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Standard 2: Objective 2 Destination Marketing

Standard 2: Objective 2 Destination Marketing. Why do certain destinations appeal to certain customers?. Destination . The FINAL stop of a vacation. Destinations can be towns, cities, or regions. Destination Marketing.

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Standard 2: Objective 2 Destination Marketing

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  1. Standard 2: Objective 2Destination Marketing Why do certain destinations appeal to certain customers?

  2. Destination • The FINAL stop of a vacation. • Destinations can be towns, cities, or regions.

  3. Destination Marketing The process of developing, promoting, and distributing specific locations to customers in an effort to increase visitation to that location. • Cruises • Amusement Parks • Gaming • Countries • National Parks • Sports/Recreation • Historical Sites

  4. What is a RESORT? A hotel with recreation facilities that appeal to those traveling for pleasure. Paradise Island in the Bahamas

  5. What is a TRAVEL AGENT and how do they make money? A business that attends to the details of transportation, itinerary, and accommodations for travelers. The cruise lines, tour companies, hotels and car rental agencies pay travel agencies a commission for selling their products. Airlines DO NOT pay commissions to agents.

  6. What is SEASONALITY? • PEAK • When destination is most desirable • Utah SKI resorts in winter • New Orleans during Mardi Gras • LOW • When the destination is least desirable • Utah SKI resorts in summer • Cancun during Hurricane season: June-November • The peaks and valleys of DEMAND for a destination and its’ facilities

  7. Seasonality • Resort owners look for ways to INCREASE DEMAND during the LOW season by…. • Lowering rates • Encouraging meetings & convention groups • Adding activities to draw in customers

  8. Supply and Demandconcept • The amount of GOODS or SERVICES available at a given price at a given time. SUPPLY DEMAND The amount of goods or services that consumers want and are willing and able to buy at a given price at a given time.

  9. SUPPLY and DEMAND • SUPER BOWL Tickets are limited and always in SHORT supply no matter the location of the game, so what does that mean? • PRICES ARE HIGH and TICKETS are FEW • Consumer demand for luxury cruise travel and river boat cruising is on the rise according to a nation-wide survey of travel agents. http://www.cruisenewsweekly.com/2010/11/02/demand-for-luxury-cruise-travel-on-the-rise/

  10. ELASTICITY of DEMAND FOR EXAMPLE: The AIRLINE industry is considered to be very ELASTIC. For instance, with the price of oil rapidly increasing, the cost of an airline ticket is also increasing and the demand for leisure travel is decreasing. After 9/11, people were afraid and the demand decreased. Also - If there is an emergency and someone purchases a ticket close to the departure date, even though there are unsold seats available the cost will increase How much of a change in price affects the change in demand? PRICE and DEMAND fluctuation…. ELASTICITY = % change in quantity / % change in price

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