- •Tourism DestinationS Management
- •Kyiv 2014
- •Content
- •Introduction
- •Topic 1. Theoretical bases of tourism destinations formation and development Lecture Plan
- •Polarized growth in tourism
- •Tourism Destination concept Evolution of the definition “Tourist/Tourism Destination”
- •The modern model of Tourist Destintion
- •Classification of leisure destinations based on their principal attractions
- •Development conditions and factors of destination
- •Theories of tourism destination development
- •Classical Change Theory - The Life-Cycle Model
- •The Theory of Species Evolution
- •Punctuated Equilibrium model
- •Chaos Theory
- •Topic 2. Methodology of Tourist Destinations Management Research Lecture Plan
- •Objectives and research directions for tourism destinations
- •Scanning macro environment
- •Examples of macro-environment changes
- •Evaluating existing and potential tourism resources
- •Examples of Intangible resources
- •3. Assessing market trends and performance
- •4. Analysing competitiveness
- •Scale rating competition (Blank)
- •Methods of tourism destination studies
- •Innovation
- •Impact on local mobility
- •Phase 1 the diagnostic process
- •Topic 3. Tourism Destination Competitiveness Lecture Plan
- •The concept of tourism destination competitiveness Evolution of views on tourism destination competitiveness
- •Value chain of tourist destinations
- •Models of tourism destination competitiveness
- •Model of Destination Competitiveness and Sustainability (Ritchie and Crouch, 1993, 2000)
- •Travel & Tourism Competitiveness Index based on an initiative of the World Travel and Tourism Council (wttc)
- •Topic 4. Management of tourism destinations visitors’ consumer behavior Lecture plan
- •Consumer behavior of tourism destinations visitors. Behavior at different stages of the purchase and consumption
- •The main features of tourist behavior
- •Concept map for understanding tourist behaviour
- •I. The formation of touristic needs. Motivation
- •Decisions involved in choosing a destination
- •Factors influencing the destination decision
- •III. Tourists’ On-Site Experiences
- •IV. The customer satisfaction/dissatisfaction
- •The formation of loyalty to tourist destination
- •Motive factors and items
- •Trends in tourist`s consumer behavior Trends in travel motivation
- •Technological Changes in tourist`s consumer behavior
- •Modern tourist values
- •Specific models of market segmentation in tourism Types of tourists/travellers
- •Thirteen major emerging markets and changes in demand
- •Topic 5. Tourist Destinations planning Lecture Plan
- •Destination as an object of management
- •Strategic management objectives for destinations
- •Relationships between stakeholders in tourism
- •Public-private partnership in tourism destination management
- •Success factors in managing public-private partnerships in the tourist sector (unwto)
- •Destination management organizations (dmo), their levels
- •Destination Management Organisations levels
- •Topic 6. Tourist Destinations Marketing Lecture plan
- •The modern concept of tourism destination marketing
- •Marketing mix of tourism destination
- •Four destination product components
- •Applied areas of marketing research for the benefit of tourism destination Contribution of marketing research to destination marketing
- •Tourist destination Image and Brand Evolution of tourist destination image definition
- •Components of destination image and sample research procedures
- •Destination brand
- •Destination brand – Key points:
- •The difference between a destination product and a destination brand
- •Destination branding
- •Developing a branding strategy Branding Process
- •Brand Pyramid
- •Brand Wheel
- •Key challenges in developing and effectively applying a destination brand
- •Bringing the Brand to Life
- •Tourism destination Event marketing
- •Attraction
- •Image and Branding
- •Community
- •5.Tourism destination Internet Marketing Overview of the different e-marketing techniques at each stage of the ‘customer journey’
- •10 Key areas for action in e-marketing
- •1. Reach as many potential customers as possible
- •2. Maximise the lifetime value of customers, by maintaining the relationship via crm
- •3. Join the social networking revolution, facilitating user-generated content
- •4. Maintain high quality content
- •5. Create a compelling website experience
- •10. Ensure effective electronic distribution of information to visitors ‘en route’ and in the destination
- •Supporting technologies required to implement the ‘10 keys’
- •Organizational aspects of the tourism destinations marketing
- •Strategic marketing planning for tourist destination The key processes in determining a destination marketing plan are as follows:
- •Destination marketing planning process
- •Structure of the strategic marketing plan for Greece
- •Topic 7. Tourism Destinations in the context of the Sustainable Development Lecture plan
- •Environmental
- •12 Aims for sustainable tourism/ sustainable tourism development (unwto/unep)
- •The challenges of tourism destinations sustainable development
- •The general procedure that is commonly recommended for implementing sustainable tourism or sustainable development within a destination
- •Implement remedial actions where necessary • May require reassessment of st goals
- •Sustainable tourism strategy
- •Control of sustainable tourism Sustainable tourism indicators
- •Core wto Indicators of sustainable tourism (short list)
- •Bibliography
Topic 1. Theoretical bases of tourism destinations formation and development Lecture Plan
Polarized growth in tourism .
