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Travel and Tourism
Definitions and Concepts
Definitions
Travel
Destination orientationPurposefulDirect
Tourism
Leisure pursuit
Acquisition activity
Meandering
Tourism Cycle
Leave home
Use transportation to travel away
Arrive or journey in a new place or space
Acquire mementos and souvenirs
Use transportation to travel back
Arrive back home
Use mementos to reconstruct trip
Advancements in Travel
1. A system of currency exchange
Roman coins
Greek games
Common language (Latin)
2. Rural to urban movement
Grand Tour (16th century)
Spa and seaside resort (19th century)
More travel advancements
Holidays (from holy days) for workers (UK)
Railway opens US
Wealthy class emerges to tour
Vacations for middle classes
Mass tourism after WWII
Travel democratized
Hedonic travel prevails
21st Century Tourism
Old Style
East-West flow
One long vacation
European destinations
Natural environments
Mass markets
New StyleNorth-South flowMany short breaksLatin and Asian destinationsArtificial environmentsSpecialty markets
Chapter 1
Attractions and Services for the Traveler and Tourist
Attraction Destinations
PRIMARY
Extended time
Breadth of appeal
Market orientation (Disney-amusement)
Site orientation (Aspen-sport)
SECONDARY
Short time; stopover
Narrow focus (MOMA - education)
Accessible to transport
Roadside attractions
Facilities
Lodging
Food and beverage
Support Industries (goods, services, activities)
Proximity to transportation
Hospitality programs
Souvenirs
Integral part of economic structure of destination
Serve as tangible symbols to commemorate travel experiences
Act as ‘site markers’ of visitation
Embody memories and recollections of travel
Function of souvenirs
Pictorial images (photos, postcards, books)
Pieces-of-the-rock (collected from nature)
Symbolic shorthand (miniatures)
Markers (inscribed with location; t-shirt)
Local products (food, crafts, art)
Souvenir meanings
Niave travelers assign public meanings to souvenirs that are specific to the locale and are representations of some geographic space; conspicuous authenticity
Experienced travelers see souvenirs as private representations of hedonics (pleasures) that relate to friends, family or other experiences; abstract authenticity
Chapter 2
Tourism impacts on the economy, society, culture and environment
Economic Development & Economic Impact
Opportunity for growth to developing areasInvisible exports from consumer collectionIncreasing foreign exchange earnings - leakage expendituresIncreasing income - visitor spending, business expendituresIncreasing employment - direct/indirect
Societal and Cultural Impacts
Meet new people with different customs
Confrontation of new values, lifestyles, languages, wealth
Hosts - residents of tourist site
Guests - visitors to tourist site
Disease transmission
Imperialism amd involution
Sustainable Tourism
Improves quality of life for host community
Provides high quality experience for visitor
Sensitive to ecology and biology of region
Strengthens community identity
Compatible with local values
Manages tourism development resources
Chapter 3: Role of government and world organizations
Policy development and planning
Regulations
Marketing and research, education
World Tourism Organization
World Travel & Tourism Council
Asia-Pacific Economic Cooperation
Chapter 4: Tourism Regulation
Multilateral agreements - international air travel rights and goals, GATT, UNESCOBilateral agreements - open skies, hotel classification, EEC, NAFTADestination regulation - tours, food service, transportation, accommodations standardsTour operator regulations
Chapter 5: Tourism Planning
Destination lifecycleBackground analysis - SWOTMarket research and activity analysisPosition statement against competitionGoal and objective setting, strategy selectionPlan development, implementation, monitoring and evaluation
Chapter 6: Tourism Development
Feasibility studiesSite analysis - investors/lenders, market & physical characteristicsMarket analysis - questionnaires, focus groups, observationsEconomic analysis - expenses, revenues, cash flow, cost/benefit
Chapter 7
Tourism Marketing
Marketing Segment Criteria
Measurable number of visitors
Accessible through media or promotion
Sufficient numbers to justify effort
Unique characteristics
Sustainability
Competitive advantage
Similar characteristics or motivations
Segmentation
Demographic and socioeconomic
Geographic
Purpose of trip
Behavioral
Psychographic
Product-related
Channel of distribution
Positioning
Determine how tourists perceive position
Evaluate whether to establish, change or reinforce that position
Objective positioning - match site attributes with tourist needs
Subjective positioning - correct misperceptions; repositioning
Positioning approaches
Product features (Swiss Alps)Benefits, problem solution, needs (LaCosta’s full service spa)Special usage occasion (Honeymoon at Madonna Inn)User category (Avis Number 2)Against a competitor (Don’t take Amex)Product class (Love Boat)
Marketing planning
Situation analysis - economy, consumers, competition, trends, SWOTGoals- segments, position, objectives and strategiesMarketing mix - integrated brand communicationImplementation - tracking and modificationEvaluation - effectiveness, accountability
Marketing mix - 8Ps
Product - transport, lodging, souvenirsPrice - lifecycle, competition, TMPromotion - advertising, PR, sales, publicityPlace - channel, intermediariesPackaging - all inclusive tripsProgramming - activities, eventsPeople - human resourcesPartnership - coop ads and packaging
Chapter 8
Tourism Promotional Communication
Promotional objectives
Initiate new travel behavior with information and incentives
Change existing travel attitudes through persuasion
Reinforcing desirable travel behavior with reminders
Promotional program development
1. Select target market and market segments
2. Set objectives based on consumer research and a results orientation
3. Establish a task-objective based budget
4. Determine a message to support product/service position
5. Create message format and appeal
Promotion program continued
6. Select promotional mix elements that adhere to budget for entire market
7. Determine appropriate media to reach each target segment
8. Measure and evaluate promotional effectiveness
Building relationships
Data base marketing for direct mail
WWW electronic brochures
Telemarketing or 800 response
Event marketing
Merchandising
Brand image and brand equity
Image created in traveler’s mind from promotional messages
Brand equity created through experience with product or service
Branding is relationship-oriented
Brands must be managed to insure equity building process is successful
Building partnerships
Foster marketing and promotional partnerships with transportation, suppliers, business in host and originating countriesLink brand to companion brand with similar image or market segmentUse cooperative efforts to share costs for extended reach and impressions