Market

1
Market Market Communication in Tourism,
08.09.08 / AT

• Course purpose, content form
• Discussion changing life phase, changing
  holiday patterns
• Tourism research in a time perspective
• Tourism a system approach
• How may a tourist be defined?

2
Course purpose

• Demand patterns/trends
• different segments - different holiday dreams
• decision-making processes
• Supply side strategies
• Tourism product, experiences, destination
• Communicative strategies

3
Course content

• Introduction What is marketing in a tourism
  context?
• Weaver Lawton (2006) chp. 1 2
• Tourism products and tourism destinations
• Weaver Lawton (2006) chp. 4, 5 10
• Tourist experiences and experience offers
• Pine Gilmore (1999), Quan Wang (2004),
  Andersson (2007)
• Consumer motivation, decision making
  segmentation of holiday tourists
• Weaver Lawton (2006) chp. 6, Decrop Snelders
  (2004), Goeldner Ritchie (2006)

4
Course content (cont.)

• Two holiday tourist segments fams. w. kids
  seniors
• Lit. Johns Gyimothy (2002), Littrel (2004),
  Therkelsen Gram (2008)
• Guest lecture Szilvia Gyimothy Business
  tourism
• Therkelsen (2003), Baloglu Love (2005), Uriely
  (2001)
• Planning tourism marketing importance of image
• Weaver Lawton (2006) chp 7, Echtner Ritchie
  (1993), Pearce (2007)
• Communicative strategies in selling the
  experience offer
• Hunter (2007), Schmallegger Carson (2007)

5
Family life cycle(Gram Therkelsen 2003)

• Young singles
• Young couples
• Full nester I
• Full nester I/II
• Full nester II
• Full nester III
• Empty nester I
• Empty nester II
• Widows/widowers
• Grown-up singles
• Sole providers
• Combined families
• Extended families

• Under 25, no children
• No children
• Children, pre-school age
• Children pre- school age
• Children school age
• Older, independent children
• No children at home, working
• Retired
• Retired
• No children
• Children at home
• Stepchildren, common children
• Nuclear family grand parents, etc.

Traditional family life cycle
Adapted to modern family patterns
6
Changing life phase changing holiday patterns

• Discuss whether significant changes have taken
  place in your holiday patterns as you have moved
  from one category in the family life cycle to
  another.
• changes in relation to content of holiday,
  choice of destinations, time length of holiday,
  influence on decisions etc.
• Is the life cycle theory useful for explaining
  your holiday patterns?

7
Developments in Tourism Research

• Advocacy platform (1950-1960)
• Positive uncritical approach (emotional)
• Tourism a means to mutual understanding
  economic growth
• Cautionary platform (1960-1970)
• Negative approach (emotional)
• Ideological showdown with the exploitation of 3rd
  countries by tourism multinationals
• Adaptancy platform (early 1980s)
• Follow-up on cautionary platform
• Alternatives to mass tourism, adapted to local
  conditions
• Knowledge-based platform (late 1980s-)
• Research based, holistic view on tourism
  (ideologically neutral)

8
Weaver Lawton 2006 p.16
9

• Tourism may be defined as the sum of the
  processes, activities, and outcomes arising from
  the interactions among tourists, tourism
  suppliers, host governments, host communities,
  origin governments, universities, community
  colleges, and non-governmental organisations, in
  the process of attracting, transporting, hosting
  and managing these tourists and other visitors.
• (Weaver Lawton 2006, p.3).

10
System approach to tourism

• interrelated, interdependent, interacting
  elements forming a functional structure
• holistic, interdisciplinary approach

Weaver Lawton 2006 p.24
11

• someone who moves away from home on a temporary
  or short-term basis for at least 24 hours,
  whether travelling in his or her own country
  (domestic tourism) or going to another country
  (international tourism)
• (Law, 1994 p.4).

12
 
Source Boniface Cooper (1987) in Cooper et al.
(1998) p. 11.  
13
Purpose of holiday(Weaver Lawton p.29)

• Pleasure / recreation
• Visiting friends / relatives
• Business
• Sport
• Religion
• Health
• Studies

Multipurpose tourism
14

• "Tourism results from a basic binary division
  between the ordinary/everyday and the
  extra-ordinary. Tourist experiences involve some
  aspect or element which induces pleasurable
  experiences which are, by comparison with the
  everyday, out of the ordinary... People must
  experience particularly distinct pleasures which
  involve different senses or are on a different
  scale from those typically encountered in
  everyday life"
• (Urry 1990, pp. 11-12).

15
Further readings

• Urry J. (1990) "The Tourist Gaze. Leisure and
  travel in contemporary societies", London Sage
  Publications
• Cooper C., Fletcher J., Gilbert D., Shepherd R.,
  Wanhill S. (1998) "Tourism. Principles and
  Practice", Harlow Addison Wesley Longman Limited

16
Case study Danfoss Universe 15.09.08

• Study danfossuniverse.com