Understanding the tourist process in its entirety, allows not only students of the subject to propose models, procedures, systems and concepts that allow its management, but also to create novel tools to achieve its best operation.
It is for this reason that some reflections related to those theoretical elements that allow having a vision about the elements that are part of the tourism system and the relationship between each of them are proposed in this work, as well as the role that entities such as the Travel Agencies in it.
Introduction
Despite the fact that tourism is recognized as one of the main sectors in the economy on a global scale today, this vitally important sector, energizer of the economy, is as old as travel itself, although it is not until the 16th and 17th centuries that is recognized as a social phenomenon. This is why knowing what its background has been and what it relates to travel is of vital importance to understanding the phenomenon in all its dimensions.
From the historical point of view, trips, since they contributed to the development of geographical sciences, served in parallel to the consolidation of the growth of tourist travelers, as Eros Salinas affirms in his book, Geography and Tourism. Territorial aspects of the management and management of tourism. Information about other territories and events of interest to the private traveler was provided through geographical knowledge, this in turn was enriched with the experiences emanating from travel during the course of history.
As the means involved in travel were perfected, better conditions were created for the tourist traveler. Since there is a lack of knowledge of the phenomenon of tourism, historians of antiquity do not raise specific references on this issue, it is through geographical documents, travel diaries and historical documents and literature, that it is possible to demonstrate the ancient origin of tourism as a manifestation in a way of making individuals travel. But despite not being studied as a socio-economic phenomenon, people traveled and these trips were stimulating the interest of those who in one way or another would take the first steps towards understanding Tourism as what is today a complex phenomenon that is a reason for attention. of many in the intellectual and business world. (Krapf Kart. 1953; J.Norval 1936).
Until then, tourism was related to a way of traveling and the term tourism began to be used with those trips associated with recreation and leisure, but it was not until modern times that it began to be considered as a social phenomenon and became Of interest to many and not only for their enjoyment but this becomes a topic of special interest to businessmen and researchers.
Development
It is necessary to define the categories, system and tourism system, to understand the role that travel agencies play within the latter, as well as the system itself that is generated in its internal activity.
System: Set of elements ordered according to a certain structure and in constant interaction to achieve certain objectives. It has a self-regulating mechanism to maintain balance and can be broken down into subsystems that in turn can be considered as a system. (Díaz, Linares and Jouve 2002).
Tourist System: Set of elements or components that define the tourist structure of a space, granting it homogeneity: territorial and environmental, socioeconomic, urban variables, related to infrastructure and tourist equipment. (Díaz, Linares, and Jouve 2002).
The tourist event is also a multidimensional system of interrelations, formed by economic, legal, psychological, social, political, environmental and technological factors, which allows very different types of classification depending on the analysis criteria used (direction of flow, medium of transportation, economic capacity, etc.). The systemic approach to the management of travel agencies, as a commercial and service company, is expressed in the interrelation of the same with the exogenous and endogenous subsystems, as stated by López Ángeles, in the course for Travel Agents.
Travel agencies are part of the endogenous subsystem, that is, it is an element of the tourist activity, they define, together with the rest of the elements of the subsystem, the image of the destination by presenting a quality product as required by visitors. supported by the elements of the exogenous subsystem, which frame the tourist reality. Travel agencies also form a system in the same way as a hotel, a restaurant or another of the elements of the endogenous subsystem, on the other hand, by linking with the agencies themselves, transporters, general infrastructure, natural resources, cultural resources, tourist services, etc., are in turn integrated into a more comprehensive system. Working and conceiving all tourist activity as an integrated system,It will allow to provide a quality product-service to clients, the raison d'être of the Tourism sector. In this sense, Agencies play an important role in the distribution process, which Ayala (2001), Martín (2001) and Rodríguez (2003) define as the process of commercial transactions between entities in the tourism sector and between them and the end customers. To carry out this process, there are two distribution channels defined by the same authors: traditional mediation and tourist info-mediation today.Martín (2001) and Rodríguez (2003) as the process of commercial transactions between entities of the tourism sector and between these and the end customers, to carry out this process there are two distribution channels defined by the same authors: traditional intermediation and information. tourism mediation today.Martín (2001) and Rodríguez (2003) as the process of commercial transactions between entities of the tourism sector and between these and the end customers, to carry out this process there are two distribution channels defined by the same authors: traditional intermediation and information. tourism mediation today.
Traditional intermediation can be done directly (direct sales or without intermediaries) or through distribution channels. Of the latter, the most traditional relationship that exists is between the entities that provide services in a tourist destination: Borrowers (hoteliers, etc.) - tour operators - retail agencies - end customers.
On the other hand, info-mediation gives the possibility of having an electronic commerce WEB site that really brings the borrowers closer to the end customers. There is now a new group of companies, sales calls "on line" or online sales, which can be located anywhere (both in the source markets and in the receiving destinations) because their relationship with customers is through the technologies of computerization.
