Traditional research focus on three key tourism concepts: tourist origin (Demand)s, tourist

flows (Linkages) and tourist Destinations(Supply side) (Leiper 1979).

6 As Framework

Attractions (natural, man-made, artificial, purpose built, heritage, special events)

Accessibility (entire transportation system comprising of routes, terminals and vehicles)
Amenities (accommodation and catering facilities, retailing, other tourist services)
Available packages (pre-arranged packages by intermediaries and principals)
Activities (all activities available at the destination and what consumers will do during
their visit)
Ancillary services (services used by tourists such as banks, telecommunications, post,
newsagents, hospitals, etc)

Strategic management and marketing objectives for destinations (depends on balance

between dynamic wheel)

Enhance the long term prosperity of local people

Delight visitors by maximising their satisfaction
Maximise profitability of local enterprises and maximise multiplier effects
Optimise tourism impacts by ensuring a sustainable balance between economic benefits
and socio-cultural and environmental costs

Dynamic
stakeholders

wheel

of

tourim

Types of destinations: main target markets and activities undertaken

(example is below table)
(Can be used)
Composite cognititve tourist
differentiating different places

attratction

typology

can

be

Ritchie and Crouch model for tourism destination competitiveness

Gilberts Strategic framework (Commodity versus Status)

What is preferred? Status
Poons Flexible Specialisation (1989 1993)
Difficult at destination level
Destination marketing matrix
Destination life cycle and tourism impacts (Butler 1980)

used

for

Can be used

Destination marketing mix

1.
2.
3.
4.

Product (uniqueness,)
Pricing
Distribution
Promotion (Here is Gujarat Tourism above the line and below the line,
information offices, IT and PPP)

Destination marketing: Performance measurement

i) Visitor metrics this is available
ii) Marketing communication effectiveness, and (May be available in terms of
campaign effectiveness)
iii) Branding performance (CBBE but difficult to manage)
Different theories
1. Modernisation theory
In the context of modernisation theory (Note 1), tourism has been advocated as a
development strategy to generate foreign exchange, to increase the balance of
payment, increase GDP, attract development capital, increase the transfer of
technology, increase employment (Shaw and Williams, 1994) and promote modern
western values of life (Mathieson and Wall, 1982).
2. Dependency theory
3. Neo liberalism
4. Alternative development

Diamond of national advantage (Porter)

COMPETITIVE ADVANTAGES OF DESTINATIONS

(http://kdg.ue.poznan.pl/att/Kierunek_GT/Vanhove_COMPETITIVENESS_IN_TOURISM.p
df)
1. FACTOR CONDITIONS
2. THE QUALITY AND STRUCTURE OF SUPPLIERS AND IT RELATED EXPERIENCES
3. MARKET AND ORGANIZATIONAL STRUCTURES, DISTRIBUTION CHANNELS,
STRATEGIES AND TARGETS
4. DEMAND CONDITIONS
5. TWO ADDITIONAL VARIABLES: GOVERNMENT AND CHANCE

Conceptual model of destination marketing