• Partnerships
• Limited partnerships
• The limited liability company
• Non-profit-making units (clubs and societies)
• Public enterprises
• Autonomous public corporations
• Nationalised industries
• Local government institutions
• Central government departments

• The production process and types of production
• Site selection and factory planning
• Plant and equipment
• Materials and materials handling
• Production administration
• Costing aspects of production
• Work study
• Maintenance and production
• CAD, CAM and CIM

• The nature of purchasing and the role of the purchasing officer
• Purchasing department procedures
• Inventory control
• Stores control
• Economic order quantity

• Basic research
• Problem-based research
• Ideas generation
• Applied research and development
• Patents, trade marks and service marks

• Introduction to marketing and the marketing philosophy
• Market analysis and research
• Promotion, publicity and public relations
• Pricing policy
• Credit control
• Sales administration
• Transport and distribution (logistics)
• Export marketing

• The need for staff
• The functions of the personnel department and a personnel policy
• Employee records
• Promotion, transfer, termination and dismissal
• Industrial relations practice
• The remuneration of staff

• The role of the administrative officer
• Facilities management – the ‘new-look’ office administrator
• The office and its functions
• The clerical function, business correspondence, mail systems
• Meetings, conferences, functions and delegation
• The organisation and methods department
• Security aspects of business
• Risk management

• Features of the tour operator’s product
• The main categories of tour operator
• Domestic, specialist and incoming tour operators
• Independent contractors and producer-owned companies
• Setting up a tour operating company
• The market-place for tour operators

• Planning a programme of package holidays
• The outline stages involved in the planning of a tour programme

• The short-haul product – Europe
• The long-haul product
• Holiday product types

• Advertising
• Direct marketing through the media
• The internet revolution for tour operators

• The booking form
• Brochures: the legal position

• Administration departments
• Manual reservation systems
• Computerised reservations systems
• Holiday documentation
• Other administrative functions
• The role of the sales representative
• Recruitment and training

• The overseas department
• The overseas staff
• Resort representatives
• Couriers
• Ski resort staff
• Campsite organisers
• Adventure tour leaders
• Drivers
• Cruise company employees
• What happens in emergencies?

• Introduction to the history of legislation and control
• The Package Travel, Package Holidays and Package Tours Regulations 1992
• Consumer law
• Bonding of holidays
• The CAA and bonding of holidays with an air travel component
• Air Travel Trust Fund (ATTF)
• Insurance law
• Tour operators’ trade associations

• An overview of destination trends
• The future picture
• Fighting back

• Factors which can affect a tour operator’s programme
• Access and transport
• Tour operators’ reactions

• Tapestry Holidays
• Palmair
• Warsaw Convention airline case
• Surcharges
• Bonding
• Destination marketing
• Cruise venture
• The grey market
• Sustainable travel
• Virtual brochures

• Travel and tourism demand
• Component sectors of travel and tourism supply
• Changing prospects for twenty-first century tourism

• What is marketing?
• Management attitudes, customer focus and the external business environment
• The marketing propositions
• Marketing feasibility

• Marketing goods and services
• Services and their characteristics
• Particular characteristics of travel and tourism services
• How marketing in travel and tourism differs from other forms of marketing

• Main determinants of demand
• Marketing response to the determinants of tourism
• Buyer behaviour model for travel and tourism
• Buyer characteristics
• Consumer decision-making process
• Using consumer behaviour data for marketing

• Multiple segments in travel and tourism
• Reasons for segmenting markets
• Conditions to effective segmentation
• Segmentation methods
• Benefits of effective market segmentation

• Components of travel and tourism products
• Components of the overall tourism product
• Marketing implications of the overall tourism product concept
• Customer as a participant in the production process
• Co-branding and co-marketing

• Original marketing mix
• Four Ps and four Cs
• Marketing mix in the context of the marketing system
• Internal marketing
• The service delivery process
• Consumer centric marketing

• Categories of marketing research and their uses
• Marketing research methods
• Commissioning a market research agency
• Researching customer satisfaction

• Need for strategic planning
• Model of strategic planning process
• Business portfolio analysis
• Corporate strategy and objectives
• Marketing planning process
• Branding and image
• Corporate communication role of marketing plans

• Significance of marketing plans
• Steps in the marketing planning process
• Marketing campaigns in travel and tourism
• Marketing campaign budgets
• Budgeting methods
• Performance measurement: evaluation, monitoring and control
• Campaign plan monitoring

• Evolution of ICT
• Future of ICT
• How is ICT influencing tourism marketing?
• Barriers to the growth of E-tourism
• Impact of ICT on the marketing mix
• Uses of websites in marketing
• Database marketing and the internet

• Strategic choices in distribution
• Principles of distribution
• Distribution channels or access systems
• Benefits and costs of using intermediaries
• Evolution of distribution systems
• Managing the marketing channel

• Principles of integrated marketing communications
• Stages in the marketing communication process
• Promotional mix
• Role of advertising agencies
• Public relations
• Sponsorship
• Sales promotions
• Advertising
• Types of print materials used in marketing travel and tourism
• Stages in producing effective information materials
• Distributing information to target audiences
• Electronic alternatives to print

• Dimensions of destination marketing
• Marketing role of NTOs
• Destination promotions
• Destination positioning, themes, images and concepts
• Marketing facilitation strategies for an NTO
• Consumer assistance and protection

• Serviced and non-serviced accommodation
• Role of accommodation in the overall tourism product
• Nature of the accommodation business
• Strategic marketing tasks for accommodation businesses
• Accommodation marketing budgets

• The nature of transport systems
• The nature of the transport product
• Vehicle technology
• Information and communications technology
• Operational constraints on public transport marketing
• Strategic linkages and alliances
• Tactical marketing

• Traditional and modern concepts of attractions management
• Characteristics of managed visitor attractions
• The attractions product: marketing the experience
• Market segments for visitor attractions
• Marketing strategy for attractions
• Operating constraints on marketing

• Nature of inclusive tours and product packages
• Process of constructing an inclusive tour programme
• Strategic issues for contracting tour operators
• Positioning, branding, image
• Choice of distribution options
• Tactical marketing

• The economic problem: scarcity, choice and opportunity cost
• Production possibility and utility
• Microeconomics and macroeconomics
• Alternative economic systems
• Growth and sustainable development

• Demand
• Supply
• Market equilibrium, the price mechanism and market efficiency
• Concept of elasticity
• Indirect taxes, subsidies and price controls

• Short and long run costs
• The scale of production and economies of scale
• Average, marginal and total revenues
• Profit theory
• Perfect competition: the short and long run
• Productive and allocative efficiency

• Monopoly, sources and profit maximisation
• Comparison of perfect competition and monopoly
• Advantages and disadvantages of monopoly
• Monopolistic competition
• Oligopoly, sources, collusive activity and non-price competition
• Price discrimination

• Public goods and merit goods
• Externalities
• Sustainability and government response
• Imperfect information and imperfect competition

• The circular flow of income, leakages and injections
• The measurement of national income
• Limitations of national income data
• The business cycle
• Aggregate demand and its components
• Government policies affecting aggregate demand (fiscal and monetary)
• Aggregate supply in the short and long run
• Supply side policies

• Short and long run equilibrium
• The multiplier effect
• The measurement and costs of unemployment
• Causes of unemployment
• Solutions to unemployment
• Measurement and costs of inflation and deflation
• Demand pull and cost push inflation
• Reducing inflation
• The inflation-unemployment trade off

• Definition of economic growth
• Consequences of growth
• The distribution of national income
• Taxation and income distribution

• Why countries trade
• The principle of free trade: absolute and comparative advantage
• The world trade organisation
• The arguments for and against protection
• Types of protection
• Economic integration and trade blocs
• The terms of trade

• Exchange rate determination
• Fixed, floating and managed exchange rate systems
• The balance of payments, current, capital and financial account
• Balance of payments and the exchange rate
• Correcting a current account deficit

• Sources of growth and economic development
• Characteristics and diversity of developing countries
• Measuring development
• Domestic factors affecting development
• International trade and development
• The role of foreign direct investment
• Aid, debt and development
• Market aid and interventionist strategies

• An analytical framework
• Planning reading
• Reading the industry literature

• The travel industry
• The tourism industry

• Accommodation – hotels in the UK, Europe and USA
• Industrial supply in UK and Europe
• Historical perspective – UK
• Economic issues
• Organisations
• Accommodation – timeshare
• Accommodation – caravan and camping
• Other activities within the hospitality and leisure industry

• Strategic management
• Feasibility studies

• Commissioning the property
• Procurement
• Sources of revenue and operating costs
• Market segments

• Marketing
• Room division
• Rooms
• Housekeeping
• Planning and organising the housekeeping department
• Human resource management
• Financial control
• Leisure facilities

• Food safety legislation
• Liquor licensing legislation
• Health and safety at work
• Planning legislation

• Catering market
• The catering markets by sector
• Market sectors
• Major operations
• Food and beverage management

• Background and history
• The primary markets
• Industry supply
• The three major companies

• Background to the industry
• Major operations

• The environment
• Environment initiatives
• Environment issues – the hospitality industry
• Computer reservations systems
• Quality assurance
• Total quality management

• The search for principles of management
• Bureaucracy

• Motivation – what motivates people?
• Motivation – how motivation occurs

• Leadership – theory and practice
• Groups and teams

• Organisations and systems
• Contingency approaches to management

• Value-driven responsive organisations
• Managing the supply chain

• The business environment
• Organisations
• Organisational culture
• Diversity

• Decision making in organisations
• Strategic aspects of management
• Strategy in practice
• Managing strategy

• Organising the workforce – organisation structures and designs
• Organising work
• Organising for innovation
• Organising for engagement
• Reorganising – managing change
• Organising communications
• Organising yourself – the manager’s role

• Organisational control
• Managing quality
• Managing risk

• Marketing fundamentals
• The marketing mix: product and price
• The marketing mix: distribution
• The marketing mix: promotion
• Customer-oriented marketing approaches

• Managing the procurement function
• Managing the logistics function
• Managing the operations function
• Operations technology

• Human resource management
• Resourcing: recruitment, selection and appointment
• Performance management and human resource development
• The employment relationship
• International human resource management

• Financial and management accounting – an introduction
• Budgeting process, pricing and capital investment decisions

• The role of information technology and business information systems
• Managing information systems

• Global management
• Managing globally

• What is tourism?
• The rise of tourism
• Tourism today
• International tourism
• Domestic tourism in Britain
• The tourism industry

• What is the geography of tourism?
• Britain’s inbound and outbound tourism geography
• Tourist destinations in Britain
• Route planning in Britain
• Weather and tourism

• Forms of transport
• Carriers
• Transport networks

• Travel agents and tour operators

• Basic tourist requirements
• Serviced accommodation
• Self-catering accommodation
• Catering for tourists

• Trends in attractions
• Theme parks
• Business facilities

• National tourist organisations
• Regional tourist organisations
• Local tourist offices
• Tourism information

• Tourism and the environment in harmony
• Tourism and the environment in conflict
• Planning and managing tourism

• Tourism investments – the cost of tourism
• Tourism returns – the benefits of tourism
• Tourism and the balance of payments
• Tourism and employment
• Who benefits from tourism investment?

• Changing attitudes of host populations
• Cultural differences
• Reactions of the host population to tourists
• The impact of tourism on culture
• Tourism and communication between cultures

• Tourism employment
• Characteristics of tourism employment
• Tourism skills and attitudes

• Status of global tourism 2004
• Jafari’s “Platform” model
• Institutionalisation of sustainable tourism

• Flexibility
• Status quo or enhancement?
• Complexity of tourism systems
• Minimalist and comprehensive composite models
• Sustainable tourism indicators
• Bellagio Principles
• Pursuing sustainable tourism

• History of alternative tourism
• Typology of alternative tourism products
• Mass conventional tourism and alternative tourism ideal types
• Deliberate and circumstantial alternative tourism
• Farm-based tourism
• Volunteer tourism
• Guesthouse tourism
• Backpacking
• Urban alternative tourism
• Education tourism
• Potential problems

• Structure of the formal tourism industry
• Ethics
• In situ nature of tourism consumption
• Emergence of the “green consumer”
• Advantages of large economies of scale

• Travel agencies
• Specialised merchandise: guidebooks
• Outbound tour operators
• Transportation providers
• Hospitality providers

• Role of attractions
• Theme parks
• Casinos
• Ski resorts
• Golf courses

• Quality control
• Codes of conduct
• Ecolabels
• Awards

• Destination and place
• Destination and community
• Broad context model of destination development scenarios
• Destination types
• Special events
• Quality control and destinations

• Frontstage and backstage
• Development standards
• Zoning and districting
• Purchase of Development Rights (PDR) agreements
• Trade-offs
• Government incentives

• Visitation caps
• Redistribution
• Education
• Target marketing

• Definitions and criteria
• Hard and soft manifestations
• Ecotourism industry
• Spatial distribution
• Potential costs and benefits
• Quality control
• Hard and soft ecotourism within a comprehensive framework