Chapter
13
CONTEMPORARY
ISSUES IN
TOURISM AND
HOSPITALITY
MARKETING
Prepared by
Simon Hudson, Haskayne School of Business
University of Calgary
and
Marion Joppe, University of Guelph
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Copyright © 2009 by Nelson Education Limited.
Contemporary Issues in Tourism and Hospitality
Marketing
Chapter
13
Topics
• Trends in tourism and hospitality marketing
• Marketing tourism in the experiential
economy
• Growing importance of responsible
marketing
• Application of cause-related marketing in
tourism
• Marketing of sport and adventure tourism
• Marketing of tourism at times of crisis
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Contemporary Issues in Tourism and Hospitality
Marketing
Chapter
13
Tourism Marketing Trends
Growth trends
• Tourism is expected to grow 4.5 percent annually over the next
decade
• China will soon be most popular destination
• By 2020, an estimated 50 million Indians will tour overseas
• Business travel from, and among, developing countries will
grow more rapidly than business market
• Two growth areas: China and India
• Certain sectors will grow faster than others, for example, cruise
industry
• Global competition for travellers will continue to erode
Canada’s traditional travel markets
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Copyright © 2009 by Nelson Education Limited.
Contemporary Issues in Tourism and Hospitality
Marketing
Chapter
13
Tourism Marketing Trends
• Demographic trends
– over the next 20 years, key markets for outbound
travel will remain Europe, Asia, and the Americas
– significant implications of demographic change in
this century is aging of world’s population
– world median age is projected to rise from 26
years in 2000 to 44 years by 2100 (see Table
13.1 for Canada’s forecast age structure)
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Contemporary Issues in Tourism and Hospitality
Marketing
Chapter
13
Forecast Age Structure of the
Canadian Population (000s)
Table 13.1
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Contemporary Issues in Tourism and Hospitality
Marketing
Chapter
13
Tourism Marketing Trends
• Behavioural trends
– life caching
• the increasing desire of individuals to convert those
experiences into images and stories, which in return
enable them to engage others
• rapid improvements in technology allow consumers to
capture, store, collect, and display their holiday
experiences to friends or family
– technology affects the way travel is purchased
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Contemporary Issues in Tourism and Hospitality
Marketing
Chapter
13
Tourism Marketing in the
Experiential Economy
• Experiential marketing
– marketing initiatives that give consumers
in-depth experiences to provide them
with sufficient information to make a
purchase decision
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Contemporary Issues in Tourism and Hospitality
Marketing
Chapter
13
Tourism Marketing in the
Experiential Economy
• Tryvertising
– emerging variation on product placement
– practice of making consumers familiar with
products and services by trying them out, so
they can make a purchase decision based on
experience
– Example: Hotels partner with luxury car makers
to offer high-end model test drives to guests
during their stay
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Contemporary Issues in Tourism and Hospitality
Marketing
Chapter
13
Responsible Marketing of Tourism
• Sustainable tourism
– tourism that can maintain its viability in an
area indefinitely and does not damage the
environment
– Profile: Machu Picchu, Peru
– Snapshot: Praia Do Forte, Brazil
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Contemporary Issues in Tourism and Hospitality
Marketing
Chapter
13
Responsible Marketing of Tourism
• Responsible environmental marketing
– the balancing of environmental initiatives
and environmental communication in
order to achieve sustainable competitive
advantage
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Contemporary Issues in Tourism and Hospitality
Marketing
Chapter
13
A Model of Responsible Marketing
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Copyright © 2009 by Nelson Education Limited.
Contemporary Issues in Tourism and Hospitality
Marketing
Chapter
13
Cause-related Marketing in Tourism
• Cause-related marketing
– Corporate philanthropy organized to
increase the bottom line
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Contemporary Issues in Tourism and Hospitality
Marketing
Chapter
13
Branding Approaches to CauseRelated Marketing
Table 13.2
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Contemporary Issues in Tourism and Hospitality
Marketing
Chapter
13
Marketing Sport and Adventure
Tourism
• Sport tourism
– travel away from a person’s primary
residence to participate in a sporting
activity for recreation or competition; travel
to observe sport at the grass roots or elite
level; and travel to visit a sport attraction
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Contemporary Issues in Tourism and Hospitality
Marketing
Chapter
13
Five Areas of Sport Tourism
•
•
•
•
•
Attractions (e.g., Hockey Hall of Fame)
Resorts (e.g., golf and tennis resorts)
Cruises
Tours (e.g., Roadtrips)
Events (e.g., Olympics)
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Contemporary Issues in Tourism and Hospitality
Marketing
Chapter
13
Marketing Sport and Adventure
Tourism
• Adventure tourism
– Brings together travel, sport, and outdoor
recreation
– Classified into “hard” and “soft” adventure
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Contemporary Issues in Tourism and Hospitality
Marketing
Chapter
13
The Role of Marketing in Crisis
Management
• Destination crisis
– The result of external factors beyond the
control of managers and authorities
negatively affecting the appeal and
marketability of a destination
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Contemporary Issues in Tourism and Hospitality
Marketing
Chapter
13
The Role of Marketing in Crisis
Management
Responding to crisis
1. Establish a crisis management team
2. Promote the destination during and
after the crisis
3. Monitor recovery and analyzing the
crisis experience
13-18
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