1. Definitions and Concepts
Travel and Tourism
Definitions and Concepts

2. Definitions Travel Destination orientation Purposeful Direct Tourism
Leisure pursuit
“Seeing the sights”
Historical/cultural significance

3. Tourism Cycle Leave home Use transportation to travel away
Arrive or journey in a new place or space
Acquire mementos and souvenirs
Use transportation to travel back
Arrive back home
Use mementos to reconstruct trip

4. 21st Century Tourism Old Style East-West flow One long vacation
European destinations
Natural environments
Mass markets
New Style
North-South flow
Many short breaks
Latin and Asian destinations
Artificial environments
Specialty markets

5. Attraction Destinations
PRIMARY
Extended time
Breadth of appeal
Market orientation (Disney- amusement)
Site orientation
SECONDARY
Short time; stopover
Narrow focus
Accessible to transport
Roadside attractions

6. Facilities Lodging Food and beverage
Support Industries (goods, services, activities)
Proximity to transportation
Hospitality programs

7. Souvenirs Integral part of economic structure of destination
Serve as tangible symbols to commemorate travel experiences
Act as ‘site markers’ of visitation
Embody memories and recollections of travel

8. Function of souvenirs Pictorial images (photos, postcards, books)
Pieces-of-the-rock (collected from nature)
Markers (inscribed with location; t-shirt)
Local products (food, crafts, art)

9. Tourism Impacts

10. Economic Development & Economic Impact
Opportunity for growth to developing areas
Invisible exports from consumer collection
Increasing foreign exchange earnings
Increasing income - visitor spending, business expenditures
Increasing employment - direct/indirect

11. Societal and Cultural Impacts
Meet new people with different customs
Confrontation of new values, lifestyles, languages, wealth
Hosts - residents of tourist site
Guests - visitors to tourist site

12. Sustainable Tourism Improves quality of life for host community
Provides high quality experience for visitor
Sensitive to ecology and biology of region
Strengthens community identity
Compatible with local values
Manages tourism development resources

13. Role of government and world organizations
Policy development and planning
Regulations
Marketing and research, education
World Tourism Organization
Promotes positive economic and environmental development within tourism.
157 countries are members

14. Tourism Regulation
Multilateral agreements - international air travel rights and goals
Bilateral agreements - open skies, hotel classification
Destination regulation - tours, food service, transportation, accommodations standards
Tour operator regulations

15. Tourism Planning Destination lifecycle Background analysis - SWOT
Market research and activity analysis
Position statement against competition
Goal and objective setting, strategy selection
Plan development, implementation, monitoring and evaluation

16. Tourism Development Feasibility studies
Site analysis - investors/lenders, market & physical characteristics
Market analysis - questionnaires, focus groups, observations
Economic analysis - expenses, revenues, cash flow, cost/benefit

17. Tourism Marketing: Criteria
Measurable number of visitors
Accessible through media or promotion
Sufficient numbers to justify effort
Unique characteristics
Sustainability
Competitive advantage

18. Segmentation – Why people travel to places
Demographic and socioeconomic
Geographic
Purpose of trip
Behavioral
Psychographic
Product-related
Channel of distribution

19. Positioning Determine how tourists perceive position
Evaluate whether to establish, change or reinforce that position
Objective positioning - match site attributes with tourist needs
Subjective positioning - correct misperceptions; repositioning

20. Positioning approaches
Product features (Swiss Alps)
Benefits, problem solution, needs (LaCosta’s full service spa)
Special usage occasion (Honeymoon at a resort)
Against a competitor (this resort over another)
Product class (cruise vs resort vs hotel)

21. Marketing planning
Situation analysis - economy, consumers, competition, trends, SWOT
Goals- segments, position, objectives and strategies
Marketing mix - integrated brand communication
Implementation - tracking and modification
Evaluation - effectiveness, accountability

22. Marketing mix - 8Ps Product - transport, lodging, souvenirs
Price - lifecycle, competition
Promotion - advertising, PR, sales, publicity
Place - channel, intermediaries
Packaging - all inclusive trips
Programming - activities, events
People - human resources
Partnership - coop ads and packaging

23. Promotional objectives
Initiate new travel behavior with information and incentives
Change existing travel attitudes through persuasion
Reinforcing desirable travel behavior with reminders

24. Promotional program development
Select target market and market segments
Set objectives based on consumer research and a results orientation
Establish a task-objective based budget
Determine a message to support product/service position
Create message format and appeal

25. Promotion program continued
6. Select promotional mix elements that adhere to budget for entire market 7. Determine appropriate media to reach each target segment 8. Measure and evaluate promotional effectiveness

26. Brand image and brand equity
Image created in traveler’s mind from promotional messages
Brand equity created through experience with product or service
Branding is relationship-oriented
Brands must be managed to insure equity building process is successful