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Tour design, marketing and management
Book revirws Tour Design, Marketing And Management James M Poynter Englewood Kegents/Prenticr-lull Cliffs (1993) 347 pp lSBN 0 13 205345 4 Tour Murketing Design, and Management by James M Poynter is a textbook written for two major audiences: for the tour company practitioner (both experienced and inexperienced), and for the travel educator wishing to provide his/ her student with a knowledge of the mechanics of tour operation. the issues associated with design and management, and possible approaches to marketing the tour product. The content of the textbook is both extensive and exhaustive, incorporating a total of 17 chapters, 347 pages. 46 photographs and illustrations, and an appendix that presents sample pages from a tour manual. The 17 chapters are dedicated to a wide array of subjects: from the tour operator/ tour manager relationship to itinerary development; from tour management to tip management; and from client reservations to professionalism. In essence, however, the content of the textbook can be divided into three distinct categories under general which individual into headings chapters may be placed. l
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124
Pre-tour issues covers such areas as the costing and pricing of tours, tour and itinerary development/ design, pre-tour management and processing considerations. Chapters dedicated to the scope of tour operation and tour-related definitions (one-day, multi-day, multidestination tours) and other basic concepts also pertain to pre-tour issues. The second group of information loosely relates to the theme of developing and introducing tour services. Chapters in support respect of this cover reservation booking the vendor systems, the development and process, presentation of tour manuals, the relationship of the tour manager with the tourism industry and the marketing of tours.
l
l
Finally. there are a number 01 chapters that can be clustered around a commercial theme. Chapters that fall in this category include financial considerations and accounting implications ot tour management and design. tip management. post-tour management and professionalism. In addition. is an there ‘orphaned’ chapter, which does not fit neatly into any of the defined sections. dedicated to how to communicate, negotiate with and manage tour buses and their drivers.
In the introduction, the author defines the textbook as a ‘hands-on’ practical approach to learning tour development. design and marketing. This description is wholly accurate and absolutely correct. The book presents a very thorough grounding in the logistics of all elements of tour opcration, and it seeks to provide the student with an holistic understanding of the interrelationship between the individual elements and the relevant industrial sectors. The book effectively draws togethor every conceivable strand relating to the practice of tour operation. and it does so in an amenable and very readable way. The written style of the author is intimate and user friendly. and throughout the textbook hc communicates effectively and informally with the student. The student is continually encouraged to believe that every example is ‘real’ rather than fabricated, and that from the specific illustrations and examples provided. travel trade generalizations may be drawn. At the beginning of each chapter, the author clearly lays out four learning objectives that the subsequent sections will address. The main body of the text is oriented towards achicving these objectives and providing the student with a comprehensive undcrstanding of the theory and its practical application. The author concludes each chapter by presenting discussion questions that pertain to and reinforce the stated learning objectives, and which attempt to draw out the pertinent issues through a role-playing medium.
In addition, group discussion topics are also identified. These include memorable titlca and exercises such a s ‘Sissy Stormtrooper’s undocumented cholera immunization’, the ‘Croaking cripples’ tips for screaming Mimi’. and ‘Fluster’s blubber blunder’. Finally, practical exercises also feature heavily in this textbook: for example. the student is encouraged to draw up draft itineraries following a featured template that incorporates all possible cvcntualities and provides a ‘best practice‘ approach to the activity. While this mode of delivery and learning is innovative and intcrcsting, and provides the student with the opportunity to apply theory to some of the benefit is practice. negated by a lack of feedback or model answers made available to the Student on the completion of the exercise. For its self-defined purpose. therefort, the book is excellent. However, there are a number of weaknesses. First, the structure of the book and the sequence of the chapters is occasionally a little wayward and perhaps somewhat illogical. Having said that, the material covered in one chapter is generally built upon in the next, and in the main, a series ol building blocks is quite neatly cstablishcd. Second, and perhaps inevitably. the textbook has an American oricntation, and its application and transferability to the European context, therefore. are questionable. More specifically. while the general principlcs of tour marketing, for example. may apply universally, the detail and the specifics of the European framework cais-d-L,i,s North America will differ quite considerably. In particular. the interface between the tour operator and the travel agent, which characterizes the distribution channel of the tourism product in the UK and ia other European countries. overlooked. In addition. questions must be raised about the transparency of the language and whether the detailed job roles and job titles that arc explained and discussed at length are mutually applicable and understood. Furthermore, while there is a section
Book reviews
