tourism1
TRANSCRIPT
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May 3, 2023
Travel and Tourism Definitions and Concepts
Travetrip Presentation
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Definitions
Travel
Destination orientationPurposefulDirect
Tourism
Leisure pursuit Acquisition activityMeandering
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Tourism Cycle
Leave homeUse transportation to travel awayArrive or journey in a new place or spaceAcquire mementos and souvenirsUse transportation to travel backArrive back homeUse mementos to reconstruct trip
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Advancements in Travel
1. A system of currency exchangeRoman coinsGreek gamesCommon language (Latin)
2. Rural to urban movementGrand Tour (16th century)Spa and seaside resort (19th century)
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More travel advancements
Holidays (from holy days) for workers (UK)Railway opens USWealthy class emerges to tourVacations for middle classesMass tourism after WWIITravel democratized Hedonic travel prevails
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21st Century Tourism
Old StyleEast-West flowOne long vacationEuropean destinations
Natural environments Mass markets
New StyleNorth-South flowMany short breaksLatin and Asian destinationsArtificial environmentsSpecialty markets
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Chapter 1
Attractions and Services for the Traveler and Tourist
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Attraction Destinations
PRIMARYExtended timeBreadth of appealMarket orientation (Disney-amusement)Site orientation (Aspen-sport)
SECONDARYShort time; stopoverNarrow focus (MOMA - education)Accessible to transportRoadside attractions
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Facilities
LodgingFood and beverageSupport Industries (goods, services, activities)Proximity to transportationHospitality programs
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Souvenirs
Integral part of economic structure of destinationServe as tangible symbols to commemorate travel experiencesAct as ‘site markers’ of visitation Embody memories and recollections of travel
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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)
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Souvenir meanings
Niave travelers assign public meanings to souvenirs that are specific to the locale and are representations of some geographic space; conspicuous authenticityExperienced travelers see souvenirs as private representations of hedonics (pleasures) that relate to friends, family or other experiences; abstract authenticity
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Chapter 2
Tourism impacts on the economy, society, culture and environment
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Economic Development & Economic Impact
Opportunity for growth to developing areasInvisible exports from consumer collectionIncreasing foreign exchange earnings - leakage expendituresIncreasing income - visitor spending, business expendituresIncreasing employment - direct/indirect
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Societal and Cultural Impacts
Meet new people with different customsConfrontation of new values, lifestyles, languages, wealthHosts - residents of tourist siteGuests - visitors to tourist siteDisease transmissionImperialism amd involution
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Sustainable Tourism
Improves quality of life for host communityProvides high quality experience for visitor
Sensitive to ecology and biology of regionStrengthens community identityCompatible with local valuesManages tourism development resources
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Chapter 3: Role of government and world organizations
Policy development and planningRegulationsMarketing and research, educationWorld Tourism OrganizationWorld Travel & Tourism CouncilAsia-Pacific Economic Cooperation
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Chapter 4: Tourism Regulation
Multilateral agreements - international air travel rights and goals, GATT, UNESCOBilateral agreements - open skies, hotel classification, EEC, NAFTADestination regulation - tours, food service, transportation, accommodations standardsTour operator regulations
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Chapter 5: Tourism Planning
Destination lifecycleBackground analysis - SWOTMarket research and activity analysisPosition statement against competitionGoal and objective setting, strategy selectionPlan development, implementation, monitoring and evaluation
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Chapter 6: Tourism Development
Feasibility studiesSite analysis - investors/lenders, market & physical characteristicsMarket analysis - questionnaires, focus groups, observationsEconomic analysis - expenses, revenues, cash flow, cost/benefit
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Chapter 7
Tourism Marketing
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Marketing Segment Criteria
Measurable number of visitorsAccessible through media or promotionSufficient numbers to justify effortUnique characteristicsSustainabilityCompetitive advantageSimilar characteristics or motivations
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Segmentation
Demographic and socioeconomicGeographicPurpose of tripBehavioralPsychographicProduct-relatedChannel of distribution
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Positioning
Determine how tourists perceive positionEvaluate whether to establish, change or reinforce that positionObjective positioning - match site attributes with tourist needsSubjective positioning - correct misperceptions; repositioning
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Positioning approaches
Product features (Swiss Alps)Benefits, problem solution, needs (LaCosta’s full service spa)Special usage occasion (Honeymoon at Madonna Inn)User category (Avis Number 2)Against a competitor (Don’t take Amex)Product class (Love Boat)
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Marketing planning
Situation analysis - economy, consumers, competition, trends, SWOTGoals- segments, position, objectives and strategiesMarketing mix - integrated brand communicationImplementation - tracking and modificationEvaluation - effectiveness, accountability
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Marketing mix - 8Ps
Product - transport, lodging, souvenirsPrice - lifecycle, competition, TMPromotion - advertising, PR, sales, publicityPlace - channel, intermediariesPackaging - all inclusive tripsProgramming - activities, eventsPeople - human resourcesPartnership - coop ads and packaging
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Chapter 8
Tourism Promotional Communication
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Promotional objectives
Initiate new travel behavior with information and incentivesChange existing travel attitudes through persuasionReinforcing desirable travel behavior with reminders
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Promotional program development
1. Select target market and market segments2. Set objectives based on consumer research
and a results orientation3. Establish a task-objective based budget4. Determine a message to support
product/service position5. Create message format and appeal
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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
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Building relationships
Data base marketing for direct mailWWW electronic brochuresTelemarketing or 800 responseEvent marketingMerchandising
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Brand image and brand equity
Image created in traveler’s mind from promotional messages Brand equity created through experience with product or serviceBranding is relationship-orientedBrands must be managed to insure equity building process is successful
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Building partnerships
Foster marketing and promotional partnerships with transportation, suppliers, business in host and originating countriesLink brand to companion brand with similar image or market segmentUse cooperative efforts to share costs for extended reach and impressions
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