Sales & Marketing Tourism Destination Marketing - Part One

What is a destination ? A single entity – one product Many products – comprising of every kind of tourism organisation and operation Socio-cultural entity – its history, people, traditions, way of life A concept – in the minds of tourists and potential visitors

A single entity – one product

Many products – comprising of every kind of tourism organisation and operation

Socio-cultural entity – its history, people, traditions, way of life

A concept – in the minds of tourists and potential visitors

Destination A destination may not be a single place, but a conceptual entity which incorporates several destinations and locations eg. Route 66 in USA Which crosses nine state boundaries but is perceived as a totality http://flickr.com/photos/puroticorico/2390547860/

A destination may not be a single place, but a conceptual entity which incorporates several destinations and locations eg. Route 66 in USA

Which crosses nine state boundaries but is perceived as a totality

What is a destination For our purposes a destination refers to a: town resort or geographical region http://www.hokitika.com/ http://www.queenstown-nz.co.nz/ http://www.northlandnz.com/

For our purposes a destination refers to a:

town

resort

or geographical region

http://www.hokitika.com/

http://www.queenstown-nz.co.nz/

http://www.northlandnz.com/

Destinations differ in what they offer Benefits to visitors May meet needs of recreational tourists eg. Salzburg (home of Mozart) http://www2.salzburg.info/ May appeal to business travellers and short-break markets eg. London http://www.visitlondon.com/

Benefits to visitors

May meet needs of recreational tourists eg. Salzburg (home of Mozart)

http://www2.salzburg.info/

May appeal to business travellers and short-break markets eg. London

http://www.visitlondon.com/

Destination Success Amalgam of the six A’s Amenities Attractions Activities Accessibility Ancillary Services Available packages

Amalgam of the six A’s

Amenities

Attractions

Activities

Accessibility

Ancillary Services

Available packages

Amenities Must be well planned and well constructed The need for future expansion must be taken into account Infrastructure Superstructure

Must be well planned and well constructed

The need for future expansion must be taken into account

Infrastructure

Superstructure

Infrastructure Roads Waste disposal Sewerage system Electricity Water Harbour – water quality

Roads

Waste disposal

Sewerage system

Electricity

Water

Harbour – water quality

Superstructure Buildings and structures covering area Cannot exist successfully without a good infrastructure Airport, port Societal structure Culture Rules Rituals Community

Buildings and structures covering area

Cannot exist successfully without a good infrastructure

Airport, port

Societal structure

Culture

Rules

Rituals

Community

Destination components

Dependency on Tourism Tourism is an important strategic issue to destinations with a limited economic base Than to those with a more diversified economy Can you think of an example for a limited and diversified economy? http://flickr.com/photomin/2420089134/s/pik - Port in Georgetown

Tourism is an important strategic issue to destinations with a limited economic base

Than to those with a more diversified economy

Can you think of an example for a limited and diversified economy?

Multiplier Effect

Attractions & Activities Natural Constructed Cultural Heritage Architectural

Natural

Constructed

Cultural

Heritage

Architectural

Attractions & Activities Ski fields Geothermal area Historic precinct Events Festivals http:// www.tourism.net.nz/attractions / http://flickr.com/photos/big-ashb/279004304/

Ski fields

Geothermal area

Historic precinct

Events

Festivals

http:// www.tourism.net.nz/attractions /

Ancillary Services Banks Restaurants and Cafes I-site Hospital Council Regional District City

Banks

Restaurants and Cafes

I-site

Hospital

Council

Regional

District

City

Accessibility The time taken to reach the destination The cost of travelling to the destination The frequency of transport to the destination Sea Road Rail Air http://flickr.com/photos/86778817@N00/86564665/

The time taken to reach the destination

The cost of travelling to the destination

The frequency of transport to the destination

Sea

Road

Rail

Air