Managing Hospitality and Tourism Marketing: Destination Marketing Next Year's Marketing Plan

Managing
Hospitality and
Tourism Marketing
17 Destination Marketing
18 Next Year’s Marketing Plan
Objectives
keng po leung/123RF.
After reading this chapter,

you should be able to:
1. Discuss destination
Destination Marketing marketing system.

2. Identify the components
of tourism destination
competitiveness.
H ow can Macao’s tourism market be grown? Since Macao was returned
to Chinese rule in 1999, it has aimed to move to an ever more diversified
economy. Immediately after its handover, the Macao Government Tourist Office
3. Explain tourism development
strategies and different options
(MGTO) took up the difficult task of positioning Macao as a top Asian destination. for creating and investing in
Its job was to increase the number of visitors globally—an arduous task given that tourism attractions.
Macao was just a small city of 437,000 and had limited tourism product offerings.
4. Understand how to segment
Among the MGTO’s first initiatives was the successful launch of the “Macau
Welcomes You” promotional campaign, under which local residents would act
and identify visitor segments.
as ambassadors to promote Macao to tourists. Through advertising and special 5. Discuss the importance
events, local residents were encouraged to smile more and be more polite when of destination image and
they encountered tourists. The campaign included a “Macau Welcomes You branding and creating visitor
Passport,” which featured a booklet that gave tourists special discounts and cash experiences.
rebates in select hotels, retail outlets, and restaurants as well as a chance to win
6. Explain how central tourist
attractive prizes.
The “Macau Welcomes You Passport” campaign led to a surge in tourist agencies are organized.
vis- its to Macao. The MGTO also held separate promotional campaigns in
Singapore (the Macau Promotion Week) and Japan (Macau Day). The Macau
Promotion Week included events held in a hotel and shopping center that
showcased, among others, Macao’s famous tourist spots, Portuguese folk
dance, and the making of traditional Macanese gourmet food.
In order to promote local residents’ knowledge of Macao tourism and hos-
pitality products, the MGTO also launched the “Macau Tourism Awareness
Campaign” with the slogan “Be My Guest. Feel at Home.” Together with local
associations and social organizations, the MGTO organized numerous activities
for the local residents such as local tours, seminars, training courses, and souvenir-
making. An estimated 100,000 residents took part in these activities.
The Historic Center of Macau, which comprises more than 20 ancient
mon- uments and urban squares, was included on the UNESCO World Heritage
List in 2005. The government decided to reposition Macao as a World Center of
Tourism and Leisure. The MGTO was assigned to analyze, plan, and implement
policies that would help achieve this goal as well as to develop new strategies to
improve
5 Part IV Managing Hospitality and Tourism
and diversify Macao’s tourism product offerings and attract new tourist source market seg-
ments. Events such as an International Food Festival were encouraged, and the MGTO
ventured to other parts of Asia to promote Macao as a potential leisure destination. In 2008,
the MGTO collaborated with tourism authorities in neighboring cities to organize overseas
promotional activities in Asia. The promotional theme “Experience Macau” was developed
with the slogan “A World of Difference, the Difference is Macau.” This theme was used in
all promotions in priority and forthcoming markets, including Russia and the Middle East.
The MGTO relied on a number of representatives and delegations set up over the years
and targeting key markets. There are now 13 MGTO representatives worldwide in coun-
tries such as Australia, Japan, Korea, Singapore, the Unites States, the United Kingdom,
France, and Russia. These representatives, along with three delegations (in mainland
China, Taiwan, and Portugal), worked closely to promote Macao with a consistent message
and theme through numerous events. For example, MGTO Malaysia participated in the
Malaysian Association of Tour and Travel Agents (MATTA) fair, and the MGTO hosted a
booth at London’s World Travel Market.
In addition, the MGTO collaborated with local retail, travel, and catering compa-
nies to set higher standards in service quality. It launched the “Quality Tourism Services
Accreditation Scheme” in 2014 to establish the standard of service quality in the tourism
industry, and it presented awards to outstanding trade merchants. In 2015, the MGTO
held 75 workshops, courses, and seminars for the local hospitality, retail, and catering
industry to help service providers, including tour guides and personnel from travel agen-
cies, to cater to different tourist market segments and improve their overall service quality.
After more than a decade of hard work, Macao has successfully transformed into
a top destination for many tourists in Asia, particular those from mainland China, Hong
Kong, Taiwan, and Southeast Asia. Macao has expanded its destination product offerings,
targeted different tourist segments worldwide, and consolidated its image as a leisure and
tourism center within Asia. The Cotai Strip, Macao’s equivalent of the Las Vegas Strip, has
been developed with a focus on many non-gambling amenities like restaurants, shows,
and entertainment. Major film productions are increasingly being shot in Macao. In 1999,
arrivals to Macao numbered just over 7 million, and the city had a gross domestic prod-
uct per capita of only $14,000. By 2015, the number of arrivals ballooned to 31 million.
Macao’s population has increased beyond 600,000 and gross domestic product per
capita has risen substantially to $90,000.
The MGTO continues to stage events abroad to promote Macao to new visitors,
encourage longer stays, and retain current sources of visitors. In 2015, it rolled out the
Experience Macau Carnival in cities in mainland China and Hong Kong, showcasing
various world heritage sites in Macau, the Macau Grand Prix, and other annual major
events held in Macau like the Macao Food Festival and International Fireworks Display
Contest. The latest initiative is a promotional video on the MGTO Web site entitled
“Experience Macao Your Own Style,” featuring Macao’s culture as a fusion of Chinese
and Portuguese elements. The video also highlights the major events held each year as
well as popular shows, performances, shopping arcades, and entertainment.
The MGTO is constantly finding new ways to raise Macau’s international reputation
with the latest technologies. Wechat is a mobile text and voice communication service with
hundreds of millions of followers in China, and the MGTO’s “WeChat Blessing Message
Wall” campaign enabled users to post live messages on a large screen during the
Chinese New Year parade. Ultimately, the MGTO’s aim is to build a friendly online
environment for existing and potential visitors, who are increasingly more tech-savvy. Its
current Web site provides comprehensive information on key sightseeing, shows and
entertainment, shopping, and dining options.
The MGTO intends to increase its promotions (~$10 million) to its 13 principal tourist
markets, namely, Hong Kong, Japan, Thailand, Malaysia, Singapore, India, South Korea,
the United Kingdom, France, Russia, the United States, Australia, and New Zealand.
Promotions will center on advertising in major TV channels as well as in print media. In
total, more than $100 million has been allocated from the city’s 2016 Tourism Fund. By
working with numerous stakeholders, the MGTO has come a long way in raising Macao’s
international reputation as a world center of tourism and leisure.1
Chapter 17 Destination Marketing 509
■■■ 6JG )NQDCNi\CViQP QH VJG 6QwTiuV +PFwuVT[

Tourism. A stay of one or 6JG YQTF VQwTiuO JCU OCP[ FGHiPiViQPU. 9G WUG VJG 9QTNF 6QWTiUO 1TICPi\
more nights away from home for CViQPoU (70961) CPF 7PiVGF 0CViQPU 5VCViUViEU &iXiUiQPoU (7056#6) FGHiPiViQP QH
leisure or business, except such VQWTiUO: pC VTiR VQ C OCiP FGUViPCViQP QWVUiFG WUWCN GPXiTQPOGPV, HQT NGUU VJCP C
things as boarding, education, or [GCT, HQT CP[ OCiP RWTRQUG (DWUiPGUU, NGiUWTG, QT QVJGT RGTUQPCN RWTRQUG) QVJGT
semipermanent employment. VJCP VQ DG GORNQ[GF D[ C TGUiFGPV GPViV[ iP VJG EQWPVT[ QT RNCEG XiUiVGF.”2 6JiU
DQQM WUGU VJG YQTFU VQWTiUO CPF VTCXGN iPVGTEJCPIGCDN[.
6JG YQTNF JCU DGEQOG C INQDCN EQOOWPiV[, QRGPiPI RNCEGU
WPiOCIiPCDNG FGECFGU GCTNiGT: VJG YQPFGTU QH #PVCTEViEC, VJG UGETGVU QH VJG
*iOCNC[CU, VJG TCiP HQTGUVU QH VJG #OC\QP, VJG DGCWV[ QH 6CJiVi, VJG )TGCV 9CNN QH
CJiPC, VJG FTCOCViE 8iEVQTiC (CNNU, VJG QTiIiP QH VJG 0iNG, CPF VJG YiNFU QH VJG
5EQVViUJ iUNCPFU. 6TCXGN iU C INQDCN DWUiPGUU YiVJ CP GZRCPFiPI OCTMGV. 6CDNG
17–1 NiUVU VJG iPVGTPCViQPCN VQWTiUV CTTiXCNU CPF TGEGiRVU CV VJG VQR VQWTiUV
FGUViPCViQPU.
6QWTiUO iPFWUVT[ JCU UJQYP WPiPVGTTWRVGF ITQYVJ iP VGTOU QH iPVGTPC-
ViQPCN CTTiXCNU QXGT VJG RCUV UiZ FGECFGU, HTQO 250 OiNNiQP iP 1950 VQ CNOQUV
1.1 DiNNiQP iP 2014. +PVGTPCViQPCN VQWTiUO TGEGiRVU TGCEJGF 7.5. $1,245 DiNNiQP
YQTNF- YiFG iP 2014, WR HTQO 7.5. $1,197 DiNNiQP iP 2013. 3 /CP[ PGY
FGUViPCViQPU JCXG
Paris, “the City of Lights,”

attracts more than 15 million
international visitors. The
largest number comes from
Britain, followed by the United
States, Germany, Italy, and
China. Courtesy of
Orpheus26/ Fotolia.
TABLE 17–1
The World’s Top Tourism Destinations (International Tourist Arrivals and Receipts)
Rank Country Arrivals in Millions Rank Receipts in U.S. $ Billions
1 France 83.0 3 53.6

2 United States 66.7 1 126.2
3 Spain 57.5 2 56.3
4 China* 57.7 4 50.0
5 Italy 46.4 6 41.2
6 Turkey 35.7 12 25.3
7 Germany 30.4 8 38.1
8 United Kingdom 29.3 7 36.2
9 Russian Federation 25.7 27 11.2
10 Thailand 22.4 9 33.8
Source: From Tourism Highlights 2014. Copyright © 2014 The World Tourism Organization. Reprinted by permission.
*Excludes Hong Kong (23.8 million arrivals, U.S. $33.0 billion receipts) and Macao (13.6 million arrivals, U.S. $43.7
billion receipts).
GOGTIGF VQ DGPGHiV HTQO VQWTiUO FGXGNQROGPV.

+PVGTPCViQPCN CTTiXCNU CTG GZRGEVGF VQ
TGCEJ PGCTN[ 1.6 DiNNiQP D[ VJG [GCT 2020.
(TCPEG EQPViPWGF VQ VQR VJG TCPMiPI QH
iPVGTPCViQPCN VQWTiUV CTTiXCNU YiVJ 83
OiNNiQP VQWTiUVU, CPF ECOG HQWTVJ iP VGTOU QH
iPVGTPC- ViQPCN VQWTiUO TGEGiRVU YiVJ 7.5.
$54 DiNNiQP. CQORCTGF VQ 2011 CTTiXCNU,
6JCiNCPF JCU GPVGTGF VJG VQR 10 FGUViPCViQPU.
/GZiEQ (YCU VGPVJ iP
2011 with 23.3 million arrivals) and Malaysia
(PiPVJ iP 2011 YiVJ 24.7 OiNNiQP CTTiXCNU) YGTG
TGRNCEGF D[ 4WUUiCP (GFGTCViQP CPF 6JCiNCPF.
6WTMG[ TGOCiPGF UiZVJ iP CTTiXCNU.
9JGP TCPMiPI VQR iPVGTPCViQPCN VQWTiUV
FGUVi- PCViQPU, QPG UJQWNF EQPUiFGT VYQ MG[
VQWTiUO iPFiECVQTUtiPVGTPCViQPCN VQWTiUV
Tourism accounts for more CTTiXCNU CPF iPVGTPCViQPCN VQWTiUO TGEGiRVU.
than 50 percent of Bermuda’s #NVJQWIJ GiIJV QH
foreign exchange. Courtesy of VJG VQR FGUViPCViQPU CRRGCT iP DQVJ NiUVU, VJGiT TCPMiPIU UJQY OCTMGF FiHHGTGPEGU.
Peter Rooney/Fotolia. 6JGUG FGUViPCViQPU CVVTCEV FiHHGTGPV V[RGU QH VQWTiUVU YiVJ XCT[iPI CXGTCIG NGPIVJ QH
UVC[ CPF URGPFiPI RGT VTiR. 6QFC[ OCP[ iPFWUVTiGU QH VJG YQTNF CTG FQOiPCVGF D[
TGNCViXGN[ HGY EQORGViVQTU (QNiIQRQNiGU), YJQ JQNF OCjQT OCTMGV UJCTGU. +V iU QHVGP
FiHHiEWNV QT iORQU- UiDNG HQT RQVGPViCN PGY EQORGViVQTU VQ GPVGT VJQUG OCTMGVU.
/CTMGV GPVT[ iP VQWTiUO iU QRGP, CPF PGY FGUViPCViQPU ECP CESWiTG VJG GEQPQOiE
CPF UQEiCN DGPGHiVU QH VQWTiUO.
5VWFGPVU TGCFiPI VJiU DQQM VQFC[ ECP GPVGT VJG YQTNF VQWTiUO iPFWUVT[
CPF RNCP UVTCVGIiGU VQ JGNR FTiXG VQWTiUO ITQYVJ HQT VJGiT PCViQPU, UVCVGU, CPF
EiViGU. 5WEEGUUHWN FGUViPCViQP RNCPPiPI CPF OCTMGViPI ECP DTiPI JWPFTGFU QH
OiNNiQPU CPF GXGP DiNNiQPU QH FQNNCTU iP TGXGPWG VQ FGUViPCViQPU. 0GY UWRRQTViXG
iPFWUVTiGU CPF jQDU ECP DG ETGCVGF CPF UVCPFCTFU QH NiXiPI ECP DG iPETGCUGF. #V VJG
UCOG ViOG, VJG iPVGTEJCPIG QH EWNVWTGU CUUiUVU VJG SWGUV HQT YQTNF RGCEG.
&GUViPCViQP OCTMGViPI iU C ECTGGT YQTVJ[ QH EQNNGIG CPF WPiXGTUiV[ ITCFWCVGU.
6QWTiUV FGUViPCViQPU FQ PQV PGGF URGEVCEWNCT CVVTCEViQPU UWEJ CU CP EiHHGN
6QYGT, )TCPF CCP[QP, QT LGCPiPI 6QYGT VQ RCTViEiRCVG iP VQFC[oU VQWTiUO.
4GIiQPU UWEJ CU ECUVGTP EWTQRG CPF EQWPVTiGU UWEJ CU CJiPC CPF +PFiC CTG
TCRiFN[ FGXGN- QRiPI. 6JG[ CTG PQY IGPGTCVQTU QH VQWTiUVU, CU YGNN CU FGUViPCViQPU
HQT VQWTiUVU. #UiC CPF VJG 2CEiHiE TGEQTFGF VJG UVTQPIGUV ITQYVJ YiVJ C 6 RGTEGPV
iPETGCUG iP CTTiXCNU, HQNNQYGF D[ EWTQRG CPF #HTiEC, DQVJ 5 RGTEGPV iPETGCUG.
CJiPC JCU DGEQOG VJG PWODGT QPG VQWTiUO UQWTEG OCTMGV iP VJG YQTNF,
URGPFiPI 7.5. $129 DiNNiQP QP iPVGTPCViQPCN VQWTiUO. $[ 2020, CJiPC iU
GZRGEVGF VQ DG VJG NCTIGUV iPDQWPF CPF QWVDQWPF OCTMGV iP VJG YQTNF. CJiPC
JCU 2.5 OiNNiQP JQVGN TQQOU CPF iP 15 VQ 20 [GCTU iU GZRGEVGF VQ JCXG 5 VQ 7
OiNNiQP OQTG.
Destinations. Places with

■■■ /CTMGViPI 6QwTiuO &GuViPCViQPu
some form of actual or perceived
boundary, such as the physical 6JG 6QwTiuO &GuViPCViQP
boundary of an island, political
boundaries, or even market- 6QWTiUVU VTCXGN VQ FGuViPCViQPu, RNCEGU YiVJ UQOG HQTO QH CEVWCN QT
created boundaries. RGTEGiXGF DQWPFCT[, UWEJ CU VJG RJ[UiECN DQWPFCT[ QH CP iUNCPF, RQNiViECN
Infrastructure. The system DQWPFCTiGU, QT GXGP OCTMGV-ETGCVGF DQWPFCTiGU UWEJ CU VJQUG QH C VTCXGN
according to which a company, YJQNGUCNGT YJQ FGHiPGU C 5QWVJ 2CEiHiE VQWT UQNGN[ CU #WUVTCNiC CPF 0GY <GCNCPF.
organization, or other body is CGPVTCN #OGTiEC EQPUiUVU QH UGXGP PCViQPU, DWV HGY, iH CP[, PCViQPCN VQWTiUV QHHiEGU
organized at the most basic level. QT VQWT RNCPPGTU XiGY iV VJCV YC[. # EQOOQPN[ RCEMCIGF VQWT QH CGPVTCN
#OGTiEC iPENWFGU QPN[ VYQ QT VJTGG PCViQPU, UWEJ CU CQUVC 4iEC, )WCVGOCNC, CPF
2CPCOC. 1VJGTU CTG GZENWFGF HQT TGCUQPU QH RQNiViECN iPUVCDiNiV[ QT FGHiEiGPV
iPHTCuVTwEVwTG.
#NVJQWIJ #WUVTCNiC CPF 0GY <GCNCPF CTG QHVGP RCEMCIGF VQIGVJGT HQT VJG
0QTVJ #OGTiECP XiUiVQT, #WUVTCNiC JCU YQTMGF JCTF HQT OCP[ [GCTU VQ OCMG iV
C UiPING FGUViPCViQP TCVJGT VJCP UJCTG VJG NiOiVGF XCECViQP ViOG QH XiUiVQTU. +P
VWTP, FGUVi- PCViQPU YiVJiP #WUVTCNiC, UWEJ CU VJG UVCVG QH 9GUVGTP #WUVTCNiC, QT
EiViGU UWEJ CU 2GTVJ QT #FGNCiFG, DGNiGXG VJG[ OWUV FGXGNQR C FiUViPEV FGUViPCViQPU
TGRWVCViQP VQ
CXQiF DGiPI NGHV
QWV QT WUGF QPN[
CU QXGTPiIJV
UVQRQXGTU.
6JG FGUiTG VQ DGEQOG C TGEQIPi\GF FGUViPCViQP RTGUGPVU C FiHHiEWNV

OCTMGViPI EJCNNGPIG. 9iVJiP GCUVGTP 0QTVJ CCTQNiPC, VJG VQYP QH 0GY $GTP JCU
UGXGTCN iPVGT- GUViPI XiUiVQT CVVTCEViQPU CPF GXGPVU. 6JG TGOCiPFGT QH VJG EQWPV[
QHHGTU EQPUiF- GTCDN[ NGUU, [GV XiUiVQT RTQOQViQP HWPFU CTG EQNNGEVGF HTQO C
EQWPV[YiFG JQVGN DGF VCZ. 2QNiViECN RTGUUWTG HQTEGF VQWTiUO QHHiEiCNU VQ RTQOQVG
CTCXGP CQWPV[ CU C FGUViPCViQP TCVJGT VJCP jWUV VJG VQYP QH 0GY $GTP. 6JG
RTQOQViQP QH C TGNCViXGN[ WPHCOiNiCT VQYP RQUGU UWHHiEiGPV RTQDNGOU, DWV VJG
RTQOQViQP QH C EQWPV[ ITGCVN[ iPVGPUiHiGU VJG EJCNNGPIG.
Macrodestinations. /CETQFGuViPCViQPu UWEJ CU VJG 7PiVGF 5VCVGU EQPVCiP VJQWUCPFU QH
Destinations such as the United OiETQF- GUViPCViQPU, iPENWFiPI TGIiQPU, UVCVGU, EiViGU, VQYPU, CPF GXGP XiUiVQT
States that contain thousands FGUViPCViQPU YiVJiP C VQYP. +V iU PQV WPWUWCN VQ HiPF VQWTiUVU YJQ XiGY VJGiT
of microdestinations, including *CYCiiCP FGUViPC- ViQP CU VJG *iNVQP *CYCiiCP 8iNNCIG iP *QPQNWNW CPF OC[
regions, states, cities, towns, and TCTGN[, iH GXGT, XGPVWTG QWVUiFG VJG RGTiOGVGT. 6JQWUCPFU QH XiUiVQTU HN[ VQ
visitor destinations within a town. 1TNCPFQ CPF RTQEGGF FiTGEVN[ VQ &iUPG[ 9QTNF, YJGTG OQUV QT CNN QH VJGiT
XCECViQP iU URGPV. 6JGUG VQWTiUVU FQ PQV XiGY (NQTiFC QT 1TNCPFQ CU VJGiT
FGUViPCViQPU, DWV TCVJGT &iUPG[ 9QTNF.
(QT UQOG RNGCUWTG VTCXGNGTU, VJG TGCN FGUViPCViQP iU VJG XGJiENG QH VTCXGN, UWEJ
CU C ETWiUG UJiR, TiXGT RCFFNG UJiR, QT C URGEiCN TCiNTQCF UWEJ CU VJG 1TiGPV
EZRTGUU. 6JGUG pOQXiPI FGUViPCViQPU” QHHGT C XCTiGV[ QH GXGPVU HQT RCUUGPIGTU, CPF
FiPiPI iU RCTViEWNCTN[ iORQTVCPV. )COGU, ICODNiPI, VJGCVGT, OWUiECNU,
RCTViEiRCVQT[ OWTFGT O[UVGTiGU, UGOiPCTU, FCPEGU, CPF C JQUV QH QVJGT
QPDQCTF GXGPVU GPJCPEG VJG RNGCUWTG QH OQXiPI FGUViPCViQPU. #U iPFWUVTiCNi\GF
UQEiGViGU GZRGTiGPEG GPNCTIGF PWODGTU QH UGPiQT EiVi\GPU, VJGUG TGNCViXGN[ RCUUiXG
OQXiPI FGUViPCViQPU CTG NiMGN[ VQ TGEGiXG iPETGCUGF FGOCPF.
&GuViPCViQP /CTMGViPI 5[uVGO

