Tourism Industry Definitions (1)
(Useful glossary of tourism terms - relevant to TCDS site)
Terms - listed in alphabetical
order:
Branding (Destination branding)
(1) “A destination brand is the totality of perceptions that a customer holds about
the experiences associated with a place. Effective management of these perceptions and experiences can secure enduring value for the
destination, its partners, and customers. Successful destination brands are those that are able to clearly differentiate themselves
and simplify choices for customers.
A destination's brand is much more than a new logo, tagline, 'fresh coat of paint' or
advertising theme. The aim is to from the start create the strategies build a 'living brand' and deliver a memorable brand experience
at every critical point of contact between customers and the location."
(Source: Bill Baker, Total Destination Management)
A
destination or place brand is the sum total of all of the customer’s perceptions and encounters with it. This may include past experiences,
movies, news reports, advertising, access to information, weather, price, what friends think of it, the website, and its residents.
(Bill Baker)
(2) "A brand is a mixture of attributes, tangible and intangible, symbolised in a trademark, which, if managed
properly, creates value and influence. Brands offer customers a means to choose and enable recognition within cluttered markets.
(Source:
Brandchannel)
Carrier
"Recognized transport operator (i.e. air, bus, rail or ship)."
Conversion/Visitor conversion
"Converting
visitors' interest in a destination (or attraction) into actual visits."
(Source: Tourism Tasmania)
Cultural tourism
"Cultural
tourism, in its broadest and most accurate sense, concerns the way of life of a place and how this is experienced by visitors."
(Source:
Tourism New South Wales & TCDS)
Cultural tourism encompasses many significant tourism subsets including - arts, science and
heritage tourism, events and entertainment tourism,
Indigenous tourism, food and wine tourism, and urban tourism (which also
encompasses
business conventions and meetings).
'Critical mass' (In context of tourism and destinations)
“The minimum credible amount - e.g. mix and standard of visitor experiences, tourism attractions, support facilities, services, and accessible road, transport & wayfinding options - needed by a new or developing tourism destination to optimize their prospects for success when making and marketing their ‘destination offer’ to prospective customers. Also closely related to the critical point, circumstances or level at which change (or a specific result or new action, activity, event) can, or will, occur - e.g. visitors taking a place’s experiences, reputation & attractions seriously enough to make a visit."
-
Bruce Dickson, Tourism Development Solutions (TCDS)
Also the extent of market share (or customer numbers) that generates sufficient momentum to allow a business enterprise to commence and maintain a venture, become profitable or self sustaining, or be worthy of extra investment and resourcing.
(Bruce Dickson)
Demographics (See also 'Psychographics')
"Market
and population measures such as - age, gender, income, education, race/ ethnicity, religion, marital status, household size and
occupation."
(Source: Alberta Tourism, Parks, Recreation and Culture)
Drive tourism (Road tourism)
"Predominantly
self-drive, but
also service-provided, vehicular travel by road, involving a journey between single or multiple destinations and
stopover locations - and able to be undertaken on a point to point, hub and spoke, looped or side trail basis.
Drive
tourism can involve different levels of journey awareness, immersion and intention. While the movement alone ensures some
level of sightseeing is
intrinsic to the trip, at its best road tourism is also characterized by the journey
itself - with its anticipated as well as surprise features (and its spontaneous events) becoming as important
to the total travel experience as the destinations, dining and resting points the driving route will encompass.
Special
road tourism routes and options (including scenic byways and scenic
routes/drives) are frequently officially designated by government.
Themed and special interest trails - some fully interpreted and signed - are another growing area of tourism industry product development
delivery."
- Bruce Dickson, Tourism Development Solutions (TCDS)
(Related) Self-drive market
"Comprises any leisure holiday
(or vacation) where the main mode of transport was some form of self-drive transportation consisting of two or
more stopovers."
(Source: Tourism Australia)
Understanding the movement of tourists within a destination has practical applications
for destination management, product development, destination and attraction marketing, better strategic actions and superior drive
tourism results.
'Drive tourism constitutes the dominant tourism market for most local, county and state destinations,
particularly those in non-metropolitan, rural, coastal and inland settings. At the national level,
fly/drive (see next column) is an added,
significant tourism behavior.'
(Bruce Dickson)
