Interpretative ProgrammingActivities conducted in a recreational environment which seek to connect the participants to the meanings and values of the resource being experienced.
ItineraryTravel schedule provided by a travel agent for his/her customer. A proposed or preliminary itinerary may be rather vague or specific.
Life Cycle assessmentA variant of an EMS that tracks a product, process or activity from “cradle to grave.
Mass or mainstream tourismTerms commonly but loosely used to refer to popular forms of leisure tourism pioneered in southern Europe, the Caribbean, and North America in the 1960s…
Nature tourismTravel to unspoiled places to experience and enjoy nature.
Off-road vehicle (ORV)(ORV)Off-road vehicles are any motorized vehicle designed for or capable of cross-country travel on or immediately over land, water, sand, snow, ice, marsh…
Off-site programmingEducational or interpretive activities conducted by agency personnel outside the agency’s unit jurisdictional boundary.
On-site ProgrammingEducational or interpretive activities conducted by agency personnel within agency’s unit jurisdictional boundary.
Package TourA saleable travel product offering an inclusive price with several travel elements that would otherwise be purchased separately.
PackagerAnyone organizing a tour including prepaid transportation and travel services, usually to more than one destination.
PartnershipAn agreement between two or more entities to go into business or invest. See also "general partnership;" "limited partnership;" "joint venture."
Product ExtensionAn add-on product or service, which enhances the experience of your product and generates additional revenue.
Product Life CycleThe cyclical pattern of demand for most products from “new and exciting” to “old and dated.
Rack cardThe typical tourism brochure sized 4” x 9” and used primarily in tourism racks. Also known as a “teaser.”
Rack rateThe official cost posted by a hotel, attraction or rental car, but not used by tour operators.
Reassurance signWhen trying to locate an attraction, especially when the route is long and unclear, it is critical to offer “reassurance signs” that tell the visitor…
Receptive operatorSomeone who plans to “receive” your motorcoach or tour group. They may plan your lodging, meals, attraction visits, etc. for a fee or commission.
ReconnaissanceAn on-site evaluation of an attraction or destination from the perspective of the customer.
Retail agencyTravel company selling directly to the public, sometimes a subdivision of a wholesale and/or retail travel organization.
Scheduled flightsAir flights that are publicly scheduled and promoted by major airlines.
Scheduled tourA tour that’s set in a tour operator’s regular schedule of tour departures and that’s often sold to the general public.
Secondary informationResearch data that was collected by another company or person and usually for a purpose that’s different than the research objectives and tasks at hand.
ShellsPreprinted brochures with photos, illustrations, and graphics but no text; also called slicks.
Shore excursionA land tour, usually available at ports of call, sold by cruise lines or tour operators to cruise passengers.
Shoulder seasonThose periods between the peak and off season when destination demand is moderate.
Sightseeing tourShort excursions of usually a few hours that focus on sightseeing and/or attraction visits.
Simple random sampleA sample that draws a group of respondents randomly from all members of the population.
Special event tourA travel package that features major happenings, such as concerts or sporting events, as the reason for the journey.
Split itineraryAn itinerary in which part of the group does one thing while the other part does something else.
StakeholdersParties who may be affected by agency decisions and actions (i.e., user groups, elected officials, commercial interests, environmentalists, park managers…
Standarda statement that describes an acceptable level of performance, excellence, or attainment in that particular activity.
Step-on guideA highly knowledgeable guide whom “steps-on” an incoming motorcoach and provides narrative interpretation for the experience.
Strategic planA written plan outlining a government agency's framework for management.
SubcontractorA contractor who enters into a contract with a prime contractor.
SupplierThe actual producer and seller of a unit of travel merchandise, such as a carrier, hotel or sightseeing operator.
Sustainable DevelopmentDevelopment with the goal of preserving environmental quality, natural resources and livability for present and future generations.
Sustainable tourismAccording to the World Tourism Organization, “envisaged as leading to management of all resources in such a way that economic, social and aesthetic…
Sustainable tourism certificationsPrograms that measure a range of environmental, socio-cultural, and economic equity issues both internally (within the business, service, or product) and…
SWOT analysisA summary of a company’s strengths and weaknesses, and the environmental opportunities and threats that will most influence it.
SystemPhysically connected generation, transmission, and distribution facilities operated as an integrated unit under one central management, or operating…
Target marketThe group of customers who will be the focus of a company’s marketing efforts
tariffA tax on products imported from foreign countries.
Teaser pieceA teaser piece can either be a rack brochure (*see “rack brochure” above), or a mailer, giveaway, or some other promotional piece that is intended to…
Theme tourA tour that’s designed around a concept of specific interest to the tour takers, such as history or sports.
TIAAbbreviation for Telecommunications Industry Association. See EIA interface.
Tickler systemA method for monitoring reservations and payments that’s arranged by date and points out late payments so customers can be contacted.
Tiered pricingWhen suppliers offer different prices to receptive operators, tour operators, and group leaders, so each party can earn a profit by marking up the…
TourA tour is a minimum-impedance path that starts at an origin, visits a number of stops and returns to the origin visiting the stops only once.
Tour operatorA company that creates and/or markets inclusive tours and/or performs tour services.
TourismTravel undertaken for pleasure. The business of providing and marketing services and facilities for pleasure travelers.
Tourism certification programsThese included AAA (Automobile Association of America) and have typically measured and compared quantity, service, and price, areas deemed most important…
Trade showA product showcase for a specific industry. Generally it is not open to the public.
Trailblazing signageSigns to aid the public in arriving at a particular location.
Travel agentThe individual who sells travel services, issues tickets and provides other travel services to the travel services to the traveler sat the retail level.
Travel Industry Association of America (TIA)The non-profit umbrella trade organization of companies and government agencies representing all segments of the travel industry formed to promote travel…
Upgradenew or better version of some hardware or software.
ValueIn determining the monetary equivalent for assets and gifts, value is a good faith estimate of the fair market value if the exact value is neither known…
Value-added tax (VAT)(VAT)A type of tax system which adds a fixed percentage of taxation on products and services at each step of production or service delivery.
Value-based pricingPricing a product based on buyer perceptions of value rather than actual product costs.
Variable costsInput costs that change as the nature of the production activity of its circumstances change; for example, as production levels vary.
Variance reportA summary of how much a company has gone above or below budget.
VisaAn official endorsement on a document or passport denoting that the bearer may proceed.
Volume purchaseThe purchase of large quantities of a product or service.
Voluntary initiativesInitiatives within the tourism industry are not legally required or binding.
VoucherDocuments that are exchanged for goods and service to substantiate payment that will be or already has been made.
WaitlistA list of clients awaiting transportation or accommodations at times when they are not available.
WantsWays in which a person satisfies a basic need.
Wayfinding signageSigns to aid the public in orienting themselves geographically within a specific location and which identify functional units within the location.
WholesaleSale of travel products through an intermediary in exchange for a commission or fee generally at reduced tariffs.
WholesalerA company that purchases large blocks of rooms, tickets, etc. and then resells to either the public or to other travel professionals.
Word-of-mouth promotionPersonal communication about a product or service from one customer to another.
WTO stands for two international organizations1) the World Tourism Organization, a UN-related institution based in Madrid that collects data on tourism and lobbies on behalf of the industry; and 2)…