&GUViPCViQP OCTMGViPI iU OQTG EJCNNGPIiPI VJCP OCTMGViPI QVJGT RTQFWEVU DGECWUG
C FGUViPCViQP iU C DWPFNG QH JiIJN[ FiXGTUG RTQFWEVU, iPENWFiPI IGQITCRJiE Ui\
G, CVVTCEViQPU, CEEQOOQFCViQP, HQQF CPF DGXGTCIG, CPF GPVGTVCiPOGPV. 6JG
EQORNGZiV[ iU CWIOGPVGF D[ NiOiVGF EQPVTQN D[ &/1U CPF VJG PWODGT QH RWDNiE
CPF RTiXCVG UVCMGJQNFGTU iPXQNXGF iP FGNiXGTiPI C WPiHiGF DTCPF CPF FGUViPCViQP
GZRGTiGPEG.
7PNiMG DWUiPGUU OCTMGViPI iP YJiEJ VCTIGV OCTMGVU FGVGTOiPG RTQFWEV
UVTCVGI[, iPiViCN FGUViPCViQP OCTMGViPI GHHQTVU WUWCNN[ UVCTV YiVJ VJG CVVTCEViQPU CPF
TGUQWTEGU CV JCPF VJCV FGVGTOiPG RQVGPViCN UGIOGPVU VQ VCTIGV (GZEGRV HQT OCP-
OCFG FGUViPC- ViQPU). (iIWTG 17–1 UJQYU XiVCN NiPMCIGU DGVYGGP UWRRN[ CPF
FGOCPF iP VQWTiUO VQ WPFGTUVCPF VJG TQNG QH OCTMGViPI. &GUViPCViQP OCTMGViPI iU
U[UVGOCViECNN[ NiPMiPI UWRRN[ (FGUViPCViQP HGCVWTGU CPF DGPGHiVU) YiVJ FGOCPF
(PGGFU CPF YCPVU QH VTCX- GNGTU) CPF GPJCPEiPI EQORGViViXGPGUU QH C FGUViPCViQP iP
C UWUVCiPCDNG OCPPGT.
&GUViPCViQPU JCXG XCT[iPI PCVWTCN, JiUVQTiECN, CPF EWNVWTCN CVVTCEViQPU.
6Q GPJCPEG EQORGViViXGPGUU, FGUViPCViQPU FGXGNQR CPF QHHGT HCEiNiVCViPI,
UWRRQTViPI, CPF CWIOGPVGF RTQFWEVU UWEJ CU iPHTCUVTWEVWTG, NQFIiPI, HQQF CPF
DGXGTCIG, VTCPU- RQTVCViQP, VQWTU, GPVGTVCiPOGPV, XiUiVQT UGTXiEGU, CPF JQURiVCNiV[
QH NQECN RGQRNG VQ CRRGCN VQ GZiUViPI OCTMGVU QT PGY OCTMGVU. 6JGTGHQTG, C IQQF
MPQYNGFIG QH VJG FGOCPF UiFGtEWTTGPV CPF RQVGPViCN XiUiVQT EJCTCEVGTiUViEU CPF
FGUViPCViQP UGNGE- ViQP DGJCXiQTtiU CNUQ PGEGUUCT[ HQT UWEEGUUHWN FGUViPCViQP
OCTMGViPI. &GUViPCViQPU PGGF VQ WPFGTUVCPF YJCV V[RG QH VTCXGNGTU VJG[ UGGM VQ
CVVTCEV CPF YJCV VJG[ FGUiTG HTQO VJGiT VTCXGN. 6JG[ ECP iORTQXG VJGiT QXGTCNN
OCTMGViPI GHHQTV D[ FGXGNQRiPI URGEiHiE RTQFWEV QHHGTiPIU HQT URGEiHiE UGIOGPVU.
(QT GZCORNG, OiNNGPPiCNU YCPV EWUVQOi\GF GZRGTiGPEG CPF EQETGCVG VJGiT
FGUViPCViQP GZRGTiGPEG. 6JG[ CTG OQTG iPVGTGUVGF VJCP QNFGT IGPGTCViQPU iP
VTCXGNiPI CDTQCF. 6JG 7PiVGF 0CViQPU GUVi- OCVGU VJCV 20 RGTEGPV QH CNN
iPVGTPCViQPCN VQWTiUVU, QT PGCTN[ 200 OiNNiQP VTCXGNGTU, CTG [QWPI RGQRNG, CPF VJCV
VJiU FGOQITCRJiE IGPGTCVGU OQTG VJCP $180 DiNNiQP iP CPPWCN VQWTiUO TGXGPWG.4
6[RiECNN[, &/1U, UWEJ CU OiPiUVTiGU QH VQWTiUO, PCViQPCN VQWTiUO QTICPi\
CViQPU (061U), CPF EQPXGPViQP CPF XiUiVQTU DWTGCWU (C8$U), CTG VJG HQTOCN
OCTMGViPI QTICPi\CViQPU FGCNiPI YiVJ NQPI-VGTO UVTCVGI[ FGXGNQROGPV.
(WPFiPI iU QHVGP RTQXiFGF D[ UCNGU VCZ QT URGEiCN TQQO VCZ TGEGiRVU. 6JG LCU
8GICU CQPXGPViQP CPF 8iUiVQTU #WVJQTiV[ (L8C8#) iU VJG QHHiEiCN &/1 QH LCU
8GICU HWPFGF D[ EQWPV[ JQVGN TQQO VCZ. 6JG L8C8#oU TGURQPUiDiNiViGU iPXQNXG
OCTMGViPI CEViXiViGU, DTCPFiPI, OCTMGV TGUGCTEJ, UVTCVGIiE RNCPPiPI, CPF
QRGTCViPI EQPXGPViQP CPF GXGPV EGPVGTU.
External environment
Economic (i.e. exchange rates), social, technological, legal, and political
(i.e. visa regulations) environment Competitor destinations’ strategies Emergence of new destinations
Supply: destination Demand: travelers

Competitiveness Visitor segments and behavior
Infrastructure and superstructure Destination marketing organizations
Transportation
(DMOs) and distribution
Brand channels
awareness, image, and personality
Attractions and events Strategy Airlines, cruises, car rental operators, and and
Satisfaction railways
loyalty
Environment Communication mix Tour operators and travel agentsVisitor experience
Sustainable development Internal marketing
Marketing research
Destination performance and Benchmarking metrics

Destination and demand metrics DMO performance
Channel performance
Visitor arrivals, length of stay, visitor Expenditures, and market share
Well-being of residents Sustainable growth
(iIwTG 17–1
&GUViPCViQP OCTMGViPI U[UVGO
The responsibility for marketing destinations and delivering a memorable experi-

GPEG QP NQECViQP CTG IGPGTCNN[ UJCTGF D[ OCP[ FiXGTUG RWDNiE CPF RTiXCVG
QTICPi-
\CViQPU iPENWFiPI EJCODGT QH EQOOGTEG, JQVGN/OQVGN CUUQEiCViQPU,
GPXiTQPOGPVCN QTICPi\CViQPU, CPF OCP[ OQTG.5 L8C8# $QCTF QH &iTGEVQTU
iPXQNXGU DQVJ RWDNiE CPF RTiXCVG iPFWUVT[ OGODGTU.
6JG UGNNiPI HWPEViQP, VQ C ITGCV GZVGPV, iU ECTTiGF QWV D[ FiUVTiDWViQP EJCPPGN
CPF VTCPURQTVCViQP EQORCPiGU UWEJ CU CiTNiPGU, VQWT QRGTCVQTU, CPF VTCXGN
CIGPVU. &iUVTiDWViQP EJCPPGN OGODGTU CPF VTCPURQTVCViQP EQORCPiGU RNC[
WPiSWG TQNGU DGECWUG VJG[ CNUQ JCXG DCTICiPiPI RQYGTU CPF UVTQPI iPHNWGPEG
QP FGUViPCViQP OCTMGViPI CPF EQORGViViXGPGUU. 6QWT QRGTCVQTU CPF VTCXGN
CIGPVU CTG UiIPiHiECPV iPHQTOCViQP UQWTEGU iPHNWGPEiPI VJG iOCIGU CPF FGEiUiQPU
QH VTCXGNGTU.6 9QTMiPI ENQUGN[ YiVJ &/1U QT iPFGRGPFGPVN[, VJG[ FGXGNQR CPF
FiUVTiDWVG VTCXGN RCEMCIGU CPF RTQOQVG C FGUViPCViQP. (QT OQUV EWTQRGCP CPF
/GFiVGTTCPGCP FGUViPCViQPU VCTIGViPI UWP CPF UGC OCTMGVU, OQUV XCECViQP
RCEMCIGU CTG UQNF XiC VQWT QRGT- CVQTU VJCV FGVGTOiPG pRTiEG” HQT FGUViPCViQPU.
6JG[ FGEiFG QP FGUViPCViQPU VQ DG iPENWFGF iP VJGiT UCNGU RQTVHQNiQ, FGVGTOiPG
RTiEG SWQVGU HQT JQVGNU iP JQUV FGUViPC- ViQPU CU YGNN CU RTiEGU XiUiVQTU RC[ HQT CNN-
iPENWUiXG RCEMCIGU (GQ\CM CPF $CNQINW, 2011). 6TCPURQTVCViQP EQORCPiGU IGV
iPXQNXGF iP FGXGNQRiPI CPF UGNNiPI XCECViQP RCEMCIGU VJTQWIJ VJGiT QYP VTCXGN
EQORCPiGU QT UVTCVGIiE CNNiCPEGU. (QT GZCORNG, 7PiVGF 8CECViQPU QYPGF D[
7PiVGF #iTNiPGU JCU iVU QYP NiUV QH FGUViPCViQPU CPF QHHGTU NGiUWTG XCECViQP
RCEMCIGU VJCV EQODiPG CiTHCTG YiVJ PGIQViCVGF JQVGN TCVGU iP FQOGUViE CPF
iPVGTPCViQPCN FGUViPCViQPU, ECT TGPVCNU, CPF GPVGTVCiPOGPV.7
6JG VTGPFU iP GZVGTPCN GPXiTQPOGPV YiNN iPHNWGPEG CNN GNGOGPVU QH
OCTMGViPI U[UVGO CPF FGUViPCViQP EQORGViViXGPGUU. &TCOCViE HNWEVWCViQPU iP
GZEJCPIG TCVGU (G.I., TGEGPV FGENiPG iP 4WUUiCP TWDNG), XiUC TGIWNCViQPU,
VGTTQTiUO CVVCEMU (G.I.,
+PFiC, EI[RV, $CNi, CPF /iFFNG ECUVGTP EQWPVTiGU), FiUGCUG QWVDTGCMU CPF GRiFGOiEU
(G.I., EDQNC iP #HTiEC, 5#45 =UGXGTG CEWVG TGURiTCVQT[ U[PFTQOG? iP *QPI GQPI, DiTF
HNW iP #UiC), CPF UQOG PCVWTCN FiUCUVGTU (G.I., VUWPCOi iP 6JCiNCPF) UiIPiHiECPVN[
CHHGEV FGUViPCViQP OCTMGViPI CPF EQORGViViXGPGUU. #P iPETGCUG iP HWGN EQUVU
OCMGU FiUVCPV (ENQUGT) FGUViPCViQPU NGUU (OQTG) RTiEG EQORGViViXG. 6JG RTCEViEGU
D[ FGUVi- PCViQPoU EQORGViViXG UGV UWEJ CU PGY VQWTiUO FGXGNQROGPV CPF DTCPF
RQUiViQPiPI YiNN CNUQ iORCEV VJG FGUViPCViQPoU OCTMGViPI UVTCVGI[.
&GUViPCViQP DGPEJOCTMiPI UJQWNF iPENWFG PQV QPN[ QWVEQOGU CPF RGTHQTOCPEG
OGVTiEU iP VGTOU QH PWODGT QH XiUiVQTU, OCTMGV UJCTG, CPF TGXGPWG IGPGTCVGF, DWV
CNUQ QVJGT GNGOGPVU UWEJ CU XiUiVQT UCViUHCEViQP CPF NQ[CNV[, DTCPF TGEQIPiViQP CPF
iOCIG, RGTHQTOCPEGU QH &/1U, CPF UWUVCiPCDNG ITQYVJ OGVTiEU. 6JGTG CTG
VJTGG OCiP V[RGU QH DGPEJOCTMiPI: iPVGTPCN, GZVGTPCN, CPF IGPGTiE. +PVGTPCN
DGPEJOCTMiPI iU VQ MGGR VTCEM QH EJCPIGU QXGT ViOG (SWCTVGTN[ QT CPPWCNN[) CPF
EQORCTG EWTTGPV RGTHQTOCPEG QH C FGUViPCViQP YiVJ iVU RTGXiQWU RGTHQTOCPEGU
(G.I., EJCPIGU iP XiUiVQT UCViUHCEViQP, DTCPF iOCIG, PWODGT QH CTTiXCNU, CPF VQWTiUO
TGEGiRVU). EZVGTPCN DGPEJOCTMiPI EQPUiUVU QH UGNGEViPI C OCjQT EQORGViVQT CPF
EQORCTiPI RGTHQTOCPEGU iP C IiXGP RGTiQF (G.I., EQORCTiUQP QH JCOCiEC CPF
&QOiPiECP 4GRWDNiE). )GPGTiE DGPEJOCTMiPI WUGU iPVGTPCViQPCN UVCPFCTFU CPF
DGUV RTCEViEGU (G.I., ECTDQP HQQV- RTiPVU, EWTQRGCP p$NWG (NCI” GEQNCDGNiPI HQT
DGCEJGU CPF OCTiPCU) HQT EQORCTiUQP. 6JiU V[RG QH DGPEJOCTMiPI YQWNF
RCTViEWNCTN[ DG CRRTQRTiCVG HQT FGUViPCViQP &/1 RGTHQTOCPEG VQ NGCTP HTQO DGUV
RTCEViEGU iP VGTOU QH RWDNiE CPF OGFiC TGNCViQPU, ETGCViPI GXGPVU, DWiNFiPI
RCTVPGTUJiRU, DTCPFiPI, CPF QTICPi\CViQPCN GHHGEViXGPGUU.8
&GuViPCViQP CQORGViVixGPGuu
&GUViPCViQPU JCXG XCT[iPI DWV UiOiNCT TGUQWTEGU CPF CVVTCEViQPU. 0GY <GCNCPF JCU
DGCWViHWN UEGPGT[ CPF PCVWTG. 5iPICRQTG QHHGTU OWNViEWNVWTCN WTDCP
CVVTCEViQPU. JCOCiEC JCU DGCWViHWN DGCEJGU. 5Q FQGU 6JCiNCPF. 6WTMG[ CPF
)TGGEG CTG TiEJ iP JiUVQT[, EWNVWTG, PCVWTG, CPF DGCEJGU. $CNi QHHGTU EWNVWTCN
VTCFiViQPU, YJiNG +VCN[ JCU EWNVWTG, EWiUiPG, CTV, CPF HCUJiQP. 5QOG FGUViPCViQPU CTG
TiEJ iP PCVWTCN TGUQWTEGU DWV UGTiQWUN[ FiUCFXCPVCIGF iP QVJGT CTGCU. 5QOG JCXG
PWOGTQWU TGUQWTEGU CPF CVVTCEViQPU CPF VJG NWZWT[ QH VCTIGViPI C YiFGT UGNGEViQP
OCTMGV UGIOGPVU.9
&GUViPCViQP EQORGViViXGPGUU TGSWiTGU CP WPFGTUVCPFiPI QH VYQ iORQTVCPV
EQPEGRVU: EQORCTCViXG CPF EQORGViViXG CFXCPVCIGU. JQORCTCViXG CFXCPVCIG
iU RQUUGUUiQP QH TGUQWTEGU, PCVWTCN CPF/QT OCP-OCFG, ETiViECN VQ VQWTiUO
FGXGNQR- OGPV. +V OC[ iPENWFG PCVWTCN TGUQWTEGU (ENiOCVG, NQECViQP, PCVWTCN
DGCWViGU), JiUVQT- iECN CPF EWNVWTCN TGUQWTEGU, HCEVQTU UWEJ CU JWOCP TGUQWTEGU,
ECRiVCN TGUQWTEGU, iPHTCUVTWEVWTG (TQCFU, YCVGT UWRRN[, RWDNiE UGTXiEGU), CPF
VQWTiUO UWRGTUVTWEVWTG (JQVGNU CPF TGUVCWTCPVU, VJGOG RCTMU, IQNH EQWTUGU).
$WV JCXiPI CVVTCEViQPU CPF TGUQWTEGU iU PQV GPQWIJ. 6JG UWEEGUU iP EQORGViViXG
CTGPC NiGU iP VWTPiPI EQORCTC- ViXG CFXCPVCIGU iPVQ UVTGPIVJU TGNCViXG VQ
EQORGViViQP. JQORGViViXG CFXCPVCIG iU VQ OCMG WUG QH VJGUG TGUQWTEGU GHHiEiGPVN[
CPF GHHGEViXGN[ VQ GPJCPEG EQORGViViXGPGUU QH FGUViPCViQP. 10
6TCxGN CPF 6QwTiuO CQORGViVixGPGuu +PFGZ

0WOGTQWU, DWV iPVGTTGNCVGF, HCEVQTU FGVGTOiPG C RNCEG EQORGViViXGPGUU iP
VJG TGIiQPCN CPF INQDCN OCTMGVRNCEG. 1PG EQORTGJGPUiXG HTCOGYQTM CPF
OGCUWTG QH VTCXGN CPF VQWTiUO (6&6) EQORGViViXGPGUU QP C INQDCN UECNG iU VJG
6TCXGN CPF 6QWTiUO CQORGViViXGPGUU +PFGZ (66C+) FGXGNQRGF CPF RWDNiUJGF
GCEJ [GCT D[
9QTNF EEQPQOiE (QTWO (9E().
6JG 66C+ pCiOU VQ OGCUWTG VJG HCEVQTU CPF RQNiEiGU VJCV OCMG iV CVVTCEViXG VQ
FGXGNQR VJG 6&6 UGEVQT iP FiHHGTGPV EQWPVTiGU.” +V iU FGTiXGF HTQO VJG
EZGEWViXG 1RiPiQP 5WTXG[, pJCTF” FCVC HTQO GZVGTPCN UQWTEGU HQT GCEJ EQWPVT[, CPF
iPRWV HTQO INQDCN CIGPEiGU UWEJ CU 9QTNF 6QWTiUO 1TICPi\CViQP (70961), VJG
1TICPi\CViQP HQT EEQPQOiE CQQRGTCViQP CPF &GXGNQROGPV (1EC&), VJG 9QTNF
6TCXGN CPF 6QWTiUO CQWPEiN (966C), CPF &GNQiVVG.
ECEJ EQWPVT[ QT FGUViPCViQP (C VQVCN QH 140 EQWPVTiGU CPF GEQPQOiGU) UEQTG iU
EQORQUGF QH 14 RiNNCTU ((iIWTG 17–2). 6JG RiNNCTU YGTG ITQWRGF WPFGT VJTGG DTQCF
ECVGIQTiGU QT UWDiPFGZ: (1) VJG 6&6 TGIWNCVQT[ HTCOGYQTM UWDiPFGZ (2iNNCTU 1 VQ 5);
(2) VJG 6&6 DWUiPGUU GPXiTQPOGPV CPF iPHTCUVTWEVWTG UWDiPFGZ (2iNNCTU 6 VQ 10); CPF
(3) VJG 6&6 JWOCP, EWNVWTCN, CPF PCVWTCN TGUQWTEGU UWDiPFGZ (2iNNCTU 11 VQ 14).
Travel and tourism competitiveness index
Subindex A: Subindex B: Subindex C:

T&T regulatory framework T&T business environment and infrastructure
T&T human, cultural, and natural resources
Policy rules and regulations Air transport infrastructure Human resource
Environmental sustainability Ground transport infrastructure Affinity for travel and tourism
Safety and security Tourism infrastructure Natural resources
Health and hygiene ICT infrastructure Cultural resources
Prioritization of travel and Price competitiveness in

tourism the T&T industry
(iIwTG 17–h
6TCXGN CPF 6QWTiUO CQORGViViXGPGUU +PFGZ
5QWTEG: (TQO 6TCXGN CPF 6QWTiUO CQORGViViXGPGUU 4GRQTV 2014. CQR[TiIJV … 2014 D[ 9QTNF
EEQPQOiE (QTWO. 4GRTiPVGF D[ RGTOiUUiQP.
6CDNG 17–2 UJQYU VJG QXGTCNN TCPMiPI QH VJG 10 EQWPVTiGUtTGIiQPCN CPF

YQTNF TCPMiPIU-DCUGF VJTGG OCiP UWDiPFGZGU: (1) TGIWNCVQT[ HTCOGYQTM; (2)
DWUiPGUU GPXi- TQPOGPV CPF iPHTCUVTWEVWTG; CPF (3) JWOCP, EWNVWTCN, CPF PCVWTCN
TGUQWTEGU. 6JG UEQTGU TCPIG HTQO 1 (NQYGUV) VQ 6 (JiIJGUV). 5YiV\GTNCPF OCiPVCiPU
iVU VQR TCPMiPI RQUiViQP iP VJG RCUV HiXG [GCTU, CNQPI YiVJ )GTOCP[ CPF
#WUVTiC. +V iU C UVTQPI NGiUWTG VQWTiUO FGUViPCViQP CPF CP iORQTVCPV DWUiPGUU
VTCXGN JWD CVVTCEViPI iPVGT- PCViQPCN EQPXGPViQPU, HCiTU, CPF GZJiDiViQPU.
*QYGXGT, iV JCU TGNCViXGN[ NQY UEQTG iP 5WDiPFGZ $ DGECWUG iVU RTiEG
EQORGViViXGPGUU (2iNNCT 10) iU UiIPiHiECPVN[ NQY, VJG 139VJ iP 9QTNF TCPMiPIU.
4GIiQPCN TCPMiPI (#OGTiEC, EWTQRG, 0QTVJ #HTiEC, UWD-
5CJCTCP #HTiEC, /iFFNG-ECUV, CPF #UiC 2CEiHiE) iU CNUQ iORQTVCPV DGECWUG iPXGUVQTU
CPF VTCXGNGTU CTG iPVGTGUVGF iP RCTViEWNCT TGIiQPU. EXGP VJQWIJ 5iPICRQTG
TCPMU VGPVJ iP YQTNF TCPMiPIU, iV JCU VJG VQR TCPMiPI RQUiViQP iP VGTOU QH TGIiQPCN
TCPM- iPIU COQPI #UiC 2CEiHiE EQWPVTiGU. 6JG TGRQTV RWDNiUJGF D[ 9E( CNUQ TCPMU
EQWP- VTiGU HQT GCEJ QH VJG 14 iPFiXiFWCN RiNNCT UEQTGU. +P EWTQRG, 5RCiP NGCFU iP
EWNVWTCN TGUQWTEGU DGECWUG QH iVU PWOGTQWU 9QTNF *GTiVCIG UiVGU, NCTIG PWODGT QH
iPVGTPC- ViQPCN HCiTU CPF GZJiDiViQPU, UiIPiHiECPV URQTVU UVCFiWO ECRCEiV[, OCP[
JQVGN TQQOU, CPF ECT TGPVCN HCEiNiViGU. (WTVJGTOQTG, iVU CiT VTCPURQTV
iPHTCUVTWEVWTG iU JiIJN[ FGXGNQRGF CPF TCPMU COQPI VJG VQR 10 YQTNFYiFG.
6JG iPFGZ iU C OGCUWTGOGPV QH VJG HCEVQTU VJCV OCMG iV CVVTCEViXG VQ
FGXGNQR DWUiPGUU iP VJG 6&6 iPFWUVT[ QH iPFiXiFWCN EQWPVTiGU, TCVJGT VJCP C
OGCUWTG QH EQWPVT[ CVVTCEViXGPGUU CU C VQWTiUV FGUViPCViQP. 6JG 66C+ UGTXGU VYQ
RWTRQUGU. (iTUV, iV RTQXiFGU C DGPEJOCTMiPI VQQN HQT 140 EQWPVTiGU CPF GEQPQOiGU VQ
WPFGTUVCPF VJGiT UVTGPIVJU CPF YGCMPGUUGU HQT CVVTCEViPI DWUiPGUUGU CPF VQWTiUO
iPXGUVOGPV. 5GEQPF, iV RTQXiFGU iPHQTOCViQP HQT PCViQPCN RQNiE[OCMGTU CPF VQWTiUO
iPFWUVT[ VQ HQTOWNCVG UVTCVGIiE RQNiE[ CPF VQWTiUO FGXGNQROGPV VQ GPJCPEG 6&6
EQORGViViXGPGUU.
PRICE COMPETITIVENESS 2TiEG EQORGViViXGPGUU JCU C RCTViEWNCT iORQTVCPEG

