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Trends in alternative tourism and tailor-made products


Title: Missouri Association of CVBs Subject: Destination Branding Author: Alastair M. Morrison & Donald J. Anderson Last modified by: standarduser – PowerPoint PPT presentation

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Title: Trends in alternative tourism and tailor-made products

Trends in alternative tourism and tailor-made
products ecotourism, adventure tourism,
cultural, historical tourism
  • CrossTour Fair
  • A Danubian Al-TOUR-native Dream
  • 26-30 January 2012
  • Rousse, Bulgaria
  • January, 28th 2012

  • Essence of trends. General trends.
  • Alternative tourism product consumers
  • Tailor-made products - advantages
  • Current trends through experience economy and
    branding destinations

What is a trend?
  • Trends are, seen from todays point of view,
    likely developments in the future
  • which can be seen at present,
  • and of which we can reasonably assume that
  • that they will continue to exist in the future.

Emerging factors Trends in tourism demand
  • Stable demand volume with changing structure
  • Destination choice remains stable in broad
    categories (domestic, European, long-haul), but
    opportunities within these categories for single
    countries and destinations to attract more
    tourists (increasing competition)
  • Stable basic motivation, but higher expectations
    on how to realise them and greater
  • Growing consumer competence
  • New information behaviour with more sources used,
    but also with less depth

Emerging factors Trends in tourism demand
  1. Activities manifold, with the trend to realise
    more different types of activity within one trip,
    e.g. relax, culture, sports, family
  2. Duration slightly shorter
  3. Expenditures higher, but more price-sensitive
  4. Tour operators and travel agencies increase,
    especially online
  5. Accommodation higher quality expectations
    (hardware, atmosphere service)

Holiday motives of the alternative tourism
product consumers
Ø Regeneration Free time 64 Relaxation
60 Recuperate 59 Away from daily routine 58
Pleasure Sun, warmth 44 Be lazy 30 Spoil
myself 30
Partner/children Time together 54 Children 20
New experiences Fun, amusement 40 New
impressions 30 Travel around 29 Dee the world
Health / nature Healthy climate 51 Enjoy
nature 48 Health 33 Environment 30
Ø Contacts Collective activities 32 Meet the
locals 21 Making friends 19
Ø Sports Gentle sports 12 Active sports 9
below-average of all travellers, Ø average
of all travellers above-average of all
Source F.U.R RA 2007 Basis rural tourists
2006 (n1,226 10.4 m.)
Tailor-made products Advantages
  • The aim of this tour is customers to customize
    the tour package for their convenient. So this
    kind of tour also known as customizable tour
  • You have the option of booking everything that
    has to do with your tour.
  • You have the freedom to do whatever you want.
  • You are making your perfect vacation with the
    flexibility and satisfaction.
  • Saves your time and money.
  • You can get guide and personalised advice from
    the experts.

  • Definition
  • Environmentally responsible travel and visitation
    to relatively undisturbed natural areas ? to
    enjoy and appreciate nature (and any accompanying
    cultural features, both past and future)
  • Travel that promotes conservation, has low
    negative visitor impact and provides for
    beneficially active social-economic involvement
    of local populations

Ecotourism of the 21st century (1)
  • Covers unpolluted nature-based areas e.g.
    national parks, coral reefs, wetland areas
  • Tourists have responsible attitude towards what
    and whom they come into contact with in the
    nature-based areas
  • Education is part of the tourists experience
    while they enjoy and appreciate what they learn
    about nature and any accompanying traditions and
    cultures of the local communities.
  • Education also on the importance of conservation

Ecotourism of the 21st century (2)
  • Caters to small groups of tourists ? minimise
    negative impact on the natural environments and
    local communities e.g.
  • flora and fauna not disturbed
  • local communities not displaced
  • no need to clear large areas to make way for
    built up environment to accommodate droves of
  • Encourages the active involvement of local
    communities in the planning and promotion of
    ecotourism in their nature based areas e.g.
    locals serve as guides, run businesses related to
    providing accommodation, food and selling their
    crafts and works of art

