Question 1

Similar in concept speed dating, a(n) _______________ stages an intensive schedule of brief meetings between product suppliers and travel intermediaries.&#10;A) familiarisation&#10;B) tourism exchange&#10;C) travel trade exhibition&#10;D) educational road show seminar

Accepted Answer

A tourism exchange is similar in concept to speed dating, as it involves a series of short meetings between product suppliers and travel intermediaries. A familiarisation typically involves travel agents or media experiencing a destination firsthand. A travel trade exhibition is a larger event where industry professionals gather to showcase products and services. An educational road show seminar typically involves an individual or company traveling to various locations to provide training or education on a particular topic.

Question 2

Which of the following involves inviting key travel intermediaries to visit the destination for a short intensive tour?&#10;A) familiarisation&#10;B) tourism exchange&#10;C) travel trade exhibition&#10;D) educational road show seminar

Accepted Answer

Familiarisation, also known as a FAM trip, is a promotional activity that involves inviting key travel intermediaries such as travel agents, tour operators and media representatives to visit the destination for a short intensive tour to acquaint them with the destination's attractions, services and facilities. This allows them to experience the destination firsthand and promote it to their clients.

Question 3

The way in which a DMO represents stakeholders in interactions with travel intermediaries is referred to as which of the following in the marketing mix:&#10;A) Personality&#10;B) People&#10;C) Packaging&#10;D) Place

Accepted Answer

The representation of stakeholders in interactions with travel intermediaries falls under the "place" component of the marketing mix, which refers to the channels and methods that are used to make a product or service available to the customer. In this case, the DMO is representing the stakeholders in order to make their destination more accessible and attractive to potential visitors.

Question 4

One of the most effective means of gaining access to key distribution decision makers for tourism products is:&#10;A) Tourism exchanges&#10;B) Direct mail&#10;C) Telemarketing&#10;D) Media releases

Accepted Answer

Tourism exchanges allow tourism providers to meet face-to-face with key distribution decision makers, such as tour operators, travel agents, and wholesalers, and showcase their products. This provides an opportunity for direct communication and negotiation for contracts and partnerships. Direct mail, telemarketing, and media releases are less effective methods for gaining access to decision makers in the tourism industry.

Question 5

In the promotion mix for an RTO, the most targeted means of enhancing travel trade awareness is through a:&#10;A) GIT promotion&#10;B) Familiarisation&#10;C) Media release&#10;D) Channelling

Accepted Answer

Familiarisation or FAM trips are the most targeted means of enhancing travel trade awareness. FAM trips are familiarisation trips hosted by RTOs specifically for travel trade professionals such as travel agents and tour operators. These trips allow trade professionals to experience the destination and its attractions first-hand, enabling them to sell it better to their clients. It is an effective way of promoting a destination and its tourism products directly to the travel trade. Thus, option B is the best choice.

Question 6

An argument between a visitor information centre and a motel about preferential pricing is an example of:&#10;A) Periodicity&#10;B) Variability&#10;C) Horizontal channel conflict&#10;D) Vertical channel conflict

Accepted Answer

Vertical channel conflict occurs between different levels of the same channel, such as a manufacturer and a retailer, or in this case, a visitor information centre and a motel.

Question 7

The DMO's role within the tourism distribution system is usually:&#10;A) Wholesale packager&#10;B) Retail travel agent&#10;C) Channel manager&#10;D) Information broker

Accepted Answer

DMOs (Destination Marketing Organizations) primarily act as information brokers within the tourism distribution system. They provide comprehensive information about a destination to tourists, travel agents, and tour operators, rather than packaging, selling, or managing distribution channels directly.

Question 8

Disintermediation in the tourism distribution system refers to:&#10;A) the removal of travel intermediaries&#10;B) the addition of travel intermediaries&#10;C) the system of communication between members of the distribution system&#10;D) the emergence of horizontal vertigration

Accepted Answer

Disintermediation in the tourism distribution system refers to the removal of travel intermediaries, such as travel agents or wholesalers, from the distribution chain. This is often achieved through the use of technology, such as online booking platforms or direct bookings by consumers, resulting in a closer connection between the supplier and the end consumer.

Question 9

Which of the following is not a travel intermediary?&#10;A) Visitor information centre&#10;B) Corporate travel manager&#10;C) Incentive travel planner&#10;D) All of the above are travel internmediaries

Accepted Answer

All of the options given (visitor information centre, corporate travel manager, incentive travel planner) are travel intermediaries, therefore none of them are the correct answer to this question.

Question 10

Travel intermediaries in the tourism distribution system are commonly referred to as:&#10;A) the travel trade&#10;B) the travel industry&#10;C) the tourism industry&#10;D) disintermediaries

Accepted Answer

Travel intermediaries in the tourism distribution system are commonly referred to as the travel trade.

Deck 13: Destination Marketing Organisations Dmo and the Travel Trade