Destinations and Tourist Services Chapter 12

Tourism Units and Categories Units Domestic travel Inbound tourism Outbound tourism Categories Internal tourism (domestic inbound) National tourism (domestic outbound) International tourism (inbound outbound)

Tourism Criteria 1. Purpose of trip 2. Distance of travel 3. Duration of trip 4. Residence of traveler 5. Mode of transportation

Reasons for Travel 1. Leisure, recreation, holiday 2. Visiting friends or relatives 3. Business and professional 4. Health treatment 5. Religious or pilgrimages 6. Homeland or cultural discovery

Travel Cycle Trip planning and expectations Tourist leaves home > > Uses transportation to destination Experiences destination Gathers trip markers < Uses transportation from destination Tourist arrives back home Recollections of trip from markers

Tourists in Red Square

Tourism Market Segments SEGMENTMESSAGE Adventureexperience Budgetvalue, deals Familythings for everyone Gay quiet locations Luxuryspecial service Baby boomerdiscovery orientation Eco-travelernature orientation

Organizations WTO - coordinates global travel NTO - provide marketers with research data, workshops and tradeshows, familiarization trips, Internet sites, trade manuals, brochure development, joint marketing ventures, reservation system, consumer protection, and general industry advisory services.

Travel Motivations Hedonism - self-gifting, indulgence Self-improvement -new sporting skills; culture, art, and culinary immersions Spiritual needs - meditation, retreats

Travel Markers and Souvenirs Local products - arts,crafts, food Markers - clothing, artifacts with destination name on them Miniatures - tiny attraction replicas Pieces of the rock - natural elements Treasures - artifacts Visual representations - photos, books

Destination Brand Positioning Map High emotional pull High celebrity Low celebrityValue Low emotional pull

Destination Brand Benefit Pyramid Level 5 Brand character Level 4 Brand value for repeaters Level 3 Psychological benefits and emotional rewards from visit Level 2 Benefits of destination features Level 1 Verifiable objectives and measurable characteristics of place

Branding Cities Proactive, cooperative partnerships Appeal to “creative class” Livable city with brand attributes Positive tourist perceptions Stands for something Appearance Internet images

Branding San Francisco

Place Brand Promotion Strategies Film and fashion shoot locations Media/product liaisons = branded entertainment Magazine special advertising sections Advertising brand constellations

Marketing Tourism Services VENUETARGET Hotels groups, corporations Tour operators singles and couples, alumni associations Transportationpassengers, charters Attractionslocal residents, day visitors, schools

Hospitality Industry Non-serviced - furnished units, hostels, flathotels Serviced - luxury hotels and resorts, spas Image management Sales force Advertising Editorials, travel television

Spa Market Stand alone or hotel affiliated Club spas Day spas Resort and hotel spas Other spas

Accommodations Kids market Timeshares Rating systems Internet booking sites

Transportation Industry Cruise ships Homeport packaging Niche cruises Destination brand ports

Packaged tours Standardized Price guarantees Convenience Accessibility to consumers Image and branding in brochures High standards, sense of security All-inclusive Transportation and accommodations packaged in advance Accommodations with optional transport; hotels and attractions marketed together Hybrid or modular packages on short notice

Capadoccia, Turkey: Star Wars film set

Eco-tourism Marketed to niche traveler Benefits to host country Educational Works toward sustainable development: - philosophy for healthy balance between tourists and local resources

Questions How should a travel agency identify prospective buyers for eco-tours? What resources are available to a destination marketer to brand a place? What combination of inputs and financial support provide a successful marketing effort? What is the image of “brand America”? What aspects of the United States contribute to the global audiences’ perception of the country? How can the U.S. brand be redefined to improve this image?