Marketing for Hospitality and tourism chapter 6

Marketing for Hospitality and tourism chapter 6

1. Marketing for Hospitality and Tourism 8 th Edition, Global Edition Chapter 6 Destination Marketing Copyright © 2022 Pearson Education Ltd.

2. Learning Objectives 6.1 Explain the essential aspects of tourism and destination marketing. 6.2 Explain tourism development and different options for creating and investing in tourism attractions. 6.3 Segment and monitor the tourist market. 6.4 Discuss how to communicate with the tourist market. 6.5 Explain how central tourist agencies are organized and managed.

3. Globalization of the Tourist Industry Tourism A trip to a main destination out of the normal environment for less than a year, for any main purpose other than to be employed by a resident entity in the country or place visited

4. Tourism Destination Place with some form of actual or perceived boundary Geography, physical, political, market-created, infrastructure Macrodestinations Include regions, states, cities, towns, visitor destinations Marketing Bundle of highly diverse products and geographic size Attractions, accommodations, food and beverages, entertainment Challenging- little direct control over all elements

5. Figure 6-1 Destination Marketing System Figure 6-1 Destination marketing system. Page 498

6. Destination Competitiveness Comparative advantage Possession of resources critical to tourism development Natural resources: climate, location, natural beauties Historical and cultural resources Human resources Capital resources Infrastructure: roads, water supply, public services Tourism superstructure: hotels, restaurants, theme parks, golf courses Competitive advantage Turning comparative advantages into strengths relative to competition

7. Figure 6-2 Travel and Tourism Competitiveness Index Figure 6–2 Travel and tourism competitiveness index. Page 500

8. Sustainable Tourism Minimizes the environmental impacts and sociocultural changes Sustains the longevity of a destination Creates economic opportunity for local communities Economic effects Employment, support industries, multiplier effect, revenues derived from taxes, stimulates exports of locally made products Social/cultural effects Environmental effects Ecotourism

9. Tourism Events and Attractions Events Economic impact: accommodations, food and beverage, attractions, entertainment, gasoline, shopping Cultural celebrations, political events, arts and entertainment events, business and trade, educational and scientific events, sports events, recreational events, private events Attractions Natural or manufactured UNESCO World Heritage Sites

10. Psychological Travel Motivations Prestige Escape Education Social interaction Family bonding Relaxation Self-discovery

11. Specialty Niche Tourism Agritourism Farms Edutainment, relaxation, outdoor adventures, dining experiences Space Multiday Hiking Religious Pilgrimages Medical Fast-growing, profitable Driven by cost, wait times, accessibility, vacation and privacy opportunities

12. Identifying Target Markets Current visitors Origination point, reason for travel, demographic characteristics, satisfaction levels, frequency, dollars spent Events and attractions Interested groups, attractions sought, market areas or locations, benefits sought Classification of segments Organized mass tourists, individual mass tourists, explorers , visiting friends and relatives, business travelers, pleasure travel , education and religious travel, pass-through tourists.

13. Destination Branding Create a differentiated destinate image that influences travelers’ decisions to visit a destination Conveys the promise of a memorable experience that is uniquely associated with the destination Country, city, town, specific attractions, events, festivals, travel packages Slogans Articulation of product position

14. National Tourism Organizations Government or quasi-government agencies that market destination tourism Tasks Formulate and develop the tourist product of the destination Promote to appropriate markets Functions Flow of research data Representation in markets Organization of workshops and trade shows Familiarization trips Participation in joint marketing schemes Support for new or small businesses Consumer assistance and protection General education

15. Regional Tourist Organizations State associations Similar to NTO but on regional level Convention and tourist bureaus Local level Destination marketing organization Bring meetings and conventions