Tourism Destination Marketing Part One

23,216 views

Published on

Part one of a three part slideshare on tourism destination marketing

Published in: Education, Travel, Business
1 Comment
23 Likes
Statistics
Notes
  • hello!
    can u mail to me the references of this presentation,please?
    thank you!
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
23,216
On SlideShare
0
From Embeds
0
Number of Embeds
137
Actions
Shares
0
Downloads
1,191
Comments
1
Likes
23
Embeds 0
No embeds

No notes for slide

Tourism Destination Marketing Part One

  1. 1. Sales & Marketing Tourism Destination Marketing - Part One
  2. 2. What is a destination ? <ul><li>A single entity – one product </li></ul><ul><li>Many products – comprising of every kind of tourism organisation and operation </li></ul><ul><li>Socio-cultural entity – its history, people, traditions, way of life </li></ul><ul><li>A concept – in the minds of tourists and potential visitors </li></ul>
  3. 3. Destination <ul><li>A destination may not be a single place, but a conceptual entity which incorporates several destinations and locations eg. Route 66 in USA </li></ul><ul><ul><li>Which crosses nine state boundaries but is perceived as a totality </li></ul></ul>http://flickr.com/photos/puroticorico/2390547860/
  4. 4. What is a destination <ul><li>For our purposes a destination refers to a: </li></ul><ul><ul><li>town </li></ul></ul><ul><ul><li>resort </li></ul></ul><ul><ul><li>or geographical region </li></ul></ul><ul><ul><ul><li>http://www.hokitika.com/ </li></ul></ul></ul><ul><ul><ul><li>http://www.queenstown-nz.co.nz/ </li></ul></ul></ul><ul><ul><ul><li>http://www.northlandnz.com/ </li></ul></ul></ul>
  5. 5. Destinations differ in what they offer <ul><li>Benefits to visitors </li></ul><ul><ul><li>May meet needs of recreational tourists eg. Salzburg (home of Mozart) </li></ul></ul><ul><ul><ul><li>http://www2.salzburg.info/ </li></ul></ul></ul><ul><ul><li>May appeal to business travellers and short-break markets eg. London </li></ul></ul><ul><ul><ul><li>http://www.visitlondon.com/ </li></ul></ul></ul>
  6. 6. Destination Success <ul><li>Amalgam of the six A’s </li></ul><ul><ul><li>Amenities </li></ul></ul><ul><ul><li>Attractions </li></ul></ul><ul><ul><li>Activities </li></ul></ul><ul><ul><li>Accessibility </li></ul></ul><ul><ul><li>Ancillary Services </li></ul></ul><ul><ul><li>Available packages </li></ul></ul>
  7. 7. Amenities <ul><li>Must be well planned and well constructed </li></ul><ul><li>The need for future expansion must be taken into account </li></ul><ul><ul><li>Infrastructure </li></ul></ul><ul><ul><li>Superstructure </li></ul></ul>
  8. 8. Infrastructure <ul><li>Roads </li></ul><ul><li>Waste disposal </li></ul><ul><li>Sewerage system </li></ul><ul><li>Electricity </li></ul><ul><li>Water </li></ul><ul><li>Harbour – water quality </li></ul>
  9. 9. Superstructure <ul><li>Buildings and structures covering area </li></ul><ul><ul><li>Cannot exist successfully without a good infrastructure </li></ul></ul><ul><ul><ul><li>Airport, port </li></ul></ul></ul><ul><li>Societal structure </li></ul><ul><ul><li>Culture </li></ul></ul><ul><ul><li>Rules </li></ul></ul><ul><ul><li>Rituals </li></ul></ul><ul><ul><li>Community </li></ul></ul>
  10. 10. Destination components
  11. 11. Dependency on Tourism <ul><li>Tourism is an important strategic issue to destinations with a limited economic base </li></ul><ul><li>Than to those with a more diversified economy </li></ul><ul><ul><li>Can you think of an example for a limited and diversified economy? </li></ul></ul>http://flickr.com/photomin/2420089134/s/pik - Port in Georgetown
  12. 12. Multiplier Effect
  13. 13. Attractions & Activities <ul><li>Natural </li></ul><ul><li>Constructed </li></ul><ul><li>Cultural </li></ul><ul><li>Heritage </li></ul><ul><li>Architectural </li></ul>
  14. 14. Attractions & Activities <ul><ul><li>Ski fields </li></ul></ul><ul><ul><li>Geothermal area </li></ul></ul><ul><ul><li>Historic precinct </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Festivals </li></ul></ul><ul><ul><li>http:// www.tourism.net.nz/attractions / </li></ul></ul>http://flickr.com/photos/big-ashb/279004304/
  15. 15. Ancillary Services <ul><li>Banks </li></ul><ul><li>Restaurants and Cafes </li></ul><ul><li>I-site </li></ul><ul><li>Hospital </li></ul><ul><li>Council </li></ul><ul><ul><li>Regional </li></ul></ul><ul><ul><li>District </li></ul></ul><ul><ul><li>City </li></ul></ul>
  16. 16. Accessibility <ul><li>The time taken to reach the destination </li></ul><ul><li>The cost of travelling to the destination </li></ul><ul><li>The frequency of transport to the destination </li></ul><ul><ul><li>Sea </li></ul></ul><ul><ul><li>Road </li></ul></ul><ul><ul><li>Rail </li></ul></ul><ul><ul><li>Air </li></ul></ul>http://flickr.com/photos/86778817@N00/86564665/

×