Chapter 17: Destination Marketing
Chapter Objectives
1. Discuss destination marketing system.
3. Explain tourism development strategies and different options for creating and investing in
tourism attractions.
5. Discuss the importance of destination image and branding and creating visitor
experiences.
6. Explain how central tourist agencies are organized.
Teaching Suggestions
The following explanations and suggestions are outlined based on the Chapter Objectives.
1. Discuss destination marketing system.
Review Figure 17-1 in the text. This figure fully details the entire destination marketing
system.
Destination marketing is more challenging than marketing other products because a
2. Identify the components of tourism destination competitiveness.
Review Figure 17-2 in the text, which illustrates the Travel and Tourism Competitiveness
Index (TTCI).
3. Explain tourism development strategies and different options for creating and
investing in tourism attractions.
Have your students explore the strategies for different tourist hotspots throughout the
world. Compare and contrast these strategies in a class discussion or through class
presentations.
4. Understand how to segment and identify visitor segments.
This can be tied into #3 above. Have your student research the visitor segments for
different tourist destinations (this can often be found on CVB or Tourism Board
websites).
5. Discuss the importance of destination image and branding and creating visitor
experiences.
Destination images are heavily influenced by pictorial creations used in movies or
television, by music, and, in some cases, by popular entertainers and celebrities.
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6. Explain how central tourist agencies are organized.
Making a destination tourist friendly is the task of a central tourist agency, which may be
Chapter Outline
I. Globalization of the Tourist Industry. [Slide 17-3] The world has become a global
community. Regions such as Eastern Europe and countries such as China and India are
rapidly developing. They are now generators of tourists as well as destinations for
tourists.
II. Marketing Tourism Destinations
A. Tourism destination
1.Destinations are places with some form of actual or perceived boundary.
2.Macrodestinations such as the United States contain thousands of
B. Destination marketing system. [Slide 17-4] Destination marketing is
C. Destination Competitiveness [Slide 17-5]
1.Travel and Tourism Competitiveness Index (TTCI). It aims to measure the
2.Price competitiveness. Price competitiveness has a particular importance
for tourist destinations because lower costs increase the attractiveness of
D. Sustainable tourism. [Slide 17-6] It refers to tourism that minimizes the
environmental impacts and sociocultural changes, and sustains the longevity of a
destination, and creates economic opportunity for local communities.
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1.Economic effects of tourism. [Slide 17-7] They are direct employment in
III. Tourism Development and Investments
A. Tourism events and attractions [Slide 17-9]
2.Attractions may be natural, such as Niagara Falls or the Scottish
B. Attractions
1.UNESCO World Heritage Sites
2.Waterfront attractions
C. Destination life cycle. [Slide 17-10] Rejuvenating a destination Destinations will
IV. Segmenting and Monitoring the Tourist Market. [Slide 17-11] Tourism planners must
consider how many tourists are desired and which segments to attract. Travel
motivations, nationality, generational markets such as Millennials, and lifestyles are
effective segmentation base used by destinations.
A. Agritourism. Agriculture-based tourism that includes farms, ranches, and
wineries. It provides rural areas with a means to attract tourists.
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D. Medical tourism is one of the fastest-growing and most lucrative tourism markets.
E. Genealogical tourism.
F. Identifying target markets
1.Collect information about its current visitors.
2.
have an interest in them
G. Classification of visitor segments [Slide 17-12]
H. Monitoring the tourist markets. Tourist markets are dynamic and a marketing
information system is part of any well-run tourist organization.
V. Communicating with the Tourist Market [Slide 17-13]
A. Competition for visitors requires image making. Tourist destinations largely
compete on images held by current and potential travelers.
B. Branding destinations Branding opportunities for destinations exist at
geographical levels such as country, city, and town (umbrella and sub-brands),
D.
tapping social and mobile networks, smart phones and tablets, GPS apps,
F. Creating and managing visitor experiences Attractions alone do not attract
visitors. Most places seek to deepen the travel experience by providing greater
value and making the experience more significant and rewarding.
1.Co-Creation of Destination Experience and Social Media
2.Live-Like-A-Local Experience
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VI. Organizing and Managing Tourism Marketing. [Slide 17-14] Making a destination tourist
Answers to Discussion Questions
1. How does a tourism destination determine what to promote and to whom it should
be promoted?
A tourism destination needs to promote whatever is the unique selling proposition for the
2. What benefits and costs does tourism bring to your area?
This is an excellent topic for class discussion. Tourism brings direct employment in
3. Choose one of the psychological determinants of demand listed in Table 17 2 and
describe a tourism product that is based on the determinant you have chosen.
Break your students into groups and assign each group one of the psychological
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4. Choose what you believe to be a good tourism promotion for a city, region, state, or
country and explain why you think it is a good promotion. In your critique, discuss
the media used, target audience, and benefits the destination offers.
5. Choose a vistor experience in a destination. Discuss how you can make it a
memorable experience for visitors.