1 Events in a Globalising World Lecture 6 Destinations in a global environment David Litteljohn.
Events in a Globalising World
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Transcript of Events in a Globalising World
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Events in a Globalising World
Lecture 6
Destinations in a global environment
David Litteljohn
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Major References
• Hall and Page, pp 67-85• (NB Ritzer not used this week)• Hankinson - as per lecture reference download at
http://jvm.sagepub.com/cgi/reprint/10/2/109 (see synopsis)• Niall Caldwell, Joao R Freire, The differences between branding
a country, a region and a city: Applying the Brand Box Model Journal of Brand Management. London: Sep 2004. Vol. 12, Iss. 1; p. 50
• Go to http://proquest.umi.com/pqdweb?RQT=572&TS=1203077182&clientId=6297&VType=PQD&VName=PQD&VInst=PROD&PMID=49216&PCID=13579251&SrtM=0&SrchMode=3&aid=1
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Aims
Overall to illustrate local strategies to tourism globalisation though the example of branding•To consider international tourism demand in terms of volume and motivation•To consider the value of demand heuristics•To locate the issues of the local in terms of destination/place•To set a foundation for considering branding for tourism and events
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Drivers in globalisation- real costs of travel 1949 - 2006
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WTO: Importance, purpose of int’l travel
Standardisation - Satellite accountshttp://www.unwto.org/statistics/tsa/references/tsa_references.htm#
Tourism: 6% of global exports
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Global tourism Flows 1997 - 2020
Source: UN WTO
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Int’l Arrivals at major destinations: 1998-2020
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Definitions of visitor movements for statistics: WTO, cited in R.Chadwick 1994.
• International tourism: consists of inbound tourism. – Visits to a country by non-residents and outbound tourism
residents of a country visiting another country.
• Internal tourism: residents of a country visiting their own country.
• Domestic tourism: internal tourism plus inbound tourism (the tourism market of accommodation facilities and attractions within a country).
• National tourism: internal tourism plus outbound tourism (the resident tourism market for travel agents and airlines)
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10As quoted in Hall and Page
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Tourism Consumers ‘then’
• Inexperienced
• Homogeneous
• Predicable
• Sun-lust
• Get sunburnt
• Security in numbers
• Superiority
• Escape
Tourism Consumers ‘now’
• Mature
• Hybrid
• Spontaneous
• Sun-plus
• Keep clothes on
• Want to be different
• Understanding
• Extension of life
(Source: Poon, A. (1989) Tourism, Technology and Competitive Strategies, Wallingford: CAB International.
From Old to New?
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Special Interest tourism
Traditional and Culture based tourism
Activity-based tourism
Future niche tourism
Dark Cultural & Heritage
Adventure Ethical
Gastronomic Research Small ship cruising
Space
Genealogy Peripheral Sport Virtual
Geotourism Tribal Volunteer
Photographic Wildlife
Transport
Youth
TOURISM NICHES
Source: Based on Novelli, 2005
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Generating market
Old New
Old
New
Rec
eivi
ng d
estin
atio
n(s)
Implications relate to development of infrastructure (physicalcultural/events/staging), administrative/co-ordination, Investments, skills, image, competitiveness
Both Old and New?
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Destination constituents
• Cultural, physical and social characteristics that give a regional identity
• Adequate tourism infrastructure
• Contain more than 1 community or attraction
• Existing or potential attractions
• Have planning and marketing infrastructure
• Be accessible to a large population base
• Complex and multidimensional tourism product based on a variety of resources/ownership forms
• Other economic and social activity (harmony/conflict)
• A host community• Planning authority• An active private sector
As based on HALL, C.M., 2005. Tourism Rethinking the Social Science of Mobility. Harlow: Pearson Education, pp160-161.
