- •Tourism DestinationS Management
- •Kyiv 2014
- •Content
- •Introduction
- •Topic 1. Theoretical bases of tourism destinations formation and development Lecture Plan
- •Polarized growth in tourism
- •Tourism Destination concept Evolution of the definition “Tourist/Tourism Destination”
- •Development conditions and factors of destination
- •Theories of tourism destination development
- •The modern model of Tourist Destintion
- •Classification of leisure destinations based on their principal attractions
- •Classical Change Theory - The Life-Cycle Model
- •The Theory of Species Evolution
- •Punctuated Equilibrium model
- •Chaos Theory
- •Topic 2. Methodology of Tourist Destinations Management Research Lecture Plan
- •Objectives and research directions for tourism destinations
- •Scanning macro environment
- •Examples of macro-environment changes
- •Evaluating existing and potential tourism resources
- •Examples of Intangible resources
- •3. Assessing market trends and performance
- •4. Analysing competitiveness
- •Scale rating competition (Blank)
- •Methods of tourism destination studies
- •Innovation
- •Impact on local mobility
- •Phase 1 the diagnostic process
- •Topic 3. Tourism Destination Competitiveness Lecture Plan
- •The concept of tourism destination competitiveness Evolution of views on tourism destination competitiveness
- •Value chain of tourist destinations
- •Models of tourism destination competitiveness
- •Model of Destination Competitiveness and Sustainability (Ritchie and Crouch, 1993, 2000)
- •Travel & Tourism Competitiveness Index based on an initiative of the World Travel and Tourism Council (wttc)
- •Topic 4. Management of tourism destinations visitors’ consumer behavior Lecture plan
- •Consumer behavior of tourism destinations visitors. Behavior at different stages of the purchase and consumption
- •The main features of tourist behavior
- •Concept map for understanding tourist behaviour
- •I. The formation of touristic needs. Motivation
- •Decisions involved in choosing a destination
- •Factors influencing the destination decision
- •III. Tourists’ On-Site Experiences
- •IV. The customer satisfaction/dissatisfaction
- •The formation of loyalty to tourist destination
- •Motive factors and items
- •Trends in tourist`s consumer behavior Trends in travel motivation
- •Technological Changes in tourist`s consumer behavior
- •Modern tourist values
- •Specific models of market segmentation in tourism Types of tourists/travellers
- •Thirteen major emerging markets and changes in demand
- •Topic 5. Tourist Destinations planning Lecture Plan
- •Destination as an object of management
- •Strategic management objectives for destinations
- •Relationships between stakeholders in tourism
- •Public-private partnership in tourism destination management
- •Success factors in managing public-private partnerships in the tourist sector (unwto)
- •Destination management organizations (dmo), their levels
- •Destination Management Organisations levels
- •Topic 6. Tourist Destinations Marketing Lecture plan
- •The modern concept of tourism destination marketing
- •Marketing mix of tourism destination
- •Four destination product components
- •Applied areas of marketing research for the benefit of tourism destination Contribution of marketing research to destination marketing
- •Tourist destination Image and Brand Evolution of tourist destination image definition
- •Components of destination image and sample research procedures
- •Destination brand
- •Destination brand – Key points:
- •The difference between a destination product and a destination brand
- •Destination branding
- •Developing a branding strategy Branding Process
- •Brand Pyramid
- •Brand Wheel
- •Key challenges in developing and effectively applying a destination brand
- •Bringing the Brand to Life
- •Tourism destination Event marketing
- •Attraction
- •Image and Branding
- •Community
- •5.Tourism destination Internet Marketing Overview of the different e-marketing techniques at each stage of the ‘customer journey’
- •10 Key areas for action in e-marketing
- •1. Reach as many potential customers as possible
- •2. Maximise the lifetime value of customers, by maintaining the relationship via crm
- •3. Join the social networking revolution, facilitating user-generated content
- •4. Maintain high quality content
- •5. Create a compelling website experience
- •10. Ensure effective electronic distribution of information to visitors ‘en route’ and in the destination
- •Supporting technologies required to implement the ‘10 keys’
- •Organizational aspects of the tourism destinations marketing
- •Strategic marketing planning for tourist destination The key processes in determining a destination marketing plan are as follows:
- •Destination marketing planning process
- •Structure of the strategic marketing plan for Greece
- •Topic 7. Tourism Destinations in the context of the Sustainable Development Lecture plan
- •Environmental
- •12 Aims for sustainable tourism/ sustainable tourism development (unwto/unep)
- •The challenges of tourism destinations sustainable development
- •The general procedure that is commonly recommended for implementing sustainable tourism or sustainable development within a destination
- •Implement remedial actions where necessary • May require reassessment of st goals
- •Sustainable tourism strategy
- •Control of sustainable tourism Sustainable tourism indicators
- •Core wto Indicators of sustainable tourism (short list)
- •Bibliography
10 Key areas for action in e-marketing
1. Reach as many potential customers as possible
Key methods are:
• Use of traditional media to drive customers to the destination website(s) for fulfillment________________________________________________________
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• Search engine optimisation (SEO)_______________________________________
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• Reciprocal links to the sites of partner organisations_________________________
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• Distribution partnerships: using online intermediaries to get your product in front of far more consumer eyes than you can reach through your own site______________
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• Compliance with guidelines for ensuring ease of use of the web by people with accessibility limitations (visual, audio and physical)__________________________
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2. Maximise the lifetime value of customers, by maintaining the relationship via crm
Objectives include:
• Keeping enquirers interested with personalised information during the lead time to conversion____________________________________________________________
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• Attracting visitors back________________________________________________
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• Encouraging and facilitating recommendations to others______________________
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• ‘Co-opetition’: working with your (apparent) competitors__________________
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3. Join the social networking revolution, facilitating user-generated content
• How can DMOs themselves be part of the revolution?
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• Should they try to compete with, or can they partner with the big players in social networking?_______________________________________________________
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• Can they use social networking to project and protect the destination’s brand?
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• How can its value as an instant form of customer satisfaction research be maximised?________________________________________________________
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• How can they encourage it and make it available at the right moment to potential customers?_________________________________________________
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4. Maintain high quality content
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