Based on the information collected in different bibliographies, it is known that the pioneer in the organization of trips was Thomas Cook, in 1841, when organizing an anti-alcoholic conference for 15 cents, between Loughborough and Leicester, in July of the year. 1841. As a consequence of the success of his activity, the Midland Railway Company commissioned him to plan and carry out excursions for the members of the anti-alcoholic societies and for the children of the Sundayschool during the summer months of 1842, 1843 and 1844. Fact that brought as consequently the birth of the first travel agency, whose name was Thomas Cook and Soon. Cook's work is widely recognized in the tourism field, which is why he is considered the father of Organized Tourism.
Currently there is a whole network with branches in the most important cities of the five continents. From the sixties, in the twentieth century, especially in developed countries, travel agencies played a fundamental role in the expansion of tourist flows, and in the advent of mass tourism, managing to handle large volumes of passengers and directing the growth of tourism towards certain destinations, under schemes of sale of integrated services at a single price.
The evolution of travel agencies is closely linked to economic and social development. In general, industrialization provided important changes, which began to be noticed from the 1950s. On the other hand, the first labor movements emerged, which over time would obtain achievements that will have repercussions on the development of mass tourism. Under the auspices of the airlines, numerous companies emerge that are dedicated to emulating the feat of Cook, although the railroad and the ship are now replaced by modern airplanes that in a short time reach any part of the world.
Several authors offer a concept of Travel Agencies which are analyzed below:
It is a tourist services company that acts as an intermediary between people who need to travel and borrowers, providing guidance and advice. (Góngora Mulet (1997)
… They are commercial service companies that bring the tourist product to the consumer. (Fernández y Blanco)
… It is a commercial company that is regularly and professionally engaged in advising and / or selling and / or organizing trips or other tourist services. The role of the tourist agency is that of an intermediary between the person who demands tourism and the person who offers that demand and who is a producer of tourist goods or services.
… Service company that encourages and mediates travel and other tourist activities. (Rodríguez, 2001).
… Tourist company that acts as an active intermediary agent between subjects of tourist displacement and presenters of specific services, for profit providing guidance and advice in the corresponding cases (De la Torre, 1995)
… tourist services company that acts as an intermediary, in occasions between people who need to travel and providers of specific tourist services, providing guidance and advice in the corresponding cases. (Mexican Association of Hotels and Motels, Travel Agency Administration Post Manual.)
Why is it a merchant company? Because it has an organization of material and human resources whose main objective is to obtain profit.
Why is it services? Because the material and human and human resources available are used for the provision of services to consumers: informing, advising and mediating between the providers of tourist services (accommodation, transport, leisure, etc.)
There are multiple definitions regarding what a travel agency is, however the important thing is that in almost all categories such as: intermediation, advising, organizing, selling, tourist services, and client are present. Categories that are defined as follows according to the Dictionary of the Spanish Language:
Intermediation: Action and effect of intermediating (putting in relation to two or more people or entities).
Advise: Give advice or opinion. Take advice from the legal adviser, or consult his opinion. Said of one person: Take advice from another, or enlighten yourself with their views.
Organize: Establish or reform something to achieve an end, coordinating the right people and means.
Sell: Exhibit or offer to the public the goods or merchandise for whoever wants to buy them.
Tourist services: are all those goods or products that are available for use or consumption by a person who makes a tourist trip.
Client: Person who regularly uses the services of a professional or company.
This analysis allows defining the Travel Agency as an element of the tourist activity, they define together with the rest of the elements of the endogenous subsystem the image of the destination by presenting a quality product as required by visitors, supported by the elements of the exogenous subsystem, which frame the tourism reality (Díaz, 2003; Martín, 2003; Muñoz, 2004). Concept with which we will work for the purposes of this research since it allows locating Travel Agencies in the tourism system and the main functions it has in it.
To facilitate the study of Travel Agencies, various classifications have been made according to different criteria, different authors coincide in classifying Travel Agencies according to the following three criteria (Foster, 1994; Acerenza, 1997; Díaz, 2003; Martín, 2003; Muñoz, 2004,):
Ä Depending on the product-market.
Ä According to the legal regulations.
Ä Depending on the type of activity.
Depending on the product-market:
§ General: They do not use segmentation as a strategy, they serve the market as a whole regardless of destinations, motivations or other factors.
§ Specialized: They use segmentation based on motivations or behavior at the destination of tourists such as adventures, studies, events and incentives, professionals, etc.
The great variety of the tourist offer together with the innumerable motivations, has made many agencies specialize, in a certain product (adventure tourism, professional tourism, cultural tourism, etc.) or in a certain market segment (seniors, athletes, youth, etc) (Díaz, Linares, and Jouve 2002).
