Sales & Marketing

Tourism Destination Marketing - Part One

What is a destination ?

• A single entity – one product

• Many products – comprising of every kind of tourism organisation and operation

• Socio-cultural entity – its history, people, traditions, way of life

• A concept – in the minds of tourists and potential visitors

Destination

• A destination may not be a single place, but a conceptual entity which incorporates several destinations and locations eg. Route 66 in USA

– Which crosses nine state boundaries but is perceived as a totality

http://flickr.com/photos/puroticorico/2390547860/

What is a destination

• For our purposes a destination refers to a:

– town

– resort

– or geographical region

• http://www.hokitika.com/

• http://www.queenstown-nz.co.nz/

• http://www.northlandnz.com/

Destinations differ in what they offer

• Benefits to visitors

– May meet needs of recreational tourists eg. Salzburg (home of Mozart)

• http://www2.salzburg.info/

– May appeal to business travellers and short-break markets eg. London

• http://www.visitlondon.com/

Destination Success

• Amalgam of the six A’s

– Amenities

– Attractions

– Activities

– Accessibility

– Ancillary Services

– Available packages

Amenities

• Must be well planned and well constructed

• The need for future expansion must be taken into account

– Infrastructure

– Superstructure

Infrastructure

• Roads

• Waste disposal

• Sewerage system

• Electricity

• Water

• Harbour – water quality

Superstructure

• Buildings and structures covering area

– Cannot exist successfully without a good infrastructure

• Airport, port

• Societal structure

– Culture

– Rules

– Rituals

– Community

Destination components

Dependency on Tourism

• Tourism is an important strategic issue to destinations with a limited economic base

• Than to those with a more diversified economy

– Can you think of an example for a limited and diversified economy?

http://flickr.com/photomin/2420089134/s/pik - Port in Georgetown

Multiplier Effect

Attractions & Activities

• Natural

• Constructed

• Cultural

• Heritage

• Architectural

Attractions & Activities

– Ski fields

– Geothermal area

– Historic precinct

– Events

– Festivals

– http://www.tourism.net.nz/attractions/

http://flickr.com/photos/big-ashb/279004304/

Ancillary Services

• Banks

• Restaurants and Cafes

• I-site

• Hospital

• Council

– Regional

– District

– City

Accessibility

• The time taken to reach the destination

• The cost of travelling to the destination

• The frequency of transport to the destination

– Sea

– Road

– Rail

– Air

http://flickr.com/photos/86778817@N00/86564665/