Marketing Tourism Places (RLE Tourism)/

1. CAN PLACES BE SOLD FOR TOURISM? 1
Gregory Ashworth and Henk Voogd
Introduction 1
Tourism Promotion and Tourist Use 2
Market Planning as Public Sector Place
Management 4
Is a Tourism Destination a Product? 6
Is the Tourist a Place Customer? 10
Can Tourism Places be Managed through
Market Planning? 11
How Much are we Selling Tourism Places
for? 13
Can Places be Sold for Tourism? 14
I THEORY AND CONCEPT 17
THE CONCEPT OF OPPORTUNITY SETS AS A
METHODOLOGICAL FRAMEWORK FOR THE ANALYSIS
OF SELLING TOURISM PLACES: THE INDUSTRY
VIEW 23
Mike Stabler
Introduction 23
The Concept of Opportunity Sets 23
Industry opportunity sets 24
v
Downloaded by [Sikkim University] at 04:05 01 June 2017
Contents
Consumer opportunity sets 26
Destination opportunity sets 27
The Development of Industry Opportunity
Sets 28
The consumer, industry, destination
linkage 30
A matrix approach to industry
opportunity sets 32
Profit maximisation 35
Sales maximisation 36
Market share maximisation 37
The Interrelationship of Consumer and
Industry Opportunity Sets 39
Place and the Industry Opportunity Set
Matrix 39
Conclusions 40
PEOPLE, PLACES AND PRIORITIES: OPPORTUNITY
SETS AND CONSUMERS1 HOLIDAY CHOICE 42
Peter Kent
Introduction 42
Understanding Holiday Choice 43
'The push1 - motivations 43
'The pull1 - images 44
Other factors in holiday choice 45
Opportunities and the Holidaymaker 45
A Three-Dimensional Matrix 47
Place Preference and Evaluation 48
Studies of place preference and
evaluation 49
Measuring place preference and
evaluation 50
Opportunity Sets and Choice 52
Perceived sets and consideration sets 52
The attainable set 53
Place preferences 53
Understanding a Holiday Choice using the
Matrix 55
Conclusions: People, Places and
Priorities 58
4. OPPORTUNITY SETS AS ANALYTICAL MARKETING
INSTRUMENTS: A DESTINATION AREA VIEW 63
Brian Goodall
The Opportunity Set Concept - An Application
VI
Downloaded by [Sikkim University] at 04:05 01 June 2017
Contents
to Tourist Destination Areas 63
Characteristics of destination area
opportunity sets 64
Interdependence of destination area
opportunity sets 65
Segmentation of destination area
opportunity sets 67
Penetration of Destination Area
Opportunity Sets 68
Dependency of Destination Area
Opportunity Sets 71
French Ski Resorts - A Case Study 72
The pattern of French skiing DAOSs 72
The pattern explained 79
DAOSs: An Evaluation 81
HEDONIC PRICES AND THE MARKETING OF
PACKAGE HOLIDAYS: THE CASE OF TOURISM
RESORTS IN MALAGA 85
M. Thea Sinclair, Ann Clewer and Alan Pack
Introduction 85
The Tourism Resorts 86
The Hedonic Price Model 91
Results 96
Conclusions 101
STRATEGIES FOR TOURISM DESTINATION
DEVELOPMENT: AN INVESTIGATION OF
THE ROLE OF SMALL BUSINESSES 104
Luiz Moutinho
Overview and Role Assessment 104
Research Design 107
Purpose of the study 107
Data collection 107
Hypotheses 109
Data analysis 109
Discussion of the Findings 110
Conclusion and Implications 115
Financial implications 116
The quality issue 116
Marketing implications 117
Cooperative strategies 119
Further Research 121
vii
Downloaded by [Sikkim University] at 04:05 01 June 2017
Contents
II SHAPING THE PRODUCT 123
7. LEISURE + SHOPPING = TOURISM PRODUCT MIX 128
Myriam Jansen-Verbeke
Introduction 128
Leisure Shopping and the Consumer 129
The Leisure-Shopping Mix 130
Leisure Shopping as a Planning Asset 133
Shopping Tourism Fills the Gap 135
8. THE HISTORIC CITIES OF GRONINGEN: WHICH
IS SOLD TO WHOM? 138
Gregory Ashworth
Selling Historic Cities as Tourism
Products 138
The Assumptions 139
The Case of Groningen 141
Some Historic Cities in Groningen 142
The architect's/historian's historic
city 142
