16/03/2015 1 + Subject: Marketing Destination Class: 53 Tourism Teachers: Bronwyn Driscoll Pham Thi Hai Trang Credit: 3 1 + Destination marketing Introduction Course Information 16/03/2015 2 + The role of Government in Destination Marketing Governments are a fact in tourism and in the modern world. The industry could not survive without them. Elliott (1997, p. 2) 16/03/2015 3 Objectives • understand government intervention in tourism • understand the key arguments for government funding of destination marketing • understand the key reasons why governments might not support tourism development. 16/03/2015 4 Read case study 6.1, p78 Group Work Why did Rotorua rise as a destination? Key Points? Why did Rotorua fall as a destination? Key Points? Why did Rotorua rise again as a destination? Key Points? While it has been entrepreneurs such as Thomas Cook who have been responsible for the rapid growth of mass tourism, this would not have been possible without government support in the form of security, stimulation of increased affluence and leisure time, and infrastructure development (Elliott, 1997). 16/03/2015 5 Why should taxpayers subsidise tourism businesses? The case for government intervention in tourism may be made through the following: • economic development • market failure • provision of infrastructure • fiscal revenue • border controls • spatial redistribution • protection of resources • regulatory safeguards • exogenous events • social benefits 16/03/2015 6 • economic development 02 May 2012 Highlighting tourism‘s contribution to Vietnam‘s development, Vice-President, Nguyen Thi Doan, joined the UNWTO/World Travel & Tourism Council (WTTC) Global Leaders for Tourism Campaign (Hanoi, Vietnam, 20 April 2012). ‗The tourism sector has been a major factor in job creation, economic development and poverty alleviation in Vietnam, leaving no doubt that tourism has played a crucial role in our country‘s overall socio-economic development,‘ said Vice-President Nguyen Thi Doan. 16/03/2015 7 ‗Vietnam is a tourism success story,‖ said UNWTO Secretary- General, Taleb Rifai. ―The country has clearly identified tourism as key to its future prosperity, has implemented the appropriate policies and strategies and, as a result, has transformed Vietnam into a leading tourism destination in Asia.‘ 16/03/2015 8 • market failure That is without an NTO market failure would result Market failures can be viewed as scenarios where individuals' pursuit of pure self-interest i.e. imperfect market outcomes without government interventions. An NTO creates a ―One Industry‖ concept Total Tourism Experience 16/03/2015 9 • provision of infrastructure • Health services • Roads • Utilities • Cleaning • Communication • transport • fiscal revenue Vietnam’s tourism industry sees revenue jump 40% to USD5 billion December 30th, 2010 The hospitality industry wraps up this year in unthinkable success, generating revenue of VND96 trillion, or nearly USD5 billion, jumping by around 40% from last year‘s VND70 trillion, said the national tourism administration. ―It‘s impressive growth,‖ Vu The Binh, Director of the Travel Department under the Vietnam National Administration of Tourism (VNAT), said. VNAT said the tourism industry has this year welcomed an estimated 5,050,000 international visitors plus 28 million local travellers, or respective increases of 1.15 million foreign visitors and over three million domestic travellers. Copyright © 2006-2011 by Vietnam Country 16/03/2015 10 • border controls Vietnam Planning to Boost Tourism Through ASEAN Following the lead of Europe, the Association of Southeast Asian Nations (ASEAN) is moving closer to allowing travellers and airlines freedom to move seamlessly among the 10 member countries with single visa. ASEAN plans to promote the region as a single tourist destination — with uniform standards, region-wide certification, regional tourism employees, and a single tourist visa. ASEAN also plans to open the skies to airlines by reducing border controls and limits on routes, frequency, and aircraft types across the region. Over the next five years, that could mean a better experience for tourists — and more of them — in Indonesia, Malaysia, Singapore, Thailand, Philippines, Brunei, Myanmar, Laos, Cambodia, and Vietnam. Blog at WordPress.com July 2011 • spatial redistribution [...]... concept of destination marketing To understand the significance of branding and positioning a destination To understand the various levels and roles of destination marketing organizations To understand the importance of the relationship between marketing and product planning and Development 15 16/03/2015 + INTRODUCTION TO COURSE 31 TOURISM DESTINATIONS & TOURISM MARKETING TOURISM DESTINATION. .. COMPETITIVENESS OF TOURISM DESTINATIONS VISITOR SATISFACTION WITH TOURISM DESTINATIONS & TARGET MARKETS STUDENT PRESENTATIONS (TBS) STUDENT PRESENTATIONS (TBS) THE RISE AND FALL OF TOURISM DESTINATIONS Topics DMO’S (DESTINATION MARKETING ORGANIZATIONS BRANDING A TOURISM DESTINATION THE ROLE OF GOVERNMENTS IN DESTINATION MARKETING MARKET POSITIONING FOR DESTINATIONS FIELD TRIP – TBC DESTINATIONS AND CRISES... available on BSB DESTINATION MARKETING First edition 2008 An Integrated Marketing Communication Approach Steven Pike 16 16/03/2015 + The Study of destination Marketing 33 34 Aims The aims of this session are to enhance understanding of: the rationale for the study of destination marketing and DMOs The challenges facing DMOs The Destination “life Cycle” 17 16/03/2015 + Definition Destination Marketing. .. organizations in their respective tourist destination, as they are directly responsible for marketing the destination brand through travel and tourism "product awareness" to visitors DMOs produce billions of dollars in direct and indirect revenue and taxes for their destinations' economies with their marketing and sales expertise 19 16/03/2015 Definition 39 Destination marketing organizations are often called... 16/03/2015 + Types of Destinations Destination (main destination) of a trip The main destination of a tourism trip is defined as the place visited that is central to the decision to take the trip See also purpose of a tourism trip A destination is a geographical space in which a cluster of tourism resources exist, rather than a political boundary 65 + Definition of a destination A list of destination categories... and marketing of a destination, focusing on convention sales, tourism marketing, and services 37 Definition 38 Such organizations promote economic development of a destination by increasing visits from tourists and business travellers, which generates overnight lodging for a destination, visits to restaurants, and shopping revenues Convention and visitor bureaus are the most important tourism marketing. .. Template Revision Marketing Mix 4 Ps 42 21 16/03/2015 Introduction 43 In destination marketing, what is the ―Product‖? Place as a ―Product‖ 44 A complex of both tangible and intangible elements A product composed of • a physical good – important in developing the destination s image • a service/an idea, events, making up a visiting experience The destination is where the facilities and attractions... the “pillar” of the modelling system Travellers spoilt for destinations DMOs concerned with selling places Destination marketing 1990‟s Tourism area life cycle (TALC) 50 The stages a destination goes through, from exploration to involvement to development to consolidation to stagnation to rejuvenation or decline (known as the ―tourism destination life cycle‖) 25 16/03/2015 + 51 + Challenges facing... other forms of government support are provided to the tourism industry in Nha Trang 13 16/03/2015 + 27 Video Destination Marketing, Passion, Impact Inovation 4 minutes Discussion + 28 Subject name DESTINATION MARKETING Units of credit 5 Study length 12 weeks Prerequisite / Co requisite Tourism Marketing Suggested study Commitment Approximately 3 class hours per week Term 2012 Subject Coordinator/ Lecturer... of an image that is attractive to the target market, the delivery of destination s products and services in an accessible way and the promotion of the destination s values and images so that potential users are fully aware of the place’s distinctive attractions (Nielson et al., 2001) 36 18 16/03/2015 + Definition WINTER A destination Marketing Template Organization (DMO) or convention and visitor bureau . between marketing and product planning and Development 30 16/03/2015 16 + Topics 31 INTRODUCTION TO COURSE TOURISM DESTINATIONS & TOURISM MARKETING DMO’S (DESTINATION MARKETING. FALL OF TOURISM DESTINATIONS BRANDING A TOURISM DESTINATION THE ROLE OF GOVERNMENTS IN DESTINATION MARKETING MARKET POSITIONING FOR DESTINATIONS FIELD TRIP – TBC DESTINATIONS AND. 16/03/2015 1 + Subject: Marketing Destination Class: 53 Tourism Teachers: Bronwyn Driscoll Pham Thi Hai Trang Credit: 3 1 + Destination marketing Introduction Course Information