05 Tourism Marketing and Promotion
05 Tourism Marketing and Promotion
05 Tourism Marketing and Promotion
other products because the tour package is a service product where instead of selling physical
goods an intangible experience is sold.
An understanding of the complexity of the tourism product concept is an essential pre-requisite
for effective tour package marketing in this context. The specific features of tourism marketing
are:
The demand for tour package is highly elastic and seasonal in nature.
Tour package is a combination of various service ingredient.
Designing, developing and marketing of tour package a number of intermediaries are
involved. Bed experience at one level can spoil the entire image of the package as well as
the tour operator.
A tourist does not only by the tour package in advance because it is consumed and felt at
the same time at a particular destination.
It is not possible to evaluate/demonstrate/sample the tour package in advance because it is
consumed and felt at the same time at a particular destination.
Review Question
1. What are the features of tourism marketing?
National tourism organization (NTO) [RvZxh় ch©Ub ms¯’v (GbwUI)]: National tourism
organization is an organization which is done by the government which is done by the
government. This type of organization can neither formulate rules and implement them. It
arranges marketing campaigns and develops all the tourism product but it cannot
involvement in tourism product of marketing.
Government (miKvi): Its marketing object is given below.
To protect nature, a social, and cultural heritage for the future generation.
To create a positive image of tourism among the people.
To increase investment in the tourism industry and in tourism plant.
Review Question
1. Explain different concepts of tourism marketing?
11. Service quality (cwi‡levi gvb). Outstanding service is necessary to have satisfied
customers and repeat business.
12. Research (M‡elYv). Developing the right tourism marketing mix depends in large
part on research.
Review Question
1. What are the factors that effects tourism marketing mix?
Tourism icons, such as the Golden Gate Bridge in San “Virginia Is for Lovers” is a destination branding
Francisco, can be used to promote travel to a given location.
Not all icons are bridges or statues, however. For example, tagline that has proven to be very successful,
the Southern Belle of Mississippi is an enduring symbol of demonstrating the value of sticking with a successful
southern hospitality. Golden Gate Bridge photo by Robert
Holmes; courtesy of the California Division of Tourism. theme over the long term. Photo courtesy of
Southern Belle photo courtesy of the Mississippi Department
of Community Development/Division of Tourism Washington, D.C., and the Capital Region, USA.
Development.
development of tourism center. ln the tourism, as the product is immovable channel refers
to the transport of customers from the point of sale(POS) to the point of service
delivery(POSD).lt includes transport system channel members.
4. Promotion (c‡`vbœwZ): It is related to informing, educating, persuading, reminding the
customers about the benefit of an organization offers. Promotion helps in maximizing the
duration of stay, frequency of visit by offering new tourists products in the same country to
areas. Advertisement, sale promotion, public relation and personal selling are the elements
of Traditional Promotional Mix.
5. People (RbMY): People plays an important role in tourism.Customer service is focus issue in
tourism. The travel agents, guides staff of travel companies, sales staff etc. are the people.
Their skill, efficiency, knowledge, motivation and customer care are very important. People
mix includes staffs, customers, and other which create tourism environment.
6. Physical evidence (kvixwiK ¯^ÿgZv): Tourism product is the combination of the tangible
product like comfortable seat while traveling, layout and design of the resort, natural service
scope, etc. The service concept needs physical evidence. Consideration is given to decor,
environment, and ambiance of the product or where the product is consumed.
7. Process (c×wZ): The operation process of the tourism firm will depend on the size of the
tourism. The attributes of a process include speed, efficiency, service time, "waiting time",
appointment system and forms and documents.
Review Question
1. Explain the production concept of tourism marketing mix.
Figure 5.2 shows the phases that a new product goes through from inception to decline:
1. introduction,
2. growth,
3. maturity,
4. saturation, and
5. decline.
Because of the rapidly changing consumer lifestyles and technological changes, the life cycle
for products and services has become shorter, but the product life cycle remains a useful
concept for strategic planning. Each stage of the product life cycle has certain marketing
requirements.
