Tour 103 Markets and destinations

School of Hospitality Management

Markets and Destinations

Linking the Tourists to the Destinations


Markets

• The prospective travel consumer of a travel component or a tour package at the point of origin.

• The prospective customer.


Corporate Travellers

• Corporate Travel: – Sponsored travel for financial or

economic gain and for recreational purposes in both the public and private sectors.


Leisure Travel Motivators

• Physical Motivators– Relate directly to health, wellness and

physical enjoyment.– Includes physical rest, recreation and

relaxation and participation in a variety of light sports activities.



• Cultural Motivators– Related to the desire to know more

about other peoples cultures and their way of life.

– Includes learning about a place’s history, experiencing the food and drink, admiring natural and man-made places, listening to their music and a desire to acquire native products.



• Interpersonal Motivations– Related to a desire to meet and make

new friends in other places, visit old friends, childhood relatives and places.

– Linking the past and the present.



• Status and Prestige Motivators– Related to self fulfilment achieved

through travel.– Includes social status achieved both at

home and in the places visited.


Leisure Travel De-Motivators

• Cost of travel• Lack of time• Health• Family stage• Lack of interest• Fear and safety


Other factors that influence travel include:– Age– Gender– Education


Market Variables

• Dividing the market into distinct categories based on their different needs, behavior and characteristics.


Psychographic variablesNEED MOTIVE ASPIRATION

Physiological Relaxation Escape from the every work environment. Relaxation, relief from tension and stress

Safety Security A sense of well being, health and recreation

Belonging Love Family Bonding, companionship social interaction, personal and family ties

Esteem Achievement Prestige, social recognition, ego enhancement, personal development

Self-actualization Knowledge of Self Exploration and evaluation of self, self discovery, satisfaction of inner deeds

Learning Knowledge Cultural, educational and interest in other areas

Aesthetics Appreciation for Beauty

Environment, scenery, arts and sciences


Market Variables

• Socio Economic and Demographic– Age, education, income, gender,

occupation, profession and civil status can determine scope of activities that can be made available.

– Social class, race and religion can have impacts on food, mores and dress codes


Market Variables

• Product related variables– Length of stay can aid in determining an

appropriate destination– Expectations and experience preference

of travelers will also determine the contents and activities that they will do in the destination.


Market Variables

• Psychographic variables– Personality traits and lifestyles should also

be considered when scouting for destinations– Psychographic profile

• Allocentric- interest patterns that focus on various activities. Characterized by adventure and willingness to experiment. Outgoing and self confident peolpe

• Psychocentric- confined to a more secured and familiar surroundings and is less apt to go on for new unfamiliar experiences.


Market Variables

• Geographic variables– A visitors home country, region of

residence and population density is examined.

– Helps determine suitable destinations as well.• Eg. Urban residing tourists have higher

levels of expectations. Country folks are less demanding and more tolerant to inconvenience.


Different Types of Tourism

• Cultural Tourism– Characterized by guided tours that

include tasting the local cuisine and the viewing of and participating in folk dance performances.

• Religious Tourism– Travel for spiritual renewal and to

experience and observe the religious practices of a locality.



• Adventure Tourism– Challenging oneself in specialized skills

acquired. Involves a degree of training and personal risk.

• Ecotourism– Observing and living with exotic people

or native tribes. – Visiting not easily accessible areas to

view the floral and fauna.



• Culinary Tourism– Eating and drinking holiday along with

the study of food production and processing and participating in food and beverage activities in a relaxed environment.

• Medical tourism– Health holiday along with a provision of

cost effective private medical care in collaboration with the tourism industry.


Destinations

• A specific area that a traveler decides to visit for the day or spend at least one night.

• Travelers pick destinations according to their interest and purpose of travel.

• A destination needs to have sufficient and adequate facilities to meet the needs of tourists


Assessing Destinations

• Tourist Destination: geographic area with adequate facilities that is visited because of its attractions, activities or events

• Tourism Site: a component of a destination centered on specific sights, activities or events.

• Tourist Sight an attraction at a site known for its exceptional beauty or its uniqueness.



Match the market segmentation with the following destination characteristics:

• Transportation– the accessibility by air, sea or land in

terms of travel time, equipment, convenience and safety.

– Also consider whether the mode of transportation to sites and sites are public or private



• Facilities– Availability of lodging facilities, variety

of food and beverage outlets, support industries should be considered

– Look at both high end or low end services

• Infrastructure– Degree of development of basic

infrastructure may discourage would be visitors



• Attractions– Ownership and permanency of the attraction

and its availabilty is a major consideration

• Hospitality Resources– General public attitude towards visitors and

language facilities can enhance the desirability of a destination.

– Service attitudes and quality of the service can also play a major role in determining the suitability of the destination.


Matching destination to markets• Establish first the market profile

– The budget traveler• Female college student between 17-22 years old• Prefers group travel, very strong cost considerations• Sight seeing oriented

– The regular traveler• Employed either in government or private sector between 23-30

years old.• College graduate earning between 16,00php to 33,000 a month. • May or may not travel in groups• Still looking for the best value• Site or activity oriented• Prefers comfort but it is not essential


Destination Evaluation• Accessibility– All transpiration to and from the origin– Includes all support infrastructure– Includes transfers as well

• Comfort, convenience, capacity and capability– Comfortable facilities and improvement of basic

facilities– Sometimes also deals with capacity to service

visitor needs– Capability to service visitor needs


Destination Evaluation

• Education and entertainment– Tourist products should have an

educational value

• Service, safety and security– Should meet the visitors expectations– And includes the prevention of accidents

and the maintenance of peace and order.