According to the legal regulations
- Retailers (Retailers, Retailers: They sell tourism services directly to the public that are provided or generated by other providers. "They are those that either market the product of wholesale agencies, selling it directly to the user or consumer, or they project, develop, organize and / or or they sell all kinds of tourist services and packages directly to the user, not being able to sell their products to other travel agencies. "Wholesaler: They integrate and operate their tourist services and sell them through other agencies." Those that project, they elaborate and organize all kinds of services and tourist packages to be offered to retail agencies, not being able to offer their products directly to the consumer ”Wholesalers / Retailers:They operate or integrate their own tourism services and sell them through other agencies and directly to the public. "They are those that can combine the activities of the two previous groups."
Within the large wholesale agencies are the Tour Operators as companies with more comprehensive activities.
We assume that tour operator is an Anglicism that can be applied to any travel agency that organizes and operates trips, but in tourist jargon this term applies especially to those travel agencies that (Díaz, Linares, and Jouve 2002):
• They form large business groups (vertical and horizontal integration)
• They use transporters and accommodation they own in their travels and products.
• Create different brands for their various travel programs.
• They operate a large percentage of their trips internationally.
• They move high numbers of customers and sales.
According to the type of activity
- Stations (OUTGOING): They are based in the countries where they intend to sell their packages, attracting tourists. The issuing retail agency is a mediator between the tourist and the providers or service providers, providing solutions to their demands such as: providing information about destinations, booking accommodation and other services, returning, etc., as well as making contacts and negotiations with service providers (transport companies, accommodation, car rental, wholesalers, etc.), either directly or through their representatives in the receiving centers. The income of the issuing retail travel agencies comes from the commissions that the tour operators grant them for the sale of their products. Agencies become points of sale for carriers, hoteliers and others,making the management less expensive. Receptive (INCOMING): They reside in the place where tourist services are provided. The activity of the receptive travel agencies consists of acting as representatives of the issuing agencies before the service providers in their geographical environment and managing all their requests; receive, accommodate and give information to clients about the possibilities of the place chosen for their vacations; solve deficiencies and manage new services that clients demand during their stay. Their income comes from the commissions they receive from the borrowers of the different services. Receptive Broadcasters (Mixed): They carry out the two activities. These agencies combine the activities of issuing and receiving tourists. They have an important economic activity.They generally have a wide scope of action, with a large number of branches or contacts with other agencies to act as their representatives or correspondents. (Díaz, Linares, and Jouve 2002).
According to Díaz, 2004, Travel Agencies have three basic functions: Advisor, mediator and producer.
The Advisory Function consists of informing and advising the traveler on the characteristics of the destinations, services, suppliers and existing trips, and helping him in the selection of the most appropriate in his specific case.. (Acerenza, 1997 Collective of authors 2000; Díaz, Linares, and Jouve 2002).
Mediating function. It consists of managing and intermediating in the reservation, distribution and sale of tourist services and products. Like any intermediary function, it is not essential in the market, but it plays a necessary role in bringing the product closer to the traveler and multiplying the supplier's points of sale. It is a function traditionally exercised, above all, by so-called retail agencies, which materializes in the offer, reservation, rental or sale of groups of services and products to the traveler. (Acerenza, 1997 Collective of authors 2000; Díaz, Linares, and Jouve 2002).
Production Function It consists of designing, organizing, marketing and operating trips and tourist products originated by the combination of different services and offered for a pre-established global price. The technical "jargon" of travel agencies also calls them packages when they are programmed on offer and passes or trips on demand when they are organized to suit each client
Taking into account another criterion, the main functions of any Travel Agency are: to inform and advise on the characteristics of the destinations, services and suppliers. For this, it must have ample sources of information and trained professional staff that favors adequate communication with the traveler. Manage and mediate in the reservation, distribution and sales of tourist services and products. And finally, design, organize, market and operate travel and tourism products, or combine the different services, offering them under a global price. (Acerenza, 1997; Collective of authors 2000; Díaz, Linares, and Jouve 2002).
Conclusions
- Tourism is and will continue to be a key factor both for the economic, social and environmental development of the richest nations in the world, as well as for the promotion of those less favored economies, due to its multiplying nature. Travel Agencies occupy an indispensable place in the development of the tourism sector, since they are one of the main promoters of tourism, by managing constant flows of passengers at the national and international level. They are the specialists in the sector by using and bringing together all the services and products that are offered in the market and they integrate products that cover a large part of the client's needs in packages or excursions. The intermediation in tourism will continue to play a fundamental role in getting the client to the destination,and it will depend to a large extent on the ability of the managers of Travel Agencies to adapt and survive the changes in the era of computerization. The way of integrating the processes in Travel Agencies with the organization of work and management, the making, execution and control of management decisions and the demands of the environment have changed in recent years. The acceleration of changes and the lack of response of many Travel Agencies to adapt to these transformations have led to an increasing demand for new management tools.execution and control of management decisions and the demands of the environment have varied in recent years. The acceleration of changes and the lack of response of many Travel Agencies to adapt to these transformations have led to an increasing demand for new management tools.execution and control of management decisions and the demands of the environment have varied in recent years. The acceleration of changes and the lack of response of many Travel Agencies to adapt to these transformations have led to an increasing demand for new management tools.
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