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Elements and Performance Criteria

Required Skills

This section describes the essential skills and knowledge and their level required for this unit

The following skills must be assessed as part of this unit

market research skills

critical thinking skills to facilitate rational and logical analysis of all input from colleagues and external stakeholders and to research information collected

highlevel communication skills to conduct consultation with internal and external stakeholders

highlevel literacy skills to read complex tourism research documents that relate to tourism trends market statistics information on market preferences and requirements

numeracy skills to enable complex budgetary costings calculate a range of different commission and markup structures and assess the profitability of various product options

The following knowledge must be assessed as part of this unit

detailed knowledge of the tourism industry including structure and interrelationships tourism industry networks and information sources

indepth knowledge of distribution and marketing networks especially those that would support the proposed tourism product

indepth knowledge of main stakeholders in local regional state and national tourism organisations and the structures of these organisations at each level

current market trends products and service styles that would meet certain market requirements and customer and tourism industry service and quality expectations for tourism products

indepth knowledge of the current tourism product base for the proposed destination and market to be serviced

competitors current and proposed products and services

indepth knowledge of the destination at which the product will be delivered

the primary components of laws that impact on tourism operations and actions that must be adhered to by tourism operators when delivering services in particular laws that cover

child sex tourism

legal liability insurance requirements and duty of care of customers

environmental protection This would include required environmental licences permits accreditation and minimal impact practices

local community protection This would include land ownership management and access requirements

consumer protection This would include refund requirements that must be met by tourism businesses terms and conditions of quotations and cancellation fees

responsible service of alcohol

understanding of the financial operating costs of the organisation desired profit margins and achievement of high yield in order to determine an appropriate selling price

industry commission and markup procedures and rates appropriate to the varying organisations within the distribution network

planning and project management

Evidence Required

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria required skills and knowledge the range statement and the Assessment Guidelines for this Training Package

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential

ability to research assess and develop tourism products for a specific tourism operation and to monitor the products success

ability to fully research comprehend and analyse information on the full range of issues that relate to the development of the tourism product

detailed knowledge of the tourism industry including structure and interrelationships tourism industry networks information sources and distribution and marketing networks

ability to consult and communicate with colleagues and external stakeholders

project or work activities conducted over a commercially realistic period of time so that the research analysis and monitoring aspects of this unit can be assessed

Context of and specific resources for assessment

Assessment must ensure

access to a fully equipped office environment using appropriate computers communication technology information programs and publications to facilitate the processes involved in developing tourism products

access to an operation for which tourism products would be developed or to comprehensive and sufficient information about that tourism operation to allow the candidate to fully research assess and develop tourism products

access to current tourism industry data and information sources about tourism market trends and appropriate product match

involvement of key stakeholders both internal and external so that consultation can be achieved

use of legislation or plain English documents produced by regulators

Methods of assessment

A range of assessment methods should be used to assess the practical skills and knowledge required to research assess and develop tourism products The following examples are appropriate for this unit

project activities to research assess and develop tourism products in conjunction with an industry operator

project activities to research assess and develop a tourism product for the training college or local community

review of completed product costing and pricing structures for specific products

case studies to assess the candidates ability to assess markets with differing product preferences and requirements

case studies to assess the candidates ability to evaluate tourism products and markets with different distribution and marketing networks

written and oral questioning or interview to test knowledge such as structure of the tourism industry tourism industry interrelationships distribution networks markup and commission structures and legal requirements

review of portfolios of evidence and thirdparty workplace reports of onthejob performance by the candidate

Holistic assessment with other units relevant to the industry sector workplace and job role is recommended for example

SITXMGTA Manage projects

SITXMGT003A Manage projects

SITTPPDA Research tourism data

SITTPPD002A Research tourism data

SITTPPDB Source and package tourism products

SITTPPD003B Source and package tourism products

SITTPPDB Plan and develop ecologically sustainable tourism operations

SITTPPD006B Plan and develop ecologically sustainable tourism operations

SITTPPDA Plan and develop culturally appropriate tourism operations

SITTPPD007A Plan and develop culturally appropriate tourism operations.

Assessing employability skills

Employability skills are integral to effective performance in the workplace and are broadly consistent across industry sectors How these skills are applied varies between occupations and qualifications due to the different work functions and contexts

Employability skills embedded in this unit should be assessed holistically with other relevant units that make up the skill set or qualification and in the context of the job role

Range Statement


The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording in the performance criteria is detailed below.

Tourism products offered within the tourism industry are diverse and may include:	products designed for: domestic tourists travelling within Australia international tourists travelling within Australia (inbound) Australians travelling internationally (outbound) group tours touring products for individuals a single product or service multiple products and services making up a complete tour package brochured tours day tours extended touring programs specially tailored itineraries inclusive products or optional touring products series tours incentive tours meetings and conferences special events cultural events sporting events transportation transfers accommodation food, beverage and catering entertainment cruises attractions or sites exhibits guest activities and shows tour guiding services adventure activities functions venue facilities convention facilities.

Information sources may include:	local, regional, state or territory, and federal tourism organisations local, regional, state or territory, and federal tourism and tourism marketing plans other government agencies government funding bodies government and private tourism research bodies tourism industry associations destination marketing companies others in the distribution network, which will vary but can include: tour operators tour wholesalers inbound tour operators retail travel agencies event management companies professional conference organisers business management and marketing consultancies reports on tourism privately owned tourism businesses national parks and land management agencies other local communities local people internet.

External stakeholders may include:	local, regional, state or territory, and federal tourism organisations other government agencies privately owned tourism businesses tourism industry associations tourism marketing organisations destination marketing companies business management and marketing consultancies others in the distribution network, which will vary but can include: tour operators tour wholesalers inbound tour operators retail travel agencies event management companies professional conference organisers local communities and cultural groups within the destination of the product local businesses within the destination of the product state, territory or local councils which manage the implementation of laws to protect the environment and local community land management and protection authorities special interest groups licensing or regulatory authorities.

Product and service gaps may include:	gaps within the existing product range gaps in product not currently delivered by any competitor or potential competitor gaps in products delivered at current or prospective destinations specific consumer markets not currently serviced by any competitor or potential competitor markets for which level of demand is not being met.

Assessment of external issues that impact on establishing a product may involve:	required legal compliance especially consumer protection requirements for public liability and duty of care reliability of other tourism operators, who supply a component of any packaged tourism product, in complying with laws especially those that relate to responsible service of alcohol, food safety , environmental and local community protection reliability of other tourism operators in providing promised products and services technological developments general industry trends environmental and local community protection credentials of tourism operators whose product will be a component of any packaged tourism product.

Self-assessment of organisation's capability to provide proposed product may involve consideration of:	the range of products currently offered and resources required to diversify the product preferences and requirements of target market resources required to establish a new product the budgetary constraints involved in providing the product and applying a profitable selling price current environmental credentials and the need to extend these to deliver tourism products in environmentally sensitive areas any legislative, permit, licence or accreditation requirements especially those that relate to environmental and local community protection ability of environmentally or culturally sensitive destinations to sustain a tourism operation the organisation's ability to operate tours and to sustain the natural and cultural environment by use of minimal impact practices a documented risk assessment of all aspects of providing required products including control measures.

Expenditure items may include:	supply of all component products and services that make up the product capital costs of the product developer and proportion attributed to the product fixed costs that relate to delivery of the product variable costs marketing costs human resource costs for all personnel involved in planning and delivering the product business insurances licensing and permit fees proportion of product developer's operating costs attributed to operating the product.