ch18DestinationMarketing(营销管理,菲利普·科特勒教

Chapter18DestinationMarketing“Marketingshouldfocusonmarketcreation,notmarketsharing”-RegisMcKenna“Tobewise,amanshouldreadtenthousandbooksandtraveltenthousandmiles.”-LiBai,Chinesepoet,TangDynasty©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensChapterObjectives•Discussthebenefitsoftourism•Explaintourismstrategiesanddifferentoptionsforcreatingandinvestingintourismattractions•Understandhowtosegmentandidentifyvisitorsegments•Explainhowcentraltouristagenciesareorganized©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensTourism•Tourismisastayofoneormorenightsawayfromhomeforholidays,visitorstofriendsorrelatives,businessconferencesoranyotherpurposeexceptsuchthingsasboardingeducationorsemi-permanentemployment©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensTheGlobalizationoftheTouristIndustry•Travelisaglobalbusinesswithanexpandingmarket•Thetoptendestinationsintheworldaccountedforlessthanhalfthetotaltourismmarketin2002•Canyoulistthreeofthetoptendestinationsintheworld?©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensTheTourismDestination•Destinationsareplaceswithsomeformofactualorperceivedboundary–Physicalboundaries–Politicalboundaries–Market-createdboundaries•Macrodestinations-theUnitedStatescontainsthousandsofmicrodestinations,includingregions,states,cities,towns,andevenvisitordestinationswithinatown©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensBenefitsofTourism•Directemployment•Supportindustriesandprofessions•Multipliereffect•Sourceofstateandlocaltaxes•Stimulatesexportsofplace-madeproducts©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensManagementofTouristDestination•Destinationsthatfailtomaintainthenecessaryinfrastructureorbuildinappropriateinfrastructurerunsignificantrisks•Violence,politicalinstability,naturalcatastrophe,adverseenvironmentalfactors,andovercrowdingcanalldiminishtheattractivenessofadestination•Whatwastheeffectof9/11onUSTourism?©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensSustainableTourism•Sustainabletourismisaconceptoftourismmanagementthatanticipatesandpreventsproblemsthatoccurwhencarryingcapacityisexceededatthedestination•EnvironmentalImpactAssessment(EIA)©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensStepsinEnvironmentalImpactAssessment(EIA)•Inventorythesocial,political,physical,andeconomicenvironment•Projecttrends•Setgoalsandobjectives•Examinealternativestoreachgoals©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensStepsinEnvironmentalImpactAssessment(EIA)•Selectpreferredalternatives•Developimplementationstrategy•Implement•Evaluate©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensSustainableTourism•Modifiedenvironments–Buildingeco-tourismsubsetsthatencouragewildlife•Successfullong-runtourismdestinationsrequirecooperationbetweenindustryandcommunity©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensTouristEvents•Attractadesiredmarket•Fitwithinthecommunity’sculture•Shouldbereplicable(annual/biannual)•Allow/encouragelocalresidentparticipation©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensAttractions•Natural–NiagaraFallsorTheScottishHighlands•Man-made–TheShoppingAreasofBuckinghamPalace,HongKongortheVatican©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensStopoverTourism•Manyvisitordestinationsareinfactonlystopoverdestinationsfortravelersontheirwayelsewhere©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensDeterminatesofDemandPrestigeEscapeSexualOpportunityFamilyBondingRelaxationSocialInteractionEducationSelf-discoveryDemand©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensIdentifyingTargetMarkets•Collectinformationaboutitscurrentvisitors•Auditthedestination’seventsandattractionsandselectsegmentsthatmightlogicallyhaveaninterestinthem©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensSelf-ContainedAttractionandEventDestinations•Cruiseships,riverpaddleships,specialrailroadssuchastheOrientExpress–Dining,games,gambling,theatre,musicals,participatorymurdermysteries,seminars,dances,etc.©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionU