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Contemporary Tourism. Contemporary Tourism Destination Marketing. Lecture Objectives. Understand the process and outcomes of contemporary destination marketing Appreciate the importance of engaging with all stakeholders in contemporary destination marketing

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contemporary tourism

Contemporary Tourism

Contemporary Tourism Destination Marketing

lecture objectives
Lecture Objectives
  • Understand the process and outcomes of contemporary destination marketing
  • Appreciate the importance of engaging with all stakeholders in contemporary destination marketing
  • Understand the formation and characteristics of the destination image
  • Be aware of strategic approaches to contemporary destination marketing
  • Understand the formation and characteristics of destination brands
  • Recognise the role that technology, particularly the Internet, can play in contemporary destination marketing
  • Appreciate the structure and roles of destination marketing organizations
  • Recognise that destination marketing is surrounded by a range of issues and questions relating to the ability of a destination to be marketed as the equivalent of a product or brand
destination marketing
Destination Marketing
  • A process and outcome
  • Many stakeholders
  • Marketers must
    • Manage stakeholders
    • Formulate and manage the brand
  • Dates back to mid 19th century
  • Branding is the glue that holds destination marketing together
  • Operates at a variety of scales
destination image
Destination Image
  • ‘The attitude, perception, beliefs and ideas one holds about a particular geographic area formed by the cognitive mage of a particular destination’ (Gartner, 2000)
benefits
Benefits
  • Securing the emotional link to, and loyalty of, visitors;
  • Coordination of the private sector and other stakeholders through cooperative marketing;
  • Acting as a base for promotion of other products such as investment, economic development, film, and TV;
  • Facilitating and encouraging the use of local products and design; and
  • Facilitating seamless market communication of the destination.
destination image1
Destination Image
  • A simplified version of reality
  • Critical due to:
    • Intangible nature of the destination
    • Inseparable nature of consumption
  • Components
    • Cognitive
    • Effective
    • Conative
destination image2
Destination Image
  • Formation
    • Induced agents
    • Organic agents
    • Autonomous agents
aims of dmos
Aims of DMOs
  • 1. Enhancing destination image;
  • 2. Increasing industry profitability;
  • 3. Reducing seasonality; and
  • 4. Ensuring long-term funding.
destination strategy
Destination Strategy
  • Gilbert’s commodity/status approach
  • Cooper/Jain’s strategic life cycle approach
  • Positioning
destination branding
Destination Branding
  • Art and cornerstone of marketing
  • Approaches
    • Product plus
    • Holistic
designing the brand
Designing the Brand
  • Blueprint for branding developing and marketing the destination
    • Positioning
    • Product formulation
    • Nesting the brand
    • Communication strategy
designing the brand1
Designing the Brand
  • 4 Steps
    • Brand assessment
    • Brand promise
    • Brand architecture
    • Internalizing the brand
technology and dmos
Technology and DMOs
  • Save on print and distribution costs;
  • Directly target and manage customers through email; and
  • Provide content of great depth and visual quality.
technology
Technology
  • Structure of destination web sites varies according to:
    • Destination factors
    • Technological factors
technology1
Technology
  • Destination web sites evolve according to the eMICA model
  • Assessment of destination web sites done according to:
    • Access
    • Identity and trust
    • Customization
    • Navigation
    • Search engines
    • Technical performance
    • Services offered
destination management organizations
Destination Management Organizations
  • Vulnerable to disintermediation
  • Provide leadership
  • Structures vary
  • Strategy acts as umbrella marketing agency
issues
Issues
  • Role of the public sector
  • Role of destination stakeholders
  • The nature of the destination