Transcript and Session 10

DESTINATION MARKETING
SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14
9 - DESTINATION MARCOMM 2:
IMC
10 - DESTINATION MARKETING
PLANNING AND EXECUTION
ANNOUNCEMENTS
 Tue, May 10 – Sustainable
Destination Marketing
Presentations; Dress Like a
Tourist Day
 Wed, May 11 – written reports
& presentation slide decks for
client project due by midnight
 Thu, May12 – client
presentations
 Fri, May 13 – Final Exam
DRESS LIKE A TOURIST DAY
TUESDAY, MAY 10
A CELEBRATION OF THE CUSTOMERS WHO
MAKE TRAVEL / TOURISM / HOSPITALITY
THE LARGEST INDUSTRY IN THE WORLD!
•
A FRIENDLY COMPETITION AMONG
SUSTAINABILITY TEAMS IN
DESTINATION MARKETING COURSE
PRIZE: HONOR, GLORY & 20 €
•
GIFT CARD TO EACH MEMBER OF
WINNING TEAM
WINNING TEAM WILL BE
•
DETERMINED BY VOTE OF THE
STAFF*
*In case of tie vote, visiting faculty
will cast deciding vote.
Sustainable Destination Mkt Presentations
Presentations in class Tues, May 10
TOURISM &
HUMAN RIGHTS
Sait, Thuy, Jule, Annumaria, Jaakko & Valentin
NATURE-BASED
TOURISM
Claire, Quyen, Saara-Maija, Jutta, An & Sherif
TOURISM & GLOBAL
CLIMATE CHANGE
Eucharia, Vy, Laura, Sara & Adela
TOURISM
LABOUR MARKETS
Juho, My, Rene, Jannica & Nadya
Instructions: Cover your talking points; tell a story; 10 min or less; Q&A to follow
Sustainable Destination Mkt Presentations
TOURISM &
HUMAN RIGHTS
•
•
•
•
Build Your Presentation Around These Talking
Points
Define human rights & discuss their relevance to
tourism.
Describe major global human rights policy &
legislation & how they impact the tourism industry.
Critically discuss alternative and responsible
tourism in relation to human rights.
Explain how tourism may improve or detract from
the human rights of people living in destination
communities.
Sustainable Destination Mkt Presentations
NATURE-BASED
TOURISM
Build Your Presentation Around These Talking Points
• Define nature-based tourism, including an economic
perspective.
• Describe the impacts of nature-based tourism and
identify factors that influence the level and type of
impact that tourism has upon natural systems.
• Critically discuss alternative forms of nature-based
tourism (e.g. sustainable tourism and eco-tourism).
• Describe and provide suggestions how individual
tourists can play a role as practitioners of sustainable
tourism.
Sustainable Destination Mkt Presentations
TOURISM & GLOBAL
CLIMATE CHANGE
Build Your Presentation Around These Talking Points
• Discuss issues of responsibility and harm in relation
to tourism and climate change.
• Use the “Prisoner’s Dilemma” and “Tragedy of the
Commons” to help explain the ethical problems of
tourism in relation to climate change.
• Identify and evaluate alternative solutions posed for
reducing carbon emissions from the tourism industry.
• Critically discuss the tensions between the
environmental, social and economic impacts of
touristic aviation.
Sustainable Destination Mkt Presentations
TOURISM
LABOUR MARKETS
Build Your Presentation Around These Talking Points
• Discuss the tourism industry and the key features of
its labour force.
• Identify and discuss the main ethical issues associated
with employment in this industry.
• Explain and illustrate what is meant by “labour
mobility” and “the employment effects of tourism.:
• Describe and provide suggestions how individual
tourists can address the ethical issues and concerns of
labour in the tourism industry.
Presentation Rubric
Sustainable Destination Marketing Presentations (200 pts)
Criterion
Quality
…of content and
format
Insight
Ability to
conceptualize, apply,
and analyze relevant
concepts and practices
Completeness
Fails < 70%
Meets 71 – 89%
(< 36 pts)
(36-43 pts)
Presentation significantly Presentation addresses
digresses from the
some of the prompts;
prompts (Talking Points) however there are minor
OR poor quality
mistakes in explanation
(misunderstanding of
of concepts OR
basic concepts) OR
significant
major spelling /
spelling/grammatical
grammatical errors
errors (between 6-10)
(more than 10)
2 or fewer relevant
2-4 or more relevant
concepts or theories are concepts or theories are
identified and applied
identified and applied
Requirements not
Responsiveness to the accomplished by due
date
assignment
requirements
Time Management 10 min time limit
exceeded by more than
Exceeds 90–100%
(44-50 pts)
Presentation successfully
addresses all prompts
thoroughly. In addition,
no mistakes in
explanation of concepts
AND no
grammatical/spelling
errors
4 or more relevant
concepts or theories are
identified and applied
A majority of
All requirements
requirements (although accomplished by due
not all) accomplished by date
due date
Time limited exceeded
by 1 minute or less
Time limit met
SESSION 9 & 10
PREVIEW
9. DESTINATION MARCOMM 2: IMC
10.MARKETING PLANNING & EXECUTION
Disasters, Crises and Dark
Tourism
Lake and Rock Experience
Marketing Workshop
DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14
SESSION 9 & 10
PREVIEW
9. DESTINATION MARCOMM 2: IMC
10.MARKETING PLANNING & EXECUTION
Disasters, Crises and Dark
Tourism
DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14
Disasters and crises
• No destination is immune to disaster
– Every destination marketer should consider the possibility of a disaster at
some stage in the future
• Disasters can be man-made or natural
– They can be short term or long term
• Almost all will be unpredictable and beyond the control of the
destination marketer
• How the destination marketer addresses the disaster will
determine the extent of the crisis that follows
Oil Spill Threatens Fla. Tourism
• https://youtu.be/1rKEwfr7vgU
Disaster or crisis?