1. Introduction (cªeZ©b): The introductory phase of the product’s life cycle requires high
promotional expenditures and visibility (the most productive time to advertise a product or
service is when it is new). Operations in this period are characterized by high cost,
relatively low sales volume, and an advertising program aimed at stimulating primary
demand; in this stage of the life cycle, there will be a high percentage of failures.
2. Growth (cªe…w×): In the growth period, the product or service is being accepted by
consumers. Market acceptance means that both sales and profits rise at a rapid rate,
frequently making the market attractive to competitors. Promotional expenditures remain
high, but the promotional emphasis is on selective buying motives by trade name rather than
Chapter -5: Tourism Marketing and Promotion 257
on primary motives to try the product. During the growth stage, the number of outlets
handling the product or service usually increases. More competitors enter the marketplace,
but economies of scale are realized and prices may decline some.
3. Maturity (cwiYwZ): The mature product is well established in the marketplace. Sales may
still be increasing, but at a much slower rate; they are leveling off. At this stage of the
product’s life cycle, many outlets are selling the product or service; they are very
competitive, especially with respect to price, and firms are trying to determine ways to hold
on to their share of the market. The ski resort is an excellent example of a mature product.
After years of spectacular growth, sales are now leveling off, and the resorts are looking for
ways to hold market share and diversify.
4. Saturation (cwic…w³): In the saturation stage, sales volume reaches its peak: The product or
service has penetrated the marketplace to the greatest degree possible. Mass production and
new technology have lowered the price to make it available to almost everyone.
5. Decline (cZb): Many products stay at the saturation stage for years. However, for most
products, obsolescence sets in, and new products are introduced to replace old ones. In the
decline stage, demand obviously drops, advertising expenditures are lower, and there is
usually a smaller number of competitors. While it is possible for a product to do very well
in this stage of the product life cycle, there is not a great deal of comfort in getting a larger
share of a declining market. Hot springs resorts are a good example of a tourist product in
the decline stage. These facilities, at their peak in the 1920s, are no longer the consumer’s
idea of an “in” place to go.
Review Question
1. Explain the Product Planning and Development.
2. Explain the phases that a new product goes through from inception to decline.
Southwest Airlines is well known for its low airfares, but they also have a
reputation for going out of their way to deliver fun service to keep customers happy.
The third approach is to charge above - market prices. Premium pricing strategy must be
coupled with the best service in the industry and other features and amenities to make this
higher price attractive. Such an approach emphasizes quality, which many consumers think
is a function of price; provides higher margins; generates more revenue for promotion; and
makes better service possible. However, premium pricing reduces volume, raises overhead
costs, and encourages substitution.
Review Question
1. What are the three strategies in pricing their products?
attempt is made to appeal to the entire market. The price is set to appeal only to the top of the
market; consequently, this approach is frequently called skimming the cream. The strategy is to
sell the product to as many consumers as possible at this price level; then, as either buyer
resistance or direct competition develops, the seller will lower prices step by step. This
approach typically results in higher profits and more rapid repayment of development and
promotion costs. It also tends to invite competition. Skimming is appropriate when the product
or service has the following characteristics:
price inelasticity,
no close substitutes,
high promotion elasticity, and
distinct market segments based on price.
Review Question
1. What is price skimming?
5.15 Promotion
cªPvi
The aim of promotion activities is to create demand for a product or service. Promotion is a
broad term that includes advertising, personal selling, public relations, publicity, and sales
promotion activities such as familiarization tours, giveaways, trade shows, point of purchase,
and store displays. To sell the product, it is necessary to:
attract attention,
create interest,
create a desire, and
get action.
