Chapter Nine The Tourist Customer and the Tourism

International Tourism u Growth – Enormous since the 1960 s – Contracted in 2001

International Tourism Today u Economic environment – Overall tourism consumption depends on the economy

Source: Courtesy of Barcelona Field Studies Centre S. L. Used by permission. Retrieved January

International Tourism Today (cont. ) u Technological environment – Increase in tourism fostered by

International Tourism Today (cont. ) u Political/legal environment – Economic significance with employment earnings/tax

International Tourism Today (cont. ) u Sociocultural environment – Shift in demographics of population

The Role of NTOs u How governments promote their country internationally u Goals –

The Role of NTOs (cont. ) u In the U. S. – U. S.

Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition ©

The Role of NTOs (cont. ) u Importance of image promotion – Major factor

The Role of NTOs (cont. ) u Marketing functions of NTOs – Usually narrow,

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Chapter Nine The Tourist Customer and the Tourism Destination Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved.

International Tourism u Growth – Enormous since the 1960 s – Contracted in 2001 -2003 – Global travel increasing – World Tourism Organization 2020 Vision Report – Asia, Pacific, and Middle East growing Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved.

International Tourism Today u Economic environment – Overall tourism consumption depends on the economy – New infrastructure allows growth in newly industrialized nations – Tourism dollars spent can impact host economies u “Multiplier effect” Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved.

Source: Courtesy of Barcelona Field Studies Centre S. L. Used by permission. Retrieved January 3, 2006, from www. geographyfieldwork. com/Tourist. Multiplier. htm. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved.

International Tourism Today (cont. ) u Technological environment – Increase in tourism fostered by technological advances u Improved airline systems and designs – Computer technology and distribution channels Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved.

International Tourism Today (cont. ) u Political/legal environment – Economic significance with employment earnings/tax potential – Politics affect tourist volume – Sixteen percent drop in tourism to U. S. post 9/11 – Deregulation of the airline industry had a positive effect – Relaxed travel restrictions in newly industrialized nations allowed tourism growth Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved.

International Tourism Today (cont. ) u Sociocultural environment – Shift in demographics of population affect tourism u Ecological environment – Impact of finite resources u Example: Turtle Island Resort Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved.

The Role of NTOs u How governments promote their country internationally u Goals – Publicity campaigns – Conducting research – Developing plans for destinations u Larger budgets than ever before Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved.

The Role of NTOs (cont. ) u In the U. S. – U. S. Travel and Tourism Administration functioned as NTO – Funding cut in 1996 – Travel Industry Association of America filled in gaps – TIA teamed with Travel Business Roundtable in 2005 Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved.

The Role of NTOs (cont. ) u Importance of image promotion – Major factor in travelers’ decision to visit – Negative publicity can have profound impact on tourism – Significant dollars spent to create the right image Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved.

The Role of NTOs (cont. ) u Marketing functions of NTOs – Usually narrow, but today more sophisticated and involved – Centered around the country as a whole – Take a “facilitation role” – Analysis of market potential u Example of collaboration of a hotel with NTO – Interview with Leanne Pelcher, VP Marketing for Hilton Waikoloa Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved.