HBM 235 1st Edition Lecture 13 Outline of Last LectureI. Levels of PositioningII. SWOT AnalysisIII. Ch. 15 The Geography of Tourism IV. Tourist GeographyV. Accessibility RevisitedOutline of Current LectureVI. Levels of PositioningVII. SWOT AnalysisVIII. Ch. 15 The Geography of Tourism IX. Tourist GeographyX. Accessibility RevisitedCurrent LectureI. Tourism in HawaiiA. Pioneering venture that showed how tourism could work even in an environment as challenging as the PacificB. Created an image for Hawaii as a destination that continues to pay dividends 85 years laterC. Every successful Pacific Island destination has used the blueprint put forth by the RH/MaloloII. Willingness to travel greater distances associated with:-High income-Use of intermediaries-Interest in discovering the new-Variety seeking/curiosity III. Less Willingness to travel greater distances associated with:-Children -Search for relaxationIV. Demand and Origin Factors: TerminologyA. Suppressed demand1. # of people at the origin who do not travel2. Potential demand3. If constraints removed, they may be inclined to travel 4. Something wrong on demand-side -Ex. Vacation time, discretionary income, gov’t policy B. Deferred demand 1. Demand put off due to scarcity of supply2. Ex. Lack of package tours, family friendly activities, budget travel options3. Something wrong on supply-side *Want to concert these into effective demand C. How to address suppressed demand?1. Short vacation time, low discretionary income, and restrictive gov’t policy 2. Positioning and induced image D. How to Address deferred demand?1. Lack of package tours, lack of family friendly activities, lack of budget travel options2. Action steps + positioning +induced image E. Travel Propensity1. Way to measure potential demand2. % of market that travel F. Travel Frequency1. Average # of trips taken * Same across countries?- No-Different holiday norms (France-8 weeks of vacation time/year)Discretionary income- $ left over after taxes and necessities (food, shelter,
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