Transcript The Tourism Marketing Environment - Nelson Education

Chapter
12
DESTINATION
MARKETING
Prepared by
Simon Hudson, Haskayne School of Business
University of Calgary
and
Marion Joppe, University of Guelph
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Copyright © 2009 by Nelson Education Limited.
Destination Marketing
Chapter
12
Topics
• Principles of destination marketing
• Role of destination marketing organizations
(DMOs)
• Principles of destination branding
• Strategies used to promote destinations
• Marketing of events and conferences
• Marketing of all-inclusive resorts
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Destination Marketing
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The Principles of Destination
Marketing
• Destinations
– places that have some form of actual or
perceived boundary, such as the physical
boundary of an island, political
boundaries, or even market-created
boundaries
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Destination Marketing
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12
Characteristics of Destinations
Table 12.1
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Destination Marketing
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Classifications of Destinations
Table 12.2
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Destination Marketing
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Attractions
• Often the main motivator for a trip
• A major attraction often stimulates the
development of the destination
• Can be natural or human-made
• Private attractions: driven by profit
motive
• Public sector attractions: more social
considerations
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Destination Marketing
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Objectives of Destination Marketing
• improve image of an area in hopes that industrialists
will relocate their factories and offices to the area
• provide jobs for local residents
• increase range of facilities available for local
community
• give local residents more pride, which can happen
when people see that tourists want to visit their
region
• provide rationale and funding for improvements to
local environment
• make the destination politically more acceptable
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Destination Marketing
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12
The Role of Destination Marketing
Organizations (DMOs)
• Destination Marketing Organizations
(DMOs)
– government agencies, convention and
visitors bureaus, travel associations, and
other bodies that market travel to their
respective destination areas
– can function at the local (often CVB),
regional or national (NTO) level
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Destination Marketing
Chapter
12
The Role of Destination Marketing
Organizations (DMOs)
• Convention and visitor bureaus (CVBs)
– regional or city-level organizations
responsible for marketing a specific
destination
– 500 of the larger bureaus belong to
Destination Marketing Association
International (DMAI)
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Copyright © 2009 by Nelson Education Limited.
Destination Marketing
Chapter
12
The Role of Destination Marketing
Organizations (DMOs)
• Destination Marketing Association
International (DMAI)
– an organization that provides educational
resources and networking opportunities to
its members and distributes information
on the CVB industry to the public
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Destination Marketing
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Tourism Development
• Tourism area life cycle (TALC)
– the stages a destination goes through,
from exploration to involvement to
development to consolidation to
stagnation to rejuvenation or decline (also
known as the “tourism destination life
cycle”)
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Destination Marketing
Chapter
12
The Tourist Area Life Cycle
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Destination Marketing
Chapter
12
Destination Branding
• Destination branding
– A method of establishing a distinctive
identity for a destination based on
competitive differentiation from others
– Snapshot: Capitals of Canada
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Destination Marketing
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12
Challenges of Destination Branding
•
•
•
•
•
Limited Budgets
Politics
External Environment
Destination Product
Creating Differentiation
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Destination Marketing
Chapter
12
Stages of Brand Building
• Market Investigation, Analysis, and
Strategic Recommendations
• Brand Identity Development
• Brand Launch and Introduction
• Brand Implementation
• Monitoring, Evaluation, and Review
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Destination Marketing
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12
Destination Brand Benefit Pyramid
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Destination Marketing
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12
Destination Promotion
• Promotion strategy
– reaching prospective visitors via
expenditure on a promotional mix
intended to achieve destination
awareness and influence prospective
customers’ attitudes and purchasing
behaviour; a traditional approach to
destination marketing
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Destination Marketing
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12
Destination Promotion
Media investment
– has grown rapidly in recent years, and most
DMOs are involved in a range of promotional
activities
– these include six types: brochures,
advertisements, the press and public relations,
personal selling, sales promotions, and trade
fairs and exhibitions
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Destination Marketing
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12
Destination Promotion
• Marketing Cooperation
– creates marketing bridges between a
DMO and individual operators in the
tourism industry; and between “umbrella”
campaigns and industry marketing
expenditure
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Destination Marketing
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12
Marketing Events and Conferences
• Events and festivals
– Often introduced to cope with seasonality and to
boost tourism receipts during normally quiet
times of the year
• Conferences
– Includes conventions, exhibitions, trade shows,
meeting and incentive travel
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Destination Marketing
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12
Marketing All-Inclusive Resorts
– decreases the uncertainty of the tourist about the
total amount of money to be spent during a
holiday
– involves the sale of different products as a unique
package at a price lower than the total price of its
components sold separately
– criticized for their social, economic, and
environmental impacts
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