DECA Hospitality and Tourism Glossary

advertising

paid promotion of any idea, good, or service by an identified sponsor

aesthetic pollution

the spoiling or contamination of the natural beauty and features of an environment, due to poor planning and design of tourism projects

AIDA model

a framework for creating an advertising message that gets Attention, holds Interest, stimulates Desire, and acheives Action

amateur sports

athletic activities and competitions for athletes who do not get paid

Amtrak

a company that operates a railroad system with combined passenger and rail service throughout the continental United States

apprenticeship

an education, hands-on experience working in an established business under the guidance of a skilled worker

average daily rate (ADR)

a rate based on total sales for the day divided by the total number of sold rooms

back of the house

the area in a hospitality establishment that guests usually do not view, including all areas responsible for food quality and production, such as the kitchen and receiving, office, and storage areas

back of the house (lodging)

the area in a lodging facility where support services take place, which guests usually do not view

bed-and-breakfasts (B&Bs)

small unique inns that offer a full breakfast with a night's stay

behavioristics

statistics about consumers based on their knowledge, attitudes, use, or response to a product

benefit

a feature advantage of a product

business travel

travel for the sole purpose of conducting an individual's or company's business

business-to-business selling

the type of selling where one business sells goods or services to another business

buying signals

verbal or nonverbal signs of a customer's readiness to buy

career plan

a written statement of career goals and the necessary steps to acheive them

certification

an authorization stating that one has fulfilled the requirements for practicing in a field or career

chain

a type of business that has more than one location with the same name under the same ownership

changeability

a condition of being subject to change or alteration

channel of distribution

the path a travel product takes from the producer to the consumer, or traveler

charter tour

a tour in which a tour operator buys all the seats on an airplane, train, or bus and resells them to travellers

commercial recreation

any recreational activity for which a guest pays a fee

commercial site

an establishment, such as a restaurant, where a food-and-beverage business competes for customers

commission

a fee or payment for services based on a percentage of products sold

compensation

a form of payment that may include wages, benefita, and/or incentives in return for work

competitive advantage

an advantage over competitors due to greater value to consumers through lower prices or more benefits

concierge

a hotel staff member who helps guests make arrangemnet

consolidator

an agent who buys unsold products in bulk from suppliers and then resells the product at a discount to intermediaries or to consumers

consumer show

a single or multi-day exhibition held at a convention or civic center area

convention and visitors bureau (CVB)

an organization that works with meeting planners to provide tourist information services to business and leisure travelers

core product

the main product that the customer is buying

cost-plus pricing

pricing products by calculating all costs and expenses and adding desired profit

cross-selling

the method of selling the customer additional related products tied to one name

customer loyalty

the customer's faithfulness to a business and its product, demonstrated by the customer purchasing the product again

customer satisfaction

a positive feeling or reaction customers have when a business or product meets their needs

customized tour

a tour that is more expensive than a package tour and is designed specifically for an individual tourist

demand

the amount or quantity of goods and services that consumers are willing to buy at various prices

demographics

statistics that describe a population in terms of personal characteristics, such as age, gender, income, ethnicity, or education

dependables

travelers who prefer familiarity and creature comforts and seldom try anything new or different

destination marketing

the process of developing, promoting, and distributing specific locations to satisfy travelers and maintain appeal as long as possible

destination resort

a resort property in a specific location with a concentration of resources or facilities

destination

the final stop of a journey, or the goal for travelers

direct channel

the path a product takes without the help of any intermediaries between the producer and consumer

direct mail

any advertising message sent out to customers via the mail

disposable income

the money left from a person's gross income after taking out taxes

distribution

the process of getting the product to the consumer

diversity

ethnic variety as well as socioeconomic and gender variety in a group or society

economic multiplier

the process of how money filters through a local economy and is spent and re-spent, creating income for other businesses

ecotourism

a branch of tourism encompassing adventure tourism and sustainable development of regions for future generations

elasticity of demand

the variation of consumer demand due to a change in price

empowerment

the granting of authority or power to front-line personnel for handling and solving guests' problems

