Description
‘operations management is the day-to-day management of the site. It is about marshalling the attraction’s resources, notably the staff and physical equipment such as machinery, to provide a satisfactory service for the customer and an acceptable rate of return on the use of these resources. The goal of operations management at attractions is the smooth and efficient operation of the site. … In a sense it could be said that everyone on site is involved in operations management as, in a service activity, everyone is part of the operation. Furthermore, the activities of financial, human resources and marketing managers also have an effect on how the site operates.’
(Swarbrooke, 2002)
TOURISM
PETER ROBINSON MICHAEL LÜCK STEPHEN L. J. SMITH
Operations Management in
Tourism
11
Learning Objective
!
T" #n$ertan$ an$ $e%ine "&erati"n
'anage'ent
!
T" intr"$#ce "&erati"n 'anage'ent
c"nce&t an$ t(e"rie
!
)"&erati"n 'anage'ent i t(e $a*+t"+$a*
'anage'ent "% t(e ite. It i ab"#t 'ar(a,,ing t(e
attracti"n- re"#rce. n"tab,* t(e ta%% an$ &(*ica,
e/#i&'ent #c( a 'ac(iner*. t" &r"vi$e a
ati%act"r* ervice %"r t(e c#t"'er an$ an
acce&tab,e rate "% ret#rn "n t(e #e "% t(ee
re"#rce. T(e g"a, "% "&erati"n 'anage'ent at
attracti"n i t(e '""t( an$ e%%icient "&erati"n "%
t(e ite. 0 In a ene it c"#,$ be ai$ t(at ever*"ne
"n ite i inv",ve$ in "&erati"n 'anage'ent a. in
a ervice activit*. ever*"ne i &art "% t(e "&erati"n.
1#rt(er'"re. t(e activitie "% %inancia,. (#'an
re"#rce an$ 'ar2eting 'anager a," (ave an
e%%ect "n ("3 t(e ite "&erate.-
4S3arbr""2e. 56657
Definition
! Pr"$#ct $eve,"&'ent
! 8eign "% t(e ven#e an$ ervice
! Manage'ent "% c#t"'er
! Organi9ati"n an$ training "% ta%%
! Manage'ent "% b#i,$ing an$ e/#i&'ent
! Manage'ent an$ '"nit"ring "% /#a,it* i#e
! Matc(ing "% #&&,* an$ $e'an$
! Mea#ring c#t"'er- ati%acti"n ,eve,
! Crii 'anage'ent
! Reven#e an$ &ricing 'anage'ent
! Ri2 'anage'ent
! Manage'ent "% "&erating *te'. e.g. t"c2 c"ntr", an$ "r$ering
! 1"recating an$ &,anning
4A$a&te$ %r"' McMa("n+Beattie an$ S(ar&,e. 566:. &. 5;7
Operations
Management Activities
!
C(""e a b#ine "% *"#r c("ice in
t(e ("&ita,it* "r t"#ri' ect"r
!
7
apacity Management
!
Leve, ca&acit*
B Set &r"ceing ca&acit* at a #ni%"r' ,eve,
t(r"#g("#t t(e &,anning &eri"$ regar$,e "%
%,#ct#ati"n 4##a,,* t" 'eet )average- $e'an$7
B Invent"r* #e$ t" ab"rb variati"n
apacity Management
!
Matc(e "#t&#t t" $e'an$ ,eve, "ver ti'e.
!
Ca&acit* i a$j#te$ b* 'an&"3er &,anning
&",icie #c( a c(anging t(e n#'ber "% ta%%.
'"re &art ti'e. ea"na, ta%%. "verti'e
3"r2ing. #bc"ntracting etc.
e.g. %at %""$ "#t,et
%ase Deman# !lan
!
Staggere$ 3"r2 (i%t c(e$#,e
B C"ntr#ct 3"r2 (i%t t" 'atc( $e'an$ &ea2
!
Part ti'e ta%%
B Tra$e "%% t(r"#g( a$$iti"na, e'&,"*'ent c"t
!
S#bc"ntract"r
B O#ti$e "#rce agencie B $ia$vantageK
!
M#,ti+2i,,e$ %,"ating ta%%
B M"vab,e ca&acit* B a$$iti"na, training c"t
!
C#t"'er e,% ervice
B Service ca&acit* arrive 3(en $e'an$ $"e
%ase Deman# Strategies
!
T(i a&&r"ac( atte'&t t" c(ange $e'an$ t"
%it ca&acit*
B e.g. tran%er c#t"'er $e'an$ %r"' &ea2 t" /#iet
&eri"$
B Ac(ieve$ t(r"#g(I a,tering t(e 'ar2eting 'iA
Deman# Management
!
Lar*ing t(e &rice
B 8ic"#nt at ,"3 $e'an$ ti'e
!
A$vertiing
B Ue$ t" increae a,e
!
A,ternative &r"$#ct $#ring ,"3 $e'an$
B T"#rit ven#e %ire3"r2 $i&,a*Jcar", ervice
!
A&&"int'ent *te'
B Ue$ t" '""t( $e'an$
Deman# Management
Strategies
!
)Reven#e 'anage'ent 4RM7 "r *ie,$
'anage'ent 'arrie t(e i#e "% #&&,*
$e'an$ an$ &rice 3(en t(e "rgani9ati"n i
c"ntraine$ b* ca&acit*-
!
)...%in$ing t(e "&ti'#' &rice %"r t(e ,ei#re
eA&erience at a &eci%ic ti'e &eri"$ i a
c(a,,enge %"r t(e ,ei#re 'anager-
4McMa("n+Beattie. 566:. &&. ?>:B?>>7
W%at is &evenue
Management'
!
T(i &a* &artic#,ar attenti"n t" inc"'e
generati"n %"r t(e "rgani9ati"n an$ ("#,$ be
bae$ ar"#n$
B Ti'e "% #e
B Lengt( "% #e
B Categ"r* "% #er
B Avai,abi,it* "% &are ca&acit*
B I'&act "n re"#rce
B Sc"&e t" $eve,"& a$$iti"na, inc"'e trea'
B Sc"&e t" increae ec"n$ar* &en$
4A$a&te$ %r"' R"bin"n. 566;. &. HH7
&evenue Management
!
‘operations management is the day-to-day management of the site. It is about marshalling the attraction’s resources, notably the staff and physical equipment such as machinery, to provide a satisfactory service for the customer and an acceptable rate of return on the use of these resources. The goal of operations management at attractions is the smooth and efficient operation of the site. … In a sense it could be said that everyone on site is involved in operations management as, in a service activity, everyone is part of the operation. Furthermore, the activities of financial, human resources and marketing managers also have an effect on how the site operates.’
(Swarbrooke, 2002)
TOURISM
PETER ROBINSON MICHAEL LÜCK STEPHEN L. J. SMITH
Operations Management in
Tourism
11
Learning Objective
!
T" #n$ertan$ an$ $e%ine "&erati"n
'anage'ent
!
T" intr"$#ce "&erati"n 'anage'ent
c"nce&t an$ t(e"rie
!
)"&erati"n 'anage'ent i t(e $a*+t"+$a*
'anage'ent "% t(e ite. It i ab"#t 'ar(a,,ing t(e
attracti"n- re"#rce. n"tab,* t(e ta%% an$ &(*ica,
e/#i&'ent #c( a 'ac(iner*. t" &r"vi$e a
ati%act"r* ervice %"r t(e c#t"'er an$ an
acce&tab,e rate "% ret#rn "n t(e #e "% t(ee
re"#rce. T(e g"a, "% "&erati"n 'anage'ent at
attracti"n i t(e '""t( an$ e%%icient "&erati"n "%
t(e ite. 0 In a ene it c"#,$ be ai$ t(at ever*"ne
"n ite i inv",ve$ in "&erati"n 'anage'ent a. in
a ervice activit*. ever*"ne i &art "% t(e "&erati"n.
1#rt(er'"re. t(e activitie "% %inancia,. (#'an
re"#rce an$ 'ar2eting 'anager a," (ave an
e%%ect "n ("3 t(e ite "&erate.-
4S3arbr""2e. 56657
Definition
! Pr"$#ct $eve,"&'ent
! 8eign "% t(e ven#e an$ ervice
! Manage'ent "% c#t"'er
! Organi9ati"n an$ training "% ta%%
! Manage'ent "% b#i,$ing an$ e/#i&'ent
! Manage'ent an$ '"nit"ring "% /#a,it* i#e
! Matc(ing "% #&&,* an$ $e'an$
! Mea#ring c#t"'er- ati%acti"n ,eve,
! Crii 'anage'ent
! Reven#e an$ &ricing 'anage'ent
! Ri2 'anage'ent
! Manage'ent "% "&erating *te'. e.g. t"c2 c"ntr", an$ "r$ering
! 1"recating an$ &,anning
4A$a&te$ %r"' McMa("n+Beattie an$ S(ar&,e. 566:. &. 5;7
Operations
Management Activities
!
C(""e a b#ine "% *"#r c("ice in
t(e ("&ita,it* "r t"#ri' ect"r
!
7
apacity Management
!
Leve, ca&acit*
B Set &r"ceing ca&acit* at a #ni%"r' ,eve,
t(r"#g("#t t(e &,anning &eri"$ regar$,e "%
%,#ct#ati"n 4##a,,* t" 'eet )average- $e'an$7
B Invent"r* #e$ t" ab"rb variati"n
apacity Management
!
Matc(e "#t&#t t" $e'an$ ,eve, "ver ti'e.
!
Ca&acit* i a$j#te$ b* 'an&"3er &,anning
&",icie #c( a c(anging t(e n#'ber "% ta%%.
'"re &art ti'e. ea"na, ta%%. "verti'e
3"r2ing. #bc"ntracting etc.
e.g. %at %""$ "#t,et
%ase Deman# !lan
!
Staggere$ 3"r2 (i%t c(e$#,e
B C"ntr#ct 3"r2 (i%t t" 'atc( $e'an$ &ea2
!
Part ti'e ta%%
B Tra$e "%% t(r"#g( a$$iti"na, e'&,"*'ent c"t
!
S#bc"ntract"r
B O#ti$e "#rce agencie B $ia$vantageK
!
M#,ti+2i,,e$ %,"ating ta%%
B M"vab,e ca&acit* B a$$iti"na, training c"t
!
C#t"'er e,% ervice
B Service ca&acit* arrive 3(en $e'an$ $"e
%ase Deman# Strategies
!
T(i a&&r"ac( atte'&t t" c(ange $e'an$ t"
%it ca&acit*
B e.g. tran%er c#t"'er $e'an$ %r"' &ea2 t" /#iet
&eri"$
B Ac(ieve$ t(r"#g(I a,tering t(e 'ar2eting 'iA
Deman# Management
!
Lar*ing t(e &rice
B 8ic"#nt at ,"3 $e'an$ ti'e
!
A$vertiing
B Ue$ t" increae a,e
!
A,ternative &r"$#ct $#ring ,"3 $e'an$
B T"#rit ven#e %ire3"r2 $i&,a*Jcar", ervice
!
A&&"int'ent *te'
B Ue$ t" '""t( $e'an$
Deman# Management
Strategies
!
)Reven#e 'anage'ent 4RM7 "r *ie,$
'anage'ent 'arrie t(e i#e "% #&&,*
$e'an$ an$ &rice 3(en t(e "rgani9ati"n i
c"ntraine$ b* ca&acit*-
!
)...%in$ing t(e "&ti'#' &rice %"r t(e ,ei#re
eA&erience at a &eci%ic ti'e &eri"$ i a
c(a,,enge %"r t(e ,ei#re 'anager-
4McMa("n+Beattie. 566:. &&. ?>:B?>>7
W%at is &evenue
Management'
!
T(i &a* &artic#,ar attenti"n t" inc"'e
generati"n %"r t(e "rgani9ati"n an$ ("#,$ be
bae$ ar"#n$
B Ti'e "% #e
B Lengt( "% #e
B Categ"r* "% #er
B Avai,abi,it* "% &are ca&acit*
B I'&act "n re"#rce
B Sc"&e t" $eve,"& a$$iti"na, inc"'e trea'
B Sc"&e t" increae ec"n$ar* &en$
4A$a&te$ %r"' R"bin"n. 566;. &. HH7
&evenue Management
!