Tourism Marketing: Producing Places/Consuming Places

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1 Tourism Marketing: Producing Places/Consuming Places

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Tourism Marketing: Producing Places/Consuming Places. Lecture Outline:. Elements of Tourism Industry Historical Development of Tourism Theories for Understanding (Post)Modern Place Marketing Examples: Tourism Marketing as Representation. Concepts of Tourism. A complex phenomenon - PowerPoint PPT Presentation

Transcript of Tourism Marketing: Producing Places/Consuming Places

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Tourism Marketing: Producing Places/Consuming

Places

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Lecture Outline:

Elements of Tourism Industry Historical Development of Tourism Theories for Understanding (Post)Modern Place

Marketing Examples: Tourism Marketing as Representation

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Concepts of Tourism

A complex phenomenon

A human experience A worldwide industry

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Characteristics of tourism

Time Distance Travel Away from home Purpose in non-work related

(leisure)

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Components of the tourism industry

Transportation Accommodation Tourist attractions: natural, built, created Travel agents Tour operators Travel-related services Government bodies – national and

international

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Experience Economy: Tourism as consumption

Tourism, like leisure, can also be thought of in terms of CONSUMPTION!

The tourist ‘product’ – e.g., a package holiday

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Tourism and Leisure

Tourism can be considered to be a form of leisure

Tourism (as leisure activity) has developed as a commercial activity

Is now a major earner, makes major contribution to the economy

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Development of tourism

Can trace its progressive development :

• from INDIVIDUAL TRAVEL• through groups and expeditions• to MASS TOURISM• to (INDIVIDUALIZED) MASS TOURISM

(postmodern tourism)

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Developmental factors

Tourism requires people with:• ABILITY (money and time)• MOBILITY (transport) and• MOTIVATION (desire, determination)

to travel

A history of tourism is a history of thedevelopment of these three factors

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Travel in Ancient Societies(Egypt and Greece)

Empires grew, and ‘business travel’ increased (administration of the regions)

Evidence also of pleasure trips - festivals, and Olympic Games

Pyramids, tombs and temples were the wonders of the ancient world

Prompted travel to see them – ‘gazed upon’

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Travel in the Roman Empire

Travel flourished Trade and military activity

encouraged excellent roads (some still in existence)

Common language and currency Romans sought to escape the cities in

summer heat Moved to seaside and hillside villas

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Travel in the Middle Ages

500 AD - Fall of the Roman Empire - roads fell into disrepair

Travel became dangerous and difficult Undertaken largely on foot Undertaken for purposes of trade or

religion only - e.g., pilgrimages Endured rather than enjoyed - “travail”! Most ordinary people would spend their

lives in one fixed locality

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16th – 17th Centuries

Establishment of “The Grand Tour” - an aristocratic concept

“Taking a year out” Aristocratic young men in the presence of their

tutors Cultural and political education on a prescribed

route France, Italy, Switzerland, Germany and the

Netherlands Befitting men for life in politics at court

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17th – 18th CenturiesMain focus : Development of Health Tourism

Health resorts evolved across Europe Based on the supposed health-giving

properties of the sea and mineral waters Led to the growth of seaside and spa

resorts still popular today Spa towns - primarily for invalids

e.g., Baden-Baden (Germany), Bath (England)

• Became fashionable resorts for those with leisure, money and transport

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18th – 19th CenturiesPeriod of Industrialisation

• Major effect of industry on leisure and tourism

• Prior to this period, only the upper classes had ability, mobility and motivation to travel (horses and carriages)

• INDUSTRIALISATION created :Working class with incomeDesire to escape from the citySteam transport for travel (trains,

boats)

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18th – 19th CenturiesMass Seaside Tourism

Began due to :• Development of steam boats and trains

(1832) linking urban and coastal areas• First for freight, later, passengers• Introduction of holidays (intended to

improve productivity)• Public holidays - when whole communities

would travel en masse to the coast

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Portugal

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South-East England

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East-German Seaside Resort

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Mass Seaside Tourism

Development of a tourism infrastructure Small fishing villages developed into

resorts Blackpool, Ruegen, Biarritz

•Promenades

•Accommodation

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Mass Seaside TourismPackage Trips