HQT VQWTiUV FGUViPCViQPU DGECWUG NQYGT EQUVU iPETGCUG VJG CVVTCEViXGPGUU QH UQOG
EQWPVTiGU HQT OCP[ VTCXGNGTU. (QT OQUV EWTQRGCP FGUViPCViQPU VCTIGViPI UWP CPF
UGC OCTMGVU, VQWT QRGTCVQTU FGVGTOiPG RTiEGU VQWTiUVU RC[. 67+ (6QWTiUViM 7PiQP
+PVGTPCViQPCN),
TABLE 17–2
Top 10 Countries Based on 2014 Travel and Tourism Competitiveness Index
Subindex A: Subindex B: Business Subindex C: T&T

Regional World T&T Regulatory Environment and Human, Cultural, and
Country Rank Rank Framework Infrastructure Natural Resources
Switzerland 1 1 5.94 5.42 5.63

Germany 2 2 5.57 5.29 5.31
Austria 3 3 5.80 5.11 5.24
Spain 4 4 5.48 5.30 5.36
United 5 5 5.44 5.13 5.57
Kingdom
United 1 6 4.95 5.36 5.65
States
France 6 7 5.56 5.18 5.20
Canada 2 8 5.27 5.17 5.39
Sweden 7 9 5.54 4.89 5.30
Singapore 1 10 5.74 5.31 4.64
Source: From Travel and Tourism Competitiveness Report 2014. Copyright © 2014 by World Economic Forum.
Reprinted by permission.
6JQOCU CQQM, &E4 6QWTiUViM, CPF 0GEMGTOCPP CTG OCjQT EWTQRGCP VQWT QRGTCVQTU.
6JG[ JCXG DCTICiPiPI CPF EQGTEiXG RQYGT DGECWUG QH VJG QXGTUWRRN[ QH HCEiNiViGU iP
/GFiVGTTCPGCP TGIiQP CPF TGUQTVU. +P CJCRVGT 11, YG EQXGTGF C XCTiGV[ QH RTiEiPI
UVTCV- GIiGU. 2TQFWEV DWPFNG RTiEiPI iU iORQTVCPV HQT VQWTiUV FGUViPCViQPU DGECWUG
XCECViQP RCEMCIGU CTG HTGSWGPVN[ FGXGNQRGF CPF UQNF VJTQWIJ VTCXGN CIGPVU CPF
QPNiPG. 6JG 9GD UiVG UCNGU QH VTCFiViQPCN XCECViQP RCEMCIGU iP VJG 7PiVGF 5VCVGU JiV
$5.4 DiNNiQP iP
2012.11
6JG RTiEG HCEVQTU iPENWFG VJG EQUV QH VTCPURQTV UGTXiEGU UWEJ CU CiT VTCXGN
VQ VJG XiUiVQT CPF VJG EQUV QH ITQWPF EQPVGPV UWEJ CU CEEQOOQFCViQP, VQWT
UGTXiEGU, HQQF CPF DGXGTCIG, CPF GPVGTVCiPOGPV. (QT iPVGTPCViQPCN VTCXGN, GZEJCPIG
TCVGU CPF EQUV QH NiXiPI iP QTiIiP CPF FGUViPCViQP CTG OCjQT FGVGTOiPCPVU QH
VTCXGN FGOCPF CPF FGUViPCViQP EQORGViViXGPGUU. p6YQ V[RGU QH RTiEGU JCXG VQ
DG EQPUiFGTGF iP GUViOCViPI VJG RTiEG EQORGViViXGPGUU QH C FGUViPCViQP. 6JG HiTUV
QPG iU TGNCViXG RTiEG DGVYGGP VJG TGEGiXiPI CPF QTiIiP EQWPVT[, VJG UGEQPF iU
TGNCViXG RTiEG DGVYGGP EQORGViPI FGUViPCViQPU, YJiEJ IGPGTCVGU VJG UWDUViVWViQP
RTiEG GHHGEV.”12 (QT C VTCX- GNGT iP VJG 7PiVGF 5VCVGU, iH C UiOiNCT VTiR VQ (TCPEG
CPF 6JCiNCPF EQUVU NGUU HQT 6JCiNCPF, 6JCiNCPF iU OQTG RTiEG EQORGViViXG
(OQTG XCNWG HQT OQPG[) CPF OQTG NiMGN[ VQ DG UGNGEVGF.
1PG QH VJG iPFiECVQTU HQT iPVGTPCViQPCN EQORCTiUQP QH RTiEGU iU VJG p$iI
/CE” iPFGZ VJCV iU iPXGPVGF D[ 6JG EEQPQOiUV iP 1986 VQ IWiFG YJGVJGT
EWTTGPEiGU CTG CV VJGiT EQTTGEV NGXGNU. (QT GZCORNG, VJG CXGTCIG RTiEG QH C $iI /CE
iP VJG 7PiVGF 5VCVGU iP JWN[ 2014 YCU $4.80; iP CJiPC iV YCU QPN[ $2.73 CV OCTMGV
GZEJCPIG TCVGU.13
$WV, CV VJG GPF QH VJG FC[, iV QPN[ VGNNU WU CDQWV VJG RTiEG QH C DWTIGT, PQV VJCV QH
C EQORNGZ VQWTiUO RTQFWEV. +P VQFC[oU YQTNF, VQWTiUVU CTG YGNN iPHQTOGF CDQWV
CPF OQTG UGPUiViXG VQ GZEJCPIG TCVGU TCVJGT VJCP RTiEG NGXGNU CPF iPHNCViQP TCVGU.
5wuVCiPCDNG 6QwTiuO
6QWTiUO JCU GEQPQOiE, UQEiCN/EWNVWTCN, CPF GPXiTQPOGPVCN iORCEVU QP C
FGUViPC- ViQP. 6JGTGHQTG, FGUViPCViQPU UJQWNF EQPUiFGT VTiRNG DQVVQO
Sustainable tourism. Tourism NiPGtGEQPQOiE, UQEiCN/ EWNVWTCN, CPF GPXiTQPOGPVCN (RTQHiV, RGQRNG, CPF
that minimizes the environmental RNCPGV)tYJGP iV EQOGU VQ RTQFWEV FGXGNQROGPV, EQORGViViXGPGUU, CPF OCTMGViPI.
impacts and sociocultural 5wuVCiPCDNG VQwTiuO TGHGTU VQ VQWTiUO VJCV OiPiOi\GU VJG GPXiTQPOGPVCN iORCEVU
changes, sustains the longevity CPF UQEiQEWNVWTCN EJCPIGU, CPF UWUVCiPU VJG NQPIGXiV[ QH C FGUViPCViQP, CPF ETGCVGU
of a destination, and creates GEQPQOiE QRRQTVWPiV[ HQT NQECN EQOOWPi- ViGU.14 6JG VTiRNG DQVVQO NiPG UWIIGUVU
economic opportunity for local VJCV C FGUViPCViQP iU QRGTCViPI iP C YC[ UQ VJCV
communities. iVU GEQPQOiE, UQEiGV[, CPF GPXiTQPOGPV iPVGTGUVU iPVGTUGEV.15 A sustainable destina-
ViQP YiNN CEV HQT VJG iPVGTGUV QH VTCXGNGTU CPF TGUiFGPVU CU YGNN CU HQT VJG RTQVGEViQP
QH VJG TGUQWTEGU. (TQO C OCTMGViPI UVCPF-

RQiPV, UWUVCi PCDNG VQWTiUO ECP OGCP
IiXiPI WR EWTTGPV TGXGPWGU HTQO VQWTiUO
D[ NiOiViPI ECRCEiV[ VQ GPUWTG VJGTG
YiNN DG FGOCPF HQT VQWTiUO iP VJG HWVWTG.
EEQPQOiE EHHGEVu QH 6QwTiuO

6QWTiUOoU OQUV XiUiDNG DGPGHiV iU
FiTGEV GORNQ[OGPV iP JQVGNU,
TGUVCWTCPVU, TGVCiN GUVCDNiUJOGPVU, CPF
VTCPURQTVCViQP. # UGEQPF DWV NGUU
XiUiDNG DGPGHiV EQPUiUVU QH UWRRQTV
iPFWUVTiGU. 6JG VJiTF DGPGHiV QH VQWTiUO
iU VJG OwNViRNiGT GHHGEV, CU VQWTiUV
GZRGPFiVWTGU CTG TGE[ENGF VJTQWIJ VJG
NQECN GEQPQO[. 6QWTiUOoU HQWTVJ
DGPGHiV iU UVCVG CPF NQECN TGXGPWGU
FGTiXGF HTQO VCZGU QP VQWTiUO, UJiHViPI
Tanzania is one of the most VJG VCZ DWTFGP VQ PQPTGUiFGPVU CU iP
popular tourist destinations in
6GZCU, 0GXCFC, CPF (NQTiFC. 6QWTiUO
Africa. In an effort to create
CEEQWPVU HQT OQTG VJCP
sustainable tourism, tourists
on safaris now carry cameras JCNH QH $GTOWFCoU HQTGiIP GZEJCPIG CPF VCZ TGXGPWGU. +V iU QPG QH VJG HGY
instead of guns. Courtesy of FGXGNQRGF EQWPVTiGU YiVJQWV CP iPEQOG VCZ. 0GY ;QTMoU EWOWNCViXG DGF VCZ QP
Aleksandar Todorovic/Fotolia. JQVGN TQQOU TCiUGU JWPFTGFU QH OiNNiQPU QH FQNNCTU iP CPPWCN TGXGPWGU. &CNNCU, LQU
#PIGNGU, CPF
*QWUVQP CNN JCXG DGF VCZGU iP GZEGUU QH 12 RGTEGPV. *CYCii FGTiXGU C JGCX[ RGTEGPV
Multiplier effect. Tourist
QH iVU VQVCN UVCVG CPF EQWPV[ VCZGU HTQO VQWTiUO.
expenditures that are recycled
through the local economy, being CTiViEU QH UWEJ VCZCViQP EQPVGPF VJCV VJGUG UEJGOGU CTG VCZCViQP YiVJQWV TGRTG-
UGPVCViQP CPF GXGPVWCNN[ NGCF VQ ECTGNGUU IQXGTPOGPV URGPFiPI QT URGPFiPI VJCV
spent and spent again.
JCU NiVVNG TGNGXCPEG VQ RTQOQViPI VQWTiUO CPF GPJCPEiPI VJG VTCXGN
GZRGTiGPEG.
*QURiVCNiV[ CPF VTCXGN OCPCIGTU OWUV OCMG UWTG VJCV DGF VCZGU CPF QVJGT
VQWT- iUV-TGNCVGF VCZGU IQ DCEM iPVQ RTQOQViPI VQWTiUO CPF FGXGNQRiPI VJG
iPHTCUVTWEVWTG VQ UWRRQTV VQWTiUO. #RRTQZiOCVGN[ 53 RGTEGPV QH CNN TQQO VCZ RCiF
D[ XiUiVQTU iP LCU 8GICU IQGU DCEM iPVQ VJG EQOOWPiV[, VTCPUNCViPI iPVQ JWPFTGFU
QH OiNNiQPU QH FQNNCTU FiUVTiDWVGF COQPI EQOOWPiV[ CIGPEiGU VQ DWiNF TQCFU,
RCTMU, UEJQQNU, CPF QVJGT IQXGTPOGPV RTQITCOU VJCV DGPGHiV VJG TGUiFGPVU. 16
6QWTiUO CNUQ [iGNFU C HiHVJ DGPGHiV: +V UViOWNCVGU GZRQTVU QH NQECNN[ OCFG
RTQFWEVU. EUViOCVGU QH XiUiVQT URGPFiPI QP IiHVU, ENQVJiPI, CPF UQWXGPiTU CTG iP VJG
TCPIG QH 15 VQ 20 RGTEGPV QH VQVCN GZRGPFiVWTGU. 6JG FGITGG VQ YJiEJ VJGUG RTQFWEVU
CTG OCFG QT CUUGODNGF iP C FGUViPCViQP CHHGEVU VJG GEQPQOiE iORCEV QH VJG NQECN
GEQPQO[.
&GUViPCViQPU FQOiPCVGF D[ CNN-iPENWUiXG TGUQTVU HCEG EJCNNGPIGU HQT
UWUVCiPCDNG VQWTiUO VJCV DGPGHiV NQECNU. CTiViEU QH VJG CNN-iPENWUiXG EQPEGRV iP
JCOCiEC QDUGTXG VJCV NiVVNG QH VJG TGXGPWG IGPGTCVGF D[ VJG TGUQTVU CEVWCNN[
IQGU VQ iORTQXiPI JCOCiECoU UVCPFCTF QH NiXiPI. EXGP VJQWIJ 5CPFCNU CPF
5WRGTENWDU CTG NQECNN[ QYPGF, VJG EQPUiFGTCDNG RTGUGPEG QH HQTGiIP-QYPGF
TGUQTVU IGPGTCVGU NGCMCIG QH OQPG[ DCEM VQ VJG FGXGNQRGF EQWPVTiGU.17 p6QWTiUO,
NQPI XiGYGF CU XiNG, TGRTGU- UiXG, CPF iORGTiCNiUViE D[ VJG CCUVTQ IQXGTPOGPV, YCU
QWV QH PGEGUUiV[ IiXGP EGPVGT UVCIG CU VJG UJiPiPI UVCT WRQP YJiEJ CWDCoU JQRGU
HQT C RTQFWEViXG CPF GEQPQO- iECNN[ UQWPF HWVWTG YCU RiPPGF.”18 6JiU TGXGTUCN D[
VJG CCUVTQ IQXGTPOGPV UJQYU VJG iORQTVCPEG QH VQWTiUO, GURGEiCNN[ iP iUNCPF
EQWPVTiGU.
5QEiCN/CwNVwTCN EHHGEVu QH 6QwTiuO

6QWTiUO ITQYVJ CHHGEVU VJG UQEiCN/EWNVWTCN DCUiU QH FGUViPCViQPU iP DQVJ
RQUiViXG CPF PGICViXG YC[U. CWDC QHHGTU CP GZVTGOG GZCORNG. #HVGT CCUVTQ
QRGPGF CWDCoU FQQTU VQ VQWTiUO, CP WPGZRGEVGF UQEiGVCN RJGPQOGPQP
QEEWTTGF. 6JG VQWTiUO DQQO TGUWNVGF iP VJG FGRCTVWTG QH JiIJN[ VTCiPGF
RTQHGUUiQPCNU HTQO VJGiT ECTGGTU. 2J[UiEiCPU, VGCEJGTU, GPIiPGGTU, CPF QVJGTU
CDCPFQPGF VJGiT RTQHGUUiQPU VQ DGEQOG YCiVGTU, DCTVGPFGTU, CPF DGNNJQRU. #
VGCEJGT GCTPiPI 180 RGUQU RGT OQPVJ EQWNF GCUiN[ GCTP VJCV COQWPV iP C FC[ iP
VQWTiUO. +P CFFiViQP, iPFiXiFWCNU YiVJ JCTF EWTTGPE[ CESWiTGF HTQO ViRU EQWNF
UJQR iP VJG pFQNNCT UVQTG” YJGTG QPN[ HQTGiIP EWTTGPE[ YCU CEEGRVGF. 6JGUG
UVQTGU JCF PQ
UJQTVCIG QH
EQPUWOGT
RTQFWEVU.
#U
TGIWNCViQPU
YGTG TGNCZGF iP
CWDC,
VJQWUCPFU QH
CWDCP EiVi\GPU
QRGPGF CPF
QRGTCVGF C
OWNViVWFG QH
UOCNN XGPVWTGU
UWEJ CU JQOG
TGUVCWTCPVU CPF
JCPFETCHVU.19
&GUViPCViQPU OC[ PQV YGNEQOG VQWTiUVU WPiHQTON[. &WG

VQ NQECViQP, ENiOCVG, NiOiVGF TGUQWTEGU, Ui\G, CPF
EWNVWTCN JGTiVCIG, UQOG RNCEGU JCXG HGY GEQPQOiE
EJQiEGU QVJGT VJCP VQ RCTViEiRCVG iP VQWTiUO. 5QOG
GPICIG iP VQWTiUO YiVJ OiZGF GOQViQPU CPF, CV ViOGU,
CODiXCNGPEG. (QT iPUVCPEG, $CNi iU EQPEGTPGF VJCV
VQWTiUO iU FGUVTQ[iPI iVU EWNVWTG, CU HCTONCPF DGEQOGU
TGUQTVU CPF PGY jQDU WPTCXGN HCOiN[ XCNWGU. p$CNi CPF
VQWTiUO iU PQV C OCTTiCIG QH NQXG,” QDUGTXGF C $CNi
VQWTiUO QHHiEiCN, ENGCTN[ HQEWUiPI QP VJG FiNGOOC QH
EWNVWTCN DTGCMFQYP.
6JiU iU DGEQOiPI C UGTiQWU iUUWG iP OCP[ RCTVU QH
VJG 7PiVGF 5VCVGU, RCTViEWNCTN[ VJG 9GUV. 6JG RGQRNG
QH CQNQTCFQ XQVGF CICiPUV VJG WUG QH VCZ TGXGPWGU HQT WUG
iP VQWTiUO RTQOQViQP. +P OCP[ UOCNN EQOOWPiViGU,
TGUiFGPVU CTG iPETGCUiPIN[ QRRQUGF VQ VJG WUG QH UCNGU VCZ
TGEGiRVU HQT VQWTiUO RTQOQViQP. 1VJGTU JCXG OQWPVGF
QRRQUiViQP VQ NCTIG ITQWRU VJCV DTiPI VJQWUCPFU QH XiUiVQTU
VQ VJG EQOOW- PiV[, UWEJ CU DCUGDCNN VQWTPCOGPVU, URTiPI
XCECViQP UVWFGPVU, QT OQVQTE[ENG GXGPVU. 6JG OiZVWTG QH
HWNN-ViOG TGUiFGPVU XGTUWU QYPGTU QH UGEQPF JQOGU iU
EJCPIiPI iP OCP[ TGUQTV EQOOWPiViGU, YiVJ RCTV-ViOG
TGUiFGPVU DGEQOiPI C ITGCVGT RGTEGPVCIG QH VJG RQRWNCViQP.
6JGUG RGQRNG FQ PQV FGRGPF QP VJG NQECN GEQPQO[ HQT
GORNQ[OGPV CPF QHVGP XiGY OCUUGU QH VQWTiUVU CU C
PGICViXG HCEVQT iP VJGiT GPjQ[OGPV QH VJG EQOOWPiV[.
+P 1EJQ 4iQU, JCOCiEC, CNN-iPENWUiXG TGUQTVU CTG QYPGF
OQUVN[ D[ HQTGiIP iPXGUVQTU VJCV VCTIGV UJQTV-UVC[ CPF
DiI URGPFGTU YJQ OiIJV PGXGT NGCXG VJG TGUQTV iVUGNH,
Las Vegas is a man-made YJiEJ FQGU PQV JGNR NQECN DWUiPGUUGU QT EWNVWTCN
destination attracting over WPFGTUVCPFiPI.
40 million visitors a year,
generating $45 billion in
economic impact. Courtesy of EPxiTQPOGPVCN EHHGEVu QH 6QwTiuO
Las Vegas News Bureau.
6QQ QHVGP, VQWTiUO RNCPPGTU HQEWU OQUVN[ QP FGUViPCViQP FGXGNQROGPVU YiVJQWV
RC[iPI CVVGPViQP VQ TGVCiPiPI CPF RTGUGTXiPI VJG CVVTiDWVGU VJCV CVVTCEVGF VTCXGNGTU
VQ VJG FGUViPCViQP iP VJG HiTUV RNCEG. +VCN[oU #FTiCViE 5GC EQCUV JCU DGGP FGXCUVCVGF
D[ VJG CFXGTUG RWDNiEiV[ CUUQEiCVGF YiVJ VJG ITQYVJ QH DTQYP CNICG VJCV OCMGU
UYiO- OiPI PGCTN[ iORQUUiDNG. )TQYiPI RQNNWViQP NGXGNU CV VJG )TCPF CCP[QP
CPF QXGT- ETQYFiPI iP ;QUGOiVG 8CNNG[ OC[ UiIPiHiECPVN[ FiOiPiUJ VJG
CVVTCEViXGPGUU QH VJGUG ITGCV PCViQPCN RCTMU. 5QOG QH ECUV #HTiECoU TGPQYPGF ICOG
RCTMU CTG DGiPI VWTPGF iPVQ FWUV DQYNU D[ VQWTiUVU HGTTiGF CTQWPF iP HQWT-YJGGN-
FTiXG XGJiENGU.
)TGGEGoU PCViQPCN VTGCUWTG, VJG HQTOGTN[ YJiVG OCTDNG 2CTVJGPQP iP
#VJGPU, UVCPFU CU C RQNNWViQP-UVCiPGF U[ODQN QH GPXiTQPOGPVCN PGINGEV.
6JCiNCPFoU DGCW- ViHWN DGCEJ TGUQTVU CPF VGORNGU JCXG DGGP UGXGTGN[ FCOCIGF D[
RQNNWViQP CPF RQQT UCPiVCViQP.
6JG 9CXG, C URGEVCEWNCT JWTCUUiE-GTC 0CXCjQ UCPFUVQPG HQTOCViQP PGCT $iI
9CVGT, 7VCJ, iU QPG QH VJG OQUV RJQVQITCRJGF TQEM HQTOCViQPU iP 0QTVJ #OGTiEC. +V
iU CNUQ RQRWNCT CU C JiMiPI FGUViPCViQP VJCV VJG $WTGCW QH LCPF /CPCIGOGPV ($L/)
NiOiVU FCiN[ XiUiVU VQ 20 RGQRNG, YJQ CTG UGNGEVGF D[ C TCPFQO FTCYiPI QH PWODGTU.20
6JiU OC[ YGNN DG C XiGY QH VJiPIU VQ EQOG, CU VJQUG TGURQPUiDNG HQT PCVWTCN CPF
JiUVQTiECN CVVTCEViQPU VJTQWIJQWV VJG YQTNF UVTWIING VQ RTQVGEV VJGiT RTQRGTViGU [GV
UGTXG iPETGCUiPI PWODGTU QH XiUiVQTU. 5WUVCiPCDNG VQWTiUO iU C EQPEGRV QH VQWTiUO
OCPCIGOGPV VJCV CPViEiRCVGU CPF RTGXGPVU RTQDNGOU VJCV QEEWT YJGP ECTT[iPI
ECRCEiV[ iU GZEGGFGF.
EEQVQWTiUO iU QPG QH VJG HCUVGUV-ITQYiPI PiEJG OCTMGVU iP VJG VTCXGN iPFWUVT[
CPF IGPGTCNN[ XiGYGF CU TGRTGUGPViPI UWUVCiPCDNG VQWTiUO. +P HCEV, VJiU QEEWTU
QPN[ YJGP VJG IQXGTPOGPV CPF VJG RTiXCVG iPFWUVT[ EQQRGTCVG iP RNCPPiPI CPF
UVTiEV GPHQTEGOGPV QH TGIWNCViQPU CPF NCYU. CQUVC 4iEC iU EQOOQPN[ EiVGF CU
C IQQF GZCORNG QH GEQVQWTiUO. $[ EQPVTCUV, GEQVQWTiUO iP 0GRCN PQY
TGUGODNGU OCUU VQWTiUO. 6YQ JWPFTGF OQWPVCiP NQFIGU JCXG DGGP DWiNV, YiVJ
NCTIG CTGCU ENGCTGF HQT ViODGT, TGUWNViPI iP GTQUiQP. EZEGUUiXG JiMiPI JCU CNUQ
TGUWNVGF iP GTQUiQP CU YGNN CU VTCUJ CPF UGYCIG RTQDNGOU, GXGP QP /QWPV
EXGTGUV.21
MODIFIED ENVIRONMENTS: ECOTOURISM