Either personal selling or advertising can carry out all of these steps in the selling process;
however, the two used together tend to be much more powerful. Advertising is ideally suited to
attract attention and create interest in the products and services. Personal selling is best suited to
creating desire and conviction on the part of the customer and to closing the sale. Advertising
and personal selling are even more effective when supplemented by publicity and sales
promotion activities. Familiarization tours (or “famtours,” as they are commonly called) are a
form of promotion of particular importance in the travel industry. Travel agents and other
persons who infl ence travel decisions are invited on a “ famtour” in order to become more
knowledgeable about the destination.
Review Question
1. What is publicity and sales promotion activities?
262 Fundamentals of Tourism and Hospitality Management
5.16 Advertising
weÁvcb
Advertising has been defined as any non-personal presentation of goods, ideas, or services by an
identified sponsor. In travel marketing, these paid public messages are designed to describe or
present a destination area in such a way as to attract consumers. This can be done through the
use of the major advertising media such as newspapers, magazines, direct mail, television,
outdoor, or radio. Effective advertising gains the attention of the prospective visitor, holds the
attention so the message can be communicated, and makes a lasting positive impression on the
prospect’s mind.
Review Question
1. What is advertising?
information regarding their products and services to their many potential customers. Care
must be taken, however, to ensure a well - designed Web site. Because of the ease of access
to Web sites, many firms assume that a simple listing of products and services is adequate.
This is far from true. The growing sophistication of Web site marketers means that both
innovation and functionality must be carefully built into a Web site for it to be successful.
4. Television: Television presents both an audio and a visual message and comes as close to
approximating personal selling as a mass medium can. Television requires minimal exertion
on the part of listeners and is very versatile. However, television is not a flexible medium;
commercials have a short life; and advertising on television is expensive relative to the
costs of using other media. Nevertheless, despite television’s expense, many destinations
are using television and finding it very cost effective.
5. Magazines: The major advantage of magazines is their print and graphic quality. Other
advantages are secondary readership, long life, prestige, and favorable cost per thousand
circulations. Many special - interest magazines reach specialized market segments
effectively, making it possible to target markets. Regional editions allow further selectivity,
with a minimum of waste circulation. Some of the unfavorable characteristics of magazines
are that they require long lead times and that changes cannot be made readily. Magazines
also reach the market less frequently than do newspapers, radio, and television.
6. Radio: Radio has the advantage of outstanding flexibility and relatively low cost. While the
warmth of the human voice adds a personal touch to the selling message, radio has the
disadvantage that it presents only an audio message. Tourists driving in their automobiles
are typically radio listeners, and many attractions find radio an excellent medium.
7. Outdoor Advertising: Outdoor advertising has been used with great success by many
tourism organizations. It is a flexible, low - cost medium that reaches virtually the whole
population. Outdoor advertising has the disadvantage that the message must be short;
however, it does reach travelers. An additional problem is highway signing laws, which are
making it more difficult to advertise tourism attractions.
8. Using an Advertising Agency: While promotion managers must know the fundamentals of
marketing, advertising, personal selling, and public relations, the specialized skill and
experience of an advertising agency can greatly increase business — and can do it
profitably. An advertising agency will do the following:
1. Work with ideas in copy and layout. Copy is the term used to describe written
messages; layout refers to the arrangement of copy, art, and pictures.
2. Advise on the choice of media to convey advertising messages, devising an organized
and carefully worked - out plan using newspapers, magazines, radio, TV, guidebooks,
posters, direct mail, postcards, folders, or other advertising media.
264 Fundamentals of Tourism and Hospitality Management
3. Conduct market analysis and research so that advertising efforts can be directed to the
best prospects.
4. Assist in planning and carrying out a public relations program. The advertising program
must be planned objectively by setting forth specific, achievable goals.
The advertising agency can help to establish such goals. When seeking the services of an
advertising agency, look at the agency’s experience in promoting tourism, and check its past
advertising campaigns and clients to determine the campaign’s effectiveness.
Review Question
1. What are the advantages and disadvantages of the major media of advertising?
Promoting a new tourist destination area will require more money than will promoting one with
an established clientele. The specific amount to budget for advertising and sales promotion will
depend on each situation. However, as a general rule, most resorts spend about 3 percent of
sales on media advertising and about 3 percent on other sales promotion activities.
No matter what expenditures are, efforts should be made to coordinate the promotion program
so it is consistent with the product offered and consumer expectations will be met. Word of
mouth is the least expensive, most convincing form of personal advertising. A friendly and
capable host encourages this type of communication.
Visitors who are treated as very important persons will not only come back, they will
recommend the area to their friends. All facilities, services, hospitality, and pricing policies
must be directed to this one goal - a happy, satisfied visitor.
Review Question
1. What is Advertising Budget?
Chapter -5: Tourism Marketing and Promotion 265
5.19 Research
M‡elYv
Successful tourism marketing depends in large part on research. Tourism promotion efforts
undirected by research are largely wasted effort. Unless the following characteristics are known,
advertising expenditures cannot be productive.
1. Who are the present visitors, and where do they live?
2. What do you know about their likes and dislikes?
3. Who are your potential customers, and where do they live?
4. What are their travel and vacation preferences and interests?
5. What are your visitors’ travel destination preferences?
6. What are your visitors’ preferences for shopping and entertainment?
7. What is your competitive situation?
8. What are the trends in competition?
9. What are the likely future trends in your share of the market?
10. What are the prospects for increasing demand for your area?
11. What kind(s) of marketing program(s) do you need?
12. How will these programs be implemented?
Carefully review questions of this kind; adequate answers to them are obtained only through
research. Market research can be classified into three main categories: geographic market
orientation (where present and potential visitors reside), demographic market orientation (age,
sex, levels of education, income, population distribution, family status, and similar data), and
psychographic market orientation (motivations, interest, hobbies, responsiveness to advertising,
and propensity to travel). Guidance of the subsequent marketing program will rest largely on the
results of such research, and the success of the marketing upon the adequacy of the research.
See Chapter 18 for methods of conducting tourism research.
Review Question
1. What are the questions that arises in research of tourism marketing?
advertising. In many companies, personal selling is the largest operating expense item, ranging
from about 8 to 15 percent of sales. Expenditures for salespeople’s compensation, expenses,
training, and supervision and the cost of operating sales offi ces make management of the sales
force an important task.
Personal selling is so widely used because it offers maximum flexibility. Sales representatives
tailor their presentation to each individual customer. They can tell which approaches are
working and which are not and adjust accordingly. Prospects can be identified so target market
customers are approached and efforts are not wasted.
Counterbalancing these advantages is the fact that personal selling is the most expensive means
of making contact with prospects, and productivity gains are unlikely. Another limitation is that
it is not always possible to hire the caliber of person needed for the sales job.
Because of the importance of personal selling, all staff should be sales - minded. They must be
trained to offer sales suggestions to prospects when opportunities present themselves. This
includes expert selling on the telephone; the telephone receptionist, for example, can create a
favorable image for a resort. Inquiries can often be the opening for a polite and skillful sales
effort. Obviously, an unfriendly manner can discourage customers and sales.
Review Question
1. What is personal selling?
to guests. Little things make a big difference, and the attitude of employees can make or break a
public relations effort.
Considerations for the public relations effort include being aware of public attitudes toward
present policies; ask some of the visitors for feedback. Communication is the lifeblood of good
relations. In publicizing the firm, first do good things and then tell the public about them. Above
all, give the public factual information about your area. False information is detrimental; you
must describe conditions as they exist.
Review Question
1. What is public relation?
everyone from fi tness experts to travel agents using podcasts to stimulate their
business.
An Internet marketing strategy is comprised of many tactics to grow the direct online
distribution channel. Social media is a new tool to be added to this strategy. Consumer -
generated media provides a unique value proposition to customers.
Review Question
1. Explain the strategy of internet marketing?
4. Tourists Visiting Friends and Relatives: These tourists travel to meet friends or relatives,
or to attend a celebration or gatheringl. These tourists generally plan their tours in the
breaks such as Diwali holidays, Christmas holidays, or any kind of long break when most of
the people have break.
