MKTG (5).pdf

Tourism Marketing: The beginnings: Egyptians ○ Started building pyramids in 2700 BC ○ Attracted large numbers of visitors then and now ○ Visitors prime motivation was 'curiosity' or novelty Greeks - honoured Zeus by athletics (Olympics) Phoenicians - carrie...

Tourism Marketing: The beginnings: Egyptians ○ Started building pyramids in 2700 BC ○ Attracted large numbers of visitors then and now ○ Visitors prime motivation was 'curiosity' or novelty Greeks - honoured Zeus by athletics (Olympics) Phoenicians - carries paying passenger around Mediterranean Chinese (Qing dynasty) - psid homage to gods and goddesses through sacred sites Foundation of the modern tourism industry: Religion ○ Religious traditions such as pilgrimages influenced the modern travel industry (e.g. pilgrimage to Mecca for Muslims ○ French travel guidebook "the travels of Sir John Mandeville" (Mandeville, 1375) provided information on how to travel to the Holy Land and was translated into various languages Health and Wellbeing ○ There was a growth in tourism to seaside resorts in England ○ 'salt water dipping' rather than swimming became popular in Brighton, England ○ The upper class led other layers of the society to follow the trend ○ What started as an aristocratic recreation became a must for many New dimensions and developments: Affluent Europeans travelled to view romantic and fascinating scenery and landscapes Also to learn about history, architecture, literature and antiquities 18th Century Grand Tour organized by Thomas Cook ○ Most of Europe particularly in France and Italy ○ Shifted to the exploration of Scotland and the Swiss alps during the Napoleonic wars The industrial revolution (1760 - 1850): ○ Move from agricultural to industrial economy ○ Transport improves and also becomes available to lower classes ○ Factories and increasingly crowded urban environments encourage travel to quieter locations, resorts begin to be developed outside major urban centres What does this history tell us about tourism today? Development of tourism coincides with technological advancements Tourism pre-pandemic Post-pandemic - NZ Definition of Tourism: "the temporary movement of people to destinations outside their normal places of work and residence, the activities undertaken during their stay in those destinations, and the facilities created to cater these needs" (Pearson, 2014, p.3). Tourism 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 (UN World tourism organization) Place Purpose Duration Overview of the tourism system: Tourism is a complex system made up of several systems, within a larger system 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 - govt ministries relevant Marketing and promotion Classification of tourists (UNWTO) Domestic tourist - and individual who travels within their country of residence Inbound tourist - a non-resident visitor who travels to and within a country of reference (destination country) Outbound tourist - a resident visitor who travels outside of his usual country of residence International tourism - combination of inbound and outbound tourism Differences: Domestic: ○ Travellers are familiar with NZ ○ 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: ○ Traveller may have limited knowledge of NZ higher marketing costs ○ Travellers 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: Personal inherent motivations Burnout, needs to relax (city life), see new things - novelty Escape, relaxation, Novelty, Knowledge-seeking, socialisation Pull: 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. They love exploring: independent travellers Mid-centric tourists - they love adventure but also like the comfort of home. Travel arrangements may combine pre-booked and self-organised activities Psychocentric tourists (dependable) - enjoy familiarity; give preference to known brands; package tours; regular stays/repeat visitors to resorts Tourism Marketing: Marketing is 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 (American Marketing Associations, 2017) Tourism Marketing entails the co-creation and exchange of value for producers (e.g. hosts) and consumers (e.g. tourists) through design and delivery of tourism experiences driven by tourist demand and the goals and needs of businesses, policy-makers and host communities embedded within and shaped by larger societal and socio-ecological systems mobilized by a network of actors directly and indirectly interacting within and across geographical spaces (destinations transit regions, and tourism generating regions. Destination Marketing: "is the means by which destinations promote their individual and/or collective experiences to those visitors most consistent with their destination 'offer'. Marketing can take place within a single destination, a combination of destinations or even regionally or nationwide (Fyall, 2022) Destination marketing organisations (DMOs) - tasked to promote a destination to visitors Destination image - the sum of beliefs, ideas and impressions that a person ahs of a destination ○ Subjective and individual ○ A key market metric that defines tourist behaviour such as the decision to visit, satisfaction and loyalty Tourism NZ: Tourism New Zealand is the organisation responsible for marketing New Zealand to the world as a tourist destination The major tool they use to do this is the 100% Pure New Zealand marketing campaign, a campaign that has evolved over the past 20+ years to make NZ one of the worlds 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 Minister of tourism - Stuart Nash "my thoughts about 'high value' do not exclude the backpackers or budget-conscious travellers. They will always be welcome and that is why we moved quickly to re-open the working holiday visa applications" High-value tourism, to be clear, is the framework we take to our international marketing activities. High-value, high quality visitors give back more than they take. They travel across seasons and across regions. They are environmentally conscious, and seek to off-set carbon emissions." "They are respectful of local communities and cultures. They appreciate the efforts and intrinsic worth of the people in the local workforce they meet. They want to learn about local history and culture, and try new experiences. That is a high value tourist."