© 2007 Pearson Education, Upper Saddle River, NJ All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition Chapter Nine The Tourist Customer and the Tourism Destination

© 2007 Pearson Education, Upper Saddle River, NJ All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition International Tourism  Growth –Enormous since the 1960s –Contracted in –Global travel increasing –World Tourism Organization 2020 Vision Report –Asia, Pacific, and Middle East growing

© 2007 Pearson Education, Upper Saddle River, NJ All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition International Tourism Today  Economic environment –Overall tourism consumption depends on the economy –New infrastructure allows growth in newly industrialized nations –Tourism dollars spent can impact host economies  “Multiplier effect”

© 2007 Pearson Education, Upper Saddle River, NJ All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition Source: Courtesy of Barcelona Field Studies Centre S. L. Used by permission. Retrieved January 3, 2006, from

© 2007 Pearson Education, Upper Saddle River, NJ All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition International Tourism Today (cont.)  Technological environment –Increase in tourism fostered by technological advances  Improved airline systems and designs –Computer technology and distribution channels

© 2007 Pearson Education, Upper Saddle River, NJ All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition International Tourism Today (cont.)  Political/legal environment –Economic significance with employment earnings/tax potential –Politics affect tourist volume –Sixteen percent drop in tourism to U.S. post 9/11 –Deregulation of the airline industry had a positive effect –Relaxed travel restrictions in newly industrialized nations allowed tourism growth

© 2007 Pearson Education, Upper Saddle River, NJ All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition International Tourism Today (cont.)  Sociocultural environment –Shift in demographics of population affect tourism  Ecological environment –Impact of finite resources  Example: Turtle Island Resort

© 2007 Pearson Education, Upper Saddle River, NJ All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition The Role of NTOs  How governments promote their country internationally  Goals –Publicity campaigns –Conducting research –Developing plans for destinations  Larger budgets than ever before

© 2007 Pearson Education, Upper Saddle River, NJ All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition The Role of NTOs (cont.)  In the U.S. –U.S. Travel and Tourism Administration functioned as NTO –Funding cut in 1996 –Travel Industry Association of America filled in gaps –TIA teamed with Travel Business Roundtable in 2005

© 2007 Pearson Education, Upper Saddle River, NJ All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition

© 2007 Pearson Education, Upper Saddle River, NJ All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition

© 2007 Pearson Education, Upper Saddle River, NJ All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition The Role of NTOs (cont.)  Importance of image promotion –Major factor in travelers’ decision to visit –Negative publicity can have profound impact on tourism –Significant dollars spent to create the right image

© 2007 Pearson Education, Upper Saddle River, NJ All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition The Role of NTOs (cont.)  Marketing functions of NTOs –Usually narrow, but today more sophisticated and involved –Centered around the country as a whole –Take a “facilitation role” –Analysis of market potential  Example of collaboration of a hotel with NTO –Interview with Leanne Pelcher, VP Marketing for Hilton Waikoloa

© 2007 Pearson Education, Upper Saddle River, NJ All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition

© 2007 Pearson Education, Upper Saddle River, NJ All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition