LEARNING GOALS 5-9

LEARNING GOALS5. I will be able to explain some strategies

that companies use to increase their market share (e.g. loyalty reward plans)

6. I will be able to explain how the industry began and how it has grown

7. I will be able to explain how societal trends are changing the tourism industry (e.g. people aging)

8. I will be able to explain the life cycle of tourist destinations (e.g. inception)

9. I will be able to describe the role of the government in regulating and supporting the tourism industry

I WILL BE ABLE TO EXPLAIN SOME STRATEGIES THAT COMPANIES USE TO INCREASE THEIR MARKET SHARE

1. What is a “market share”?

2. If you were trying to increase your market share, what are some activities that you could do?

ACTIVITY:Using the establishment you created in your

marketing presentation, create 2 different ways that you could increase your market share.

Be ready to explain your decisions

LG 6: I WILL BE ABLE TO EXPLAIN HOW THE INDUSTRY BEGAN AND HOW IT HAS GROWN- TIME LINE ACTIVITY

Split students into 5 groups. Give each group a topic Ancient tourism Classical tourism (600BC-600AD) 19th Century tourism Contemporary tourism 21st century tourism

Step 1: students research topic Step 2: on chart paper students create timeline for

their topic Step 3: groups present their timeline Step 4: each timeline is taped together to create one

big historic timeline of the tourism industry.

SELF QUIZ 1. What is market share?

2. What are two ways that a company might increase it’s market share

Briefly explain how the tourism industry has grown. (5 stages)

Demographic Trends – the study of population trends. E.g. Baby Boomers – a large group of people born after WW2 and right now they are all old and retiring. So there might be an increase in golf sales, watching games, local/domestic travel. Some baby boomers have a lot of money, increase in overseas travel.

Social Trends- change in beliefs of a society e.g. Smoking and Casinos – smoking is no longer acceptable, casinos are very popular.

Lifestyle Trends – a change in the way people live their lives. E.g. More money now than during the war. More can travel. There was a small recession (lack of money in economy, less jobs) in 2000 where we saw increase in domestic travel.

Technology Trends – change in technology and use of technology. E.g. computers, internet (people can look up information easier, reviews, book own travel, information on hotels. Also, airplanes, helicopter

http://www.ibtimes.com/these-global-travel-trends-will-define-2013-860120

http://www.youtube.com/watch?v=cnoljh7gDGI

SELF QUIZ Explain how 4 trends that are changing

the tourism industry.

LG 8: I WILL BE ABLE TO EXPLAIN THE LIFE CYCLE OF TOURIST DESTINATIONS

BUTLER’S TOURISM DESTINATION LIFECYCLE MODEL

Like most products, destinations have a product lifecycle. Butler proposed a widely-accepted tourism destination lifecycle model which has 7 distinct stages:1. Exploration

A destination begins as a relatively unknown and adventurous visitors initially come in small numbers restricted by lack of access, facilities, and local knowledge. 

2. Involvement Local investment in tourism and tourism advertising start. Visitor number

begin to increase and government agencies start to develop the infrastructure.

3. Development There is a rapid growth in visitor numbers as the destination becomes

heavily advertised. The amenities are increased and improved. Visitors change to less adventurous.

SEVEN STAGES OF DESTINATION LIFE CYCLE

Source: http://www.destinationrecovery.com/destinationlifecycle.html

4. Consolidation Growth in visitor numbers will decline, although total numbers will still

increase. Tourism becomes “mass market”

5. Stagnation The peak numbers of visitors will have been reached.  Capacity levels for

many variables will have been reached or exceeded.  The area will have a well-established image but it will no longer be in fashion.  There will be heavy reliance on repeat visitation and on conventions and similar forms of traffic.

6. Decline Visitor number decrease. External investors begin to pull out.

7. Rejuvenation New attractions are developed or new natural resources are used to

reverse the negative trends in visitor arrivals.

SEVEN STAGES OF DESTINATION LIFE CYCLE

WHICH STAGE OF THE MODEL DO YOU THINK THESE IMAGES ARE MOST LIKELY TO REPRESENT?

THE ‘LIFE CYCLE’ OF BENIDORM, COSTA BLANCASPAIN.

CAN YOU PUT IT IN ORDER?

Costa Blanca was a small fishing village.

The introduction of cheap air travel began to attract visitors from Northern Europe.

it had turned into a sprawling modern resort.

Carrying capacity was reached.

The Spanish government have tried to rejuvenate the area by encouraging the refurbishment of hotels and ensuring both beaches and the sea have become cleaner.

THE ‘LIFE CYCLE’ OF BENIDORMCOSTA BLANCASPAIN

In the 1950s Benidorm on the Costa Blanca was a small fishing village.

During the 1960s, the introduction of cheap air travel began to attract visitors from Northern Europe.

By the 1970s it had turned into a sprawling modern resort.

By the 1980s it had reached Butler’s stage of ‘consolidation’, when the carrying capacity was reached.

By the early 1990s it had begun to stagnate and decline. Since then the Spanish government have tried to rejuvenate the area by encouraging the refurbishment of hotels and ensuring both beaches and the sea have become cleaner.

RESEARCH CHARTThe Topics: Great Wolf Lodge Disney World Casino Rama Niagara Falls Las Vegas MGM Hotel - Atlantis Resort The Ice Hotel Canada’s Wonderland - Stage West Dinner Theatre and Hotel Blue Mountain Ski Resort Mount Tremblant Ski Resort West Edmonton Mall- Rocky Mountaineer Hilton hotels

The Task:1. Choose a topic and tell me. No Repeats!2. A brief explanation of your resort. What is it? Where is it? Why do people

go to your establishment? (should include pictures)3. Explain how your company has progressed through the life cycle. Make sure

you use each stage.4. Which stage are the currently on? Why?

LG 9: I WILL BE ABLE TO DESCRIBE THE ROLE OF THE GOVERNMENT IN REGULATING AND SUPPORTING THE TOURISM INDUSTRY

JIGSAWS – YAY - HERE ARE YOUR TOPICS Workplace safety and insurance board Food, Drug and Cosmetic Act Canadian Food Inspection Agency Food and Drug Administration Ontario Building Code Food and Drug Administration

You have 2 items you need to cover1. A brief explanation of the purpose of your

organization.2. An explanation of what your organization does to

regulate and support the tourism industry.3. Share your answers with your classmates