The Impending Revolution in Tourism Marketing

A revolution is underway in tourism marketing, spurred by new demands from travellers and new opportunities offered by information technology.

At the Asian Tourism Conference seminar in tourism marketing, Executive Director ofthe PATA Foundation Ken Chamberlain warned that this revolution was already upon us, but that most of those in tourism marketing are only just rac­ing to the starting gate.

Tourism promotion is shifting from being "market driven" to being "customer driven" and the market-place is splintering into more and more specialized fragments, he said.

Nevertheless, Chamberlain outlined two categories of tour­ists that should be considered in any marketing strategy. The first are the Indulgent Travellers. They look for as much luxu­ry, glamour and brand name as they can afford. They like to go to a resort to relax and be pampered. To a large extent their holiday is removed from the community and natural area in which they are staying.

The second category is the Curious Travellers. They are tied of sameness of international hotels and are looking for a more individual experience. They prefer character to luxury, a genial host to a concierge and natural setting rather than a manmade one. They like to mix with the local community and experience local culture. They are looking for an experience, not a rest.

No matter which category a customer falls into, what he wants today are quick answers, plenty of choice and something that is customized to his individual needs. This is where infor­mation technology comes in.

Many in the tourism industry are afraid of the fast chang­ing world of computer technology, but Chamberlain said it is a fear that must be overcome: "There is very little option here. Information technology is not going to go away. Except for some special cases, those who do not embrace it are likely to be left behind. Information technology will increase sales, but it will also increase the level of competition. Those who suc­ceed will be those who best take advantage of what it has to offer."

Chamberlain's recommendations for climbing aboard the technology highway include connecting to CRS systems, creat­ing destination data bases, utilizing customer data bases for direct marketing and improving technology training.

A study in Hawaii indicated that by 1996, 8 per cent of all people employed in tourism would be working in information system departments, while by 2006, that figure will rise to 11 per cent.

The basic purpose of information technology in tourism, said Chamberlain, is to identify prospective buyers and, hav­ing converted them to customers, to retain their loyalty. Well organized information that can be distributed swiftly, accurately and relatively inexpensively is going to be increasingly the key to tourism marketing.

 

III. Answer the following questions to the text.

1. What is meant by tourism promotion?

2. What should be taken into consideration in marketing strategy?

3. What are the peculiarities of the Indulgent Traveller?

4. What are the peculiarities of the Curious Traveller?

5. Why is the information technology so important in tourism marketing?

 

IV. Using the information obtained from the paragraphs make an outline of the text.

V. Speak about the revolution in tourism marketing and the basic purpose of information technology in tourism.

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