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Events in a Globalising World

Events in a Globalising World. Lecture 6 Destinations in a global environment David Litteljohn. Major References. Hall and Page, pp 67-85 ( NB Ritzer not used this week ) Hankinson - as per lecture reference download at http://jvm.sagepub.com/cgi/reprint/10/2/109 (see synopsis)

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Events in a Globalising World

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  1. Events in a Globalising World Lecture 6 Destinations in a global environment David Litteljohn

  2. Major References • Hall and Page, pp 67-85 • (NB Ritzer not used this week) • Hankinson - as per lecture reference download at http://jvm.sagepub.com/cgi/reprint/10/2/109(see synopsis) • Niall Caldwell, Joao R Freire, The differences between branding a country, a region and a city: Applying the Brand Box Model Journal of Brand Management. London: Sep 2004. Vol. 12, Iss. 1; p. 50 • Go to http://proquest.umi.com/pqdweb?RQT=572&TS=1203077182&clientId=6297&VType=PQD&VName=PQD&VInst=PROD&PMID=49216&PCID=13579251&SrtM=0&SrchMode=3&aid=1

  3. Aims Overall to illustrate local strategies to tourism globalisation though the example of branding • To consider international tourism demand in terms of volume and motivation • To consider the value of demand heuristics • To locate the issues of the local in terms of destination/place • To set a foundation for considering branding for tourism and events

  4. Drivers in globalisation- real costs of travel 1949 - 2006

  5. WTO: Importance, purpose of int’l travel Tourism: 6% of global exports Standardisation - Satellite accounts http://www.unwto.org/statistics/tsa/references/tsa_references.htm#

  6. Global tourism Flows 1997 - 2020 Source: UN WTO

  7. Int’l Arrivals at major destinations: 1998-2020

  8. Definitions of visitor movements for statistics: WTO, cited in R.Chadwick 1994. • International tourism: consists of inbound tourism. • Visits to a country by non-residents and outbound tourism residents of a country visiting another country. • Internal tourism: residents of a country visiting their own country. • Domestic tourism: internal tourism plus inbound tourism (the tourism market of accommodation facilities and attractions within a country). • National tourism: internal tourism plus outbound tourism (the resident tourism market for travel agents and airlines)

  9. As quoted in Hall and Page

  10. From Old to New? • Tourism Consumers ‘then’ • Inexperienced • Homogeneous • Predicable • Sun-lust • Get sunburnt • Security in numbers • Superiority • Escape • Tourism Consumers ‘now’ • Mature • Hybrid • Spontaneous • Sun-plus • Keep clothes on • Want to be different • Understanding • Extension of life (Source: Poon, A. (1989) Tourism, Technology and Competitive Strategies, Wallingford: CAB International.

  11. TOURISM NICHES Source: Based on Novelli, 2005

  12. Both Old and New? Generating market OldNew Old New Receiving destination(s) Implications relate to development of infrastructure (physical cultural/events/staging), administrative/co-ordination, Investments, skills, image, competitiveness

  13. Cultural, physical and social characteristics that give a regional identity Adequate tourism infrastructure Contain more than 1 community or attraction Existing or potential attractions Have planning and marketing infrastructure Be accessible to a large population base Complex and multidimensional tourism product based on a variety of resources/ownership forms Other economic and social activity (harmony/conflict) A host community Planning authority An active private sector Destination constituents As based on HALL, C.M., 2005. Tourism Rethinking the Social Science of Mobility. Harlow: Pearson Education, pp160-161.

  14. ENABLERS FOR GLOBALIZATION IN TOURISM Tastes Consumer Economic convergence Lifestyle Wants/Values GEOGRAPHY - MARKETS Proximity Political convergence IT Business Systems Costs/market access Suppliers Marketing Techniques (Interconnectivity) Source: Derived from Hall

  15. Kotler and Gretner Branding allows ‘Strategic Place Marketing’ • Understanding environmental forces that affect its (I.e. a place/destination’s) marketability • Monitoring the external environment in relation to opportunities and threats • Involving all relevant stakeholders including government, citizens and businesses to develop a shared image • Setting and delivering incentives and managing the factors that may affect buying decisions including image, attractions, infrastructure and people (Kotler and Gertner, 2004) http://proquest.umi.com/pqdweb?index=7&did=826458081&SrchMode=3&sid=1&Fmt=6&VInst =PROD&VType=PQD&RQT=309&VName=PQD&TS=1203427012&clientId=6297&aid=1

  16. A brand is … • ‘an identifiable product, service, person or place, augmented in such a way that the buyer or user perceives relevant, unique added valueswhich match their needs most closely. Success results from being able to sustain these added values in the face of competition’ (Chernatony and McDonald, 2003, P25). • Added values are functional and non-functional and take on meanings where consumer awareness is triggered consciously or intuitively (McRae et al, 1995). £1070 on Gucci website February 2008 black python with silver/gold hardware

  17. DESTINATION BRAND POSITIONING MAP High emotional pull India The Bahamas South Africa Ireland Paris Scotland High Celebrity value Low Celebrity value Poland Antarctica Ukraine Afghanistan (Morgan et al, 2002, p 23) Low emotional pull

  18. Tourism brands by level and type

  19. Hankinson, 2004

  20. Caldwell & Freire • Adapt previous work to take into account a destination’s • Personality dimension/ Representationality • Related to ‘personalities, roles, set of needs and emotions’ (De Cheratony and McWilliam, 1989) • Technical capability/Functionality • Product characteristics - tangible and intangible

  21. Caldwell & Freire’s conclusions • Regions score higher on representationality • Countries score higher on functionality • The two national groups showed some different perceptions • Same for Miami, Spain, Prague, Ibiza on representation (youth fashion?) • Same for USA on functionality • But some differences depending on location (and implied ‘desire’(what do they know and what do they want?) in perceptions of Spain (Ski vs. beach)

  22. International brand promotion choices • Abandon attempts for unified int’l campaign and allow tailored approaches • Create an int’l campaign which avoids using cultural currencies which will be interpreted differently • Create an int’l campaign which draws from an global stock of iconography etc Source: Anholt S, 1999, Travel and tourism companies: Global brands, Journal of Vacation Marketing; 5; 290, http://jvm.sagepub.com/cgi/content/abstract/5/3/290

  23. Concluding thoughts • Destinations • Competitive • Facing complex environments- demand and supply • Marketing - branding is only one example (other include Events strategies). Consider • Appropriation of marketing techniques from other sectors in relation to demand • Sustainability: stakeholders and over time • Events - what role chosen in the destination image/brand?

  24. Example The VisitScotland Landscape Space Vibrant cities Adventure Culture & history Relaxes Outdoor activities Stimulates World class golf Challenges Festivals / Hogmanay Diversity Wildlife Romance Fine food & drink Authentic City & rural beaks B&B - 5* luxury Welcome Discerning Real Friendly Special Cultured Proud Enriched Individual Rejuvenated Unpretentious Independent Idiosyncratic Confident Inspired In awe Different Safe Facts & Symbols Rational Highlands scenery, tartan, bagpipes, castles, lochs, whisky, golf, Edinburgh, accent Brand Essence Wheel Proposition Describe Scotland the What the A powerfully enriching personal experience product product does “Live it” for me Essence Enduring - - Dramatic - Human The natural wonder of Northern Europe How the Brand personality How the brand brand makes makes me look me feel Emotional Innovation, integrity, pride, proficiency Values

  25. EXAMPLE

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