The legislative historic city 145
The urban planner's and manager's
historic city 147
The tourist's historic city 151
Implications for Marketing the TouristHistoric
City 153
9. THE TOURIST DESTINATION AS PRODUCT:
THE CASE OF LANGUEDOC 156
Theo de Haan, Gregory Ashworth and
Mike Stabler
The Product 'Languedoc': The Product,
the Package and the Place 156
Languedoc-Roussillon Tourism Region 158
The destination as a facility set 160
The destination and tourist behaviour 162
The destination and tourist perception 164
Opportunity Sets and Tourist Destinations 167
viii
Downloaded by [Sikkim University] at 04:05 01 June 2017
Contents
10. DESTINATIONS - AS MARKETED IN TOUR
OPERATORS' BROCHURES 170
Brian Goodall and Jan Bergsma
The Total Tourism Product 170
Marketing the Total Tourism Product 172
Tour Operators' Brochures 174
A Content Analysis of Skiing Brochures 177
The database 177
The product image 179
The resort profile 181
Resort gradings 186
Conclusions 188
'Brochure Speak1 188
Lessons for destination areas 190
III FROM PRODUCT TO ORGANISATION 193
11. THE ORGANISATION OF TOURISM IN AUSTRIA:
MARKETING AT THE PROVINCIAL LEVEL 199
Friedrich Zimmermann
Introduction 199
Tourism in Austria 199
Structure and processes 199
Tourism policy and organisation: the
legal aspects 200
Targets and Strategic Considerations 202
Changing the Organisational Structure 203
The present organisation 204
Reorganisation of tourism administration
in Carinthia: The Carinthia
Tourism Company Ltd. 204
The Company's marketing function 206
The Carinthian Tourist Conference 207
Role of the Provincial Tourist Office 207
Outlook 208
12. PLACE PROMOTION BY TOURIST BOARDS: THE
EXAMPLE OF 'BEAUTIFUL BERKSHIRE' 209
Gill Pattinson
Regional Tourist Boards in England 209
Place Promotion and the Thames and
Chilterns Tourist Board 211
ix
Downloaded by [Sikkim University] at 04:05 01 June 2017
The Beautiful Berkshire Campaign 214
Aims and objectives of the Campaign 216
The individual promotions 218
Weekend breaks 218
Conf erences 219
Tourist attractions
The less well-known parts of the
county 220
Overseas promotion 220
An Evaluation of the Campaign 221
Applying the Lessons Elsewhere in the
Thames and Chilterns Region 223
Conclusion 224
RESEARCH INTO TOURISM MARKETS: SOME
FRISIAN EXPERIENCES 227
Ed C. van der Knijff
Introduction 227
Market Investigation and the Feasibility
of AEOLUS 228
An interpretative exhibition 229
A half-day leisure park 229
A whole-day leisure park 230
The Lauwersmeer Region and the Tourism
Market 232
Conclusions 235
MARKETING THROUGH TRAVEL AGENCIES 237
Mark Radburn and Brian Goodall
The Role of the Travel Agent 237
Local Opportunity Sets 238
The role of tour operators and travel
agents in a local opportunity set 239
A case study: the Reading area local
opportunity set 241
Spatial Filtering of IT Opportunity
Sets 245
The travel agents' commission 245
The structure of travel agency 248
National travel agency chains 248
Regional travel agency chains 250
Local chains and independent travel
agencies 250
Marketing activity of travel agencies 251
Conclusion 253
Contents
Downloaded by [Sikkim University] at 04:05 01 June 2017
Contents
IV SELLING TOURISM PLACES 257
15. THE DYNAMICS OF TOURISM PLACE MARKETING 259
Brian Goodall
Selling Tourism Places 259
Getting the Place Product Right 262
Product branding 264
Product life cycle 264
Changing the place product 266
Revitalising the place product 266
Repositioning the place product 267
Launching a new place product 267
Getting the Market for the Place
Product Right 268
Getting the Place Product Message Across 271
Getting the Place Product Price Right 275
Destinations and Marketing Control 277