Development of ‘package trips’• 1841 - Thomas Cook’s first package trip

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Mass Seaside Tourism in England Social differentiation

Social differentiation of resorts depended on transport links

Resorts linked to the northern industrial base were mainly working-class - Blackpool

Southern resorts mainly middle-class - Bournemouth, Torquay

Middle classes also discovered Europe - the Alps, the Riviera

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Early 20th Century

1920s and 30s saw legal holidays acts all over Europe - ensured week-long holidays, stimulated mass tourism

Also, development of ‘holiday camps’ Development of countryside holidays In 1939:

• 30000 weekly campers on English camp grounds.

• Even more in Germany (although numbers difficult to decipher)

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Post Word War IIFurther growth in Tourism Activity

Social change

War experience widened perspectives Stimulated desire to travel Increased leisure time and income Growth in car ownership Spread of five-day week

Invention of ‘the weekend’ new unit of free time

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Post Word War IIFurther growth in Tourism Activity

Development of hotel chains 1960s and 70s in Europe:

Tourism ActsCreated national tourist boards for

domestic and overseas tourism promotion

The Canadian Tourism Commission was founded in 1992

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Post Word War IIFurther growth in Tourism Activity

Increased foreign travel 1950s - 2 million Europeans took

holidays abroad 1970s - 10 million abroad France and Spain (Costas) made up 1/3

of the market Product - sun, sea and sand

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Trends in the 1980s and 1990s

Move towards more flexible holiday formats

Villas, timeshares, self-catering Diverse Travel Formats: Specialised Interest Areas Further technological improvements in

Transportation

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Trends in the 1980s and 1990s

Personalised packages:•Long-haul destinations for mass

package holidays (e.g., Florida)

•Eco-tourism - environmentally aware tourism

•Growth in cultural and activity tourism

•Growth in short-break tourism •demise of the two-week summer holiday

•postmodern lifestyles

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Late 90’s and 21st Century

Novelty and specialist tourism New destinations, ‘man-made’ resorts Greater segmentation of the market ABILITY has increased - many have

more free time, greater disposable income

MOBILITY has increased - improved and cheaper travel technology

MOTIVATION has increased

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Late 90’s and 21st CenturyTourist Motivation

MOTIVATION to participate in tourism hasincreased due to :

• Substantial media exposure - has greatly raised consumer awareness

• Perceived ‘need’ to escape the stress of ‘postmodern’ urban lifestyles

• Recognition of frequent holidays as a necessity, rather than a luxury

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Postmodern Tourism

Postmodern culture, leisure and lifestyles – new forms of consumer-orientated, commodified leisure •Leisure users are defined by their consumption

patterns

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Characteristics of Postmodernismand Postmodern Leisure and Lifestyles

Simulation and hyperreality

Fragmentation

Individualisation

Commodification Consumer

sovereignty Time compression Style replaces

substance

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Characteristics of Postmodernismwith leisure examples

INDIVIDUALISATION Central leisure institutions

disappear Postmodern leisure focuses

increasingly on individual consumption at the expense of traditional social group and community activity

Relationships fluid. Networks instead of community. Socialities void of emotional dependence

Leisure example Individualistic sports

Independent and single travelling

Electronic leisure games (Playstation, Nintendo, GameBoy, X-Box)

Videos and interactive DVDs Home computing Much home-based leisure –

home is compartmented into individual ‘leisure spaces’

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Characteristics of Postmodernismwith leisure examples

INDIVIDUALISATION

Leisure examples (cont)

Children having their own rooms, TVs and PCs

Leisure shopping as personal consumption

Personal trainers and individualised fitness workouts

Lifestyle advisers Solitary consumption of

fast food replacing traditional communal family meal-times

Relationships until further notice

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Characteristics of Postmodernismwith leisure examples

FRAGMENTATION The inability to maintain

established boundaries, categories and relationships

• Consumption and production

• Work and home

• Private and public

Vast amounts of leisure choice (20-screen multiplex cinemas; numerous TV,satellite and cable channels)

Built-in obsolescence (fast cars, designer clothes, consumer electronics and software)

