DESTINATIONDESTINATIONEVOLUTIONEVOLUTION

When promoting and marketing a destination, it is When promoting and marketing a destination, it is important to know what a destination is and how it important to know what a destination is and how it evolves...evolves...Destination is born when something in the area isDestination is born when something in the area is perceived as worth visiting.perceived as worth visiting.This may be a sandy beach, a scenic view: orThis may be a sandy beach, a scenic view: ora historical remain........a historical remain........Once discovered, it starts to attract more andOnce discovered, it starts to attract more andmore visits and becomes a better known more visits and becomes a better known destination.destination. AAnn hourly visit turns into a day trip, and hourly visit turns into a day trip, and afterwards into an overnight even a fortnight stay.afterwards into an overnight even a fortnight stay.

Facilities start to emerge and changes are Facilities start to emerge and changes are seen in type quality as well as in numbers.seen in type quality as well as in numbers.As visitors increase, other business As visitors increase, other business opportunities come to realization (accelerator opportunities come to realization (accelerator effect).effect).Besides sheltering, food and beverage outlets, Besides sheltering, food and beverage outlets, social and commercial units are established.social and commercial units are established.In some cases, new developments become In some cases, new developments become more important than the original attraction more important than the original attraction and every operation gains from the combined and every operation gains from the combined pull of the total (clustering).pull of the total (clustering).ExampleExample:: Eifel tower creates many different Eifel tower creates many different operations and all of these operations gain operations and all of these operations gain from the tower. from the tower.

Promotion and marketing Promotion and marketing sstrategies trategies for a destination needs to include for a destination needs to include all the operations within the all the operations within the destination, not only one elementdestination, not only one element..

Destinations grow.....Destinations grow.....

As interest and visit frequency increase, As interest and visit frequency increase, destination tends to grow in different waysdestination tends to grow in different ways::

Linear: Linear: along a coast- linealong a coast- line

i.e. Rio de Janerio/ Ipanema beachi.e. Rio de Janerio/ Ipanema beach

Star shaped: Star shaped: Intersections creating cornersIntersections creating corners

i.e. Paris( and many metropolitan areas)i.e. Paris( and many metropolitan areas)

Radial: Radial: In circles and ringsIn circles and rings

i.e.: Wieni.e.: Wien

Any direction: Any direction: no pre-planned (chaotic no pre-planned (chaotic growth)growth)

As this growth takes place, sub-As this growth takes place, sub-destinations emergedestinations emerge

(i.e. Kowloon/Stanley Island-Hong Kong, (i.e. Kowloon/Stanley Island-Hong Kong, Manhattan/Greenwich Village- NY City,old Manhattan/Greenwich Village- NY City,old city/new city ...)city/new city ...)

This kind of growth gives birth to new This kind of growth gives birth to new destinations and require coordinated destinations and require coordinated marketing programs.marketing programs.

As the area extends its limits, the productAs the area extends its limits, the product (destination) is divided into (destination) is divided into front front and the and the back back sections.sections. The promoting activities The promoting activities need to beneed to be differentiated for these sections differentiated for these sections (i.e.(i.e. Pigalle of Paris, Soho of London, Pigalle of Paris, Soho of London, Harlem of NY City).Harlem of NY City).

A promotion and marketing strategy A promotion and marketing strategy should take into consideration theshould take into consideration the

diverse parts of the destination as a diverse parts of the destination as a whole.whole.

Elements of VisitorElements of Visitor DestinationsDestinations

Depending on the type of visitors, a traveller generating Depending on the type of visitors, a traveller generating region (TGR) carries different elements.region (TGR) carries different elements.What is necessary for business travelers is not What is necessary for business travelers is not necessary for pleasure travelers. Elements needed for a necessary for pleasure travelers. Elements needed for a pleasure destination is much more complex.pleasure destination is much more complex.Essential compononents of a destination are describedEssential compononents of a destination are describedwith 5 A’s;with 5 A’s;

ATTRACTIONS ACCESSIBILITY AMENITIESATTRACTIONS ACCESSIBILITY AMENITIESACCOMODATIONSACCOMODATIONSACTIVITIESACTIVITIES

ATTRACTIONATTRACTION’s are pull factors’s are pull factorsThe attractions can be; The attractions can be;

WildlifeWildlife Natural Natural Kruger parkKruger parkNiagara fallsNiagara falls Safari toursSafari toursAntartic icecapAntartic icecap PyramidPyramidCoral reefsCoral reefs Rain forestRain forestDessertDessert

Non-TouristicNon-Touristic Touristic Touristic

Botanic gardens Botanic gardens CasinosCasinosVillage market placeVillage market place DisneylandDisneylandZoosZoos SydneySydney

Harbour B. Harbour B. PantheonPantheon

ArtificialArtificial

Promoting and marketing strategies for a Promoting and marketing strategies for a destination should rely on the attractions destination should rely on the attractions of all kinds.of all kinds.

The product mix should include different The product mix should include different kinds of attractions. Because the visitors kinds of attractions. Because the visitors have diverse expectations.have diverse expectations.

ACCESSIBILITYACCESSIBILITY: Level of ease to get to : Level of ease to get to the destination and to be able to move the destination and to be able to move within the destination (internal within the destination (internal accessibility) is an important component.accessibility) is an important component.

Some destinations are difficult to get to Some destinations are difficult to get to and once the visitors get there, their and once the visitors get there, their mobility is limited.mobility is limited.

(i.e.Mt.AthoslGreece, Kathmandu/Nepal,Sahara (i.e.Mt.AthoslGreece, Kathmandu/Nepal,Sahara Desert,Mt. Ararat)Desert,Mt. Ararat)

On the other hand, sOn the other hand, soome destinations are me destinations are easy to get to and there is no difficulty to easy to get to and there is no difficulty to move around (i.e.Salzburg).move around (i.e.Salzburg).

Sometimes the accessibility is deliberately Sometimes the accessibility is deliberately restricted for protection purposes.restricted for protection purposes.

Marketing + Promoting strategies will differ Marketing + Promoting strategies will differ according to the level of accessibility.according to the level of accessibility.

AMENITIESAMENITIES: : FFacilities of comfort.acilities of comfort.Basic services like water, Basic services like water, electricity,sewage, electricity,sewage, disposal,toilets,police,ambulance etc. disposal,toilets,police,ambulance etc. determine the length of stay at the determine the length of stay at the destination.destination.Sometimes these amenities are Sometimes these amenities are deliberately not provided for protection deliberately not provided for protection purposes (i.e.Anzac cemeteries/Gallipoli).purposes (i.e.Anzac cemeteries/Gallipoli).InIn this case, these destinations are to be this case, these destinations are to be promoted for hourly visits rather than promoted for hourly visits rather than overnighting purposes.overnighting purposes.

ACCOMMODATIONSACCOMMODATIONS

Without accomWithout accommmodations a destination will odations a destination will only be limited to day-trippers.only be limited to day-trippers.

While some destinations offer various While some destinations offer various types of accommodation facilities, some types of accommodation facilities, some offer one style of accommodation( i.e.tent offer one style of accommodation( i.e.tent camping, cottages, tree-tops).camping, cottages, tree-tops).

Marketing strategies differ according to the Marketing strategies differ according to the variety and quality of accommodations.variety and quality of accommodations.

ACTIVITIESACTIVITIES

"What can I do while I am there?""What can I do while I am there?"

This question is asked by many visitors.This question is asked by many visitors.

A destination may have rich and varied A destination may have rich and varied (natural+man-made) attractions but if (natural+man-made) attractions but if there are no activities there, the there are no activities there, the attractiveness level will decrease for a attractiveness level will decrease for a visitor and it may turn into a boring visitor and it may turn into a boring experience.experience.

Sometimes activities are deliberately not Sometimes activities are deliberately not provided either for protection purposes or provided either for protection purposes or because the targeted visitor will wish not because the targeted visitor will wish not to have them (i.e. Many destinations of to have them (i.e. Many destinations of faith tourism).faith tourism).Promoting such a destination will have the Promoting such a destination will have the "self-discovery", "meditative" messages. "self-discovery", "meditative" messages. While rich activity destination will prefer While rich activity destination will prefer 'bring your adrenalin with you,’ "24-hour 'bring your adrenalin with you,’ "24-hour action!" messages.action!" messages.

Even the colours used will need to differ.Even the colours used will need to differ.

DESTINATION EVOLUTION MODELSDESTINATION EVOLUTION MODELS

CLASS SUCCESSION MODELCLASS SUCCESSION MODEL (Thurot) (Thurot) Evolution of a destination starts with a few 'rich Evolution of a destination starts with a few 'rich

+famous'(celebrities) visitors.+famous'(celebrities) visitors. At next stage 'upper- middle- class people follow At next stage 'upper- middle- class people follow

the foot steps of 'rich+famous'.the foot steps of 'rich+famous'. At third stage, 'middle-class' visitors start to visit At third stage, 'middle-class' visitors start to visit

the destination in masses.the destination in masses. At this stage the first two stage visitors no longer At this stage the first two stage visitors no longer

find it attractive and choose alternative find it attractive and choose alternative destinations.destinations.

