Destination Marketing

1
Destination Marketing

• Chapter 18

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Globalization of the Tourist Industry

• Tourism a stay of one or more nights away from
  home for holidays, visitors to friends or
  relatives, business conferences or any other
  purpose except such things as boarding education
  or semi-permanent employment.
• Economic impact to destinations
• The year 2004 saw an additional 70 million
  international tourists

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Importance of Tourism to a Destinations Economy

• Tourism Destination
• Destinations
• Macrodestinations
• Benefits of Tourism
• Employment
• Support industries

4
Importance of Tourism to a Destinations Economy

• Benefits of Tourism (cont)
• Multiplier effect
• Source of state and local taxes
• Stimulates exports of place-made products
• Management of a tourism destination
• Destinations must maintain the infrastructure
• Sustainable tourism

5
Tourism Strategies and Investments

• Tourism events and attractions
• Events
• Attractions
• Stopover Tourism

6
Segmenting and Monitoring the Tourist Market

• Identifying Target Markets
• Collect information about its current visitors
• Audit the destinations attractions and select
  segments that might logically have an interest in
  them
• Classification of visitor segments
• Group-inclusive tour (GIT)
• Independent traveler (IT formerly FIT)
• Monitoring the tourist markets

7
Communicating with the tourist market

• Competition for visitors requires image making
• Attractions and amenities
• Attractions alone do not attract visitors
• Competition extends to restaurants, sports,
  entertainment

8
Tourism Marketing

• Organizing and Managing Tourism Marketing
• The job of a central tourist agency (NTOs)
• Public
• Quasi-public
• Non-profit
• Private
• Influencing Site Selection
• Influencing associations -