Transcript Sayre Chapter 13 - Cal State LA

Destinations & Tourist
Services
Chapter 12
Tourism units & categories
Units
Domestic travel
Inbound tourism
Outbound tourism
Categories
Internal tourism (domestic inbound)
National tourism (domestic outbound)
International tourism (inbound outbound)
Tourism criteria
1. Purpose of trip
2. Distance of travel
3. Duration of trip
4. Residence of traveler
5. Mode of transportation
Reasons for travel
1. Leisure, recreation, holiday
2. Visiting friends or relatives
3. Business and professional
4. Health treatment
5. Religious or pilgrimages
6. Homeland or cultural discovery
Travel cycle
Trip planning and expectations
Tourist leaves home >
> Uses transportation to destination
• Experiences destination
• Gathers trip markers
< Uses transportation from destination
Tourist arrives back home
Recalls trip from purchased or collected
markers
Tourists in Red Square
Tourism market segments
SEGMENT
Adventure
Budget
Family
Gay
Luxury
Baby boomer
Eco-traveler
MESSAGE
experience
value, deals
things for everyone
quiet locations
special service
discovery orientation
nature orientation
Organizations
WTO - coordinates global travel
NTO - provide marketers with research
data, workshops and tradeshows,
familiarization trips, Internet sites, trade
manuals, brochure development, joint
marketing ventures, reservation system,
consumer protection, & general industry
advisory services.
Travel motivations
Hedonism - self-gifting, indulgence
Self-improvement -new sporting skills;
culture, art and culinary immersions
Spiritual needs - meditation, retreats
Travel markers and
souvenirs
Local products - arts,crafts, food
Markers - clothing, artifacts with
destination name on them
Miniatures - tiny attraction replicas
Pieces of the rock - natural elements
Treasures - artifacts
Visual representations - photos, books
Destination brand
positioning map
High emotional pull
High celebrity
Value
Low emotional pull
Low celebrity
value
Destination brand benefit
pyramid
Level 5
Brand character
Level 4
Brand value for repeaters
Level 3
Psychological benefits
and emotional rewards from visit
Level 2
Benefits of destination features
Level 1
Verifiable objectives & measurable characteristics of
place
Branding cities
Pro-active, cooperative partnerships
Appeal to ‘creative class’
Livable city with brand attributes
Positive tourist perceptions
Stands for something
Appearance
Internet images
Branding San Francisco
Place brand promotion
strategies
Film & fashion shoot locations
Media / product liaisons = branded
entertainment
Magazine special advertising sections
Advertising brand constellations
Marketing tourism services
VENUE
TARGET
Hotels
groups, corporations
Tour operators
singles & couples,
alumni associations
Transportation
passengers, charters
Attractions
local residents, day
visitors, schools
Hospitality industry
Non-serviced - furnished units, hostels,
flathotels
Serviced - luxury hotels & resorts, spas
Image management
Sales force
Advertising
Editorials, travel television
Spa market
Stand alone or hotel affiliated
Club spas
Day spas
Resort & hotel spas
Other spas
Accommodations
Kids market
Timeshares
Rating systems
Internet booking sites
Transportation industry
Cruise ships
Homeport packaging
Niche cruises
Destination brand ports
Packaged tours
Standardized
Price guarantees
Convenience
Accessibility to consumers
Image and branding in brochures
High standards , sense of security
All-inclusive
Transportation & accommodations packaged in
advance
Accommodations with optional transport; hotels &
attractions marketed together
Hybrid or modular packages on short notice
Capadoccia, Turkey:
Star Wars film set
Eco-tourism
Marketed to niche traveler
Benefits to host country
Educational
Works towards sustainable
development:
- philosophy for healthy balance
between tourists and local resources
Questions
How should a travel agency identify
prospective buyers for eco-tours?
What resources are available to a destination
marketer to brand a place? What combination
of inputs and financial support provide a
successful marketing effort?
What is the image of ‘brand America’? What
aspects of the US contribute to the global
audiences’ perception of the country? How
can the US brand be redefined to improve
this image?