Matakuliah : V0162 - Pengantar Industri Hospitality dan
Pariwisata
Tahun
: 2008
Tourism Components and Supply
(Komponen Suplai Pariwisata)
Week 9
Subject
- Supply component (Kategorisasi suplai pariwisata )
- Matching supply with demand (Menyesuaikan suplai
dengan permintaan)
- Peaks and Valleys (Musim Sibuk dan Musim Sepi)
Bina Nusantara
HO@0808
Tourism Components and Supply
Week 9
Objectives:
On completion of this lesson, the students will be
able to:
- Explain the major supply components that any tourist
area must possess
- Define the newer forms of accommodations and
activities preferred by tourists
- Use the mathematical formula to calculate the
number of guest rooms needed for the estimated
future demand.
Bina Nusantara
HO@0808
Tourism Supply Components
Spirit of Hospitality
& Cultural Resources
Natural Resources
and Environment
Built Environment
Bina Nusantara
HO@0808
Operating Sectors
Natural Resources and
Environment
Week 9
• Basic elements in this category
include air and climate, physiography
of the region, landforms, terrain, flora,
fauna, bodies of water, beaches,
natural beauty and water supply for
drinking, sanitation and similar use.
Bina Nusantara
HO@0808
Built Environment
Week 9
• Infrastructure
All underground and surface developmental
construction such as water supply systems, sewage
disposal systems, gas lines, electrical lines,
drainage systems, roads, communication networks
and many commercial facilities.
• Superstructure
Facilities constructed primarily to support visitation
and visitor activities. E.g. airports, railroads, roads,
parking lots, parks, marinas, bus and train station
facilities, resorts, hotels, motels, restaurants,
shopping centers, places of entertainment,
museum, stores and similar structures.
Bina Nusantara
HO@0808
Operating Sectors
Week 9
• Transportation sector  this is a critical
component because nothing happens until
someone leaves home
• Accommodation sector
The accommodation sector such as hotels must
provide the physical facilities, price ranges,
locations and services that meet the
expectations, wants and need of the travelers
• Food service sector
• Attractions
Bina Nusantara
HO@0808
Spirit of Hospitality and Cultural Resources
Week 9
• Culture as the social foundation of the destination which
consists of the language, customs, religions of the
residents of the region, as well as their work and leisurerelated behaviors
• E.g. Welcoming spirit aloha in Hawaii: attitude of the
residents toward visitors are courtesy, friendly, sincere
interest and willingness to serve
• The cultural resources of any area include fine arts,
literature, history, music, dramatic art, dancing, shopping,
sports and other activities.
Bina Nusantara
HO@0808
Activities Tourists Enjoy Most: A Survey on What
European-Bound Travelers Plan to Do
Week 9
Bina Nusantara
Dining at restaurant
86.2%
Shopping
76.9%
Visiting a historical sites
67.5%
Visiting a small town
53.6%
Sight-seeing in a city
51.8%
Touring the countryside
47.0%
Visiting an art gallery/ museum
40.1%
HO@0808
Activities Tourists Enjoy Most: A Survey on
What European-Bound Travelers Plan to Do
Week 9
Bina Nusantara
Visiting a cultural heritage site
38.3%
Visiting a nightclub/ dancing
21.4%
Taking a guided tour
21.0%
Attending a concert/ play
20.2%
Visiting an ethnic heritage site
13.3%
Participating in water sports/ sunbathing
10.7%
Visiting an amusement park
8.1%
HO@0808
Activities Tourists Enjoy Most: A Survey on
What European-Bound Travelers Plan to Do
Week 9
Visiting a national park
6.7%
Taking a cruise
6.4%
Camping/ Hiking
4.9%
Playing golf/ Tennis
4.9%
Visiting a casino
4.8%
Attending a sports event
3.8%
Source: Goldner and Ritchie (2006 : p. 343)
Bina Nusantara
HO@0808
Shopping
Week 9
• Shopping is an important tourist activity. It is an essential
element in tourism supply because it effects the success
of the tourist destination area
• Tourists can be encourages to spend more money on
shopping if displays are high quality, imaginative and
attractive
– Native marketplaces: shopping experience concerns the
local market
– Shops and clerks: they should be amiable and courteous,
salesperson must have sufficient language ability to
conduct conversation with visitors
– Prices and unethical practices
• Prices should be as consistent as possible and in-line with
costs
• Unethical conducts such as deception and selling imitation of
inferior quality product will hurt the tourist trade
Bina Nusantara
HO@0808
Matching Supply with Demand
Week 9
• Formula to calculate the number of hotel rooms required
