Destination Marketing: Understanding Tourism Markets

A need is a basic human requirement, while a want is a personal preference that needs to be fulfilled.

By analyzing the competition, identifying market trends, and understanding what tourists want, tourist authorities can offer a unique experience that meets their needs and wants.

An Allocentric tourist seeks new experiences and adventure, is outgoing and self-confident, and prefers to visit new and unusual destinations.

<p>The model shows that a tourist destination must reinvent itself through rejuvenation to avoid declining and eventually 'dying'.</p> Signup and view all the answers

<p>Institutionalised Tourism is characterized by organized mass tourism, whereas Non-Institutionalised Tourism is more flexible and independent.</p> Signup and view all the answers

<p>Values, attitudes, expectations, exposure, research, and marketing techniques all influence tourist behavior and destination choice.</p> Signup and view all the answers

<p>Rejuvenation allows a tourist destination to return to or stay at a healthy stage of the life cycle, preventing decline and 'death'.</p> Signup and view all the answers

<p>A Psychocentric tourist does not seek new experiences or adventure, is inhibited and non-adventuresome, and prefers to revisit familiar destinations.</p> Signup and view all the answers

<p>The Exploration Stage is characterized by a small number of tourists, typically backpackers or the like, and marks the initial stage of a tourist destination's life cycle.</p> Signup and view all the answers

<p>By reviewing data, tourism authorities can identify trends, improve quality, and adjust pricing to offer something unique and competitive.</p> Signup and view all the answers

<p>Local input for tourist exclusive facilities.</p> Signup and view all the answers

<p>Local suppliers and providers of tourism products and services become more involved in development.</p> Signup and view all the answers

<p>Agricultural land is forgone for resort development, without proportional increase in local wealth, per capita income or job creation.</p> Signup and view all the answers

<p>Peak visitor numbers have been reached, and there is growing awareness of negative environmental, social, cultural and economic tourism impacts.</p> Signup and view all the answers

<p>Immediate decline, decline, stabilisation, reduced growth, and rejuvenation.</p> Signup and view all the answers

<p>Information obtained first hand from customers.</p> Signup and view all the answers

<p>Quicker, simpler answers.</p> Signup and view all the answers

<p>Costly, time-consuming, and high risk of bias.</p> Signup and view all the answers

<p>Data is relevant and specific to the organisation, and research is up-to-date, thus primary data is more accurate.</p> Signup and view all the answers

<p>To avoid deterring respondents who expect a quick form.</p> Signup and view all the answers

<p>To understand who will visit, what their expectations will be, and who the destination is competing with.</p> Signup and view all the answers

<p>Customer needs and wants, and competition.</p> Signup and view all the answers

<p>To understand the maturity of a destination and its position in the life cycle.</p> Signup and view all the answers

<p>The percentage of visitors to a destination compared to visitors to the region.</p> Signup and view all the answers

<p>Understanding travel trends helps destinations anticipate and respond to changing customer preferences and behaviors.</p> Signup and view all the answers

<p>To provide more choices and experiences for visitors, and to reduce dependence on a single market or product.</p> Signup and view all the answers

<p>Brand Name</p> Signup and view all the answers

<p>To provide a tease, short description or invitation</p> Signup and view all the answers

<p>They create instant brand association without language barriers</p> Signup and view all the answers

<p>USP (Unique Selling Proposition)</p> Signup and view all the answers

<p>To allow individuals to combine several travel components to create their own package</p> Signup and view all the answers

<p>It creates a recognizable pattern in the resort, promoting uniformity and standardization</p> Signup and view all the answers

<p>The four main categories are Political, Economic, Social, and Technological, and they relate to the industry by affecting the demand and supply of tourism products and services.</p> Signup and view all the answers

<p>To identify which destinations pose the biggest threat and to estimate the probable extent of competition that each rival destination poses.</p> Signup and view all the answers

<p>To place a product's position in the market within a fourfold classification in terms of market penetration, market development, product development, and diversification.</p> Signup and view all the answers

<p>To establish an effective marketing strategy for a destination by targeting specific customer groups.</p> Signup and view all the answers

<p>Travel Motivation, Demographic, Psychographic, and Geographic.</p> Signup and view all the answers

<p>To build a picture of a 'typical' visitor, so that the destination can appeal to the average.</p> Signup and view all the answers

