The International Marketing of Travel and Tourism: A Strategic Approach

330 Pages·1999·53.249 MB·English

by  François Vellas, Lionel Bécherel (eds.)

THE INTERNATIONAL MARKETING OF TRAVEL AND TOURISM
THE INTERNATIONAL
MARKETING OF TRAVEL
AND TOURISM
A STRATEGIC
APPROACH
Edited by
Francois Vellas and Lionel Becherel
©FrancoisVellasandLionel Becherel1999
Foreword©EduardoFayos-Sola1999
Allrightsreserved.No reproduction,copyortransmissionof
thispublication maybemadewithoutwrittenpermission.
No paragraphofthis publication maybereproduced,copiedor
transmittedsavewithwrittenpermissionorinaccordancewith
the provisionsoftheCopyright,DesignsandPatentsAct1988,or
underthe termsofanylicencepermittinglimited copyingissued
bytheCopyrightLicensingAgency,90TottenhamCourtRoad,
LondonW1POLP.
Anypersonwhodoesanyunauthorisedactinrelationtothis
publicationmaybeliabletocriminalprosecutionandcivilclaims
fordamages.
Theauthors haveassertedtheirrighttobeidentifiedasthe
authorsofthis workinaccordancewiththeCopyright,
DesignsandPatentsAct1988.
Firstpublished1999by
MACMILLANPRESSLTD
Houndmills,Basingstoke,HampshireRG216XS
andLondon
Companiesandrepresentatives
throughoutthe world
ISBN978-0-333-71759-2 ISBN 978-1-349-27486-4 (eBook)
DOI 10.1007/978-1-349-27486-4
Acataloguerecordforthisbookisavailable
from the BritishLibrary.
Thisbookisprintedonpapersuitableforrecyclingand
madefrom fully managedandsustainedforestsources.
10 9 8 7 6 5 4 3 2 1
08 07 06 05 04 03 02 01 00 99
Editingandoriginationby
AardvarkEditorial,Mendham,Suffolk
CONTENTS
ListofFigures ix
ListofTables xi
ListofBoxes xiii
NotesontheContributors xv
ForewardbyEduardoFayos-Solci xvii
Acknowledgements xviii
Introduction xix
Plan ofthebook xxi
PART1 OVERVIEWOFINTERNATIONALTOURISM MARKETING
PRINCIPLES 1
1 TheMarketingConceptand InternationalTourismMarketing 1
Lionel BecherelandFrancois Vel/as
DefinitionsofMarketing 5
TourismandInternationalMarketing 9
Globalisation,DeregulationandTechnologicalAdvances 22
The EvolutionofMarketingandTourismMarketing 25
Strategy 27
References and FurtherReading 33
2 StrategicAnalysisand StrategyFormulation 37
Lionel Becherel
StrategicMarketingPlanning 37
Understandingthe Business and DefiningtheOrganisation's
Mission- the CorporateMissionStatement- WhatIsIt That
WeWant? 40
The MarketingAudit- Understandingthe Existing Situation-
WhereAreWeNow? 45
Forecastingthe Futureand MakingAssumptions.Setting
MarketingObjectives- Where DoWeWant ToGo? 74
DefiningOperationalStrategies:The MarketingMix-
OperationalProgrammes- BudgetsandResources 97
Monitoringand Controllingthe Plan 103
References and FurtherReading 104
v
CONTENTS
PART2 ISSUES AND TRENDS IN CONTEMPORARYTOURISM MARKETING
3 TheImpactofTechnologyon TourismMarketing,E-commerce
and DatabaseMarketing 111
PhilipAlford
TheImpactofTechnology on CompetitiveStrategyin the
Tourism Industry 111
TheGrowthofE-Commerce 112
CustomerProfiling 115
DatabaseMarketing 116
References and FurtherReading 118
4 'Green'Strategiesin theTourismand HospitalityIndustries 121
DimitriosDiamantisandAdeleLadkin
Green StrategicIssues inTourism and Hospitality 121
OverviewofGreen Initiativesinthe Tourism and
HospitalitySectors 121
Trends inthe Green Sector 129
Green Strategies 132
Conclusions 139
Referencesand FurtherReading 140
5 The InfluenceofHumanResourceson TourismMarketing 145
Edith Szivas
Introduction 145
APortraitofTourism Employment 145
StrategicIssues inTourism and theirEffectson
HumanResources 150
NewApproaches toHumanResource Strategy 153
Conclusions 154
Referencesand FurtherReading 154
6 Managingthe ServiceEncounter:ConsistentHigh-Quality
DeliveryThrough'InternalMarketing' 159
GemmaMcGrath
Introduction 159
Section 1:TheTourism Product 160
OperationalImplicationsfor the Service Encounter 161
CompetingonServiceQuality 163
ManagerialPowerResources 163
Managingthe Service Encounter 166
Section2:Internaland InteractiveMarketing:TwoSteps
Closer toMotivation 168
Section3:OrganisationalStructureand Culture 170
Section 4:InternationalHospitalityOperationsinLess
DevelopedAreas 173
Conclusions 176
Acknowledgement 176
References and FurtherReading 176
vi
CONTENTS
PART 3 STRATEGIC MARKETING IN THETOURISM SECTORS 181
7 StrategicMarketingof TourismDestinations 183
RichardBatchelor
DestinationDefined 183
DestinationMarketers 184
Who isthe Destination'sCustomer? 184
The Destination'sStrategicVision 185
Definingthe Destination'sMarketingRemit 186
DestinationImage 187
DestinationMarketingObjectivesandTargets 189
Brandingthe Destination 190
MarketSegmentationand Prioritisation 192
Monitoringand Evaluation 193
Referencesand FurtherReading 195
8 StrategicMarketingin the HospitalitySector 199
TimKnowles
HotelSectorOverview 199
Sector Trends 202
StrategicResponses 206
Summary 211
ReferencesandFurtherReading 212
9 StrategicMarketingin the AirTransportSector 215
Francois Vel/as
Introduction 215
Overviewof the Sector 215
Trendsin theAir TransportSector 216
Strategiesin the AirTransportSector 224
StructuralChangesin InternationalMarketing
StrategiesofAirlineCompanies 235
Conclusion 244
Referencesand FurtherReading 244
10 StrategicMarketingintheTourOperatorSector 249
TimKnowlesandPeterGrabowski
SectorOverview 249
Sector Trends 254
StrategicResponses 258
Summary 261
Acknowledgement 262
Referencesand FurtherReading 262
11 StrategicMarketingin theTravelAgentSector 265
JEnriqueBigneandLuisaAndreu
Objectives 265
Introduction 265
vii
CONTENTS
OverviewoftheTravelAgency Sector 266
Trendsin theTravelAgency Sector 271
Strategic Responseto theTrends:Strategic Choices
andAlternatives 287
The FutureRoleoftheTravelAgency 296
Referencesand FurtherReading 297
12 AWord ofConclusion 301
LionelBecherelandFrancoisVel/as
Tourism:AnIndustryStillin itsInfancy 301
AChangingMarket 302
Destinations 306
Tourism Productsinthe Future 307
Technology 310
Green Issues inthe Future 310
Internationaland NationalTourism MarketingPolicies 311
DevelopingTrendsinHospitality 312
What Doesthe FutureHold forTravelAgencies? 313
FutureDevelopmentsintheAirline Industry 313
Referencesand FurtherReading 315
Index 317
viii
LIST OF FIGURES
1.1 The marketingdepartmentat the centreofthe organisation 8
1.2 Allbusinessfunctions involvedin marketing 9
1.3 The tourismdestinationand internationaltourism 11
1.4 The differentstrategiclevels 27
1.5 Strategyand tactics are complementary 28
2.1 The strategicplanningprocess 39
2.2 The strategicmarketingplanningprocess 39
2.3 TheAshridgestrategicmanagementmission model 41
2.4 The productlifecycle 50
2.5 The intensityofrivalryand the industrylifecycle 52
2.6 GeneralElectricproduct portfolioanalysismodel 56
2.7 Aperceptualmap 64
2.8 The complexdecision-makingprocess 66
2.9 Ansoff'smarketexpansionmatrix 77
2.10Exampleofa perceptualmapofhotels at adestination 79
2.11 The gameand the valuenet 91
4.1 Modelofsustainabilityand the roleofindicators 130
4.2 The greenstrategicmanagementprocess 134
6.1 Invertingthe labourtriangle: customer-contactemployees
and customersare centrestagewhilemanagementare
behindthe scenes 167
6.2 Marketinginservice industries:balancein the
marketingeffort 168
6.3 Internalmarketingasastrategicmarketingtool for
highservicequality 169
6.4 The widerimplicationsforadestinationofsuccessfulservice 175
ix
LIST OF FIGURES
9.1 Asia/Pacificshareofworld traffic 219
9.2 Trafficfrom NorthAmericaonseleced transPacificroutes 220
9.3 The hubandspokesystem 225
9.4 Patternofarrivals and departuresoflong-andshort-haul
flightsduringa2hour30minutetimeblock 225
9.5 Exampleoftime blocks duringaday 226
9.6 Airportorganisation strategylinked withairlinehuband
spokestrategy 227
9.7 Airport not organised forthehubandspokesystem 228
9.8 Price declines 234
9.9 GDSand commercialisationoftourism products 239
9.10 GeographicaldistributionofGDSs 241
9.11 Three phasesinthe commercialisationof the tourism
productvia aGDSonthe Internet 242
11.1 Thetourism distributionsystem 266
11.2 Mainglobaldistributionsystems(GDSs) 268
12.1The emergenceofnew destinations 303
x