INSIGHT: Destinations ignore - at their own peril - serious recognition, partnering and marketing of these sometimes overlooked 'non profit' or 'free of charge/public' visitor experiences - which in reality can often comprise their best opportunity to attract visitors, even though not always viewed as standard or formal (profit motivated) tourism industry businesses. At times they are only viewed as offering (unfair or 'advantaged/subsidized') competition over their commercial equivalents. But their importance to the destination at large and potentially different market segments should nevertheless always be fully recognized. - Bruce Dickson (TDS) Product development (and product lifecycle) "The development of marketable tourism experiences, attractions and  facilities, each of which will (unless found to be not marketable) subsequently pass through a  'product lifecycle' - commonly based on an initial period of growth that will later plateau in the face of competition & other factors, and be followed by a period of potential but not necessarily inevitable decline.”   INSIGHT: For such a decline to be arrested, or avoided, a conscious product  renewal or enhancement process must occur, which if well conceived can also serve to re-initiate the lifecycle process, resulting in a new phase of growth. - Bruce Dickson, Tourism  Development Solutions (TDS)     Psychographics (Psychographic research) 1. "Describe people’s psychological, as distinct from physical characteristics. Psychographics identify personality characteristics and attitudes that affect a person's lifestyle and purchasing behavior.” (Source: Metronewsmedianet) 2. “A more sophisticated form of demographics that includes information about the psychological and sociological characteristics of media consumers such as attitudes, values, emotional responses and ideological beliefs.” (Source: Center for Media Literacy) INSIGHTS: “Psychographics provide more in-depth psychological and spiritual profiles of prospective visitor markets and target segments - including their values, habits, attitudes, characteristics, interests, perceptions, and lifestyle - that result in greater understanding of them as customers. Normally specific insights are also being sought into those behavior patterns & stages (e.g. trip planning and decision-making before, during and after a visit) that assist in a more practical & strategic way in knowing who the best prospects will be; how, when and where to most effectively reach them; and how to better respond to (and satisfy) their needs - in a knowing, planned, successful and highly appreciated way.”  -  Bruce Dickson, Tourism Development Solutions (TDS)
Tourism Definitions (5) Glossary of tourism industry terms Prepared by Tourism Development Solutions (TDS)                Listed in alphabetical order Positioning/Product positioning 1. Basic: "The matching of the product with the needs and wants of the target segment." (Source: Tourism Tasmania) 2. “The development of a clear, unique and attractive image for a company and/ or product in the minds of target customers.”  (Source: Alberta Tourism, Parks, Recreation and Culture)   3. “The consumer perception of a product, a service or what a destination ‘offers’ to visitors (according to pre- determined criteria such as its desired benefits and qualities), when compared to its relevant competitors.” - Bruce Dickson, Tourism Development Solutions (TDS)   INSIGHTS: “Positioning is concerned with developing and sustaining the product’s brand perception in the minds of prospective visitors, in highly positive and appealing ways - such that they come to mentally and emotionally rate it more highly in terms of key factors such as satisfaction, value, reliability, comparative status and overall quality.   This may also involve targeting and claiming a relevant market niche for the product, while mindful of the traditional companion marketing needs such as - price, promotion, partnerships, packaging, customer benefits & needs, the competitive context, etc.” - Bruce Dickson (TDS)      Penetration "A product's share of a particular market - to increase penetration is to increase one's share of that particular market." (Source: Tourism Tasmania)   Product (Tourism product)  "A for profit tourism business (or visitor experience) such as a tourism attraction, tour, accommodation or hire company, but also a 'not for profit' tourism or visitor experience possibly managed by a government or community organization such as a national park, scenic route, walking trail, popular beach, sporting facility, sculpture park, local waterfall & swimming hole, community museum, precinct, etc.” - Bruce Dickson, Tourism Development Solutions (TDS)
TDS: Specialists in Destination Audits and Tourism Assessments  Visitor Experience & Market Communication Reviews Tourism Strategy Plans and Niche Market Development   Destination Positioning and Branding
© Tourism Development Solutions 2012
Glossary of Tourism Industry Terms