Tour 103 Markets and destinations


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  • Studies a classidication needs, motivies and aspirations that are determined by the travellers motivators for travel
  • Tour 103 Markets and destinations

    1. 1. Markets and DestinationsLinking the Tourists to the DestinationsSchool of Hospitality Management
    2. 2. Markets• The prospective travel consumer of a travel component or a tour package at the point of origin.• The prospective customer. School of Hospitality Management
    3. 3. Corporate Travellers• Corporate Travel: – Sponsored travel for financial or economic gain and for recreational purposes in both the public and private sectors. School of Hospitality Management
    4. 4. Leisure Travel Motivators• Physical Motivators – Relate directly to health, wellness and physical enjoyment. – Includes physical rest, recreation and relaxation and participation in a variety of light sports activities. School of Hospitality Management
    5. 5. Leisure Travel Motivators• Cultural Motivators – Related to the desire to know more about other peoples cultures and their way of life. – Includes learning about a place’s history, experiencing the food and drink, admiring natural and man-made places, listening to their music and a desire to acquire native products. School of Hospitality Management
    6. 6. Leisure Travel Motivators• Interpersonal Motivations – Related to a desire to meet and make new friends in other places, visit old friends, childhood relatives and places. – Linking the past and the present. School of Hospitality Management
    7. 7. Leisure Travel Motivators• Status and Prestige Motivators – Related to self fulfilment achieved through travel. – Includes social status achieved both at home and in the places visited. School of Hospitality Management
    8. 8. Leisure Travel De-Motivators• Cost of travel• Lack of time• Health• Family stage• Lack of interest• Fear and safety School of Hospitality Management
    9. 9. Other factors that influence travel include: – Age – Gender – Education School of Hospitality Management
    10. 10. Market Variables• Dividing the market into distinct categories based on their different needs, behavior and characteristics. School of Hospitality Management
    11. 11. Psychographic variablesNEED MOTIVE ASPIRATIONPhysiological Relaxation Escape from the every work environment. Relaxation, relief from tension and stressSafety Security A sense of well being, health and recreationBelonging Love Family Bonding, companionship social interaction, personal and family tiesEsteem Achievement Prestige, social recognition, ego enhancement, personal developmentSelf-actualization Knowledge of Self Exploration and evaluation of self, self discovery, satisfaction of inner deedsLearning Knowledge Cultural, educational and interest in other areasAesthetics Appreciation for Environment, scenery, arts and sciences Beauty School of Hospitality Management
    12. 12. Market Variables• Socio Economic and Demographic – Age, education, income, gender, occupation, p rofession and civil status can determine scope of activities that can be made available. – Social class, race and religion can have impacts on food, mores and dress codes School of Hospitality Management
    13. 13. Market Variables• Product related variables – Length of stay can aid in determining an appropriate destination – Expectations and experience preference of travelers will also determine the contents and activities that they will do in the destination. School of Hospitality Management
    14. 14. Market Variables• Psychographic variables – Personality traits and lifestyles should also be considered when scouting for destinations – Psychographic profile • Allocentric- interest patterns that focus on various activities. Characterized by adventure and willingness to experiment. Outgoing and self confident peolpe • Psychocentric- confined to a more secured and familiar surroundings and is less apt to go on for new unfamiliar experiences. School of Hospitality Management
    15. 15. Market Variables• Geographic variables – A visitors home country, region of residence and population density is examined. – Helps determine suitable destinations as well. • Eg. Urban residing tourists have higher levels of expectations. Country folks are less demanding and more tolerant to inconvenience. School of Hospitality Management
    16. 16. Different Types of Tourism• Cultural Tourism – Characterized by guided tours that include tasting the local cuisine and the viewing of and participating in folk dance performances.• Religious Tourism – Travel for spiritual renewal and to experience and observe the religious practices of a locality. School of Hospitality Management
