9 - DESTINATION MARCOMM 2: IMC DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | DESTINATION MARKETING PLANNING AND EXECUTION

A NNOUNCEMENTS  Tue, May 10 – Sustainable Destination Marketing Presentations; Dress Like a Tourist Day  Wed, May 11 – written reports & presentation slide decks for client project due by midnight  Thu, May12 – client presentations  Fri, May 13 – Final Exam

D RESS L IKE A T OURIST D AY T UESDAY, M AY 10 A FRIENDLY COMPETITION AMONG S USTAINABILITY TEAMS IN D ESTINATION M ARKETING COURSE P RIZE : H ONOR, G LORY & 20 € GIFT CARD TO EACH MEMBER OF WINNING T EAM W INNING TEAM WILL BE DETERMINED BY VOTE OF THE STAFF * *In case of tie vote, visiting faculty will cast deciding vote. A CELEBRATION OF THE CUSTOMERS WHO MAKE TRAVEL / TOURISM / HOSPITALITY THE LARGEST INDUSTRY IN THE WORLD !

TOURISM & HUMAN RIGHTS Sait, Thuy, Jule, Annumaria, Jaakko & Valentin NATURE-BASED TOURISM Claire, Quyen, Saara-Maija, Jutta, An & Sherif TOURISM & GLOBAL CLIMATE CHANGE Eucharia, Vy, Laura, Sara & Adela TOURISM LABOUR MARKETS Juho, My, Rene, Jannica & Nadya Sustainable Destination Mkt Presentations Presentations in class Tues, May 10 Instructions: Cover your talking points; tell a story; 10 min or less; Q&A to follow

TOURISM & HUMAN RIGHTS Sustainable Destination Mkt Presentations Build Your Presentation Around These Talking Points Define human rights & discuss their relevance to tourism. Describe major global human rights policy & legislation & how they impact the tourism industry. Critically discuss alternative and responsible tourism in relation to human rights. Explain how tourism may improve or detract from the human rights of people living in destination communities.

NATURE-BASED TOURISM Sustainable Destination Mkt Presentations Build Your Presentation Around These Talking Points Define nature-based tourism, including an economic perspective. Describe the impacts of nature-based tourism and identify factors that influence the level and type of impact that tourism has upon natural systems. Critically discuss alternative forms of nature-based tourism (e.g. sustainable tourism and eco-tourism). Describe and provide suggestions how individual tourists can play a role as practitioners of sustainable tourism.

TOURISM & GLOBAL CLIMATE CHANGE Sustainable Destination Mkt Presentations Build Your Presentation Around These Talking Points Discuss issues of responsibility and harm in relation to tourism and climate change. Use the “Prisoner’s Dilemma” and “Tragedy of the Commons” to help explain the ethical problems of tourism in relation to climate change. Identify and evaluate alternative solutions posed for reducing carbon emissions from the tourism industry. Critically discuss the tensions between the environmental, social and economic impacts of touristic aviation.

TOURISM LABOUR MARKETS Sustainable Destination Mkt Presentations Build Your Presentation Around These Talking Points Discuss the tourism industry and the key features of its labour force. Identify and discuss the main ethical issues associated with employment in this industry. Explain and illustrate what is meant by “labour mobility” and “the employment effects of tourism.: Describe and provide suggestions how individual tourists can address the ethical issues and concerns of labour in the tourism industry.

Sustainable Destination Marketing Presentations (200 pts) Presentation Rubric Criterion Fails < 70% (< 36 pts) Meets 71 – 89% (36-43 pts) Exceeds 90–100% (44-50 pts) Quality …of content and format Presentation significantly digresses from the prompts (Talking Points) OR poor quality (misunderstanding of basic concepts) OR major spelling / grammatical errors (more than 10) Presentation addresses some of the prompts; however there are minor mistakes in explanation of concepts OR significant spelling/grammatical errors (between 6-10) Presentation successfully addresses all prompts thoroughly. In addition, no mistakes in explanation of concepts AND no grammatical/spelling errors Insight Ability to conceptualize, apply, and analyze relevant concepts and practices 2 or fewer relevant concepts or theories are identified and applied 2-4 or more relevant concepts or theories are identified and applied 4 or more relevant concepts or theories are identified and applied Completeness Responsiveness to the assignment requirements Requirements not accomplished by due date A majority of requirements (although not all) accomplished by due date All requirements accomplished by due date Time Management 10 min time limit exceeded by more than 1 minute Time limited exceeded by 1 minute or less Time limit met

DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 PREVIEWSESSION 9 & 10 9.DESTINATION MARCOMM 2: IMC 10.MARKETING PLANNING & EXECUTION Disasters, Crises and Dark Tourism Lake and Rock Experience Marketing Workshop

DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 PREVIEWSESSION 9 & 10 9.DESTINATION MARCOMM 2: IMC 10.MARKETING PLANNING & EXECUTION Disasters, Crises and Dark Tourism

No destination is immune to disaster – Every destination marketer should consider the possibility of a disaster at some stage in the future Disasters can be man-made or natural – They can be short term or long term Almost all will be unpredictable and beyond the control of the destination marketer How the destination marketer addresses the disaster will determine the extent of the crisis that follows Disasters and crises

Oil Spill Threatens Fla. Tourism

Disaster – a sudden catastrophic change over which the organisation has little or no control Disaster or crisis? Crisis – self-inflicted situation caused by such problems as inept management practises or inability to adapt to a changing environment

All national governments have a responsibility to provide an advisory service for their citizens identifying potentially risky destinations Most countries provide regularly updated travel advisories on government websites Implications for the destination marketers in these countries are significant in terms of the damage to the image of their destination and the necessary recovery-marketing efforts The extent to which promotional efforts are negated by government travel advisories is a contentious issue Unfortunately, the negative images created by publicity surrounding a disaster can last far longer than any physical destruction to infrastructure or tourism facilities Travel advisories Disaster  Travel Advisory  Crisis Disaster  Crisis  Travel Advisory Two Possible Scenarios

US Travel Advisories 16

US Travel Advisories 17

USA travel advisory dents Kenya tourism prospects – Egyptian Tourism Industry Devastated: Political violence leaves tourism sector struggling to survive – Video links

AKA Thano tourism There is a dark side to image marketing, where some travellers are attracted to the negative images of places that have suffered disasters Visits to scenes of death and disaster appeal to some for reasons of remembrance, education or entertainment Dark tourism

Why Death And War Have Become A Tourist Industry – Dark tourism brings light to disaster zones – Video links

DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 PREVIEWSESSION 9 & 10 9.DESTINATION MARCOMM 2: IMC 10.MARKETING PLANNING & EXECUTION Disasters, Crises and Dark Tourism Lake and Rock Experience Marketing Workshop

Assignment: Describe the Rock and Lake Experience for Authentic Experiencers Step 1: We are now focusing on a single EQ / Traveler Type: Authentic Experiencer. And we have new project teams organized by Rock and Lake Experience. Get together with your new teams and complete Worksheet 1: Understand Authentic Experiencers. Make sure that everyone on your team understands the Authentic Experiencer’s social and travel values, & brainstorm words that reflect these values. Step 2: Review the written materials for your assigned experience at rockandlake.com. Step 3: Write or rewrite your assigned experience in such a way that will resonate with Authentic Experiencers. Use Worksheet 2: Describe the Rock and Lake Experience to work through this step. The key outcome of today’s assignment is to describe the experiences offered on the Rock and Lake Website in such a way as to resonate with Authentic Experiencers. Three questions must be considered: Why does it (the experience) appeal? What are the emotional triggers the Rock and Lake Experience addresses or satisfies? What are the key components (activities) of the Rock and Lake Experience? What is its unique selling proposition (USP)?

Assignment: Describe the Rock and Lake Experience for Authentic Experiencers Cottages Outdoor Activities Fishing Boat Tours Lake Kyyvesi* *

Assignment: Describe the Rock and Lake Experience Additional background material:

Assignment: Describe the Rock and Lake Experience Examples:

Assignment: Describe the Rock and Lake Experience for Authentic Experiencers Worksheet 1: Understand Authentic Experiencers

Assignment: Describe the Rock and Lake Experience for Authentic Experiencers Use Worksheet 2: Describe the Rock and Lake Experience

9 - DESTINATION MARCOMM 2: IMC DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | DESTINATION MARKETING PLANNING AND EXECUTION