chapter copyright © 2009 by nelson education limited. destination marketing 12 12-1 prepared by...
TRANSCRIPT
Copyright © 2009 by Nelson Education Limited.
Chapter
DESTINATION MARKETING
12
12-1
Prepared by
Simon Hudson, Haskayne School of BusinessSimon Hudson, Haskayne School of Business
University of CalgaryUniversity of Calgary
andand
Marion Joppe, University of GuelphMarion Joppe, University of Guelph
Copyright © 2009 by Nelson Education Limited.
Chapter
Topics
• Principles of destination marketing• Role of destination marketing organizations
(DMOs)• Principles of destination branding• Strategies used to promote destinations• Marketing of events and conferences• Marketing of all-inclusive resorts
12Destination Marketing
12-2
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Chapter
• DestinationsDestinations– places that have some form of actual or
perceived boundary, such as the physical boundary of an island, political boundaries, or even market-created boundaries
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12-3
The Principles of Destination Marketing
Destination Marketing
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Chapter 12
12-4
Characteristics of Destinations
Destination Marketing 12
12-4Table 12.1
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Chapter
Classifications of Destinations
Destination Marketing
Table 12.2
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12-5
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Chapter
Attractions
• Often the main motivator for a trip• A major attraction often stimulates the
development of the destination• Can be natural or human-made• Private attractions: driven by profit
motive• Public sector attractions: more social
considerations
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Destination Marketing
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Chapter
• improve image of an area in hopes that industrialists will relocate their factories and offices to the area
• provide jobs for local residents• increase range of facilities available for local
community• give local residents more pride, which can happen
when people see that tourists want to visit their region• provide rationale and funding for improvements to
local environment• make the destination politically more acceptable
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Objectives of Destination Marketing
Destination Marketing
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Chapter
• Destination Marketing Organizations Destination Marketing Organizations (DMOs(DMOs)– government agencies, convention and
visitors bureaus, travel associations, and other bodies that market travel to their respective destination areas
– can function at the local (often CVB), regional or national (NTO) level
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The Role of Destination Marketing Organizations (DMOs)
Destination Marketing
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Chapter
• Convention and visitor bureaus (CVBs)Convention and visitor bureaus (CVBs)
– regional or city-level organizations responsible for marketing a specific destination
– 500 of the larger bureaus belong to Destination Marketing Association International (DMAI)
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Destination Marketing
The Role of Destination Marketing Organizations (DMOs)
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Chapter
• Destination Marketing Association Destination Marketing Association International (DMAI)International (DMAI)
– an organization that provides educational resources and networking opportunities to its members and distributes information on the CVB industry to the public
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12-10
Destination Marketing
The Role of Destination Marketing Organizations (DMOs)
Copyright © 2009 by Nelson Education Limited.
Chapter
• Tourism area life cycle (TALC)Tourism area life cycle (TALC)
– the stages a destination goes through, from exploration to involvement to development to consolidation to stagnation to rejuvenation or decline (also known as the “tourism destination life cycle”)
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Tourism Development
Destination Marketing
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Chapter 12
12-12
The Tourist Area Life Cycle
Destination Marketing
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Chapter
• Destination brandingDestination branding
– A method of establishing a distinctive identity for a destination based on competitive differentiation from others
– Snapshot: Capitals of Canada
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Destination Branding
Destination Marketing
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Chapter
• Limited Budgets
• Politics
• External Environment
• Destination Product
• Creating Differentiation
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Challenges of Destination Branding
Destination Marketing
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Chapter
• Market Investigation, Analysis, and Strategic Recommendations
• Brand Identity Development
• Brand Launch and Introduction
• Brand Implementation
• Monitoring, Evaluation, and Review
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Stages of Brand Building
Destination Marketing
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Chapter 12
12-16
Destination Brand Benefit Pyramid
Destination Marketing
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Chapter
• Promotion strategyPromotion strategy
– reaching prospective visitors via expenditure on a promotional mix intended to achieve destination awareness and influence prospective customers’ attitudes and purchasing behaviour; a traditional approach to destination marketing
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Destination Promotion
Destination Marketing
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Chapter
Media investment– has grown rapidly in recent years, and most
DMOs are involved in a range of promotional activities
– these include six types: brochures, advertisements, the press and public relations, personal selling, sales promotions, and trade fairs and exhibitions
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Destination Promotion
Destination Marketing
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Chapter
• Marketing CooperationMarketing Cooperation
– creates marketing bridges between a DMO and individual operators in the tourism industry; and between “umbrella” campaigns and industry marketing expenditure
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Destination Promotion
Destination Marketing
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Chapter
• Events and festivalsEvents and festivals
– Often introduced to cope with seasonality and to boost tourism receipts during normally quiet times of the year
• Conferences Conferences
– Includes conventions, exhibitions, trade shows, meeting and incentive travel
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Marketing Events and Conferences
Destination Marketing
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Chapter
– decreases the uncertainty of the tourist about the total amount of money to be spent during a holiday
– involves the sale of different products as a unique package at a price lower than the total price of its components sold separately
– criticized for their social, economic, and environmental impacts
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Marketing All-Inclusive Resorts
Destination Marketing