5. Business Tourists: They are the professional tourists on the business trips. They decide for
themselves but do not spend much money. For example, a sales or a marketing person
travels to another city to attend a business fair, and business manager travels to another
country for business deals.
6. Incentive Tourists: They tour for consuming the reward they received in the form of a few
days’ family holiday package at some hotel or resort. Such rewards are generally distributed
if an employee performs outstanding to achieve the goals.
7. Health Tourists: These tourists travels to places with the agenda of health on their mind.
They travel to avail some special medical treatment, operation, surgery, medication, or
inexpensive aesthetic surgeries available in different country. Some tourists in this category
also travel if they are receiving some illness from the climate at their residence such as
Asthma.
Review Question
1. Define each of the following:
a. Tourists Travelling with Families
b. Single Tourists
c. Groups of Tourists
d. Tourists Visiting Friends and Relatives
e. Business Tourists
f. Incentive Tourists
g. Health Tourists
A marketing strategy has broad scope, looks at every possible influencing factor and sets the
overall direction for your business. A strategy tackles the question of ‘why?’ It will help you
define your vision, mission and business goals. Your business goals might be identified as:
increase awareness of your product or service
sell more products from a certain provider
reaching a new customer segment.
A marketing plan focusses on the how, when, where, who and what. It outlines the specific
steps you need to take to accomplish the goals in your marketing strategy. Your marketing goals
are based on your business goals. An example might include:
increasing market penetration – selling more to existing customers
market development – selling to new target markets.
Review Question
1. Compare between Marketing Strategy and Marketing Plan .
be able to evaluate your progress. For example, review your sales against your forecasts or
record how many leads are generated from an event.
6. A summary – key components of your marketing plan that can be used as a quick reference
to keep your goals on track.
Review Question
1. What are the contents Marketing Plan?
Globalization can also be simply described as the movement of goods, ideas, values,
and people around the world. The term was first used in the early 1950s to recognize the
increasing interdependence of economies and societies around the world. Globalization,
however, has existed for centuries by way of evolving trade routes, including the slave
trade, colonization, and immigration.Today, we are divided into separate countries, each
looking out for its own national self-interest. At the same time, other entities such
as multinational corporations cross borders, which leads to global economic and
political integration. Many benefits can result from global integration and
interdependence, but we also need to heed its negative effects.
We can look at the relationship between globalization and tourism in several ways. For
the purposes of this chapter, we will consider the impact of tourism and travel
on globalization, and the impact of globalization on tourism. But first, let’s keep in
mind why it is important for a local tour operator, general manager, or tourism business
owner to think about globalization. More importantly, let’s consider where we should
be looking to understand globalization and future trends. The rest of this chapter
will address these topics.
Review Question
1. What is Globalization?
2. What are the relationship between globalization and tourism?
citizens than there are children. In contrast, in the developing world, this is not
expected to occur until the middle of this century.
Terrorism, Safety, and Security: Terrorist attacks and political unrest globally
have certainly disrupted tourism, but not halted it. The areas most affected, of
course, are those where unrest has occurred and has been the focus of extensive
media attention.
While safety and security may not be the driving reasons for tourists selecting a
particular destination, certainly a lack of safety and security often eliminates a
location from travellers’ “wish lists.”
Safety and security for travellers is becoming more important as countries move to
protect their citizens. Government agencies around the world produce advisories
and warnings for their citizens to stay away from dangerous locations and political
unrest.
Other security requirements, such as showing passports and providing fingerprints,
have been implemented for entry into some countries. While all acts of terrorism
cannot be stopped, the tourism industry is attempting to provide as much safety and
security as it can.
Increased Awareness of New Destinations: Another influence of globalization on
tourism is a greater awareness of destinations and the range of leisure activities,
sites, and cultures to visit around the world. Generating knowledge of a destination
is obviously a key first step in marketing a destination, and this is achieved by way
of travel shows, films, blogs, and other forms of communication. The competition to
attract visitors is fierce considering the sheer number of places available for travel;
it can be easy to get lost in the noise of global competition.