SUBSETS 6QFC[, OGODGTU QH VJG
VQWTiUO iPFWUVT[ UWEJ CU TGUQTVU, UMi
NQFIGU, IQNH EQWTUGU, CPF EiV[ EGPVGTU
JCXG FGXGNQRGF JCDiVCVU QP VJGiT
ITQWPFU VJCV GPEQWTCIG YiNFNiHG.
2GTGITiPG HCNEQPU JCXG NGCTPGF VQ VJTiXG
iP 7.5. EiViGU.22
4CVJGT VJCP RTQXiFG PGCVN[ OCPi-
EWTGF NCYPU CPF RNCPVU VJCV RTQXiFG PQ
HQQF XCNWG VQ CPiOCNU, UQOG TGUQTVU
CTG GPEQWTCIiPI PCVWTCN CTGCU, PGUViPI
UiVGU, CPF CTViHiEiCN TGGHU. )WGUVU CTG
WUWCNN[ VJTiNNGF VQ UGG YiNFNiHG QP VJG
ITQWPFU. #FOiVVGFN[, RTQDNGOU ECP
QEEWT CU FGGT RQRWNCViQPU GZRNQFG QT
FCPIGTQWU RTGF- CVQTU TCPIiPI HTQO
Costa Rica attracts ecotourists RQiUQPQWU UPCMGU VQ ETQEQFiNGU CPF
from around the world. EQWICTU HiPF VJG ITQWPFU VQ VJGiT NiMiPI.
Courtesy of
Davey_Rocket/ Fotolia. INDUSTRY (PUBLIC AND PRIVATE) AND COMMUNITY COOPERATION &GUViPCViQP
VQWTiUO FGRGPFU QP RWDNiE/RTiXCVG RCTVPGTUJiRU QT jQiPV FGXGNQRiPI iP RNCPPiPI,
HiPCPEiPI, CPF iORNGOGPVCViQP. 5WEEGUUHWN NQPI-TWP VQWTiUO FGUViPCViQPU
TGSWiTG EQQRGTC- ViQP iP RNCPPiPI COQPI EQPUViVWGPEiGU. /CP[ EQOOWPiViGU
VJCV FiTGEVN[ FGRGPF QP VQWTiUO HCiN VQ EQQTFiPCVG iORQTVCPV UGEVQTU QH VJG
GEQPQO[. 2WDNiE CWVJQTiV[ iU TGSWiTGF VQ ENGCT, FGXGNQR, CPF YTiVG FQYP NCPF
EQUVU CPF VQ OCMG iPHTCUVTWEVWTG iPXGUVOGPVU. 6JG FGUViPCViQP OWUV QHVGP
UWDUiFi\G QT RTQXiFG VCZ iPEGPViXGU HQT RTiXCVG iPXGUVOGPV iP JQVGNU, EQPXGPViQP
EGPVGTU, VTCPUiV, CPF RCTMiPI. 4GUVQTCViQP iU QHVGP ECTTiGF QWV D[ PQPRTQHiV
FGXGNQROGPV EQTRQTCViQPU HTQO VJG 0CViQPCN *iUVQTiE 6TWUV VQ VJG 7.5. 2CTM
5GTXiEG, YiVJ RTiXCVG iPXGUVOGPV RTQOQVGF VJTQWIJ XCTiQWU VCZ iPEGPViXGU. (TQO
CiTNiPGU VQ JQVGNU, VJG VQWTiUV iPFWUVT[ RTQXiFGU FGFiECVGF VCZ TGXGPWGU HTQO HWGN,
NGCUGU, DGF VCZGU, CPF UCNGU VCZGU VQ UWRRQTV C NQPI-VGTO DQPWU HQT ECRiVCN
EQPUVTWEViQP QH VQWTiUV-TGNCVGF iPHTCUVTWEVWTG CPF QVJGT RWDNiE iORTQXG- OGPVU.
5WEJ UVGRU OCFG iV RQUUiDNG HQT 0GY ;QTM CiV[ VQ CFF VJG 5QWVJ 5VTGGV 5GCRQTV
/WUGWO, JCXiVU CQPXGPViQP CGPVGT, CPF ENNiU +UNCPF +OOiITCViQP /WUGWO VQ
iVU VQWTiUV CVVTCEViQP RQTVHQNiQ.
/GIC GXGPVU RTQXiFG iPVGTGUViPI ECUGU VQ GZCOiPG HQT RWDNiE–RTiXCVG RCTVPGT-
UJiR OQFGNU. CiViGU CPF TGIiQPU VWTP VQ UWEJ RCTVPGTUJiRU HQT JQUViPI OGIC GXGPVU
UWEJ CU 1N[ORiEU CPF 9QTNF CWRU. 6JG 2014 9iPVGT 1N[ORiEU iP 5QEJi,
4WUUiC,
CPF VJG 2010 9QTNF CWR iP 5QWVJ #HTiEC CTG UQOG IQQF GZCORNGU.23
&GUViPCViQP OCTMGViPI ECP QPN[ DG UWEEGUUHWN iH CNN UVCMGJQNFGTU CTG iPXQNXGF
iP UVTCVGIiE RNCPPiPI. 6JGTGHQTG, iPVGTPCN OCTMGViPI RTiPEiRNGU UJQWNF DG
CRRNiGF VQ OCTMGViPI FGUViPCViQPU, CU YGNN. 6JiU iPENWFGU GFWECViPI CPF
TGYCTFiPI UVCMG- JQNFGTU, UJCTiPI ETiViECN iPHQTOCViQP YiVJ VJGO, EQQTFiPCViPI
VJG GHHQTVU QH CNN UVCMGJQNFGTU CPF TGUiFGPVU, CPF GPICIiPI VJGO iP VJG UVTCVGIiE
OCTMGViPI RNCPPiPI.
+P 2014, /iPiUVT[ QH JCOCiEC RCTVPGTGF YiVJ VJG JCOCiEC EPXiTQPOGPV
6TWUV (JE6) VJTQWIJ C $34 OiNNiQP GPXiTQPOGPVCN CYCTGPGUU iPiViCViXG ECNNGF VJG
pCNGCP CQCUVU 2TQjGEV.” 6JG QPG-[GCT RTQjGEV iU iPVGPFGF VQ GFWECVG CPF
GPEQWTCIG JCOCiECPU CPF XiUiVQTU VQ GPICIG iP UWUVCiPGF ENGCP-WR CEViXiViGU
VJTQWIJQWV VJG [GCT.24
CARBON-NEUTRAL VACATIONS #U VJG PWODGT QH EQPEGTPU CDQWV INQDCN YCTO-

iPI iPETGCUGU, VJG FGOCPF HQT ECTDQP-PGWVTCN XCECViQPU YiNN CNUQ iPETGCUG. /CP[
CFjWUVOGPVU NiG CJGCF HQT JQURiVCNiV[ RTQXiFGTU CPF VJGiT IWGUVU. 6JG EJCNNGPIG
iU CNTGCF[ FiHHiEWNV CV UQOG NWZWTiQWU TGUQTVU YJGTG GPGTI[-iPVGPUiXG COGPiViGU
CTG RNGPViHWN. 2TiEGU CV VJG GiPI 2CEiHiE LQFIG, C FGNWZG HNQCViPI NQFIG QP VJG
TGOQVG
$TiViUJ CQNWODiC EQCUV, UVCTV CDQWV $5,000 RGT JGCF HQT VJTGG PiIJVU, iPENWFiPI VJG
HNQCV RNCPG, URC VTGCVOGPV, CPF CWDCP EiICTU. EXGP UQ, VJG NQFIG JCU UCiF PQ
VQ IWGUVU HQT TGSWGUVU FGVGTOiPGF VQ DG GPXiTQPOGPVCNN[ WPHTiGPFN[, UWEJ CU
QPG VQ JiTG VJTGG VYiP-GPIiPG DQCVU VQ VCMG C RCTV[ QH UGXGP UCNOQP HiUJiPI.
6JG IWGUV
QHHGTGF VQ RC[ GZVTC HQT VJG HWGN DWV YCU UViNN FGPiGF DGECWUG QH EQPEGTPU CDQWV VJG
GPXiTQPOGPV.25
$GECWUG NGiUWTG VTCXGN iU GOQViQPCN CPF FiUETGViQPCT[, IWGUVU JCXG EQOG
VQ GZRGEV COGPiViGU CPF UGTXiEGU YiVJQWV SWGUViQPiPI VJG GPXiTQPOGPV. 6JG
HQNNQYiPI CTG IWGUV RTiXiNGIGU HQTOGTN[ VCMGP HQT ITCPVGF CPF PQY DGiPI
SWGUViQPGF:
Results (lbs of CO2)

Using fresh towels each day 0.5
Jet ski (3 hours) 730
Keeping hotel room cool (24 hours) 105
Eighteen holes of golf in a cart 3
Taking a Coke from minibar 2
45 minutes on treadmill 2
Two hours fishing trip in a boat 420 per passenger
45-minute helicopter ride 350 per passenger
6JG GORJCUiU QP C12 GOiUUiQPU YiNN PQV DG RQRWNCT QT CEEGRVCDNG VQ CNN IWGUVU.
# $GXGTN[ *iNNU FiXQTEG NCY[GT YJQ YCU C IWGUV CV GiPI 2CEiHiE LQFIG UCiF
VJiU
QH UWEJ GHHQTVU, p+VoU RWVViPI C $CPF-#iF QP C YQTNFYiFG UQTG. +VoU ITGCV HQT NiDGTCN
RGQRNGtVJQUG YJQ CTG CPVCIQPiUViE VQ VJG YGCNVJ[, YJQ CTG CDNG VQ CHHQTF VQ TiFG iP
C JGNiEQRVGT.”
■■■ 6QwTiuO &GxGNQROGPV CPF +PxGuVOGPVu

6QWTiUV EQORGViViQP iU HiGTEG COiF C ITQYiPI CPF EQPUVCPVN[ EJCPIiPI
VQWTiUV OCTMGV. +P CFFiViQP VQ UVTQPI VQWTiUV FGUViPCViQPU, FGENiPiPI RNCEGU
WRITCFG CPF OCMG PGY iPXGUVOGPVU, CPF PGY RNCEGU CRRGCT. LGCXGPYQTVJ,
9CUJiPIVQP, CP QNF NQIIiPI CPF OiPiPI VQYP, GZRGTiGPEGF TGXiXCN YJGP iV
VTCPUHQTOGF iVUGNH iPVQ C
$CXCTiCP XiNNCIG. 9iPVGTUGV, +QYC, JQJP 9C[PGoU DiTVJRNCEG, iU PQY XiUiVGF D[
VQWT- iUVU. 5G[OQWT, 9iUEQPUiP, NC[U ENCiO VQ DGiPI JQOG QH VJG HiTUV JCODWTIGT,
JQUViPI #WIWUV *CODWTIGT &C[U. 5G[OQWT QTICPi\GTU QPEG EQQMGF VJG
YQTNFoU NCTIGUV JCODWTIGT, YGiIJiPI 5,520 RQWPFU.
+P 5JCPFQPI RTQXiPEG QH CJiPC, VJG EiV[ QH 3WHW YCU VJG JQOGVQYP QH
CQPHWEiWU, VJG CPEiGPV RJiNQUQRJGT CPF GFWECVQT. 3WHW VQWTiUO TGUQWTEGU
CTG OCiPN[ JiUVQTiECN CPF EWNVWTCN. 6QFC[ OWEJ QH VJG VQWTiUO DWUiPGUU iU NGF D[
VJG IQXGTPOGPV. 3WHW PGGFU VQ FiXGTUiH[ VQWTiUO RTQFWEVU CPF FGXGNQR OQTG
CEEQO- OQFCViQP HCEiNiViGU D[ UGGMiPI HWTVJGT EQQRGTCViQP DGVYGGP RTiXCVG
CPF RWDNiE UGEVQT.26
9iVJ VJG EWTTGPV 7.5. VTGPF VQYCTF UJQTVGT DWV OQTG HTGSWGPV XCECViQPU, OCP[
RNCEGU YiVJiP 200 OiNGU QT UQ QH OCjQT OGVTQRQNiVCP CTGCU JCXG HQWPF PGY QRRQTVW-
PiViGU VQ CEEGUU VJG VQWTiUV OCTMGV. LQECN VQWTiUO CPF EQPXGPViQP DWTGCWU VQWV VJG
VJGOG, p5VC[ CNQUG VQ *QOG.” 6JG LQWiUiCPC 1HHiEG QH 6QWTiUO URGPV $6 OiNNiQP VQ
OCTMGV C UWOOGT VTCXGN DCTICiP RTQITCO VQ C 500-OiNG OCTMGV.
CiViGU ETGCVG OCP[ VQWTiUV CVVTCEViQPU. &CTNiPI *CTDQWT iP 5[FPG[ JCU FGXGN-
QRGF CU C OCjQT VQWTiUV CVVTCEViQP. +V iU VJG NQECViQP QH VJG 5[FPG[ CQPXGPViQP CPF
EZJiDiViQP CGPVTG CPF JQOG VQ PWOGTQWU TGUVCWTCPVU, TGVCiN UVQTGU, CPF
CVVTCEViQPU, iPENWFiPI VJG 5[FPG[ #SWCTiWO, #WUVTCNiCP 0CViQPCN /CTiViOG
/WUGWO, CPF CP
+OCZ VJGCVGT. 6JG FiUVTiEV iU CNUQ YiVJiP YCNMiPI FiUVCPEG QH VJG 5VCT CCUiPQ
CPF 5[FPG[oU CJiPCVQYP. +V iU GCUiN[ CEEGUUiDNG D[ OQPQTCiN, YCVGT VCZi, QT
VTCiP. $[ ENWUVGTiPI C PWODGT QH CEViXiViGU iPVQ QPG FiUVTiEV, &CTNiPI *CTDQWT
IiXGU VQWTiUVU CPQVJGT TGCUQP VQ XiUiV 5[FPG[ QT UVC[ CP GZVTC FC[ VQ VCMG iP
VJG CVVTCEViQPU. +P CFFiViQP VQ CVVTCEViPI VQWTiUVU, FGXGNQROGPVU NiMG &CTNiPI
*CTDQWT CNUQ RTQXiFG DGPGHiVU HQT NQECN TGUiFGPVU.
Marketing
HIGHLIGHT 17– Cuba Tourism Development: A Time Travel
1
hifting political and economic structures have put
5
care, and cost. Medical tourists are motivated by several
Cuban tourism on a fluctuating course of develop-
elements, including a desire for privacy, a desire to avoid
ment. The most significant setback to Cuba’s tour-
long waiting lists in travelers’ home countries, and quality of
ism industry resulted from the 1962 U.S.-declared trade
facilities and services. Cuba’s success in medical tourism
embargo that restricted travel to Cuba by Americans. The
prompted several Asian countries such as Thailand and
Cuban government also resisted developing international
India, and Caribbean islands such as Jamaica, Barbados,
tourism in the 1960s and the 1970s because of the cor-
and Puerto Rico to jump on the medical tourism band-
rosive effects it had in the prerevolutionary period. With
wagon. These destinations have differentiated and posi-
the fall of the Soviet Union, Cuba shifted its economic and
tioned themselves to develop their own brands of medical
social policy again to rejuvenate tourism and initiated an
tourism and to appeal to various health tourist segments.
aggressive tourism campaign to generate foreign exchange
Cuba portrays itself offering extensive health services,
and stimulate investment. Since then, international tourism
high-quality doctors, quality facilities, and services at a low
made huge inroads in Cuba’s economic landscape, sur-
cost and specializes in rehabilitation, cancer care, dentistry,
passing sugar and nickel exports in 1997 as the single
eye care, and cosmetic surgery. Jamaica is positioning itself
largest earner of hard currency.
in the wellness market, whereas Barbados is positioning
Cuba made health care a priority after its 1959 revolu-
itself as a destination for infertility treatments. Puerto Rico
tion. The fall of the Soviet Union and an expanding trade
is branding itself as a medical destination for U.S. patients
deficit urged Cuba to give priority to its health industry
seeking lower-priced care particularly for cardiovascular
to boost tourism. The country invested significantly in its
and orthopedic surgeries.
health infrastructure and biotechnology and implemented
Cuba also showcased its health services by sending
an aggressive public health strategy. This resulted in com-
its health resources abroad to help the victims of natural
petitive advantage comparable to or better than even indus-
disasters. For example, when Kashmir faced a
trialized countries. Indeed, Cuba has a long history in health
catastrophic earthquake in 2005, Cuba sent 3,000 medical
or medical tourism. Pre-Castro Cuba attracted American
staff and enough equipment to erect 30 field hospitals.
women wanting an abortion. The “Havana weekend” was
Four-hundred Cuban doctors were among the first to place a
a travel package including airfare, medical care, and hotel
hospital and provide care to the victims of Haiti’s 2010
accommodation.
earthquake.
Medical or health tourism has now become a
Another tourism development triggered by the fall
worldwide phenomenon and is a growing international
of Soviet Union was sports tourism. Marabana is the
trend. The market is segmented by purpose, complexity
International Marathon in Havana, with participants from all
and type of
over the world. Around 3,000 people from over 70 coun-
tries feel motivated enough every year to get to the starting
line. The development of sports tourism on the island was
logical because the majority of visitors to Cuba do not come
solely for the sport but also for destination’s traditional
tourism offerings such as sun, sea, sand, and hedonistic
pleasure seeking. U.S. citizens now will be able to travel
legally to Cuba to participate in the Marabana Havana
Marathon or Half Marathon.
Tourism development in Cuba has primarily focused on
mass tourism, with an emphasis on all-inclusive packages.
Varadero is a classic destination of mass tourism develop-
ment and has followed an intensive development strategy.
Cuba has vast resources for developing tourism and com-
parative advantages, which includes its unique history
and culture. For example, Havana offers distinctive
architec- ture, heritage, and cultural tourism. The rest of
the country has the potential to be marketed for
ecotourism, adventure tourism, and nature tourism. A
more diversified tourism strategy and development is
needed to make Cuba’s tourism feasible for the long
term.
Investing in the health industry is one way for Cuba to
increase gross domestic product, upgrade services, cre-
The Hotel Nacional de Cuba is considered a symbol of history, ate jobs, generate foreign exchange, and boost tourism.
culture, and Cuban identity. Courtesy of Philip Kotler. Americans may see appeal of medical tourism in Cuba if
the restrictions are further relaxed.
A destination audit study revealed that Cuba’s strengths of cooperation and collaboration between different stake-
were the potential for developing a diverse tourism prod- holders—government, businesses, tourists, and the local
uct, beautiful beaches, many colonial sites, music, cul- residents. For the moment, however, it is the government
ture, good security, friendliness of the host society, and the who continues to lead.
growth of joint venture hotels that have better service and
quality standards. However, the audit also uncovered some
weaknesses such as poor transportation system and travel Sources: http://news.yahoo.com/cuba-tourist-arrivals-hit-
services and the lack of telecommunication and internet record-2014-105618176.html (retrieved on December 31,
2014); Annette B. Ramírez de Arellano, “Medical Tourism in
access.
the Caribbean” Signs (Winter 2011): 289–297; “CUBA: Revival
In 2015, the popular online home-rental service Airbnb of
announced that it now lists more than 1,000 accommo- Interest in Cuban Medical Tourism,” International Medical Travel
dation options on the island, which is half of the island’s Journal, http://www.imtj.com/news/?entryid82=425382 (retrieved
inventory. One of the most developed elements of Cuba’s on August 1, 2015); Sheryl Marie Elliott and Lisa Delpy Neirotti,
entrepreneurial sector is a network of thousands of privately “Challenges of Tourism in a Dynamic Island Destination: The Case
owned rooms and houses for tourists. The properties of Cuba,” Tourism Geographies (August 2008): 375–402; William
range from small apartments in central Havana to Neuman, “Americans May See Appeal of Medical Tourism in Cuba
multiroom beach houses with top-notch food and maid If the Restrictions Are Further Relaxed,” The New York Times,
service. February 15, 2015, http://www.nytimes.com/2015/02/18/world/
americas/americans-may-see-appeal-of-medical-tourism-in-cuba
In 2014, Cuba tourist arrivals hit record 3 million foreign
.html?_r=0; John Sugden, “Running Havana: Observations on
visitors, bringing in over $2.5 billion hard currency. Still,
the Political Economy of Sport Tourism in Cuba,” Leisure Studies,
Cuba needs to further diversify and upgrade its tourism (2007), 26 No 2: 235–251; http://www.havanamarathon.net/
products and services and in addition to packaged tourism. havana-marathon-2014/ (retrieved on August 1, 2015); Michael
Future tourism development strategy for Cuba depends Weissenstein, “Airbnb in Cuba Is a Reality: Start Your Bookings
on sustainable tourism, considering long-term tourism Now” Skift Report (April 02, 2015), http://skift.com/2015/04/02/
impacts (economic, social, and environmental) and the airbnb-in-cuba-is-a-reality-starting-today.
facilitation
&GUViPCViQPU OWUV OCMG OQTG VJCP HiPCPEiCN QT JQURiVCNiV[ iPXGUVOGPVU

VQ CVVTCEV VQWTiUVU. 2NCEGU HiPF VJCV VJG[ OWUV GZRCPF RWDNiE UGTXiEGU,
URGEiHiECNN[ RWDNiE UCHGV[, VTCHHiE CPF ETQYF EQPVTQN, GOGTIGPE[ JGCNVJ,
UCPiVCViQP, CPF UVTGGV ENGCPiPI. 6JG[ OWUV CNUQ RTQOQVG VQWTiUO iPVGTPCNN[ VQ VJGiT
QYP EiVi\GPU CPF DWUi- PGUU TGVCiNGTU, TGUVCWTCPVU, HiPCPEiCN iPUViVWViQPU, RWDNiE CPF
RTiXCVG VTCPUiV, NQFIiPI, RQNiEG, CPF RWDNiE UGTXCPVU. 6JG[ OWUV iPXGUV iP
TGETWiViPI, VTCiPiPI, NiEGPUiPI, CPF OQPiVQTiPI VQWTiUV-TGNCVGF DWUiPGUUGU CPF
GORNQ[GGU.
6QwTiuO ExGPVu CPF #VVTCEViQPu

EXGPVU CPF CVVTCEViQPU CTG VJG VYQ RTiOCT[ UVTCVGIiGU WUGF D[ VQWTiUV FGUViPCViQPU
VQ CVVTCEV XiUiVQTU. 6Q CVVTCEV VQWTiUVU, FGUViPCViQPU OWUV UViNN TGURQPF VQ VJG VTCXGN
DCUiEU QH EQUV CPF EQPXGPiGPEG. LiMG QVJGT EQPUWOGTU, VQWTiUVU YGiIJ EQUVU CICiPUV
VJG DGPGHiVU QH URGEiHiE FGUViPCViQPU CPF iPXGUVOGPV QH ViOG, GHHQTV, CPF
TGUQWTEGU CICiPUV C TGCUQPCDNG TGVWTP iP GFWECViQP, GZRGTiGPEG, HWP, TGNCZCViQP,
CPF OGOQ- TiGU. CQPXGPiGPEG VCMGU QP XCTiQWU OGCPiPIU iP VTCXGN FGEiUiQPU: ViOG
iPXQNXGF iP VTCXGN HTQO CiTRQTV VQ NQFIiPI, NCPIWCIG DCTTiGTU, ENGCPNiPGUU CPF
UCPiVCT[ EQPEGTPU, CEEGUU VQ iPVGTGUVU (DGCEJGU, CVVTCEViQPU, COGPiViGU), CPF
URGEiCN PGGFU (GNFGTN[, FiUCDNGF, EJiNFTGP, FiGVCT[, OGFiECN ECTG, HCZ CPF
EQOOWPiECViQP, CWVQ TGPVCN).
ExGPVu
EXGPVU IGPGTCVG GEQPQOiE iORCEV TGUWNViPI HTQO JQVGN CEEQOOQFCViQPU, HQQF CPF
DGXGTCIG GZRGPFiVWTGU, VQWTiUV CVVTCEViQPU, GPVGTVCiPOGPV, ICUQNiPG, CPF
XCTiQWU UJQRRiPI RWTEJCUGU. EXGPVU XCT[ EQPUiFGTCDN[ iP VJGiT EQORNGZiV[ CPF
EQPVTiDW- ViQP VQ C EQOOWPiV[oU VQWTiUO DCUG. 2QVGPViCN GXGPV UGIOGPVU HQT C
VQWTiUV FGUViPC- ViQP CTG (1) EWNVWTCN EGNGDTCViQPU (G.I., HGUViXCNU CPF TGNiIiQWU
GXGPVU), (2) RQNiViECN GXGPVU, (3) CTVU CPF GPVGTVCiPOGPV GXGPVU (G.I., EQPEGTVU),
(4) DWUiPGUU CPF VTCFG (G.I., EQPXGPViQPU, OGGViPIU, CPF VTCFG UJQYU), (5)
GFWECViQPCN CPF UEiGPViHiE GXGPVU (G.I., EQPHGTGPEGU CPF UGOiPCTU), (6) URQTVU
GXGPVU (OGIC GXGPVU CPF RTQHGUUiQPCN EQORGViViQP), (7) TGETGCViQPCN GXGPVU
(URQTVU CPF ICOGU HQT HWP), CPF (8) RTiXCVG GXGPVU (G.I., YGFFiPIU, RCTViGU, CPF
UQEiCN GXGPVU).27

EXGPVU OC[ DG QHHGTGF D[ PGCTN[ GXGT[ EQOOWPiV[ TGICTFNGUU QH Ui\G.

2WMYCPC, 5QWVJ &CMQVC, C VQYP QH QPN[ 287 RGQRNG, HGCVWTGU C 6WTMG[ 6TQV CPF C
NCYP OQYGT TCEG, CPF DQVJ JCXG TGEGiXGF PCViQPCN RWDNiEiV[. #PQVJGT 5QWVJ
&CMQVC VQYP JQUVU VJG CPPWCN /QVQTE[ENG 4CNN[, YJiEJ CVVTCEVU JWPFTGFU QH
VJQWUCPFU QH XiUiVQTU VQ 5VWTIiU, C VQYP YiVJ C RQRWNCViQP QH 6,442 RGQRNG.
1TICPi\CViQPU EQOOQPN[ TGURQPUiDNG HQT VQWTiUO FGXGNQROGPV CPF
RTQOQ- ViQP CTG VQWTiUO CWVJQTiViGU, VQWTiUO/XiUiVQT DWTGCWU, CJCODGTU QH
CQOOGTEG, EQPXGPViQP CPF XiUiVQT DWTGCWU, VQWTiUO OiPiUVTiGU, CPF QVJGTU.
6JGUG QTICPi-
\CViQPU WUWCNN[ JCXG TGURQPUiDiNiV[ HQT RNCPPiPI CPF QTICPi\iPI GXGPVU FGUiIPGF
VQ DTiPI XiUiVQTU VQ VJG EQOOWPiV[. $QVJ DWUiPGUU CPF NGiUWTG GXGPVU UJQWNF
DG EQPUiFGTGF iP UVTCVGIiE RNCPPiPI. LCU 8GICU TGNiGU JGCXiN[ QP DWUiPGUU CPF
NGiUWTG GXGPVU CPF QHHGTU JiIJN[ FiXGTUiHiGF NCTIG CPF UOCNN GXGPVU, iPENWFiPI
EQPXGPViQPU OGGViPIU, GZJiDiViQPU, URQTV CPF CTVU GXGPVU, EQPEGTVU, UJQYU,
HGUViXCNU, EGNGDTiV[ XiUiVU, CPF RTiXCVG RCTViGU. LCU 8GICU JCU OQTG VJCP 10 OiNNiQP
USWCTG HGGV QH GZJiDiV CPF OGGViPI URCEG. 6JG +PVGTPCViQPCN CQPUWOGT ENGEVTQPiEU
5JQY (+PVGTPCViQPCN CE5), VJG CPPWCN VTCFG UJQY, DQQMU 2 OiNNiQP USWCTG HGGV QH
GZJiDiV URCEG. +V DTiPIU VQIGVJGT QXGT 150,000 TGVCiN DW[GTU, FiUVTiDWVQTU,
OCPWHCEVWTGTU, CPCN[UVU, CPF OGFiC VQ LCU 8GICU VQ RTGXiGY VJG PGYGUV
RTQFWEVU CPF VGEJPQNQIiGU iP VJG $208 DiNNiQP EQPUWOGT GNGEVTQPiEU iPFWUVT[.28
LQECN QTICPi\CViQPU OC[ JCXG YQTVJ[ iFGCU HQT GXGPVU VQ CVVTCEV XiUiVQTU CPF
UJQWNF DG UWRRQTVGF. +P OCP[ ECUGU, NQECN QTICPi\CViQPU RNCP GXGPVU FGUiIPGF HQT
VJG GPjQ[OGPV QH EQOOWPiV[ OGODGTU. 1HVGPViOGU VJG GXGPVU QEEWT CPPWCNN[ CPF
VCMG VJG HQTO QH C HGUViXCN, UWEJ CU C jC\\ HGUViXCN QT EJGTT[ DNQUUQO HGUViXCN.
6QWTiUO RNCPPGTU UJQWNF EQPFWEV C ECTGHWN CWFiV QH VJG GZiUViPI TGUQWTEGU QH VJGiT
EQOOW- PiViGU VQ FGVGTOiPG QRRQTVWPiViGU HQT GXGPVU. 4iXGTU CPF UMi UNQRGU CTG
QDXiQWU, DWV TGUQWTEGU NiMG C NCTIG XCECPV RiGEG QH NCPF OC[ DG QXGTNQQMGF, [GV
VJiU OiIJV NGPF iVUGNH VQ CP GXGPV UWEJ CU C DCNNQQP TQFGQ.
1PG QH VJG DiIIGUV VQWTiUO FTCYU iP YGUVGTP 2GPPU[NXCPiC iU 2[OCVWPiPI
4GUGTXQiT, YJGTG 400,000 XiUiVQTU CTTiXG GCEJ [GCT VQ VJTQY UVCNG DTGCF CV ECTR. 6JiU
JCU QEEWTTGF D[ YQTF QH OQWVJ. 6JQWUCPFU QH ECTR UYiO iP UWEJ ViIJVN[ RCEMGF
ITQWRU VJCV FWEMU YCNM QP VQR QH VJGO. 6JG OC[QT QH PGCTD[ LiPGUXiNNG UCiF, pCCTR-
VQWTiUO MGGRU VJiU VQYP CHNQCV. +V UWRRQTVU UGXGTCN TGUVCWTCPVU, C JiIJ-GPF IiHV
UJQR, CPF XGPFQTU QH UVCNG DTGCF.”29
7VCJ 5JCMGURGCTG (GUViXCN DGICP CU C UOCNN GXGPV CPF DGECOG C
OWNViOiN- NiQP-FQNNCT GXGPV ETGCViPI jQDU, IGPGTCViPI VCZ TGXGPWG, CPF
GPJCPEiPI VQWTiUO. 6JG iPiViCN VYQ-YGGM UGCUQP CVVTCEVGF CP GZEiVGF 3,276
URGEVCVQTU, [iGNFGF C OWEJ PGGFGF $2,000 QP YJiEJ VQ DWiNF C UGEQPF UGCUQP,
CPF FGOQPUVTCVGF VJG EQQRGTC- ViXG TGNCViQPUJiR DGVYGGP EQNNGIG CPF EQOOWPiV[.
6JG HGUViXCN iU PQY C [GCT-TQWPF QRGTCViQP YiVJ C HWNN-ViOG UVCHH QH 26 CPF C
DWFIGV QH QXGT $5 OiNNiQP. 6JG VQVCN GEQPQOiE iORCEV QH VJG HGUViXCN iU GUViOCVGF
VQ DG OQTG VJCP $35 OiNNiQP CPPWCNN[ iP FiTGEV CPF iPFiTGEV GEQPQOiE iORCEV.30
#XGTCIG CPPWCN CVVGPFCPEG iU 120,000 CPF PQPTGUiFGPV XiUiVQTU URGPFiPI QP
NQFIiPI, VTCPURQTVCViQP, TGUVCWTCPVU, CPF UQWXGPiTU iU QXGT $10 OiNNiQP.
$G[QPF VJGiT GEQPQOiE XCNWG, GXGPVU JGNR ETGCVG CP iFGPViV[ HQT C EQOOWPiV[.
7TDCP PGYURCRGTU CPF UWDWTDCP YGGMNiGU QHVGP RWDNiUJ C NiUV QH GXGPVU, HGUViXCNU,
CPF EGNGDTCViQPU QEEWTTiPI YiVJiP C FC[oU FTiXiPI FiUVCPEG. 5VCVG CPF NQECN
VQWTiUO QHHiEGU FQ VJG UCOG, OCMiPI UWTG VJCV VTCXGN CIGPVU, TGUVCWTCPVU, JQVGNU,
CiTRQTVU, CPF VTCiP CPF DWU UVCViQPU JCXG GXGPV-DCUGF ECNGPFCTU HQT RQUViPI.
EXGPVU ECP JGNR FGUViPCViQPU TGFWEG UGCUQPCNiV[ RTQDNGO. 6JG
5JCMGURGCTG (GUViXCN iP 5VTCVHQTF, CCPCFC, DGICP CU C UOCNN TGIiQPCN GXGPV CPF
DGECOG C 0QTVJ #OGTiECP GXGPV HQT VJG 7PiVGF 5VCVGU CPF CCPCFC. /QUV
OWUiECN CPF EWNVWTCN HGUViXCNU iP EWTQRG HQNNQYGF VJG UCOG RCVVGTP, UWEJ CU
5CN\DWTI, EFiPDWTIJ, CPF 5RQNGVQ. EWTQRGoU (GUViXCN QH #TVU RTQXiFGU C UGNGEViQP
COQPI 50 OWUiECN HGUViXCNU HTQO 0QTYC[ VQ 5RCiP, YiVJ UGXGTCN FQ\GP FCPEG
EQORGViViQPU, OCjQT UWOOGT CTV GZJiDiVU, CPF VJGCVGT HTQO LQPFQPoU 9GUV EPF VQ
$GTNiPoU (GUViXCN 9GGMU. 6JG GPViTG EWTQRGCP EQPViPGPV, iPENWFiPI ECUVGTP
EWTQRG, JCU GZRNQFGF iP UWOOGT-RNCEG EQORGViViQP HQT VQWTiUVU. /CjQT 7.5.
EiViGU JCXG UWOOGT RTQITCOU QH UEJGFWNGF GXGPVU, CPF UQOG, UWEJ CU
/iNYCWMGG, JCXG YGNN-GUVCDNiUJGF [GCT-TQWPF GXGPVU.
/iNYCWMGGoU JWPG–5GRVGODGT NCMGHTQPV HGUViXCNU ((GUVC +VCNiCPC, )GTOCP (GUV,
#HTQ (GUV, 2QNiUJ (GUV, CPF QVJGTU) CVVTCEV VQWTiUVU TGIiQPCNN[ CPF PCViQPCNN[.
9iPG HGUViXCNU CPF YiPG VTCiNU CPF VQWTU JCXG DGGP RQRWNCT iP EWTQRG
HQT IGPGTCViQPU. 6JGUG CTG PQY QEEWTTiPI iP VJG YiPG CTGCU QH #WUVTCNiC, 0GY
<GCNCPF, CPF VJG 7PiVGF 5VCVGU. 6JG 0CRC 8CNNG[ QH CCNiHQTPiC JCU QXGT 270
XiPG[CTFU, GCEJ QHHGTiPI C WPiSWG XiUiVQT GZRGTiGPEG HQT VJG 5 OiNNiQP YiPG
VQWTiUVU CPPWCNN[.31 #TGCU PQV RTGXiQWUN[ MPQYP HQT YiPG RTQFWEViQP UWEJ CU
6GZCU, /iUUQWTi, 8iTIiPiC, CPF 0QTVJ CCTQNiPC JCXG GUVCDNiUJGF HGUViXCNU CPF YiPG
VTCiNU.
# UVWF[ D[ VJG 9CUJiPIVQP 5VCVG 9iPG CQOOiUUiQP UJQYGF VJCV 2
OiNNiQP XiUiVQTU C [GCT XiUiV VJG 135 YiPGTiGU iP VJCV UVCVG, IGPGTCViPI $19 OiNNiQP
iP XiUiVQT iPEQOG. 6JG #WUVTCNiCP 9iPGOCMGTU #UUQEiCViQP GUViOCVGF VJCV D[
2025, YiPG VQWTiUO TGXGPWG YQWNF TGCEJ $1.1 DiNNiQP.32
SUSTAINABLE EVENT MARKETING EXGPVU VJCV CVVTCEV C FGUiTGF OCTMGV CPF

JCTOQPi- QWUN[ HiV YiVJ C EQOOWPiV[oU EWNVWTG ECP RTQXiFG DGPGHiEiCN TGUWNVU,
RCTViEWNCTN[ iH VJG GXGPV TGIWNCTN[ TGQEEWTU QXGT C RGTiQF QH [GCTU. EXGPVU VJCV
QEEWT QPN[ QPEG QT VJCV TGSWiTG UWDUVCPViCN ECRiVCN iPXGUVOGPV HQT C EQOOWPiV[
OC[ PQV QHHGT UWHHiEiGPV GEQPQOiE TGVWTPU. # EQOOQP TGRN[ D[ GXGPV RTQOQVGTU iU
VJCV VJG 24 XCNWG QH VJG GXGPV QWVYGiIJU EQUV EQPUiFGTCViQPU. 6JiU ENCiO OWUV DG
ECTGHWNN[ CPF QDjGEViXGN[ CPCN[\GF DGHQTG CEEGRVCPEG. EXGPVU OWUV CNUQ DG
GZCOiPGF HQT VJG RQUUiDNG GHHGEV CPF EWNVWTCN/UQEiGVCN iORCEV VJG[ OC[ JCXG QP VJG
JQUV EQOOWPiV[. p&GUViPCViQPU OWUV EJQQUG VJGiT GXGPVU VQ HiV VJG PGGFU QH VJG
NQECNiV[, UiPEG GCEJ GXGPV FTCYU QP iVU QYP V[RG QH ETQYF.”33
5QOG GXGPVU CTG PQY OCTMGVGF CU DGiPI pITGGP” QT pUWUVCiPCDNG.” )TGGP GXGPVU
ECP PQV QPN[ UCXG OQPG[ DWV CNUQ JGNR VJG GXGPV UVCPF QWV HTQO VJG ETQYF.
(QT GZCORNG, GXGPVU WUG FQYPNQCFCDNG EQPVGPV VQ FGETGCUG VJG ECTDQP HQQVRTiPV
CPF CVVTCEV OQTG ETQYF WUiPI QPNiPG TGUQWTEGU iP CP iPETGCUiPIN[ FiIiVCN CIG.
2TQHGUUiQPCN GXGPV RNCPPGTU YiVJiP VQWTiUO CIGPEiGU EQOOQPN[
GUVCDNiUJ TGSWiTGOGPVU EQPEGTPiPI FGUiTCDNG GXGPVU. *GTG CTG UQOG GZCORNGU:
• EXGPV OWUV CVVTCEV C OiPiOWO PWODGT QH XiUiVQTU.

• EXGPV OWUV EQORNGOGPV CPF GPJCPEG VJG EWNVWTCN PCVWTG QH VJG EQOOWPiV[.
• EXGPV UJQWNF DG TGRNiECDNG iP HWVWTG [GCTU, iFGCNN[ QP CP CPPWCN DCUiU.
• 9QTMGTU HTQO VJG EQOOWPiV[ UJQWNF DG GORNQ[GF iH RCTV-ViOG RCiF
GORNQ[GGU CTG PGGFGF.
• EXGPVU OWUV PQV ETGCVG FGUVTWEViQP QH RTiXCVG QT RWDNiE RTQRGTViGU.
• #U OWEJ CU RQUUiDNG, GXGPVU UJQWNF WUG VJG UGTXiEGU QH NQECN EQORCPiGU, UWEJ
CU HQQF ECVGTGTU.
• EXGPVU UJQWNF RTQXiFG IWGUVU HQT NQECN JQVGNU iH JQVGN DGF VCZ OQPiGU CTG WUGF
iP VJGiT RTQOQViQPU.
• EXGPVU UJQWNF CNNQY/GPEQWTCIG RCTViEiRCViQP D[ NQECN TGUiFGPVU.
SPORTS EVENTS /CP[ EQOOWPiViGU XiGY URQTVU GXGPVU CU CVVTCEViXG YC[U VQ

DTiPI XiUiVQTU VQ VJGiT FGUViPCViQPU. 6JGUG GXGPVU CTG QHVGP GPjQ[GF D[ DQVJ
XiUiVQTU CPF TGUiFGPVU.
5RQTVU VTCXGN iP VJG 7PiVGF 5VCVGU iU GUViOCVGF CV $27 DiNNiQP GCEJ [GCT, YiVJ
75 million American adults traveling to attend a sports event as spectator or partic-
iRCPV.34 LCU 8GICU JQUVU OCjQT URQTVU GXGPVU UWEJ CU 0#5C#4 (0CViQPCN #UUQEiCViQP
Sydney, Australia’s Darling

