Territorial Tourism Lecture Overview PDF

Lecture Overview Tourism & Territory Territorial Tourism is a new way of Travelling, It believes in the Qualitative selection of what’s on offer, In the culture of Hospitality, In search of Authenticity, In search of Destination Brand Resonance. The Future of touristic territories is linke...

Lecture Overview Tourism & Territory Territorial Tourism is a new way of Travelling, It believes in the Qualitative selection of what’s on offer, In the culture of Hospitality, In search of Authenticity, In search of Destination Brand Resonance. The Future of touristic territories is linked to the destinations capacity to organise and promote the growth of their own territory, whilst respecting the environment and the local economy. Territorial tourism means creating a holistic tourism, not just a sector. When it comes to Territorial Tourism, building a sustainable destination brand is fundamental. Experience is key to achieving this. BRANDING THE EXPERIENCE EXPERIENCING THE BRAND TOURISM TERRITORY DIMENSIONS Destination Brand Vision :- Statement of aspiration/ Long term Perspective (Environmental, Economic and Social-Cultural) Is it motivating/ Inspiring?- Do Tourists understand and relate to? Is it authentic/original-has it buy-in from all stakeholders? Type of Brand incorporated Product/ Service/ Experiences/ Destination/ Place- Differentiate between them and identify which one is incorporated at your destination. Role /Function of Destination Brand-Tourist- REDUCTION: Identification, Quality Assurance, Status/Prestige, Provider-FACILITATION: Differentiation, Loyalty, Market Segmentation Brand Architecture at Destination: Branded House( One Master Brand) / House of Brands (Multiple Brand offering) Identity- Design- Combination of Components- Create synergy- (Stakeholders create) Image-Totality of Perceptions (Tourists) Role And Function of a Destination contributing to Territorial Advantage Market Segmentation/ Target Marketing/ Positioning - Territory Life Cycle Position-Butler S-Shape Model- Stages-Determine Stage-Rationale Important elements involved in crafting territory position statement :-Avoid Generalities, Tangible/Vibrant, Specific, Avoid Strongest Competition, do not try be all things to all people, Craft Strong Identity, Portray Positive Image Target Market Strategy -4 Strategies- Undifferentiated marketing/mass marketing Differentiated marketing/segmenting marketing Focused marketing/niche marketing Customized marketing/micromarketing Use of Brand Box model Def-Rationale for use-Where your destination fits in-reasons Positioning differentiator (USP) What is destination USP- Opinion Why Butler's S- Shape Model Ansoff’s Conceptual Framework Territorial Brand Box Model Core Values- Essence of the Territory Personality- Own Character, evolve over time , but its essential character should endure. Elements. Functional/Symbolic Values at Destination- Provide meaning to the territory and evokes positive associations. Act as Motivators- Consistent, have clarity, specific, flexible, pride, inspiring, distinctive. Essence of Destination ( 4 Questions)-1. Describe the product (destination) 2. How Brand make me feel 3. How Brand make me look 4. What the Product does for me Def- Framework Wheel- Apply to Destination (SCOTLAND) Territory Focus S Specific C Challenging M Measurable P Positively L Legal Stated A Attainable U Understood E Environment ally Sound R Realistic R Relevant A Agreed T Time Phased E Ethical R Recorded Example-This advertisement for Land Rover associates the brand with toughness and durability Strategy Concepts- (9 criteria) Single- Minded- One or Two words max ,Intangible- Tap into what the consumer feels,Unique- different, Experiential- feeling during experience, Consistently delivered, Authentic- Creditable- Ask tourists, Sustainable, Meaningful- Connect with Customers, Scalable- Extension- Opportunity to grow Experience Realms-Where destination fits in- Reason Themes assist Territorial advantage Portfolio Sweet Spot-How it is obtained-Benefits Realms of Experience Experience Portfolio Destination Territorial Sweet Spot Ideal Benefit to Claim It is extremely important to target consumer Destination is uniquely suited to delivering it Competitors are not currently addressing it Promotional Activities Communicating the brand (Primary) How effective 4 Areas- Landscape Strategies, Infrastructure projects, Organisational Structures, City Behaviour Communication Mix (Distribution Channels),Integrated Marketing Communications Secondary- (Communication Mix) Which ones available/used- Web Presence, Digital Marketing, Social Media Symbols, Slogan Structure Management Structure – Stakeholders Presence of Brand Management Team- Make up Partnerships Level of PPP’s Integration Communication/Collaboration/Coordination- Unity- Potential Benefits Levels of Strategy, Leadership, Creativity Strategy- Business/Brand Leadership- Levels- Potential Benefits Creativity- Levels- importance Measurement Audit Who does it, Specific Role Trends/ Analysis Feedback/ Reports- Monitoring Current/Future Markets Challenges to Territorial Tourism Territory is more likely to be successful when the product offering is homogenous, correctly priced and distributed and promoted to a defined market segment. Unlike products destinations do not have the privilege of a homogenous products, prices cannot be controlled and market segmentation and target marketing is more difficult as branding a destination has to appeal to a variety of visitors. There is also a lack of continuity between stakeholders, the host community must be considered, techniques to gain visitor feedback is difficult to attain as monitoring and evaluation is more complex due to large populations and there is a lack of funding and backing by government authorities. Maintaining brand consistency is critical for sustaining the strength and favourability of brand associations but this is increasingly demanding due to the people aspect involved. Challenges The legal environment is also an issue faced when attempting to brand a destination as there are different kinds of regulatory obstacles existing in different countries and they are constantly changing. As a destination may try to target a range of markets difficulties may arise as different target groups may have varying needs, wants and usage patterns, as a result of different cultural values and seasonality. Achieving a good market balance through managing different potential brand trade-offs is more demanding for destinations. Trade-offs occur in making decisions on strategic, financial, tactical and organisational areas. Strategic trade-off decisions destination managers are faced with include retaining versus acquiring customers, brand expansion versus brand reinforcement and points of parity versus points of difference. Future Directions for Tourism and Territory Territorial Tourism in the future will be increasingly more dependent upon achieving a competitive advantage. In order for destinations to gain this competitive advantage, market research will need to be harnessed more effectively and greater innovation and creativity is required in attracting tourists. The pursuit of individualism and custom designed travel as key to achieving this competitive advantage. “Just a trip” is no longer satisfactory; tomorrow’s tourists want trips that are memorable based on a quality experience. Tourist destination must not only develop tangible products but must also develop intangible augmented services and experiences which appeal to consumers as it is these services and experiences that make up the mind of potential tourists on where, how and when to take a holiday. Future A number of key areas important to success in achieving these services and experiences are identified. More dynamic public private partnerships between government and tourist industries need to be established to gain collaboration and pool resources on marketing initiatives and development further partnerships between news products and geographic areas need to be developed. Strong strategic leadership needs to be implemented helping to create comprehensive marketing strategies and mixes to support competitiveness of the destination. The various stakeholders within the tourist destination need to be aware and understand the value of different marketing approaches to gain higher yields. These approaches involve selective target marketing ensuring their marketing strategy is innovative and flexible and does not alienate residents through unsustainable development. KEYS VARIABLES THAT DETERMINE SUCCESS IN TERRITORAL TOURISM- CLASS DISCUSSION