HBM 235 1st Edition Lecture 12 Outline of Last Lecture I II III IV V Market Orientation vs Product Orientation Market Segmentation Market Segmentation Method Criteria for Segmentation Positioning Outline of Current Lecture I II III IV V Levels of Positioning SWOT Analysis Ch 15 The Geography of Tourism Tourist Geography Accessibility Revisited Current Lecture I Levels of Positioning Positioning on specific product features Mother Nature s best kept secret Belize Positioning on benefits solutions needs Wales For proper holidays Positioning for specific usage occasions The center of the universe of romance Tahiti Position for user category Vegas mean business Las Vegas Positioning against another product Truly Asia Malaysia Market Orientation vs Product Orientation Service Orientation vs Market Orientation II SWOT Analysis Strengths Weaknesses Opportunities and Threats A Internal Analysis 1 Strengths characteristics of the destination that give it advantage over others Unique intrinsic resources Weather Infrastructure planning Geographical proximity People friendly entrepreneurial spirit 2 Weaknesses characteristics of the destination that place it at a disadvantage Remoteness No Resources Limited variety of attractions B External Analysis 1 Opportunities arise when destination can take advantage of conditions in its external environment to become more successful Global financial health Elimination of travel restrictions in target country Technological innovations Climate Change 2 Threats arise when conditions in the external environment endanger success Global finance Climate change Political turmoil III Ch 15 The Geography of Travel A Key Trends UNWTO 1 In 2011 international tourist arrivals grew by 4 6 to reach 983 million worldwide up from 940 million to 2010 2 Reached one billion in 2012 3 World s top exports 1 Fuels 2 Chemicals 3 Food 4 Tourism B International tourism receipts estimated at US 1 030 billion worldwide up from US 928 billion 3 9 C Emerging economy destinations growing faster than advanced economy destinations D 1 Tourist country is France 2 US 3 China 4 Spain 5 Italy 6 Turkey E People from Germany spend the most money F Fastest Growing Saudi Arabia G UN Millennium Development Goals End hunger and poverty Universal education Gender equality Child health Maternal health Combat HIV AIDS Environmental sustainability Global partnership IV Tourist Geography distribution of international tourist activity A Uneven Distribution of Tourism Distribution of tourism resources Tourism friendly activities Changing seasons weather Political issues situations Economic changes in country of origin Exchange rates Increase decreases in prices of tourist services Special events Awareness Transportation V Accessibility Revisited A Distance decay travel demand between two points decreases as time cost increases 1 80 of int l travel occurs within 1000km of sources 2 Try to attract nearby markets
View Full Document
Unlocking...