Week 12. - for real

Types of Tourists

• Independent Travellers: love exploring and trying new experiences
• Mid-Centric Tourists: enjoy adventure but also like the comfort of home, may combine pre-booked and self-organised activities
• Psychocentric Tourists: prefer familiarity, give preference to known brands, and enjoy package tours and regular stays at resorts

Tourism Marketing

• Defined as the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at large
• Involves the co-creation and exchange of value for producers and consumers through design and delivery of tourism experiences

Destination Marketing

• Means by which destinations promote their individual and/or collective experiences to visitors
• Destination marketing organisations (DMOs) promote a destination to visitors
• Destination image: the sum of beliefs, ideas, and impressions that a person has of a destination, which is subjective and individual, and a key market metric that defines tourist behaviour

Tourism New Zealand

• Organisation responsible for marketing New Zealand to the world as a tourist destination
• Uses the 100% Pure New Zealand marketing campaign, which has evolved over 20+ years to make NZ one of the world's most well-respected tourism brands

Nature of Tourism Products and the Tourist Journey

• Intangible
• Role of people
• Variable service
• Perishability and seasonality
• Social contexts (shared experience)

"High Value" Tourism

• Defined by Minister of Tourism Stuart Nash as high-value, high-quality visitors who give back more than they take, travel across seasons and regions, are environmentally conscious, and seek to offset carbon emissions
• High-value tourists are respectful of local communities and cultures, appreciate the efforts of the local workforce, and want to learn about local history and culture

Development of Tourism

• Coincides with technological advancements
• Has undergone significant changes pre-pandemic and post-pandemic

Definition of Tourism

• Temporary movement of people to destinations outside their normal places of work and residence, including activities undertaken during their stay and facilities created to cater to these needs
• Comprises the activities of persons traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business, and other purposes

Overview of the Tourism System

• Complex system made up of several systems, within a larger system
• Components include:
  • Geographic regions
  • Macro-environment
  • Tourists
  • Travel and tourism industry and its sectors

Components of the Travel and Tourism Industry

• Transportation
• Accommodation (+ food and beverage - hospo)
• Attractions
• Events and festivals
• Amenities and infrastructure
• Administration - government ministries relevant
• Marketing and promotion

Classification of Tourists (UNWTO)

• Domestic tourist: individual who travels within their country of residence
• Inbound tourist: non-resident visitor who travels to and within a country of reference (destination country)
• Outbound tourist: resident visitor who travels outside of their usual country of residence
• International tourism: combination of inbound and outbound tourism

Differences between Domestic and International Tourism

• Domestic tourism:
  • Travellers are familiar with the country
  • Lower marketing costs
  • Traveller needs are consistent across segments
  • Simpler, shorter itineraries
  • Often no language or cultural barriers
  • Easy market to enter and return on investment established more quickly
  • Distribution system is consistent and operators deal with consumers directly
• International tourism:
  • Traveller may have limited knowledge of the country
  • Higher marketing costs
  • Traveller needs vary in each market and segment
  • Complex itineraries
  • Language and cultural differences
  • Long-term investment to recoup costs
  • Distribution systems vary in each market

Why do Individuals Travel?

• Push factors:
  • Personal inherent motivations
  • Burnout, needs to relax, see new things - novelty
  • Escape, relaxation, novelty, knowledge-seeking, socialisation
• Pull factors:
  • Fulfill needs of push factors
  • Attractions, activities, climate, culture, safety and security, entertainment

PLOG's Typology of Tourists

• Allocentric tourists (venturers): not afraid of the unknown

History of Tourism

• Egyptians: started building pyramids in 2700 BC, attracted large numbers of visitors then and now, with a prime motivation of curiosity or novelty
• Greeks: honoured Zeus by athletics (Olympics)
• Phoenicians: carried paying passengers around the Mediterranean
• Chinese (Qing dynasty): paid homage to gods and goddesses through sacred sites

The Beginnings of Tourism Marketing

• Egyptians: started building pyramids in 2700 BC, attracted large numbers of visitors then and now, with a prime motivation of curiosity or novelty
• Greeks: honoured Zeus by athletics (Olympics)
• Phoenicians: carried paying passengers around the Mediterranean
• Chinese (Qing dynasty): paid homage to gods and goddesses through sacred sites

Foundation of the Modern Tourism Industry

• Religion: influenced the modern travel industry, e.g. pilgrimage to Mecca for Muslims
• Health and Wellbeing: growth in tourism to seaside resorts in England, e.g. 'salt water dipping' rather than swimming became popular in Brighton, England
• New dimensions and developments: affluent Europeans travelled to view romantic and fascinating scenery and landscapes, and to learn about history, architecture, literature, and antiquities

What does this History Tell us About Tourism Today?

• Nothing is specified in the text.