Travel and Tourism

Definitions and Concepts

Definitions
Travel

Tourism

Destination
orientation
Purposeful
Direct

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

New Style
North-South flow
Many short breaks
Latin and Asian
destinations
Artificial
environments
Specialty markets

Natural environments
Mass 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