PERSONALITY MODELPERSONALITY MODEL (Plog) (Plog)According to this model evolution of a According to this model evolution of a destination starts with travelers who are destination starts with travelers who are adventurous, explorative and outgoingadventurous, explorative and outgoing (allocentrics).(allocentrics).These travelers prefer undiscovered areas These travelers prefer undiscovered areas which are not announced as destinations. They which are not announced as destinations. They are the pioneers of destinations.are the pioneers of destinations.With the discovery of the allocentrics, the area With the discovery of the allocentrics, the area becomes named and movements start to make it becomes named and movements start to make it a better-known place.a better-known place.

(5A’s start to develop)(5A’s start to develop)

At this point another group of travelers become At this point another group of travelers become interested in the destination. This group is less interested in the destination. This group is less adventurous and they seek somewhat comfort adventurous and they seek somewhat comfort and security during their visits (mid-centrics).and security during their visits (mid-centrics).With the spread of the news and growing With the spread of the news and growing interest of tour organizers, entrepreneurs, and interest of tour organizers, entrepreneurs, and local authorities the area is now known by a local authorities the area is now known by a group of travelers who seek full security, group of travelers who seek full security, comfort, hlghly developed facilities+activities comfort, hlghly developed facilities+activities (psychocentrics).(psychocentrics).These people are highly cautious, inhibited and These people are highly cautious, inhibited and inward-oriented.inward-oriented.The destination receives the highest arrivals The destination receives the highest arrivals during the mid during the mid centric visitation.centric visitation.

While marketing and promoting a While marketing and promoting a destination, strategies used need to be in destination, strategies used need to be in accordance with the type of travelers accordance with the type of travelers visiting the area.visiting the area.

( ( 5* hotels are not wanted as5* hotels are not wanted as accommodation type accommodation type for allocentrifor allocentriccs)s)

A comparison of psychocentrics and A comparison of psychocentrics and allocentrics in their expectations from allocentrics in their expectations from

the destinationthe destination Psychocentrics Psychocentrics (comfort seekers)(comfort seekers)

Prefer familier destinationsPrefer familier destinationsEnjoy commonplace activiesEnjoy commonplace activiesPrefer sun+ relaxationPrefer sun+ relaxationLow activity levelLow activity levelPrefer driving to destinationPrefer driving to destinationPrefer heavy tourist accommodationsPrefer heavy tourist accommodationsPrefer family-type restaurants, tourists shopsPrefer family-type restaurants, tourists shopsPrefer complete tour packagesPrefer complete tour packagesSeek dependencySeek dependency

Allocentrics Allocentrics (adventure seekers)(adventure seekers)

Prefer non-touristy areasPrefer non-touristy areas

Like to discover new experiencesLike to discover new experiences

Prefer novel+different placesPrefer novel+different places

High activity levelHigh activity level

Prefer flying to destinationPrefer flying to destination

Prefer simple, convenient accommodationsPrefer simple, convenient accommodations

Prefer local, different food facilitiesPrefer local, different food facilities

Prefer basic tour packages Prefer basic tour packages

Seek independence +Seek independence + freedomfreedom

Implications for destination Implications for destination planners...planners...

Destination planners may use evolution models for Destination planners may use evolution models for developing marketing +promotion strategies. Sometimes developing marketing +promotion strategies. Sometimes they may want to slow-down or speed-up the evolution of they may want to slow-down or speed-up the evolution of destination.destination.LLocal planners are not in full-control of the evolution of ocal planners are not in full-control of the evolution of the destinations. External entrepreneurs influence the the destinations. External entrepreneurs influence the evolution of a destination.evolution of a destination. ''They may even take over the full-control and change the They may even take over the full-control and change the entire tourism structure of the area.entire tourism structure of the area.If the destination evolution process is mismanaged, the If the destination evolution process is mismanaged, the result may be a chaos and the life-cycle of the result may be a chaos and the life-cycle of the destination may end up to be short. destination may end up to be short.

Sustainability (long life) of a destination should Sustainability (long life) of a destination should be under the control of the hosting side, as they be under the control of the hosting side, as they don't have the luxury of having many alternative don't have the luxury of having many alternative destinations at hand as the foreign destinations at hand as the foreign eentrepreneurs ntrepreneurs do.do.

The objective of economic, socio-cultural and The objective of economic, socio-cultural and bio physical sustainability is essential for quality bio physical sustainability is essential for quality management in tourism.management in tourism.

Avoiding the destination's decline both for the Avoiding the destination's decline both for the visitor and the host community should be the visitor and the host community should be the ultimate goal. ultimate goal.