Chapter Copyright © 2009 by Nelson Education Limited. DESTINATION MARKETING 12 12-1 Prepared by Simon Hudson, Haskayne School of Business University of

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


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


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


Chapter 12

12-4

Characteristics of Destinations

Destination Marketing 12

12-4Table 12.1


Chapter

Classifications of Destinations


Table 12.2

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12-5


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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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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12-7

Objectives of Destination Marketing



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)



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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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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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



Chapter 12

12-12

The Tourist Area Life Cycle



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



Chapter

• Limited Budgets

• Politics

• External Environment

• Destination Product

• Creating Differentiation

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12-14

Challenges of Destination Branding



Chapter

• Market Investigation, Analysis, and Strategic Recommendations

• Brand Identity Development

• Brand Launch and Introduction

• Brand Implementation

• Monitoring, Evaluation, and Review

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12-15

Stages of Brand Building



Chapter 12

12-16

Destination Brand Benefit Pyramid



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



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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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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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

12

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Marketing Events and Conferences



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

12

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Marketing All-Inclusive Resorts


Documents

Chapter Copyright © 2009 by Nelson Education Limited. DESTINATION MARKETING 12 12-1 Prepared by Simon Hudson, Haskayne School of Business University of