Harbour is an example of a
well-planned tourist center.
Courtesy of Roxor/Fotolia.
HQT 5VQEM CCT #WVQ 4CEiPI), VJG LCU 8GICU $QYN, CPF VJG 0CViQPCN (iPCNU
4QFGQ. 6JG CVVGPFGGU URGPF OQTG QP NQFIiPI CPF PQP-ICOiPI CEViXiViGU VJCP QP
ICODNiPI.
)QNH JCU DGEQOG C XiCDNG PGY OCTMGV UGIOGPV HQT LCU 8GICU.
6YQ XGT[ RQRWNCT URQTVU GXGPVU CTG DiMiPI CPF OCTCVJQPU. #P GZCORNG iU
4iFG 6JG 4QEMiGU iP YJiEJ 4,000 RGQRNG CRRN[ VQ TiFG 409 OiNGU CETQUU CQNQTCFQ.
4iFGTU EQOG HTQO CNN 50 UVCVGU CPF OCP[ HQTGiIP PCViQPU. *QUV EiViGU CNQPI VJG
TQWVG DGPGHiV VJTQWIJ VTCXGN GZRGPFiVWTGU HTQO VJG TiFGTU CU YGNN CU EQPVTiDWViQPU
HTQO VJG URQPUQTU VQ PQPRTQHiV EJCTiViGU iP VJG JQUV EiViGU.35
6JG 9CNV &iUPG[ 9QTNF /CTCVJQP EQXGTU C 26.2-OiNG EQWTUG CPF CVVTCEVU QXGT
17,000 TWPPGTU. 6JiU UiPING GXGPV HiNNU &iUPG[ 9QTNF YiVJ 110,000 XiUiVQTU FWTiPI
C PQTOCNN[ UNQY RCTV QH VJG [GCT. 6JG UWEEGUU QH VJiU OCTCVJQP RTQORVGF &iUPG[
VQ CFF C 2TiPEGUU *CNH /CTCVJQP HQT YQOGP. #NN &iUPG[ OCTCVJQPU UGNN QWV
HCT iP CFXCPEG, FGURiVG EQORCTCViXGN[ JiIJ GPVT[ HGGU. p9G NiVGTCNN[ VCMG QXGT
9CNV &iUPG[ 9QTNF,” UCiF C URQMGURGTUQP HQT &iUPG[. p9G QXGTYJGNO VJG
RTQRGTV[ YiVJ TWPPGTU.”36
#VVTCEViQPu
#VVTCEViQPU OC[ DG PCVWTCN, UWEJ CU 0iCICTC (CNNU QT VJG 5EQVViUJ *iIJNCPFU,
QT OCPWHCEVWTGF, UWEJ CU VJG UJQRRiPI CTGCU QH $WEMiPIJCO 2CNCEG, *QPI GQPI,
QT VJG 8CViECP.
/CP[ PCViQPU JCXG TGEQIPi\GF VJG XCNWG QH VJGUG PCVWTCN CVVTCEViQPU CPF JCXG
ETGCVGF PCViQPCN QT UVCVG RCTMU VQ RTQVGEV VJGO. *QYGXGT, VJG UJGGT PWODGTU
QH XiUiVQTU YiUJiPI VQ GZRGTiGPEG CVVTCEViQPU VJTGCVGP VJG CDiNiV[ QH VJQUG iP EJCTIG
VQ RTQVGEV VJGO.
6JG NQPI-TWP UWEEGUU QH VQWTiUO YiNN FGRGPF QP OCPWHCEVWTGF CVVTCEViQPU VQ
UCViUH[ VJG FGUiTG HQT VTCXGN. *iUVQTiE CVVTCEViQPU UWEJ CU VJG R[TCOiFU QH EI[RV CPF
/GZiEQ CTG CNUQ CV TiUM YiVJ iPETGCUGF XiUiVQT PWODGTU. 0GY CVVTCEViQPU CTG
EQPViP- WQWUN[ PGGFGF. 6JiU TGSWiTGU VQWTiUO iPXGUVOGPV.
6QWTiUO iPXGUVOGPV TCPIGU HTQO TGNCViXGN[ NQY-EQUV OCTMGV GPVT[ HQT HGUViXCNU
QT GXGPVU VQ OWNViOiNNiQP-FQNNCT iPHTCUVTWEVWTG EQUVU QH UVCFiWOU, VTCPUiV
U[UVGOU, CiTRQTVU, CPF EQPXGPViQP EGPVGTU. 4GICTFNGUU QH VJG EQUV, WTDCP TGPGYCN
RNCPPGTU UGGM VQ DWiNF VQWTiUO iPVQ VJG JGCTV QH VJGiT EiV[oU TGXiVCNi\CViQP.
$QUVQPoU 3WiPE[
/CTMGV, 0GY ;QTMoU LiPEQNP CGPVGT, CPF 5CP (TCPEiUEQoU (iUJGTOCPoU 9JCTH
CTG GZCORNGU. 6JG CDiNiV[ VQ EQPEGPVTCVG CVVTCEViQPU, HCEiNiViGU, CPF UGTXiEGU iP C
EQPXG- PiGPV, CEEGUUiDNG NQECViQP iU GUUGPViCN VQ ETGCVG C UVTQPI FGUViPCViQP RWNN.
+P EGPVTCNN[ RNCPPGF GEQPQOiGU, IQXGTPOGPVU EQPVTQN, RNCP, CPF FiTGEV VQWTiUV
FGXGNQROGPV. 6QWTiUO iU PGEGUUCT[ VQ GCTP JCTF EWTTGPEiGU HQT VTCFG CPF
FGXGN- QROGPV CPF UGTXGU PCViQPCN RWTRQUGU. 6QWTiUV GZRCPUiQP iU JiIJN[
FGRGPFGPV QP RWDNiE iPXGUVOGPVU, YJiEJ JCXG RTQXGF VQ DG YQGHWNN[ iPCFGSWCVG
Mayan ruin in Chichen Itza YiVJQWV RTiXCVG iPXGUVOGPV CPF OCTMGV OGEJCPiUOU VQ TGURQPF VQ EJCPIiPI
is one of the most visited EQPUWOGT PGGFU CPF YCPVU. /CP[ PCViQPU RTQOQVG RTiXCVG iPXGUVOGPV VJTQWIJ
attraction in Mexico and one of jQiPV XGPVWTGU, HQTGiIP QYPGTUJiR, CPF ViOG UJCTiPI HQT iPFiXiFWCN iPXGUVQTU. 6JG
the New Seven Wonders of the /GZiECP 4iXiGTC (G.I., 2WGTVQ 8CNNCTVC, CCPEWP, CPF +UVCRC) iU CP GZCORNG QH
World. Courtesy of RWDNiE/RTiXCVG EQODiPC- ViQPU QH UWEEGUUHWN VQWTiUO iPXGUVOGPVU, YJGTG UVCVG
Nikla/Fotolia. iPXGUVOGPV iP iPHTCUVTWEVWTG
YQTMU YiVJ RTiXCVG iPXGUVOGPV iP
VQWTiUV COGPiViGU, HTQO JQVGNU,
TGUVCWTCPVU, CPF IQNH EQWTUGU VQ
UJQRRiPI CTGCU.
U N E S C O W O R L D H E R I TA G E S I T E S
4GICTFNGUU QH QPGoU QRiPiQP CDQWV VJG
7PiVGF 0CViQPU, VJG FGUiIPCViQP QH 9QTNF
*GTiVCIG 5iVGU D[ VJG 7PiVGF 0CViQPU
EFWECViQPCN, 5EiGPViHiE, CPF CWNVWTCN
1TICPi\CViQP (70E5C1) iU iORQTVCPV
VQ YQTNF VQWTiUO CPF XGT[ iORQTVCPV
VQ UGNGEVGF UiVGU. 6JiU RTQITCO
FGUiIPCVGU CPF VJGTGD[ JQRGU VQ JGNR
EQPUGTXG UiVGU QH QWVUVCPFiPI EWNVWTCN
QT PCVWTCN iORQTVCPEG VQ VJG EQOOQP
JG
The Diyarbakir Fortress, Turkey

was inscribed on UNESCO’s
World Heritage List in 2015.
After the Great Wall of China,
the Walls of Diyarbakir are
the world’s longest and best-
preserved medieval walls,
which form a shape like turbot
and measure 5.5 kilometers
in length. Courtesy of Merthan
Anik, and Culture and
Tourism Department of
Diyarbakir Municipality.
JWOCPiV[. +P 2015, C VQVCN QH 1,031 UWEJ UiVGU YGTG NiUVGF: 802 EWNVWTCN, 197
PCVWTCN, CPF 32 OiZGF. ECEJ UiVG DGNQPIU VQ VJG EQWPVT[ iP YJiEJ iV iU NQECVGF, DWV iV
iU EQPUiF- GTGF VQ DG QH iPVGTPCViQPCN iPVGTGUV VQ RTGUGTXG CPF RTQVGEV VJGUG UiVGU.37
6QWTiUO CWVJQTiViGU XiGY iPENWUiQP QP VJiU NiUV CU XGT[ iORQTVCPV. +P
2008, &TGUFGP, )GTOCP[, YCPVGF VQ DWiNF C 2,100-HQQV-NQPI DTiFIG ECNNGF
9CNFUEJNQUUEJGP
$TiFIG QXGT C RiEVWTGUSWG TiXGT. 70E5C1 VJTGCVGPGF VQ VCMG &TGUFGP QHH VJG NiUV iH
iV DWiNV VJG DTiFIG.
WATERFRONT ATTRACTIONS 6JTQWIJQWV OWEJ QH VJG YQTNF, EiViGU CPF VQYPU JCXG
HiPCNN[ TGCNi\GF VJG VTGOGPFQWU XCNWG QH VJGiT TiXGT, NCMG, CPF QEGCP
YCVGTHTQPVU.38
/CP[ QH VJGUG YGTG WUGF HQT YCTGJQWUGU, FQEMU, RQYGT IGPGTCViQP HCEiNiViGU, CPF
JGCX[ iPFWUVT[. 6JGUG YGTG WIN[, FCPIGTQWU, CPF QHVGP RQNNWVGF CTGCU. 0QY EiViGU
UWEJ CU LQU #PIGNGU CPF $CNViOQTG, 7PiVGF 5VCVGU; $WGPQU #iTGU, #TIGPViPC; CPF
*CODWTI, )GTOCP[, JCXG FiUEQXGTGF VJGTG iU IQNF iP TGFGXGNQRiPI VJGUG CTGCU HQT
WRUECNG JQWUiPI, TGUVCWTCPVU, JQVGNU, UJQRU, CPF GXGP OCTiViOG EQOOGTEG CNN
YiVJiP C TGNCViXGN[ UOCNN CTGC. *CHGPCiV[ (*CTDQT CiV[) QH *CODWTI iU VJG NCTIGUV
WTDCP FGXGN- QROGPV RTQjGEV iP EWTQRG. 6JiU CTGC iU PQV UVTiEVN[ C VQWTiUV CVVTCEViQP.
p9G YCPV VQ jQiP GEQPQOiE, UQEiCN, EWNVWTCN, CPF CTEJiVGEVWTCN HQTEGU iP C YC[ VJCV
VTCPUNCVGU iPVQ NCUViPI WTDCPiV[,” UCiF /T. $TWPU-$GTGPVGNI, EJiGH RNCPPGT.
+V UJQWNF PQV DG C UWTRTiUG VJCV RGQRNG CVVTCEV RGQRNG. 6JG EQPEGRV QH FiUViPEV
VQWTiUV CVVTCEViQPU iU QPN[ C RCTV QH VQWTiUO RNCPPiPI. 0GY ;QTM, LQPFQP, 2CTiU,
CPF QVJGT EiViGU CTG VQWTiUV CVVTCEViQPU. 6JG FGXGNQROGPV QH CTGCU QH EiViGU UWEJ CU
YCVGT- HTQPVU HQT OWNViRWTRQUG NiXiPI iU CP GZVGPUiQP QH VJG PCVWTCN CVVTCEViQP
VJCV EiViGU JCXG CNYC[U JGNF HQT VTCXGNGTU.
&WDCi iU C IQQF GZCORNG QH C EiV[ VJCV JCU FGXGNQRGF C IQQF
iPHTCUVTWEVWTG CNQPI YiVJ VQWTiUV CVVTCEViQPU. 6JG CiTRQTV CV &WDCi iU YQTNF ENCUU
CPF QHHGTU GZEGN- NGPV FWV[-HTGG UJQRRiPI. 6JG JiIJYC[ U[UVGO iU YGNN FGUiIPGF
CPF OCiPVCiPGF, OCMiPI iV GCU[ VQ IGV HTQO VJG CiTRQTV VQ VJG TGUQTVU. 6JG JQVGNU
TGCNi\G VJG iORQT- VCPEG QH UGTXiEG CPF EWUVQOGT UCViUHCEViQP. 1PEG CV VJG JQVGN,
VJG IWGUV ECP UGNGEV HTQO C XCTiGV[ QH CEViXiViGU, iPENWFiPI YCVGT URQTVU, VGPPiU, IQNH,
QT UiIJVUGGiPI VQWTU. 4GUQTVU URGPF C ITGCV FGCN QH GHHQTV VTCiPiPI VJGiT
GORNQ[GGU, YJQ EQOG HTQO CNN QXGT VJG YQTNF. 6JG GORNQ[GG DCUG CNUQ OGCPU VJCV
IWGUVU HTQO CNOQUV CP[ EQWPVT[ YiNN DG CDNG VQ HiPF CP GORNQ[GG URGCMiPI VJGiT
NCPIWCIG. &WDCi UGV QWV QP C UVTCVGI[ QH WUiPI VQWTiUO VQ DTQCFGP iVU GEQPQOiE
DCUG CPF FGXGNQRGF C RNCP VQ iORNGOGPV VJCV UVTCVGI[.
6YQ QH VJG TGUQTVU iP &WDCi CTG VJG $WTj #N #TCD CPF VJG JWOGiTCJ $GCEJ *QVGN.
6JG $WTj #N #TCD iU PQV QPN[ VJG YQTNFoU VCNNGUV CNN-UWiVGU JQVGN DWV CNUQ QPG QH VJG
OQUV NWZWTiQWU. #NN QH iVU 202 WPiVU CTG VYQ-UVQT[ UWiVGU. )WGUVU UVC[iPI CV VJG $WTj
#N #TCD JCXG C EJQiEG QH CiTRQTV VTCPURQTVCViQP: C 4QNNU-4Q[EG NiOQWUiPG QT C
JGNi- EQRVGT. ECEJ HNQQT HGCVWTGU C RTiXCVG TGEGRViQP, CPF VJGTG iU C RGTUQPCN DWVNGT
HQT GCEJ UWiVG. 6JG JWOGiTCJ $GCEJ *QVGN JCU 600 TQQOU CPF 18 TGUVCWTCPVU CPF
HGCVWTGU C
TGGH C OiNG QHHUJQTG HQT UEWDC FiXGTU. 6JG

JQVGN CNUQ HGCVWTGU GZVGPUiXG OGGViPI CPF
EQPHGTGPEG HCEiNiViGU VQ CVVTCEV iPVGTPCViQPCN
OGGViPIU.
CASINOS AS ATTRACTIONS 5VCVGU CPF OWPiEiRCNi-

ViGU V[RiECNN[ NQQM CV jQDU CPF VCZ TGXGPWGU. 2TiQT
VQ VJG 7.5. TGEGUUiQP, EQOOGTEiCN ECUiPQU
GORNQ[GF 366,000 RGQRNG CPF RCiF QXGT $5
DiNNiQP iP FiTGEV ICOiPI VCZGU. /CP[ QDUGTXGTU
UC[ VJiU iU PQV CNN IQQF PGYU. 6JG[ UC[ (1)
ECUiPQU QHVGP VCMG DWUi- PGUU HTQO QVJGT
GPVGTVCiPOGPV UWEJ CU VJGCVGTU CPF URQTVU DCTU,
(2) PGY ECUiPQU PGGF HGYGT GORNQ[GGU FWG VQ
XiFGQ RQMGT OCEJiPGU, (3) TGXGPWGU VCMGP HTQO
NQECN TGUiFGPVU QHVGP NGCXG VJG CTGC CU RTQHiVU HQT
QWV-QH-UVCVG EQTRQTCViQPU, (4) ECUiPQU OC[ CEVW-
CNN[ FGUVTQ[ UQOG jQDU, (5) ECUiPQU FQPoV
The Burj Al Arab in Dubai RTQXiFG VJG MiPF QH UQEiGVCN DGPGHiVU CU C
is one of the world’s most DiQVGEJ HiTO, C
luxurious hotels. Courtesy of JQURiVCN, C WPiXGTUiV[, QT QVJGT GPVGTRTiUGU, CPF (6) ECUiPQU HQUVGT UQEiGVCN
marrfa/Fotolia.
RTQDNGOU UWEJ CU RCVJQNQIiECN ICODNiPI.
4GUGCTEJ JCU UJQYP VJCV ECUiPQU FQ PQV VCMG DWUiPGUU CYC[ HTQO NQECN TGUVCW-
TCPVU CPF VJG[ FQ ETGCVG jQDU. *QYGXGT, jWUV CU OCP[ QVJGT DWUiPGUUGU, C
RQQTN[ RNCPPGF ECUiPQ ECP DG C FGVGTOGPV VQ VJG CTGC, YJGTGCU C RTQRGTN[ RNCPPGF
QPG ECP DG DGPGHiEiCN VQ VJG TGIiQP. 6Q OCZiOi\G iVU DGPGHiVU, ICOiPI UJQWNF DG
iPEQTRQ- TCVGF iPVQ C UVTCVGIiE RNCP HQT VJG CTGC. (TQO C VQWTiUO RGTURGEViXG,
ICOiPI YQTMU DGUV YJGP iV iU RCTV QH UGXGTCN VQWTiUO CVVTCEViQPU HQT VJG CTGC, PQV
VJG QPN[ VQWTiUO CVVTCEViQP HQT VJG CTGC. )COiPI FGUViPCViQPU VJCV iPENWFG
GPVGTVCiPOGPV HCEiNiViGU HGCVWTiPI PCViQPCNN[ MPQYP RGTHQTOGTU, IQNH EQWTUGU, HiPG
TGUVCWTCPVU, JQVGN TQQOU, CPF OGGViPI HCEiNiViGU ECP CVVTCEV NGiUWTG VQWTiUVU CU YGNN
CU OGGViPIU CPF EQPXGP- ViQPU. +P HCEV, ICOiPI ECP DG VJG UQWTEG QH HWPFU VQ ETGCVG
VQWTiUV FGUViPCViQPU.
6JG )TGGMVQYP CCUiPQ RTQjGEV iP &GVTQiV UJQYU JQY C ECUiPQ ECP YQTM
YiVJ VJG EQOOWPiV[ VQ ETGCVG VQWTiUO. #U RCTV QH VJG ECUiPQoU GHHQTV VQ ETGCVG C
U[ODi- QViE TGNCViQPUJiR YiVJ CTGC DWUiPGUU, VJG ECUiPQ QYPGTU RWV $200 OiNNiQP
iPVQ TGHWT- DiUJiPI 6TCRRGTU #NNG[, C JiUVQTiECN CTGC CTQWPF VJG ECUiPQ HGCVWTiPI
TGUVCWTCPVU CPF ENWDU, YJiEJ GPEQWTCIGF DWUiPGUUGU VQ iPXGUV VJGiT QYP HWPFU VQ
IiXG VJGiT QRGTC- ViQPU C HCEGNiHV. )TGGMVQYP CNUQ ETGCVGF CP iPPQXCViXG NQ[CNV[
RTQITCO (RNC[GTU ENWD) VJCV CNNQYGF RNC[GTU VQ TGFGGO VJGiT RQiPVU iP QXGT 20
TGUVCWTCPVU iP VJG 6TCRRGTU #NNG[ CTGC, IGPGTCViPI TGXGPWG HQT NQECN DWUiPGUU
QYPGTU. +P VJiU ECUG, VJG ECUiPQ UGTXGF CU VJG ECVCN[UV VQ TGXiVCNi\G C VQWTiUV CTGC
VJCV JCF HCNNGP QP JCTF ViOGU.39
INDIAN GAMING )CODNiPI (NGICNi\GF ICODNiPI, OQUVN[ ECUiPQU) QP 227 #OGTiECP

+PFiCP TGUGTXCViQPU JCU DGGP FGUETiDGF CU p6JG 0CViXG #OGTiECP 5WEEGUU 5VQT[.”
6JG ICODNiPI QRGTCViQPU CPF VJG DWUiPGUUGU VJCV UWRRQTV VJGO CTG UCiF VQ UWRRQTV
600,000 jQDU. #EEQTFiPI VQ ETPGUV 5VGXGPU, EJCiTOCP QH VJG 0CViQPCN +PFiCP )COiPI
#UUQEiCViQP (0+)#), VJiU JCU JCF C VTGOGPFQWU iORCEV QP TGUGTXCViQP GEQPQOiGU.
+PFiCP ECUiPQ TGXGPWGU JCXG DGGP GUViOCVGF CV $22.6 DiNNiQP.40
0QV CNN QDUGTXGTU QH +PFiCP ECUiPQU DGNiGXG VJG[ CTG JGCNVJ[ HQT VJG
DTQCFGT EQOOWPiV[. CTiViEU UC[ VJG[ GZiUV FGURiVG VJG HCEV VJCV UVCVG CPF
PGiIJDQTiPI EQOOWPiViGU FQ PQV TGEQIPi\G NGICNi\GF ECUiPQU. $GECWUG VJGUG
NQECViQPU CTG QHVGP TGOQVG TWTCN EQOOWPiViGU, VJG[ CVVTCEV PGiIJDQTU YJQ CTG
QHVGP DQTGF, NQPGN[, CPF PQV YGCNVJ[, YJQ DGEQOG CFFiEVGF VQ ICODNiPI, VJWU
ETGCViPI HiPCPEiCN JCTFUJiRU HQT VJGiT HCOiNiGU.41
STOPOVER TOURISM /CP[ XiUiVQT FGUViPCViQPU CTG iP HCEV QPN[ UVQRQXGT

FGUViPCViQPU HQT VTCXGNGTU QP VJGiT YC[ GNUGYJGTG. 5iPICRQTG JCU OQTG VJCP VYiEG
VJG PWODGT QH CPPWCN XiUiVQTU VJCP iVU TGUiFGPV RQRWNCViQP, DWV XiUiVQTU UVC[ NGUU
VJCP VJTGG FC[U. 6YGPV[-QPG RGTEGPV CTG iP VTCPUiV QT UVQRQXGT IWGUVU.
5iPICRQTGoU XiUiVQTU UJQR, FiPG, CPF UVC[ iP YQTNF-ENCUU JQVGNU. 5iIJVUGGiPI
CPF GPVGTVCiPOGPV TGRTGUGPV QPN[ 3 RGTEGPV QH VJGiT GZRGPFiVWTGU. &GURiVG UJQTV
UVC[U, 5iPICRQTG TCPMU UGEQPF iP #UiC CPF GNGXGPVJ iP VJG YQTNF iP VGTOU QH VQWTiUO
TGEGiRVU.42 GCPUCU, 0GDTCUMC, #TMCPUCU, /iUUQWTi, CPF OCP[ QVJGT UVCVGU
TGEQIPi\G VJG
XCNWG QH
UVQRQXGT
XiUiVQTU VQ
VJGiT
GEQPQOiGU.
CiViGU CV VJG
GFIG QH NCTIG
OGVTQRNGZ
CTGCU UWEJ CU LGYiUXiNNG, 6GZCU, PQTVJ

QH &CNNCU, CNUQ UGTXG CU UVQRQXGT
FGUViPCViQPU.
/CP[ XiUiVQTU RTGHGT VQ UVQR QWVUiFG C OGVTQ-
RNGZ CV C EQPXGPiGPV TQCFUiFG OQVGN
TCVJGT VJCP CVVGORV VQ HiPF NQFIiPI iP
VJG EiV[ EGPVGT.
&GuViPCViQP .iHG C[ENG:

