Distribution Mix In Tourism

Indirect distribution channels Travel clubs Incentive travel planners Convention/meeting planners Corporate travel managers Retail travel agents Tour wholesalers and operators Internet travel services

Direct distribution to customers Lodging Cruise lines Attractions Gaming facilities Rental cars Airlines/bus/rail Restaurant/food service

Channel integration Vertical - ownership by one organization of all or part of tourism distribution channel; total control of information to consumer Horizontal - ownership of similar businesses by one organization in the distribution channel; shared messages

Tours and packages 1. Escorted - tour leader/director accompanies tourists 2. Hosted - host meet tourists but does not accompany them 3. Packaged - provides transport and lodging but usually not host or leader 4. Independent - families/friends go together

Tour marketing Slick brochures, videos Trade print advertising, trade shows Consumer broadcast and print Direct response with 800, www address, fax

Incentive travel planners Corporate motivation tool to increase performance Client appreciation vehicle to retain business Involves destination management companies or inbound tour operators Driven by return on investment (ROI)

Forces Shaping Tourism

Culture and society Cultures have shared values and attitudes High context - nonverbal, implied messages Low context - verbal, definitive statements Individualistic - freedom, independence Social - group identity, shared motivations Task or time orientation

Role of leisure time Shorter workweek, longer weekends More women and retired travelers Higher disposable and discretionary income Emerging youth camp/vacation trend Increasing trips to distant family members

Traveler types and preferences Achievers travel for business; Societally Conscious are self-reliant and price conscious Other-directeds travel for show; Inner-directeds travel for self Allocentrics want independent travel, places with few tourists; territory free, high energy Psycocentrics want group travel, well-developed attractions; territory bound, low energy

Travel Motivations Maslows hierarchy for travel Intellectual - learning and discovery Social - friendship, esteem needs Competence-mastery - challenge, competition Stimulus-avoidance - solitude, stress relief

Product vs. consumer driven motivations - The Health Spa product v ATTRIBUTES massages, food, luxurious surroundings BENEFITS stress relief, diet, comfort VALUES self-relaxation, inner peace ^ consumer

Selecting a Destination Reality vs. perception Company/place name and slogan Distance Self-image preservation Competitive advantage Expectations

Purposes of Travel

Business travel market 1. Regular business traveler is a 40s male Wants service, timeliness; is demanding Seek value rather than economy 5 segments (frequent, women, luxury, international, occupational) Future factors: economic, regulatory, globalization, automation

Business travel market 2. Business meeting, conference attendees Venue selection based on: non-smoking rooms, concierge, 24-hour room service, gift shop Highest image cities: San Diego, San Francisco, New Orleans, DC, Chicago, Boston, San Antonio, Seattle, Atlanta

Business travel market 3. Incentive traveler is a high-achieving salesman Incentive buyers criteria for selection are: budget, time of year, participant background, incentive history, accessibility, facilities, activities for participant and spouse (or companion)

Pleasure and personal travel market segments 1. Get away/family travelers Visit relatives, driving distance, kid friendly 2. Adventurous/educational Seek new destinations, good accommodations, outdoor activity options 3. Gamblers/fun travelers Prefer resorts and nightlife

Pleasure travel markets 1. Family market - theme parks, beach 2. Group tours - multi-destinations 3. Gaming market - day-trippers and destination casinos 4. Senior travel market - escape/learn, retirees, active storytellers 5. Cruise market - enthusiastic/restless boomers, luxury, shoppers, explorers