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Travel and Tourism Part 2
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Chapter 9 Distribution Mix
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Indirect distribution channels Travel clubs Incentive travel planners Convention/meeting planners Corporate ravel managers Retail travel agents Tour wholesalers and operators Internet travel services
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Direct distribution to customers Lodging Cruise lines Attractions Gaming facilities Rental cars Airlines/bus/rail Restaurant/food service
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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
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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
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Tour marketing Slick brochures, videos Trade print advertising, trade shows Consumer broadcast and print Direct response with 800, www address, fax
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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)
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Chapter 10 Forces shaping tourism
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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
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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
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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
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Chapter 11: Travel Motivations Maslow’s hierarchy for travel Intellectual - learning and discovery Social - friendship, esteem needs Competence-mastery - challenge, competition Stimulus-avoidance - solitude, stress relief
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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
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Chapter 12: Selecting a Destination Reality vs. perception Company/place name and slogan Distance Self-image preservation Competitive advantage Expectations
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Chapter 13: Travel Purchase Communication stage - objective - measurement process Decision / adoption process Choice influencers
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Chapter 14 Purposes of Travel
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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
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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
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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)
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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
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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
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Chapter 15: Geography of Travel Travel flows: tourist generating regions, transit routs, tourist destination regions Competitiveness: measures of destination attractiveness Trends: travel farther from home, north/south, China world’s top destination Cuba and outer space?
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Chapter 16: Modes of Travel Train - comfort, safety Ship - luxury, leisure Automobile - economy, control Plane - speed, charter Bus/motorcoach - low cost, convenient
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