Tourism Marketing
flection: refers to the fact that a brand is a customer reflection. Reflecting the customer does however not mean the same as describing the target, rather the customer should be reflected as he or she wishes to be seen as a result of using a brand. The brand owner should not require advertising to show the targeted buyers as they really are, but how they wish to be. All brands must control their customer reflection as consumers use brands to build their own identity (Kapferer, 2004). While reflection is the target’s outward mirror, self-image refers to the target’s own internal mirror. A person develops a certain type of inner relationship with him or herself through the attitude towards particular brands.
CHAPTER 2
TOURISM DESTINATION
2.1 Introduction To Tourism
Terrorism, natural disasters, health scares, oil price rises, exchange rate fluctuations and economic and political uncertainties – these were just some of the issues faced by tourism industry in 2005. Yet, according to the news from World Tourism Organization (UNWTO, 2006a, Dec 13), international tourist arrivals beat all expectations in exceeding 800 millions and achieving an all-time record. Although world tourism growth was moderate in 2005, it was still almost one-and-a-half percentage points above the long-term average annual growth rate of 4.1%, which means a consolidation of the bumper growth achieved in 2004 (+10%). Tourism has transformed itself into a successful industry, and today is one of the largest economic sectors in the world, representing “3-5% of GDP, jobs and investment in industrialised states and up to 30% in developing states, representing a socioeconomic lifeline for the poorest states as it is a top export” (UNWTO, 2006b, Nov 28).
Again according to World Tourism Organization (WTO 2006) substantial increase of tourism activities indicates the potential of the industry. Tourism industry depends largely on the economy of a given market. According to
CHAPTER 2
TOURISM DESTINATION
2.1 Introduction To Tourism
Terrorism, natural disasters, health scares, oil price rises, exchange rate fluctuations and economic and political uncertainties – these were just some of the issues faced by tourism industry in 2005. Yet, according to the news from World Tourism Organization (UNWTO, 2006a, Dec 13), international tourist arrivals beat all expectations in exceeding 800 millions and achieving an all-time record. Although world tourism growth was moderate in 2005, it was still almost one-and-a-half percentage points above the long-term average annual growth rate of 4.1%, which means a consolidation of the bumper growth achieved in 2004 (+10%). Tourism has transformed itself into a successful industry, and today is one of the largest economic sectors in the world, representing “3-5% of GDP, jobs and investment in industrialised states and up to 30% in developing states, representing a socioeconomic lifeline for the poorest states as it is a top export” (UNWTO, 2006b, Nov 28).
Again according to World Tourism Organization (WTO 2006) substantial increase of tourism activities indicates the potential of the industry. Tourism industry depends largely on the economy of a given market. According to