Textbook of

TOURISM
MANAGEMENT
Grade X

Engr. Shahbaz Hussain Version-I Industrial Electrician-IX

GOVERNMENT OF PAKISTAN
Ministry of Federal Education and Professional Training Islamabad
In Collaboration with
National Vocational and Technical Training Commission
 Textbook of

TOURISM MANAGEMENT

GRADE

10

Ministry of Federal Education and Professional Training

Islamabad

i
Author: Abdul Moiz Imran, Senior Trainer of Hospitality and Tourism Management,
Karachi

Reviewers:

1. Mr. Nasir Khan, DACUM Facilitator

2. Mr. Imtiaz Ali Shah, HOD, Fauji Foundation
3. Mr. ShakoorUllahBaig, NUTECH University
4. Mr. Tahir Mehmood, Assistant Professor, Federal College of Education H-9, Islamabad
5. Ms. Mansoorah Ibrahim, Education Officer, NCC, Islamabad
6. Mr. Muhammad Asim, NAVTTC Coordinator

Designing: Gul Awan Printers, Blue Area, Islamabad.

Edition: Test Edition, 2022
ISBN:
Publisher: National Vocational & Technical Training Commission H-9, Islamabad.
Website: www.navttc.gov.pk,

All rights are preserved with the National Vocational and Technical Training Commission. No
part of this book can be copied, translated, reproduced or used for guide books, keynotes, helping
books, etc. without permission of NAVTTC.

ii
 PREFACE

This book has been written to meet the requirements of Matric Tech to train and provide
knowledge to the students of the Tourism Industry. Matric Tech in Tourism Industry has been
introduced for the first time in the history of Pakistan. This textbook is the first national effort to
describe all the topics related to Tourism development in one book. All the resources have been
inputted to make this book useful and informative. All the chapters cover the basic details that
are understandable to the students of Matric Tech. All chapters include assessments in form of
MCQs, short questions, and long questions.

We hope that this book will be helpful in preparing students for the challenges of the trade. Any
suggestions for the improvement of the book by teachers and students will be highly appreciated.

Executive Director
National Vocational & Technical Training Commission
(NAVTTC)

iii
 TABLE OF CONTENTS
Chapter # Title Page #

1 Principles of Management 1

2 International Tourist Flow in Pakistan 12

3 Tourism Marketing 21

4 Sports Tourism 32

5 Culinary Tourism – II 41

6 Food and Beverage (Services) – II 51

7 Tour Operations 59

8 Tour Planning 68

Glossary 75

About the Author 81

iv
 Tourism Management

Chapter 1 Principles of Management

Students Learning Outcomes

After studying this chapter you will be able to:

• understand tourism management.

• know about importance of tourism on economy.
• define operational issues in tourism business.
• learn how to manage operational issues in tourism business.
• understand human resource.
• learn about importance of human resource in tourism business.
• understand niche tourism and traditional tourism.
• differentiate niche tourism and traditional tourism.
• know about four key steps for managing tourism development.

1
 Tourism Management

Introduction to Tourism Management

Tourism management is defined as a set of activities that involves exploring a tour destination,
organizing the tour, arranging travel, and managing logistic services. It also includes marketing
efforts to encourage tourists to visit particular destinations inside and outside the country.

The tourism industry management is influenced by several elements i.e culture, peace, security,
developed infrastructure, visa facilities, global population, education, income level, diverse
languages, and accommodation facilities.

1.1 Importance of Tourism on Economy

Tourism is one of the most prominent and rapidly increasing sectors in the global economy. The
tourism industry plays a vital role in a country's economic growth. A rise in tourism traffic can
have a favorable economic impact on countries, particularly in terms of GDP and job
opportunities. The contribution of the tourism industry to the world is more than financial,
however, travel advances educational and recreational values and overall enhances the quality of
life. Although most traveler worldwide is domestically oriented, the growing prosperity of
economies is creating a new class of international outbound travelers who are seeking travel
experiences in countries within their region as well as other parts of the countries.

2
 Tourism Management

1.2 Operational Issues in Tourism Business

These issues can be categorized under the following:

• Marketing issues
• Legal issues
• Human resources
• Operations

1. Marketing Issues
Marketing concerns include demographic changes, which indicate that the population of
developed countries is aging and the continued rise in the number of individuals traveling for
leisure purposes instead of just work.

2. Legal Issues
Legal issues include corporate and travel agency license and registration, consumer contracts,
carrier and lodging law, tour and travel operator obligations and responsibilities, etc. Legal issues
also examine the law regulating the issuance of visas and travel documentation of the operators,
and agents in relation to health and safety measures.

3. Human Resource Issues

The shortage of skilled personnel at both operational and administrative levels, and high
employee turnover rates are all major concerns.

3
 Tourism Management

4. Operational Issues
Staff turnover, employee performance, labor costs, and evolving customer expectations are all
major operational concerns in the tourism industry.

Activity: With the help of internet write down any 5 advantages of running a
smooth operation in tourism industry

1.3 Human Resource Management (HRM) in Tourism Industry

Human Resource Management (HRM) is a role within an organization that focuses on the
recruitment, management, and development of a company's manpower. The functions of HRM
are characterized into three categories; Operative, Managerial, and Advisory.

Operative functions include recruitment, training, development, professional development,

compensation and benefits, performance appraisal, etc.

• Managerial functions include planning, organizing, directing, and controlling.

Advisory functions include top management advice that is related to different policies and
procedures and departmental head advice that consist of advice of various departments on
policies related to job design, job description, selection, and appraisal.

4
 Tourism Management

1.3.1 Importance of Human Resources in the Tourism Industry

The importance of human resource development in the tourism industry is increasing rapidly.
Human resource management is mainly important in the tourism industry for the following
reasons

• Almost every country has developed a national strategy for creating jobs in all industries,
including tourism, and tourist job prospects have been linked with economic
development.
• Tourism has come to power as a source of economic growth and foreign exchange
income.
• Human resource planning and development are critical for ensuring the requisite level of
quality and standards in the tourism industry.

5
 Tourism Management

• The emergence of special forms of tourism such as adventure tourism, convention

tourism, medical tourism, and spiritual tourism, as well as others, has resulted in a
demand for specialized skills that can only be obtained and developed through proper
human resource management.

Implementing
new policies
Implementing
correlated with
new strategies
tourism
industry

Create and
Offer
monitor job
transformation
opportunities
in behavior
and scope

1.4 Tourism Management Steps

1.4.1 Niche Tourism
A niche is a small area or location that is suited for a small group of people. Niche tourism is
often viewed as being a more positive form of tourism than mass tourism. It can also refer to a
variety of other things, such as:

• Products
• Service
• Interests

A niche product, service, or interest is shared by a limited group of individuals. It caters to a

distinct part of the tourism business. The tour is organized on the spur of the moment, as well as
ahead of time.

Niche refers to a personal, family, or friend's activity that involves a small group of
individuals that consists of pre planning the tour and deciding the destination prior traveling.
Tourists are
6
 Tourism Management

eager to collaborate and contribute to a pleasant experience for the sake of culture, local
economy, and environment. Some of the advantages of the niche tourism are:

• Niche tourism is less damaging to the environment.

• Tourists come in small numbers
• Niche tourists often pay more than mass tourists
• They actually want to see the destination as it is, rather than demanding improvements
such as more hotel accommodations.

• Visit and list down any 4 traditional places in Pakistan.

1.4.2 Traditional Tourism

Traditional tourism means traveling
without proper planning of a trip.
The majority of experienced
travelers are adventurous and eager
to embrace the unexpected journey
without planning the whole tour.

Traditional tourism plays a vital role

in the development of a country.
Traditional tourism benefits
by offering employment
growth and opportunities while
also supporting unity and
conservation. It aids in the
reduction of environmental harm
and tourist behavior. The tour
providers usually recommend well-
known sights and places, and the
visit involves a significant number
of people.

7
 Tourism Management

Managing Tourism Development

The process of building and maintaining a tourism sector in a specific location is known as
tourism development. Tourism development can be defined at its most basic level as the process
of developing strategies and plans to increase/develop/encourage tourism in a certain destination.
There are 4 key steps for successful tourism development.

1. Get to grips – one of the most

fundamental problems is the lack of
useful data. Destination places need to
consider these things seriously like;
encouraging the sectors to share data
like occupancy levels, the number of
arrivals, and season variations and
develop expertise to monitor the trends
in the tourism industry.

2. Establish a sustainable growth

strategy – only one-third of natural
UNESCO World Heritage Sites have
proper tourism planning place.
Pakistan Tourism Development
Corporation (PTDC) and National
Tourism Coordination Board (NTCB)
is mandated to coordinate, organize
and deal with all the tourism-related
issues and growth.

8
 Tourism Management

3. Involvement of sections of society – successful tourism management requires that all

stakeholders should stay united in one strategy and no one should feel disadvantaged. The
destination marketing organization (DMO) plays an important part to coordinate with
different tourist groups.
4. Provision of Funds – When a country is concerned about tourism growth, it invests
appropriately in the process. The most obvious source is travelers themselves, who contribute
to boost the tourism business, which in turn helps to provide more jobs for people and
improve the economy.

Difference between Niche Tourism and Traditional Tourism

NICHE TOURISM TRADITIONAL TOURISM
• The tour is planned and decided on a • The tour is decided and organized on
few days or weeks before the actual the spur of the moment and ahead of
travel day. time.
• Tour operators frequently recommend • The study of local culture and
well-known locations, with little conventions, as well as local language
research done on the target location. preparation, is suggested for this type
of tourism.
• It usually takes the form of a huge • It is a personal, family, or friend
group of people participating in a social activity because there are only a few
activity. people involved,
• Tourists are primarily interested in gifts • Tourists want to learn and experience
and sight-seeing. new things.
• Tourists may or may not be concerned • Tourists are happy to contribute to the
about the local economy, culture, or preservation of the local economy,
environment. culture, and environment, resulting in a
favorable experience for locals, the
tourism industry, and the tourists
themselves.
SUMMARY
Tourism management means a set of activities that involves organizing, arranging, and managing
the tour and logistic services. There are a few elements that influence the tourism industry such
as culture, peace, infrastructure, economy, etc. The growth in the tourism industry affects the
economy of a country. Human resource management of an organization related to the tourism
industry focuses on hiring, managing, and staff development.

Practical Activities
1. Organize an inter-city tour with friends.
2. Organize a traditional trip with family.

9
 Tourism Management

Exercise
Choose the most suitable option.

1. Tourism management includes __________ efforts to encourage tourists.

a) marketing b) tourism c) customer d) sales

2. Tourism is fundamental to a country’s ___________.

a) economy c) demography
b) tour destination d) geography
3. Outbound travel means _____________________.
a) traveling within a country c) traveling to a new city
b) traveling outside the country d) traveling to a place of residence

4. There are ____ number of operational issues in tourism business.

a) 2 b) 4 c) 6 d) 8

5. __________ is NOT an operational issue.

a) Marketing c) Legal
b) Human resources d) Organizational

6. Marketing concerns include _______________ changes.

a) demographic c) tourist
b) geographic d) local community

7. Legal issues include ___________ and _____________.

a) clients and locals c) license and business
b) license and registration d) registration and operation

8. Human resource issues include shortage of _____________.

a) personnel c) administration
b) business owners d) customer

9. HRM stands for ________________________________.

a) Human Resource Man-power c) Human Rights Management
b) Human Resource Management d) Human Reputation Management

10. Advisory functions include ________ management advice.

a) top b) middle c) bottom d) mixed

10
 Tourism Management

Write short answers to the following questions.

