Transcript Travel and Tourism

Travel and Tourism
Definitions and Concepts
Definitions
Travel
Destination
orientation
Purposeful
Direct
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
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)
1.
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 Style
North-South flow
Many short breaks
Latin and Asian
destinations
Artificial
environments
Specialty 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 areas
Invisible exports from consumer collection
Increasing foreign exchange earnings leakage expenditures
Increasing income - visitor spending,
business expenditures
Increasing 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, UNESCO
Bilateral agreements - open skies, hotel
classification, EEC, NAFTA
Destination regulation - tours, food service,
transportation, accommodations standards
Tour operator regulations
Chapter 5: Tourism Planning
Destination lifecycle
Background analysis - SWOT
Market research and activity analysis
Position statement against competition
Goal and objective setting, strategy
selection
Plan development, implementation,
monitoring and evaluation
Chapter 6: Tourism Development
Feasibility studies
Site analysis - investors/lenders, market &
physical characteristics
Market analysis - questionnaires, focus
groups, observations
Economic 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, SWOT
Goals- segments, position, objectives and
strategies
Marketing mix - integrated brand
communication
Implementation - tracking and
modification
Evaluation - effectiveness, accountability
Marketing mix - 8Ps
Product - transport, lodging, souvenirs
Price - lifecycle, competition, TM
Promotion - advertising, PR, sales, publicity
Place - channel, intermediaries
Packaging - all inclusive trips
Programming - activities, events
People - human resources
Partnership - 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.
2.
3.
4.
5.
Select target market and market segments
Set objectives based on consumer research
and a results orientation
Establish a task-objective based budget
Determine a message to support
product/service position
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 countries
Link brand to companion brand with similar
image or market segment
Use cooperative efforts to share costs for
extended reach and impressions