1. DESTINATION EVOLUTION

2. When promoting and marketing a destination, it is important to know what a destination is and how it evolves... Destination is born when something in the area is perceived as worth visiting. This may be a sandy beach, a scenic view: or a historical remain........ Once discovered, it starts to attract more and more visits and becomes a better known destination. An hourly visit turns into a day trip, and afterwards into an overnight even a fortnight stay.

3. Facilities start to emerge and changes are seen in type quality as well as in numbers. As visitors increase, other business opportunities come to realization (accelerator effect). Besides sheltering, food and beverage outlets, social and commercial units are established. In some cases, new developments become more important than the original attraction and every operation gains from the combined pull of the total (clustering). Example: Eifel tower creates many different operations and all of these operations gain from the tower.

4. Promotion and marketing strategies for a destination needs to include all the operations within the destination, not only one element. Promotion and marketing strategies for a destination needs to include all the operations within the destination, not only one element.

5. Destinations grow..... As interest and visit frequency increase, destination tends to grow in different ways: Linear: along a coast- line i.e. Rio de Janerio/ Ipanema beach i.e. Rio de Janerio/ Ipanema beach Star shaped: Intersections creating corners i.e. Paris( and many metropolitan areas) i.e. Paris( and many metropolitan areas)

6. Radial: In circles and rings i.e.: Wien i.e.: Wien Any direction: no pre-planned (chaotic growth) As this growth takes place, sub- destinations emerge (i.e. Kowloon/Stanley Island-Hong Kong, Manhattan/Greenwich Village- NY City,old city/new city...) (i.e. Kowloon/Stanley Island-Hong Kong, Manhattan/Greenwich Village- NY City,old city/new city...)

7. This kind of growth gives birth to new destinations and require coordinated marketing programs. As the area extends its limits, the product (destination) is divided into front and the back sections. The promoting activities need to be differentiated for these sections (i.e. Pigalle of Paris, Soho of London, Harlem of NY City).

8. A promotion and marketing strategy should take into consideration the A promotion and marketing strategy should take into consideration the diverse parts of the destination as a whole. diverse parts of the destination as a whole.

9. Elements of Visitor Destinations Depending on the type of visitors, a traveller generating region (TGR) carries different elements. What is necessary for business travelers is not necessary for pleasure travelers. Elements needed for a pleasure destination is much more complex. Essential compononents of a destination are described with 5 A’s; ATTRACTIONS ACCESSIBILITY AMENITIES ACCOMODATIONSACTIVITIES

10. ATTRACTION’s are pull factors The attractions can be; Wildlife Natural Kruger park Niagara fallsSafari tours Antartic icecapPyramid Coral reefsRain forest Dessert Non-Touristic Touristic Botanic gardens Casinos Village market placeDisneyland ZoosSydney Harbour B. Pantheon Artificial Artificial

11. Promoting and marketing strategies for a destination should rely on the attractions of all kinds. The product mix should include different kinds of attractions. Because the visitors have diverse expectations. The product mix should include different kinds of attractions. Because the visitors have diverse expectations.

12. ACCESSIBILITY: Level of ease to get to the destination and to be able to move within the destination (internal accessibility) is an important component. Some destinations are difficult to get to and once the visitors get there, their mobility is limited. (i.e.Mt.AthoslGreece, Kathmandu/Nepal,Sahara Desert,Mt. Ararat) (i.e.Mt.AthoslGreece, Kathmandu/Nepal,Sahara Desert,Mt. Ararat)

13. On the other hand, some destinations are easy to get to and there is no difficulty to move around (i.e.Salzburg). Sometimes the accessibility is deliberately restricted for protection purposes. Marketing + Promoting strategies will differ according to the level of accessibility.

14. AMENITIES: Facilities of comfort. Basic services like water, electricity,sewage, disposal,toilets,police,ambulance etc. determine the length of stay at the destination. Sometimes these amenities are deliberately not provided for protection purposes (i.e.Anzac cemeteries/Gallipoli). In this case, these destinations are to be promoted for hourly visits rather than overnighting purposes.

15. ACCOMMODATIONS Without accommodations a destination will only be limited to day-trippers. While some destinations offer various types of accommodation facilities, some offer one style of accommodation( i.e.tent camping, cottages, tree-tops). Marketing strategies differ according to the variety and quality of accommodations.

16. ACTIVITIES "What can I do while I am there?" "What can I do while I am there?" This question is asked by many visitors. This question is asked by many visitors. A destination may have rich and varied (natural+man-made) attractions but if there are no activities there, the attractiveness level will decrease for a visitor and it may turn into a boring experience.

17. Sometimes activities are deliberately not provided either for protection purposes or because the targeted visitor will wish not to have them (i.e. Many destinations of faith tourism). Promoting such a destination will have the "self-discovery", "meditative" messages. While rich activity destination will prefer 'bring your adrenalin with you,’ "24-hour action!" messages. Even the colours used will need to differ. Even the colours used will need to differ.

18. DESTINATION EVOLUTION MODELS CLASS SUCCESSION MODEL (Thurot) Evolution of a destination starts with a few 'rich +famous'(celebrities) visitors. Evolution of a destination starts with a few 'rich +famous'(celebrities) visitors. At next stage 'upper- middle- class people follow the foot steps of 'rich+famous'. At next stage 'upper- middle- class people follow the foot steps of 'rich+famous'. At third stage, 'middle-class' visitors start to visit the destination in masses. At third stage, 'middle-class' visitors start to visit the destination in masses. At this stage the first two stage visitors no longer find it attractive and choose alternative destinations. At this stage the first two stage visitors no longer find it attractive and choose alternative destinations.

19. PERSONALITY MODEL (Plog) According to this model evolution of a destination starts with travelers who are adventurous, explorative and outgoing (allocentrics). These travelers prefer undiscovered areas which are not announced as destinations. They are the pioneers of destinations. With the discovery of the allocentrics, the area becomes named and movements start to make it a better-known place. (5A’s start to develop) (5A’s start to develop)

20. At this point another group of travelers become interested in the destination. This group is less adventurous and they seek somewhat comfort and security during their visits (mid-centrics). With the spread of the news and growing interest of tour organizers, entrepreneurs, and local authorities the area is now known by a group of travelers who seek full security, comfort, hlghly developed facilities+activities (psychocentrics). These people are highly cautious, inhibited and inward-oriented. The destination receives the highest arrivals during the mid­centric visitation.

21. While marketing and promoting a destination, strategies used need to be in accordance with the type of travelers visiting the area. ( 5* hotels are not wanted as accommodation type for allocentrics)

22. A comparison of psychocentrics and allocentrics in their expectations from the destination Psychocentrics (comfort seekers) Prefer familier destinations Enjoy commonplace activies Prefer sun+ relaxation Low activity level Prefer driving to destination Prefer heavy tourist accommodations Prefer family-type restaurants, tourists shops Prefer complete tour packages Seek dependency

23. Allocentrics (adventure seekers) Prefer non-touristy areas Like to discover new experiences Prefer novel+different places High activity level Prefer flying to destination Prefer simple, convenient accommodations Prefer local, different food facilities Prefer basic tour packages Seek independence + freedom

24. Implications for destination planners... Destination planners may use evolution models for developing marketing +promotion strategies. Sometimes they may want to slow-down or speed-up the evolution of destination. Local planners are not in full-control of the evolution of the destinations. External entrepreneurs influence the evolution of a destination.' They may even take over the full-control and change the entire tourism structure of the area. If the destination evolution process is mismanaged, the result may be a chaos and the life-cycle of the destination may end up to be short.

25.  Sustainability (long life) of a destination should be under the control of the hosting side, as they don't have the luxury of having many alternative destinations at hand as the foreign entrepreneurs do.  The objective of economic, socio-cultural and bio­physical sustainability is essential for quality management in tourism.  Avoiding the destination's decline both for the visitor and the host community should be the ultimate goal.