1. Define tourism management.

2. What are the elements that influence the tourism industry’s management?
3. Define outbound and inbound tourism.
4. List the operational issues in the tourism business.
5. What do legal issues mean?
6. What is niche tourism?

Give detailed answers to the following questions.

1. Explain how the tourism industry affects a country’s economy.

2. Explain the importance of human resource management in the tourism industry.
3. Describe the functions of human resource management.
4. Write an essay on traditional tourism.

11
 Tourism Management

Chapter 2 International Tourist Flow in Pakistan

Students Learning Outcomes

After studying this chapter you will be able to:

• know about tourist destinations.

• understand changing tourist behavior.
• know the factor that can affect tourists’ flow.
• understand geographic condition of the local tourist destination.
• know about visitor attraction.
• understand importance of tourist attractions (natural and manmade).

12
 Tourism Management

Introduction to Tourist Destinations

A tourist destination is defined as a populated place with significant natural, cultural, historical,
or other tourist attractions. A tourist destination is significantly dependent on revenues from the
tourism industry. It contains one or more tourist attraction sites for the locals and tourists. Some
of the famous travel destinations in Pakistan are:

• Naran and Kaghan Valley

• Neelum Valley Azad Kashmir
• Fairy Meadows, Hunza Valley
• Chitral Valley
• Swat Valley
• Ratti Gali Lake
• Saif-ul-Maluk
• Nathiagali
• Shah Faisal Masjid
• Badshahi Masjid
• Tomb of Quaid-e-Azam

Lake Saif-ul-Maluk, Pakistan

Naran and Kaghan Valley, Pakistan

Tomb of Quaid-e-Azam, Karachi, Fairy Meadows, Hunza, Pakistan

13
 Tourism Management

Tourism benefits host destinations in a number of ways. Tourism increases economic revenue,
generates thousands of employment, improves a country's infrastructure, and fosters cultural
interchange between outsiders and locals. A tourist destination comprises of different
components which are characterized as the 4 A’s. They are divided into four categories:

Attraction motivates and attracts tourists to visit the destination. These attractions consist of
man-made and natural attractions or cultural events.

Amenities include a variety of facilities and services for the tourists such as accommodation,
food, entertainment, recreation, etc.

Access in terms of development and maintenance of transportation, and to the tourist destination
for the travelers.

Ancillary services are provided to the tourists by the host through a local tourist board.

2.1 Behavioral Change in Tourists

Tourism behavior examines tourist spending patterns, length of stay, attractions, locations,
lodging, and activities. Tourist behavior changes in relation to the tourism business to promote
sustainability in the tourism industry across the world.

The following factors affect the behavioral change of a tourist in the tourism industry:

1. Geographical factor 4. Tourism destination

2. Social factor 5. Education of tourist
3. Place of origin
Geographical Factor
Some physical factors like geographical (location) or climate change, various facilities and
amenities, advertising, and marketing of the products. These are some of the factors covered in
geographical issues.

Social Factor
A few social aspects, such as a person's social networking, provide information and facts that can
influence a person's decision to take a trip or not.

Place of Origin
Depending on where travelers reside the sites they visit can have an impact on their decision. As
an example, some countries choose to stick to their culture, while others want to travel in groups
to learn more about other cultures.

14
 Tourism Management

Tourism Destination
Providing all of a tourist's fundamental needs, such as electricity, water, and a clean atmosphere
can have an impact on the tourists thinking.

Education of Tourist
The more educated travelers are, the more options, curiosity, and knowledge of destinations they
will have. It affects the decision of choosing a destination.

• Write down any 2 geographical factor impacting tourism industry

Factors affecting behavioral changes of a tourist

2.2 Factors Affecting Tourist Flow

Tourist flow is defined as the major movement of tourists from specific home areas to travel
destinations. There are a few factors that control the flow of tourists towards the travel
destinations of a country. Some factors show immediate effect, while some change the flow
gradually.

• Environment of Destinations
When a destination has pleasant climate, tourism is at its peak. On the other hand, any
unfavorable changes in the environment, such as high winds, flash floods, drought, and extreme
weather, can have a negative impact on tourism.

15
 Tourism Management

• Economy of Country
Tourism declines when a country is experiencing economic and political instability thus tourism
brings with its huge economic potential for booming of the economy of a country like
employment, revenue, and other taxes.

• Historical and Cultural Importance

The tourism industry is heavily influenced by the location or destination of travel. Tourists will
gather at a destination with significant historical or cultural significance to witness
monuments, forts, ancient architecture, sculptures, ancient paintings and artifacts, clothing,
weaponry, decorations, and other heritage.

• Technology
Tourists strive to gain an idea of the areas they will visit, the quality of amenities and services,
and the attractions at the destination when organizing a tour. Experienced travelers express their
comments on numerous venues on the Internet after visiting a site. As a result, reviews from
previous travelers that are shared on the internet serve as suggestions for future tourists.

• Climate
Seasonality has become a defining aspect of the worldwide tourism business. The amount of
tourists and visitors to a destination varies depending on the season. As a result, certain
destinations have more tourists and visitors than they can handle at certain seasons, while others
have too few. The efficient functioning of tourism facilities and infrastructure requires a
thorough awareness of seasonality.

2.3 Importance of Tourist Attractions

The primary objective of attractions in the tourism industry is to increase the growth of tourists
to a specific location so that they can visit and discover the many attractions. Tourist attractions
play a particularly important role in the travel and tourism industry as it attracts people from all
over the world. Some of the reasons for attracting tourists to a travel destination are:

• Attracting visitors from overseas

• Stimulating domestic tourism
• Supporting the regeneration of areas
• Contributing to the local and national economy
• Promoting cultural change
• Conservation.

16
 Tourism Management

2.3.1 Importance of Natural Attraction

A natural attraction is an attraction that has been created by nature. Many of the regions in
Pakistan have been designated as protected areas in order to safeguard the environment and
provide facilities to visitors. They are frequently used as locations for outdoor activities like
climbing, hill walking, mountaineering, etc.

Baltoro Glacier, Karakoram,

2.3.2 Importance of Man-Made Attraction

Attractions that have been developed specifically to attract tourists to a specific location are
known as man-made attractions. Tourist attractions prompt people to think of purpose-built
attractions since they are entertaining, enjoyable, and built for a number of purposes. Tourist
attractions play a vital role in the visitor economy, contributing significantly to the tourism
industry while also promoting local culture, heritage, and ecology. As a result, it is critical to
maintain the tourist destinations.

Pakistan offers a diverse assortment of landmarks to explore, including great archaeological

sites, tombs, lush green landscapes, and Majestic Mountain peaks. These Pakistan landmarks,
which range from mosques and forts to national parks, offer visitors a glimpse of the country's
architectural, cultural, and natural glory. Some famous man-made attractions of Pakistan are as
follow:

17
 Tourism Management

1. Badshahi Masjid
2. Faisal Masjid
3. Khaplu Palace
4. Pakistan Monument • List down any 5 manmade and 5 natural tourist
5. Faisalabad Clock Tower attractions
6. Minar-e-Pakistan
7. Noor Mahal
8. Wazir Khan Masjid
9. Frere Hall

Derawar Fort, Bahawalpur, Pakistan

SUMMARY
A tourist destination means a place with significant natural, cultural, and historical attraction
sites for tourists. The tourist destinations are among popular places for tourists. A tour
destination typically consists of more than one attraction site. Some of the attraction sites in
Pakistan are Naran Kaghan, Neelum Valley, Badshahi Masjid, Fairy Meadows, etc. A tourist
behavior examines the spending pattern of a traveler, length of stay, and the sites they visit.
Typically it depends on various factors such as geographical factors, social factors, place of
origin, and tourist destination.

Practical Activities
1. Visit any natural attraction site in Pakistan.
2. Visit any man-made attraction site in Pakistan.
3. Gather and analyze available data on tourists’ behavioral changes.

18
 Tourism Management

Exercise
Choose the Correct option.

1. A tourist destination is typically a _____________ place.

a) populated b) less populated c) un-popular d) historic

2. Fairy Meadows is located in _________________.

a) Pakistan b) China c) Dubai d) Indonesia

3. Tomb of Quaid-e-Azam is located in _____________, Pakistan.

a) Islamabad b) Lahore c) Karachi d) Baluchistan

4. Badshahi Masjid is located in ___________, Pakistan.

a) Islamabad b) Lahore c) Karachi d) Baluchistan

5. The components of tourist destination comprises of ____ A’s.

a) 4 b) 6 c) 8 d) 10

6. A place that is built by a person is called ____________ site.

a) natural b) man-made c) tourist made d) community made

7. Geographical factor means ______________.

a) population b) location c) age d) gender

8. Social factor means ______________.

a) networking b) gatherings c) tourist d) places

9. The primary objective of attraction in the tourism industry is to increase the growth of

_________________.

a) local community c) economy

b) tourists d) popular destinations

19
 Tourism Management

10. Man-made attractions are ______________ attractions.

a) purpose-built c) social

b) community-built d) demographical

Write short answers to the following questions.

1. Define tourist destinations.

2. List some of the famous tourist destinations in Pakistan.
3. What are the benefits of tourism for the host destinations?
4. Define man-made attractions in the tourism industry.
5. Define natural attractions.
6. What is a tourist flow?

Give detailed answers to the following questions.

1. Explain the behavioral change of a tourist.

2. Describe the factors affecting tourist flow.
3. Write a note on purpose-built attractions.
4. Explain the importance of tourist attractions.

20
 Tourism Management

Chapter 3 Tourism Marketing

Students Learning Outcomes

After studying this chapter you will be able to:

• know Tourism Marketing & Planning.

• understand Sales forecasting in tourism promotion.
• understand Components of a marketing plan.
• know about consumer behavior and the marketing mix.
• understand consumer decision making.
• know how to influence on consumer decisions.
• know about P’s of marketing.
• understand Target markets and potential customers (Market Segmentation).

21
 Tourism Management

Tourism Marketing and Planning

The process of organizing and defining a
company's marketing goals, as well as
assembling plans and techniques to attain
them, is known as market planning. Plans
are written guidelines that drive marketing
strategies, decisions, activities, and
operations.

Marketing planning is the process of defining

activities that will support business goals and establishing a timeline for when that work will be
completed. The marketing plan will assist in determining targets and how to effectively approach
consumers, what price level the product or service should be sold at, and how the company will
track its progress. Tourism marketing's goal is to promote the company, set it apart from
competitors, attract customers, and raise brand awareness.

3.1 Sales Forecasting

The process of estimating future revenue by predicting the number of products or services that
will sell in the future is known as sales forecasting. Sales forecasting provides critical marketing
information.

The main objective of tourism sales forecasting is to help destinations and tourism businesses
maintain continuous supplies of tourism products and services to meet the increasing demand for
international travel experiences. The role of sales forecasting in the tourism industry affects the
growth of tourism due to the following reasons:

• Given the perishable nature of the tourism product, accurate sales forecasting is critical
for the efficient planning of tourism-related businesses.
• One of the primary aspects that determines a destination's competitiveness is the demand
for tourism in that location.
• Sales forecasting also assists tourism businesses in precisely estimating their costs and
revenue, allowing them to forecast their short- and long-term growth.

3.2 Components of Marketing Plan

A marketing plan is among the components of a business plan, which defines all of the main
components of a company's operations, including its goals, values, mission statement, budget,
and strategies. Following are the components of a marketing plan.

22
 Tourism Management

1. Marketing research
The process of surveying potential
customers to establish the feasibility
of a proposed service or product is
known as market research. Market
research allows a company to
pinpoint its target market and collect
feedback and different
perspectives from customers on
their interest in a product or service.

2. Target market
A target market is a group of customers identified as the most potential buyers of a company's
product or service based on shared demographics. To build and implement an effective
marketing plan, a business must first identify its target market.

3. Positioning
The ability to affect consumer perceptions of a brand or product concerning competitors is
referred to as market positioning. The goal of market positioning is to develop a brand's or
product's image or identity so that people perceive it in a specific way.

4. Competitive analysis
A competitive analysis is a process of
identifying competitors in the tourism
industry and researching different marketing
strategies. An organization uses this
information as a point of comparison to
identify the company's strengths and
weaknesses relative to each competitor.

5. Market strategy
A marketing strategy is a company's overall plan for reaching out to potential customers and
turning them into clients to avail the goods or services offered by a company.

6. Budget
A marketing budget outlines the capital a company plans to spend on marketing projects. Paid
advertising, sponsored site content, additional marketing personnel, a registered domain, and
marketing software are included in the marketing budget.

23
 Tourism Management

7. Metrics/Measurement
Marketing metrics are a quantitative approach to track performance and a crucial marketing
measuring tool for determining the effectiveness of a campaign. Companies can measure
marketing metrics to improve existing campaigns and plan for future campaigns.

3.3 Consumer Behavior and Marketing Mix

Consumer behavior and marketing mix is a set of techniques and actions used by businesses to
sell goods and services to customers. The company focuses on the right buyers so they can sell
the right product to the right customer at the right time in the right place.

The price, place, product, and promotion that influence the consumer market are referred to as
the marketing mix. Consumers always have a positive reaction to a product's pricing and
marketing element. Consumer behavior, on the other hand, refers to the behaviors and decisions
people make when buying goods and services to consume.

The marketing mix is important to businesses for the following reasons:

1. It helps in the understanding of what the product or service may provide to the potential
customers.
2. It helps in the formation of a successful product offering.
3. It helps in the formation of a successful product offering.
4. It helps plan, develop, and execute effective marketing strategies.
5. It helps in evaluating whether a product or service is suitable for the target market.
6. It helps in examining when and how to market the product or service to the target market.

24
 Tourism Management

3.4 Consumer Decision Making Process

The consumer decision-making procedure includes identifying needs, gathering information,
evaluating alternatives, and purchasing decisions. Consumer behavior is impacted by external
elements such as social and cultural values, as well as economic and psychological factors.

There are four basic steps in the consumer decision-making process;

1. Problem recognition
2. Information gathering
3. Alternative evaluation
4. Purchase decision

1. Problem Recognition
Recognizing the need for a service or product is the first stage in the consumer decision-making
process. Consumers must acquire knowledge to understand how they would fulfill a desire once
it has been identified.

Example: Winter is approaching. A potential customer owns a few light jackets, but they will
need a heavy-duty winter coat to be warm in the snow and below-freezing weather.

2. Information Search
While gathering information on the product or service they are looking to buy, they may look out
for the location of the product or service you are offering or even look for a review before
buying.

Example: Buyers search the internet for "winter coats" to see what possibilities are available.
When they see someone wearing a stylish coat, they inquire as to where it was purchased and
what the brand is like.

3. Alternate options
Alternate marketing involves finding and creating programs that are smart and imaginative.
Buyers have set criteria about the product they want to purchase. Buyers also focus on alternate
options and keep some backup products in case the product price changes or the product is no
more available in the market.

Example: The buyer compares a few brands. They know that they want a brightly colored coat
that will complement the rest of the wardrobe, and would rather spend less money.

25
 Tourism Management

4. Purchase decision
The purchase decision is the thought process that leads consumers from identifying a need,
gathering options, and choosing a specific product and brand.

Example: The client discovers a 20% off winter coat. They order the coat online after ensuring
that the brand utilizes sustainable materials and seeking comments from friends.

3.5 Marketing Mix and 7Ps

The marketing mix refers to the set of actions, or techniques, for promoting its brand or product
in the marketplace. The marketing mix is used to achieve marketing objectives while considering
the target market. These tools are known as the 7Ps of the marketing mix.

1. Price
2. Place
3. Product
4. Promotion
5. Packaging
6. Positioning
7. People

The 7Ps of marketing is considered to be the most important aspects of selling a product or
service. The marketing mix is a term that is frequently used to describe products or
services. Each of the 7Ps' decisions is linked to the others. For example, a five-star product or
service must be matched by acceptable pricing, distribution location, advertising, or promotion.
It's a strategy for enhancing market efficiency and productivity, and thus profitability.

1. Price
Price is the cost a consumer pays against the product or service they are getting. Marketing must
link the price of the product to its perceived value, and determine when and if the product
discount is needed.

2. Place
It is important to keep in mind where you want to place the product and sell it. Make sure you
know what the right place is, to target the right audience you want for your product.

3. Product
Product refers to goods or a service that a company is offering to customers against the set price.
A product should fulfill all the needs and wants of the buyer or at least make it so attractive and

26
 Tourism Management

‘hard to refuse’ product that the buyer believes that they must have it, this creates a new demand
and supply chain (also known as yield management).

4. Promotion
Promotion of a product is necessary, as you cannot sell the product or service if no one knows
about it. To sell it, you need to advertise and market your product in a way that it reaches the
right target market at the right time using the right place. Promotion includes advertising, public
relations, and other promotional strategies.

5. People
People, in the marketing mix, refer to anyone directly or indirectly involved in the business side
of the company. The marketing mix includes everybody involved in selling a product or service,
designing it, marketing it, managing teams, representing consumers, recruiting, and training.

6. Process
The process involves a set of actions or important components that must be completed in order to
deliver a product or service to a customer.

7. Physical Evidence
Physical evidence means the proof of purchase of a product. Other aspects of physical evidence
or the overall existence of a business or product include website, branding, social media, and
feedback. All of these features provide customers with the actual proof they require to be
confident that the company is viable, dependable, and authentic.

3.6 Market Segmentation

Market segmentation is the process of dividing a market of potential customers into groups, or
segments, based on different characteristics. Common characteristics of a market segment
include interests, lifestyle, age, gender, etc.

Market segments assist businesses in adapting their products and services to the needs of a
certain audience. A market segment is often used to identify a target market. It helps in
understanding the target audiences and ideal customers. Market segmentation allows to identify
the right market for the product and target them more effectively.

There are 4 types of market segmentation.

1) Demographic
2) Psychographic
3) Behavioral
4) Geographic segmentation

27
 Tourism Management

1. Demographic Segmentation
Demographic segmentation refers to the audiences based on different qualities, such as age,
gender, marital status, occupation, education, income, race, nationality, and religion.

2. Psychographic Segmentation
Psychographic segmentation is similar to demographic segmentation, but it deals with
characteristics on a mental and emotional level. It helps in knowing the thoughts, motives,
preferences, and needs of the customers.

3. Behavioral Segmentation
Behavioral segmentation is based on consumers’ behavior regarding the product. There are
different types of behavior of customers’ that include; online shopping, brand loyalty, benefits
sought, etc.

4. Geographic Segmentation
Geographic segmentation is a marketing approach that aims to sell items or services to people
who reside or shop in a specific area. It is based on the idea that individuals in that area have
identical requirements, interests, and cultural factors.

28
 Tourism Management

SUMMARY
Tourism marketing means planning and evaluating marketing techniques for a company’s goals.
A marketing plan helps in determining the target audience and the standard of a brand. It also
helps in promoting a product. The evaluation and prediction of sale of products and services are
known as sales forecasting. It provides market information and maintain continuous supply of
tourism-related products. There are few factors that affect the marketing of a product known as
the marketing mix. It consists of 7 P’s such as price, place, product, promotion, people, package,
and physical evidence of a product.

Practical Activities
1. Create and advertise a product.
2. Create a market plan for your product considering the 7P’s of the marketing mix.

29
 Tourism Management

Exercise
Choose the most suitable option.

1. Plans are a written guidelines that drive marketing __________.

a) goals b) strategies c) mix d) segmentation

2. A company who sell similar products is called ______________.

a) competitors c) businesses
b) twin company d) market positioning

3. The process of estimating future revenue by predicting the number of sales is called
a) Product sales c) sales forecasting
b) sales revenue d) forecasting revenue

4. Tourism products are ______________ in nature.

a) flexible c) perishable
b) adaptable d) imperishable

5. __________________ assists tourism business in estimating the cost and revenue.

a) Marketing goals c) Sales forecasting
b) Marketing strategies d) Sales and revenue

6. The process of surveying potential customers to establish the feasibility of a product is called
a) marketing research c) marketing segmentation
b) marketing plan d) marketing mix

7. ____________________ is a group of customers identified as the most potential buyers of a

product.
a) Target product c) Target segmentation
b) Target market d) Target location

8. The ability to affect consumer perception of a brand or product is known as ___________

a) segmentation c) competitive analysis
b) positioning d) consumer behavior

9. ___________________ is a company’s overall plan.

a) Marketing plan c) Marketing goal
b) Marketing strategy d) Marketing mix

30
 Tourism Management

10. ________________ are a quantitative approach to track performance of a campaign.

a) Marketing plans c) Marketing metrics
b) Marketing equations d) Marketing strategies
Write short answers to the following questions.

1. Define tourism marketing.

2. What is a marketing plan?
3. Draw the model of 7P’s of the marketing mix.
4. What is market research?
5. Define target market.
6. What is the marketing mix?

Give detailed answers to the following questions.

1. Explain the 7P’s of the marketing mix in detail.

2. Describe the 7C’s of marketing.
3. Write down the components of a marketing plan.
4. Explain consumer behavior and marketing mix.

31
 Tourism Management

Chapter 4 Sports Tourism

Students Learning Outcomes

After studying this chapter you will be able to:

• know about connection between sports and tourism.

• understand culture and identify involvement in sports tourism.
• know about international sports tourism.
• learn about different recreation and adventure sports activities.
• know about modern landscape and retro parks.
• familiarize with sports events nationwide (national/international recognized events).
• identifying sports and places of competitions.
• know about multiple sectors that boost sports tourism.
• identify top sports event in Pakistan and across the world.
• understand strategies for the facilitation of sports tourists.
• understand geographical aspects of various destination for sports tourism.

32
 Tourism Management

Introduction to Sports Tourism Industry

Sports tourism is defined as traveling for the purpose of either seeing or participating in a
sporting event. The United Nations World Tourism Organization (UNWTO) states sports
tourism as, ‘one of the fastest-growing sectors in the travel and tourism industry.

A tourist can participate in sports tourism in two ways: active and passive. Active sports tourism
include people taking part in the activities as they like. Whereas, passive sports tourism include
the people who does not participate in games but rather watch as a fan or spectator. Sports
tourism is the experience of traveling to engage in a sporting event as a participant or tourist. It
involves events in Pakistan such as Polo festivals, Mountain Biking, Squash Championships,
Desert Jeep Safaris, Cricket, etc. Other international sporting events are the Olympics, PSL,
FIFA World Cup, Cricket World Cup, Wimbledon Tennis, and other major events involving
people traveling from one destination to another.

4.1 Importance of Sports Tourism

Tourism and sports are interconnected and mutually beneficial. Sports, whether professional,
amateur or recreational, require a significant amount of travel to play and compete across many
locations and countries. Major sporting events, such as the Olympic Games, football, rugby
championships, and Cricket World Cup have evolved into great tourist attractions in and of
themselves, contributing significantly to the host destination's tourism image.

33
 Tourism Management

• Sport and Tourism are two driving forces for the promotion and sustainable economic
development of tourism destinations. Sports tourism contributes to the Sustainable
Development Goals (SDGs).
• Sports tourism's competitive advantages are participation in physical activities;
opportunities for engagement; and high development opportunities.
• A host destination benefits from a major event in terms of attracting tourists and drawing
global attention to the destination.
• Sports tourism affects the accommodation prices and occupancy as well as the operation
of restaurants which causes an increase in the sale of food products.
• Sports tourism creates opportunities and infrastructure that encourage communities to
organize sporting events and gain marketing benefits, hence boosting a country's
economy.
• It aids in improving the image of the country and generating an inbound tourism
business.
• It allows the hotel sector to capitalize on the opportunity and establish a brand by serving
customers and visitors who travel to the country to attend sporting events.

4.2 Culture and Sport Tourism, Involvement, and Promotion

The act of travelers visiting specific areas to learn and explore a particular culture is known as
cultural tourism. This includes a variety of activities such as attending festivals, visiting
museums, and experiencing local cuisines.

Through large sporting events and tourism, culture plays a part in attaining the goal of promoting
cultural awareness. For example, every four years, various countries host the FIFA World Cup.
This event has an impact on the economy of the country, helps to market business,
raises awareness, and allows tourists to explore tourist locations and attractions, all of which
contribute to increased tourism. It attracts more tourists, which leads to greater job opportunities
and a change in social, economic, and environmental culture. While visiting, the tourism industry
benefits from the host country's culture by learning, observing, and learning more about the
country's history, culture, and heritage.

4.3 Organizations and Sports Activities

Tourism and sports are interrelated to each other whether
it’s a professional or just a leisure activity. “It is one of the
fastest-growing sectors in the tourism industry according
to The United Nations World Tourism Organization
(UNWTO)”.

34
 Tourism Management

International Cricket Council (ICC) is a governing body for

cricket that works to develop cricket as a leading global
sport. The International Cricket Council (ICC) is in charge
of organizing and governing cricket's main international
competitions such as the Cricket World Cup and the T20
World Cup.

Pakistan Cricket Board (PCB) is the sole governing body for the game of
cricket in Pakistan. PCB was founded in 1949 and is responsible for
controlling and organizing cricket matches at national and international
level.

The FIFA World Cup often called the World Cup, is an

international association football competition that is held every four
years that determines the sport’s world champions.

The Asian Games are a multi-sport event that takes place every four
years. Athletes from all Asian countries are welcome to compete in
this competition. The Asian Games are the second largest multi-
sport event after the Olympics, according to the International
Olympic Committee.

International Olympics Committee holds sporting events

separately in winter and summer in a different country
every four years. IOC ensures the uniqueness of the
competitions while promoting sport and the Olympic
values in society, especially focusing on the young
athletics.

4.4 Recreation and Adventure Sports Activities

There are different types of sports activities all around the world. People travel from one
destination to another for different purposes. Some people travel for recreational purpose, while
others travel for adventure.

35
 Tourism Management

Pakistan offers a number of wonderful opportunities for white rafting. White water rafting is also
known as ‘Rafting’. It is a challenging yet adventurous activity which attracts people all around
the world.

Kunhar River which is located in Khyber Pakhtunkhwa is also famous for rafting and it routes
through the whole Kaghan valley, Naran valley, Balakot and few other spots.

Sporting events in Pakistan is embedded in the country's culture. Cricket is Pakistan's most
popular sport, other popular sports of Pakistan include field hockey, polo, and squash.
Traditional sports like kabaddi and other activities are also very popular games among the others.

4.5 Annual Sports Events

Annual sports events are those events that are held every year in different countries, nationally
and internationally. Every country hold different sporting events in their country so the athletes
could take part and compete in different sporting events. They are awarded different prizes
depending on the event.

• List down any 4 mega sports event which attracts tourist around the world.

36
 Tourism Management

4.5.1 National Sports Events

Cricket, along with squash and hockey, is by far the most popular sport in Pakistan, and it is
regarded as a dominant sport alongside traditional sports like Kabaddi. Polo is also thought to
have originated in Central Asia, and it is still a popular sport in the country, with several huge
yearly tournaments. In Pakistan, the Athletics Federation of Pakistan (AFP) is in charge of
organizing sporting events and tournaments.sss

4.5.2 International Sports Events

Modern international sporting events are a significant business for the tourism industry, and they
have an impact on economies and cultures all over the world. People travel to different places to
attend international sports event such as ICC World Cup, and FIFA World Cup are just a few of
the big sporting events that take place around the world.

Among these international sporting events, other events that are held yearly are F1 Grand Prix,
Golf, Rugby, Wimbledon, Volleyball Championship, etc.

37
 Tourism Management

4.6 Sports Event in Pakistan

Pakistan Sports Board (PSB) under the Ministry of
Inter-Provincial Coordination, is the country's top
authority for sports control and promotion, as well as
an executing body for implementing government
policies.

Pakistan is known for major events within the country,

providing athletes a platform to compete on national
and international levels. Some sports events are held in Pakistan such as the Pakistan Super
League (PSL) which has become a major and most demanding sporting event all over the
country. The Pakistan Super League (PSL) is a national Twenty20 cricket league played between
six teams representing six different cities in Pakistan each year.

All domestic cricket in Pakistan, as well as the national sides, are governed by the Pakistan
Cricket Board. Pakistan is an official member of the Asian Cricket Council and the International
Cricket Council. Pakistan has won the ICC T20 World Cup in 2009, the ICC Champions Trophy

38
 Tourism Management

in 2017, the ICC Under-19 Cricket World Cup in 2004 and 2006, the ACC Asia Cup in 2000 and
2012, and the ICC Test Championship in 2016.

SUMMARY
Sports tourism means traveling for the purpose of seeing or participating in a sporting event. It
involves all sorts of sports such as Cricket, Polo, Mountain biking, Squash, etc. Sports tourism
benefits the tourism of a country by holding international events and attracting tourists from all
around the world. Sports tourism also contributes to the Sustainable Development Goals (SDGs).

Practical Activities
1. Organize a sports event in your school.
2. Create national sports activities calendar.
3. Accompany sports tourists to a sports destination and submit reports on your findings.
4. Explore regional/local sports festivals and present their experiences.

Exercise
Choose the most suitable option.

1. Traveling for the purpose of seeing or participating in a sporting event is called ___________
a) event tourism b) sports tourism c) exploring tourism d) leisure tourism
2. Olympics and FIFA World Cup is _________________ sporting event.
a) national b) international c) provincial d) domestic
3. ____________ Tourism contributes to the Sustainable Development Goals.
a) Sports b) Events c) Marketing d) Leisure
4. The act of travelers visiting specific areas to learn and explore a particular culture is known
as ___________
a) traditional tourism c) learning tourism
b) culture tourism d) destination tourism
5. FIFA World Cup event takes place every _______ years.
a) three b) four c) five d) six
6. ICC stands for _____________________________.
a) International Cricket Committee c) International Cricket Council
b) International Cricket Course d) International Council Cricket

7. PCB stands for _____________________________.

a) Players Cricket Board c) Pakistan Cricket Brand
b) Pakistan Committee Board d) Pakistan Cricket Board
8. Pakistan Cricket Board was founded in the year _________.
a) 1649 b) 1749 c) 1849 d) 1949

39
 Tourism Management

9. Asian games are the ____________ largest sport event in the world.
a) second b) third c) fourth d) fifth
10. Events that are held every year in different countries both nationally and internationally are
called ____________________.
a) year to year sports c) end of the year sports
b) annual sports d) global sports
Write short answers to the following questions.

1. Define sports tourism.

2. What does UNWTO stands for?
3. Name the sports events held in Pakistan every year.
4. Define cultural tourism.
5. What do you know about International Cricket Council (ICC)?
6. When was Pakistan Cricket Board (PCB) founded?

Give detailed answers to the following questions.

1. Explain the importance of sports events in the tourism industry.

2. Describe how culture and sports tourism are interrelated with each other.
3. Write a note on Cricket.
4. Write an essay on annual sports events.

40
 Tourism Management

Chapter 5 Culinary Tourism - II

Students Learning Outcomes

After studying this chapter you will be able to:

• know about culinary arts and its impact on tourism.

• understand social, cultural and environmental impacts of regional/national food.
• identify top culinary destination at regional and national level.
• know about Pakistani culinary art culture.

41
 Tourism Management

5.1 Culinary Arts and Tourism Industry

Culinary art is a broad term that refers to the preparation, cooking, plating, presentation, and
service of food. The impact of culinary art is beneficial to the growth of a local economy.
Healthy and nutritious food is attributed to the diversity and productivity of tourists' experiences.
With globalization, a majority of tourists make food and nutrition one of their main drives for
tourism rather than just sightseeing. As a result, various types of tourism have evolved in recent
years like food tourism, culinary tourism, cultural tourism, specific event tourism, etc. where
food and nutrition are an integral part of the event. Local food can improve the image of a city or
a place, by representing national, regional, and personal values and identities. This factor is
thought to positively influence travelers’ decision to visit a specific country just because they
love the food of that country.

5.2 Impact of Food

Culinary tourism focuses on food as an attraction for exploration and a tourist destination.
Although food has always been an aspect of tourist hospitality, it was not emphasized by the
tourism industry until the late 1990s.

Food tourism is one of the reasons why people travel. Many food exhibitions contribute to the
growth of a country's tourism by allowing travelers to sample a variety of cuisines as well as the
local cuisines of a community.

42
 Tourism Management

Tourism has a positive impact on local residents' eating habits. Tour destinations make efforts to
supply tourists with nutritious and healthy meals to assist their visits by raising awareness of a
variety of foods and encouraging them to experience the local food.

Food tourism has several positive aspects related to sustainable tourism, which is becoming
increasingly important in destination development: Food tourism also has a significant economic
impact on local economy.

Tourists' cultural exploration of their tourism destination begins with real local food tastings,
which is an immersive way for tourists to perceive a new culture. A positive culinary experience
enhances the attraction of a destination, increasing tourist satisfaction and motivation to return.

43
 Tourism Management

5.3 Culinary Destination in Pakistan

The ethnic diversity of Pakistan and its many geographical features are the causes behind the
country's diverse cuisine. Each region's food has its distinct taste and texture. The following are
some examples of regional cuisines.

1. PUNJAB
Punjab is known for its rivers, huge agricultural regions, and, most notably, its delectable
cuisine. Famous Punjabi cuisines include Sarson Da Saag, Tandoori Chicken, Shami Kebab,
Makki di Roti, and others. The state's culinary practices are modest, rustic, and unique in their
own right.

Punjabi cuisine is recognized for its buttery, rich flavors as well as a wide variety of vegetarian
and meat meals. Its wide menu is one of its most appealing aspects. Ghee and butter are used in
plenty of restaurant-style recipes. Some foods are consumed on a daily basis, while others are
prepared exclusively on special occasions.

• Mustard Greens

It is the main vegetable in sarson ka saag. Most saag dishes are moderate with a medium
quantity of gravy. They go well with chapattis (flatbreads also known as rotis) and
naans (flatbread baked in a tandoor or oven). These green vegetable have many health benefits,
they are antioxidant and help lower cholesterol due to vitamin K.

44
 Tourism Management

• Tandoori Chicken

The concept of tandoor chicken came from the ancient Harappa civilization that came up with
the concept of tandoor approximately 5000 years ago. The chicken is marinated in a mixture of
yogurt and then roasted in a special cylindrical oven known as a tandoor.

KHYBER PAKHTUNKHWA
• Name 10
Pashto cuisine has been greatly influenced by culinary traditions.
favorite
Pashtuns have contributed greatly to Pakistan’s rich and diverse food
dishes of
culture. Their diet consists of rice, wheat, maize, barley and lamb, beef,
people
chicken, and fish dishes. Fruits and nuts are already included in the local
living in
cuisine.
Pakistan
• Chapli Kabab

Chapli Kabab is made from minced beef or mutton. It is a mixture of hot

spices which gives the Kabab an iconic taste. It is also known as Peshawari Kabab because it is
originated in Peshawar.

• Kabuli Pulao

Kabuli Pulao is one of the most famous dishes of Peshawar. The meat and rice layers give it a
biryani-like appearance, but the cooking method is unique. Kabuli Pulao is made with steamed
rice, raisins, carrots, and lamb.

45
 Tourism Management

2. SINDH
Sindhi cuisine is a combination of various culinary traits that started from the Mughal, Arab,
Sikh, and Rajput traditions. The nature of adaptability and versatility has made Sindhi cuisine
stand out amongst other Pakistani regional cuisines.

• Nihari

Nihari is a slow-cooked meat dish made with beef or mutton shanks and bone marrow that dates
back to the Mughal era.

• Biryani

Sindhi biryani is a well-known dish in the Sindh province. Biryani is an exquisite dish that is
usually prepared for special occasions or family gatherings.

3. Baluchistan
Balochi cuisine is the food and cuisine of the people of Baluchistan. In contrast to Pakistan's
diverse cuisines, Baloch food has regional variations.

• Sajji

Sajji is quite popular in the area originated from Baluchistan. It's created by skewering a
whole lamb or chicken, keeping the meat and fat intact. It has a distinct flavor and is
typically eaten with Kaak, a regional bread folded over a stone and grilled in a tandoor.

46
 Tourism Management

• Khaddi Kabab

The Khaddi Kabab is a popular dish in Quetta and other regions of Baluchistan. The barbecue
mutton is smoked and cooked with traditional seasonings over wood ashes. The whole goat or
lamb is roasted over a wood fire to keep the flavor as natural as possible.

4. Gilgit-Baltistan
Traditional cuisines of Gilgit-Baltistan is a diverse and unique phenomenon itself in its nature.
These cuisines are diverse and distinct in flavor.

• Chapshoro

Chapshoro is also known as Hunza pie. It's a simple dish of cooked minced beef filled and sealed
between two whole wheat flatbreads and baked over a skillet.

• Harissa

Harissa is one of Hunza's finest cuisines.

It's a delicious combination of beef, rice,
wheat, and green lentils. The dish takes
several hours of continuous cooking and
is rich in protein. Harissa is typically
served on special occasions like
weddings or festivals.

47
 Tourism Management

Traditional Desserts of Pakistan

Desserts are usually sweet course or dish that is usually served at the end of a meal. Pakistan has
a variety of delicious and sweet desserts that are enjoyed in almost every region. Peshawari ice
cream, Sheer Khurma, Qulfi, Falooda, Kheer, Zarda, Shahi Tukre, and Rabri are all popular
desserts. In Pakistan, sweetmeats are consumed on a variety of special occasions. Gulab Jamun,
Barfi, Ras Malai, Kalakand, Jalebi, and Panjiri are some of the examples of sweetmeats.

5.4 Pakistan and Culinary Arts

Pakistan's culinary arts are inspired by Middle Eastern, Iranian, Afghan, and Turkish influences,
reflecting the country's history as well as regional differences in cooking methods. Food with
particular local ingredients and tastes is available in rural areas and villages, while urban
centers offer a mixture of dishes from all across the country. There is a range of province
specialties such as karahi, biryani, and tikka, in various forms and tastes, eaten alongside a
variety of bread including naan, chapati, and roti, in addition to main dishes with or without meat
and prepared with vegetables or lentils. Local
grilled meat or kebabs, desserts, and a range of hot
and cold drinks are also available.

The access to seafood in the Sindh regions allows

for more seafood-based dishes in that province
relative to the other dishes. In the Punjab region,
Roti (flatbread) is attached with its province.
Khyber Pakhtunkhwa consumes lamb as animal
protein. Sajji is a dish related to Baluchistan. It
consists of lamb or chicken that has been stuffed with rice and rubbed with a spiced green
papaya paste and then slow-roasted for a few hours. The average meal consumed by Pakistani is
3 times meal in a day. Biryani is another meat plus rice dish which is very famous all over the
country. For biryani, its components are cooked separately. Popular desserts are Sewaiyaan
(pudding with pistachios and saffron), Falooda (a layered milkshake made with ice cream, Kheer
(rice pudding) and Gulab Jamun (fried dough in syrup, a sweet).

48
 Tourism Management

SUMMARY
Culinary refers to the preparation, cooking, plating, presentation, and the serving of food.
Culinary tourism is defines as the people traveling for the purpose of experiencing different as
well as the local cuisines of another region. Culinary tourism helps in a great way for the tourism
industry by generating huge revenue through street food and restaurants. Culinary tourism
focuses on attracting tourists with the taste of local and traditional cuisines of host community.
Tourist destinations make efforts in providing nutritious and healthy meals to the tourists. There
are some famous dishes in Pakistan such as Tandoori Chicken, Biryani, Chapli Kabab, Sajji,
Nihari etc.

Practical Activities

1. Prepare a desi cuisine at home with the help of a family member.

2. Prepare picture gallery of Pakistani culinary art.

EXERCISES

Choose the most suitable option.

1. The preparation, presentation, and plating of food is called __________________.

a) Cooking b) Culinary art c) Chef art d) Food art

2. People traveling for the purpose of experiencing new food in different countries is called
a) Food traveling c) Culinary experience
b) Culinary tourism d) Food experience

3. Food and dishes that are passed on through generations is known as

a) Traditional food c) Generational food
b) Culture food d) Mixed culture food

4. ___________ has a positive impact on local residents’ eating habit.

a) Tour destinations c) Local community
b) Tourism d) Restaurants

5. Tasting authentic local food leads to the tourists’ _____________ exploration of their
tourism destination.
a) Traditional b) Cultural c) Food d) Adventure

6. _________________ is an antioxidant and helps lower cholesterol due to vitamin K in it.

a) Tandoori Chicken c) Biryani
b) Mustard Greens d) Chapli Kabab

49
 Tourism Management

7. Biryani is a famous dish of __________.

a) Punjab c) Baluchistan
b) Sindh d) Khyber Pakhtunkhwa

8. Kabuli Pulao is one of the most famous dishes of ________________.

a) Peshawar b) Karachi c) Hunza d) Quetta

9. Chapli Kabab is also known as ______________________.

a) Mutton Kabab c) Peshawari Kabab
b) Beef Kabab d) Mixed Kabab

10. Desserts are sweet and typically served at the ________________.

a) beginning of a meal c) middle of a meal
b) end of a meal d) quarter of a meal
Write short answers to the following questions.

1. Define culinary arts.

2. What is traditional food?
3. What is a cuisine?
4. Name few famous cuisines of Pakistan.
5. What do you know about the cuisines of Khyber Pakhtunkhwa?
6. What are the traditional desserts of Pakistan and when it is being served?

Give detailed answers to the following questions.

1. Explain the scope of culinary arts in Pakistan.

2. Describe the impact of food in the tourism industry.
3. Explain how culinary tourism is affected by the tourists demand and behavior.
4. Write an essay on culinary destinations in Pakistan.

50
 Tourism Management

Chapter 6 Food and Beverage (Services) - II

Students Learning Outcomes

After studying this chapter you will be able to:

• know about food services.

• understand type of food services.
• know about service ware and chinaware.
• know about the basic tools and equipment’s.

51
 Tourism Management

6.1 Food Services

Food service is defined as the activities, services, and business functions involved in preparing
and serving food to people eating away from home. Food service refers to the consumption of
food and beverages outside of the home. Consumers go to food service outlets for a variety of
reasons, including enhanced convenience, the opportunity to try new flavors and tastes,
celebrate, and socialize. Food service refers to a variety of eating events and venues. Food and
beverage services include fine dining as well as fast-food restaurants. It also covers institutional
food operations in places like schools and hospitals, as well as vendors such as food truck
operators and caterers.

Food servers also play a significant role in providing services to customers. A restaurant server
takes orders, answers questions about the menu and food, sells food and drinks, receives
payment, communicates orders with the kitchen staff, seats guests, and assists with customer
service and cleaning.

The food and beverage services sector makes a significant contribution to the hospitality
industry's profitability. A large number of consumers attend catering facilities as the importance
of business meetings, as well as a large number of customers visit catering establishments
frequently.

6.2 Types of Food Services

Food and beverage services entail a variety of tasks, from enlisting workers to acquire cuisine to
preparing the food and serving the customers. Following are the major category of food services.

i. Plate service
ii. Cart service
iii. Platter service
iv. Buffet service
1. Plate Service
Plate service is also called American service. It is a service where food is prepared and then
served on plates by the servers of the restaurant. The server starts from the left side while serving
the guests. Plate service is usually done for a la carte orders that involve separating pricing of
each menu item.

2. Cart service
Cart service is also called French service. The meal is prepared and assembled at tableside.
While sitting at their tables, visitors select food from the cart, which is then served from the right
side. It is usually offered to small groups. Cart service involves a service via trolley that is

52
 Tourism Management

known as a “Guéridon”. It is a very high skilled service in restaurants. Guéridon is a small trolley
that holds a portable heating unit called ‘réchaud’, to serve flamed dishes and it contains one or
two burners, a gas cylinder, and a storage space for plates and equipment.

3. Platter service
Platter service is also called Russian service, and the guests are being served the food on a white
platter. The focus remains on the display and presentation of the food. These types of services
are ideally suited for banquets and events.

4. Buffet service
Buffet Service- is a type of service where foods are arranged on a buffet station or in a specific
area of the venue. This is a self-service where guests need to get their food on their own. Buffet
service typically offers a variety of food dishes on a menu.

6.3 What is 15/5 rule?

When a guest is within 15 feet their presence should be acknowledged through a smile or head
nod. Similarly, when a guest is within 5 feet they should be greeted in an appropriate manner
along with “hello”, “good morning”, or “good evening.

53
 Tourism Management

6.4 Services Ware

Food and beverage service ware refers to all single-use disposable containers and other products
used for selling, vending, or serving food or beverages and includes cups, bowls, plates, serving
trays, etc. Whereas, Chinaware is a term used for crockery that is made from porcelain. Thus
‘China Porcelain’ was later shortened to Chinaware and then simplified as only China.

Services ware is a related term for cutlery, crockery, and other service-related items. It includes
the following depending on the food and beverage operations:

1. Plates and bowls

2. Platters and cake stand (if required for a cake).
3. Service utensils such as tongs, carving forks, table and tea spoons and forks (for silver
service).
4. Different glass wares, some sauces and desserts are presented in glasses.
5. Some items are served by taking them directly from an oven to the guest tables
6. Lids and covers for pots and other containers
7. Salt and pepper shakers
8. Condiment containers

54
 Tourism Management

6.5 Types of Equipment in Food and Beverage Operations

Some of the important types of equipment used in food and beverage operations are as follow
depending on the size of an operation and its uses.

1. Furniture
Dining room furniture is always available in different shapes, sizes, colors, and textures. Make
sure the furniture blends in with the décor and theme of a restaurant while purchasing it. Types
of F&B furniture are: Tables, chairs and sideboards etc.

2. Linen
The linen in food and beverage industry covers the tablecloths, napkins, tray cloth, buffet cloths,
server’s cloth and tea cloths.

55
 Tourism Management

3. Crockery
Crockery includes all items such as chinaware, plates, cups and saucers, pots and vases. The
following are the different types of chinaware available in the market: Earth ware, bone china,
porcelain and stoneware etc.

4. Glassware
F&B operation uses a variety of glasses for different types of drinks, which are a huge
investment because of the delicate and fragile equipment. These equipment are; stemware, footed
ware, tumbler, etc.

5. Tableware
Tableware refers to all the pieces of flatware, cutlery and hollowware. Some examples are; soup
spoon, dessert spoon, service spoon and for, side knife, steak knife, sundae spoon, etc.

56
 Tourism Management

SUMMARY
Food services are the set of activities that involve preparing and serving of food to people. Food
and beverage services include fine-dine, casual dine, family style, and quick service restaurants.
The food and beverage sector makes a huge contribution towards the hospitality and tourism
industry. There are different types of food services such as plate service, platter service, cart
service, and buffet service. Food service consists of various service ware which include plates
and bowls, platters, service utensils, glasses, cover pots, condiment containers, etc.

Practical Activities

1. Arrange a table setup in a classroom and place proper utensils and cutlery for the guests.
2. Arrange a dining table setup in a competition.
3. Demonstrate different types of services (buffet, American).
4. Implement a 15/5 rule in school with friends and teachers.

EXERCISES

Choose the most suitable option.

1. The set of activities involving preparing and serving of food to people is called ________
a) food and beverage c) food service
b) food presentation d) food plating

2. ______________ is NOT a type of service in food and beverage.

a) Fast casual c) Fast dine
b) Fine dine d) Family style

3. ________________ primarily take food orders and serve food to the guest.
a) Managers b) Servers c) Supervisors d) Chefs

4. Plate service is also called _______________ service.

a) British b) American c) Russian d) French

5. Cart service is also called ____________ service.

a) French b) American c) Russian d) British

6. Cart service uses a trolley that is known as _____________.

a) Guéridon c) dining trolley
b) réchaud d) cart trolley

57
 Tourism Management

7. Russian service is another word for __________ service.

a) plate b) platter c) cart d) buffet

8. A service that offers variety of food and charge a typical amount per head is called _____
a) A la carte service c) Mixed meal service
b) Buffet service d) Station service

9. According to 15/5 rule within 15 feet distance, you should ____________ the guest.
a) acknowledge c) ignore
b) engage d) wait for the guest
10. _____________ is a term used for crockery.
a) Silverware c) American ware
b) Chinaware d) Table ware
Write short answers to the following questions.

1. Define food service.

2. Enlist types of food services?
3. What is a buffet service?
4. Define chinaware.
5. What is a 15/5 rule?
6. Name few cutleries that are used in a restaurant.

Give detailed answers to the following questions.

1. Explain the impact of food and beverage in the tourism industry.

2. Describe the types of equipment used in food and beverage operations.
3. Write an essay on china porcelain.
4. Write down the uses of a Guéridon in a restaurant.

58
 Tourism Management

Chapter 7 Tour Operations

Students Learning Outcomes

After studying this chapter you will be able to:

• define relationships of various tour components such as transportation, lodging, dining

etc.
• understand different types of tour operators as well as basic types of organizational
structures.
• understand the three major functions of tour operations (pre-tour, tour execution and
post-tour).
• understand how to manage tour operations effectively.

59
 Tourism Management

Relationship between Tourism Components

Tour operators are enterprises that combine two or more travel services (e.g., transportation,
lodging, meals, entertainment, and sightseeing) and sell them as a single product called a
package tour to consumers through travel agencies or directly for a fixed fee.

The components of the tourism industry are defined as the integral part of tourism that helps in
maintaining the functionality of tourism through different elements. The tourism industry is
directly related to a wide range of sectors, including hotels that are primarily used for
accommodation, restaurants that are essential for tourists who want to try new and different
foods, attractions such as historical sites, museums, and other popular destinations, site seeing
such as amusement parks, hills, exploring nature, and nightlife, and attractions such as historical
sites, museums, and other popular destinations.

The basic components of tourism are:

1. Lodging/accommodation
2. Tourist attractions
3. Travel agency/travel agents
4. Transportation
5. Wildlife tourism
6. Allied services

60
 Tourism Management

7. Entertainment
8. Food and Beverage
9. Tourism Planning and Development
10. Handicrafts

The following are the primary components of tourism.

1. Transportation
Transportation is the movement of goods and persons from one place to another place and
various means by which such movement is accomplished. Tourists intending to move from one
location to another location must consider transportation. Accessibility or transportation, on the
other hand, can apply to a building's infrastructure, the capacity to capture a service, or offering
enough modes of transportation for tourists. It is critical to understand where the visitors are
coming from and whether they will arrive in the city, whether through a website or some other
medium. Keeping a destination simple involves providing passengers with easy access to
domestic transit.

61
 Tourism Management

2. Travel Agency
A travel agents role is to help people plan, choose, and arrange their holidays. They will usually
work to a budget set out by whoever is planning the holiday. Travel agent sells transportation,
lodging/accommodation, and entertainment to individuals and group planned trips. Travel
agencies, tour operators, and guide services are examples of intermediates. They serve as a vital
link between the traveler and the tourist service providers, such as airlines, transportation
companies, hotels, and car rental organizations.

3. Lodging
The lodging sector includes hotels, motels, guesthouses, and guest apartments which provide
accommodation facilities to the people who are traveling due to different purposes and are living
away from home. The lodging sector is deeply connected with the tourism industry as tourism
grows and people travel no matter what the reason is, people stay in hotels thus making it more
profitable for hotels and the growth of the hotel industry.

4. Dining/Restaurants
The restaurant services and its operations are included in the food and beverage industry. It is
one of the most demanding field, and it is linked to tourism in the sense that travelers like trying
new foods, particularly traditional foods from different culture. It creates more employment
opportunities and adds significant revenue to the country economy.

5. Attractions/Sightseeing
Attractions draw a big number of visitors. There are various types of tourist attractions that are
closely linked to the tourism sector. Historic places, art galleries, museums, and natural parks are
examples of heritage attractions. The other type of attraction is entertainment/amusement, which
includes amusement parks, water parks, arcades, and more. The next form of attraction is a
recreational attraction, which includes both indoor and outdoor activities such as golfing, skiing,
bowling, etc.

6. Shopping
The tourism industry's shopping component has completely transformed into a significant sector.
It is also one of the most profitable areas, as tourists seek international and branded clothing,
which they must either buy in another country or import from the international market.

Types of Tour Operators

A tour operator is a business that produces a package tour by combining and organizing lodging,
meals, sightseeing, and transportation components. Tour operators promote their products, trips,

62
 Tourism Management

and itineraries through advertising and making brochures. Tour operators can sell to the public at
large, travel agents, or a combination of both. There are four different types of tour operators.

1. Inbound Tour Operators

2. Outbound Tour Operators
3. Domestic Tour Operators
4. Ground Tour Operators

1. Inbound Tour Operators

Inbound tour operators are those operators who welcome guests that come from outside of the
country in host country. Tour operators receive clients and guests and handle all their
arrangements. If a person travels from one country to another country for tourism then it is an
inbound tourist.

2. Outbound Tour Operators

They promote tour packages for foreign destinations like business tour or leisure tour, known as
outbound tour operators. They arrange all the tour package and details of a person leaving the
host country and going outside of the country for any traveling purpose.

3. Domestic Tour Operators

Domestic tourism refers to travel within a country by visitors who are also citizens of that
country. Domestic tourism refers to the actions of inhabitants of a certain country who travel to
and stay in locations within their own country.

63
 Tourism Management

4. Ground operators
Ground tour operators operate domestically. They are however different from domestic tour
operators, in that they organize tour for incoming tourist on behalf of an inbound tour operators.
These ground-tour operators are those who organize tour arrangements for incoming tourists on
behalf of overseas operators. When a tour operator is outside of a county and books a trip or a
complete tour package for a traveler going somewhere else. Then comes the ground operator
who takes charge of the overseas operator. It is then, the ground operators who handle the
incoming travelers in the same season but at different places making sure that the entire
operation is according to the agreement.

Functions of Tour Operations

A tour operator is a person who works for an organization or owns one and is responsible for the
arrangement of a trip of a traveler to any tourist destination. A tour operator is responsible for
providing vacation spots and arranging it by contacting the traveler and the accommodation and
airline facilities provider, booking different hotels, transportation, restaurants, and other
sightseeing arrangements. The tour operator works in 3 major functions which we are going to
discuss below.

1. Pre-Tour Operation
Pre-tour operation means all the arrangements of a traveler before the trip. It is the most
important function of the tour operator which help in planning a tour. A tour operator make a
planned tour as per tourist destinations, also called Itinerary, which contains the details of the
origin and the destination point along with all the shopping malls and restaurant details. Security
measure are also considered before starting a journey.

2. Tour Execution
It is a phase where the traveler is ready to go on a trip which is arranged by the tour operator or
its organization. A tour operator assembles all the details and travel packages combining every
facility and making a final product out of it. Then it is handed over to the traveler for starting of
trips towards the destinations.

3. Post-Tour Phase
At the end of the tour, the tourists pack up everything before the departure, hoping they enjoyed
the tour/experience. Taking pictures at such attraction sites like beach, art museum or any
attractive amusement park is very common for the travelers to keep a memory of that trip.

64
 Tourism Management

Managing Tour Operations Effectively

It's critical in the travel industry to sell the
proper trip/package to the right people. Agents
play a significant role in assisting customers in
achieving the objectives. There are a few
methods for effectively managing tour
operations.

• To communicate clearly with the agents

and the customers is critical.
• To operate an efficient manner by
controlling and customizing the
bookings and check on updated rates
and be aware of the current market trends.
• A tour operator is in charge of planning and organizing a tourist's trip so that he will
know about each and every aspects of the trip/tour.

