A brief overview of marketing strategies adopted during life cyle of a destinaion.

1. DESTINATION MARKETING-
MARKET STRATEGIES IN
VARIOUS STAGES OF
DESTINATION
LIFE CYCLE
JEEVESH VISWAMBHARAN

2. DESTINATION
 Destinations are defined in the travel industry are specific
areas that travellers choose to visit and where they spend a
significant amount of time.
 The selection of a destination by a tourist depends upon
the purpose and motivation for travel.
 Destination as a product has been defined as an
amalgamation of three main components- attractions of
the destination, the facilities over there and the
accessibility to it.

3.  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.
 This process can be understood in terms of a lifecycle as
explained by the Tourism Area Life Cycle(TALC).
 The value in understanding the nature of product life
cycle is in its relationship with marketing strategy. It will
alert the 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.

5.  This model explais that tourism destinations experience
five stages of growth:
 Exploration
 Involvement
 Development
 Consolidation
 Stagnation

6. EXPLORATION
 During this stage,small number of visitors are attracted by
natural or cultural attractions; visitor numbers are limited
and few tourism facilities exists.
 Visitors may come from near by towns.

7. INVOLVEMENT
 In this stage there is a limited involvement by local
residents who provide some facilities for visitors
 Recognisable tourist season and markets begin to emerge.
 Tourist may travel from within state or region.

8. DEVELOPMENT
 During this stage large number of tourists arrive and
external rganisations like hotel chains and tour operators
take more of a key role.
 Tourists may travel from all parts of the nation or
internationally.

9. CONSOLIDATION
 In this stage tourism becomes a major part of the
local economy .
 The rate of visitors have levelled off and some
facilities may be in of upgradation.

10. STAGNATION
 During this stage the number of visitors has peaked.
 The destination is no longer considered fashionable.
 It is at the stage of consolidation, stagnation or decline that
managers need to intervene and take action to avoid the
decline.

11. MARKETING STRATEGIES
 OPENING PHASE
 The type of consumer who purchases a product may be
different when anew product is introduced with those
purchasing the product at a later stage in the cycle.
 Early buyers of a product are frequently experimenters
willing to take chances for novelty or status of being in
possession of a little known product.
 This market segment will have disposable income and
will be more ‘value- conscious’ than ‘price conscious’.

12. OPENING PHASE
 The product image will be based on its uniqueness and
its appeal to status or curiosity.
 Advertising and promotion will be aimed at
communicating this message to a specific market using the
most suitable channels and giving potential consumers
maximum information about the product’s benefits.
 The tourists themselves are adventurous , allocentric types
who are drawn by what they perceive to be authentic and
unspoiled cultural and natural destinations.

13. GROWING PHASE
 Once the product become well established ,the
competitors would have introduced their own version of
the product into the market.
 Faced with a growing choice of products, the consumer
may become confused and uncertain about which to
select.
 The marketer’s role then becomes one of the persuading
and constantly reminding the consumers about the
product’s benefits, ensuring convenience of purchase by
maximizing distributive outlets , manipulating the price to
keep it competitive and reinforcing the brand image
associated with the product

14. DECLINING PHASE
 The decline phase will occur as a result of combination of
the factors:
 Repeat clients are no longer satisfied with the product,
while efforts to recruit new customer fails.
 No attempts are made by the destination stakeholders to
revitalise the product or attempts are unsuccessful .
 Negative image of destination due to local hostility.
 New competitors and intervening opportunities emerge to
divert and capture traditional market sources.

15. EXTENDING PRODUCT LIFE CYCLE
 Promoting more frequent use of the tourism offerings in
the destination among the current tourists which require
targeted sales and promotion drive.
 Developing and promoting more varied uses of products
among current markets by packaging existing products
more effectively- more features, experiences etc (market
penetration)
 EXAMPLES
 Farm tourism, Granja Porcon, Peru
 Thermal tourism, Turkey
 Medical tourism in Karnataka, Kolkota shopping festival

16. EXAMPLES
 CREATING NEW IMAGE-
Cyprus and pattaya beach.
 REVITALISING A PRODUCT-
Maidstone Musuem, London
 CREATING NEW DEMAND

17.  Finally as the sales peak and falter , the company has to
look at the merits either for revitalising the product,
allowing it to decline slowly or killing it off and planning a
replacement.

18. REFERENCES
 Marketing for tourism,4th
edition- J . Christopher
Holloway
 Tourism management,3rd edition-David Weaver,
Laura Lawton