4GjwxGPCViPI C &GuViPCViQP
LiMG C JQVGN QT C TGUVCWTCPV, VQWTiUV
FGUViPC- ViQPU DGEQOG FCVGF, VCEM[, CPF
WPFGUiTCDNG HQT EQPVGORQTCT[ VTCXGNGTU. #
TGUQTV FGUVi- PCViQP YiNN GZRGTiGPEG C NiHG
E[ENG UiOiNCT VQ VJG RTQFWEV NiHG E[ENG CPF
GXGPVWCNN[ IQ iPVQ FGENiPG, QT VJG
FGUVTWEViQP UVCIG. 6QWTiUO OCPCIGTU OWUV
OCPCIG VJGiT RTQFWEVU CPF OCMG UWTG VJCV
Singapore has been a model FWTiPI VJG ITQYVJ UVCIG VJG HQWPFCViQP iU
of urban tourism in Southeast
DWiNV HQT CP iPHTCUVTWEVWTG
Asia. Courtesy of MasterLu/
VJCV YiNN UWRRQTV HWVWTG VQWTiUO FGOCPFU. +P UQOG ECUGU, UWUVCiPiPI VQWTiUO
Fotolia.
iP VJG OCVWTG UVCIG OC[ OGCP NiOiViPI VJG COQWPV QH VQWTiUVU VQ C PWODGT VJCV
VJG iPHTCUVTWEVWTG ECP JCPFNG. 6QWTiUV FGXGNQROGPV OWUV DCNCPEG VJG
VGORVCViQP VQ OCZiOi\G VQWTiUV FQNNCTU YiVJ RTGUGTXCViQP QH VJG PCVWTCN VQWTiUV
CVVTCEViQPU CPF VJG SWCNiV[ QH NiHG HQT NQECN TGUiFGPVU. 6JiU iU QHVGP C FiHHiEWNV VCUM.
6JQUG VQWTiUV FGUViPC- ViQPU VJCV FQ PQV OCPCIG VJGiT RTQFWEV OC[ JCXG C UJQTV NiHG.
6QWTiUV FGUViPCViQPU VJCV DWiNF UQNiF iPHTCUVTWEVWTGU ECP NQQM HQT iPETGCUGF
DWUiPGUU D[ GZRCPFiPI HTQO C UGCUQPCN RTQFWEV VQ C OWNViUGCUQPCN RTQFWEV QT D[
GZRCPFiPI VJG IGQITCRJiE DCUG QH VJGiT RTQFWEV. (QT GZCORNG, #URGP, CQNQTCFQ,
GZRCPFGF HTQO YiPVGT UMiiPI VQ UWOOGT TGETGCViQP, GFWECViQP, CPF EWNVWTG.
3WGDGE RTQOQVGU UWOOGT CPF HCNN VQWTiUO CPF iVU YiPVGT ECTPiXCN CPF UMiiPI. 9GUV
8iTIiPiC iU RQRWNCT iP VJG UWOOGT CPF HCNN UGCUQPU, DWV iV CNUQ CIITGUUiXGN[ RTQOQVGU
VJG URTiPI CPF YiPVGT UGCUQPU.
6JG 9CiMiMi CTGC QP VJG iUNCPF QH 1CJW HGNN XiEViO VQ iVU NiHG E[ENG. #U
QH OiF-2007, $2 DiNNiQP JCF DGGP URGPV VQ TGPQXCVG 9CiMiMi, YiVJ CPQVJGT $1
DiNNiQP EQOOiVVGF.43 # 93,000-USWCTG-HQQV TGVCiN CPF TGUVCWTCPV EGPVGT YCU
DWiNV iP VJG JGCTV QH 9CiMiMi $GCEJ 9CNM. <QPiPI TGUVTiEViQPU YGTG TGOQXGF
CPF 1WVTiIIGT EPVGTRTiUGU )TQWR VQTG FQYP HiXG QH iVU QNFGT JQVGNU. /CP[ QVJGT
iORTQXGOGPVU YGTG OCFG, iPENWFiPI VJG TGOQXCN QH 6-UJiTV CPF UQWXGPiT
UJQRU QP QPG UVTGGV OCMiPI iV VJG WRUECNG 4QFGQ &TiXG QH *CYCii.
EXGP VJG DGCEJ YCU GZRCPFGF D[ DCEM-RWORiPI 10,000 EWDiE [CTFU QH
UCPF HTQO QHHUJQTG. 6Q RTGXGPV 9CiMiMi HTQO DGEQOiPI CPQVJGT PQiU[ YCVGTHTQPV,
DCPCPC DQCVU, RCTCUCiNiPI, URGGFDQCVU, CPF jGV UMiU YGTG RTQJiDiVGF. EF (WNNGT,
RTGUiFGPV QH
/CTTiQVV +PVGTPCViQPCN, UCiF, p6JG EiV[ OCFG C OCjQT EQOOiVOGPV VQ DTiPI
9CiMiMi DCEM CU C ITGCV FGUViPCViQP.”
4GjWXGPCViPI C FGUViPCViQP TGSWiTGU VJG EQQRGTCViQP QH XCTiQWU
IQXGTPOGPV GPViViGU CPF UGXGTCN UGEVQTU QH RTiXCVG GPVGTRTiUG iPENWFiPI JGCX[
iPXQNXGOGPV D[ VJG JQURiVCNiV[ iPFWUVT[.
■■■5GIOGPViPI CPF
/QPiVQTiPI VJG 6QwTiuV /CTMGV
6JG FGEiUiQP VQ URGPF QPGoU FiURQUCDNG iPEQOG QP VTCXGN XGTUWU HWTPiVWTG, C DQCV,
QT QVJGT RWTEJCUG CNVGTPCViXGU iPXQNXGU iORQTVCPV RU[EJQNQIiECN
FGVGTOiPCPVU. Table 17–3 NiUVU UQOG QH VJG OCjQT RU[EJQNQIiECN FGVGTOiPCPVU
QH FGOCPF HQT VQWTiUO. 6JGUG FGVGTOiPCPVU ECP DG WUGF CU UGIOGPVCViQP
XCTiCDNGU. &GOQITCRJiEU CPF NiHGUV[NGU CTG CNUQ iORQTVCPV UGIOGPVCViQP XCTiCDNGU.
5GIOGPViPI XiUiVQTU DCUGF QP RWUJ CPF RWNN OQViXCViQPU JCU DGGP C
EQOOQP RTCEViEG HQT DGPGHiV UGIOGPVCViQP. 6JG RWUJ HCEVQTU CTG EQPUiFGTGF VQ DG
UQEiQRU[- EJQNQIiECN OQViXCViQPU VJCV RTGFiURQUG VJG iPFiXiFWCN VQ VTCXGN,
YJiNG VJG RWNN HCEVQTU CTG FGUViPCViQP CVVTiDWVGU VJCV CVVTCEV VJG iPFiXiFWCN VQ C
5 URGEiHiE
Part IV Managing Hospitality and Tourism
FGUViPCViQP.
TABLE 17–3
Psychological Travel Motivations
Prestige. A level of prestige has always been attached to travelers, particularly long-distance
travelers. Marco Polo gained historical fame through travel, as did the heroes of Greek and
Roman mythology, such as Ulysses. Travel to Aspen, the Riviera, Switzerland, and many other
destinations provides the traveler with a level of prestige, if only in the mind of the traveler.
Escape. The desire to escape momentarily from the day-to-day rhythm of one’s life is a basic
human need. Travel marketers have long recognized this need, as reflected by glamorous
advertisements in which the word escape is often mentioned.
Sexual opportunity. This has both a positive and an ugly side. Travel has long been viewed as
a means to meet attractive people. This has been part of the heritage of transatlantic ocean
travel, the Orient Express, and riverboat travel. Unfortunately, the existence of sex tours to
certain Asian nations and the preponderance of houses of prostitution in some destination
areas provide examples of a darker side.
Education. Travel in and of itself has historically been viewed as broadening. Many deeper
psychological reasons for travel are masked by the rationale that educational benefits outweigh
the cost, risks, and stress.
Social interaction. The opportunity to meet and interact with people previously unknown is a
powerful motivator. Destination resorts and cruise lines commonly appeal to this need.
Family bonding. Family reunions have become an important market segment for many in the
travel industry. In an era of intense pressure on the family, such as two careers, there is a
strong need to refocus priorities and bond as a family. Unfortunately, the types of vacations
selected by families do not always lead to bonding. If adults participate all day in activities such
as diving, skiing, or golf, young children may be relegated to organized kids’ programs and
experience little bonding with parents.
Relaxation. Observers of human and animal conduct sometimes state that the human being
is either alone or among a limited number of species that continue to play into adulthood.
Destination resorts and cruise ships best exemplify need fulfillment for play. It is small wonder
that cruise line travel has become a “destination” in direct competition with land-bound places.
Self-discovery. For many, travel offers the opportunity to “find oneself.” Witness the action
of many people following a dramatic event in their lives, such as a divorce or the death of a
family member. Throughout recorded history, people have sought self-discovery by “visiting
the mountain,” “finding solace in the desert,” and “losing oneself.” Many cultures, including
so-called primitive ones, have encouraged or even forced their youth to travel alone to find
self-discovery. Youth hotels throughout the world serve a group of travelers, many of whom
are seeking self-discovery. Temporary employment opportunities at resorts are often filled by
those taking time off to learn more about who they are and wish to be. The concept of “holistic
vacations” has been developed for people seeking self-discovery.
Sources: Peter Hawes, “Holistic Vacations,” Hemisphere (March 1995): 85–87; A. J. Crompton, “Motivations
for Pleasure Vacations,” Annals of Tourism Research, 6 (1974): 408–424; A. Mathieson and G. Wall, Tourism:
Economics, Physical and Social Impacts (Harlow, Essex, UK: Longman, 1982).
6JG RWUJ–RWNN OQFGN EQPUiFGTU DQVJ FGUViPCViQP-URGEiHiE EJCTCEVGTiUViEU CPF

VQWTiUVUo iPFiXiFWCNiUViE EJCTCEVGTiUViEU. # TGEGPV UVWF[ UGIOGPVGF CJiPCoU
NQPI- JCWN QWVDQWPF VTCXGN OCTMGV DCUGF QP VJGiT RWUJ CPF RWNN OQViXCViQPU
iPVQ VJTGG ITQWRU: GPVGTVCiPOGPV/CFXGPVWTG UGGMGTU, NiHG-UGGiPI GZRGTiGPEG/EWNVWTG
GZRNQTGTU, CPF TGNCZCViQP/MPQYNGFIG UGGMGTU.44
6JG ITQYiPI RGTEGPVCIG QH TGViTGGU iP OCP[ PCViQPU JCU XCUVN[ GZRCPFGF VJG
VQWTiUO DWUiPGUU. #P iPETGCUiPI RGTEGPVCIG QH VYQ-ECTGGT EQWRNGU JCU TGUWNVGF iP
C VTGPF VQYCTF UJQTVGT, OQTG HTGSWGPV XCECViQPU. LQPIGT XCECViQPU (10 QT OQTG
PiIJVU) JCXG DGGP FGENiPiPI HQT [GCTU iP VJG 7PiVGF 5VCVGU; UJQTVGT XCECViQPU (VJTGG
PiIJVU, iPENWFiPI YGGMGPFU) JCXG DGEQOG iPETGCUiPIN[ RQRWNCT. *QVGNU CPF
CiTNiPGU JCXG CEEQOOQFCVGF VJGUG VTGPFU YiVJ NQY-EQUV YGGMGPF GZEWTUiQP
RCEMCIGU. $WUiPGUU VTCXGN PQY iPENWFGU OiZGF DWUiPGUU CPF NGiUWTG. 6Q
ECRVWTG VJG VTGPF VQYCTF UJQTVGT XCECViQPU YiVJiP FTiXiPI FiUVCPEG QH JQOG,
PGY NQECN CPF TGIiQPCN VQWTiUV CVVTCEViQPU JCXG DGGP ITQYiPI, CU JCXG HCOiN[-
QTiGPVGF TGUQTVU.
(QTGiIP XiUiVQT VTCXGN JCU DGEQOG CP iPETGCUiPIN[ iORQTVCPV UGIOGPV QH
VJG 0QTVJ #OGTiECP VTCXGN iPFWUVT[. 5iPEG VJG FGENiPG QH VJG 7.5. CPF CCPCFiCP
FQNNCTU, HQTGiIP VQWTiUO JCU ITQYP. $TiViUJ +UNGU XiUiVQTU UGGM QWV 0GY ;QTM,
(NQTiFC, CPF
2NC[C FGN CCTOGP, YJiNG EQPViPGPVCN XiUiVQTU JCXG C UVTQPI HCUEiPCViQP HQT VJG 7.5.
9GUV, RCTViEWNCTN[ CCNiHQTPiC. *CYCii VCTIGVU JCRCP DGECWUG QH iVU JiIJ ITQUU
PCViQPCN RTQFWEV CPF URGPFiPI CPF DGECWUG 50 RGTEGPV QH CNN JCRCPGUG XiUiVQTU VQ
VJG 7.5. OCiPNCPF URGPF RCTV QH VJGiT VTiR iP *CYCii. 6JG JCRCPGUG TGRGCV OCTMGV
QWVURGPFU XiUiVQTU HTQO VJG 7.5. OCiPNCPF D[ C 4:1 OCTIiP.
+P 2014, 19 RGTEGPV QH VJG 41 OiNNiQP VQWTiUVU QH LCU 8GICU YGTG iPVGTPCViQPCN
XiUiVQTU, QT CDQWV 8 OiNNiQP.45 6JG L8C8# CiOU VQ DGPGHiV HTQO UWTIG iP
HQTGiIP VQWTiUO CPF JCU UGV C IQCN QH OCMiPI iPVGTPCViQPCN VTCXGNGTU 30 RGTEGPV QH
VJG LCU 8GICU VQVCN XiUiVQTU. 6JG CXGTCIG iPVGTPCViQPCN VTCXGNGT URGPFU CDQWV $1,011
RGT UVC[ CPF TGOCiPU iP VJG LCU 8GICU NQPIGT VJCP HQWT FC[U GCEJ VTiR. CQORCTG
VJCV YiVJ FQOGUViE VQWTiUVU YJQ URGPF $645 RGT XiUiV QP CXGTCIG CPF UVC[ CDQWV
VJTGG FC[U.
#DQWV 70 RGTEGPV QH VJG EiV[oU iPVGTPCViQPCN XiUiVQTU PQY EQOG HTQO jWUV
VJTGG EQWPVTiGU: VJG 7PiVGF GiPIFQO, /GZiEQ, CPF CCPCFC. L8C# VJTQWIJ iVU
iPVGTPC- ViQPCN QHHiEGU WUG FiHHGTGPV OCTMGV UVTCVGIiGU. +P VJG 7PiVGF GiPIFQO,
VJG QHHiEG HQEWUGU QP NiHGUV[NG GNGOGPVU QH LCU 8GICU, iPENWFiPI UJQYU, PiIJVNiHG,
CPF FiPiPI. GG[ URQTViPI GXGPVU UWEJ CU DQZiPI CTG CNUQ RQRWNCT iP VJG 7G
OCTMGV. CCPCFiCPU CTG OQTG iPVGTGUVGF iP HQQF CPF YiPG EWNVWTG, EGNGDTiV[ EJGHU,
CPF EWNiPCT[ GXGPVU. 6JG L8C8# UGGU VJG GOGTIiPI OCTMGVU QH $TC\iN, 4WUUiC,
+PFiC, CPF CJiPC CU VJG TGIiQPU YiVJ VJG OQUV WPVCRRGF RQVGPViCN.46
#EEQOOQFCViPI EJCPIiPI NiHGUV[NGU CPF PGGFU iU C F[PCOiE EJCNNGPIG
HQT VJG VQWTiUO iPFWUVT[ iP NiIJV QH FGOQITCRJiE VTGPFU CPF iPEQOG UJiHVU.
9JGTG DCD[ DQQOGTU QPEG QRVGF HQT UVCVWU FGUViPCViQPU CPF GNCDQTCVG
Cave hotels in Cappadocia,
CEEQOOQFCViQPU, OCP[ PQY QRV HQT CNN-iPENWUiXG TGUQTVU CPF RCEMCIG VQWTU
Turkey. Cave hotels offer an
authentic local experience VJCV RTQOiUG EQOHQTV, EQPUiUVGPE[, CPF EQUV GHHGEViXGPGUU. 6QWTiUO RNCPPGTU
and would be a more popular OWUV EQPUiFGT JQY OCP[ VQWTiUVU CTG FGUiTGF, YJiEJ UGIOGPVU VQ CVVTCEV, CPF
destination for millennials. JQY VQ DCNCPEG VQWTiUO YiVJ QVJGT iPFWUVTiGU. CJQiEGU YiNN DG EQPUVTCiPGF D[
Courtesy of psvrusso/Fotolia. VJG FGUViPCViQPUo ENiOCVG, PCVWTCN VQRQITCRJ[, TGUQWTEGU, JiUVQT[, EWNVWTG, CPF
HCEiNiViGU. LiMG QVJGT GPVGTRTiUGU,
VQWTiUV OCTMGVGTU OWUV MPQY VJG CEVWCN CPF RQVGP-
ViCN EWUVQOGTU CPF VJGiT PGGFU CPF YCPVU, FGVGTOiPG
YJiEJ VCTIGV OCTMGVU VQ UGTXG, CPF FGEiFG QP CRRTQ-
RTiCVG RTQFWEVU, UGTXiEGU, CPF RTQITCOU.
6JG OiNNGPPiCN IGPGTCViQP iU OQTG iPVGTGUVGF
VJCP QNFGT IGPGTCViQPU iP VTCXGNiPI CDTQCF. 6JG
7PiVGF 0CViQPU GUViOCVGU VJCV 20 RGTEGPV QH CNN iPVGT-
PCViQPCN VQWTiUVU, QT PGCTN[ 200 OiNNiQP VTCXGNGTU, CTG
[QWPI RGQRNG, CPF VJCV VJiU FGOQITCRJiE
IGPGTCVGU OQTG VJCP $180 DiNNiQP iP CPPWCN VQWTiUO
TGXGPWG.47
# PCViQPYiFG UWTXG[ QH OiNNGPPiCNU
RTQXiFGF UQOG iPUiIJVU HQT VQWTiUV FGUViPCViQPU.
+V TGXGCNGF VJCV OiNNGPPiCNU CTG JiIJN[ iPHNWGPEGF
D[ HTiGPFU CPF HCOiN[ iP UGNGEViPI RNCEGU VQ XiUiV,
CPF VJG[ CTG CNUQ OQTG NiMGN[ VQ VTCXGN YiVJ HTiGPFU
QT VQ RNCEGU HTiGPFU JCXG XiUiVGF. /iNNGPPiCNU XiUiV
QPNiPG VTCXGN CIGPEiGU CU YGNN CU XiUiV 9GD UiVGU QH
FGUViPCViQPU. 6JG[ JCXG UVTQPI RTGHGTGPEG VQ NGCTP
PGY VJiPIU CPF HWP CPF GPVGTVCiPiPI GZRGTiGPEG.
/iNNGPPiCNU CTG CVVTCEVGF VQ CWVJGPViE
FGUViPCViQPU. 6JiU VTGPF JCU URTQWVGF iPV Q PGY
CE EQO OQ FCViQ P EQPEGR VU iPENWFiP I JQUVGNU,
#iTDPD, EQWEJ UWTHiPI, CPF JQOG GZEJCPIGU.
/iNNGPPiCNU CNUQ ECTG CDQWV GPXiTQPOGPVCN
iUUWGU CPF GPICIG iP UWUVCiPCDNG RTCEViEGU. 6JG[
YiNN RTGHGT FGUViPCViQPU VJCV GPICIG iP UWUVCiPCDNG
RTCEViEGU.48
6Q CR RGC N VQ OiNNGPP iCNU, FGUViPCViQPU EC P
iPXQNXG NQECNU iP OCTMGViPI GHHQTVU DGECWUG OiNNGP-
PiCN VTCXGNGTU TGN [ QP UQEiCN OGFiC CP F YQTF-
QH-OQWVJ TGEQOOGPFCViQPU, CPF VTWUV VTCXGN
TGXiGYU HTQO RGGTU CU YGNN CU UVTCPIGTU.
&GUViPCViQPU ECP HCEiNiVCVG TGNCViQPUJiR DWiNFiPI.
p8iUiV C 5YGFG” iU C IQQF GZCORNG QH VJiU
TGNCViQPCN OCTMGViPI. 6JG 9GD UiVG iU FGUiIPGF VQ
E
P
G
V
T
U
V
5
G
P
Y
J
T
i
P
.
6
G
T
W
i
N
C
T
F
P
D
Q
G
iPXQNXGF iP VJG EQ-ETGCViQP QH VJG VQWTiUVoU GZRGTiGPEG. 6JG TGUiFGPV CNUQ

