The role of destination marketing in tourism
A destination has four key elements:
Attractions and activities
Amenities and facilities
Image (emotions aroused by
The Destination IS the Product
In destinational marketing the core
product IS the destination
Marketers need to find a
segment/segments of the market whose
needs match the core product then match
demand and supply.
Responsibility for destinational marketing
often rests with government-funding
National Tourism Organisations, such as
the regional tourism body. (In NZ - the
NTO’s role in marketing
74% of all NTO”s (around the world)
engage in marketing, either/both domestic
and international. Two key functions:
Formulation and development of
tourism products or services
Promotional function: image creation,
positioning strategies, knowledge
awareness of the country in generating
Private sector marketing also takes place
and may be the larger marketer in a
sector or region. Eg: international airlines
NTO’s often assume responsibility for the
‘umbrella’ campaign’ aimed at creating
awareness/interest in a specific country,
and will engage with private sector
companies in that campaign.
Market A Market B Market C
Market Segmentation and
The destinational marketing process
Marketing ‘Destination New Zealand’
Tourism NZ Mission:
To ensure that New Zealand is so
marketed as a visitor destination as
to maximize long term benefits to
How has tourism demand changed
Today’s visitors are looking for more than a
Visitors want an experience.
Visitors want culturally authentic connections.
Tourism demand has broadened beyond the
original sites of NZ Tourism. Visitors like to see as
much as possible, bearing in mind how far many
of them have travelled to get here!
Demand for Canterbury and Christchurch has
shifted since the 2010 earthquakes
How has tourism supply changed to
New tourism experiences and products
Improvements in accommodation standards to reflect
increased visitor expectations
Hospitality operators working hard to provide world class
cuisine and wine and raised standards in service delivery.
Maori tourism operators have expanded their product range
to deliver culturally authentic tours.
Improvements to infrastructure to meet tourism demand
includes extensions to airports, development of new cruise
New tourism products include: adventure tourism - jet
boating, hang gliding, river rafting, mountaineering, glacier
ski-ing, yachting, motor cycle tours)
New experience tourism – wine tasting, culinary tourism,
Film related tourism – The Piano, Lord of the Rings, the
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