Maps and Map Reading


Maps

• The basic tools of the travel professional.


Basic Terms

Physical Maps– Rectangular flat map that features the

natural geophysical features of the earths land mass.

– Includes terrestrial elevations, plateaus valleys rivers etc.


Basic TermsPolitical Maps– Features the political boundaries of the

different countries of the world

Locator Maps–Maps with grids with horizontal

numbered squares on top and lettered vertical squares on the side of small geographical areas.

– Used to locate hotels, attractions etc.


Basic TermsFathom– Unit of measurement of sea depth. 1

fathom= 6 ft.

Globe– Sphere that features either the

geophysical features of the earths land mass or the political boundaries.

– The only true accurate map.


World Tourism Geography• The world was divided by the

International Air Transportation Association (IATA) into three regions.

• Normally used for fare rules.




Area I

• Collectively called “The Americas”• Includes:– North America• Starts approx. 15 degrees north and

expands northward from the tropic of cancer.• Includes the following countries:

– Canada– USA– Mexico


Area I

• Collectively called “The Americas”• Includes:– Central America• Starts from the Equator and Extends

northward to the tropic of cancer.• Includes the following countries:

– Caribbean– Bahamas– Bermuda– Panama


Area I

• Collectively called “The Americas”• Includes:– South America• Land Mass south of Panama, 8 degrees north of

the Equator.• Collectively called Latin America• Includes the following countries:

– Brazil– Peru– Argentina– Eastern Islands


Area II

• Europe Middle East and Africa• Includes:– Northern Europe• Countries north of Continental Europe and

offshore islands• Includes the following countries:

– United Kingdom and Ireland– Scandinavian Countries (Norway, Sweden, Iceland

Finland)– Benelux Countries (Belgium, Luxemburg and

Netherlands)


Area II

• Europe Middle East and Africa• Includes:– Eastern Europe• Nations that were formerly part of USSR• Includes the following countries:

– Poland– Hungary– Baltic States (Estonia, Lativa and Lithuania)


Area II

• Europe Middle East and Africa• Includes:– Central Europe• Derived from the descendants of Germanic

nations and German speaking people• Includes the following countries:

– Germany– Switzerland– Austria


Area II

• Europe Middle East and Africa• Includes:– Southern Europe

• Northwestern end of the Mediterranean Sea• Includes the following countries:

– Greece– The Balkans (Serbia, Bosnia, Coratia, Macedonia,

Montenegro and Yugoslavia, Albania, Bulgaria, Rumania)

– East of the Black Sea (Geogria, Armenia and Azerbaijan)

– Turkey


Area II

• Europe Middle East and Africa• Includes:–Western Europe• Consists of the Countries east of the North

Atlantic Ocean and north of the Mediterranean Sea,• Includes the following countries:

– France– Italy– Spain


Area II

• Europe Middle East and Africa• Includes:– Middle East

• Found in the Eastern end of the Mediterranean Sea.

• Made up of many Muslim states except for Israel. • Includes the following countries:

– Kingdom of Saudi Ariabia– Israel– Jordan– United Arab Emirates (Abu Dhabi, Dubai, Ras al

Khaimah, Umm al Qwain, Sharjah, Ajman and Fujirah)


Area II

• Europe Middle East and Africa• Includes:– Africa

• Bound by the Mediterranean Sea to the North, South Atlantic Ocean to the west and the Indian Ocean to the East.

• Includes the following countries:– Egypt– Morocco– Kenya– South Africa– Islands of Africa


Area III

• Asia and Pacific (Oceania)• Includes:– Central Asia

• Huge region north of the Asian subcontinent.• Formerly known as Turkestan.• Old territories of USSR • Includes the following states:

– Kazakhstan– Uzbekistan– Turkmenistan– Kyrgystan and – Tajikistan


Area III

• Asia and Pacific (Oceania)• Includes:– South Asia• Made up of Countries in the Indian Sub-

Continent• Includes the following places:

– India– Pakistan and Afghanistan– Bangladesh


Area III

• Asia and Pacific (Oceania)• Includes:– Northeast Asia• The northeastern corner of the Asian

Continent.• Faces the China Sea and Pacific Ocean

– China– Japan– Korea– Hong Kong and Macau


Area III• Asia and Pacific (Oceania)• Includes:

– South East Asia• ASEAN Countries:

– Myanmar– Thailand– Vietnam– Laos– Cambodia– Malaysia– Singapore– Indonesia– Philippines– Brunei


Area III

• Asia and Pacific (Oceania)• Includes:– Oceania

• Comprises of the Australian Continent and the islands in the southeastern rim of the South Pacific Ocean– Australia– New Zealand– Oceania and South Pacific (Micronesia, Marianas, Masrhal and

Caroline Islands, Solomon and Ellice Islands, New Herbides and New Caledonia- West of the International Date Line)

– Polynesia (Line, Marquesa, Cook, Tubuam Gambier Islands to the East of the International Dateline)

– Island Nations (Fiji, Nauru, Tonga and Western Samoa)