Travel and Tourism

Definitions and Concepts

Definitions

Travel

Destination orientationPurposefulDirect

Tourism

Leisure pursuit

Acquisition activity

Meandering

Tourism Cycle

Leave home

Use transportation to travel away

Arrive or journey in a new place or space

Acquire mementos and souvenirs

Use transportation to travel back

Arrive back home

Use mementos to reconstruct trip

Advancements in Travel

1. A system of currency exchange

Roman coins

Greek games

Common language (Latin)

2. Rural to urban movement

Grand Tour (16th century)

Spa and seaside resort (19th century)

More travel advancements

Holidays (from holy days) for workers (UK)

Railway opens US

Wealthy class emerges to tour

Vacations for middle classes

Mass tourism after WWII

Travel democratized

Hedonic travel prevails

21st Century Tourism

Old Style

East-West flow

One long vacation

European destinations

Natural environments

Mass markets

New StyleNorth-South flowMany short breaksLatin and Asian destinationsArtificial environmentsSpecialty markets

Chapter 1

Attractions and Services for the Traveler and Tourist

Attraction Destinations

PRIMARY

Extended time

Breadth of appeal

Market orientation (Disney-amusement)

Site orientation (Aspen-sport)

SECONDARY

Short time; stopover

Narrow focus (MOMA - education)

Accessible to transport

Roadside attractions

Facilities

Lodging

Food and beverage

Support Industries (goods, services, activities)

Proximity to transportation

Hospitality programs

Souvenirs

Integral part of economic structure of destination

Serve as tangible symbols to commemorate travel experiences

Act as ‘site markers’ of visitation

Embody memories and recollections of travel

Function of souvenirs

Pictorial images (photos, postcards, books)

Pieces-of-the-rock (collected from nature)

Symbolic shorthand (miniatures)

Markers (inscribed with location; t-shirt)

Local products (food, crafts, art)

Souvenir meanings

Niave travelers assign public meanings to souvenirs that are specific to the locale and are representations of some geographic space; conspicuous authenticity

Experienced travelers see souvenirs as private representations of hedonics (pleasures) that relate to friends, family or other experiences; abstract authenticity

Chapter 2

Tourism impacts on the economy, society, culture and environment

Economic Development & Economic Impact

Opportunity for growth to developing areasInvisible exports from consumer collectionIncreasing foreign exchange earnings - leakage expendituresIncreasing income - visitor spending, business expendituresIncreasing employment - direct/indirect

Societal and Cultural Impacts

Meet new people with different customs

Confrontation of new values, lifestyles, languages, wealth

Hosts - residents of tourist site

Guests - visitors to tourist site

Disease transmission

Imperialism amd involution

Sustainable Tourism

Improves quality of life for host community

Provides high quality experience for visitor

Sensitive to ecology and biology of region

Strengthens community identity

Compatible with local values

Manages tourism development resources

Chapter 3: Role of government and world organizations

Policy development and planning

Regulations

Marketing and research, education

World Tourism Organization

World Travel & Tourism Council

Asia-Pacific Economic Cooperation

Chapter 4: Tourism Regulation

Multilateral agreements - international air travel rights and goals, GATT, UNESCOBilateral agreements - open skies, hotel classification, EEC, NAFTADestination regulation - tours, food service, transportation, accommodations standardsTour operator regulations

Chapter 5: Tourism Planning

Destination lifecycleBackground analysis - SWOTMarket research and activity analysisPosition statement against competitionGoal and objective setting, strategy selectionPlan development, implementation, monitoring and evaluation

Chapter 6: Tourism Development

Feasibility studiesSite analysis - investors/lenders, market & physical characteristicsMarket analysis - questionnaires, focus groups, observationsEconomic analysis - expenses, revenues, cash flow, cost/benefit

Chapter 7

Tourism Marketing

Marketing Segment Criteria

Measurable number of visitors

Accessible through media or promotion

Sufficient numbers to justify effort

Unique characteristics

Sustainability

Competitive advantage

Similar characteristics or motivations

Segmentation

Demographic and socioeconomic

Geographic

Purpose of trip

Behavioral

Psychographic

Product-related

Channel of distribution

Positioning

Determine how tourists perceive position

Evaluate whether to establish, change or reinforce that position

Objective positioning - match site attributes with tourist needs

Subjective positioning - correct misperceptions; repositioning

Positioning approaches

Product features (Swiss Alps)Benefits, problem solution, needs (LaCosta’s full service spa)Special usage occasion (Honeymoon at Madonna Inn)User category (Avis Number 2)Against a competitor (Don’t take Amex)Product class (Love Boat)

Marketing planning

Situation analysis - economy, consumers, competition, trends, SWOTGoals- segments, position, objectives and strategiesMarketing mix - integrated brand communicationImplementation - tracking and modificationEvaluation - effectiveness, accountability

Marketing mix - 8Ps

Product - transport, lodging, souvenirsPrice - lifecycle, competition, TMPromotion - advertising, PR, sales, publicityPlace - channel, intermediariesPackaging - all inclusive tripsProgramming - activities, eventsPeople - human resourcesPartnership - coop ads and packaging

Chapter 8

Tourism Promotional Communication

Promotional objectives

Initiate new travel behavior with information and incentives

Change existing travel attitudes through persuasion

Reinforcing desirable travel behavior with reminders

Promotional program development

1. Select target market and market segments

2. Set objectives based on consumer research and a results orientation

3. Establish a task-objective based budget

4. Determine a message to support product/service position

5. Create message format and appeal

Promotion program continued

6. Select promotional mix elements that adhere to budget for entire market

7. Determine appropriate media to reach each target segment

8. Measure and evaluate promotional effectiveness

Building relationships

Data base marketing for direct mail

WWW electronic brochures

Telemarketing or 800 response

Event marketing

Merchandising

Brand image and brand equity

Image created in traveler’s mind from promotional messages

Brand equity created through experience with product or service

Branding is relationship-oriented

Brands must be managed to insure equity building process is successful

Building partnerships

Foster marketing and promotional partnerships with transportation, suppliers, business in host and originating countriesLink brand to companion brand with similar image or market segmentUse cooperative efforts to share costs for extended reach and impressions