Destination MarketingPertemuan 12

Matakuliah : V0222 - Penjualan dan Pemasaran HotelTahun : 2009 - 2010

“Marketing should focus on market creation, not market sharing”

- Regis McKenna -

“To be wise, a man should read ten thousand books and travel ten thousand miles.”

- Li Bai, Chinese poet, Tang Dynasty -

The Globalization of the Tourist Industry

• Travel is a global business with an expanding market

• The top ten destinations in the world accounted for less than half the total tourism market in 2002

• Can you list three of the top ten destinations in the world?

Benefits of Tourism• Direct employment • Support industries and professions• Multiplier effect • Source of state and local taxes• Stimulates exports of place-made

products

Management of Tourist Destination

• Destinations that fail to maintain the necessary infrastructure or build inappropriate infrastructure run significant risks

• Violence, political instability, natural catastrophe, adverse environmental factors, and overcrowding can all diminish the attractiveness of a destination

• What was the effect of 9/11 on US Tourism?

Sustainable Tourism

• Sustainable tourism is a concept of tourism management that anticipates and prevents problems that occur when carrying capacity is exceeded at the destination

• Environmental Impact Assessment (EIA)• Modified environments – Building eco-tourism

subsets that encourage wildlife• Successful long-run tourism destinations require

cooperation between industry and community

Steps in Environmental Impact Assessment (EIA)

• Inventory the social, political, physical, and economic environment

• Project trends• Set goals and objectives• Examine alternatives to reach goals• Select preferred alternatives• Develop implementation strategy• Implement• Evaluate

Tourist Events• Attract a desired market

• Fit within the community’s culture• Should be replicable (annual/biannual)• Allow/encourage local resident participation

Attractions• Natural

– Niagara Falls or The Scottish Highlands• Man-made

– The Shopping Areas of Buckingham Palace, Hong Kong or the Vatican

Stopover Tourism• Many visitor destinations are in fact only stopover

destinations for travelers on their way elsewhere

Determinates of

Demand

Prestige

Escape

Sexual Opportunity

Family Bonding

Relaxation

Social Interaction

Education

Self-discovery

Demand

Identifying Target Markets

• Collect information about its current visitors • Audit the destination’s events and attractions

and select segments that might logically have an interest in them

Self-Contained Attraction and Event Destinations

• Cruise ships, river paddle ships, special railroads such as the Orient Express– Dining, games, gambling, theatre, musicals,

participatory murder mysteries, seminars, dances, etc.

Classification of Visitor Segments

• Group or Independent traveler• Degree of institutionalization and impact on the

destination • Plog’s categorization

Group vs. Independent• Most commonly used

– Group Inclusive Tour (GIT)– Independent Traveler (IT)

Degree of Institutionalization and Impact on Destination

• Organized mass tourists• Individual mass tourists• Explorers• Drifters• Visiting friends/relatives• Business travelers• Pleasure travel

• Business and pleasure travelers

• Tag-along visitors• Grief travel• Education and religious

travel• Pass-through tourists

Plog’s Categorization• Allocentrics are persons with a need for new

experiences, such as backpackers and explorers • Psychocentrics are persons who do not desire

change when they travel. They like non-threatening places and to stay in familiar surroundings

Communicating with the Tourist Market

• Form an attractive image of destination• Develop packages of attractions and amenities

– Attractions alone do not attract visitors

Organizing and Managing Tourism Marketing

National tourist organizations (NTOs) are central tourist agencies that make a destination tourist friendly– may be public, quasi-public, nonprofit, or private

– outside the United States, this agency is often run by the central government, state, or province, together with local government

officials

Influencing Site Selection• All tourism businesses and agencies must work

together to promote a destination and to ensure that visitors’ expectations are met– Fam trips, sales calls, travel missions, etc

Best Practices

• Destination marketing strategy as an aid to recovery:

– U.S. destination marketing after 9/11

– Phuket, Thailand  after the Tsunami of 2004

Key Terms• Allocentrics• Destinations• Infrastructure• Macrodestinations  

• Multiplier effect• National tourist organizations• Psychocentrics• Tourism