Die Planung, Organisation und Beschaffung von Reisepaketen zu Olympischen Spiele stellen enorme Herausforderungen an einen Reiseveranstalter und unterliegen einer Vielzahl von Einflussfaktoren. Diese ergeben sich zum einen aus den Forderungen, die von den Organisatoren der Olympischen Spiele ausgehen, zum anderen aus den Charakteristika der Ausrichterstadt sowie seinem politischen, wirtschaftlichen und soziokulturellen Umfeld. Die Thesis analysiert die wichtigsten Einflussfaktoren, die sich auf die Produktentwicklung einer Reise zu den Olympischen Spielen auswirken. Während einige dieser Faktoren sich bei allen Olympischen Spielen ähnlich darstellen, verändern sich andere maßgeblich mit dem wechselnden Austragungsort und stellen völlig neue Anforderungen an den Reiseveranstalter. Der erste Teil der Thesis untersucht, wie sich die Einflussfaktoren generell auf die Produktentwicklung von Eintrittskarten, Unterkunft, Transport und Sightseeing auswirken. Zudem werden die Charakteristika des olympischen Reiseveranstaltermarktes in Europa und die verschiedenen Arten von Olympiatouristen analysiert. Diese Erkenntnisse werden im zweiten Teil auf das Beispiel der Olympischen Sommerspiele 2008 in Peking angewendet. Diese sind nicht nur für China eine Herausforderung, der gesamten Welt zu zeigen, dass sich das Land zu einer leistungsfähigen Nation entwickelt hat, sondern auch für europäische Reiseveranstalter, die ihre Arbeit und Vorgehensweise an die chinesischen Marktbedingungen anpassen müssen. Aufgrund der bedeutenden Unterschiede zwischen dem chinesischen und europäischen Wirtschafts- und Politiksystem sowie zwischen deren Kulturen und Werten wird angenommen, dass die touristische Produktentwicklung für die Olympischen Spiele 2008 in Peking sehr spezielle und besonders herausfordernde Anforderungen an einen europäischen Reiseveranstalter stellt. Mit Hilfe der Ergebnisse aus einer Umfrage unter allen offiziellen Olympiareiseveranstaltern im Europäischen Wirtschaftsraum sowie Interviews mit dem Organisationskomitee (BOCOG) in Peking wird aufgezeigt, wie die Reiseveranstalter auf die Besonderheiten, Herausforderungen und Schwierigkeiten, die während des Prozesses der Produktentwicklung in Peking entstehen, reagieren und welche Lösungen sie finden, um schließlich ein erfolgreiches Produkt zu entwickeln. Die Thesis gibt einen Einblick in die Besonderheiten der chinesischen Tourismusindustrie und präsentiert die aktuelle Hotelmarktsituation in Peking.
Table of Contents
I The development of tourist packages in context of the Olympic Games
I.1 Characteristics of the market of Olympic tour operators, its clients and products
1.1 The Olympic Games and tourism
1.2 The market of Olympic tour operators
1.2.1 Size, structure and participants
1.2.2 Market characteristics
1.3 The Olympic tourist
1.3.1 Number of Olympic tourists
1.3.2 Types and characteristics of Olympic tourists
1.4 The Olympic product
1.5 Concluding comments
I.2 The framework of Olympic Games and its influence on the product development
2.1 Influence of the IOC and OCOG
2.1.1 The product development before the host city selection
2.1.2 The phases of product development after the host city selection
2.2 Influence of the Olympic host city and country
2.3 Influence of the business environment
2.4 Concluding comments
I.3 Influencing factors on the development of tourist packages for the Olympic Games
3.1 Organization of tickets
3.2 Organization of accommodation
3.3 Organization of transportation
3.4 Organization of sightseeing
3.5 Concluding comments
II The development of tourist packages in the context of the Olympic Games in Beijing
II.1 Influencing factors on the development of tourist packages for the Beijing Olympics
1.1 Research aim
1.2 Research method
1.3 Overview of the research results
1.4 Concluding comments
II.2 Crucial factors influencing the development of tickets
2.1 Amount, pricing and design
2.2 IOC and BOCOG regulations
2.3 Concluding comments
II.3 Crucial factors influencing the development of accommodation
3.1 Characteristics of the hotel market in Beijing
3.1.1 The quantitative and qualitative hotel market situation
3.1.2 Characteristics of the Chinese hotel industry
3.2 Reliability and the legal and contractual system in China
3.3 Olympic inexperience and insufficient quality standards
3.4 The tour operator’s reaction
3.5 Concluding comments
II.4 Crucial factors influencing the development of transportation
4.1 Characteristics of the city of Beijing
4.2 Language and freedom of action
4.3 Transportation capacities and Olympic competition schedule
4.4 The tour operator’s reaction
4.5 Concluding comments
II.5 Crucial factors influencing the development of sightseeing
5.1 Characteristics of Beijing and China
5.2 Chinese tourism policies regarding sightseeing
5.3 The tour operator’s reaction
5.4 Concluding comments
II.6 The Olympics in Beijing – a special challenge?!
RESULTS AND PERSPECTIVES
Objectives and Topics
This thesis examines the critical factors influencing tour operators during the development of tourist packages for Olympic Summer Games, with a specialized focus on the 2008 Beijing Olympics. The research aims to identify how general Olympic framework conditions, combined with the specific political, economic, and sociocultural environment of the host city, demand strategic adaptations from tour operators to successfully manage ticket, accommodation, transportation, and sightseeing components.
- The influence of IOC and OCOG regulations on product development phases.
- The impact of local host city characteristics on logistics and service standards.
- Strategies for managing hotel procurement, ticket distribution, and transport in a complex Chinese business environment.
- Challenges related to legal security, reliability, and intercultural communication.
- The importance of maintaining local partnerships and networks (guanxi) to secure contractual compliance.
Excerpt from the Book
Reliability and the legal and contractual system in China
"Regarding business matters the Chinese cannot be topped in unreliability worldwide.” This statement of Jens-Joachim Brösel from DERTOUR live indicates another important factor influencing the product development in Beijing. The answers of the questionnaire regarding the legal and contractual system in China revealed that a considerable problem for European tour operators results from the legal insecurity in China, the reliability of Chinese partners and their view regarding the value of contracts.
According to legislation China is a constitutional state. However, in practice some concessions have to be made. As the service provision takes place in China the Chinese law is binding to the European tour operator. In China, the observance of contracts has a different significance than in western countries. In the Chinese understanding the closing of a contract represents the beginning of the actual negotiations whereas it signifies an ending for the western partner. This means that Chinese business people are used to change important parameters of the contract even after its signing. They go on negotiating, hope to gain additional advantages and are still open to change parts of the contract. For Chinese a signed contract is not definitive and obligatory. It only means that both parties get along with each other and thus only represents a snapshot of the relationship and a summary of the discussions already made.
The European tour operator has to be aware of the fact that the contract represents the material for a good relationship and that the Chinese partner will go on negotiating after signing. For the Chinese party contracts will be continuously developed. “To make business in China is very risky, only not to do it is riskier.“ Considering this statement it can be summarized that with regard to the western understanding a coverage at 100 percent is not possible in the Chinese market.
Summary of Chapters
I The development of tourist packages in context of the Olympic Games: This part provides a general overview of the Olympic tourism market, client profiles, and the regulatory frameworks set by the IOC and OCOG that dictate how tour operators design and procure products.
I.1 Characteristics of the market of Olympic tour operators, its clients and products: Outlines the rise of the Olympic tourism market, the types of specialized operators, and the diversity of client groups, ranging from officials to individual spectators.
I.2 The framework of Olympic Games and its influence on the product development: Analyzes how Olympic rules and the host city's environmental characteristics constrain and shape the phases of product design.
I.3 Influencing factors on the development of tourist packages for the Olympic Games: Discusses the logistics of organizing tickets, accommodation, transportation, and sightseeing under the pressure of tight Olympic demand.
II The development of tourist packages in the context of the Olympic Games in Beijing: Applies the theoretical frameworks to the specific case of the 2008 Beijing Games, emphasizing the unique challenges of the Chinese market.
II.1 Influencing factors on the development of tourist packages for the Beijing Olympics: Describes the methodology of the research, including expert interviews with European tour operators and analysis of the Chinese business climate.
II.2 Crucial factors influencing the development of tickets: Examines ticket pricing, allocation, and the centralized distribution process managed by the BOCOG.
II.3 Crucial factors influencing the development of accommodation: Details the complexities of hotel ownership, quality standards, and procurement challenges in the Beijing market.
II.4 Crucial factors influencing the development of transportation: Evaluates the logistical difficulties caused by Beijing's size, traffic density, and language barriers for international travelers.
II.5 Crucial factors influencing the development of sightseeing: Explores how tourism policies and destination attractiveness influence the demand for pre- and post-Games excursions.
II.6 The Olympics in Beijing – a special challenge?!: Summarizes the key findings and concludes that the Beijing Games represent a particularly complex environment requiring high adaptability from European tour operators.
Keywords
Olympic Games, Beijing 2008, Tour Operator, Product Development, Tourist Package, Hotel Procurement, Ticket Distribution, Business Environment, China, Tourism Management, Logistics, Hospitality, Contractual Reliability, Sport Tourism, Intercultural Management.
Frequently Asked Questions
What is the core focus of this research?
The work focuses on the processes and challenges faced by European tour operators when developing and managing travel packages specifically for the Olympic Summer Games.
What are the primary themes discussed?
The main themes include the structural impact of IOC/OCOG regulations, host city logistics, hotel supply chain management, and the specific difficulties of operating within the Chinese business environment.
What is the primary research goal?
The aim is to identify the most crucial factors influencing the development of tourist packages and to analyze how these factors change based on the unique characteristics of the Olympic host city.
Which scientific methods are employed?
The study relies on primary and secondary data analysis, incorporating a literature review and findings from expert interviews with official Olympic tour operators in the EEA and Chinese organizing committees.
What does the main body cover?
The main body breaks down the organization of the four essential components of an Olympic package—tickets, accommodation, transportation, and sightseeing—first theoretically, then practically through the example of Beijing 2008.
What are the key terms that define this work?
Key terms include Olympic tourism, product development, hotel ownership complexity, guanxi, and logistical challenges.
How does the Chinese business culture affect contract management?
In China, contracts are viewed as the beginning of a relationship rather than a final, rigid agreement; partners expect continuous negotiation, which creates high risks regarding price increases and contract cancellations.
Why are state-owned hotels in Beijing considered difficult for tour operators?
The complexity of ownership—where multiple entities, government departments, and individuals may hold claims—makes negotiations time-consuming and often creates instability regarding room quotas and price consistency.
- Quote paper
- Juliane Banner (Author), 2007, Olympic Tourism and the Beijing Olympic Summer Games 2008, Munich, GRIN Verlag, https://www.grin.com/document/75248
