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Tourism Marketing Essay Example

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Tourism Marketing

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(3) (See Table I – The Changing Hawaii Visitor at a Glance - % of Total Arrivals on page 9)Despite the increase in both domestic and international travel by air, development of Hawaii’s tourism industry is still not good considering since the visitor spending is way below the level that the country received back in 1999.The growth of tourism industry worldwide resulted to the continuous expansion in the consumers’ choice of destination. Due to tight competition, tourism in Hawaii needs to remain competitive in the global marketplace in terms of implementing an effective positioning strategy in each destination places and offering an affordable price or tourist packages to the consumers.Calantone et al. (1989) stated that proper management in tourism is necessary in creating a distinctive image or an outstanding perception with regards to a specific tourist destination. (5) Good destination images play a critical role in designing and implementing good marketing strategies for tourism. Normally, a destination with an attractive image is more likely to be preferred by most of the international travelers.Aiming to encourage prospective tourists in choosing a destination, a lot of tourist companies heavily rely on using promotional literature such as travel brochures and posters, newspapers or magazine print ads, television ads, and/or the advertisements on the Internet.Colorful destination images are effective in creating a positive impression on consumers. It has an impact on the preferences of the decision-maker. Sometimes, a good feedback coming from the word-of-mouth advertising is also one of the effective ways of encouraging the tourists to choose a specific destination.Based on a survey that was conducted to measure the overall rating of the most recent vacation to Hawaii, majority of the visitors rate their trip to the country as excellent. (8) Roughly two-thirds or 67.4% of the visitors coming from the U. reported to have a positive experienced during their most recent trip. The slight decline in the number of U. visitors from 72.4% in 2003 down to 67.4% in 2005 may indicate either a slight decline in satisfaction or due to some economic difficulty in the U. (See Chart I – TheVisitor satisfaction is an indicator of tourism industry performance. When Hawaii’s tourism receives good feedback on the services received by the travelers in each destination point, there is a higher chance that Hawaii tourism will achieve

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References

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1 Jafari, J. (2003) ‘Research and Scholarship: The Basis of Tourism Education’ The Journal of Tourism Studies. 2003;14(1):6 – 16.

2 Schaefers, A. (2005) ‘2004 Arrivals Near Record: Domestic Visitor Arrivals Hit a Record Last Year, But an Overall Increase in Tourism Spending has not Kept Up with Inflation’ Business Starbulletin.com. January 25, 2005.

3 DBEDT (2007) ‘Historical Visitor Statistics’ Department of Business, Economic Development & Tourism.

4 Echtner CM, Ritchie BJR (2003) ‘The Meaning and Measurement of Destination Image’ The Journal of Tourism Studies. 2003;14(1):37 – 48.

5 Calantone RJ, Di Benetto CA, Hakam A, Bojanic DC (1989) ‘Multiple Multinational Tourism Positioning Using Correspondence Analysis’ in Echtner CM, Ritchie BJR (Eds) ‘The Meaning and Measurement of Destination Image’ The Journal of Tourism Studies. 2003;14(1):37 – 48.

6 Woodside AG and Lysonski S (1989) ‘A General Model of Traveller Destination Choice’ in Echtner CM, Ritchie BJR (Eds) ‘The Meaning and Measurement of Destination Image’ The Journal of Tourism Studies. 2003;14(1):37 – 48.

7 DBEDT (2005) ‘Visitor Satisfaction & Activity Report’ State of Hawaii – Department of Business, Economic Development & Tourism. Research & Economic Analysis Division.

8 Innskeep E. (1987) ‘Environmental Planning for Tourism’ in Butler RW and Waldbrook LA (Ed) ‘A New Planning Tool: The Tourism Opportunity Spectrum’ The Journal of Tourism Studies. 2003;14(1):21 – 32.

9 Kyriaki K. and Vogt C. (2006) ‘A Structural Analysis of Destination Travel Intentions as a Function of Web Site Features’ Journal of Travel Research. 2006;45:204 – 216.

10 Ha M. and Love C. (2005) ‘Exploring Content and Design Factors Associated with Convention and Visitors Bureau Web Site Development: An Analysis of Recognition by Meeting Planners’ Journal of Convention and Event Tourism. in Kyriaki K. and Vogt C. (eds) ‘A Structural Analysis of Destination Travel Intentions as a Function of Web Site Features’ Journal of Travel Research. 2006;45:204 – 216.

11 Kline SF, Morrison AM, St. John A. (2004) ‘Exploring Bed and Breakfast Web Sites: A Balanced Scorecard Approach’ in Kyriaki K. and Vogt C. (eds) ‘A Structural Analysis of Destination Travel Intentions as a Function of Web Site Features’ Journal of Travel Research. 2006;45:204 – 216.

12 Morrison AM, Taylor SJ, Douglas A. (2004) ‘Web Site Evaluation in Tourism and Hospitality: The Art is not Yet Started’ in Kyriaki K. and Vogt C. (eds) ‘A Structural Analysis of Destination Travel Intentions as a Function of Web Site Features’ Journal of Travel Research. 2006;45:204 – 216.

13 Yuan J, Morrison AM, Linton S. (2004) ‘Marketing Small Wineries: An Exploratory Approach to Web Site Evaluation’ in Kyriaki K. and Vogt C. (eds) ‘A Structural Analysis of Destination Travel Intentions as a Function of Web Site Features’ Journal of Travel Research. 2006;45:204 – 216.

14 Perue, R. (2001) ‘Internet Site Evaluations: The Influence of Behavioral Experience, Existing Images and Selected Web Site Characteristics’ in Kyriaki K. and Vogt C. (eds) ‘A Structural Analysis of Destination Travel Intentions as a Function of Web Site Features’ Journal of Travel Research. 2006;45:204 – 216.

15 Felsenstein, D. and Fleischer, A. (2003) ‘Local Festivals and Tourism Promotion: The Role of Public Assistance and Visitor Expenditure’ Journal of Travel Research. 2003;41:385 – 392.

16 DBEDT (2005) ‘2005 Annual Visitor Research Report’ State of Hawaii – Department of Business, Economic Development & Tourism.

17 Butler RW and Waldbrook LA (2003) ‘A New Planning Tool: The Tourism Opportunity Spectrum’ The Journal of Tourism Studies. 2003;14(1):21 – 32.

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preview essay on Tourism Marketing
  • Pages: 6 (1500 words)
  • Document Type: Essay
  • Subject: Unsorted
  • Level: Undergraduate
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