TOUR 26

Tourism PromotionServices

TOPICSPrelim Midterm

• Markets • Destinations

Semi-final Final Introduction to Tourism Promotion Promotion Mix

Markets

Topics

• Markets• Travel Motivators• Travel de-motivators• Other factors that influence travel• Market Variables• Types of Tourism

Learning Objectives

• Explain why people travel & what the needs, motives, and aspiration of travelers are;

• Explain the difference between leisure travelers and business travelers;

• Know the criteria for assessing destinations’ attributes and attractions in relation to promotion.

Markets

• Prospective travel consumers of a travel component or a tour package, at the point of origin.

A. Motivation for Travel1. Escape; 14. Self-discovery;2. Relaxation; 15. Cultural;3. Relief of tension; 16. Education;4. Sunlust; 17. Professional/business5. Physical; 18. Wanderlust;6. Health; 19; Interest in foreign areas and;7. Family togetherness; 20. Scenery8. Interpersonal relations;9. Roots or Ethnic;10. Maintain social contacts;11. Convince oneself of one’s achievements;12. Show one’s importance to others;13. Status and Prestige;

B. Basic Travel Motivators

1. Physical Motivators2. Cultural Motivators3. Interpersonal Motivators4. Status and prestige motivators

B. Basic Travel Motivators

1. Physical Motivators-(health, wellness, and the physical enjoyment, physical rest, recreation and relaxation)

B. Basic Travel Motivators

2. Cultural Motivators – (desire to know more about other peoples’ culture & their way of life)

B. Basic Travel Motivators

3. Interpersonal Motivators– (desire to meet and make new friends in other places, visit friends or relatives)

B. Basic Travel Motivators

4. Status and Prestige Motivators– ( self-fulfillment achieved

through travel and include personal development).

C. Travel De-Motivators

1. Cost of Travel2. Lack of Time3. Health4. Family Stage5. Lack of interest6. Fear of Safety

C. Travel De-Motivators

1. Cost of Travel – travel is dependent on disposable income.

C. Travel De-Motivators

2. Lack of time – no enough time/ cannot leave their job or business.

C. Travel De-Motivators

3. Health – poor health is not conducive to travel.

C. Travel De-Motivators4. Family Stage - Parents of young

children often do not travel because of the inconvenience of traveling w/ children

C. Travel De-Motivators5. Lack of interest - Lack of travel

information on destinations that may bring pleasurable experiences is a deterrent to travel.

C. Travel De-Motivators6. Fear of Safety - The unknown is often

feared. Bad publicity about a destination creates doubt and fear.

D. Other Factors that Influence Travel

1. Age2. Gender3. Education

D. Other Factors that Influence Travel

1. Age-it plays an important part in the types of experiences that appeal to a person.

young people: have time and energy, but no money.adults: have energy and money, but no time.seniors: have time and money, but no energy.

Age

Age

Age

D. Other Factors that Influence Travel

2. Gender-it also plays a significant role in travel motivation. This is due to role conflict.

D. Other Factors that Influence Travel

3. Education-different levels of education determine the types of new experiences a person is willing to accept.

E. Market Variables

1. Socio-economic and demographic variables

2. Product-related variables3. Psychographic variables4. Geographic variables

E. Market Variables

1. Socio-economic and demographic variables-Age, education, income, gender, civil status, family size, family life cycle, social class, home ownership, second home ownership, race, occupation

E. Market Variables

2. Product-related variables- length of stay, transportation mode, experience preferences, participation patterns, benefit expectations, brand loyalty, volume usage, equipment type, recreation activity

E. Market Variables

3. Psychographic variables-personality traits, life-style, attitudes, interests, opinions, motivations

E. Market Variables

4. Geographic variables-region, market area, urban, sub-urban, rural, city size, population density

Traveler’s Psychographic Variables

NEED MOTIVE ASPIRATIONPhysiological Relaxation Escape from the everyday work

environment, relaxation, release from tension & stress.

Safety Security A sense of well being, health, recreation

Belonging Love Family bonding, companionship, social interaction, personal & family ties.

NEED MOTIVE ASPIRATIONEsteem Achievement Prestige, social recognition,

ego-enhancement, personal development

Self-Actualization

Knowledge of Self

Exploration and evaluation of self, self-discovery, satisfaction of inner needs

Learning Knowledge Cultural, educational, and interest in other areas

Aesthetics Appreciation of Beauty

Environment, scenery, arts and sciences.

F. Types of Tourism

1. Historical Tourism2. Cultural Tourism3. Religious Tourism4. Adventure Tourism5. Environmental Tourism or Ecotourism6. Culinary Tourism7. Medical Tourism8. Recreational Tourism

F. Types of Tourism

1. Historical Tourism-Characterized by guided tours of monuments, visit to churches, temples & museums, & light sound shows that are important historical events.

F. Types of Tourism

2. Cultural Tourism-Characterized by guided tours that include tasting the local cuisine & the viewing of & participating in folk dance performances & demonstrations & purchase of local arts/crafts, as well as observance of local religious rites & ceremonies.

F. Types of Tourism

3. Religious Tourism-Travel for spiritual renewal & to experience & observe the religious practices of a locality.

Canonization of Blessed Pedro Calungsod

Ramadan in Mecca

F. Types of Tourism

4. Adventure Tourism-Travel for the purpose of challenging oneself in specialized skills acquired.

F. Types of Tourism

5. Environmental Tourism or Ecotourism-Travel for the purpose of observing & living with exotic peoples or native tribes. To view the flora and fauna of the locality, interact w/ indigenous people & admire the natural and environmental attractions.

F. Types of Tourism

6. Culinary Tourism-Can be broadly defined as an “eating & drinking” holiday along with the study of food production & processing & participation in food & beverage activities in a relaxed environment.

F. Types of Tourism

7. Medical Tourism-Can be broadly defined as health holiday along with a provision for “cost effective” private medical care in collaboration with the tourism industry for patients needing surgical and/or other forms of specialized treatment.

F. Types of Tourism

8. Recreational Tourism-Typified by participation in light sports, indoor or otherwise & social contacts in a relaxed environment.

Emerging types of Tourism

• Doom Tourism• Dark Tourism• Sex Tourism• LGBT Tourism / Pink Tourism

Doom Tourism

• Also known as "Tourism of Doom," or "Last Chance Tourism" this emerging trend involves traveling to places that are environmentally or otherwise threatened.

Mount Kilimanjaro, Tanzania

Great Barrier Reef, Australia

Dark Tourism

(also black tourism or grief tourism)has been defined as tourism involving travel to sites historicallyassociated with death and tragedy.

Murambi Technical School where many of the murders in the Rwandan genocide took place is now a

genocide museum.

Holocaust Memorial in Jerusalem

• A stone-carved burial site. Tau tau(effigies of the deceased) were put in the cave, looking out over the land. (Toraja ethnic group in Indonesia)

Sex Tourism

Sex tourism is travel to engage in sexual activity, particularly with prostitutes.

Red District in Thailand

Brothels in Amsterdam, Netherlands

LGBT Tourism

is a form of niche tourism marketedto gay, lesbian, bisexual and transgender (LGBT) people. Theyare usually open about their sexualorientation and gender identity butmay be more or less open whentraveling.

Typical gay club in LGBT tourist destination - old Puerto Vallarta, Mexico

• The International Gay and Lesbian Travel Association (IGLTA) holds an annual world convention and four symposia in different tourism destinations around the world

• The "14th International Conference on Gay & Lesbian Tourism" will be held in Fort Lauderdale, FL 11–13 December 2013. Conference is produced by Community Marketing & Insights, an LGBT market research and communications firm.

PASSPORT MAGAZINE

• is currently the only gay and lesbian travel magazine still in publication in the United States.

Passport Magazine

According to Lonely Planet the top friendly gay friendly destinations in the world are:

1. San Francisco2. Sydney, Australia 3. Brighton, England 4. Amsterdam, The Netherlands 5. Berlin, Germany 6. Puerto Vallarta, Mexico7. New York City, United States 8. Rio de Janeiro 9. Prague, Czech Republic 10. Bangkok, Thailand

https://en.wikipedia.org/wiki/LGBT_tourism