1. Lörrach : BWL Tourismus
Tourism Product and Services Management
Unit Outline and Teaching Schedule
Unit Class Contact Hours: 13
Unit Tutor: Mr Tony JOLLEY
Tutor’s Email Contact: tjlorrach@gmail.com
Mode of Summative Assessment : Examination ***
[*** As part of the process of ‘formative’ assessment you may also be required to
undertake some ‘light’ research / reflection / reading around the subject between
classes and to participate / contribute in class as appropriate. Diagnostic feedback
from the tutor may be given on any such work but this will not be awarded a mark and
will not contribute towards your final Unit Mark. Any such feedback will, however,
give you an idea of ‘how you are doing’ and enable you to focus your attention where
it is needed to improve your knowledge and performance.]
The unit will address the following issues:
1. Consideration of the inherent nature of Tourism as possibly being:
• A product / series of products
• A service / series of services
• A combination of services and products
• An industry not conforming to traditional product and service norms,
definitions and constraints and in need of a new paradigm.
2. Defining a new paradigm for the Management of Tourism based upon:
• Consumer ‘pull’ not Supplier ‘push’.
3. Consideration of the relevance and potential contribution of traditional
services and product management theory and practice to the Management of
Tourism. (See table overleaf)

2. (3. Contd.)
Stage in Process Activity
Planning • Researching the internal and external business
environment.
• Reading the ‘runes’: opportunities / threats / competitive
rivalry.
• Redefinition of ‘best fit’ goal: company ‘enabler’ to
consumer ‘engager’: at the optimal value proposition
• Formulating strategy to achieve goal
Theory: Jolley (Business Environment). Porter (5F &
Generic Strategies). Ansoff (Growth Vector Matrix)
Design • Defining how to reconfigure the enabler company’s
processes to be able to produce the ‘best fit’ output.
• Technical specification of the components and their
combination / assembly to produce the ‘best fit’ output
at the optimal value proposition.
Theory: Porter (Value Chain). Mintzberg (Structuring of
Organisations)
Development • Implementing new internal processes.
• Pilot production  consumer response  reflection 
enhancement.
• Assurance of attainment of ‘best fit’ output at the
optimal value proposition.
• Price (inc. in above)
Theory: Lewin (Change Management). Rogers (Diffusion
and Adoption)
Procurement • Sourcing supply
Production • Assembly
• Cost and Quality: adding value at each stage
• Pricing (Also see Marketing)
Stocking • Inventory stocking and re-ordering
• Just in Time
• Perishability and pricing
Value • Sales promotion
Communication • Advertsing
• Relationship
Theory: Porter (Value Chain). Kotler (Marketing
Communications).
Distribution • Direct v/and intermediaries
• Real v/virtual
• Theory: Tapscott (Themes of the New Economy)
Monitoring • Direct / indirect feedback
Readjustment • Minor readjustment to value proposition (price and / or
quality)
• Re-evaluation of the entire value proposition
relationship
4. New Technologies as Agents of Change

3. • Disintermediation and direct sell
• Industry restructuring
• Low cost models
• Outsourcing and virtual organisations
• Marketspace not marketplace
• One mass market or mass markets of one? Tour. Operators & ‘Dynamic
Packaging’
• Loyalty and relationship.
Indicative Sources / Texts
Tapscott, D (Ed). Creating Value in the Network Economy. (1999) HBS Press
Tapscott, D. The Digital Economy: Promise and Peril (1995) Mc Graw Hill
Lindstrom. M. Clicks, Bricks and Brands. (2001) Kogan Page
Buhalis, D. eTourism. (2003) FT Prentice Hall
Newell, F. Why CRM Doesn’t Work (2003) Kogan Page
Porter, M. On Competition (1998) HBS Press
Kotler, P. et al Principles of Marketing (1999) Prentice Hall Europe
Kotler, P. et al Marketing for Hospitality and Tourism (1999) Prentice Hall
Ten Have et al Key Management Models (2003) FT Prentice Hall
Johnson G et al Exploring Corporate Strategy (2006) FT Prentice Hall
Barney et al Strategic Management and Competitive Advantage (2006)
Pearson Prentice Hall
Beech, J et al The Business of Tourism Management (2006) FT Prentice Hall
Evans, N et al Strategic Management for Travel and Tourism (2003)
Butterworth Heinemann
Vellas, F et al The International Marketing of Travel and Tourism.(1999)
Macmillan
Tribe, J. Corporate Strategy for Tourism (1997) Thompson Business Pr
Teaching Schedule
Sometimes we work with three sessions, sometimes four, but the basic framework is
as follows. How far we get will largely depend upon how fast you work!
Introduction to: tutor, unit, source materials, mode of operation, assessment and unit
content. Exercise: Definition, Nature and Characteristics of Tourism: Product,
Service, Combination (of product & service) or something else….?
Organisations as ‘enablers’ and consumers as ‘engagers’: a case for a new
paradigm for the management of Tourism? Implications for traditional theories
and practices in Tourism Management
The delivery and dynamic equilibrium maintenance of an optimal value
proposition. (See table under item 3, Page 2 above)
Critical issue and change agent: new technologies – their impacts and implications
for Tourism (See item 4 above).