Poverty: Globalization has contributed to increased demand for goods and services
and overall economic growth, with the
result of global poverty having
decreased over the years. However, at
the same time, the gap between the
richest and poorest has expanded. A
significant portion of the world’s
population is simply unable to
participate in, or benefit from,
tourism. Environmental costs are also
unevenly distributed in the world,
with poor countries lacking the resources to adapt to impacts (such as droughts,
Chapter -5: Tourism Marketing and Promotion 277
increased disease, soil erosion), and shouldering the majority of the repercussions of
phenomena such as global warming.
Review Question
1. What are the impact of globalization on tourism?
P 1. Political Trends
E 2. Environmental Trends
E 3. Economic Trends
S 4. Social and Cultural Trends
T 5. Technology
1. Political Trends: While we may be intrigued by global issues and their macro implications
on the world in which we live, we also need to pay attention to local politics and policies.
Let’s have a look at political trends from different scales.
Global Policies: According to the UNWTO report Policy and Practice for Global
Tourism, whereas “growth and development were major priorities in the period since
the 1950s.
National Policies: While from a policy perspective, countries such as New Zealand,
Australia, the United States, and the United Kingdom have embraced tourism growth
through a planned approach, tourism policy in Canada.
Tourism Industry Association of Canada, have made recommendations for strong
government policy support that could help strengthen the industry. Two key policy
reforms suggested include:
1. Changes to air travel regulations, such as increasing air access, phasing out rents
paid by airports to the federal government, and transferring airport ownership to
local authorities
2. Streamlining the travel visa issuance process, using technology to make it faster for
visitors to obtain visas and continue to pursue visa-related partnerships with other
countries
2. Environmental Trends: The United Nations Intergovernmental Panel on Climate Change
has produced irrefutable evidence that climate change is human-made. Dependence on a
global economy fuelled by population growth and ever-increasing demand for consumer
goods has led to significant debate as to how to respond to climate change, although action
is clearly required.
Environmental Impacts: In the transportation sector, drastic temperature changes from
sudden ice thaws to heatwave conditions affect highways and runways, landslides close
road systems, and rising sea levels threaten infrastructure such as airports and cruise
ship wharves.
The challenge for tourism is that our economic interdependence requires far-reaching
transportation routes, be it by air, sea, or land.
280 Fundamentals of Tourism and Hospitality Management
3. Economic Trends: Like most other industrial sectors, tourism is affected by global
economic trends. Economic uncertainties for the tourism industry have persisted, however,
leading many industry insiders to monitor several economic trends, including collaborative
consumption, shifts in emerging economies, and conscious consumerism.
growing nature of technology in our lives. Below are three cultural trends, followed by two
societal trends.
The Tourist Experience as the Good Life: Some people are motivated to travel as a
form of escape from the pressures of the globally interconnected world. Unplugging,
where a hotel or resort offers no technological access in the form of Wi-Fi, television,
or phones, is certainly one way to get people to slow down and, perhaps ironically,
reconnect with themselves and loved ones. Biking, walking, small sailboat cruises, rural
tourism, as well as the slow food movement are examples of experiences that simplify
life in order to better appreciate and enjoy it.
Travel as a Time to Bond: Visiting friends and relatives, known in the industry simply
as VFR, is a common and important subset of tourism demand worldwide. With their
busy lives, people are seeking a moment, place, and activity to share with family or
friends. In addition to the growing VFR trend is the increasing popularity of group
travel, as exemplified in the sports tourism sector (see Chapter 6 on entertainment) with
sports clubs and teams who travel together, and associations that bring together people
with shared interests in cuisine, walking, birdwatching, or other avocations.
