ABSTRACT
The effect of scale of operation: is size important? An outline of the size and structure of the industry is important because, as well as being the world’s largest single industry, it is also highly fragmented and diverse. It is composed of several different branches: tour operators; travel agents; accommodation providers; carriers; tourism associations (both NGOs and market-oriented associations); destination organisations (such as tourism chambers of commerce); and consultancies. Each of these can be further sub-divided. Figure 7.1 attempts to capture the significance of this scale and diversity.