on the relationship between tour operation and the tourism industry, this is neither fully explored nor related back to other elements of the tourism system such as demand and access. In its favour, the textbook presents good definitions of basic terms and concepts that form the basis of the student’s understanding of tourism: for example, the distinction between inbound and outbound tours. In addition, the author takes time to explain all new terms that he introduces, to ensure the student is fully au fait with the jargon and language that is being used. Overall, this is an excellent goodpractice guide for students seeking a detailed step-by-step manual or textbook that offers a comprehensive approach to dealing with the practicalities of tour operation from a seasoned industrialist with a wealth of invaluable experience. It is not, however, a book with significant value to students studying at a higher level of education for more general tourism-related qualifications, as the practical level of application and the very specialized nature of the content are excessive. For industry practitioners, the textbook provides a useful goodpractice model for those new to the design, marketing and management of tours for both the experienced and the inexperienced. This is, therefore, a comprehensive textbook that serves an important purpose by bringing together, in a professional and complete manner, the issues and problems associated with this area of operation and study. Consequently, the textbook will be most valuable to students studying at lower levels of training and education who are seeking to develop an understanding of the practical operation, development and marketing of the tour product. However, the textbook should be used with care, given that it is not wholly and unquestionably applicable in a UK and European context.
Department
Rebecca Shepherd of Management Studies University of Surrey
Journal of Retailing and Consumer
The Marketing of Financial Services
Noel Capon Prentice Hall Englewood
Cliffs (1992)
This is a book of cases, developed by the author and his students, and taught on the MBA course at Columbia University in New York. The cases were prepared as student projects, then tested and redrafted during the Marketing of Financial Services case study courses offered by the author from 1987 to 1991. The strength of the cases is that they are thoroughly researched, and comprehensive in their financial data exhibits. They also cover the breadth of the financial services industry in the USA, with cases ranging from the New York Mercantile Exchange, through the Richmond Savings Credit Union, to Mastercard International. Of particular interest are the case studies on General Electric Credit Corporation and General Motors Acceptance Corporation, from which readers can trace the origins of the involvement of the so-called ‘nontraditional’ suppliers in the financial services industry, which culminated in the launch of the General Motors credit card in both the USA and UK, the most successful launch ever of this type of product in either country. To enable readers to familiarize themselves with the various aspects of financial services, there are a number of industry and background notes at the end of the book, which can be read before the cases are analysed. The book is organized alphabetically by case study, the reasoning behind this being that a major part of the learning from the study of cases is in identifying the problem, and therefore any organization of the cases that assists in problem identification detracts from the potential learning experience. I am not convinced by this, and certainly for the non North American reader, unfamiliar with the structure and terminology of the American financial services industry, a more structured approach to case organization and a series of suggested questions for each case would be helpful. This difference between North America and European practice is another weakness of the book from a European perspective.
Services 1994 Volume I Number
2
Some of the cases deal with issues not yet pertinent to Europe: for example, the siting and layout of a drive-in financial services centre; the development of products to allow parents to pay college fees for their offspring; and the issue of how to gain maximum revenue from charging customers for withdrawals from automated teller machines. An alternative approach for UK educators of financial services marketing is the textbook (1990) and accompanying casebook (1993) by Watkins and Wright Ennew, (Butterworth-Heinemann). Here the textbook enables theories to be outlined - distribution channels, for example - and the cases demonstrate the practical applications that financial marketers have to contend with. A feature of the book under review is that many of the issues that it presents are line marketing decisions for example, which print media to use in an advertising campaign - and there is a consequent lack of strategic analysis and decision making. This reveals itself in some of the case material, which is inevitably dated, and focusing (in retrospect) on the wrong issues. The American Express Card Products case is a good example as it recounts the launch of the Optima credit card in 1987 and mentions the acquisition of an investment bank in 1984, both strategic decisions that proved to be disastrous for American Express. Cases where students are encouraged to identify the problems as part of their learning experience should not then channel them into the details of product launches, to the detriment of their ability to predict major strategic upheavals. To conclude, this is a wide-ranging case book on the American financial services industry, which offers a variety of marketing issues for debate and resolution. Its strong points are its breadth and depth of information offered in each case; its weak points are its focus on America, the ‘past the sell-by date’ nature of some of its material, and its lack of challenge to the strategic issues that confront those concerned with the marketing of financial services. Steve Worthington Staffordshire University
125
l
124
Pre-tour issues covers such areas as the costing and pricing of tours, tour and itinerary development/ design, pre-tour management and processing considerations. Chapters dedicated to the scope of tour operation and tour-related definitions (one-day, multi-day, multidestination tours) and other basic concepts also pertain to pre-tour issues. The second group of information loosely relates to the theme of developing and introducing tour services. Chapters in support respect of this cover reservation booking the vendor systems, the development and process, presentation of tour manuals, the relationship of the tour manager with the tourism industry and the marketing of tours.