Ecotourism activities
Question How frequently, would you say, have
you undertaken ecotourism activities for holidays
in the last three years, that is 2009, 2010 and
2011? Presentation of a list with 15 activities
shown here top boxes (1very often 2often)
Source F.U.R RA 2007 Basis rural tourists
2011 (n1,226 10.4 m.)
In its purest form, ecotourism today
  • minimises negative social, cultural and
    ecological impacts
  • empowers local communities in conservation and
    management of natural and cultural resources.
  • brings in economic benefits to local communities
    and directs revenue to local people living in and
    around protected areas, and
  • increases revenues for protected areas

Adventure Tourism
  • Adventure tourism is a type of niche tourism
    involving exploration or travel to remote, exotic
    and possibly hostile areas, where the traveler
    are provided a challenge, thrill or intense
  • Adventure tourism is rapidly growing in
    popularity as tourists seek unusual holidays,
    different from the typical beach vacation.
  • "adventure travel" usually include two of the
    following three components a physical activity,
    a cultural exchange or interaction, and
    engagement with nature.
  • In general, adventure tourism relies on natural,
    environmental features, such as mountains,
    rivers, forests, and the like.

What is understood by the term adventure
Question What to you personally understand by
the term adventure tourism? Source F.U.R HeRA
2011 Basis population (n 7.671 65.1 m.)
Who are the adventure tourists?
In Adventure Tourists 2011 Adventure Tourists 2011
In Domestic Abroad
Up to 29 years 14 17
30-39 years 18 14
40-59 years 32 38
60 years 36 30
0-5 years 10 6
6-13 years 21 13
14-17 years 17 19
Household income
Up to 1.499 25 20
1.500 - 2.499 44 41
2.500 31 40
Adventure tourism trends
Cultural and historical tourism
  • it involves seeking an encounter with natives or
    feeling part of the history of a place. E.g.
    visitors to art galleries seek an encounter with
    beauty, uniqueness, authenticity and
    exclusiveness whilst visitors to museum are
    seeking discovery, novelty, diversity and
    knowledge (Hall, 1995).
  • cultural practices eg rainmaking rituals,
    storytelling, witchcraft etc

Trends in the cultural and historical tourism
Question How much did you spend overall for
travel, accommodation and other
expenses? Source F.U.R RA 2007 Basis all
holiday trips 2011 (n7.596 64.4 m.) cultural
and historical tourism holidays 2006 (n1.481
12.6 m.)
Are You Confused about Cultural and Historical
Product Differentiation
A plethora of terms
Sustainable Competitive Advantage
Definition of Culture Destination Image
  • The sum of beliefs, ideas, and impressions that a
    person has of a destination (Crompton, 1979).
  • A set of cognitions and affections that represent
    an entity to an individual (Mazursky and Jacoby,
  • A mental representation of an object or place
    (Fridgen, 1987).
  • The visual or mental impression of a place, a
    product, or an experience held by the general
    public (Milman and Pizam, 1995).

Components of the new cultural destination
  • Gunn (1972) identified two components of image
  • Organic Images formed by individuals themselves
    through such things as past experiences with
    destinations, and through unbiased sources of
    information (e.g., news reports, movies,
    newspaper articles, etc.).
  • Induced Images created through information
    received from external sources, including
    destination advertising and promotion.

Current trends through brand
  • The alternative tourism product is
  • A way to communicate a destinations unique
    identity to visitors
  • A means of differentiating a destination from its
  • A uniform look that all destination partners
    can consistently use
  • A symbol, name, term or design, or combination of
    these elements

Challenges of Branding tailor-made and
alternative tourism products
  • Destinations are not a single product but
    composite products consisting of a mix of
    different components (the destination mix).
  • Destination marketers have little control over
    the destination mix they are branding.
  • There is a diverse range of organizations and
    partners involved in crafting and delivering on
    the brand.
  • Often there is a lack of enough funding for
    branding efforts.
  • Political influences may be felt.

  • The Experience Economys key words
  • Differentiation Identity values,
  • Experiences Content, dream, fantasy, variation
  • Influence Self-determination open codes
  • Social capital Community network, as well as
  • - and for the development of the integrated
    complex approach city! And the cross-bordering
    cooperation models!

Thank you very much for your attention!