Tourism Destination concept.
Development conditions and factors of destination.
Theories of tourism destination development.
Bibliography:
Basic: 1, 2, 3, 4
Supplementary: 11, 13, 16, 17, 20.
Key words: tourism destination; urban destination; beach/sea destination; alpine destination; rural destination; wellnes destination; religious destination; Third World destination; exotic and exclusive destination; attractions; accessibility; amenities; available packages; activities; ancillary services; destination development; Life-cycle theory; Theory of Species Evolution, Punctuated Equilibrium and Chaos Theory.
Polarized growth in tourism
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Tourism Destination concept Evolution of the definition “Tourist/Tourism Destination”
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Webster’s Dictionary
the place set for the end of a journey, i.e. a geographical area (a location, a resort, a region, a country, etc.) where the traveler intends to spend time away from home.
N.Georgulas (1970)
– areas with different natural and/or man-made features, which attract non local visitors (or tourists) for [a variety
of] activities
Jensen, Hansen and Metz’ (1993)
a geographical area, which contains landscape and cultural characteristics and which as in the position to offer a tourism product, which means a broad wave of facilities in transport – accommodation – food and at least one outstanding activity or experience.
WTO or Bieger (1996)
a geographical area consisting of all the services and infrastructure necessary for the stay of a specific tourist or tourism segment. Destinations are the competitive units of incoming tourism. Destinations are therefore an important part of a tourism product.
Leiper (1995)
places towards which people travel and where they choose to stay for a while in order to experience certain features or characteristics-a perceived attraction of some sort.
Cooper et al (1998)
destinations as the focus of facilities and services designed to meet the needs of the tourists.
S. Pike (2004)
place that attract visitors for a temporary stay, and range from continents to countries to states and provinces to cities to villages to purpose built resort areas
P.H. Kotler, J. Bowen J. , Makens, (2006)
physical space in which a visitor spends at least one overnight. It includes tourism products such as support services and attractions, and tourism resources within one day’s return travel time.
UNWTO (2007)
a tourist destination is an important place visited by tourists which represents the basic unit of analysis in tourism.
Buhalis (2005)
amalgams of tourism products, offering an integrated experience to consumers.
a combination (or even as a brand) of all products, services and ultimately experiences provided locally.
Cho ( 2000)
as distinct from origin or market, refers to the place where tourists intend to spend their time away from home. This geographic unit visited by tourists may be a self-contained centre, a village or town or a city, a region or an island or a country”
The destination is serviced by both private and public sector and can be done by:
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Attractions (natural, man-made, artificial, purpose built, heritage, special events);
Accessibility (entire transportation system comprising of routes, terminals and vehicles);
Amenities (accommodation and catering facilities, retailing, other tourist services);
Available packages (pre-arranged packages by intermediaries and principals);
Activities (all activities available at the destination and what consumers will do during their visit);
Ancillary services (services used by tourists such as banks, telecommunications, post, newsagents, hospitals, etc)
Some unique features allow us to identify a tourist destination as such, distinguishing it from what is simply a local offering of a product or service that can be of interest to tourists; these characteristics are:
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