Room demand per night = No. of tourists x % Staying in hotels x Average length of stay
(100% occupancy)
365 x Average no. persons per room
R=TXPXL
SxN
Bina Nusantara
HO@0808
Matching Supply with Demand
Week 9
R=TXPXL
SxN
Bina Nusantara
R = Room demand per night, at 100% occupancy
T = Number of tourists
P = Percentage staying in hotels
L = Average length of stay
S = Number of days per year open for business
N = Average number of persons per room; total
number of guest nights divided by the number
of guests, during any period of time
O = Hotel occupancy used for estimation; for 70%
occupancy, divide the number of rooms
needed at 100% occupancy by 70%
HO@0808
Matching Supply with Demand
Week 9
T = 1,560,000 visitors
P = 98% staying in hotels
L = 9 days
S = 365 days per year open for business
N = 1.69 persons per room
O = 70% occupancy
R=TXPXL
SxN
R = 1,560,000 x 0.98 x 9 = 13,759,200 = 22,306 (rooms needed at
365 x 1.69
616.85
100% occupancy)
= 22,306 : 0.70 = 31,866 rooms needed (as more rooms will be
needed at 70% occupancy than at 100%)
Bina Nusantara
HO@0808
Task Analysis
Week 9
The procedure used to matching supply with demand
is called a task analysis. Suggested steps are:
• Identification of the present demand
– By mode of transportation and by seasons of
the year
– For various forms of tourism such as activities,
attendance at attractions, and similar
categories
– For special events such as conventions,
celebrations, fairs
– Group and tour visitors
– Family and individual visitors
– Business visitors
Bina Nusantara
HO@0808
Task Analysis
Week 9
• A quantitative and qualitative inventory of
the existing supply
• The adequacy of present supply with
present demand
–
–
–
–
Bina Nusantara
Natural resources
Infrastructure
Transportation and equipment
Hospitality and cultural resources
HO@0808
Task Analysis
Week 9
• Examination of present markets and the socioeconomic
trends
– Geographic market segmentation and orientation
– Demographic market segmentation and orientation
• Population age, sex, occupation, family life
stages, income and similar data
• Leisure time and work patterns
– Psychographic market segmentation
• Motivations, interests, hobbies, employment
orientations, skills, professional interests
• Propensity to travel, responsiveness to
advertising
Bina Nusantara
HO@0808
Task Analysis
Week 9
• Forecast of tourism demand
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–
–
–
–
Computer systems simulation method
Trend analysis
Simple regression
Multiple regression
Executive judgment or Delphi method
• Matching supply with anticipated demand
– If adequate, no further action necessary
– If inadequate, inauguration of planning and
development procedures
Bina Nusantara
HO@0808
Peaks and Valleys
Week 9
•
Bina Nusantara
To maximize customer satisfaction and
to utilize the facilities year-round, some
action must be taken. Two strategies
for dealing with this situation are as
follows:
1. Multiple Use
2. Price differential
HO@0808
Multiple Use Strategies
Week 9
•
•
•
Bina Nusantara
Supplementing peak-season attractions of
a destination with other attractions that
would create demand for travel to that
destination during off-season periods
Example: Michigan that once was viewed
as summer destination, develop and
promote winter sports during winter, salmon
fishing during the fall and spring
Another examples are festivals, special
celebrations, conventions and sports
activities during off-seasons
HO@0808
Price Differential
Week 9
•
•
Bina Nusantara
Offering lower prices during off-seasons
The use of Yield Management in the
airlines and lodging industries are very
effective to create prices in order to
match supply and demand
HO@0808
Fluctuating Demand Levels and Supply
Week 9
Demand
Demand
Supply
Losses due to
low occupancy
J
Bina Nusantara
F
M
A
M
J
J A
S O
N D
J
HO@0808
F
M
A
M
J
J A
S O
N D
Fluctuating Demand Levels
and Supply
Week 9
Demand
Overcrowding and loss
of potential business
Supply
Low occupancies
J
Bina Nusantara
F
M
A
M
J
J A
S O
N D
HO@0808
Demand
Overcrowding
Fluctuating Demand Levels
and Supply
Week 9
Supply
Low occupancies
J
Bina Nusantara
F
M
A M
J
J A
S O
N D
HO@0808
Initial demand pattern
Seasonality reduced
by price differentials in
off-season
Reducing Seasonality
Through Price Differentials
Week 9
Supply
J
Bina Nusantara
F M
A M
J
J A
S O
N D
HO@0808
Occupancy in off-season
are higher due multiple use
Reducing Seasonality
Through Multiple Use
Demand
Week 9
Supply
J
Bina Nusantara
F
M
A M
J
J A
S O
N D
HO@0808
THANK YOU AND
HAVE A GOOD DAY
Bina Nusantara
HO@0808