TourismAll About Geography, Human Elective, Chapter 1, p.2 - 91

Factors affecting tourism (p.20)

Factors affecting tourism:

•Like shopping, tourism is heavily controlled by a few ‘key players’.

• Imagine each country/city/place as ‘products’ for sale.

•Their popularity depends on:− how well they are packaged− The way they are promoted − how well-reviewed they are

Discuss

• Imagine yourself as a new store owner.− What are some of the things

that you will need to do to attract shoppers to your store?

− What sort of people will you need to hire?

− Now imagine that ‘store’ as a country. How would you go about promoting a country?

Roles of different groups:

Government Media

International Organisations

Travel Writers

Key Players:

Roles of different groups

•Governments (p.20)− Often directly involved in:o Planningo Fundingo Building infrastructureo Ensuring safety and securityo Campaigns and promotions

− Usually done through specialist agencies set up to devise strategies for tourism

Case Study:

Singapore Tourism Board (STB)

• The govt. agency in Singapore in charge of promoting and developing tourism.

• Notable projects:− Created the ‘Merlion’ as a symbol of

Singapore.− Promoted the development of numerous

infrastructure, including hotels and attractions such as the Jurong Bird Park and Sentosa.

− Established offices around the globe to market Singapore as a destination.

Case study: Singapore

Tourism Board (STB)

Tennis: Singapore takes

over from Istanbul as hosts

of WTA Championships

until 2018

STB launches Singapore Food Guide for Hong KongersSTB launches third phase of

‘Singapore: The Holiday You Take

Home With You’ campaign in India

Working with other agencies to promote Singapore

E.g. Singapore Stopover Holiday by STB, SIA and CAG

SIA, STB launch new $4 million tie-up

Singapore Airlines and the Singapore Tourism Board have launched a new campaign to attract more visitors to Singapore.

The partnership, which runs till June 30, 2015, entails a global marketing collaboration between the two parties that targets, for the first time, a broad spectrum of leisure, cruise and business visitors

A total of $4 million will be

invested in joint campaigns across the globe, SIA and STB said on Wednesday.

The focus will be Australia, China, Germany, India, Japan, Britiain and the United States of America.

See more at: http://www.straitstimes.com/news/singapore/transport/story/sia-stb-launch-new-4-million-tie-20140430#sthash.9uD4aGGy.dpuf

Published on Apr 30, 2014 11:23 AM

YourSingapore.com - Best Website Design, MARKies 2011 Awards, Marketing Magazine

Assignment:

• Go to the STB website.

• Click on:− About STB > What we do >

Marketing Singapore.

• Summarize in ~ 50 words what the ‘YourSingapore’ Campaign is all about and

• Give 2 examples of its ‘customised integrated marketing campaigns’− Each example ~ 50 words

However…

•Governments can also restrict tourists by making it difficult for them to obtain a VISA− E.g. North Korea, Saudi

Arabia

North Korean VISA• South Korean tourists are not permitted in the north.

• Potential tourists from Israel, America and Japan may face difficulties.− Even those that can get in, whatever

their nationality, face being escorted by North Korean ‘guides’ throughout their stay.

• If you're a journalist, prepare to be disappointed.

Saudi Arabia VISA• Tourist visas are notoriously

difficult to get hold of in this country.

• Unmarried couples are unable to travel together alone; they must be part of a group and named as ‘individuals’.

• Women under 30 must be accompanied by their husband or brother.

Question:

Read the article in Fig 1.24a) Why is Tourism

Australia increasing its marketing spending in China?

b) What is the size and potential of the market for Chinese tourists to Australia?

Roles of different groups:

Government Media

International Organisations

Travel Writers

Key Players:

Roles of different groups

•Media (p.21)− Channels through which information

are communicated to the public:o Radioo Televisiono Newspapers and magazineso Internet

• Features documentaries, reality, and how-to shows related to travel and leisure

• Almost 83% of households with television in the USA receive the Travel Channel.

“US government shutdown closes tourist attractions”

Roles of different groups:

Government Media

International Organisations

Travel Writers

Key Players:

Roles of different groups:

•Travel Writers (p.23)− People who write reviews of places

they have visited− Can range from paid professionals

to user reviews− Note (p.24):o Access websites that are credible.o Opinions can differ!o Watch out for potentially biased

reviews.

Review ofPhuket Town Weekend Night Market:

Review ofPhuket Town Weekend Night Market:

Roles of different groups:

Government Media

International Organisations

Travel Writers

Key Players:

Roles of different groups:• International Organizations

− Refer to a group of countries that work together for a common purpose, in this case, to promote the sustainable growth of tourism.

− Examples (see p.22):o OECD Tourism Committeeo UNWTOo WHO

− Reports produced encourage or discourage tourists in visiting a place

International organisations

•Example: UNWTO− Promotes tourism as a way of spurring

economic growth and environmental sustainability

− Strives to improve tourism knowledge and tourism policies worldwide

− Introduced a Global Code of Ethics for Tourism, which promotes tourism as a means of achieving the United Nations Millennium Development Goals (MDGs)

Similarities and differences between the goals of the OECD Tourism Committee and

UNWTO

OECD UNWTO

Works primarily with governments, as well as international organisations such as the UNWTO and the International Labour Organization

Works primarily with private organisations, including tourism organisations and the academic community, as well as governments

Has 38 member countries, mostly developed countries

Has 154 member countries

Provides tourism statistics from OECD members and selected non-members

Provides tourism statistics from its 154 member countries

Promotes tourism as a tool for national growth and job creation

Promotes sustainable tourism development and tourism as a tool for poverty reduction, and job and business creation

International organisations

•Mainly act as advisors to governments.− Produce reports to help them make

better decisions about how to promote tourism in their country.

− Are not involved in the promotion or marketing campaigns themselves.

− Reports can also encourage or discourage tourists in visiting a place

• Governments of countries do most of the marketing and promotions

• The media helps to highlight events that can either encourage or discourage travel to certain countries

• International Organisations do research and provide advice to countries regarding the development of tourism their country

• Travel writers use personal experiences to document their travels which can either encourage or discourage travel to certain countries

In summary

Case study: Attracting China

Chinese tourists top spenders in Singapore

Singapore is seeing Chinese visitors in record numbers as it welcomed 1.24 million Chinese visitors for the first half of last year, a hefty 27 percent rise from the same period the previous year.

For the first time, the Chinese emerged as the biggest spenders, overtaking Indonesian visitors.

Singapore Tourism Board (STB) figures show that Chinese visitors spent almost

1.52 billion Singapore dollars (1.2 billion US dollars) in the first half of last year, 3 percent more than Indonesians. This excludes what they spent on sightseeing and entertainment.

Just four years ago, Indonesian visitors chalked up nearly 1 billion more US dollars in tourism receipts than Chinese visitors. Indonesians had been the biggest-spending visitors here since 2007.

Xinhua | February 09, 2014 13:01http://www.globaltimes.cn/NEWS/tabid/99/ID/841314/Chinese-tourists-top-spenders-in-Singapore.aspx

“Rolling Out the Red Packet”

4 countries, 4 case studies

Question

•How are different countries changing themselves to cater to the rising affluence of the Chinese?

By now…•You should be able to answer the following:− Who are tourists?− How do tourist destinations differ

from one another?− What are the different groups of

people involved in promoting tourism in a country?

LDQ

•Given the rising influence of the media, are governments still relevant in the promotion of tourism as an industry?

•Support your answer with reference to named examples− i.e. specific and well-elaborated case

studies

Pit Stop 5 & Worksheet 1