• Disaster
• Crisis
– a sudden catastrophic change
over which the organisation
has little or no control
– self-inflicted situation
Figure 7.1 – Disaster or crisis?
Disaster
caused by such problems as
inept management practises
or inability to adapt to a
changing environment
Crisis
Act of God
eg Tsunami
War & terrorism
eg Bali bombings
Other man-made
Eg Global financial
crisis
Management failure
eg inability to cope
with disaster due to a
lack of expertise
and/or preparedness
Travel advisories
•
•
•
•
•
All national governments have a responsibility to provide an advisory service
for their citizens identifying potentially risky destinations
Most countries provide regularly updated travel advisories on government
websites
Implications for the destination marketers in these countries are significant in
terms of the damage to the image of their destination and the necessary
recovery-marketing efforts
The extent to which promotional efforts are negated by government travel
advisories is a contentious issue
Unfortunately, the negative images created by publicity surrounding a
disaster can last far longer than any physical destruction to infrastructure or
tourism facilities
Two Possible Scenarios
Disaster  Travel Advisory  Crisis
Disaster  Crisis Travel Advisory
US Travel Advisories
16
US Travel Advisories
17
Video links
• USA travel advisory dents Kenya tourism prospects
– https://youtu.be/kD7J7bAD85M
• Egyptian Tourism Industry Devastated: Political violence leaves
tourism sector struggling to survive
– https://youtu.be/_8tqe2_N_8s
Dark tourism
• AKA Thano tourism
• There is a dark side to image marketing, where some travellers
are attracted to the negative images of places that have
suffered disasters
• Visits to scenes of death and disaster appeal to some for
reasons of remembrance, education or entertainment
Video links
• Why Death And War Have Become A Tourist Industry
– https://youtu.be/DTNLHaGIae0
• Dark tourism brings light to disaster zones
– https://youtu.be/NyZV6AMeoes
SESSION 9 & 10
PREVIEW
9. DESTINATION MARCOMM 2: IMC
10.MARKETING PLANNING & EXECUTION
Disasters, Crises and Dark
Tourism
Lake and Rock Experience
Marketing Workshop
DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14
Assignment: Describe the Rock and Lake
Experience for Authentic Experiencers
Step 1: We are now focusing on a single EQ / Traveler Type: Authentic Experiencer. And we have
new project teams organized by Rock and Lake Experience. Get together with your new teams and
complete Worksheet 1: Understand Authentic Experiencers. Make sure that everyone on your
team understands the Authentic Experiencer’s social and travel values, & brainstorm words that
reflect these values.
Step 2: Review the written materials for your assigned experience at rockandlake.com.
Step 3: Write or rewrite your assigned experience in such a way that will resonate with Authentic
Experiencers. Use Worksheet 2: Describe the Rock and Lake Experience to work through this
step.
The key outcome of today’s assignment is to describe the experiences offered on the Rock and
Lake Website in such a way as to resonate with Authentic Experiencers. Three questions must be
considered:
• Why does it (the experience) appeal? What are the emotional triggers the Rock and Lake
Experience addresses or satisfies?
• What are the key components (activities) of the Rock and Lake Experience?
• What is its unique selling proposition (USP)?
Assignment: Describe the Rock and Lake
Experience for Authentic Experiencers
Cottages
Outdoor
Activities
Fishing
Boat
Tours
Lake
Kyyvesi*
*http://www.fishinginfinland.fi/lake_kyyvesi
Assignment: Describe the Rock and Lake Experience
Additional background material:
Assignment: Describe the Rock and Lake Experience
Examples:
Assignment: Describe the Rock and Lake Experience for
Authentic Experiencers
Worksheet 1: Understand Authentic Experiencers
Assignment: Describe the Rock and Lake Experience for
Authentic Experiencers
Use Worksheet 2: Describe the Rock and Lake Experience
DESTINATION MARKETING
SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14
9 - DESTINATION MARCOMM 2:
IMC
10 - DESTINATION MARKETING
PLANNING AND EXECUTION