PPT 4 TM

Territorial Tourism & Territory

• Territorial Tourism is a new approach to travel, focusing on the quality of experiences offered, authenticity, and destination brand resonance.
• The success of tourist territories depends on their ability to develop and promote their own territory, respecting the environment and local economy, in order to create a holistic approach to tourism, not just a sector. Experience is crucial for a sustainable destination brand.
• The focus is on branding the experience and achieving brand resonance.

Tourism Territory Dimensions

• Destination brand vision defines the long-term aspiration of the destination (environmental, economic, and social-cultural aspects).
• The brand vision needs to be motivating, inspiring, authentic, and have stakeholder buy-in.
• Different types of brands are incorporated in a territory (product, service, experience, destination/place).
• The role of a destination brand includes reduction (identification, quality assurance, status, prestige), and facilitation (differentiation, loyalty, market segmentation, provider facilitation).
• Brand architecture may involve a branded house model (one master brand) or a house of brands (multiple brands). Brand identity, design, and combination of components create synergy to create a strong image for tourists.

Role and Function of a Destination

• A destination brand plays a role in reduction and facilitation.
• Tourists are affected by reduction and quality assurance.
• Status, prestige, facilitation (focusing on market segmentation, etc).
• The role of a destination brand involves product differentiation, loyalty, and facilitating market segmentation.

Market Segmentation / Target Marketing / Positioning

• The Butler S-Shape Model categorizes stages of tourism development (development, consolidation, stagnation, decline, rejuvenation).
• Criteria for Crafting a Territory Position Statement: tangible, vibrant, specific, avoid strongest competition, avoid trying to be everything to everyone, focus on strong brand identity, and portray a positive image.
• Target market strategies include undifferentiated (mass), differentiated (segmenting), focused (niche), and customized (micromarketing).

Ansoff's Conceptual Framework

• It provides a framework for strategic decision-making about new and existing markets and products
• The model includes four strategic alternatives: market penetration (existing products in existing markets), market development (new markets for existing products), product development (new products for existing markets), diversification (new products for new markets).

Territorial Brand Box Model

• This model illustrates the relationship between representationality (high/low) and functionality (high/low) of a brand.
  • High representationality/Low functionality
  • Low representationality/High functionality
  • High representationality/High functionality
  • Low representationality/Low functionality

Core Values - Essence of the Territory

• Brand personality evolves over time but maintains a core essence.
• Elements include functional and symbolic values to provide territory meaning and evoke positive associations and motivational qualities (consistency, clarity, flexibility, pride, inspiration, distinctiveness for the destination's image).
• Destination essence examines the product (destination), how the brand makes one feel, how the brand makes one look, and what the product does for you.

Territory Focus

• This focuses on developing a framework for destination evaluation, focusing on specific, measurable, attainable, realistic, time-phased, and ethical goals (SMART goals)
• Goals focus on positive, stated, environment-friendly, sound, and agreed aspects of the territory.

Promotional Activities

• Promotion covers communication of the brand, landscape strategies, infrastructure projects, organizational structures, and city behavior to include integrated marketing communications and the appropriate use of communication mix elements (web presence, digital marketing, social media, symbols, and slogans).

Structure

• Good management structure, stakeholder presence, creation of a brand management team, and partnerships are vital to effective brand building for destinations.
• Integration of communication, collaboration, and coordination are important elements enabling strong potential benefits of strategy, leadership, and creativity.

Measurement

• Measuring marketing performance involves determining who is responsible for audit, analyzing trends, gathering feedback, and monitoring current and future markets, and their performance.

Challenges to Territorial Tourism

• Homogenous products, correct pricing, defined market segments, adequate market research, stakeholder relationships, continuity, financial backing from governments, and appropriate use of market analysis (including continuity between stakeholders and evaluation is challenging).
• Difficulty in branding and marketing a destination, legal issues affecting destinations (different, changing regulations), cultural and seasonal differences affecting target markets, and trade-offs in different strategies for developing a destination are typical challenges.

Future Directions for Tourism and Territory

• In the future, territorial tourism needs to focus on achieving competitive advantages to stand out.
• Destinations will need to harness stronger market research, innovation, creativity, and personalized experiences to better attract tourists.
• Quality experience and tangible/intangible offerings are more effective in attracting modern tourists.

Future

• Dynamic partnerships between public and private stakeholders are needed for successful territorial tourism development.
• Strong, strategic leadership is essential to create comprehensive marketing strategies.
• Destination marketing needs to be flexible, mindful of resident feelings (avoid alienation), and sustainable to benefit all stakeholders.

Keys Variables That Determine Success in Territorial Tourism - Class Discussion

• This section involves classroom discussion to explore key areas that are critical to successful territorial tourism.

Test your understanding of the key aspects of destination strategy frameworks. This quiz covers essential criteria for effective strategic concepts and identifies elements within the framework. Ideal for students and professionals interested in destination management.