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DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 9 - DESTINATION MARCOMM 2: IMC 10 - DESTINATION MARKETING PLANNING AND EXECUTION ANNOUNCEMENTS Tue, May 10 – Sustainable Destination Marketing Presentations; Dress Like a Tourist Day Wed, May 11 – written reports & presentation slide decks for client project due by midnight Thu, May12 – client presentations Fri, May 13 – Final Exam DRESS LIKE A TOURIST DAY TUESDAY, MAY 10 A CELEBRATION OF THE CUSTOMERS WHO MAKE TRAVEL / TOURISM / HOSPITALITY THE LARGEST INDUSTRY IN THE WORLD! • A FRIENDLY COMPETITION AMONG SUSTAINABILITY TEAMS IN DESTINATION MARKETING COURSE PRIZE: HONOR, GLORY & 20 € • GIFT CARD TO EACH MEMBER OF WINNING TEAM WINNING TEAM WILL BE • DETERMINED BY VOTE OF THE STAFF* *In case of tie vote, visiting faculty will cast deciding vote. Sustainable Destination Mkt Presentations Presentations in class Tues, May 10 TOURISM & HUMAN RIGHTS Sait, Thuy, Jule, Annumaria, Jaakko & Valentin NATURE-BASED TOURISM Claire, Quyen, Saara-Maija, Jutta, An & Sherif TOURISM & GLOBAL CLIMATE CHANGE Eucharia, Vy, Laura, Sara & Adela TOURISM LABOUR MARKETS Juho, My, Rene, Jannica & Nadya Instructions: Cover your talking points; tell a story; 10 min or less; Q&A to follow Sustainable Destination Mkt Presentations TOURISM & HUMAN RIGHTS • • • • Build Your Presentation Around These Talking Points Define human rights & discuss their relevance to tourism. Describe major global human rights policy & legislation & how they impact the tourism industry. Critically discuss alternative and responsible tourism in relation to human rights. Explain how tourism may improve or detract from the human rights of people living in destination communities. Sustainable Destination Mkt Presentations NATURE-BASED TOURISM Build Your Presentation Around These Talking Points • Define nature-based tourism, including an economic perspective. • Describe the impacts of nature-based tourism and identify factors that influence the level and type of impact that tourism has upon natural systems. • Critically discuss alternative forms of nature-based tourism (e.g. sustainable tourism and eco-tourism). • Describe and provide suggestions how individual tourists can play a role as practitioners of sustainable tourism. Sustainable Destination Mkt Presentations TOURISM & GLOBAL CLIMATE CHANGE Build Your Presentation Around These Talking Points • Discuss issues of responsibility and harm in relation to tourism and climate change. • Use the “Prisoner’s Dilemma” and “Tragedy of the Commons” to help explain the ethical problems of tourism in relation to climate change. • Identify and evaluate alternative solutions posed for reducing carbon emissions from the tourism industry. • Critically discuss the tensions between the environmental, social and economic impacts of touristic aviation. Sustainable Destination Mkt Presentations TOURISM LABOUR MARKETS Build Your Presentation Around These Talking Points • Discuss the tourism industry and the key features of its labour force. • Identify and discuss the main ethical issues associated with employment in this industry. • Explain and illustrate what is meant by “labour mobility” and “the employment effects of tourism.: • Describe and provide suggestions how individual tourists can address the ethical issues and concerns of labour in the tourism industry. Presentation Rubric Sustainable Destination Marketing Presentations (200 pts) Criterion Quality …of content and format Insight Ability to conceptualize, apply, and analyze relevant concepts and practices Completeness Fails < 70% Meets 71 – 89% (< 36 pts) (36-43 pts) Presentation significantly Presentation addresses digresses from the some of the prompts; prompts (Talking Points) however there are minor OR poor quality mistakes in explanation (misunderstanding of of concepts OR basic concepts) OR significant major spelling / spelling/grammatical grammatical errors errors (between 6-10) (more than 10) 2 or fewer relevant 2-4 or more relevant concepts or theories are concepts or theories are identified and applied identified and applied Requirements not Responsiveness to the accomplished by due date assignment requirements Time Management 10 min time limit exceeded by more than Exceeds 90–100% (44-50 pts) Presentation successfully addresses all prompts thoroughly. In addition, no mistakes in explanation of concepts AND no grammatical/spelling errors 4 or more relevant concepts or theories are identified and applied A majority of All requirements requirements (although accomplished by due not all) accomplished by date due date Time limited exceeded by 1 minute or less Time limit met SESSION 9 & 10 PREVIEW 9. DESTINATION MARCOMM 2: IMC 10.MARKETING PLANNING & EXECUTION Disasters, Crises and Dark Tourism Lake and Rock Experience Marketing Workshop DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 SESSION 9 & 10 PREVIEW 9. DESTINATION MARCOMM 2: IMC 10.MARKETING PLANNING & EXECUTION Disasters, Crises and Dark Tourism DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 Disasters and crises • No destination is immune to disaster – Every destination marketer should consider the possibility of a disaster at some stage in the future • Disasters can be man-made or natural – They can be short term or long term • Almost all will be unpredictable and beyond the control of the destination marketer • How the destination marketer addresses the disaster will determine the extent of the crisis that follows Oil Spill Threatens Fla. Tourism • https://youtu.be/1rKEwfr7vgU Disaster or crisis? • Disaster • Crisis – a sudden catastrophic change over which the organisation has little or no control – self-inflicted situation Figure 7.1 – Disaster or crisis? Disaster caused by such problems as inept management practises or inability to adapt to a changing environment Crisis Act of God eg Tsunami War & terrorism eg Bali bombings Other man-made Eg Global financial crisis Management failure eg inability to cope with disaster due to a lack of expertise and/or preparedness Travel advisories • • • • • All national governments have a responsibility to provide an advisory service for their citizens identifying potentially risky destinations Most countries provide regularly updated travel advisories on government websites Implications for the destination marketers in these countries are significant in terms of the damage to the image of their destination and the necessary recovery-marketing efforts The extent to which promotional efforts are negated by government travel advisories is a contentious issue Unfortunately, the negative images created by publicity surrounding a disaster can last far longer than any physical destruction to infrastructure or tourism facilities Two Possible Scenarios Disaster Travel Advisory Crisis Disaster Crisis Travel Advisory US Travel Advisories 16 US Travel Advisories 17 Video links • USA travel advisory dents Kenya tourism prospects – https://youtu.be/kD7J7bAD85M • Egyptian Tourism Industry Devastated: Political violence leaves tourism sector struggling to survive – https://youtu.be/_8tqe2_N_8s Dark tourism • AKA Thano tourism • There is a dark side to image marketing, where some travellers are attracted to the negative images of places that have suffered disasters • Visits to scenes of death and disaster appeal to some for reasons of remembrance, education or entertainment Video links • Why Death And War Have Become A Tourist Industry – https://youtu.be/DTNLHaGIae0 • Dark tourism brings light to disaster zones – https://youtu.be/NyZV6AMeoes SESSION 9 & 10 PREVIEW 9. DESTINATION MARCOMM 2: IMC 10.MARKETING PLANNING & EXECUTION Disasters, Crises and Dark Tourism Lake and Rock Experience Marketing Workshop DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 Assignment: Describe the Rock and Lake Experience for Authentic Experiencers Step 1: We are now focusing on a single EQ / Traveler Type: Authentic Experiencer. And we have new project teams organized by Rock and Lake Experience. Get together with your new teams and complete Worksheet 1: Understand Authentic Experiencers. Make sure that everyone on your team understands the Authentic Experiencer’s social and travel values, & brainstorm words that reflect these values. Step 2: Review the written materials for your assigned experience at rockandlake.com. Step 3: Write or rewrite your assigned experience in such a way that will resonate with Authentic Experiencers. Use Worksheet 2: Describe the Rock and Lake Experience to work through this step. The key outcome of today’s assignment is to describe the experiences offered on the Rock and Lake Website in such a way as to resonate with Authentic Experiencers. Three questions must be considered: • Why does it (the experience) appeal? What are the emotional triggers the Rock and Lake Experience addresses or satisfies? • What are the key components (activities) of the Rock and Lake Experience? • What is its unique selling proposition (USP)? Assignment: Describe the Rock and Lake Experience for Authentic Experiencers Cottages Outdoor Activities Fishing Boat Tours Lake Kyyvesi* *http://www.fishinginfinland.fi/lake_kyyvesi Assignment: Describe the Rock and Lake Experience Additional background material: Assignment: Describe the Rock and Lake Experience Examples: Assignment: Describe the Rock and Lake Experience for Authentic Experiencers Worksheet 1: Understand Authentic Experiencers Assignment: Describe the Rock and Lake Experience for Authentic Experiencers Use Worksheet 2: Describe the Rock and Lake Experience DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 9 - DESTINATION MARCOMM 2: IMC 10 - DESTINATION MARKETING PLANNING AND EXECUTION