Tourism: The Business of Travel
- Book Review,
by Roy A. Cook
From the Back Cover
Tourism, the world’s largest industry, continues to grow worldwide. With this growth comes a wealth of opportunities and challenges. In their third edition, Cook, Yale, and Marqua invite you to join them in exploring the many changes that are shaping the future of this exciting industry. Too often, tourism texts have been dry and/or overly focused on travel agencies and transportation modes. Often they are full of facts with little theoretical or macro-issue discussion. As a result, students' enthusiasm soon wanes and their interest in a career in “tourism” diminishes. Through their extensive experiences, Cook, Yale, and Marqua have captured the diverse nature and excitement of this dynamic industry. The third edition of Tourism: The Business of Travel retains the conversational style that made the first two editions successful. But many changes have taken place in the tourism industry. The third edition provides a through overview of the tourism industry and highlights the revolutionary impacts of technological changes on every segment of the industry. As the title suggests, tourism is viewed through the lens of business, focusing on the management, marketing, and financial issues most important to industry members. In addition, the text begins with a comprehensive model of tourism and the book unfolds by considering each piece of the model in succession. All students should find the text enjoyable and educational no matter which part of the industry they find most interesting. The authors designed this book so that it engages students in the learning experience. Its appealing writing style and its hundreds of current industry examples make it the perfect text for students taking their first tourism class as well as anyone who wants to know more about the inner workings of this exciting industry. Based on popular demand, a variety of readings, exercises, and cases have been added to the third edition to augment the expanded content, providing students with even more opportunities to apply their knowledge. Special Features · An integrated model of tourism links all pieces of this multifaceted industry together. · Expanded discussion of the consumer behavior issues of tourism including decision-making and consumer motivations. · Enhanced discussion of the importance of tours, tour operators and meeting planners, and incentive travelers. · Expanded sections on human resources and personal selling. · Special attention is given to the Internet and its impact on the tourism industry. · An added stand-alone appendix on geography. · An expanded exploration of economic analysis and marketing research in a stand-alone appendix. · Ethical/critical thinking dilemmas to generate student discussion. · FYI boxed items providing helpful travel tips and consumer information. · Tourism-In-Action items provide students with in-depth industry examples of chapter content. · Service Quality is accentuated with a complete chapter early in the textbook. · Macro-issues such as social, economic and environmental impacts are highlighted. · All new easy to integrative cases plus end-of-chapter readings and appendices give instructors added opportunities to generate student debate and interest. A complete instructor's supplemental package including a website allows instructors to customize the course to fit their students' needs.
About the Author
Roy A. Cook, D.B.A. (Mississippi State University), is Associate Dean of the School of Business Administration and Professor of Management, Fort Lewis College, Durango, Colorado. He has written a best selling textbook, Tourism: The Business of Travel, now being revised for its third edition, and two other textbooks: Human Resource Management, Meeting 21st Century Challenges and Guide to Business Etiquette. He has authored numerous articles, cases, and papers based on his extensive experience in the hospitality industry and research interests in the areas of tourism, strategy, small business management, human resource management, and communications. Dr. Cook is the Director of Colorado's Center for Tourism Research®, past editor of Annual Advances in Business Cases, and also serves on the editorial boards of Annual Advances in Business Cases, the Business Case Journal, the Journal of Business Strategies, the Journal of Teaching in Travel and Tourism, and the UNLV Gaming Research & Review Journal. He is a member of the Academy of Management, Society for Case Research (past president), and International Society of Travel and Tourism Educators. Dr. Cook teaches courses and consults in Strategic Management, Small Business Management, Tourism and Resort Management, and Human Resource Management. Laura J. (Richardson) Yale, Ph.D., holds B.S. and M.S. degrees in Hotel, Restaurant, and Travel Administration from the University of Massachusetts at Amherst. Subsequent to experience in the restaurant, institutional food service, and entertainment industries, Dr. Yale began teaching at Northern Arizona University. While in Arizona, she was instrumental in developing and directing a regional tourism association and served on the Governor’s Intrastate Tourism Committee. She received her Ph.D. in Marketing from the University of California–Irvine. Dr. Yale is retired from Fort Lewis College, after years of teaching courses and conducting research in Tourism and Resort Management and Services Marketing and Management. She now devotes herself full-time to writing and traveling. Joseph “Jay” Marqua has degrees from the Culinary Institute of America and Fort Lewis College. He is a hospitality and services executive with 20 years experience in operations, finance, and organizational design and development of food and beverage, lodging, resort, and gaming entertainment properties. He currently serves as the managing partner for The Tourism and Hospitality Development Group. The client list for his company has included organizations such as Amtrak, Aramark, the Culinary Institute of America, GWC Gaming, The Sky Ute Lodge and Casino, and SunRay Park and Casino. Mr. Marqua remains an active consultant, speaker, and trainer for hospitality organizations.
Excerpt. © Reprinted by permission. All rights reserved.
The tourism industry is both dynamic and diverse. Most students come to the study of tourism full of enthusiasm and questions. Yet, the textbooks available have been dry and/or overly focused on travel agencies and transportation modes. Often they are full of facts with little theoretical or macro-issue discussion. As a result, students' enthusiasm soon wanes and their interest in careers in “tourism” diminishes. We decided to write a book that would be as interesting and multifaceted as the field itself. Like the two previous editions, the third edition of Tourism: The Business of Travel features a conversational style, making it fun to read, yet providing a thorough overview of the tourism industry, giving balanced coverage to each component part. The role of the travel agent and the importance of transportation modes are included, but not to the omission of significant coverage of other industry issues, such as accommodations, destinations, attractions, and food and beverage operations. As our title suggests, we look at the tourism industry through the lens of business, specifically by considering the management, marketing, and finance issues most important to industry members. In addition, the book starts with a comprehensive model of tourism and unfolds by considering each piece of the model in succession. All students should find the book enjoyable and educational, no matter which facet of the industry they find most interesting. ENHANCEMENTS IN THE THIRD EDITION We have built on the success of the previous editions of Tourism: The Business of Travel and created an even better learning tool in the third edition. We kept and expanded all the features that readers and reviewers said they liked and added topics about which they said they wanted to know more. The impacts of technology on the industry have been integrated throughout the text. Several important improvements are featured in this third edition and in the Instructor's Manual. The most significant modifications include: Service quality is accentuated with a complete chapter early in the textbook. Special attention has been given to the importance of changing technology and its impact on the tourism industry. Expanded discussion of consumer behavior issues concerning tourism, including decision-making and consumer motivations, has been included. Emphasis on the importance of tours, tour operators, meeting planners and incentive travelers has been added with an enhanced discussion. Expanded sections have been included on human resources and personal selling. All new integrative cases plus end-of-chapter readings and appendices were added to give instructors opportunities to generate student debate and interest. WHO SHOULD USE THIS BOOK We designed this third edition of Tourism: The Business of Travel so that it can be tailored to suit a variety of needs. Its engaging writing style and its hundreds of updated industry examples make it the perfect textbook for freshman and sophomore students taking their first tourism class. The thoroughness of content also makes it suitable for a similar course introducing students to the hospitality industry. To meet the advanced critical-thinking needs of junior and senior students, we have augmented the text's basic content with end-of-chapter readings and integrative cases that they can use to apply their knowledge and refine their problem-solving skills. No matter how experienced the instructor or students, we believe this third edition is one that professors can teach with, not simply from. The various text features and teaching supplements allow each instructor to develop the course to fit his or her style and the special needs and learning styles of students. HOW THE TEXT IS ORGANIZED The third edition of Tourism: The Business of Travel introduces students to an integrative model of tourism as a dynamic industry and then unfolds, considering each of the model's components in turn. The first part focuses on the traveling public and tourism promoters, explaining the importance of providing quality service and the critical linking role of travel agents and tour wholesalers provide. Part II familiarizes students with each of the tourism service providers in turn, beginning with transportation and concluding with destinations and resorts. Part III, The Service and Hospitality Environment, elevates students' attention to macro-issues facing the industry, including service quality and the important impacts that tourism can have on host communities and the world. Each chapter of the book is followed by supplementary readings. Three practical application appendices are included to enhance students' professional skills. SPECIAL FEATURES We incorporated many features into the third edition of Tourism: The Business of Travel to make it engaging for both the instructor and the students. Feature: Each chapter opens with learning objectives and a detailed outline. Feature: Each chapter features a real-world vignette that illustrates a major component of the chapter and then is mentioned again within the chapter pages. Feature: All chapters include ethical/critical-thinking dilemmas (termed “You Decide”) that are useful in generating class discussion and encouraging students to practice critical-thinking skills. Each “You Decide” is written to be especially relevant to the chapter in which it appears. Feature: Each chapter includes many tables and figures that help students understand the more abstract concepts and theories presented. Feature: FYI (For Your Information) boxed items are sprinkled throughout the chapters. These items serve as examples of chapter concepts and provide helpful travel tips or useful business information. Feature: Each chapter includes a Tourism in Action topic that provides students with an in-depth industry example of the chapter's content. Feature: Discussion questions at the end of the chapter are based on the learning objectives. Feature: The Applying the Concepts section of each chapter offers professors and students a variety of thought-provoking topics to explore or to use as a blueprint for applying newly acquired knowledge. Feature: A glossary of terms follows each chapter's content, and the index highlights the page on which a term is defined. Feature: The text is full of concepts and examples of organizations which will be familiar to students. Feature: The importance of service quality in the increasingly competitive industry is accentuated by giving it full chapter coverage. Feature: Students are sensitized to the variety of impacts that tourism can have: economic, political, social, and environmental. Feature: Readings follow each chapter, offering the instructor supplemental material and examples for student discussion. Feature: Three appendices highlighting geography, tourism research, and job-seeking skills prepare students for tourism careers. THE INSTRUCTOR'S TOOLKIT To fulfill our goal of making this third edition of Tourism: The Business of Travel customizable for individual instructor needs, we have developed a comprehensive instructor's toolkit of resources. The instructor's manual includes the usual elements—detailed chapter outlines and a test bank—but also includes supplemental lecture material and discussion guides to support the use of the readings and cases provided in the text. In addition, discussion suggestions are offered throughout the chapter outlines to generate student debate on several of the textbook features, such as the You Decide chapter dilemmas. The power of the written word in our text is also supported by a series of videos and a website that both students and professors will find educational and entertaining. ACKNOWLEDGMENTS The number of friends, colleagues, and industry members who helped us in developing and revising this book is far too large to acknowledge individually. To each and every one of them, we offer our heartfelt thanks and appreciation. We want to recognize our colleagues at Fort Lewis College. So many offered support and special aid in producing our textbook. The following members of the FLC community deserve special mention: Thomas Harrington, Dean, School of Business Administration Leonard Atencio Skip Cave James Clay Larry Corman Thomas Eckenrode Jeff Frisbie J. Larry Goff Eric Huggins O.D. Perry Minna Sellers Allyn Talg Terence Tannehill Chuck Tustin Simon Walls Several industry members also came to our aid above and beyond their duties: Sue Trizila, Wyndham Jade Sarah Hargrave, Invent A Session® Lisa Ball, Harrah's Entertainment Corp. Earl Bebo, The Culinary Institute of America (retired) Paul Clarke and Treva Ricou, Vancouver Aquarium Paula Conkling and Jack Musiel, Holland America Cruise Lines Peter Marshall and his staff at the DoubleTree Hotel, Durango, Colorado Tom Little, VIA Rail Canada Inc. R. Michael Thornton, Specialist in Hospitality and Human Resource Management Special thanks go to Gwen Cook for her hours of editing and willingness to help with the final “push.” We are grateful to three photographers who provided the lion's share of the photographs included in the book: Dr. and Mrs. Charles Yale, and Dr. Donald Yale. Finally, we would like to thank those educators who reviewed our text and made it better through their suggestions and constructive criticism: Bharath Josiam, University of North Texas Janet Bear Wolverton, Oregon Institute of Technology Eddie Dry, University of New Mexico Kathy Dunn, Highline Community College Joseph Chen, Virginia Polytechnic Institute and State University Elizabeth Barber, Temple University Leland Nicholls, University of Wisconsin—Stout Paula Kerr, Algonquin College Stephen Hiemstra, Purdue University Terence McDonough, Erie Community College—City Campus Michael Sciarini, Michigan State University Steve Call, Ohio University Ellen Bailey, Los Angeles Community College Patricia Bartholomew, New York City Technical College Ron Bernthal, Sullivan County Community College Katherine Heiligmann, Salem State College Sonya Garwood, Cloud County Community College Donna Morn, Art Institute of Fort Lauderdale Barbara Steffen, Kingsborough Community College Michael A. Freiband, Northern Virginia Community College
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