    17. 17. Different Types of Tourism• Adventure Tourism – Challenging oneself in specialized skills acquired. Involves a degree of training and personal risk.• Ecotourism – Observing and living with exotic people or native tribes. – Visiting not easily accessible areas to view the floral and fauna. School of Hospitality Management
    18. 18. Different Types of Tourism• Culinary Tourism – Eating and drinking holiday along with the study of food production and processing and participating in food and beverage activities in a relaxed environment.• Medical tourism – Health holiday along with a provision of cost effective private medical care in collaboration with the tourism industry. School of Hospitality Management
    19. 19. Destinations• A specific area that a traveler decides to visit for the day or spend at least one night.• Travelers pick destinations according to their interest and purpose of travel.• A destination needs to have sufficient and adequate facilities to meet the needs of tourists School of Hospitality Management
    20. 20. Assessing Destinations• Tourist Destination: geographic area with adequate facilities that is visited because of its attractions, activities or events• Tourism Site: a component of a destination centered on specific sights, activities or events.• Tourist Sight an attraction at a site known for its exceptional beauty or its uniqueness. School of Hospitality Management
    21. 21. Assessing DestinationsMatch the market segmentation with the following destination characteristics:• Transportation – the accessibility by air, sea or land in terms of travel time, equipment, convenience and safety. – Also consider whether the mode of transportation to sites and sites are public or private School of Hospitality Management
    22. 22. Assessing Destinations• Facilities – Availability of lodging facilities, variety of food and beverage outlets, support industries should be considered – Look at both high end or low end services• Infrastructure – Degree of development of basic infrastructure may discourage would be visitors School of Hospitality Management
    23. 23. Assessing Destinations• Attractions – Ownership and permanency of the attraction and its availabilty is a major consideration• Hospitality Resources – General public attitude towards visitors and language facilities can enhance the desirability of a destination. – Service attitudes and quality of the service can also play a major role in determining the suitability of the destination. School of Hospitality Management
    24. 24. Matching destination to markets• Establish first the market profile – The budget traveler • Female college student between 17-22 years old • Prefers group travel, very strong cost considerations • Sight seeing oriented – The regular traveler • Employed either in government or private sector between 23-30 years old. • College graduate earning between 16,00php to 33,000 a month. • May or may not travel in groups • Still looking for the best value • Site or activity oriented • Prefers comfort but it is not essential School of Hospitality Management
    25. 25. Destination Evaluation• Accessibility – All transpiration to and from the origin – Includes all support infrastructure – Includes transfers as well• Comfort, convenience, capacity and capability – Comfortable facilities and improvement of basic facilities – Sometimes also deals with capacity to service visitor needs – Capability to service visitor needs School of Hospitality Management
    26. 26. Destination Evaluation• Education and entertainment – Tourist products should have an educational value• Service, safety and security – Should meet the visitors expectations – And includes the prevention of accidents and the maintenance of peace and order. School of Hospitality Management
    27. 27. Maps and Map ReadingSchool of Hospitality Management
    28. 28. Maps• The basic tools of the travel professional. School of Hospitality Management
    29. 29. Basic TermsPhysical Maps – Rectangular flat map that features the natural geophysical features of the earths land mass. – Includes terrestrial elevations, plateaus valleys rivers etc. School of Hospitality Management
    30. 30. Basic TermsPolitical Maps – Features the political boundaries of the different countries of the worldLocator Maps – Maps with grids with horizontal numbered squares on top and lettered vertical squares on the side of small geographical areas. – Used to locate hotels, attractions etc. School of Hospitality Management
    31. 31. Basic TermsFathom – Unit of measurement of sea depth. 1 fathom= 6 ft.Globe – Sphere that features either the geophysical features of the earths land mass or the political boundaries. – The only true accurate map. School of Hospitality Management
    32. 32. World Tourism Geography• The world was divided by the International Air Transportation Association (IATA) into three regions.• Normally used for fare rules. School of Hospitality Management
    33. 33. School of Hospitality Management
    34. 34. School of Hospitality Management
    35. 35. Area I• Collectively called “The Americas”• Includes: – North America • Starts approx. 15 degrees north and expands northward from the tropic of cancer. • Includes the following countries: – Canada – USA – Mexico School of Hospitality Management
    36. 36. Area I• Collectively called “The Americas”• Includes: – Central America • Starts from the Equator and Extends northward to the tropic of cancer. • Includes the following countries: – Caribbean – Bahamas – Bermuda – Panama School of Hospitality Management
    37. 37. Area I• Collectively called “The Americas”• Includes: – South America • Land Mass south of Panama, 8 degrees north of the Equator. • Collectively called Latin America • Includes the following countries: – Brazil – Peru – Argentina – Eastern Islands School of Hospitality Management
    38. 38. Area II• Europe Middle East and Africa• Includes: – Northern Europe • Countries north of Continental Europe and offshore islands • Includes the following countries: – United Kingdom and Ireland – Scandinavian Countries (Norway, Sweden, Iceland Finland) – Benelux Countries (Belgium, Luxemburg and Netherlands) School of Hospitality Management
    39. 39. Area II• Europe Middle East and Africa• Includes: – Eastern Europe • Nations that were formerly part of USSR • Includes the following countries: – Poland – Hungary – Baltic States (Estonia, Lativa and Lithuania) School of Hospitality Management
    40. 40. Area II• Europe Middle East and Africa• Includes: – Central Europe • Derived from the descendants of Germanic nations and German speaking people • Includes the following countries: – Germany – Switzerland – Austria School of Hospitality Management
    41. 41. Area II• Europe Middle East and Africa• Includes: – Southern Europe • Northwestern end of the Mediterranean Sea • Includes the following countries: – Greece – The Balkans (Serbia, Bosnia, Coratia, Macedonia, Montenegro and Yugoslavia, Albania, Bulgaria, Rumania) – East of the Black Sea (Geogria, Armenia and Azerbaijan) – Turkey School of Hospitality Management
    42. 42. Area II• Europe Middle East and Africa• Includes: – Western Europe • Consists of the Countries east of the North Atlantic Ocean and north of the Mediterranean Sea, • Includes the following countries: – France – Italy – Spain School of Hospitality Management
    43. 43. Area II• Europe Middle East and Africa• Includes: – Middle East • Found in the Eastern end of the Mediterranean Sea. • Made up of many Muslim states except for Israel. • Includes the following countries: – Kingdom of Saudi Ariabia – Israel – Jordan – United Arab Emirates (Abu Dhabi, Dubai, Ras al Khaimah, Umm al Qwain, Sharjah, Ajman and Fujirah) School of Hospitality Management
    44. 44. Area II• Europe Middle East and Africa• Includes: – Africa • Bound by the Mediterranean Sea to the North, South Atlantic Ocean to the west and the Indian Ocean to the East. • Includes the following countries: – Egypt – Morocco – Kenya – South Africa – Islands of Africa School of Hospitality Management
    45. 45. Area III• Asia and Pacific (Oceania)• Includes: – Central Asia • Huge region north of the Asian subcontinent. • Formerly known as Turkestan. • Old territories of USSR • Includes the following states: – Kazakhstan – Uzbekistan – Turkmenistan – Kyrgystan and – Tajikistan School of Hospitality Management
    46. 46. Area III• Asia and Pacific (Oceania)• Includes: – South Asia • Made up of Countries in the Indian Sub-Continent • Includes the following places: – India – Pakistan and Afghanistan – Bangladesh School of Hospitality Management
    47. 47. Area III• Asia and Pacific (Oceania)• Includes: – Northeast Asia • The northeastern corner of the Asian Continent. • Faces the China Sea and Pacific Ocean – China – Japan – Korea – Hong Kong and Macau School of Hospitality Management
    48. 48. Area III• Asia and Pacific (Oceania)• Includes: – South East Asia • ASEAN Countries: – Myanmar – Thailand – Vietnam – Laos – Cambodia – Malaysia – Singapore – Indonesia – Philippines – Brunei School of Hospitality Management
    49. 49. Area III• Asia and Pacific (Oceania)• Includes: – Oceania • Comprises of the Australian Continent and the islands in the southeastern rim of the South Pacific Ocean – Australia – New Zealand – Oceania and South Pacific (Micronesia, Marianas, Masrhal and Caroline Islands, Solomon and Ellice Islands, New Herbides and New Caledonia- West of the International Date Line) – Polynesia (Line, Marquesa, Cook, Tubuam Gambier Islands to the East of the International Dateline) – Island Nations (Fiji, Nauru, Tonga and Western Samoa) School of Hospitality Management