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Events in a Globalising World

Lecture 5

Destinations in a global environment

David Litteljohn

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Major References

• Hall and Page, pp 67-85• (NB Ritzer not used this week)• Hankinson - as per lecture reference download at

http://jvm.sagepub.com/cgi/reprint/10/2/109 (see synopsis)• Niall Caldwell, Joao R Freire, The differences between branding

a country, a region and a city: Applying the Brand Box Model Journal of Brand Management. London: Sep 2004. Vol. 12, Iss. 1; p. 50

• Go to http://proquest.umi.com/pqdweb?RQT=572&TS=1203077182&clientId=6297&VType=PQD&VName=PQD&VInst=PROD&PMID=49216&PCID=13579251&SrtM=0&SrchMode=3&aid=1

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Aims

• To remember the local in globalisation• To consider specific international

contexts of tourism demand and their implications

• Branding the local: To consider one response that destinations have made: that of branding within their marketing strategies

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Destination constituents

• Cultural, physical and social characteristics that give a regional identity

• Adequate tourism infrastructure

• Contain more than 1 community or attraction

• Existing or potential attractions

• Have planning and marketing infrastructure

• Be accessible to a large population base

• Complex and multidimensional tourism product based on a variety of resources/ownership forms

• Other economic and social activity (harmony/conflict)

• A host community• Planning authority• An active private sector

As based on HALL, C.M., 2005. Tourism Rethinking the Social Science of Mobility. Harlow: Pearson Education, pp160-161.

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Definitions of visitor movements for statistics: WTO, cited in R.Chadwick 1994.

• International tourism: consists of inbound tourism. – Visits to a country by non-residents and outbound tourism

residents of a country visiting another country.

• Internal tourism: residents of a country visiting their own country.

• Domestic tourism: internal tourism plus inbound tourism (the tourism market of accommodation facilities and attractions within a country).

• National tourism: internal tourism plus outbound tourism (the resident tourism market for travel agents and airlines)

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WTO: Importance, purpose of int’l travel

Standardisation - Satellite accountshttp://www.unwto.org/statistics/tsa/references/tsa_references.htm#

Tourism: 6% of global exports

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Decreasing real costs of travel: 1949 - 2006

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Global tourism Flows 1997 - 2020

Source: UN WTO

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But tourism statistics ….

• Measure different things

• Often miss local dimensions/applications

• Of need are quantitative rather than qualitative

• Thus destination and event surveys common

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Tourism Consumers ‘then’

• Inexperienced

• Homogeneous

• Predicable

• Sun-lust

• Get sunburnt

• Security in numbers

• Superiority

• Escape

Tourism Consumers ‘now’

• Mature

• Hybrid

• Spontaneous

• Sun-plus

• Keep clothes on

• Want to be different

• Understanding

• Extension of life

(Source: Poon, A. (1989) Tourism, Technology and Competitive Strategies, Wallingford: CAB International.

From Old to New?

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Both Old and New?

Int’l Arrivals at major destinations: 1998-2020

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13As quoted in Hall and Page

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Leisure, Recreation & Tourism

Home Local Regional National International

Home BasedRecreatione.g. gardening

Daily leisuree.g. sport,socialising

Day trips Tourism

WORK TIMELEISURE TIME

LEISURE - Time available once workAnd basic needs have been met

RECREATION - pursuits engaged uponDuring leisure time

Paid employment

Based on Boniface and Cooper, p4

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Economic development model

• Does not – Differentiate between

different types of demand

• Demographic factors• Cultural factor

• Does not account for international travel - domestic market model

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Slattery, Structural Theory of Business travel - economic, long term

Phase I Phase II Phase III

Level of services in an economy (employment, GDP)

Lev

el o

f (d

omes

tic)

dem

and

for

(cha

in)

hote

ls

Latin America

UK USA

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Special Interest tourism

Traditional and Culture based tourism

Activity-based tourism

Future niche tourism

Dark Cultural & Heritage

Adventure Ethical

Gastronomic Research Small ship cruising

Space

Genealogy Peripheral Sport Virtual

Geotourism Tribal Volunteer

Photographic Wildlife

Transport

Youth

TOURISM NICHES

Source: Based on Novelli, 2005

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Generating market

Old New

Old

New

Rec

eivi

ng d

estin

atio

n(s)

Implications relate to development of infrastructure (physicalcultural/events/staging), administrative/co-ordination, Investments, skills, image, competitiveness

Both Old and New?

