Travel and Tourism

Definitions and Concepts

Definitions
Travel
Destination orientation Purposeful Direct

Tourism
Leisure pursuit Acquisition activity Meandering

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

Advancements in Travel
A system of currency exchange Roman coins Greek games Common language (Latin) 2. Rural to urban movement Grand Tour (16th century) Spa and seaside resort (19th century)
1.

More travel advancements

Holidays (from holy days) for workers (UK) Railway opens US Wealthy class emerges to tour Vacations for middle classes Mass tourism after WWII Travel democratized Hedonic travel prevails

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

Chapter 1
Attractions and Services for the Traveler and Tourist

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

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

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

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

Souvenir meanings
Niave travelers assign public meanings to souvenirs that are specific to the locale and are representations of some geographic space; conspicuous authenticity Experienced travelers see souvenirs as private representations of hedonics (pleasures) that relate to friends, family or other experiences; abstract authenticity

Chapter 2
Tourism impacts on the economy, society, culture and environment

Economic Development & Economic Impact

Opportunity for growth to developing areas Invisible exports from consumer collection Increasing foreign exchange earnings leakage expenditures Increasing income - visitor spending, business expenditures Increasing employment - direct/indirect

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 Disease transmission Imperialism amd involution

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

Chapter 3: Role of government and world organizations

Policy development and planning Regulations Marketing and research, education World Tourism Organization World Travel & Tourism Council Asia-Pacific Economic Cooperation

Chapter 4: Tourism Regulation

Multilateral agreements - international air travel rights and goals, GATT, UNESCO Bilateral agreements - open skies, hotel classification, EEC, NAFTA Destination regulation - tours, food service, transportation, accommodations standards Tour operator regulations

Chapter 5: 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

Chapter 6: 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

Chapter 7
Tourism Marketing

Marketing Segment Criteria

Measurable number of visitors Accessible through media or promotion Sufficient numbers to justify effort Unique characteristics Sustainability Competitive advantage Similar characteristics or motivations

Segmentation
Demographic and socioeconomic Geographic Purpose of trip Behavioral Psychographic Product-related Channel of distribution

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

Positioning approaches
Product features (Swiss Alps) Benefits, problem solution, needs (LaCostas full service spa) Special usage occasion (Honeymoon at Madonna Inn) User category (Avis Number 2) Against a competitor (Dont take Amex) Product class (Love Boat)

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

Marketing mix - 8Ps

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

Chapter 8
Tourism Promotional Communication

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

Promotional program development

1.
2.

3.
4. 5.

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

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

Building relationships
Data base marketing for direct mail WWW electronic brochures Telemarketing or 800 response Event marketing Merchandising

Brand image and brand equity

Image created in travelers 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

Building partnerships
Foster marketing and promotional partnerships with transportation, suppliers, business in host and originating countries Link brand to companion brand with similar image or market segment Use cooperative efforts to share costs for extended reach and impressions