Chapter 1
Figure 1.2 long description: Diagram showing the tourism supply chain. This includes the phases of travel and the sectors and activities involved during each phase.
There are three travel phases: pre-departure, during travel, and post-departure.
Pre-departure, tourists use the travel services and transportation sectors.
During travel, tourists use the travel services, accommodations, food and beverage, recreation and entertainment, and transportation sectors.
Post-departure, tourists use the transportation sector.
Chapter 4
Figure 4.7 long description: Bar graph displaying market share by restaurant segment. The data is described in the following table:
| [Skip Table] | |||||
| Metric | Quick Service Restaurants | Family/Midscale | Casual Dining | Fine Dining | Retail |
|---|---|---|---|---|---|
| Share of Traffic | 64.5% | 13.2% | 10.1% | 0.7% | 11.5% |
| Share of Dollars | 45.8% | 20.6% | 22.5% | 4.2% | 6.9% |
Chapter 5
Figure 5.6 long description: Sign with pictograms with red slashes through them, banning various recreational activities. This sign proclaims:
- No alcoholic beverages
- No smoking
- No glass containers
- No dogs or pets
- No motor vehicles
- No littering
- No open fires
- No camping
- No diving
- No baseball
- No boat launching
- No vendors[Return to Figure 5.6]
Chapter 11
Figure 11.4 long description: Net Promoter Score scale. The scale shows 11 people in three different ranges.
The first seven people, numbered 0 to 6, are depicted in red and labelled detractors.
The next two, numbered 7 and 8, are depicted in yellow and labelled passives.
The final two, numbered 9 and 10, are depicted in green and labelled promoters.
The net promoter score formula is shown as the percentage of promoters minus the percentage of detractors.[Return to Figure 11.4]
Figure 11.5 long description: Formulas for calculating Net Promoter Score.
To calculate the percentage of customers who are detractors, who rate 0 to 6 (“I am out of here”), divide the total of detractors by the total of statements, then multiply by 100.
To calculate the percentage of customers who are neutrals, who rate 7 or 8 (“okay”), divide the total of neutrals by the total of statements, then multiply by 100.
To calculate the percentage of customers who are promoters, who rate 9 or 10 (“wow”), divide the total of promoters by the total of statements, then multiply by 100.
The Net Promoter Score can be found by subtracting the percentage of customers who are detractors from the percentage of customers who are promoters.[Return to Figure 11.5]
Chapter 12
Figure 12.9 long description: An online review of a hotel, dated June 25, 2020. The review is titled, “Accomodation [sic] and Location as good as it gets!”
The customer has written, “We really enjoyed our brief stay at The Oswego and would plan another trip to Victoria around staying there. A few short blocks in one direction and you are on Dallas Road for a stroll or a run. A few short block [sic] in the other direction to the harbour, legislature building, museum, restaurants, shops etc. It was a very quiet hidden gem just off the main streets. Clean, well-equipped. Perfect!”
The general manager wrote back, “Thank you so much for your review, and we are pleased to hear you enjoyed your time. Dallas Road is one of our favorites as well for a nearby run! We look forward to welcoming you again soon.”
On a scale of 1 to 5, the customer rated the hotel a 5 for location, service, rooms, cleanliness, and sleep quality. The customer gave the hotel a 4 for value.[Return to Figure 12.9]
Figure 12.5 long description: The services marketing triangle. At each triangle point is the company, customers, and employees. Between the company and its employees is internal marketing; between the company and its customers is external marketing; and between the employees and the customers is interactive marketing. [Return to Figure 12.5]
