Transcript Chapter Title

Marketing for Hospitality and Tourism
Kotler, Bowen and Makens
Destination Marketing
Chapter 17
Learning Objectives
1. Discuss the benefits of tourism.
2. Explain tourism strategies and different options for
creating and investing in tourism attractions.
3. Understand how to segment and identify visitor
segments.
4. Explain how central tourist agencies are organized.
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
© 2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Benefits of Tourism
Direct Employment
Support Industries and Professions
Multiplier Effect
State and Local Tax Revenues
Exports of Locally Made Products
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
© 2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Sustainable Tourism
Industry &
Community
Cooperation
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
Sustainable
Tourism
(Ecotourism)
CarbonNeutral
Vacations
© 2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Events and Attractions
Sports Events
Events
Biking & Marathon Events
Waterfront Attractions
Attractions
Casinos as Attractions
Stopover
Tourism
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
© 2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Psychological Determinants of Demand
Prestige
Escape
Social
Interaction
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
Sexual
Opportunity
Family
Bonding
Education
Relaxation
SelfDiscovery
© 2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Other Types of Tourism
Space Tourism
Agritourism
Hiking & Pilgrimages
Medical Tourism
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
Types of
Tourism
Volunteer Vacationing
Genealogical Tourism
© 2014 by Pearson Higher Education, Inc
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Classification of Visitor Segments
GroupInclusive Tour
(GIT)
Marketing for Hospitality and Tourism, 6e
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Visitor
Segments
Independent
Traveler (IT)
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Individual Mass Tourists
Explorers
Drifters
Visiting Friends/Relatives
Business Travelers
Pleasure Travelers
Business & Pleasure Travelers
Tag-Along Visitors
Grief Travelers
Education and Religious Travelers
Pass-Through Tourists
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
© 2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Functions of
National Tourism Organizations
Flow of Research Data
Representation in Markets
Organization of Workshops & Trade Shows
Familiarization Trips
Participation in Joint Marketing Schemes
Support for New or Small Businesses
Customer Assistance & Protection
General Education
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
© 2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Typical Tourism Goals
Economic
Consumer
Environmental
& Natural
Resources
Government
Operations
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
© 2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Key Terms
Agritourism Agriculture-based
Familiarization trip (Fam trip) A
tourism that includes farms, ranches,
and wineries. It provides rural areas
with a means to attract tourists.
Allocentrics Persons with a need
trip where travel agents or others who
can send business to a tourist
destination attraction, cruise, or hotel
are invited to visit at a low cost or no
cost.
for new experiences, such as
backpackers and explorers.
Infrastructure The system
Destinations Places with some form
of actual or perceived boundary, such
as the physical boundary of an island,
political boundaries, or even marketcreated boundaries.
Destination marketing
organization (DMO) A group that
according to which a company,
organization, or other body is organized
at the most basic level.
Macrodestinations Destinations
such as the United States that contain
thousands of microdestinations,
including regions, states, cities, towns,
and visitor destinations within a town.
promotes a specific destination. Often a
local convention and visitors bureau
(CVB) serves as the DMO.
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
© 2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Key Terms (cont.)
Medical tourism One of the fastest
Psychocentrics Persons who do
growing and most lucrative tourism
markets. The tourists spend a large
amount on medical treatment, stay in
top hotels, and often travel around the
country after their surgery.
not desire change when they travel.
They like to visit nonthreatening places
and stay in familiar surroundings.
Multiplier effect Tourist
expenditures that are recycled through
the local economy, being spent and
spent again.
Tourism A stay of one or more nights
away from home for holidays, visits to
friends or relatives, business
conferences, or any other purpose,
except such things as boarding,
education, or semi-permanent
employment.
National tourist organizations
(NTOs) A national government or
quasi-government agency that markets
destination tourism.
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
© 2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved