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Tourism Destination Marketing Part One

Part one of a three part slideshare on tourism destination marketing

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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/

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