entrepreneur

a person who organizes, manages, and takes the risk of owning and operating a business

entry-level

the position of an employee at the beginning of a particular career

e-tail

the sale of goods or services to the customer by means of the internet

ethics

an expression of the standards of right and wrong based on conduct and morals in a particular society or a system or theory of moral values and principles

exemplary guest service

consistent hospitality service that exceeds guest expectations

experimental method

a research method whereby a researcher observes the results of changing one or more marketing variables

facilitating products

goods or services that aid the use of the core product

feature

a basic, physical, or extended attribute of a product or purchase

follow-up

a phone call or thank-you note from the interviewee to the interviewer after the interview takes place

franchise

a type of business that is set up through a franchise agreement, which is a contract between a franchisor and franchisee to sell a company's goods or services at a designated location

frequent-flyer program

a program in which an airline offers free travel, upgrades, and discounts to program members

front of the house

the area in a hospitality establishment that guests view, such as the entrance and the dining room

front of the house (lodging)

the area in a lodging facility that guests view, such as the lobby

full-service restaurant

a restaurant where a customer sits at a table, gives an order to a server, and is served food at the table

geographics

statistics about where people live

globalization

the increasing integration of the world economy

goal

the event desired outcome

guest or uniformed service

staff members in uniforms, including the bell staff, valets, security officers, concierge, and door or garage attendants

guest satisfaction

the fulfillment of guests' needs and wants regarding receiving quality hospitality products

guest service agent (GSA)

a hotel staff member who performs all of the functions of a desk clerk/agent, concierge, and valet

hallmark event

a local or regional event with national or possible international appeal that occurs once or annually

hospitality industry

a group of businesses composed of establishments related to lodging and food-service management

hospitality-specific traits

professional characteristics needed in the hospitality industry, including a positive personal attitude, good work ethics, maturity, and good personal appearance, as well as leadership and time-management skills

hub-and-spoke system

an effective network for an airline formed by a hub, or a large airport, connected to other smaller airports called spokes

incentive

a reward that is usually in the form of money but may be stock options, profit-sharing privileges, a company vehicle, and/or a bonus program

indirect channel

the path a product takes using intermediaries between the producer and consumer

informational interview

a formal or informal interview with a professional to help the job seeker learn more about a specific career field or company

infrastructure

the physical components of a destination, such as hotels, restaurants, roadways, and transportation, that support tourism

institutional advertising

advertising with a goal of developing goodwill or a positive image

intangibility

a state of being abstract, as are things that cannot be touched

intermediary

an agent who does not work for a travel provider but sells his or her products for a fee

job application

a document that job seekers fill out to help employers screen applicants

leadership

the ability to influence others to work toward the goals of an organization or group

leakage

tourist dollars spent on imported goods so that revenue ends up in foreign economies

leisure travel

travel for the sole purpose of enjoyment

loyal customer

a returning customer or guest who refers friends, family, and colleagues to an establishment

market research

the systematic gathering, recording, analyzing, and presentation of information related to marketing goods and services

market segmentation

a way of analyzing a market by specific characteristics to create a target market

marketing concept

the idea that an organization needs to satisfy its customers while also trying to reach its organization's goals

marketing environment

the internal and external factors that influence marketing decisions and the ability of the marketing plan to reach its goal

marketing mix

a combination of four basic marketing strategies, known as the four P's-- product, price, place, and promotion

marketing plan

a written document that provides direction for the marketing activities of a company for a specific period of time

marketing

the process of developing, promoting, and distributing products, or goods and services, to satisfy customers' needs and wants

markup

the difference between the retail or wholesale price and the cost of an item

Maslow's hierarchy of needs

a theory that explains what motivates people to act in certain ways or make certain decisions

meal plan

a room rate that includes meals; some choices of meal plans are European Plan, Continental Plan, Bermuda Plan, Modified American Plan, and American Plan

meeting and incentive travel

business travel by employees to attend a business meeting or as a reward for having met or exceeded the company's goals

meeting planner

a person who organizes and plans a meeting

mega-event

the largest type of event, which is a unique, "must-see" happening that has international appeal