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Destinations and Tourist Services

Destinations and Tourist Services. Chapter 12. Tourism Units and Categories. Units Domestic travel Inbound tourism Outbound tourism Categories Internal tourism (domestic inbound) National tourism (domestic outbound) International tourism (inbound outbound). Tourism Criteria.

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Destinations and Tourist Services

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  1. Destinations and Tourist Services Chapter 12

  2. Tourism Units and Categories Units • Domestic travel • Inbound tourism • Outbound tourism Categories • Internal tourism (domestic inbound) • National tourism (domestic outbound) • International tourism (inbound outbound)

  3. Tourism Criteria • Purpose of trip • Distance of travel • Duration of trip • Residence of traveler • Mode of transportation

  4. Reasons for Travel • Leisure, recreation, holiday • Visiting friends or relatives • Business and professional • Health treatment • Religious or pilgrimages • Homeland or cultural discovery

  5. Travel Cycle Trip planning and expectations Tourist leaves home > > Uses transportation to destination • Experiences destination • Gathers trip markers < Uses transportation from destination Tourist arrives back home Recollections of trip from markers

  6. Tourists in Red Square

  7. Tourism Market Segments SEGMENTMESSAGE • Adventure experience • Budget value, deals • Family things for everyone • Gay quiet locations • Luxury special service • Baby boomer discovery orientation • Eco-traveler nature orientation

  8. Organizations • WTO - coordinates global travel • NTO - provide marketers with research data, workshops and tradeshows, familiarization trips, Internet sites, trade manuals, brochure development, joint marketing ventures, reservation system, consumer protection, and general industry advisory services.

  9. Travel Motivations • Hedonism - self-gifting, indulgence • Self-improvement -new sporting skills; culture, art, and culinary immersions • Spiritual needs - meditation, retreats

  10. Travel Markers and Souvenirs • Local products - arts,crafts, food • Markers - clothing, artifacts with destination name on them • Miniatures - tiny attraction replicas • Pieces of the rock - natural elements • Treasures - artifacts • Visual representations - photos, books

  11. Destination Brand Positioning Map High emotional pull High celebrity Low celebrity Value Value Low emotional pull

  12. Destination Brand Benefit Pyramid Level 5 Brand character Level 4 Brand value for repeaters Level 3 Psychological benefits and emotional rewards from visit Level 2 Benefits of destination features Level 1 Verifiable objectives and measurable characteristics of place

  13. Branding Cities • Proactive, cooperative partnerships • Appeal to “creative class” • Livable city with brand attributes • Positive tourist perceptions • Stands for something • Appearance • Internet images

  14. Branding San Francisco

  15. Place Brand Promotion Strategies • Film and fashion shoot locations • Media/product liaisons = branded entertainment • Magazine special advertising sections • Advertising brand constellations

  16. Marketing Tourism Services VENUE TARGET • Hotels groups, corporations • Tour operators singles and couples, alumni associations • Transportation passengers, charters • Attractions local residents, day visitors, schools

  17. Hospitality Industry • Non-serviced - furnished units, hostels, flathotels • Serviced - luxury hotels and resorts, spas • Image management • Sales force • Advertising • Editorials, travel television

  18. Spa Market Stand alone or hotel affiliated • Club spas • Day spas • Resort and hotel spas • Other spas

  19. Accommodations • Kids market • Timeshares • Rating systems • Internet booking sites

  20. Transportation Industry • Cruise ships • Homeport packaging • Niche cruises • Destination brand ports

  21. Packaged tours • Standardized • Price guarantees • Convenience • Accessibility to consumers • Image and branding in brochures • High standards , sense of security • All-inclusive • Transportation and accommodations packaged in advance • Accommodations with optional transport; hotels and attractions marketed together • Hybrid or modular packages on short notice

  22. Capadoccia, Turkey: Star Wars film set

  23. Eco-tourism • Marketed to niche traveler • Benefits to host country • Educational • Works toward sustainable development: - philosophy for healthy balance between tourists and local resources

  24. Questions • How should a travel agency identify prospective buyers for eco-tours? • What resources are available to a destination marketer to brand a place? What combination of inputs and financial support provide a successful marketing effort? • What is the image of “brand America”? What aspects of the United States contribute to the global audiences’ perception of the country? How can the U.S. brand be redefined to improve this image?

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