The Changing World Of Tourism Final

The Need for Destination The Need for Destination Differentiation and AuthenticityDifferentiation and Authenticity

Economic Transition

Commodities Products Services Experiences

Societal TransitionAgriculture Industrial Information Emotions

Emotions/Experiences

Information Society ------------------ New Reality

Technology Emotion

Rationalism Stories

Pragmatism Values

Physical Comfort Emotional Comfort

Marketing of Services Marketing of Experience

In the marketing of experiences, destination authenticity and character

are critical.

Destination lifecycle considerations are bringing about new destination development and redevelopment.◦ Similarities in retail offerings

Pottery Barn Gap Old Navy

◦ Similarities in dining offerings Outback Steakhouse California Pizza Kitchen

880 completed online surveys.

Questions about California resident’s behaviors, perceptions and attitudes about travel.

12%

88%

Locally owned National Brands

While on vacation, do you tend to seek out locally-owned shops and restaurants or national brands? 

Which of the following do you agree with? Vacation destinations are becoming similar

in their restaurant and retail offerings. 44% Vacation destinations are not similar in their

retail and restaurant offerings. 13% Vacation destinations have the right mix of

local offerings and national brands. 43%

2%

12%

35%

41%

11%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

DefintelyNot

ProbablyNot

Not Sure Very Likely Definitely

While on vacation, how likely are you to pay more for locally produced or locally grown products than those offered by national brands/chains? 52%

88% indicated that while on vacation, they tend to seek out locally-owned shops and restaurants rather than national brands.

44% indicated that vacation destinations are becoming similar in their restaurant and retail offerings.

52% indicated that while on vacation, they are very likely/definitely likely to pay more for locally produced or locally grown products than those offered by national brands/chains.

Mission driven/statement products◦ Organic foods◦ Locally grown and produced◦ Green◦ “I” centered buyers who value independence

that Apple has cultivated (iMac and iPod)◦ Toyota Prius, Honda Element, BMW’s Mini

Desire for new/REAL experiences◦ Sameness is boring◦ Different is exciting

Social Marketing/Web 2.0◦ Blogs, user generated content (UGC) are

naturally shaping and advancing authenticity.

◦ Visitors/consumers tell the world what they think, what they like and don’t like, and make recommendations based upon real experiences.

◦ Cannot tell visitors/consumer what to expect.

Profits◦ Business can charge a premium for

authenticity and originality.

A sense of place

A strong point of view

Serving a larger purpose

Integrity

A place people can connect with◦ Authentic experiences and local people.◦ Unique lifestyles, geography & attitude.

A place with a story◦ A real and authentic story that captures and

evokes the true essence.◦ Inspires a certain lifestyle and passion.

Authenticity emanates from a place where people have a deep passion for what they are doing or where they live.

Lifestyles/Passion = Authentic Attractions/Experiences

For everyone

Does your destination serve a greater purpose?◦ Wildlife/sea life

preservation◦ Alternative energy◦ Slow food◦ Culture◦ Environment

A destination that is what it says it is.

A destination that provides the experience it promotes.

Integrity = Real

How do you maintain authenticity when your destination grows bigger?◦ Go vertical◦ Focus on niches◦ Go deep

The need for capital investment. The need to preserve destination

authenticity and character in order to be different and to create a competitive advantage.

Creates the opportunity to invite local businesses to be involved in tourism marketing efforts in order to increase tax revenues for infrastructure and community improvements.

Destination Relevance (The Need for Change)

vs. Maintaining your Authenticity and Character

Protect and enhance Lake Tahoe’s diverse environments and ecosystems.

Support a vibrant and vital local and regional economy.

Enhance the social well being of Lake Tahoe’s communities.

Source: Tahoe Basin Regional Vision, Placed Based Planning

Focus on the experience.

• Visitors/consumers not only remember what they did, but how they felt about it.

• Emotional value is priceless.

• Every visitor wants to be a local. If locals do it, visitors want it even more.

Inventory authentic attractions◦ Events

Slow Rollers Tahoe Adventure Film

Festival◦ Retail & Restaurants

Alpen Sierra Coffee Company

Sprouts Womack’s Texas Style

BBQ Sierra Ski & Cycle Works

◦ Art & Culture Artists Local Characters Outdoor Recreation Environment/Stewardship History

Create/appoint a Community Liaison

◦ Meet with attractions/businesses to gather ideas and content for marketing initiatives.

◦ Connect attractions with lodging properties.

◦ Develop an action plan to promote authentic side.

Branding & Promotion

◦ Create an unique brand (or brand extension) that captures the essence of the authenticity & lifestyle.

◦ Create a map/signage of authentic businesses. Include on website and in printed materials.

◦ Promote through specific website, online efforts and printed materials.

Branding & Promotion continued…

◦ Initiate a blog on your destination site and encourage postings by visitors about their experience.

◦ Create/include podcasts of authentic local experiences, i.e., SF walking tours; and people.

◦ Create/promote blogroll for your destination.

◦ Create contests that feature unique businesses.

A page of aggregated links to other blogs and websites that feature recent posts, video and local or “insider” content about the destination.

Video Tours featuring local’s favorite places.

User reviews and comments about the videos.

Visitors can also submit videos.

Local and Visitor Blogs:

Real People/Real Roadtrips

Promotes Boston “neighborhoods” and their cultural elements that shape the city’s landscape and traditions.

Guide to small business districts that are the anchors of the ‘hoods and showcase city life.

Promotes cultural tourism in three “undiscovered” neighborhoods:

• Highland Park

• East Hollywood

• Leimert Park

Showcase another side of LA and cultural diversity.

Bring in tourists to boost economic development.

Focus on the Experience:◦ Where do you eat, shop, relax?◦ What is your favorite “don’t miss” event?◦ What is your local hidden gem?◦ What’s your local angle/connection/story?

Who can you partner with to help you promote a genuine experience?

Promote the experience.◦ Don’t just rent bikes. Give visitors a map and tell

them where you go, where the hot spots are, where to eat, what not to miss.

Promote authentic attractions on your website and marketing materials.

Develop reciprocal link exchanges with authentic businesses.

Initiate a blog and encourage postings by authentic businesses and visitors.

Create/include podcasts of authentic local experiences and people.

Distribute authentic business map developed by the VCB/chamber to all visitors.