HBM 235 1st Edition Lecture 12 Outline of Last LectureI. Market Orientation vs. Product Orientation II. Market Segmentation III. Market Segmentation Method IV. Criteria for Segmentation V. Positioning Outline of Current LectureI. Levels of PositioningII. SWOT AnalysisIII. Ch. 15 The Geography of Tourism IV. Tourist GeographyV. Accessibility RevisitedCurrent LectureI. Levels of Positioning Positioning on specific product features-“Mother Nature’s best kept secret”- BelizePositioning on benefits, solutions, needs-Wales: “For proper holidays”Positioning for specific usage occasions-“The center of the universe of romance”: TahitiPosition for user category-“Vegas mean business”- Las VegasPositioning against another product-“Truly Asia”- MalaysiaMarket Orientation vs. Product Orientation Service Orientation vs. Market OrientationII. SWOT AnalysisStrengths, Weaknesses- Opportunities and ThreatsA. Internal Analysis1. 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 attractionsB. External Analysis1. 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 Change2. Threats- arise when conditions in the external environment endanger success-Global finance-Climate change-Political turmoil III. Ch 15. The Geography of TravelA. Key Trends (UNWTO)1. In 2011, international tourist arrivals grew by 4.6% to reach 983 million worldwide, up from 940 million to 20102. Reached one billion in 20123. World’s top exports1. Fuels2. Chemicals3. Food4. 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. TurkeyE. People from Germany spend the most money F. Fastest Growing: Saudi ArabiaG. 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 activityA. 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-TransportationV. Accessibility RevisitedA. Distance decay- travel demand between two points decreases as time + cost increases1. 80% of int’l travel occurs within 1000km of sources2. Try to attract nearby
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