Ch.3-defining tourism market and its aims
What is market research?
the systematic objective collection and analysis of data about a particular target market, competition and environment.
What is PEST analysis
political, economic, social and technological external influences
What are some examples of environmental impacts of toursim?
traffic congestion, erosion of natural resources, pollution of water and air, litter, increase in noise levels, destruction to natural wildlife systems etc.
What is described by anyone who had an interest in an organization or project?
stakeholder
what is occupancy rate?
percentage number of rooms sold calculated against the total number of rooms available.
What is defined as the general direction in which something is developing or changing?
travel trend
What is described by the number of people that a region can support without causing harm to the environment?
carrying capacity
What is the multiplier effect?
circulation of money
What is brand recall?
the ability of customers to memorize and recall brands and associated products
What is product positioning?
a market analysis tool which enhances the attractiveness of a destination.
What are the stages of the Butlers Destination Lifecycle?
1. Exploration stage
2. Involvement
3. Development
4.Consolidation
5.Stagnation
What is an example of a important analytical tool used by destinations?
competitor analysis
What is brand equity?
the value of having a well-known brand name which can be used on products and services
What is the VICE model of destination management?
Visitor, Industry, Community and Environment
What is spending power affected by?
it is affected by levels of disposable income and fluctuations in exchange rates.
What is Erik Cohen's classification of tourists based on?
The theory that tourism combines the curiosity to seek out new experiences with the need for the security of familiar reminders from home.
What is the Ansoff Matrix?
used to determine a destinations position in the market, based upon a fourfold classification.
What is a leakage?
money lost from a destination through examples like foreign labor, foreign ownerships and imports.
What are the interest groups that create a triangular relationship when tourism development issues are involved?
the host population, agents of tourism development and the tourist who come to visit the destination
What is chain of distribution?
the process of moving products and services from the provider to the customer.
What are the advantages of primary research?
data is relevant and specific to the organization, research is up-to-date and more accurate.
What is the Boston matrix?
a market analysis tool used to assess market groth rates and relative market share.
What are commercial organizations?
privately owned businesses aimed to generate profit to pay dividends to owner/shareholders
What is a destination management company?
one that uses extensive local knowledge and resources to offer a professional services in organizing and running events, assisting with transport.
What is attack brand?
a move to push a brand into the public domain