l
l
Finally. there are a number 01 chapters that can be clustered around a commercial theme. Chapters that fall in this category include financial considerations and accounting implications ot tour management and design. tip management. post-tour management and professionalism. In addition. is an there ‘orphaned’ chapter, which does not fit neatly into any of the defined sections. dedicated to how to communicate, negotiate with and manage tour buses and their drivers.
In the introduction, the author defines the textbook as a ‘hands-on’ practical approach to learning tour development. design and marketing. This description is wholly accurate and absolutely correct. The book presents a very thorough grounding in the logistics of all elements of tour opcration, and it seeks to provide the student with an holistic understanding of the interrelationship between the individual elements and the relevant industrial sectors. The book effectively draws togethor every conceivable strand relating to the practice of tour operation. and it does so in an amenable and very readable way. The written style of the author is intimate and user friendly. and throughout the textbook hc communicates effectively and informally with the student. The student is continually encouraged to believe that every example is ‘real’ rather than fabricated, and that from the specific illustrations and examples provided. travel trade generalizations may be drawn. At the beginning of each chapter, the author clearly lays out four learning objectives that the subsequent sections will address. The main body of the text is oriented towards achicving these objectives and providing the student with a comprehensive undcrstanding of the theory and its practical application. The author concludes each chapter by presenting discussion questions that pertain to and reinforce the stated learning objectives, and which attempt to draw out the pertinent issues through a role-playing medium.
In addition, group discussion topics are also identified. These include memorable titlca and exercises such a s ‘Sissy Stormtrooper’s undocumented cholera immunization’, the ‘Croaking cripples’ tips for screaming Mimi’. and ‘Fluster’s blubber blunder’. Finally, practical exercises also feature heavily in this textbook: for example. the student is encouraged to draw up draft itineraries following a featured template that incorporates all possible cvcntualities and provides a ‘best practice‘ approach to the activity. While this mode of delivery and learning is innovative and intcrcsting, and provides the student with the opportunity to apply theory to some of the benefit is practice. negated by a lack of feedback or model answers made available to the Student on the completion of the exercise. For its self-defined purpose. therefort, the book is excellent. However, there are a number of weaknesses. First, the structure of the book and the sequence of the chapters is occasionally a little wayward and perhaps somewhat illogical. Having said that, the material covered in one chapter is generally built upon in the next, and in the main, a series ol building blocks is quite neatly cstablishcd. Second, and perhaps inevitably. the textbook has an American oricntation, and its application and transferability to the European context, therefore. are questionable. More specifically. while the general principlcs of tour marketing, for example. may apply universally, the detail and the specifics of the European framework cais-d-L,i,s North America will differ quite considerably. In particular. the interface between the tour operator and the travel agent, which characterizes the distribution channel of the tourism product in the UK and ia other European countries. overlooked. In addition. questions must be raised about the transparency of the language and whether the detailed job roles and job titles that arc explained and discussed at length are mutually applicable and understood. Furthermore, while there is a section
Book reviews
on the relationship between tour operation and the tourism industry, this is neither fully explored nor related back to other elements of the tourism system such as demand and access. In its favour, the textbook presents good definitions of basic terms and concepts that form the basis of the student’s understanding of tourism: for example, the distinction between inbound and outbound tours. In addition, the author takes time to explain all new terms that he introduces, to ensure the student is fully au fait with the jargon and language that is being used. Overall, this is an excellent goodpractice guide for students seeking a detailed step-by-step manual or textbook that offers a comprehensive approach to dealing with the practicalities of tour operation from a seasoned industrialist with a wealth of invaluable experience. It is not, however, a book with significant value to students studying at a higher level of education for more general tourism-related qualifications, as the practical level of application and the very specialized nature of the content are excessive. For industry practitioners, the textbook provides a useful goodpractice model for those new to the design, marketing and management of tours for both the experienced and the inexperienced. This is, therefore, a comprehensive textbook that serves an important purpose by bringing together, in a professional and complete manner, the issues and problems associated with this area of operation and study. Consequently, the textbook will be most valuable to students studying at lower levels of training and education who are seeking to develop an understanding of the practical operation, development and marketing of the tour product. However, the textbook should be used with care, given that it is not wholly and unquestionably applicable in a UK and European context.