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Tourism demand differentiation - a minimum approach

NATIONAL INTERNATIONAL

LEISURE

BUSINESS

Group

F&R

Group

20

MARKETS

ConsumerTastes

Lifestyle

Suppliers

IT BusinessSystems

Marketing Techniques

GEOGRAPHY -

ProximityPoliticalconvergence

Economicconvergence

ENABLERS FOR GLOBALIZATION IN TOURISM

Costs/market access

Wan

ts/V

alue

s

Source: Derived from Hall

(Interconnectivity)

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International brand promotion choices

1. Abandon attempts for unified int’l campaign and allow tailored approaches2. Create an int’l campaign which avoids using cultural currencies which will be interpreted differently3. Create an int’l campaign which draws from an global stock of iconography etc

Source: Anholt S, 1999, Travel and tourism companies: Global brands, Journal of Vacation Marketing; 5; 290,

http://jvm.sagepub.com/cgi/content/abstract/5/3/290

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A brand is …

• ‘an identifiable product, service, person or place, augmented in such a way that the buyer or user perceives relevant, unique added values which match their needs most closely. Success results from being able to sustain these added values in the face of competition’ (Chernatony and McDonald, 2003, P25).

• Added values are functional and non-functional and take on

meanings where consumer awareness is triggered consciously or intuitively (McRae et al, 1995).

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$1000 on AmazonOn 17th October 2006

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Kotler and Gretner Branding allows ‘Strategic Place Marketing’

• Understanding environmental forces that affect its marketability

• Monitoring the external environment in relation to opportunities and threats

• Involving all relevant stakeholders including government, citizens and businesses to develop a shared image

• Setting and delivering incentives and managing the factors that may affect buying decisions including image, attractions, infrastructure and people

(Kotler and Gertner, 2004)

http://proquest.umi.com/pqdweb?index=7&did=826458081&SrchMode=3&sid=1&Fmt=6&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1203427012&clientId=6297&aid=1

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DESTINATION BRAND POSITIONING MAP

Low emotional pull

High emotional pull

Hig

h C

eleb

rity

val

ue

Lo

w C

eleb

rity

val

ue

India

South Africa

Scotland

The Bahamas

Ireland

Paris

Antarctica

Poland

Ukraine

Afghanistan

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(Morgan et al, 2002, p 23)

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Tourism brands by level and type

Supra national brand

Supra national tourism brands Event Tourism Location/Community/Destination Niche tourism* Region City

Special interest Tradition & Culture based Activity-based

Cultural/Artistic Political Professional & Scientific Leisure participant Sporting spectator

* Derived from Novelli, 2005

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Hankinson, 2004

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Caldwell & Freire

• Adapt previous work to take into account a destination’s

• Personality dimension/ Representationality– Related to ‘personalities, roles, set of needs and emotions’

(De Cheratony and McWilliam, 1989)

• Technical capability/Functionality– Product characteristics - tangible and intangible

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Caldwell & Freire’s analysis12 Destinations: Europe (10) + USA

Six countries and 6 regions (4 of which were cities)

PerceptionsFrom UK and Portuguese students

Mea

sure

6d

imen

sio

ns

for

each

des

tin

atio

nan

d l

ikel

y v

isit

pre

fere

nce

s

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Conclusion

• Macro views– Competitive– Complex - demand and supply

• How is the local viewed and how does it work for tourism and event– Appropriation of marketing techniques from other

sectors– Dynamic local environments

• Events - central or peripheral to the destination image/brand?

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Caldwell & Freire’s conclusions

• Regions score higher on representationality• Countries score higher on functionality• The national groups showed some different

perceptions– Same for Miami, Spain, Prague, Ibiza on representation

(youth fashion?)– Same for USA on functionality (what do they know and what

do they want? E.g. Skiing in Spain)

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Brand personality

Values

Facts & Symbols

Proposition

Essence

What the

product doesfor me

How the brandmakes me look

How thebrand makesme feel

Describetheproduct

Rational

Emotional

The VisitScotlandBrand Essence Wheel

Highlands scenery, tartan, bagpipes, castles, lochs,whisky, golf, Edinburgh, accent

Innovation, integrity, pride, proficiency

- Enduring- Dramatic

- Human

The natural wonder ofNorthern Europe

Space

Adventure

Relaxes

Stimulates

Challenges

DiversityRomance

Authentic

Discerning

Cultured

Individual

Confident

DifferentSafe

In awe

Inspired

Rejuvenated

Enriched

Special

Welcome

Unpretentious

Proud

Real

Independent

Idiosyncratic

Friendly

Festivals / Hogmanay

Outdoor activities

Wildlife

Landscape

Vibrant cities

Culture & history

World class golf

Fine food & drink

City & rural beaks

B&B - 5* luxury

ScotlandA powerfully enriching personal experience

“Live it”

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