Ever more specialized consumer products

Leisure examples Shopping as leisure Homeworking, housework,

DIY and leisure Arts/entertainment

continuum Leisure spaces in the home High, low and popular

culture – blurring of boundaries

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Characteristics of Postmodernismwith leisure examples

SIMULATION AND HYPERREALITY

In postmodern leisure,

simulated, man-made,

contrived and inauthentic

experiences predominate

over the traditional and

authentic

Leisure examples Virtual reality in leisure

Man-made tourist attractions and resorts (Center Parcs, Sun City)

Modern theme parks

Disneyland

Paintball

‘Gladiators’

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Characteristics of Postmodernismwith leisure examples

COMMODIFICATION

The transformation, packaging and marketing of a leisure-related service into a saleable ‘product’

Arts products, leisure products, sports products, tourism products, etc.

Leisure examples Tourist package holidays Gym fitness packages Celebrity signings of CDs

at concerts The sale of sports

packages by cable, satellite and internet

Shopping as leisure

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Characteristics of Postmodernismwith leisure examples

COMMODIFICATION OF TIME

Time in postmodern life is always in short supply

Time can be exchanged for money through the purchase of labour-saving devices, employing home helps, buying convenience foods, etc

This frees up time for use for leisure

Time can be ‘bought’

So time itself becomes a commodity

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BREAK!

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Postmodern Tourism: Staging Authenticity

Catering to the postmodern tourist who• Seeks rapidly changing art/enter-/edutainment

• Seeks extraordinary and individualistic experiences

• Who expects experiences to be produced but presented as real

• Has not always time to cross the globe to visit.

• Who has been socialized into consuming by gazing - the tourist gaze is demanding

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The development of the tourist gaze

Tourist landscapes are ‘consumed’ by the tourist who ‘gazes’ upon them

The idea is of •seeing as discovering

• interpreting the seen as aesthetically significant

•and determine its difference to the mundane.

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The tourist gaze

The ‘gaze’ is defined in terms of difference Perceived strangeness (but only to tourist) Exotic, pleasurable Distinguished by semiotics - ‘signifiers’

and symbolic icons – e.g., Eiffel Tower, the Pyramids, Taj Mahal

rational work and seeks efficiency

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Authenticity

The gaze is a construct How authentic are the images consumed? Tourism as pilgrimage – a quest for the

authentic Authenticity versus ‘staged authenticity’ Staged authenticity protects hosts from

intrusion, yet allows commercial benefits of tourism

Can any form of tourism be totally inauthentic?

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Caves at Lascaux

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Caves at Lascaux

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Caves at Lascaux

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Romeo and Juliet in Verona

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Still there:

Capello and Montecchi, the families that Shakespeare turned into the Capulets and Montagues

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Evidence is overwhelming:

Shakespeare’s characters are fictitious. Most scholars believe that Shakespeare simply

reworked an old drama by an Italian playwright.

Lack of factual basis offset by imagination to fill in the gaps left by documentation.

Entire package tours of tourists insist to see the site of the most romantic episodes in all of literature – the immortal balcony scene.

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Casa di Guilietta, situated at No. 27 Via Cappello

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Authenticity?

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Authenticity?

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Staged Authenticity?

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Hawaii

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1920

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Today

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Also Today: Hula Contest

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Staged Authenticity and Pseudo-Events:Tourism as the Production and Consumption of Simulation

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Producing the Lake District

Nothing natural about it says “beautiful tourist site”

So how come it is?

Answer: symbolic construction of difference though signs and images and cultural production in general.

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The “place myth” in three stages:

Discovery Interpretation (capacity of being in, seeing, and

experiencing the site) Management of the discourse

• What activities are allowed or appropriate

• Physical and perceptual capacity

• Aesthetic dimensions

• Cultural hegemony (of taste, of language, mobility)

• Create attractions

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Established place myths

Stonehenge

Lake District

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Place myth under construction:

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Summary History of tourism as the formation of the

tourist gaze The patterns of tourism consumption TODAY

are indebted to the forces socializing the tourist gaze.

The production of place requires symbolic and cultural work!

Authenticity is a historical and cultural construct.

Authenticity as attraction superseded by staged authenticity as the attraction.• Authenticity is a floating (ie., non-essential) concept