Destination Marketing

Destination Marketing

Chapter 17

Kotler, Bowen and Makens

Marketing for Hospitality and Tourism

Marketing for Hospitality and Tourism, 6eKotler, Bowen and Makens

© 2014 by Pearson Higher Education, IncUpper Saddle River, New Jersey 07458 • All Rights Reserved

Learning Objectives

1. Discuss the benefits of tourism.

2. Explain tourism strategies and different options for creating and investing in tourism attractions.

3. Understand how to segment and identify visitor segments.

4. Explain how central tourist agencies are organized.



Benefits of Tourism

Direct Employment

Support Industries and Professions

Multiplier Effect

State and Local Tax Revenues

Exports of Locally Made Products



Sustainable Tourism

Industry & Community Cooperatio

n

Carbon-Neutral

Vacations

Sustainable

Tourism(Ecotourism

)



Events and Attractions

Sports Events

Biking & Marathon Events

Waterfront Attractions

Casinos as Attractions

Events

Attractions

Stopover Tourism



Psychological Determinants of Demand

SocialInteraction

FamilyBonding

Self-DiscoveryRelaxation

EducationEscapePrestige SexualOpportunity



Medical Tourism Genealogical Tourism

Other Types of Tourism

Hiking & PilgrimagesVolunteer

Vacationing

Agritourism Space Tourism

Types of Tourism



Classification of Visitor Segments

Group-Inclusive Tour (GIT)

Independent Traveler

(IT)

Visitor Segment

s



Individual Mass Tourists

Explorers

Drifters

Visiting Friends/Relatives

Business Travelers

Pleasure Travelers

Business & Pleasure Travelers

Tag-Along Visitors

Grief Travelers

Education and Religious Travelers

Pass-Through Tourists



Flow of Research Data

Representation in Markets

Organization of Workshops & Trade Shows

Familiarization Trips

Participation in Joint Marketing Schemes

Support for New or Small Businesses

Customer Assistance & Protection

General Education

Functions ofNational Tourism Organizations



Typical Tourism Goals

Economic Consumer

Environmental & Natural Resources

Government Operations



Key Terms

Agritourism Agriculture-based tourism that includes farms, ranches, and wineries. It provides rural areas with a means to attract tourists.

Allocentrics Persons with a need for new experiences, such as backpackers and explorers.

Destinations Places with some form of actual or perceived boundary, such as the physical boundary of an island, political boundaries, or even market-created boundaries.

Destination marketing organization (DMO) A group that promotes a specific destination. Often a local convention and visitors bureau (CVB) serves as the DMO.

Familiarization trip (Fam trip) A trip where travel agents or others who can send business to a tourist destination attraction, cruise, or hotel are invited to visit at a low cost or no cost.

Infrastructure The system according to which a company, organization, or other body is organized at the most basic level.

Macrodestinations Destinations such as the United States that contain thousands of microdestinations, including regions, states, cities, towns, and visitor destinations within a town.



Key Terms (cont.)

Medical tourism One of the fastest growing and most lucrative tourism markets. The tourists spend a large amount on medical treatment, stay in top hotels, and often travel around the country after their surgery.

Multiplier effect Tourist expenditures that are recycled through the local economy, being spent and spent again.

National tourist organizations (NTOs) A national government or quasi-government agency that markets destination tourism.

Psychocentrics Persons who do not desire change when they travel. They like to visit nonthreatening places and stay in familiar surroundings.

Tourism A stay of one or more nights away from home for holidays, visits to friends or relatives, business conferences, or any other purpose, except such things as boarding, education, or semi-permanent employment.

Destination Marketing

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