<p>The longer a tourist stays within the destination, the more money they are likely to spend.</p> Signup and view all the answers

<p>To make destinations more appealing by identifying the market, determining the typical individual in that market, and ensuring that the product stands out from the rest.</p> Signup and view all the answers

<p>The benefit which is given by the product, covering the experience from the time tourists leave home to the time they return.</p> Signup and view all the answers

<p>To cover costs and generate income.</p> Signup and view all the answers

<p>It is how individuals see the destination, influencing their decision to visit or not.</p> Signup and view all the answers

<p>Taxation and subsidies.</p> Signup and view all the answers

<p>To identify strengths and weaknesses of the destination compared to its competitors.</p> Signup and view all the answers

<p>To overcharge innovators and create or increase customer numbers, then decrease the price.</p> Signup and view all the answers

<p>Features determine location cost and suitability of land, and the character of the local area affects tourism.</p> Signup and view all the answers

<p>Direct channels involve capital investment, while indirect channels involve paying a middleman.</p> Signup and view all the answers

<p>To increase sales and customers by raising public awareness through marketing communication.</p> Signup and view all the answers

<p>To build and maintain a reputation through communication and reputation management.</p> Signup and view all the answers

<p>To create a unique name and image for a product in the customer's mind.</p> Signup and view all the answers

<p>It affects supply and demand, leading to variable pricing strategies such as peak-time and off-peak pricing.</p> Signup and view all the answers

<p>Ease of access: abundance of information due to internet.</p> Signup and view all the answers

<p>Data may be wrong or outdated, especially when accessed from the internet.</p> Signup and view all the answers

<p>To provide precise information, as opposed to information gathered from many respondents.</p> Signup and view all the answers

<p>Data collection is more time-consuming than quantitative research, requiring smaller groups of people to be surveyed.</p> Signup and view all the answers

<p>To obtain reliable averages and statistics, as opposed to information focused on providing precise information.</p> Signup and view all the answers

<p>Data can be easily compared to similar research studies over time, and depicted through graphs, tables, and charts.</p> Signup and view all the answers

<p>Averages pulled may only provide superficial data, and numerical responses prevent detailed perspectives.</p> Signup and view all the answers

<p>To distinguish whether a factor which a business or destination may face is internal or external and whether it is positive or negative.</p> Signup and view all the answers

<p>PEST analysis distinguishes whether a factor is political, economic, social, or technological, whereas SWOT analysis distinguishes internal/external and positive/negative factors.</p> Signup and view all the answers

<p>To ensure that collected data can be accurately analyzed and interpreted.</p> Signup and view all the answers

<p>The main goal of branding a destination is to create a unique image of the destination and enhance competitiveness in the global marketplace by creating a common vision for the future of the community and its potential as a tourist destination.</p> Signup and view all the answers

<p>A consistent brand image helps to enhance local, regional, national, and global awareness of a destination, appeals to a wider range of target groups, and increases the likelihood of returning customers.</p> Signup and view all the answers

<p>Involving locals in the branding process helps to ensure that the brand image accurately reflects the destination's attributes and is accepted by stakeholders, which is crucial for the brand's success.</p> Signup and view all the answers

<p>An effective destination brand is memorable, unique, quirky, significant, and attractive, with fonts, colors, and images that match the destination's attributes.</p> Signup and view all the answers

<p>Branding helps to change the perception of a destination by creating a new image or rebranding, which enhances the destination's appeal and competitiveness in the global marketplace.</p> Signup and view all the answers

<p>Branding helps to make a destination more appealing by creating a unique and attractive image that reflects the destination's characteristics and appeals to a wide range of target groups.</p> Signup and view all the answers

<p>Considering the existing resources of a destination helps to create a brand image that is authentic and reflects the true characteristics of the destination, making it more appealing to tourists.</p> Signup and view all the answers

<p>Ensuring that the brand image is accepted by stakeholders helps to create a sense of ownership and ensures that the branding is sustainable and effective in the long term.</p> Signup and view all the answers

<p>Raising awareness of the destination is an essential part of branding, as it helps to enhance local, regional, national, and global awareness of the destination.</p> Signup and view all the answers

<p>Branding helps to create a common vision by creating a shared understanding of the destination's characteristics and potential, which helps to unite stakeholders and create a sense of direction for the community.</p> Signup and view all the answers