Airport and Airline Policy - Coursework Example

Number: Module Airline & Airport Policy Module TH60052E Assessment Policy Resit Assessment Paul Fidgeon Presentation: Introduction Tourism in a destination is affected by many rules and regulations which are formulated to increase the consumer attraction and preference (Gartner &William, 1999). In the tourism industry, airline and air travel are some of the major contributors to the amount of tourist that visit a destination. Therefore airline policies are formulated to increase the attractiveness of a destination and its competitiveness. One of the policies formulated is the airline food policy which mainly govern the food substances offered and carried in the planes and airports. This would ensure easy and comfortable travels to those with allergies, pregnant women and children onboard an aircraft. Due to the rising competition between destinations, airlines are offering delicious cuisines to exploit the destinations cultures and traditional foods and delicacies as well as world wide delicacies (Gartner, 1996). In addition, snacks and beverages are also being offered on board according to the customers demands. This has increased the preference of travelers on board airplanes on their way to the destinations. The following paper will describe the food policy which have been made to increase the airline’s attractiveness and competitiveness as a way of increasing the net returns of the airline. The Airline Food Policy An airline food policy is a document formulated to govern the kinds of food offered on board an airplane and during air travel to reduce the instances of consumer dissatisfaction or health complications(Crouch, 2007). This is done to cater for the pregnant women who favor certain foods, young children who have particular diets that they have to follow like breast milk and supplements and allergic people who would rather take other foods which would not put the under the risk of an allergy attack (Crouch, 2007). It has been reported that some people are allergic to substances like peanuts hence the policy will reduce the amounts or totally ban the provision of food substances with peanuts to passengers on board. Moreover the making of foods in the airline should be customer oriented for health safety and provide ease in the travel. Other allergies addressed in the airline policy include shellfish allergies which on passenger’s request such meals are removed from the airline menu and the affected are strategically placed to avoid the allergy instances, dairy allergies for people who do not consume dairy products and roast nuts (Keyser, 2002). The policy strictly considers people with special needs and are offered food according to their needs and specifications. Further, people with these allergies are required to fill in request forms at the airport to avoid such instances (Ratandeep, 2004). Complimentary meals are also made available for the affected passengers at a minimum cost to improve on the consumer preference and choice while travelling with the airline (Shivji, 2003). This increases the airline attractiveness and competitiveness against its competitors and consequently increases the net profits made by the airline. On one hand the airline food policy also allows the carrying of some food substances on board but they have to go under certain checks and costs. It is reported that food stuffs which are not wrapped or properly sealed are subject to administrative scrutiny and check to avoid instances of complications on board (Crouch, 2007). In addition, the airline food policy also permits foods like fruits, cheese, salad dressings, maple syrup and jellies. As Ratandeep (2004) suggests, ‘the airline food policy should allow people to carry some food and drinks which might not be offered on board but are on their personal diets.’ (pg 17). Due to his the destination will be more preferred since the passengers on board will have their desired food stuffs on board to compliment their comfort during the air travel to the destination. On the other hand the airline food policy should restrict carrying of food substances with a 3.4 oz capacity should not be allowed to be carried on board. (Upham et al, 2003). It will ensure that the passengers have a comfortable travel without risks of unwanted happenings. In addition to the restrictions, the airline food policy should also take into account the passengers with allergic conditions to other foods carried on board and provide alternative sitting positions to avoid instances of allergic attacks (Hall, 2005). Moreover, Crouch (2007) says that ‘the passengers on board should be handled with care because each person has his or her own different preference’ (pg 72). Crouch (2007) further explains that ‘airlines and airline food policies should not be so stiff that passengers on board cannot have the comfort they are looking for since someone else is bringing them discomfort’ (pg 35). The comfort and ease of travel will greatly increase the airlines attractiveness and competitiveness against its rivals. In addition, the airline food policy also includes in their menu a wide range of snacks from different parts of the world to increase the consumer satisfaction. It ensures that the travelers enjoy the flight (Craik, 2001). Chefs, nutritionists and attendants are also urged to take specific orders from the passengers on their desired food to also increase the service rendered on the plane (Inskeep &Inskeep, 1991). This by a big margin increases the customers satisfaction and preference on a later date travel with the airline (Edgell et al, 2007). Due to the rising competition from the rival airlines, the food policy also addresses issues of meal prices and therefore makes amendments to reduce the amount of money paid by travelers for their meals ( Jones, 2004). As Craik(1991) describes it ‘ the price of food on board is very costly fro regular passengers to order. Hence the airline stakeholders should review the pricing and adjust them accordingly.’ (pg 115). The airline food policy also ensures that customers on board are served with their preferred drinks and beverages (Duffy &Smith, 2003). Due to this rule, the airline fully prohibits the passengers from carrying their own drinks as they shall be served with their preferred drinks on board. It ensures that customer satisfaction is met and maintained as the per the customers demands. Alcoholic drinks like wines and beers are also made available for those who request and regulated intake is also observed to avoid instances of drunkenness (Dieke, 2000). In addition, it also provides that babies are well covered when it comes to supply of baby formulas and medicines. This increases the customer satisfaction and preference in return increasing the airlines attractiveness and competitiveness against its rivals. In addition, the airline food policy should market their destinations by providing food stuffs that originate from the destinations (William and Show, 1999). This would give the travelers a taste of the delicious cuisines that are present in the destinations where they are traveling to. This creates a distinctive property of the airline and promotes its attractiveness to the targeted consumers. Consumers with specific orientations like vegetarians also should be considered while formulating the treats available on board to suit their needs. As Hanlon (1999) describes it ‘vegetarians usually have a hard time in such airlines which do not offer pure vegetarian delicacies’ (pg 49). Also as echoed by Tisdell 2001, ‘some vegetarians lack a wide range of foods to choose from while on board due to lack of diversity in the meals available’ (pg 124). The airline food policy as it aims at improving the attractiveness of the airline to passenger with such needs should embrace the ideology of diversity to maximize n customer preference (Weng &Tisdell, 2001). Consequently the airline will have moved a notch higher in being more competitive and attractive as opposed to its rivals. Conclusion The airline food policy is an essential part of the air travel industry in any given airline. Hence the food policy should take into consideration all kinds of people, including those with special needs such as children, pregnant women and also allergic people. In accordance to the policy, airline attendants should also find appropriate sitting positions for those with the special needs in order to facilitate easy and comfortable journeys for them. In addition, the airline should also place adequate measures to check and scrutinize the types of food carried on board as a measure to avoid instances of health risks and unwanted conditions on board. Moreover, health and nutrition experts should also be included in the crew managing the flight to properly attend to the traveler’s needs on concerns of diet and food intake. People with certain orientations such as vegetarians are also considered while formulating the airline policy so as to widen the target consumers and consumer preference. Generally, for the airline to be attractive and competitive, the above standards should be met and taken into consideration. This would in return increase the net profits made by the airline while still making the airline the best choice of travel for the passengers in all other travels. Reference Buhalis, D. 2000. Marketing the Competitive Destination of the Future, Tourism Management. NJ: Lawrence Erlbaum Associates Butler, R. W and Pearce, D. G 2001. Tourism Development (Advances in Tourism). New York: Bantam Craik, J. 1991. Resorting to Tourism: Cultural Policies for Tourist Development in Australia (Australian Cultural Studies) Australia: John Wiley & Sons Craik, G. 2001. ‘The Tourism Sector’ The making of a Tourism Destination. Vol. 24 (4): 6-11. Crouch, G.I 2007. 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