Global Migration: Certainly a trend in globalization is the significant movement of
people around the world. For British Columbia, immigrants (35,160) and non-
permanent residents (11,949) represented the main source of population growth in
2014, along with just over 10,000 people from other provinces (BC Stats 2015). The
population of British Columbia as of January 1, 2015, was estimated at 4.6 million of
which nearly 25% are a visible minority (BC Stats 2015). The largest groups are
Chinese (10.0%), South Asian (6.4%), Filipino (2.2%), and Korean (1.2%) (British
Columbia Ministry of Attorney General, 2008).
Implications for the tourism industry include a growing need to address the challenges
of a multicultural workforce, including preconceptions related to customer service and
management. It’s important for diverse teams to be able to work well together and to
communicate well with visitors and guests.
5. Technology: For many years, technology has been strongly tied to tourism as the industry
has looked to take advantage of developments and changes, opening destinations and
providing new products and services. From the early days of Thomas Cook’s first
recognized tours, offering train rides to the seaside, to the adoption of mobile technology
today, tourism and hospitality has incorporated technological advances into all aspects of
the industry. Two key technology trends affecting tourism and hospitality today and into the
foreseeable future are mobile technology and access.
Wireless Ways: Mobile technology and wireless connections affect many aspects of the
tourism industry on a global scale. Mobile technology allows people increased freedom
to negotiate their day-to-day lives while staying connected. Mobile apps are replacing
282 Fundamentals of Tourism and Hospitality Management
the hotel concierge by providing up-to-date information, along with maps and
directions, for many of the desired activities at destinations. Wireless technology has
also given rise to location-based advertising, allowing product or service providers to
market themselves when travellers are in the general area. Internet access has become a
standard requirement for accommodations, ahead of other amenities such as in-house
restaurants or pools.
Advancing Access: Technological advances in transportation are affecting not only how
people travel to and within destinations, but also the impacts that those forms of
transportation are having on the environment. Transportation advances are also
opening more access to the world for more people.
Review Question
1. Explain global trends.
2. What is PEEST?
4. BRICS: the acronym for the BRIC countries with the addition of South Africa
5. Collaborative consumption: also known as the sharing economy, a blend of economy,
technology, and social movement where access to goods and skills is more important than
ownership (e.g., Airbnb)
6. Conscious consumerism: refers to consumers using their purchasing power to shape the
world according to their values and beliefs
7. Cultural commodification: the drive toward putting a monetary value on aspects of a
culture
8. Fad: something taken up in a finite, short amount of time — can represent a valuable
business opportunity, but investment can be risky
9. Globalization: the movement of goods, ideas, values, and people around the world
10. Homogenizing: making the same, as in the effect of tourism helping to spread Western
values, rendering one culture indistinguishable from the next
11. In country: a term to describe using a local-ownership approach in order for the wealth
generated from tourism to stay in a destination
12. International Civil Aviation Organization (ICAO): a specialized agency of the United
Nations that creates global air policy and helps to develop industry capacity and safety
13. MINTS: an acronym for the countries of Mexico, Indonesia, Nigeria, Turkey, and South
Korea
14. Organisation for Economic Co-operation and Development (OECD): an organization
31 member countries who gather to discuss a range of policy issues, with a special
committee dedicated to tourism
15. PEEST: an acronym for political, economic, environmental, social, and technological
forces
16. Tourism world-making: the way in which a place or culture is marketed and/or presented
to tourists
17. Trend: a phenomenon that influences things for a long period of time, potentially shifting
the focus or direction of industry and society in a completely different direction
18. VFR: an acronym for visiting friends and relatives; a tourism consumer market
Review Question
1. What is:
a. Asia-Pacific Economic Cooperation (APEC):
b. Authenticity of experience:
c. BRIC:
d. BRICS
284 Fundamentals of Tourism and Hospitality Management
e. Collaborative consumption
f. Conscious consumerism
g. Cultural commodification
h. Fad
i. Globalization
j. Homogenizing
k. In country
l. International Civil Aviation Organization (ICAO):
m. MINTS
n. Organisation for Economic Co-operation and Development (OECD
o. PEEST
p. Tourism world-making
q. Trend
r. VFR