Contemporary Tourism Product Markets

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Presentation transcript:

Contemporary Tourism Product Markets © Chris Cooper & C M Hall 2016 Contemporary Tourism 3e, Goodfellow Publishers Ltd.

Lecture Objectives © Chris Cooper & C M Hall 2016 Contemporary Tourism 3e, Goodfellow Publishers Ltd.

Tourism Products Complex and multi-facetted Debated Package utilities and benefits Traditional view of ‘exchange’ © Chris Cooper & C M Hall 2016 Contemporary Tourism 3e, Goodfellow Publishers Ltd.

Contemporary View Relationships Co-creation Bundles of intangible and tangible elements Coordination of market actors © Chris Cooper & C M Hall 2016 Contemporary Tourism 3e, Goodfellow Publishers Ltd.

Kotler’s Approach Core product Facilitating product Augmented product © Chris Cooper & C M Hall 2016 Contemporary Tourism 3e, Goodfellow Publishers Ltd.

Experiences Pine and Gilmore’s experience economy Changing values and authenticity Engineered, formulated, staged and choreographed Passive to active dimension Personal, memorable and transforming © Chris Cooper & C M Hall 2016 Contemporary Tourism 3e, Goodfellow Publishers Ltd.

Types of Experience Providers Infusers – manufacturers who ‘infuse’ their products with experiences; Enhancers – service providers who use experiences to heighten satisfaction or differentiate from competitors; and Makers – service providers who create experiences as the core of their service. All combine to deliver the experience © Chris Cooper & C M Hall 2016 Contemporary Tourism 3e, Goodfellow Publishers Ltd.

Definition of a Market ‘self-reproducing social structures among cliques of firms and other actors who evolve roles from observations of each other’s behaviour (White, 1981) © Chris Cooper & C M Hall 2016 Contemporary Tourism 3e, Goodfellow Publishers Ltd.

Tourism Markets Products and markets evolve together Based on interaction with the customer Post tourist demands different approach © Chris Cooper & C M Hall 2016 Contemporary Tourism 3e, Goodfellow Publishers Ltd.

Segmentation Measurable Durable Accessible Substantial Sustainable Actionable © Chris Cooper & C M Hall 2016 Contemporary Tourism 3e, Goodfellow Publishers Ltd.

Tourism Product Markets Framework of interaction between buyers and sellers Marketplace Interaction of products and markets Assists in understanding types of tourism Exchanges can be aggregated into product markets © Chris Cooper & C M Hall 2016 Contemporary Tourism 3e, Goodfellow Publishers Ltd.

For Tourism Definitions based on groups of product attributes Identifies and delimits boundaries Market stories Interactions and exchanges Service encounters © Chris Cooper & C M Hall 2016 Contemporary Tourism 3e, Goodfellow Publishers Ltd.