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MARKETS
ConsumerTastes
Lifestyle
Suppliers
IT BusinessSystems
Marketing Techniques
GEOGRAPHY -
ProximityPoliticalconvergence
Economicconvergence
ENABLERS FOR GLOBALIZATION IN TOURISM
Costs/market access
Wan
ts/V
alue
s
Source: Derived from Hall
(Interconnectivity)
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Kotler and Gretner Branding allows ‘Strategic Place Marketing’
• Understanding environmental forces that affect its (I.e. a place/destination’s) marketability
• Monitoring the external environment in relation to opportunities and threats
• Involving all relevant stakeholders including government, citizens and businesses to develop a shared image
• Setting and delivering incentives and managing the factors that may affect buying decisions including image, attractions, infrastructure and people
(Kotler and Gertner, 2004)
http://proquest.umi.com/pqdweb?index=7&did=826458081&SrchMode=3&sid=1&Fmt=6&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1203427012&clientId=6297&aid=1
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A brand is …
• ‘an identifiable product, service, person or place, augmented in such a way that the buyer or user perceives relevant, unique added values which match their needs most closely. Success results from being able to sustain these added values in the face of competition’ (Chernatony and McDonald, 2003, P25).
• Added values are functional and non-functional and take on
meanings where consumer awareness is triggered consciously or intuitively (McRae et al, 1995).
£1070 on Gucci websiteFebruary 2008black python with silver/gold hardware
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DESTINATION BRAND POSITIONING MAP
Low emotional pull
High emotional pull
Hig
h C
eleb
rity
val
ue
Lo
w C
eleb
rity
val
ue
India
South Africa
Scotland
The Bahamas
Ireland
Paris
Antarctica
Poland
Ukraine
Afghanistan
(Morgan et al, 2002, p 23)
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Tourism brands by level and type
Supra national brand
Supra national tourism brands Event Tourism Location/Community/Destination Niche tourism* Region City
Special interest Tradition & Culture based Activity-based
Cultural/Artistic Political Professional & Scientific Leisure participant Sporting spectator
* Derived from Novelli, 2005
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Hankinson, 2004
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Caldwell & Freire
• Adapt previous work to take into account a destination’s
• Personality dimension/ Representationality– Related to ‘personalities, roles, set of needs and emotions’
(De Cheratony and McWilliam, 1989)
• Technical capability/Functionality– Product characteristics - tangible and intangible
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Caldwell & Freire’s conclusions
• Regions score higher on representationality• Countries score higher on functionality• The two national groups showed some different
perceptions– Same for Miami, Spain, Prague, Ibiza on representation
(youth fashion?)– Same for USA on functionality – But some differences depending on location (and implied
‘desire’(what do they know and what do they want?) in perceptions of Spain (Ski vs. beach)
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International brand promotion choices
1. Abandon attempts for unified int’l campaign and allow tailored approaches2. Create an int’l campaign which avoids using cultural currencies which will be interpreted differently3. Create an int’l campaign which draws from an global stock of iconography etc
Source: Anholt S, 1999, Travel and tourism companies: Global brands, Journal of Vacation Marketing; 5; 290,
http://jvm.sagepub.com/cgi/content/abstract/5/3/290
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Concluding thoughts
• Destinations – Competitive– Facing complex environments- demand and supply
• Marketing - branding is only one example (other include Events strategies). Consider– Appropriation of marketing techniques from other
sectors in relation to demand– Sustainability: stakeholders and over time
• Events - what role chosen in the destination image/brand?
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Brand personality
Values
Facts & Symbols
Proposition
Essence
What the
product doesfor me
How the brandmakes me look
How thebrand makesme feel
Describetheproduct
Rational
Emotional
Example The VisitScotlandBrand Essence Wheel
Highlands scenery, tartan, bagpipes, castles, lochs,whisky, golf, Edinburgh, accent
Innovation, integrity, pride, proficiency
- Enduring- Dramatic
- Human
The natural wonder ofNorthern Europe
Space
Adventure
Relaxes
Stimulates
Challenges
DiversityRomance
Authentic
Discerning
Cultured
Individual
Confident
DifferentSafe
In awe
Inspired
Rejuvenated
Enriched
Special
Welcome
Unpretentious
Proud
Real
Independent
Idiosyncratic
Friendly
Festivals / Hogmanay
Outdoor activities
Wildlife
Landscape
Vibrant cities
Culture & history
World class golf
Fine food & drink
City & rural beaks
B&B - 5* luxury
ScotlandA powerfully enriching personal experience
“Live it”
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EXAMPLE