1. © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition Chapter Nine The Tourist Customer and the Tourism Destination

2. © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition International Tourism  Growth –Enormous since the 1960s –Contracted in 2001-2003 –Global travel increasing –World Tourism Organization 2020 Vision Report –Asia, Pacific, and Middle East growing

3. © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition International Tourism Today  Economic environment –Overall tourism consumption depends on the economy –New infrastructure allows growth in newly industrialized nations –Tourism dollars spent can impact host economies  “Multiplier effect”

4. © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition Source: Courtesy of Barcelona Field Studies Centre S. L. Used by permission. Retrieved January 3, 2006, from www.geographyfieldwork.com/TouristMultiplier.htm.

5. © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition International Tourism Today (cont.)  Technological environment –Increase in tourism fostered by technological advances  Improved airline systems and designs –Computer technology and distribution channels

6. © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition International Tourism Today (cont.)  Political/legal environment –Economic significance with employment earnings/tax potential –Politics affect tourist volume –Sixteen percent drop in tourism to U.S. post 9/11 –Deregulation of the airline industry had a positive effect –Relaxed travel restrictions in newly industrialized nations allowed tourism growth

7. © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition International Tourism Today (cont.)  Sociocultural environment –Shift in demographics of population affect tourism  Ecological environment –Impact of finite resources  Example: Turtle Island Resort

8. © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition The Role of NTOs  How governments promote their country internationally  Goals –Publicity campaigns –Conducting research –Developing plans for destinations  Larger budgets than ever before

9. © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition The Role of NTOs (cont.)  In the U.S. –U.S. Travel and Tourism Administration functioned as NTO –Funding cut in 1996 –Travel Industry Association of America filled in gaps –TIA teamed with Travel Business Roundtable in 2005

10. © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition

11. © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition

12. © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition The Role of NTOs (cont.)  Importance of image promotion –Major factor in travelers’ decision to visit –Negative publicity can have profound impact on tourism –Significant dollars spent to create the right image

13. © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition The Role of NTOs (cont.)  Marketing functions of NTOs –Usually narrow, but today more sophisticated and involved –Centered around the country as a whole –Take a “facilitation role” –Analysis of market potential  Example of collaboration of a hotel with NTO –Interview with Leanne Pelcher, VP Marketing for Hilton Waikoloa

14. © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition

15. © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition