Design and Development of Tour Packages - Perspectives from Adjunct Prof Anthony Wong


Package tours are excursions or holidays that “package” various services together to make a single “combined” trip. Commonly they combine such things as transport, accommodation and meals. They may also include the provision of a tour guide and leader. Tours can be long or short in duration and distance. They may be a one-day or overnight package, or they could be a month or more. Over the years, the functions of tour manufacturers have diversified considerably. The scope, pattern, structure, and size of tour operations have increased manifold.


Today, tour operators are faced with intense international pressure in the form of competition and to cope with that they are to design and develop tour packages to meet the requirements of the ever-demanding and sophisticated consumers. Indeed, they must have a good grasp and knowledge of the tourist generating market and the quality-price ratio of the packages they plan to introduce. Many tour operators feel that they cannot design/plan tours because they do not have adequate knowledge, skills, expertise and enough ‘something’ to accomplish market requirements.


However, if they approach it systematically, scientific and businesslike, they can plan, design, and operate tours both international and domestic. Students from Bachelor of International Tourism Management (Hons.) programme who registered for Tourism Product Design and Development & Strategic Destination Marketing and Branding modules had the opportunity to meet Prof. Anthony Wong Kim Hooi virtually, Group Managing Director, Asian Overland Services Tours and Travel, Malaysia. He shared his ideas and thoughts about this topic. Prof Anthony is the Adjunct Professor at Taylor’s University, School of Hospitality, Tourism and Events and has been teaching in the academic area locally and regionally for over 40 years.

Prof. Anthony shared his vast experience of serving the tourism industry for the last four decades. He discussed different travel trends, a sudden demand for packages, the difference between packages (mass to high end), new and old-style tourists, the position of the products and some major tour packages including 7 days Peninsular nature & cultural (east-west jungle train ride), nine days cultural of Malaysia and nine days ecotourism (birds) & wildlife of Northern Peninsular form his travel business. Prof. Anthony shared useful tips : 2 Stages of Developing and Planning a Tour Package that will Ultimately Satisfy Every Tourist. The lecture series was a very insightful session for the students and provided further industry engagement opportunity.