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TOURISM Destination

TOURISM Destination. Lecture 8. WHAT IS TOURISM Destination’? A ‘destination’ is the primary product offered in the travel and tourism industry. A destination can obviously be defined by its geographical location and boundaries.

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TOURISM Destination

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  1. TOURISM Destination Lecture 8

  2. WHAT IS TOURISM Destination’? A ‘destination’ is the primary product offered in the travel and tourism industry. A destination can obviously be defined by its geographical location and boundaries. All of the activities, attractions, hotels, restaurants, and other visitor services located within those boundaries are considered to be part of that destination. A destination can be a single business, such as a theme park—Disneyland in Anaheim, California. A destination can also be a city, such as Alexandria.

  3. Framework for the analysis of tourism destinations (the five A’s of a destination)

  4. CHALLENGES FOR DESTINATION MARKETING ORGANIZATIONS

  5. Strategic management and marketing objectives for destinations • Enhance the long term prosperity of local people. • Delight visitors by maximizing their satisfaction • Maximize profitability of local enterprises and maximize multiplier effects • Optimize tourism impacts by ensuring a sustainable balance between economic benefits and socio-cultural and environmental costs

  6. Type of Destination and Reason for Visiting

  7. Destination Management Organisations (D.M.O.s) Middleton (2001, p.327) describes “Destination Management Organisations as the marketing side of a National Tourism Organisation or else National Tourism Administration, responsible for the overall marketing of countries as tourist destinations”. In fact, Destination Management Organisations (D.M.O.s) have the responsibility for the planning and marketing of areas mainly on a local or regional level. Organisations responsible for a country as a destination are called National Tourism Organisations (N.T.O.s)

  8. National Tourism Organisations (N.T.O.s) Kotler el al. (1999, p.667) define National Tourism Organisations as “a central tourist agency, which may be public, quasi-public, non-profit or private”. However, the majority of N.T.O.s worldwide are part of the public sector and therefore, carry out public policy in accordance to the goals of the government (Coltman, 1989). N.T.Os cannot be replaced by private parties, because of the social and economic benefits tourism offers in the entire country.

  9. A National Tourist Organization ought to be in charge of the following functions: • Research • Information and promotion within the country • Regularization of standards of lodgings and restaurants • Control of activities of private travel agencies • Publicity overseas • International relations • Development of selected tourist areas • Overall tourism policy and promotion

  10. Key components of destination competitiveness • Core resources and attractors: physiography/climate; culture/history; market ties; mix of activities; special events; entertainment; superstructure • Supporting factors and resources: infrastructure; accessibility; facilitating resources; hospitality; enterprise • Destination management: marketing; fi nance and venture capital organization; human resource development; information/research; quality of service; visitor management; resource stewardship • Destination policy, planning, development: system definition; philosophy; vision; audit; positioning; competitive/collaborative analysis; monitoring and evaluation • Qualifying and amplifying determinants: location; interdependencies; safety/security; awareness/image/brand; cost/value

  11. Role of Image in Destination Choice • Travelers’ images of destinations play an important role in destination choice. • “Image differentiates tourist destinations from each other and is an integral and influential part of the traveler’s decision process” (Baloglu and Brinberg, 1997). • One of the reasons is the intangibility of destinations. They cannot be sampled or tested out before the purchase like most products.

  12. Destination Image • Definition of Destination Image • The sum of beliefs, ideas, and impressions that a person has of a destination • Components of Destination Image • Organic: Images formed by individuals themselves through such things as past experiences with destinations, and through unbiased sources of information (e.g., news reports, movies, newspaper articles, etc.). • Induced: Images created through information received from external sources, including destination advertising and promotion.

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