BASED ON AUSTRALIAN TOURISM
SITTTSL005A: Assessment
Introduction
You will be assessed on your ability to sell and promote tourism products and services to customers; use of selling techniques; and your understanding of tourism industry terminologies such as: ‘promotional tools’, ‘add-ons’, ‘anti-competitive’ and ‘conditions of sale’.
You will discuss customer evaluation techniques and the purpose of familiarisation trips (‘famils)’ in relation to successful promotion and sale of tourism products, services and facilities, and their ‘value’ to a competitive tourism business.
You will be required to obtain two (2) brochures on one (1) destination – either Thailand or Bali. These brochures will be required to complete this assessment. It is recommended you make your selection of brochures from touring or package brochures from wholesalers such as Creative Holidays, Freestyle Holidays, Qantas Holidays, etc.
Tasks/Questions
Part A: Legislation (30 marks)
1. Briefly explain the primary aims of the Competition and Consumer Act 2010 (formerly known as the Trade Practices Act 1974). 6 marks
2. Discuss the responsibility an employee has to ensure compliance with the Competition and Consumer Act 2010 (formerly known as the Trade Practices Act 1974).
5 marks
3. Identify three (3) practices you consider unethical and explain why. 9 marks
4. Explain ‘anti-competitive’ behaviour as it could occur in the tourism industry.
5 marks
5. Discuss the primary role of the ACCC (Australian Competition and Consumer Commission) as it applies to the tourism industry. 5 marks
Part B: Short answer questions (20 marks)
1. Describe the difference between ‘upselling’, ‘downselling’ and ‘add-ons’ (or ‘extras’) when selling a tourism product or service to a customer. Provide an example for each of these. 9 marks
2. Outline five (5) attributes of a successful sales person. 5 marks
3. There are many factors that can influence customer preferences, needs and expectations when making a decision to travel. List three (3) factors (or motivations) that influence people to make certain choices when travelling. 3 marks
4. What are “conditions of sale”? Explain why is it important for a client to be informed about conditions of sale? 3 marks
Part C: The selling process (50 marks)
1. Successful selling incorporates a range of principles and sound knowledge of what is required for a ‘competitive advantage’. A ‘competitive advantage’ exists when a business is able to deliver the same benefits as competitors but at a lower cost (cost advantage), or deliver benefits that exceed those of competing products (differentiation advantage). Thus, a competitive advantage enables the business to create superior value for its customers and superior profits for itself.
First consider the following techniques of the selling process:
· Capturing the client’s attention
· Maintaining their interest
· Creating a desire for your products/services
· Differentiation
· Recognising ‘buying’ signals
· Closing the sale
· After–sales service
Select two (2) of these techniques. Explain your understanding of what they are and provide relevant examples that effectively demonstrate each. 8 marks
2(a). Explain what a familiarisation trip (famil) is in the tourism industry. 3 marks
2(b) Discuss the purpose of famils in relation to the successful promotion and sale of tourism industry products, services and facilities. In your response, provide one (1) specific industry scenario to demonstrate your understanding of a famil’s value or competitive advantage it can bring to your business. 5 marks
3. A brochure is considered an essential selling tool when trying to convey details of a product or service to a customer. It is important to ‘personalise’ the brochure for your customer to ensure they remember specific information when they take it home to peruse. Outline three (3) ways of ‘personalising’ a brochure for your customer.
6 marks
4. From your Thailand or Bali brochures that you have obtained, you will need to “sell” a suitable resort or hotel and related activities to your customers.
Lucy and Max are planning their honeymoon to Asia. They are a young, adventurous, active couple who enjoy eating out, shopping, sightseeing and water sports. They are interested in staying at a romantic 4-star resort for their 10-night honeymoon. You will need to select a suitable destination and resort from either of the Thailand or Bali brochures that matches their requirements.
a. Identify the brochure that you will use to meet Lucy and Max’s preferences, needs and expectations. 1 mark
b. Identify one (1) preference that Max and Lucy would consider when planning their trip. Explain why this would be one of their preferences, taking into account their motivation for travelling. 3 marks
c. List three (3) open questions that you would ask your customers to obtain more information about their travel likes/dislikes and the types of activities that interest them. 6 marks
d. Select a hotel or resort that you think would be suitable for Lucy and Max and briefly describe its location, physical features and suitability. 6 marks
e. When recommending this hotel or resort to your customers, consider which features you will highlight and discuss with them. List five (5) features and briefly outline the benefits according to your customers’ preferences, needs and expectations. 10 marks
f. Select a day tour that you think would be suitable for your customers and explain why you have chosen this tour. 2 marks
2 LA014044, Assessment; SITTTSL005A, Ed1
© New South Wales, Department of Education and Training 2011, Version 1, June 2011
LA014044, Assessment; SITTTSL005A, Ed1 1
© New South Wales, Department of Education and Training 2011, Version 1, June 2011
