2. Destination Marketing Pertemuan 12 Matakuliah: V0222 - Penjualan dan Pemasaran Hotel Tahun: 2009 - 2010

3. “Marketing should focus on market creation, not market sharing” - Regis McKenna - “To be wise, a man should read ten thousand books and travel ten thousand miles.” - Li Bai, Chinese poet, Tang Dynasty -

4. The Globalization of the Tourist Industry Travel is a global business with an expanding market The top ten destinations in the world accounted for less than half the total tourism market in 2002 Can you list three of the top ten destinations in the world? Benefits of Tourism Direct employment Support industries and professions Multiplier effect Source of state and local taxes Stimulates exports of place-made products

5. Management of Tourist Destination Destinations that fail to maintain the necessary infrastructure or build inappropriate infrastructure run significant risks Violence, political instability, natural catastrophe, adverse environmental factors, and overcrowding can all diminish the attractiveness of a destination What was the effect of 9/11 on US Tourism?

6. Sustainable Tourism Sustainable tourism is a concept of tourism management that anticipates and prevents problems that occur when carrying capacity is exceeded at the destination Environmental Impact Assessment (EIA) Modified environments – Building eco-tourism subsets that encourage wildlife Successful long-run tourism destinations require cooperation between industry and community

7. Steps in Environmental Impact Assessment (EIA) Inventory the social, political, physical, and economic environment Project trends Set goals and objectives Examine alternatives to reach goals Select preferred alternatives Develop implementation strategy Implement Evaluate

8. Tourist Events Attract a desired market Fit within the community’s culture Should be replicable (annual/biannual) Allow/encourage local resident participation Attractions Natural – Niagara Falls or The Scottish Highlands Man-made – The Shopping Areas of Buckingham Palace, Hong Kong or the Vatican Stopover Tourism Many visitor destinations are in fact only stopover destinations for travelers on their way elsewhere

9. Determinates of Demand Prestige Escape Sexual Opportunity Family Bonding Relaxation Social Interaction Education Self- discovery Demand

10. Identifying Target Markets Collect information about its current visitors Audit the destination’s events and attractions and select segments that might logically have an interest in them Self-Contained Attraction and Event Destinations Cruise ships, river paddle ships, special railroads such as the Orient Express – Dining, games, gambling, theatre, musicals, participatory murder mysteries, seminars, dances, etc.

11. Classification of Visitor Segments Group or Independent traveler Degree of institutionalization and impact on the destination Plog’s categorization Group vs. Independent Most commonly used – Group Inclusive Tour (GIT) – Independent Traveler (IT)

12. Degree of Institutionalization and Impact on Destination Organized mass tourists Individual mass tourists Explorers Drifters Visiting friends/relatives Business travelers Pleasure travel Business and pleasure travelers Tag-along visitors Grief travel Education and religious travel Pass-through tourists

13. Plog’s Categorization Allocentrics are persons with a need for new experiences, such as backpackers and explorers Psychocentrics are persons who do not desire change when they travel. They like non-threatening places and to stay in familiar surroundings Communicating with the Tourist Market Form an attractive image of destination Develop packages of attractions and amenities –Attractions alone do not attract visitors

14. Organizing and Managing Tourism Marketing National tourist organizations (NTOs) are central tourist agencies that make a destination tourist friendly – may be public, quasi-public, nonprofit, or private – outside the United States, this agency is often run by the central government, state, or province, together with local government officials Influencing Site Selection All tourism businesses and agencies must work together to promote a destination and to ensure that visitors’ expectations are met –Fam trips, sales calls, travel missions, etc

15. Best Practices Destination marketing strategy as an aid to recovery: –U.S. destination marketing after 9/11 –Phuket, Thailand after the Tsunami of 2004

16. Key Terms Allocentrics Destinations Infrastructure Macrodestinations Multiplier effect National tourist organizations Psychocentrics Tourism