Greece Blog: Tourism & Cultural Heritage Management

June 8th, 2017

Today we listened to three lectures, and I will be reporting on two of them. One was about Tourism Management and the other was about the Tourism Industry. Tourism management started off with the question: “What is management?” We, as a group, determined that it consists of organization, coordination, delegating work and the effort to achieve the maximum results through the available resources. Resources can be tangible, like machinery or equipment for example, or intangible such as employees, time, and branding. People are very important in all industries, but especially in this one, because the industries are very competitive and are trying to achieve differentiation. Some key management functions are planning, organization, administration, coordination and control. When thinking about planning: First we analyze the environment, internally and externally. Then, we identify our strengths and weaknesses (external) as well as our opportunities and threats (internal). That is followed by formulating objectives/goals, developing a strategy and tactics, and finally that all brings control. He briefly touched on cultural heritage by asking the question “What is cultural heritage?” It is something inherited from the past-riches: a country's or area's history and historical buildings and sites that are considered to be of interest and value to present generations. Cultural heritage is defined as a broad concept that includes tangible and intangible assets. He then noted important concepts such as agritourism, destination branding, top airlines and hotels and how the they differ from each other, as well as applying effective monetary principles to make certain things attractive. Culture analysis consists of common values shared within the company, routines, rituals, missions, visions, culture philosophy, objectives, strategies and tactics. Consumer tourist behavior was focused on the idea of knowing that consumers are not always rational in their decisions, especially tourists. It’s all about programmed purchases, impulse purchases, “cognitive behavior” and how tourists behave on vacation. The tourism industry consists of a few special characteristics. Such special characteristics of services are intangibility, variability, inseparability, and perishability. Inseparability, or the services that cannot be separated from their providers is first. Perishability is the services that cannot be stored for later sale or use. Intangibility are the services that cannot be tasted, felt, heard or smelled before purchase. Overall, the questions I left with in the back of my head where “Where are we now? Where do we want to be? How do we want to get there?” In addition to that, the outmost goal of all is customer satisfaction and customer retention and loyalty. I thought the lecture was very educational, and interesting from start to finish. 

Meaghan Upchurch

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