- •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
Attraction
ATTRACTION GOALS |
PROCESS |
To attract tourists (preferably long-distance and international in origin), generate economic benefits, and combat seasonality of demand. |
-consider the entire portfolio of events and attractions in the destination, relative to competitors -prior to event production, demand can only be estimated through comparison with similar events and longitudinal, market-penetration studies |
A-1: Develop an attractive, unique theme and program that will appeal widely to residents and visitors as well as to targeted segments with special interests. |
-identify the key target market areas and segments; focus on high-yield, dedicated event tourists -market area research as well as visitor surveys are required in advance of planning the event and while refining the concept -test attractiveness and 'staying power' with residents (it has to become a tradition for them) |
A-2: Produce a high-quality event with the potential to become iconic; focus on customer value and satisfaction |
-quality can be judged through benchmarking against other successful events; and in the context of the planned theme and programme, by experts which constantly monitor customer satisfaction and future intentions to return or spread positive word of mouth |
A-3: Develop an attractive and effective community setting for the event(s) including specific indoor and outdoor venues. |
-involve the community in identifying suitable venues, determining the need for new infrastructure or improvements; plan for a permanent legacy -consider aesthetic and functional venue requirements and community improvements; set a design capacity for audiences |
A-4: Develop high standards and accessibility in terms of services and consumables. |
-offer basic services that match the visitors´ needs. |
Evaluation of Attractiveness Each of the six major goals requires separate evaluation, employing a range of specific measures and methods. Research will be needed to test attractiveness and image among target audiences. |
-measure the fit between program components and the expressed needs/preferences of specific target audiences -test the theme’s generic effectiveness in terms of uniqueness and appeal to broad audiences -evaluating the Unique Selling Proposition has to include benchmarking comparisons with other events and destinations. -evaluate the aesthetic appeal and functional effectiveness of venues and the community setting -marketing planning will deal with many of these indicators |
Image and Branding
IMAGE and BRANDING GOALS |
PROCESS |
-To develop an iconic brand for the event, and to co-brand the hallmark event and destination, taking into account the identity residents attach to their community and the event. |
-widespread consultation is essential -residents and other stakeholders must be directly asked to consider place identity and desired image -the band must reflect destination and community strengths and convey a unique and attractive message |
I-1: Generate and sustain positive media coverage of the event and destination.
|
-integrate event and destination marketing -plan visuals and messages at the concept stage and integrate into all aspects of design and production |
I-2: Develop and sustain strong media partners
|
-obtain media input to planning and evaluation -maximise number and types of media as sponsors |
I-3: Develop and constantly monitor brand equity
|
-conceive the event as a brand with its own values, co-branded with the destination -build brand equity with target segments through co-production of events and related destination experiences |
I-4: maintain positive event image among all key stakeholders
|
- monitor media coverage - visitor and target-market surveys employing measures of awareness, strength (positive or negative), and appeal (desire and intent to visit) among target audiences |
I-5: Specifically foster a strong reputation through media communications, quality, uniqueness, and positive word-of-mouth recommendations |
-media management to include dealing with image problems and disasters -managing word-of-mouth requires attention to product and service quality, co-creation of experiences, and incentives |
Evaluation of Image and Branding
|
-media monitoring should be continuous -implement meaningful consumer/resident feedback -employ experts to make comparisons and evaluate overall image and branding effectiveness |