Department
Rebecca Shepherd of Management Studies University of Surrey
Journal of Retailing and Consumer
The Marketing of Financial Services
Noel Capon Prentice Hall Englewood
Cliffs (1992)
This is a book of cases, developed by the author and his students, and taught on the MBA course at Columbia University in New York. The cases were prepared as student projects, then tested and redrafted during the Marketing of Financial Services case study courses offered by the author from 1987 to 1991. The strength of the cases is that they are thoroughly researched, and comprehensive in their financial data exhibits. They also cover the breadth of the financial services industry in the USA, with cases ranging from the New York Mercantile Exchange, through the Richmond Savings Credit Union, to Mastercard International. Of particular interest are the case studies on General Electric Credit Corporation and General Motors Acceptance Corporation, from which readers can trace the origins of the involvement of the so-called ‘nontraditional’ suppliers in the financial services industry, which culminated in the launch of the General Motors credit card in both the USA and UK, the most successful launch ever of this type of product in either country. To enable readers to familiarize themselves with the various aspects of financial services, there are a number of industry and background notes at the end of the book, which can be read before the cases are analysed. The book is organized alphabetically by case study, the reasoning behind this being that a major part of the learning from the study of cases is in identifying the problem, and therefore any organization of the cases that assists in problem identification detracts from the potential learning experience. I am not convinced by this, and certainly for the non North American reader, unfamiliar with the structure and terminology of the American financial services industry, a more structured approach to case organization and a series of suggested questions for each case would be helpful. This difference between North America and European practice is another weakness of the book from a European perspective.
Services 1994 Volume I Number
2
Some of the cases deal with issues not yet pertinent to Europe: for example, the siting and layout of a drive-in financial services centre; the development of products to allow parents to pay college fees for their offspring; and the issue of how to gain maximum revenue from charging customers for withdrawals from automated teller machines. An alternative approach for UK educators of financial services marketing is the textbook (1990) and accompanying casebook (1993) by Watkins and Wright Ennew, (Butterworth-Heinemann). Here the textbook enables theories to be outlined - distribution channels, for example - and the cases demonstrate the practical applications that financial marketers have to contend with. A feature of the book under review is that many of the issues that it presents are line marketing decisions for example, which print media to use in an advertising campaign - and there is a consequent lack of strategic analysis and decision making. This reveals itself in some of the case material, which is inevitably dated, and focusing (in retrospect) on the wrong issues. The American Express Card Products case is a good example as it recounts the launch of the Optima credit card in 1987 and mentions the acquisition of an investment bank in 1984, both strategic decisions that proved to be disastrous for American Express. Cases where students are encouraged to identify the problems as part of their learning experience should not then channel them into the details of product launches, to the detriment of their ability to predict major strategic upheavals. To conclude, this is a wide-ranging case book on the American financial services industry, which offers a variety of marketing issues for debate and resolution. Its strong points are its breadth and depth of information offered in each case; its weak points are its focus on America, the ‘past the sell-by date’ nature of some of its material, and its lack of challenge to the strategic issues that confront those concerned with the marketing of financial services. Steve Worthington Staffordshire University
125