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Chapter 18
Destination
Marketing
“Marketing should focus on market creation, not
market sharing”
- Regis McKenna
“To be wise, a man should read ten thousand
books and travel ten thousand miles.”
- Li Bai, Chinese poet, Tang Dynasty
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Chapter Objectives
•
Discuss the benefits of tourism
•
Explain tourism strategies and different
options for creating and investing in
tourism attractions
•
Understand how to segment and
identify visitor segments
•
Explain how central tourist agencies are
organized
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Tourism
•
Tourism is a stay of one or more nights away
from home for holidays, visitors to friends or
relatives, business conferences or any other
purpose except such things as boarding
education or semi-permanent employment
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
The Globalization of the
Tourist Industry
•
Travel is a global business with an
expanding market
•
The top ten destinations in the world
accounted for less than half the total
tourism market in 2002
•
Can you list three of the top ten
destinations in the world?
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
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