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Destination Marketing

Marketing for Hospitality and Tourism. Kotler, Bowen and Makens. Destination Marketing. Chapter 17. Learning Objectives. Discuss the benefits of tourism . Explain tourism strategies and different options for creating and investing in tourism attractions .

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Destination Marketing

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  1. Marketing for Hospitality and Tourism Kotler, Bowen and Makens Destination Marketing Chapter 17

  2. Learning Objectives • Discuss the benefits of tourism. • Explain tourism strategies and different options for creating and investing in tourism attractions. • Understand how to segment and identify visitor segments. • Explain how central tourist agencies are organized.

  3. Benefits of Tourism • Direct Employment • Support Industries and Professions • Multiplier Effect • State and Local Tax Revenues • Exports of Locally Made Products

  4. Sustainable Tourism Sustainable Tourism (Ecotourism) Carbon-Neutral Vacations Industry & Community Cooperation

  5. Events and Attractions Sports Events Events Biking & Marathon Events Waterfront Attractions Attractions Casinos as Attractions Stopover Tourism

  6. Psychological Determinants of Demand Prestige Escape Sexual Opportunity Education Social Interaction Family Bonding Relaxation Self- Discovery

  7. Other Types of Tourism Types of Tourism Medical Tourism Hiking & Pilgrimages Volunteer Vacationing Genealogical Tourism Space Tourism Agritourism

  8. Classification of Visitor Segments Visitor Segments Group-Inclusive Tour (GIT) Independent Traveler (IT)

  9. 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

  10. Functions ofNational 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

  11. Typical Tourism Goals Environmental & Natural Resources Government Operations Economic Consumer

  12. KeyTerms Agritourism Agriculture-based tourism that includes farms, ranches, and wineries. It provides rural areas with a means to attract tourists. Allocentrics Persons with a need for new experiences, such as backpackers and explorers. Destinations Places with some form of actual or perceived boundary, such as the physical boundary of an island, political boundaries, or even market-created boundaries. Destination marketing organization (DMO) A group that promotes a specific destination. Often a local convention and visitors bureau (CVB) serves as the DMO. Familiarization trip (Fam trip) A 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. Infrastructure The system 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.

  13. KeyTerms (cont.) Medical tourism One of the fastest 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. Multiplier effect Tourist expenditures that are recycled through the local economy, being spent and spent again. National tourist organizations (NTOs) A national government or quasi-government agency that markets destination tourism. Psychocentrics Persons who do not desire change when they travel. They like to visit nonthreatening places and stay in familiar surroundings. 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.

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