Transcript UNDERSTANDING DESTINATIONS

UNDERSTANDING
DESTINATIONS
5.04 Describe the psychological
and motivational aspects of
destination selection.
What Are Destinations?
In the context of
tourism, the word
destination has a
broad definition.
A destination can be any
place or a town, a region, a
country, or a continent.
Section 6.1
destination the final
stop of a journey, or the
goal for travelers
Psychological factors affecting travel
choices
•Prestige
•Escape
•Education
•Social interaction
•Family bonding
•Relaxation
•Self-discovery
What Are Destinations?
Some things you should know about a
destination include:
Location
Climate
Landscape
Seasons
Section 6.1
Culture
Languages
Religion
Politics
Marketing a Destination
Destination marketing
takes advantage of the
features a place has to
offer.
destination marketing
the process of developing,
promoting, and distributing
specific locations to
travelers, and maintaining
appeal as long as possible
Seasonality is an
important concept in
destination marketing.
seasonality the concept
that certain destinations
appeal to travelers at
certain times of the year,
based on climate and
geography
Section 6.1
Classifying Destinations
Types of destinations that attract travelers
include:
Resorts and destination resorts
Amusement parks
Gaming facilities
Shopping sites
Museums and historical sites
National parks
Cruise ships
Sports, recreation, and entertainment facilities
Section 6.1
Promoting a
Destination
Destination marketing plays a key role as
locations go in and out of fashion.
Marketing to special-interest groups is
different from marketing to people who are
looking for a spa vacation or a destination
resort.
Section 6.1
Tourism Providers and
Promoters
Businesses and organizations that market
and promote destination tourism include:
Travel
agencies
Section 6.2
Tour
operators
Convention
and visitors
bureaus (CVB)
Trade and
government
organizations
• Travel agents know about travel products and have access to
information that may be unavailable through other sources. Travel
agents also act as intermediaries for airlines, hotels, cruise lines, and
other hospitality providers.
• A tour operator, or tour wholesaler, assembles and markets many
travel products as a travel package that is promoted to the public for
one all-inclusive price. Tour operators are an important link in the
channel of distribution for travel products and services.
• convention and visitors bureau (CVB) an organization that works
with meeting planners to provide tourist information services to
business and leisure travelers
• Trade associations are membership organizations that sponsor
marketing campaigns, promote destination tourism, and offer education
and training to their members.
Prestige: Respect and admiration resulting
from high quality. Travel to choice
destinations can provide a traveler with a level
of fame, if only in the mind of the traveler.
•Monte Carlo—Riviera
•Hollywood—Rodeo Drive
•Beaches—Hilton Head, SC
•Caribbean—St. Thomas
Escape: The desire to leave the daily
routine of one’s life
Education
•Travel is viewed as
broadening.
•Historical—Washington,
DC, and Williamsburg, VA
•Grand Canyon
Social interaction
•Travel provides
opportunities to meet
and interact with new
and different people.
•Vail, Colorado—ski trip
•Princess Cruise Lines—
Inclusive resorts
Family bonding
•Grandparents’ homes
•Heritage/roots—Family
reunions, weddings,
funerals
Relaxation
•A time to play
and unwind
•Attractions
•Festivals
Self-discovery
•“Finding oneself”
•Beauty, nature and national
parks—camping, hiking
•Holistic vacations—Yoga
retreats
Basic travel motivators
•Physical or relaxation motivator
•Cultural motivator
•Interpersonal motivator
•Status and prestige motivator
Physical or relaxation motivator
•Physical rest
•Sporting as a
spectator or
participant
•Examples: running,
lounging in the sun,
vacationing alone
Cultural motivator
•The desire for
knowledge of other
regions or countries
•Religion, one of the
first motivators of travel
•Music
•Art
•Dances
Interpersonal motivator
•Meet new people
•Make new friends
•Visit friends or
relatives
•Escape from the daily
routine
Status and prestige motivator
•Desire for recognition, attention,
appreciation and a good reputation
•Major accomplishments, an award
recipient, travel to currently popular
destinations
Factors that influence destination
choices
•Total cost of trip
•Purchase opportunities
•Climate for comfort
•Entertainment and
other amenities
•Word-of-mouth
recommendations