Other responsibilities of a tour operator vary according to the job specific. However, the
following are the main responsibilities, which cover the whole job concerning the specific duty
towards trip/destinations

• Collect relevant data of tourists

• Visiting resorts, guest houses to ascertain accommodation quality and availability
• Liaising with transport providers
• Using market research information to guide tourists
• Product brochures and internet-based information to tourists

65
 Tourism Management

SUMMARY
Tour operators are businesses that combine multiple travel services such as transportation,
accommodation, food, etc. The tourism industry is related to a broad range of sectors including
hotels, restaurants, and attraction sites. The main components of tourism industry are
transportation, accommodation, travel agents, tour operators, and tour guides. There are four
types of tour operators; inbound, outbound, domestic, and ground tour operators.

Practical Activities

1. Prepare a checklist for a planned tour to northern areas.

2. Prepare a domestic itinerary.

EXERCISES

Choose the most suitable option.

1. The _______________ of tourism industry are defined as integral part of tourism.

a) elements b) components c) functions d) nature

2. Lodging means _______________________.

a) temporary accommodation c) mode of transportation
b) moving from one place to another d) experience different places

3. Restaurants and dining places are included in the _________________ services.

a) food traveling c) food and beverage
b) accommodation d) transportation

4. There are _____ types of tour operators

a) 2 b) 3 c) 4 d) 5

5. Those who organize tour arrangements for incoming tourists on behalf of overseas
operators are called _______________________.
a) inbound operators c) domestic operators
b) outbound operators d) ground operators

6. All the arrangements of a traveler before the trip is called ___________________.

a) post-tour phase c) tour execution
b) pre-tour operation d) tour operation

66
 Tourism Management

7. The water transport used for tourism is called _________________.

a) yatch b) cruise c) boat d) ship

8. A tourist who travels within the boundary of a country is called a __________ tourist.
a) inbound c) domestic
b) outbound d) international

9. The code a passenger gets when booked an airline ticket is called ________________.
a) PRN b) PNR c) NPR d) PPR

10. Operators that promote tour packages for foreign destinations are known as
_______________ tour operators.
a) outbound c) foreign bound
b) inbound d) ground bound
Write short answers to the following questions.
1. Define the components of tourism industry.
2. What is the role of accommodation in the tourism industry?
3. Define attraction sites.
4. What are the types of operators?
5. Define inbound tour operator.
6. What is post-tour phase?

Give detailed answers to the following questions.

1. Explain the relation between tourism components.
2. Write down the role of tour operators in traveling operations.
3. Explain the functions of tour operations.
4. Explain the process of managing a tour effectively.

67
 Tourism Management

Chapter 8 Tour Planning

Students Learning Outcomes

After studying this chapter you will be able to:

• understand tour itinerary.

• learn how to collect visitors’ requirements for the specific tour.
• inderstand the stages of trip planning process.
• learn how to calculate the tour cost (accommodation, transportation and guide fee).
• identify alternative measure to a critical situation.
• learn first aid.
• identify nearest medical facilities.

68
 Tourism Management

Tour Itinerary
A tour itinerary is defined as a planned journey that shows the
route and places that a traveler would visit. It is a planned
schedule or a timetable produced by a tour guide that is
included in the package when arranging travel for the tourist.
It is designed on a day-to-day basis of a journey in which all
the details like accommodation, mode of transport,
entertainment activities, and other services offered during a
visitor’s tour are included.

8.1 Trip Planning Process

Tour planning is a process in which everything is put in order according to the requirements of a
traveler. There are 7 stages of tour planning process.

1. Awareness
The awareness stage includes when you first learn about a destination. You may have heard
about a new place before from a family member or a friend. This type of knowledge of a
particular place attracts and creates an awareness and increases the level of interest in a tourist’s
mind.

2. Research
A traveler looks at various platforms for information on tourist attractions, multi-cuisine
restaurants, and what other travelers have to say about a location. Before booking a trip, a
traveler must first decide and plan. Doing research on anything linked to a trip before going
gives people confidence.

3. Evaluation
The evaluation process when a booking of traveling destination is confirmed. A traveler review
the safety and security measures, calculate the estimated time of arrival, check for the traveling
expense via metro, cabs, or other transport services, etc.

4. Calculation
As soon as a traveler have done the evaluation work, they start calculating the expense of things
such as the traveling expense through different mode of transportation, the expense of staying in
a hotel, and which area or hotel would be suitable according to the allocated budget.

5. Scheduling
This is when a traveler look for the best time to visit the specific tour destination. Whether it is
more suitable to visit in winter season or in summers, is it going to be rainy or cloudy, is it going
to be crowded or not, etc.

69
 Tourism Management

6. Booking
Once scheduling is set the next process is booking the trip that includes, arranging flight tickets,
booking a hotel room, and arranging the transportation throughout the trip from picking up from
the airport to dropping off to the hotel and the day to day transportation for sightseeing, etc.

7. Closing Stage
When the booking and all the arrangement is in place make time to go-through all the stages
again. Make sure all the required documents have been kept and all the essentials are stored in a
traveling bag. Confirm the flight departure and the booking of a hotel room.

8.2 Calculating Tour Cost

Tour Cost refers to the price/cost of the tour as stated in the booking form/brochures/ brochures /
online, as well as any additional payments made by the client to the Company such as taxes,
surcharges, etc. A travel agent and tourist organizer determine the cost of a tour package. It
includes arrangements for travel, lodging, transportation, and other amenities and services for
tourists. However, the purchase price of a travel product is determined by three factors: cost,
competitiveness, and demand. Every tour package offered by a vendor has a measurable cost. To
generate a profit, the price paid by tourists must be more than the cost of the operator. Following
is the example of calculating the cost of a trip for a single day

Travel budgeting and cost for 1 day

What are the expenses?
Description Type Quantity Cost Amount
Flights Transportation 2 20,000/- 40,000/-
Taxi or Bus Transportation 2 1500/- 3000/-
Accommodation Lodging 2 10,000/- 20,000/-
Tour Guide Fee Service Charges 1 8,000/- 8,000/-
Dinner Food 4 6,500/- 7,000/-
-
-

Total Expense = PKR 78,000/-

This is an example cost sheet of how to calculate the cost of the tour using the total cost divided
by the total number of persons traveling. The worksheet is set up and makes it easy to enter the

70
 Tourism Management

travel expenses for the next trip. The total expense of tour is the total cost that will cover
everything from departure to arrival. If the total expense is 78000/- PKR then a traveler should
keep the budget approx. around 85k PKR - 90k PKR so that if there is any unexpected or extra
expense then the backup amount will cover that expense.

8.3 Traveling Safety Measures

Safety precautions begin with taking care of one's health before departing on a journey. It
includes not carrying a large weigh bag, which might result in back discomfort, bruising, and
other injuries. When flying to another country, the most significant safety worry is road travel
incidents. Pedestrians should exercise extreme caution when crossing roads in both directions.

Getting a good rest on a plane is difficult, as many trip times conflict with the sleeping routine.
It's critical to understand the consequences of a shortened sleep schedule and how it affects the
mind and body. Traveling can increase the danger of personal health concerns, therefore it's
crucial to be aware of the risks. Before going on a trip, you should take the necessary
preparations. Make sure to have all the medications along the trip.

Make sure to bring a basic first aid kit in case you need it when hiking/trekking or surfing in the
ocean. All of these precautions are necessary to decrease the risk of damage or accident, which
could result in developing a health problem while away from home.

Health risks associated with recreational activities such as swimming or enjoying the water can
be reduced by taking a few basic precautions. Drowning occurs when a person is caught in a tide
or a large wave, causing catastrophic brain and bodily damage. Adopt safe behavior and, if
necessary, take safety precautions such as wearing life jackets.

8.4 First Aid Kit

A first aid kit is an essential piece of equipment while traveling to any part of the world. First
Aid is the emergency treatment of illness or injury in order to maintain life, relieve pain, and
keep the patient's condition from
worsening until expert medical care
arrives. Here are a few things you
can pack in a first aid kit with you
before you travel.

Plasters (bandages) are the basic

and most common first aid tool to
keep it with you. The most
common form of minor injury is a
cut, so it is always a good idea to

71
 Tourism Management

carry a bunch of bandages in different sizes if possible, especially if you think you will be doing
a lot of trekking on a trip and you aren’t used to that type of
exercise.

Crepe bandages are used when you have something a bit

bigger than a cut, normal crepe bandages are useful for
keeping small dressings clean and in place.

Surgical tape is one of the most essential emergency item for

when you need to apply and secure gauze (also called bandage roll
or a dressing) to a wound or injury.

Small scissors comes along with a complete medical

kit or you can buy them separately. They are useful for
trimming gauze or bandages to fit the requirement of
its size. Be careful to pack it somewhere safe in your
traveling bag so that it doesn’t damage any of your
other things.

Antiseptic wipes are so important yet people tend to

leave it out of the first aid box. They are essential
because no one want a cut or a wound to get infected
and antiseptic wipes are perfect for cleaning it before applying a dressing or a bandage.

Pain relief medication include keeping a

small pack of basic tablets (paracetamol) or
any other medicines which you regularly
take along with your diet for your normal
pain relief.

For any injury or illness that requires more

than a bandage or a tablet and cannot be
treated by firs aid kit, you should seek
immediate professional medical help.

72
 Tourism Management

SUMMARY
A tour itinerary is a planned journey that shows different places a traveler must visit. Itinerary is
an arranged schedule that is created by a tour guide. A tour planning involves a process to put
things in order. It is important to take safety measures before traveling from one place to another.
Keeping a first aid kit, and other bandages are important for traveling safely.

Practical Actvities

1. Have a basic first-aid kit training under expert supervision.

2. Visit tour operator’s office and observe their operation.
3. Book suitable tour itinerary.
4. Make a costing sheet for 7 days of tour of a single person.

EXERCISES

Choose the most suitable option.

1. A tour itinerary is a ____________ journey.

a) unplanned b) lengthy c) planned d) short

2. A trip planning process involve _____ stages.

a) 3 b) 5 c) 7 d) 9

3. Gathering information of hotels, restaurants, and other facilities before traveling is called
a) awareness c) evaluation
b) research d) calculation

4. When all the preparation has been done before traveling, that phase is called _________
a) awareness stage c) closing stage
b) research stage d) booked stage

5. Calculating the expenses of a trip by estimation is called _______________.

a) tour expense c) tour fare
b) tour price d) tour cost

6. ______________ should exercise extreme caution while crossing roads in both direction.
a) Pedestrians c) Travel agents
b) Drivers d) Tour guides

7. __________ is an emergency treatment of any injury while on a trip.

a) First aid kit b) Medicine c) Injections d) Water

73
 Tourism Management

8. _______________ is used on a much bigger cut or injury.

a) Plaster c) Needles
b) Crepe bandage d) Surgical tape

9. ________________ is one of the most essential item in need of a wound or an injury.

a) Plaster c) Bandage
b) Surgical tape d) Scissors

10. _______________ are good for cleaning a wound.

a) Towels c) Antiseptic wipes
b) Plastic d) Wet wipes
Write short answers to the following questions.
1. Define tour itinerary.
2. What is a trip planning process?
3. Why is research important before traveling?
4. What happens in a closing stage of trip planning process?
5. What is a tour cost?
6. What is the importance of first-aid kit?

Give detailed answers to the following questions.

1. Explain the importance of crepe bandage and antiseptic wipes.
2. Describe the safety measures while traveling.
3. Make a travel budget and calculate a tour cost of a trip to Hunza.
4. Write down the stages of a trip planning process.

