Tourism Strategies

8/8/2019 Tourism Strategies

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JEEVESH VISWAMBHARAN


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DESTINATION

y Destinations are defined in the travel industry are

specific areas that travellers choose to visit and

where they spend a significant amount of time.y The selection of a destination by a tourist depends

upon the purpose and motivation for travel.

y Destination as a product has been defined as an

amalgamation of three main components- attractionsof the destination,the facilities over there and the

accessibility to it.


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DESTINATIONy Tourism destinations are constantly changing , they rise

and fall in popularity and their success can be influenced

by changes in fashion or to external influences outside

the control of the destination.

y This process can be understood in terms of a lifecycle as

explained by the Tourism Area Life Cycle(TALC).

y The value in understanding the nature of product lifr cycle

is in its relationship with marketing strategy. It will alertthe company to the need for positive action at the

THRESHHOLD POINT where some changes in the

strategy will be essential if the product is to continue.


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BUTLERS TLAC


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y This model explains that tourism destinations

experience five stages of growth:

y Explorationy Involvement

y Development

y Consolidation

y Stagnation


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explorationy During this stage,small number of visitors are

attracted by natural or cultural attractions; visitor

numbers are limited and few tourism facilities exists.y Visitors may come from near by towns.


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INVOLVEMENTy In this stage there is a limited involvement by local

residents who provide some facilities for visitors

y Recognisable tourist season and markets begin toemerge.

y Tourist may travel from within state or region.


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developmenty During this stage large number of tourists arrive and

external rganisations like hotel chains and tour

operators take more of a key role.y Tourists may travel from all parts of the nation or

internationally.


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consolidationy In this stage tourism becomes a major part of the

local economy .

y The rate of visitors have levelled off and somefacilities may be in of upgradation.


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STAGNATIONy During this stage the number of visitors has peaked.

y The destination is no longer considered fashionable.

y It is at the stage of consolidation, stagnation or

decline that managers need to intervene and take

action to avoid the decline.


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MARKETING STRATEGIESy OPENING PHASE

y The type of consumer who purchases a product may

be different when anew product is introduced withthose purchasing the product at a later stage in the

cycle.

y Early buyers of a product are frequently

experimenters willing to take chances for novelty orstatus of being in possession of a little known

product.

y This market segment will have disposable income

and will be more value- conscious than price


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OPENING PHASEy The product image will be based on its uniqueness

and its appeal to status or curiosity.

y

Advertising and promotion will be aimed atcommunicating this message to a specific marketusing the most suitable channels and giving potentialconsumers maximum information about theproducts benefits.

y The tourists themselves are adventurous , allocentrictypes who are drawn by what they perceive to beauthentic and unspoiled cultural and naturaldestinations.


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GROWING PHASEy Once the product become well established ,the

competitors would have introduced their ownversion of the product into the market.

y Faced with a growing choice of products, the

consumer may become confused and uncertain

about which to select.y The marketers role then becomes one of the

persuading and constantly reminding the

consumers about the products benefits,

ensuring convenience of purchase bymaximizing distributive outlets , manipulating

the price to keep it competitive and reinforcing

the brand image associated with the product


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Declining phasey The decline phase will occur as a result of

combination of the factors:

y Repeat clients are no longer satisfied with theproduct, while efforts to recruit new customer fails.

y No attempts are made by the destination

stakeholders to revitalize the product or attempts

are unsuccessful .y Negative image of destination due to local hostility.

y New competitors and intervening opportunities

emerge to divert and capture traditional market

sources.


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EXTENDING PRODUCT LIFE

CYCLEy Promoting more frequent use of the tourismofferings in the destination among the current

tourists which require targeted sales and promotion

drive.

y Developing and promoting more varied uses ofproducts among current markets by packaging

existing products more effectively- more features,

experiences etc (market penetration)

y

EXAMPLESy Farm tourism, Granja Porcon, Peru

y Thermal tourism, Turkey

y Medical tourism in Karnataka, Kolkota shopping

festival


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EXAMPLESy CREATING NEW IMAGE

y Cyprus and pattaya beach.

y REVITALISING A PRODUCTy Maidstone Musuem, London

y CREATING NEW DEMAND


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DECLINING PHASE- CONTDy Finally as the sales peak and falter , the company

has to look at the merits either for revitalizing the

product, allowing it to decline slowly or killing it offand planning a replacement.


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References

y Marketing for Tourism,4th edition- J .ChristopherHolloway

yTourism Management,3rd edition-David Weaver,Laura Lawton

ywww.peru.info


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yTHANK YOU

Tourism Strategies

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