1.2 Identify and access sources of product information
To perform your job well in any part of the tourism industry, you need to know where to find up‐to‐date information.
Tourism is constantly changing, and so are the products and services that your customers wish to buy or find out about. Providing quality customer service and avoiding any legal problems means knowing how to access relevant, accurate and up‐to‐date information.
There are many reasons why you will need to continually seek to‐up‐date information when you work in the tourism industry. You need up‐to‐date information to:
• Perform your job role competently.
• Provide quality service to customers and colleagues.
• Ensure the satisfaction of customers.
• Improve the products and services offered.
• Meet legal requirements and industry systems and standards.
If you’ve ever travelled internationally or to an unfamiliar destination in Australia, you’ll realise that travellers ask a variety of questions. If you are able to answer these questions, giving accurate and up‐to‐date information, you will successfully influence a number of factors. These include:
• The level of enjoyment experienced by visitors to that destination.
• The willingness of visitors to return to a business or destination again.
• The likelihood of these visitors recommending the business and/or destination to friends and family.
Where can you find information?
There are many and varied sources of tourism information available. A range of information sources is listed here.
The bulk of information will come direct from suppliers of product.
These include accommodation, transport operators, touring companies, venues, attractions and various others. These businesses, ‘product suppliers’ or “principals”, produce brochures, sales kits and manuals giving details of features, benefits and cost of their services. They all have websites and most often with secure agent access offering current prices, availability and a reservation facility.
Newspapers
The news section, articles and travel supplements are the most likely sources of information. A good habit for you to develop is scanning your daily and local newspapers to find references to travel and tourism. Newspapers are excellent sources of current (and often topical and controversial) information.
Magazines
You may already buy magazines regularly, which have travel articles or sections included in them, or perhaps you have browsed through a specialist travel magazine such as Gourmet Traveller. If not, why not do so next time you’re in a newsagency.
DVDs
Often the suppliers of tourism products, such as tour operators or tourism marketing bodies produce DVDs to entice people to use their product or visit their destination.
Television
This includes documentaries, news, and TV travel programs such as Getaway. If you’re interested in travel and tourism, you’re bound to have watched this or similar programs.
Guide books
Some examples are Frommers, Lonely Planet and Michelin guides. You may have noticed that the shelves of bookshops allocated to travel seem to have expanded in size and number over the last five years or so, as the number and variety of guidebooks have increased.
Obtain a copy of a guidebook to a destination you might like to visit and look through the key headings to see the types of information that are available from this source.
Many guide books also have websites such as:
http://www.lonelyplanet.com
http://www.viamichelin.com
The Internet
The Internet is an increasingly important source of information. The challenge is to find information quickly that relates directly to what you need. Most suppliers have their own websites and some give secure access to Travel Agents so they can quickly obtain current prices and availability.
Technology
Technology has played a significant role in changing the behaviour of travellers and their expectations. They are able to access information instantly through their smart phones and internet and choose products and services online that suit their budget, needs and interests. Travel professionals are also able to access this information.
There are a number of websites such as eDreams, Expedia, Webjet, Lastminute.com.au and Wotif.com which allow travellers to search, compare and book accommodation, flights and experiences at reduced costs. Once a search has been entered, the traveller is presented with a range of options within a matter of seconds!
The use of social media tools such as Facebook, Twitter and blogs is widespread by businesses within the industry for marketing their products and services and to communicate with customers. Travellers use social media to share their experiences and provide feedback on their trips. Smart phones apps allow travellers to keep track of flights, weather, currency exchange, or to navigate their way at their destination. Many use websites such as Trip Advisor to research and read product reviews prior to booking and then again to leave their own product reviews when they return.
Tourism organisations and associations
Industry associations and organisations can provide resources and opportunities to assist tourism industry operators with their day-to-day business activities. Industry associations and organisations include:
- AAA Tourism
- Association of Australian Convention Bureau
- Australian Hotels Association
- Australian Tourism Export Council (ATEC)
- Bed & Breakfast, Farmstay and Accommodation Australia Ltd.
- Business Events Australia
- Business Events Council of Australia
- Caravan, RV and Accommodation Industry of Australia
- Destination NSW
- Ecotourism Australia
- Exhibition and Event Association of Australia
- Gay and Lesbian Tourism Australia
- Hotel Motel and Accommodation Association
- Restaurant and Catering Australia
- Tourism Australia
- Tourism Research Australia
- Tourism and Transport Forum
- Wine Australia
The trade press
The trade press refers to the newspapers and magazines published for employees working in the industry and students studying tourism. For example TravelWeekly and Travel Daily. You may wish to subscribe to one or more of these if you wish to stay abreast of what is happening in the industry. These papers are now available online and you can also sign up for daily newsletters.
Personal travel
Yes, we all enjoy travel, and just think about how your own travel experiences add to your knowledge of products and destinations.
Educationals
These are visits by tourism professionals to unfamiliar destinations and site inspections of businesses such as resort or a theme park. Sometimes these are called familiarisations.
Networking
Networking means meeting and talking with colleagues, fellow industry personnel and customers to find out more about the industry.
Industry seminars
You can learn a lot (and network!) by attending conferences and training programs. Some of these sources may be difficult to access if you don’t already work in the tourism industry. However, the notes from many of these can be obtained from libraries.