74
 Tourism Management

GLOSSARY
15/5 Rule When a guest is within 15 feet their presence should be
acknowledged. Similarly, when a guest is within 5 feet they
should be greeted in an appropriate manner
A la Cart According to a menu or list that prices items separately
Accommodation A group of rooms or building in which someone may live or stay
Administrative Relating to the running of a business, organization, etc.
Advertising A promotion of a product, brand or service to a viewer ship in
order to attract interest and sales
Advisory Relating to give advice
Amenities Something that helps to provide comfort, convenience, or
enjoyment
Analysis Detailed examination of the elements or structure of something
Ancillary Providing necessary support to the primary activities or operation
of an organization
Antiseptic Wipes Wipes that are vital in cleansing wounds and the surrounding
areas to properly care for an injury so that the healing process can
begin
Appraisal A formal assessment, typically in an interview, of the
performance of an employee over a particular period
Assemble To bring together as in a particular place or for a particular
purpose
Behavioral Change A temporary of permanent effect that is considered a change in an
individual’s behavior when compared to previous behavior
Beverages Any liquid especially one other than water, as tea, coffee, beer or
milk
Booking To make a reservation. An engagement or scheduled performance
Brand Awareness The level of consumer recognition and association towards the
product or service
Buffett A meal consisting of several dishes from which guests serve
themselves
Calculation The process or an act of calculating or analyzing something
Campaign An organized course of action to achieve a goal
Catering The provision of food and drink at a social event or other
gathering
Climate The description of the long term pattern of weather in a particular
area
Competitors An organization that is engaged in commercial or economic
competition with others
Components A functionally independent part of any system
Condiments A substance such as salt, mustard, or pickle that is used to add
flavor to food
Conservation The act of protecting earth’s natural resources for current and
future generations

75
 Tourism Management

Consumer Behavior The study of individuals, groups or organizations and all the
activities associated with the purchase, use and disposal of goods
and services
Consumers A person who buys and uses a goods
Cooking The practice or skill of preparing food by combining, mixing, and
heating ingredients
Corporate Relating to a large company of group
Cost The amount of money that a company spends on the creation or
production of goods or services
Crepe Thin clothes with a surface that has wrinkles
Crockery Plates, dishes, cups and other similar items especially once made
of China
Cuisine A style or method of cooking, especially as characteristic of a
particular country, region or establishment
Culinary Relating to the kitchen or cookery
Culinary Destination Tourism experience in which a traveler learns about, and indulges
in food and drink that reflects the local cuisine, heritage, or
culture of the place
Culture Tourism The act of travelers visiting particular destinations in order to
experience and learn about a particular culture
Cutlery Knives, forks, and spoons used for eating or serving food.
Cutting utensils
Deep Fry To fry food in a deep pan in which the food is completely
covered by oil
Dishes Food that is prepared in a particular style or combination
Diversity Condition of having or being composed of differing elements
Eager Strongly wanting to do or have something
Ecology The study of the relationships between living organisms,
including humans, and their physical environment
Embrace Accept a theory or change willingly and enthusiastically
Evaluating Form an idea of the amount, number, or value of : assess
Evaluation A process that critically examines a program or any individual
Family Style A way of serving food as in boarding houses and some
restaurants, in which the people at the table help themselves from
large dishes passed around from hand to hand
Feed Back The evaluation of information about an action, event or process to
the original or controlling source
Fine-Dine A restaurant experience that is typically more sophisticated,
unique, and expensive
First Aid Kit A set of material and tools used for giving emergency treatment
to a sick or injured person
Food Service The preparation, delivery, serving, etc., of ready to eat food
Food Tourism The act of traveling for a taste of place in order to get a sense of
place
Fosters Encourage the development of something desirable

76
 Tourism Management

Funds Provision Funds put a side by a company to cover anticipated losses in the
future
GDP Gross Domestic Product
Geographical Factor The study of the natural features of the earth surface, including
climate, soil, vegetation etc.
Glass Ware Ornaments and articles made from glass such as bowls, drinking
containers, etc.
Global Relating to or encompassing the whole of something, or of a
group of things
Hill Walking The activity of walking for treasure and entertainment in areas
with a lot of hills
Historical Sites It is an official locations where pieces of political, military,
cultural, or social history have been preserved due to their
cultural heritage value
Host A person who receives or entertain guests
Human Resources The department within a business that is responsible for all things
worker related
ICC International Cricket Council
Infrastructure Physical and organizational structures and facilities needed for
the operation of a society or enterprise
International Sports It refers to sports when the participants represent at least two
countries
IOC International Olympics Committee
Itinerary A travel document recording a route or journey
Law A rule defining correct procedure or behavior
License An official document which gives you permission to do, use, or
own something
Lids A removable or hinged cover for the top of a container
Linen Object such as sheets or clothes made or originally made of linen
especially used in restaurants
Lodging A temporary place to stay a lodging for the night
Logistics A process of planning and executing the efficient transportation
and storage of goods from the point of origin
Man-made-Attractions Attractions created by the hands of people for tourism purposes
Market Research The process of determining the viability of a new service or
product through research conducted directly with potential
costumers
Market Segmentation The practice of dividing the target market into approachable
groups
Marketing Goals The advertising strategy that a business implement to sell its
product or services
Meals An act or the time of eating a portion of food to satisfy appetite
Metrics Measures of quantitative assessment commonly used for
comparing and tracking performance or production
Mountaineering The sport or activity of climbing mountains

77
 Tourism Management

Museums A non-profit, permanent institution in the service of society and

its development, open to the public, which acquires, conserves
and exhibits the tangible and in-tangible heritage of humanity and
its environment for the purposes of education, study and
enjoyment
National Sports A sports or game that was invented and firstly played by citizens
of the same country or nation
Natural Attractions Features which appeal to tourists because of the nature of the
landform or the beauty of the land scape
Niche A comfortable or suitable position in life or employment
Nightlife The activity of or entertainment provided for pleasure seekers at
night
Nutrition The process of providing or obtaining the food necessary for
health and growth
Obligation The condition of being morally or legally bound to do something
Origin The rise or beginning from a source
Out Bound Traveler The act of leaving your home country to travel internationally for
not more than one consecutive year
PCB Pakistan Cricket Board
Perishable Liable to spoil or decay such products as fruits, vegetables, etc
Physical Evidence Any object, document, record or other thing of physical
substance which is or is about to be produced or used as evidence
Plating It refers to the art of arranging, decorating, and presenting food in
a way that improves its aesthetic appeal to the dinner when
served
Platter A large flat dish or plate for serving food
Positioning Portray or regard as a particular type of a brand or an
organization
Preparation The action or process of preparing or being prepared for use or
consideration
Presentation The giving of something to someone, especially as part of a
formal ceremony
Products A thing or person that is the result of an action or process
Prominent Important: famous
Prosperity Being successful or thriving
Psychology The scientific study of the mind and behavior
Purpose-Built Designed and constructed to serve a particular purpose
Quarantine A state, period, or place of isolation
Quick Service A restaurant in which the focus is on providing customers with
food as quickly and efficiently as possible
Rafting The act, sports of travelling on a river or other body of water in a
usually inflatable raft
Regeneration The natural process of replacing or restoring damaged or missing
cells, tissues and organs
Research The creation of new knowledge and/or the use of existing

78
 Tourism Management

knowledge in a new and creative way so as to generate new

concepts, methodologies and understandings
Roasted To cook by exposing to dry heat or by surrounding with hot
embers, sand or stones
Safety Measures A measure taken to increase or ensure safety or protection from
danger
Sales Forecasting The process of estimating future revenue by predicting the
amount of product or services
Salt and Pepper Shaker Holders used in western culture that are designed to allow dinners
to distribute grains of addable salt and pepper
Scheduling The process of arranging, controlling and optimizing work
SDGs Sustainable Development Goals
Sea Food Any form of sea life regarded as food by humans
Seasoning Salt, herbs or spices edit to food to enhance the flavor
Service Ware All containers, plates, cups, napkins and other like items that are
designed for one time use for prepared foods
Serving A quantity of food suitable for or served to one person
Site Seeing The activity of visiting places of interest in a particular location
Social Factor Things that affect someone’s life style. It include wealth, religion,
buying habits, education level, family size and population
Soup Plate A deep plate usually having a wide rim and used for serving food
Sports Tourism It refers to travel which involves either observing or participating
in a sporting event which staying apart from the tourist’s usual
environment
Squash A racquet sport played by two players in a four walled court with
a small, hollow rubber ball
Strategies A carefully developed plan or method for achieving a goal or a
skill
Surgical Tape A type of pressure sensitive tape used in medicine and first aid to
hold a bandage or other dressing onto a wound
Table Ware Crockery, cutlery and glass ware used for serving and eating
meals at a table
Target Marketing A specific group of people with shared characteristics that a
business markets its products or services to
Tour Guide A person who takes people on trips through an area and explains
the interesting details about it
Tour Itinerary The route of a journey or tour or the proposed outline
Tour Operators Businesses that combine two or more travel services (example,
transport, accommodation, meals, entertainment, site seeing) and
sell them through travel agencies or directly to customers
Tourism Destination A populated area that contains natural, cultural, historical or other
landmarks of importance for tourism
Tourism Management It is the oversight of all activities related to the tourism industry
Tourism Marketing A marketing strategy that uses specific marketing plan and
techniques to promote tourists products and services

79
 Tourism Management

Traditional Deserts A usually course or dish of a specific tradition

Traditional Dishes Food and dishes that are passed on through generations or which
have been consumed for many generations
Traditional Tourism Depart from some random airport or bus station and begin your
vacation
Transaction An instance of buying or selling something
Transportation The action of transporting someone or something or the process
of being transported from one place to another place
Travel Budget Travel that is cost-conscious and price aware
Trip A journey or excursion especially for recreation activities or other
purposes
Turn over The amount of money taken by a business in a particular period
UNWTO United Nation World Tourism Organization
Utensils A tool or container especially for household use
Wimbledon The championship, Wimbledon, commonly known as Tennis is
the oldest tournament in the world

80
 ABOUT THE AUTHOR

Abdul Moiz Imran

With vast experience in different fields of hospitality institutes and the tourism industry as an
hotelier and trainer, Mr. Abdul Moiz Imran has been providing services in hospitality and
tourism industry for the last 8 years and counting. He is a graduate of COTHM and associated
with SKILLSTON Institute as well as COTHM as a senior trainer in hospitality and tourism. By
the grace of Allah and the prayers of his beloved parents, he was able to work with many
International Hotel Chains including Karachi Marriott Hotel and Ramada Plaza Karachi and has
been serving as a Senior Trainer of Hospitality and Tourism Management in one of the top
hospitality institutes in Pakistan. His Graduation Degree in Hospitality and Tourism
Management from one of the pioneer and leading hospitality institutes in Karachi, Pakistan lent
him the experience and exposure of training and building the next generation of hoteliers and
tourism experts. At such young age, he is passionate and highly motivated to change the
perspective of the hospitality and tourism industry of Pakistan in a more positive way, building
and encouraging the next generation to take on the challenge of evolving and shaping the
hospitality and tourism industry of Pakistan in a much better way in coming years on an
international level.

81
National Vocational & Technical Training Commission (NAVTTC)
Plot No.38, Sector H-9/4, Kirthar Road, Islamabad.
Tel: +92-51-9207518
Website: www.navttc.gov.pk