Download - 1 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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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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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
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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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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”