2 Learning goals5. I will be able to explain some strategies that companies use to increase their market share (e.g. loyalty reward plans)6. I will be able to explain how the industry began and how it has grownI will be able to explain how societal trends are changing the tourism industry (e.g. people aging)I will be able to explain the life cycle of tourist destinations (e.g. inception)9. I will be able to describe the role of the government in regulating and supporting the tourism industry
3 I will be able to explain some strategies that companies use to increase their market share What is a “market share”?If you were trying to increase your market share, what are some activities that you could do?ACTIVITY:Using the establishment you created in your marketingpresentation, create 2 different ways that you couldincrease your market share.Be ready to explain your decisions
4 LG 6: I will be able to explain how the industry began and how it has grown- Time line activity Split students into 5 groups. Give each group a topicAncient tourismClassical tourism (600BC-600AD)19th Century tourismContemporary tourism21st century tourismStep 1: students research topicStep 2: on chart paper students create timeline for their topicStep 3: groups present their timelineStep 4: each timeline is taped together to create one big historic timeline of the tourism industry.
5 Self Quiz 1. What is market share? 2. What are two ways that a company might increase it’s market shareBriefly explain how the tourism industry has grown. (5 stages)
6 Demographic Trends – the study of population trends. E. g Demographic Trends – the study of population trends. E.g. Baby Boomers – a large group of people born after WW2 and right now they are all old and retiring. So there might be an increase in golf sales, watching games, local/domestic travel. Some baby boomers have a lot of money, increase in overseas travel.Social Trends- change in beliefs of a society e.g. Smoking and Casinos – smoking is no longer acceptable, casinos are very popular.Lifestyle Trends – a change in the way people live their lives. E.g. More money now than during the war. More can travel. There was a small recession (lack of money in economy, less jobs) in 2000 where we saw increase in domestic travel.Technology Trends – change in technology and use of technology. E.g. computers, internet (people can look up information easier, reviews, book own travel, information on hotels. Also, airplanes, helicopter
11 Seven stages of destination life cycle Like most products, destinations have a product lifecycle. Butler proposed a widely-accepted tourism destination lifecycle model which has 7 distinct stages:ExplorationA destination begins as a relatively unknown and adventurous visitors initially come in small numbers restricted by lack of access, facilities, and local knowledge. InvolvementLocal investment in tourism and tourism advertising start. Visitor number begin to increase and government agencies start to develop the infrastructure.DevelopmentThere is a rapid growth in visitor numbers as the destination becomes heavily advertised. The amenities are increased and improved. Visitors change to less adventurous.Source:
12 Seven stages of destination life cycle ConsolidationGrowth in visitor numbers will decline, although total numbers will still increase. Tourism becomes “mass market”StagnationThe peak numbers of visitors will have been reached. Capacity levels for many variables will have been reached or exceeded. The area will have a well-established image but it will no longer be in fashion. There will be heavy reliance on repeat visitation and on conventions and similar forms of traffic.DeclineVisitor number decrease. External investors begin to pull out.RejuvenationNew attractions are developed or new natural resources are used to reverse the negative trends in visitor arrivals.
13 Which stage of the model do you think these images are most likely to represent?
14 The ‘Life Cycle’ of Benidorm, Costa Blanca Spain The ‘Life Cycle’ of Benidorm, Costa Blanca Spain. Can you put it in order?The Spanish government have tried to rejuvenate the area by encouraging the refurbishment of hotels and ensuring both beaches and the sea have become cleaner.it had turned into a sprawling modern resort.Costa Blanca was a small fishing village.The introduction of cheap air travel began to attract visitors from Northern Europe.Carrying capacity was reached.
15 The ‘Life Cycle’ of Benidorm Costa Blanca Spain By the early 1990s it had begun to stagnate and decline. Since then the Spanish government have tried to rejuvenate the area by encouraging the refurbishment of hotels and ensuring both beaches and the sea have become cleaner.In the 1950s Benidorm on the Costa Blanca was a small fishing village.During the 1960s, the introduction of cheap air travel began to attract visitors from Northern Europe.By the 1970s it had turned into a sprawling modern resort.By the 1980s it had reached Butler’s stage of ‘consolidation’, when the carrying capacity was reached.
16 Research Chart The Topics: Great Wolf Lodge Disney World Casino Rama Niagara FallsLas Vegas MGM Hotel -Atlantis ResortThe Ice HotelCanada’s Wonderland -Stage West Dinner Theatre and HotelBlue Mountain Ski ResortMount Tremblant Ski ResortWest Edmonton Mall-Rocky MountaineerHilton hotelsThe Task:Choose a topic and tell me. No Repeats!A brief explanation of your resort. What is it? Where is it? Why do people go to your establishment? (should include pictures)Explain how your company has progressed through the life cycle. Make sure you use each stage.Which stage are the currently on? Why?
17 LG 9: I will be able to describe the role of the government in regulating and supporting the tourism industry
18 Jigsaws – Yay - here are your topics Workplace safety and insurance boardFood, Drug and Cosmetic ActCanadian Food Inspection AgencyFood and Drug AdministrationOntario Building CodeYou have 2 items you need to coverA brief explanation of the purpose of your organization.An explanation of what your organization does to regulate and support the tourism industry.Share your answers with your classmates