May 1, 2023

Travel and Tourism Definitions and Concepts

Travetrip Presentation

May 1, 2023

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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