Transcript Analysis on entrepreneurial opportunities in the sustainable tourism

Health and wellness
tourism: trends and
strategies
Paolo Grigolli
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What is destination
marketing?
Product
Promotion
Placement
Price
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What is destination
marketing?
 Destination Marketing is a crucial activity for making the
destination competitive on the tourism market.
 Destination Marketing has two main goals:
 Improve the attractiveness of the destination;
 Position the destination or the tourism products on the
market place;
Destination Marketing, what
for?
 Promote and sell tourism products related to tourists motivations
 “Organize a combination of resources/products/services able to
provide a real value for selected target of demands,motivate to
buy and satisfy the customers expectations.
James Makens et al., Marketing for Hospitality and Tourism
+ Destination marketing vs. mass
products marketing
Destination marketing
differs because:
 In the tourism sector - diffrently from
others sectors, in which the
distribution channels deliver the
products to the consumers - the
consumers move to the destinations;
 The tourism product is made up by
different components (resources)
managed by different stakeholders;
 Decisions do not belong to one
person/manager;
 The image of the destinations can be
influenced by external factors that
can not be managed;
Vs.
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+ What influences
competitivity
Attractions
• Natural, cultural, artificial resources, events;
Accessibility
• Roads, trains, airports;
Recreation
• Commercial activities, other services etc.
Accommodation
• Accommodation facilities (hotels, B&B, lodge,
CBT etc.
Activities
• All activities: adventure, sports, culture etc.
Commercial
accessibility
• Packages and offer available on the market.
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Why destination marketing?
DEMAND
OFFER
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Why destination marketing?
New
motivations
Change in
consumers’
behavior
Higher
competition
Excess of
offer
WHY?
Product
specialization
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Responsible Tourism
Tourism is an extremely diverse sector , ranging from highly
developed mass tourism, through to tourism that relies more
on the inherent natural and cultural features of an area to
attract tourists.
Responsible tourism means
different things to different places
and market
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Cape Town Declaration /1
Definition of responsible tourism
1. minimises negative economic, environmental,
and social impacts;
2. generates greater economic benefits for local
people and enhances the well-being of host
communities, improves working conditions and
access to the industry;
3. involves local people in decisions that affect
their lives and life chances;
4. makes positive contributions to the
conservation of natural and cultural heritage,
to the maintenance of the world's diversity;
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Cape Town Declaration /2
Definition of responsible tourism
5. provides more enjoyable experiences for
tourists through more meaningful connections
with local people, and a greater
understanding of local cultural, social and
environmental issues;
6. provides access for physically challenged
people;
7. is culturally sensitive, engenders respect
between tourists and hosts, and builds local
pride and confidence.
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Responsible tourism
Definition of responsible tourism
Companies
Government
Communities
Creating
better places
for people to
live in and for
people to visit
Tourists
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Motivation for health tourism
wellness
prevention
healing
Health Tourism
11/04/2016
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The two souls of health
tourism
Health
Tourism
Medical
Tourism
Wellbeing
Tourism
11/04/2016
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Termal Health Tourism
features
Healing
and
prevention
Senior
Demand
Traditional
Health
Tourism
Long stay
Medical
care
Thermal
Medicine
11/04/2016