2. Tourism Components and Supply (Komponen Suplai Pariwisata) Week 9
Matakuliah : V Pengantar Industri Hospitality dan Pariwisata
Tahun : 2008
Tourism Components and Supply (Komponen Suplai Pariwisata) Week 9

3. Subject Supply component (Kategorisasi suplai pariwisata )
Matching supply with demand (Menyesuaikan suplai
dengan permintaan) - Peaks and Valleys (Musim Sibuk dan Musim Sepi)
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4. Tourism Components and Supply Week 9
Objectives:
On completion of this lesson, the students will be
able to:
Explain the major supply components that any tourist area must possess
Define the newer forms of accommodations and activities preferred by tourists
Use the mathematical formula to calculate the number of guest rooms needed for the estimated future demand.
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5. Tourism Supply Components
Spirit of Hospitality
& Cultural Resources
Natural Resources
and Environment
Built Environment
Operating Sectors
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6. Natural Resources and Environment Week 9
Basic elements in this category include air and climate, physiography of the region, landforms, terrain, flora, fauna, bodies of water, beaches, natural beauty and water supply for drinking, sanitation and similar use.
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7. Built Environment Week 9
Infrastructure
All underground and surface developmental construction such as water supply systems, sewage disposal systems, gas lines, electrical lines, drainage systems, roads, communication networks and many commercial facilities.
Superstructure
Facilities constructed primarily to support visitation and visitor activities. E.g. airports, railroads, roads, parking lots, parks, marinas, bus and train station facilities, resorts, hotels, motels, restaurants, shopping centers, places of entertainment, museum, stores and similar structures.
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8. Operating Sectors Week 9
Transportation sector  this is a critical component because nothing happens until someone leaves home
Accommodation sector
The accommodation sector such as hotels must provide the physical facilities, price ranges, locations and services that meet the expectations, wants and need of the travelers
Food service sector
Attractions
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9. Spirit of Hospitality and Cultural Resources Week 9
Culture as the social foundation of the destination which consists of the language, customs, religions of the residents of the region, as well as their work and leisure-related behaviors
E.g. Welcoming spirit aloha in Hawaii: attitude of the residents toward visitors are courtesy, friendly, sincere interest and willingness to serve
The cultural resources of any area include fine arts, literature, history, music, dramatic art, dancing, shopping, sports and other activities.
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10. Activities Tourists Enjoy Most: A Survey on What European-Bound Travelers Plan to Do Week 9
Dining at restaurant
86.2%
Shopping
76.9%
Visiting a historical sites
67.5%
Visiting a small town
53.6%
Sight-seeing in a city
51.8%
Touring the countryside
47.0%
Visiting an art gallery/ museum
40.1%
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11. Activities Tourists Enjoy Most: A Survey on What European-Bound Travelers Plan to Do Week 9
Visiting a cultural heritage site
38.3%
Visiting a nightclub/ dancing
21.4%
Taking a guided tour
21.0%
Attending a concert/ play
20.2%
Visiting an ethnic heritage site
13.3%
Participating in water sports/ sunbathing
10.7%
Visiting an amusement park
8.1%
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12. Activities Tourists Enjoy Most: A Survey on What European-Bound Travelers Plan to Do Week 9
Visiting a national park
6.7%
Taking a cruise
6.4%
Camping/ Hiking
4.9%
Playing golf/ Tennis
Visiting a casino
4.8%
Attending a sports event
3.8%
Source: Goldner and Ritchie (2006 : p. 343)
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13. Shopping Week 9
Shopping is an important tourist activity. It is an essential element in tourism supply because it effects the success of the tourist destination area
Tourists can be encourages to spend more money on shopping if displays are high quality, imaginative and attractive
Native marketplaces: shopping experience concerns the local market
Shops and clerks: they should be amiable and courteous, salesperson must have sufficient language ability to conduct conversation with visitors
Prices and unethical practices
Prices should be as consistent as possible and in-line with costs
Unethical conducts such as deception and selling imitation of inferior quality product will hurt the tourist trade
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14. Matching Supply with Demand Week 9
Formula to calculate the number of hotel rooms required
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15. Matching Supply with Demand Week 9
R = Room demand per night, at 100% occupancy
T = Number of tourists
P = Percentage staying in hotels
L = Average length of stay
S = Number of days per year open for business
N = Average number of persons per room; total number of guest nights divided by the number of guests, during any period of time
O = Hotel occupancy used for estimation; for 70% occupancy, divide the number of rooms needed at 100% occupancy by 70%
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16. Matching Supply with Demand Week 9
T = 1,560,000 visitors
P = 98% staying in hotels
L = 9 days
S = 365 days per year open for business
N = 1.69 persons per room
O = 70% occupancy
R = 1,560,000 x 0.98 x 9 = 13,759,200 = 22,306 (rooms needed at
365 x % occupancy)
= 22,306 : 0.70 = 31,866 rooms needed (as more rooms will be needed at 70% occupancy than at 100%)
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17. Task Analysis Week 9 The procedure used to matching supply with demand
is called a task analysis. Suggested steps are:
Identification of the present demand
By mode of transportation and by seasons of the year
For various forms of tourism such as activities, attendance at attractions, and similar categories
For special events such as conventions, celebrations, fairs
Group and tour visitors
Family and individual visitors
Business visitors
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18. Task Analysis Week 9
A quantitative and qualitative inventory of the existing supply
The adequacy of present supply with present demand
Natural resources
Infrastructure
Transportation and equipment
Hospitality and cultural resources
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19. Task Analysis Week 9
Examination of present markets and the socioeconomic trends
Geographic market segmentation and orientation
Demographic market segmentation and orientation
Population age, sex, occupation, family life stages, income and similar data
Leisure time and work patterns
Psychographic market segmentation
Motivations, interests, hobbies, employment orientations, skills, professional interests
Propensity to travel, responsiveness to advertising
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20. Task Analysis Week 9 Forecast of tourism demand
Computer systems simulation method
Trend analysis
Simple regression
Multiple regression
Executive judgment or Delphi method
Matching supply with anticipated demand
If adequate, no further action necessary
If inadequate, inauguration of planning and development procedures
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21. Peaks and Valleys Week 9
To maximize customer satisfaction and to utilize the facilities year-round, some action must be taken. Two strategies for dealing with this situation are as follows:
Multiple Use
Price differential
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22. Multiple Use Strategies Week 9
Supplementing peak-season attractions of a destination with other attractions that would create demand for travel to that destination during off-season periods
Example: Michigan that once was viewed as summer destination, develop and promote winter sports during winter, salmon fishing during the fall and spring
Another examples are festivals, special celebrations, conventions and sports activities during off-seasons
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23. Price Differential Week 9
Offering lower prices during off-seasons
The use of Yield Management in the airlines and lodging industries are very effective to create prices in order to match supply and demand
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24. Fluctuating Demand Levels and Supply Week 9
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25. Fluctuating Demand Levels and Supply Week 9
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26. Fluctuating Demand Levels and Supply Week 9
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27. Reducing Seasonality Through Price Differentials Week 9
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28. Reducing Seasonality Through Multiple Use Week 9
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29. THANK YOU AND
HAVE A GOOD DAY
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