DGEQOG VQWTiUO CODCUUCFQTU HQT VJGiT EQWPVT[ CPF EiV[. $G9GNEQOG JCU CNUQ
QRGPGF WR EJCPPGNU QH EQOOWPiECViQP DGVYGGP XiUiVQTU CPF NQECNU. 49
CJCTNGUVQP, 5QWVJ CC TQNiPC, JCU UGXGTCN ViOGU YQP VJG 5QWVJ CCTQNiPC
)QXGTPQToU CWR HQT 6TCXGN CPF 6QWTiUO, DGGP PCOGF VJG pOQUV OCPPGTN[”
EiV[ iP VJG 7PiVGF 5VCVGU 10 ViOGU, CPF JCU DGGP PCOGF C VQR-10 VTCXGN
FGUViPCViQP D[ JQPFG 0CUV OCIC\iPG TGCFGTU 11 ViOGU. +V JCU CNUQ YQP CYCTFU
HTQO 0CViQPCN
)GQITCRJiE, $TiFGU, CPF 6TCXGN ð LGiUWTG OCIC\iPGU.
#PQVJGT 5QWVJ CCTQNiPC VTCXGN FGUViPCViQP, /[TVNG $GCEJ, CVVTCEVU OCP[ OQTG
VQWTiUVU, DWV CJCTNGUVQP TGOCiPU pVJG #YCTF 9iPPGT JGYGN iP 5QWVJ
CCTQNiPCoU &GUViPCViQP CTQYP.”50
*QY FQGU CJCTNGUVQP RTGXCiN CU C VQR FGUViPCViQP! 6JG CPUYGT iU VJCV iV
FQGU iVU DGUV VQ RTGUGTXG CPF TGVCiP YJCV JCU JiUVQTiECNN[ CVVTCEVGF RGQRNG VQ
CJCTNGUVQP: JiUVQT[, EJCTOiPI CTEJiVGEVWTG, RNGCUCPV CPF OCPPGTN[ RGQRNG,
JGNRHWNPGUU, ICTFGPU, SWCiPVPGUU, CPF GZEGNNGPV EWiUiPG.
6JGUG YiPPiPI CVVTiDWVGU EQWNF SWiEMN[ FiUCRRGCT iH FiUEQWPV UJQRRiPI CTGCU
TGRNCEGF QNF JQOGU QT iH C OWNViOiNNiQP-FQNNCT VJGOG RCTM YCU DWiNV iP VJG JGCTV QH
VJG EiV[. 8iIiNCPEG iU GUUGPViCN VQ RTGUGTXG CPF HWTVJGT VJG IGPWiPG
FiHHGTGPViCViPI HCEVQTU QH C FGUViPCViQP. 6JGUG ECP FiUCRRGCT iP C UJQTV RGTiQF QH
ViOG VQ VJG FGVTi- OGPV QH TGUiFGPVU CPF XiUiVQTU.
0QV GXGT[ VQWTiUV iU iPVGTGUVGF iP C RCTViEWNCT FGUViPCViQP. #
FGUViPCViQP YQWNF YCUVG iVU OQPG[ VT[iPI VQ CVVTCEV GXGT[QPG YJQ VTCXGNU. +PUVGCF
QH C UJQVIWP CRRTQCEJ, FGUViPCViQPU OWUV VCMG C TiHNG CRRTQCEJ CPF UJCTRN[ FGHiPG
VCTIGV OCTMGVU.
/CP[ XiUiVQTU VQ /[TVNG $GCEJ YQWNF HiPF CJCTNGUVQP UVWHH[ CPF DQTiPI. #VVGORVU
VQ CVVTCEV VJQUG iPFiXiFWCNU YQWNF TGUWNV iP OWVWCN FiUUCViUHCEViQP.
#ITiVQwTiuO
+P CP GTC iP YJiEJ OQUV RGQRNG iP iPFWUVTiCNi\GF PCViQPU CTG WTDCP QT
Agritourism. Agriculture-based UWDWTDCP FYGNNGTU, CITiVQwTiuO (HCTO QT TCPEJ VQWTiUO)tC PiEJG GEQVQWTiUOtJCU
tourism that includes farms, DGEQOG QPG QH VJG HCUVGUV-ITQYiPI UGIOGPVU QH VJG VTCXGN iPFWUVT[. 6JiU iU
ranches, and wineries. It provides RCTViEWNCTN[ VTWG iP OCP[ EWTQRGCP PCViQPU, 0QTVJ #OGTiEC, CPF #WUVTCNiC/0GY
rural areas with a means to <GCNCPF. #ITi-FGUViPCViQPU QHHGT GFWVCiPOGPV, TGNCZCViQP, QWVFQQT CFXGPVWTGU, CPF
attract tourists. FiPiPI GZRGTiGPEGU. +V VCMGU OCP[ HQTOU, HTQO jWUV XiUiViPI C HCTO VQ UVC[iPI
CPF GXGP YQTMiPI CV C HCTO HQT GFWECViQP CPF JCPFU-QP GZRGTiGPEG. 1PG ECP
UVC[ iP CP CEEQOOQFCViQP QP HCTO RTGOiUGU CPF GPjQ[ OGCNU QH HCTO RTQFWEG.51
6QR CITiVQWTiUO FGUViPCViQPU iPENWFG 6CiYCP pNGiUWTG HCTOU,” 6WUECP[ (+VCN[),
/CNNQTEC (5RCiP), $TC\iN, *CYCii, CCNiHQTPiC HQT QTICPiE HCTOiPI, CPF
2JiNiRRiPGU.52 +P *CYCii, CITiVQWTiUO QRViQPU TCPIG HTQO XiUiViPI EQHHGG
RNCPVCViQPU iP VJG $iI +UNCPFoU GQPC TGIiQP VQ GZRNQTiPI VJG RNCPVC- ViQPU QP /CWi
VQ UVC[iPI QP QTICPiE HCTOU QP VJG iUNCPF QH 1CJW.
# UVWF[ D[ CQNQTCFQ 5VCVG 7PiXGTUiV[ RTQXiFGU GXiFGPEG QH VJG iORQTVCPEG QH
CITiVQWTiUO. p5WOOGT CPF HCNN JCF VJG JiIJGUV CITiVQWTiUO XiUiVCViQP TCVGU,” UCiF
&CYP 6JiNOCP[, RTQHGUUQT iP CQNQTCFQ 5VCVGoU &GRCTVOGPV QH #ITiEWNVWTG
CPF 4GUQWTEG EEQPQOiEU, YJQ NGF VJG UVWF[.
+P C UVCVG MPQYP HQT iVU UMiiPI, CITiEWNVWTCN CEViXiViGU JCXG UJQYP VJG
RQVGP- ViCN VQ RTQXiFG C TGCN DQQUV VQ CQNQTCFQoU VQWTiUO GHHQTVU QWVUiFG QH YiPVGT
OQPVJU. 6JiNOCP[ UCiF, p+PETGCUGF XiUiVCViQPU FWTiPI VJGUG ViOGU JGNR HiNN VJG
WPFGTWViNi\GF ECRCEiV[ QH NQFIiPI CPF UGTXiEG iPFWUVTiGU.” /QTG VJCP 20 RGTEGPV QH
VJQUG UWTXG[GF VQQM OQTG VJCP VJTGG CITiVQWTiUO VTiRU GCEJ [GCT, QHHGTiPI ITGCV
RQVGPViCN HQT HCTO CPF TCPEJ GPVGTRTiUGU EQPUiFGTiPI CITiVQWTiUO CEViXiViGU,
CEEQTFiPI VQ VJG TGRQTV.
6QWTiUVU HTQO QWVUiFG CQNQTCFQ TGRQTVGF URGPFiPI CP CXGTCIG QH $860 RGT
VTiR; iP-UVCVG VQWTiUVU TGRQTVGF URGPFiPI CP CXGTCIG QH $368, CEEQTFiPI VQ VJG TGRQTV.
$QVJ iP-UVCVG CPF QWV-QH-UVCVG VQWTiUVU UCiF VJG[ YQWNF URGPF OQTG FWTiPI VJGiT
PGZV VTiR VQ CQNQTCFQ ($450 HQT UVCVG TGUiFGPVU; $1,023 HQT QWV-QH-UVCVG VQWTiUVU).
#OQPI VJG OQTG HTGSWGPV CITiVQWTiUO VTCXGNGTU, CDQWV 56 RGTEGPV YGTG CQNQTCFQ
TGUiFGPVU.53
p9G HQWPF VJGTG iU UWHHiEiGPV iPVGTGUV iP CITiVQWTiUO iP CQNQTCFQ VQ
YCTTCPV CEViXG jQiPV RNCPPiPI D[ EQOOWPiViGU CPF VJG CITiVQWTiUO GPVGTRTiUGU VJG[
UWRRQTV,” 6JiNOCP[ UCiF, QHHGTiPI CU CP GZCORNG VJG jQiPV OCTMGViPI RNCP QH )TCPF
JWPEViQPoU YiPG EQWPVT[. p/CP[ TGIiQPU QH CQNQTCFQ CNTGCF[ UGG UiIPiHiECPV
COQWPVU QH XiUi-
VQTU VQ HCTO- CPF
TCPEJ-DCUGF
FiXGTUiQPU.
6JTQWIJ
EQQTFiPCVGF
OCTMGViPI
GHHQTVU, VJGUG
TGIiQPU ECP
EQPViPWG VQ
ECRiVCNi\G QP
CITiVQWTiUO
CEViXiViGU.”
5RCEG 6QwTiuO
+P #RTiN 2001, &GPPiU 6iVQ DGECOG VJG HiTUV URCEG VQWTiUV YJGP JG RCiF $20 OiNNiQP
VQ HN[ QP VJG 5Q[W\ VCZi OiUUiQP VQ VJG +PVGTPCViQPCN 5RCEG 5VCViQP. +P 1EVQDGT
2008, 4iEJCTF )CTTGVV RCiF $30 OiNNiQP VQ HN[ QP C 5Q[W\ OiUUiQP CPF DGEQOG
VJG UiZVJ URCEG VQWTiUV. #U C TGUWNV QH VJG 4WUUiCPU YiNNiPIPGUU VQ CNNQY URCEG
VQWTiUVU QP VJGiT OiUUiQPU, VJGTG iU PQY C VTCXGN CIGPE[, 5RCEG #FXGPVWTGU,
URGEiCNi\iPI iP URCEG VQWTiUO.54
# PWODGT QH RTiXCVG EQORCPiGU JCXG DGGP HQTOGF VQ RTQXiFG VTiRU iPVQ URCEG
HQT VQWTiUVU. 6JG HQWPFGT QH 8iTIiP #VNCPViE #iTNiPG, 5iT 4iEJCTF $TCPUQP,
JCU HQTOGF 8iTIiP )CNCEViE, YiVJ VGUV HNiIJVU UEJGFWNGF UQQP. CQOOGTEiCN URCEG
VTCXGN HQT WRUECNG VQWTiUVU iU RNCPPGF HTQO LCU CTWEGU 5RCEGRQTV #OGTiEC iP 0GY
/GZiEQ. #FFiViQPCN UiVGU YiNN DG iP VJG 7PiVGF GiPIFQO, #WUVTCNiC, CPF 5YGFGP.
5RCEG VTCXGNGTU YiNN JCXG VQ WPFGTIQ GNiVG EQUOQPCWV VTCiPiPI. 6JG[ YiNN
DG iP C XGJiENG PCOGF 552, YJiEJ YiNN ENiOD VQ 50,000 HGGV CNViVWFG WPFGT C
OQVJGT UJiR 5RCEG 5JiR 6YQ. #HVGT TGNGCUG, VJG 552 YiNN HTGG HCNN HQT C HGY
UGEQPFU, HiTG iVU TQEMGVU, CPF CEEGNGTCVG iPVQ C XGTViECN VTCjGEVQT[ ENiODiPI VQ CP
CNViVWFG QH 360,800 HGGV. 6JQUG CDQCTF VJG 552 YiNN GPjQ[ C 1,000-OiNG JQTi\QP
QH VJG GCTVJ iP \GTQ ITCXiV[. 6JG GPViTG HNiIJV YiNN NCUV CDQWV VYQ CPF C JCNH
JQWTU.55
0#5# (0CViQPCN #GTQPCWViEU CPF 5RCEG #FOiPiUVTCViQP) iU RTGRCTiPI
HQT OQQP VQWTiUO, iPENWFiPI FGXGNQRiPI RNCPU VQ RTGXGPV NQQViPI QH VJG UiZ
CTGCU YJGTG OCPPGF URCEG OiUUiQPU NCPFGF QP VJG OQQP DGVYGGP 1969 CPF 1972.
7PFGT iVU IWiFGNiPGU, RGQRNG ECP YCNM QPN[ YiVJiP 246 HGGV QH VJG HiTUV UiVG
YJGTG 0GiN #TOUVTQPI HiTUV YCNMGF QP VJG OQQP. 0#5#oU EQPEGTP QXGT RTQVGEViPI
VJG UiVGU YCU RTQORVGF D[ )QQINGoU $30 OiNNiQP RTi\G HQT VJG HiTUV RTiXCVGN[ HWPFGF
VGCO VQ NCPF C TQDQV QP VJG OQQP. +V CRRGCTU VJCV 0#5# HGGNU VJCV RGQRNG YiNN UQQP
HQNNQY TQDQVU QP VJG OQQP. +V YCPVU VQ OCMG UWTG VJCV VQWTiUVU FQPoV VTCORNG QP
VJG HQQVRTiPV QH #TOUVTQPIoU pQPG UOCNN UVGR HQT OCP.”56
/wNViFC[ *iMiPI CPF 4GNiIiQwu 2iNITiOCIGu

/CP[ RQVGPViCN VQWTiUVU CTG ViTGF QH VTCFiViQPCN VQWTiUO QRRQTVWPiViGU, UWEJ CU C
DGCEJ TGUQTV. # JWIG CPF ITQYiPI OCTMGV GZiUVU HQT OWNViFC[ VTGMMiPI (JiMiPI). +P
UQOG ECUGU, JiMiPI JCU C TGNiIiQWU DCUiU, UWEJ CU iP RiNITiOCIGU VQ UiIPiHiECPV TGNi-
IiQWU UiVGU UWEJ CU VJG CCOiPQ FG 5CPViCIQ FG CCORQUVGNC iP PQTVJGTP 5RCiP. 6JiU
VTiR OC[ DG CEEQORNiUJGF D[ HQQV, JQTUGDCEM, QT DiE[ENG CPF OC[ DG CU NQPI CU
C OQPVJ QT jWUV C HGY FC[U. +P 1990, VJG CCVJGFTCN iP 5CPViCIQ TGIiUVGTGF 4,918
JiMGTU (RiNITiOU), DWV VQFC[ QXGT 100,000 RGQRNG CTG TGEQTFGF GCEJ [GCT CPF VJCV
iU RTQD- CDN[ CP WPFGTGUViOCVG.
CJTiUViCP UiVGU CTG D[ PQ OGCPU VJG QPN[ QPGU VJCV CTG XiUiVGF. /iNNiQPU
QH RiNITiOU XiUiV *iPFW, $WFFJiUV, +UNCOiE, CPF QVJGT TGNiIiQWU UiVGU. #NVJQWIJ
OQUV XiUiVQTU CTTiXG D[ UQOG HQTO QH OQFGTP VTCPURQTV, OCP[ RTGHGT VQ YCNM.
+P YGUVGTP JCRCP, C YCNMiPI RiNITiOCIG VQ 33 UCETGF UiVGU CPF VJG 1,300-
MO RiNITiOCIG VQ VJG 88 JQN[ UiVGU QH 5JiMQMW +UNCPF CTG GZRGTiGPEGF D[
JWPFTGFU QH VJQWUCPFU QH JiMiPI RiNITiOU. /QUV FGXQVGGU QP VJGUG RiNITiOCIGU
ECTT[ C UVCHH DGCTiPI VJG YQTFU, p9G VQQ YCNM VQIGVJGT.” /CP[ QH VJQUG QP
VJG CCOiPQ FG 5CPViCIQ ECTT[ C UVCHH DGCTiPI C UGCUJGNN.
2GTJCRU VJG OQUV RWDNiEi\GF RiNITiOCIGU CTG VJQUG QH VJG +UNCOiE HCiVJ
UWEJ CU VJCV QH *Cjj, C RiNITiOCIG VQ /GEEC iP YJiEJ OiNNiQPU QH /WUNiOU
RCTViEiRCVG, iPENWFiPI 12,000 #OGTiECPU iP 2010. 6JG 5JTiPG QH +OCP 4G\C iP +TCP
CVVTCEVU QXGT 12 OiNNiQP XiUiVQTU GCEJ [GCT. 8iUiVQTU VQ VJGUG UJTiPGU CTTiXG XiC
OCP[ HQTOU QH VTCXGN.
6TCiNU CTG CXCiNCDNG HQT URGEiCN-iPVGTGUV JiMGTU YiVJ EWNVWTCN, UEiGPViHiE,
TGNiIiQWU, QT ICUVTQPQOiECN iPVGTGUVU UWEJ CU YiPG VQWTU. 5QOG VTCiNU UWEJ CU VJG
/iNHQTF iP 0GY <GCNCPF CTG UQ RQRWNCT VJCV XiUiVQT PWODGTU CTG TGUVTiEVGF.
# 0QTVJ 5GC 6TCiN iU DGiPI FGXGNQRGF iP EWTQRG, YJiEJ ETQUUGU UiZ
EQWPVTiGU CPF GZVGPFU HQT 3,000 OiNGU CPF YCU HWPFGF D[ VJG EWTQRGCP 7PiQP
YiVJ PGCTN[
$15 OiNNiQP. 6JG EWTQRGCP 7PiQP CNTGCF[ JCF 11 NQPI-FiUVCPEG RCVJU HTQO
LCRNCPF VQ )iDTCNVCT CPF C[RTWU.
6JG 2,175-OiNG-NQPI #RRCNCEJiCP 6TCiN QP VJG ECUV CQCUV QH VJG 7PiVGF
5VCVGU HTQO /CiPG VQ )GQTIiC JCU NQPI DGGP RQRWNCT. EZVGPFGF JiMGU UWEJ CU
VJiU CTG
UWRRQTVGF D[ VQWTiUO QTICPi\CViQPU VJTQWIJQWV VJG YQTNF CU VJG[ FiURGTUG

XiUi- VQTU, NGUUGP VJG PGICViXG CURGEVU QH VQWTiUO, CPF RTQXiFG GEQPQOiE UWRRQTV VQ
TWTCN EQOOWPiViGU.
*WPFTGFU QH EWNVWTCN TQWVGU YiVJ VQWTiUO RQVGPViCN GZiUV VJTQWIJQWV VJG
YQTNF, UWEJ CU 6JG 5iNM 4QCF VJCV UVCTVGF CV VJG CJiPGUG iORGTiCN EiV[ QH :iCP CPF
GZVGPFGF CETQUU VJG 6CMNiOCMCP FGUGTV VQ VJG /GFiVGTTCPGCP. LQPI CPF CTFWQWU
VTGMU UWEJ CU VJiU YiNN DG EQORNGVGF iP GPViTGV[ D[ XGT[ HGY VQWTiUVU, DWV OCP[ CTG
NiMGN[ VQ JiMG RQTViQPU QH VJG VTCiN.57
/GFiECN 6QwTiuO
Medical tourism. One of /GFiECN VQwTiuO iU QPG QH VJG HCUVGUV-ITQYiPI CPF OQUV NWETCViXG UGIOGPVU
the fastest-growing and most QH VQWTiUO, CU RGQRNG VTCXGN iPVGTPCViQPCNN[ VQ ICiP CEEGUU VQ NGUU GZRGPUiXG
lucrative tourism markets. OGFiECN ECTG. +P 2003 VJGTG YGTG 350,000 OGFiECN VQWTiUVU, D[ 2010 VJCV PWODGT
Tourists spend a large amount ITGY VQ
on medical treatment, stay in top 6 million, and by 2017 the number is expected to grow to 16 million.
hotels, and often travel around 6JG ITQYVJ iP OGFiECN VQWTiUO iU FTiXGP D[ HQWT OCiP HCEVQTU: NQY EQUV, NQPI
the country after their surgery. YCiViPI NiPGU iP PCViQPCN JGCNVJ-ECTG UGTXiEGU, CEEGUUiDiNiV[ VQ RTQEGFWTGU CPF
VTGCV- OGPVU, CPF QRRQTVWPiV[ HQT C XCECViQP CPF RTiXCE[. CQUV iU VJG OCiP
FTiXGT. (QT RGQRNG YiVJ PQ QT iPCFGSWCVG iPUWTCPEG, NQY-EQUV JGCNVJ ECTG CV CP
iPVGTPCViQPCN FGUViPCViQP OC[ DG VJG QPN[ XiCDNG UQNWViQP HQT JGCNVJ ECTG. +P
CP GHHQTV VQ UVC[ [QWPI, DCD[ DQQOGTU CTG UGGMiPI EQUOGViE UWTIGT[ CPF FGPVCN
YQTM. 6JGUG GNGEViXG RTQEGFWTGU CTG QHVGP PQV EQXGTGF D[ iPUWTCPEG, ETGCViPI C
DQQOiPI DWUiPGUU HQT VJGUG RTQEGFWTGU iP /GZiEQ, CGPVTCN #OGTiEC, #UiC, CPF
ECUVGTP EWTQRG. +P EQWP- VTiGU YiVJ PCViQPCN JGCNVJ ECTG, UWEJ CU #WUVTCNiC,
CCPCFC, CPF EPINCPF, RGQRNG PGGFiPI GNGEViXG UWTIGT[ CTG QHVGP RWV QP C
YCiViPI NiUV. 6Q UQOG QH VJQUG QP VJG YCiViPI NiUV, C NQY-EQUV RTQEGFWTG QXGTUGCU
iU QHVGP RTGHGTTGF VQ RWVViPI WR YiVJ VJG OCNCF[ HQT OQPVJU. +PVGTPCViQPCN
JGCNVJ ECTG CNUQ RTQXiFGU CEEGUU VQ GZRGTi- OGPVCN RTQEGFWTGU QT VTGCVOGPVU VJCV
CTG RTQJiDiVGF D[ NCY iP QPGoU JQOG EQWPVT[. 6JiU iPENWFGU GZRGTiOGPVCN ECPEGT
VTGCVOGPVU CPF VTGCVOGPVU WUiPI UVGO EGNNU. 6JG RTiXCE[ QH JCXiPI EQUOGViE
UWTIGT[ FQPG QXGTUGCU, TGEQXGTiPI QP VJG DGCEJ, CPF EQOiPI JQOG JGCNGF CPF
NQQMiPI 10 [GCTU [QWPIGT iU C ITGCV CNVGTPCViXG VQ JiFiPI QWV CV JQOG YJiNG VJG
UECTU CTG JGCNiPI.
+P #UiC, 6JCiNCPF iU VJG OQUV RQRWNCT FGUViPCViQP HQT 9GUVGTP EWTQRGCP JGCNVJ-
ECTG VQWTiUVU HQT EQUOGViE UWTIGTiGU. #DQWV 2.5 OiNNiQP HQTGiIP RCViGPVU
XiUiVGF 6JCiNCPF iP 2012, TGRTGUGPViPI CRRTQZiOCVGN[ JCNH QH VJG OCTMGV
UJCTG QH VQVCN HQTGiIP VQWTiUV CTTiXCN iP VJG #UiCP TGIiQP. +PFiC CVVTCEVU NCTIG
PWODGT QH RCViGPVU HQT ECTFiCE UWTIGTiGU. $TC\iN (EQUOGViE UWTIGT[) CPF /GZiEQ
(YGiIJV NQUU UWTIGT[) TGEGiXG RCViGPVU HTQO VJG 7PiVGF 5VCVGU DGECWUG QH
IGQITCRJiE RTQZiOiV[. 6WTMG[ YiVPGUUGU C ITQYVJ iP QTVJQRGFiE, NCUGT G[G, CPF
EQUOGViE UWTIGTiGU.58
/GFiECN VQWTiUO iU DGiPI DNGPFGF YiVJ VJG QRRQTVWPiV[ HQT C XCECViQP. 5QOG
iPUWTCPEG EQORCPiGU iP 0QTVJ #OGTiEC CTG QHHGTiPI VJGiT EWUVQOGTU, YJQ
SWCNiH[ HQT JGCNVJ ECTG, VJG QRViQP VQ JCXG iV FQPG CV CP iPVGTPCViQPCN NQECViQP. #U
CP iPEGP- ViXG, VJG[ YiNN YCiXG VJG FGFWEVCDNG CPF EQ-RC[, CU YGNN CU RTQXiFG
CiTHCTG CPF NQFIiPI FWTiPI CPF CHVGT VTGCVOGPV. 6JG[ UGNN DQVJ VJG EQUV UCXiPIU
CPF VJG QRRQT- VWPiV[ HQT C HTGG XCECViQP VQ VJGiT ENiGPV. 6JG iPUWTCPEG EQORCP[
UViNN EQOGU QWV QXGT VJG EQUV QH JCXiPI VJG UWTIGT[ FQPG iP VJG 7PiVGF 5VCVGU. 6JG
DiIIGUV EQPEGTP HQT VJG RCViGPV iU VJG SWCNiV[ QH VJG JGCNVJ ECTG. CQWPVTiGU VJCV
YCPV VQ ECRVWTG VJG OGFiECN VQWTiUO OCTMGV PGGF VQ FGXGNQR UVCPFCTFU CPF
CEETGFiViPI RTQEGFWTGU VQ ETGCVG C RGTEGRViQP QH SWCNiV[ CPF DWiNF VTWUV COQPI
OGFiECN VQWTiUVU. 59
)GPGCNQIiECN 6QwTiuO
6JG iPVGTGUV iP MPQYiPI OQTG CDQWV QPGoU CPEGUVQTU JCU ITQYP UWDUVCPViCNN[
iP TGEGPV [GCTU.60 /CP[ RGQRNG RNCP XCECViQPU VQ XiUiV IGPGCNQIiECN TGUGCTEJ UiVGU.
6JG #NNGP CQWPV[ 2WDNiE LiDTCT[ iP (QTV 9C[PG, +PFiCPC, JQUVU 400,000
XiUiVQTU CPPWCNN[. 6JG CJWTEJ QH JGUWU CJTiUV QH LCVVGT-FC[ 5CiPVU iP 7VCJ JCU
DGEQOG C pOWUV XiUiV” UiVG HQT 700,000 CPPWCN XiUiVQTU. 6JiU iU VJG YQTNFoU NCTIGUV
FGRQUiVQT[ QH HCOiN[ TGEQTFU.
1VJGT PCViQPU VJCV TGEGiXGF NCTIG PWODGTU QH iOOiITCPVU HTQO EWTQRG
UWEJ CU #WUVTCNiC, 0GY <GCNCPF, #TIGPViPC, CPF CCPCFC JCXG ITQYiPI
5 Part IV
PWODGTU QH
Managing Hospitality and Tourism
IGPGCNQIiECN VQWTiUVU. 5EQVNCPF TGHQEWUGF QP IGPGCNQI[ VQWTiUO CHVGT

8iUiV5EQVNCPF, 5EQVNCPFoU PCViQPCN VQWTiUO QTICPi\CViQP, GUViOCVGF VJCV
CPEGUVTCN VQWTiUO iP
5EQVNCPF iU YQTVJ OQTG VJCP $600 OiNNiQP C [GCT. 6JG FGUViPCViQP iPiViCVGF C
RTQOQ- ViQP ECORCiIP CPF FGXGNQRGF DWFIGV pIGPGCNQI[ RCEMCIGU.” /CNEQNO
4QWIJGCF, 8iUiV5EQVNCPFoU EJiGH GZGEWViXG, UCiF, p9G PGGF VQ FQ CNN YG ECP VQ
OCMG UWTG GXGT[ XiUiVQT YiNN JCXG VJG GZRGTiGPEG QH C NiHGViOG. +P QWT CFXGTViUiPI
ECORCiIPU YG YiNN DG iPXiViPI RGQRNG HTQO CNN QXGT VJG INQDG VQ EQOG JQOG CPF
YCNM iP VJG HQQVUVGRU QH VJGiT CPEGUVQTU.” 61
6TCXGN VQ )CNNiRQNi DCVVNGHiGNF QH VJG (iTUV 9QTNF 9CT JCU DGEQOG C
nTiVG QH RCUUCIGo HQT [QWPIGT #WUVTCNiCP IGPGTCViQPU. 6JG VQWTiUV VTCFG iU
DQQOiPI QP 6WTMG[oU )CNNiRQNi RGPiPUWNC CU VJQWUCPFU QH #WUVTCNiCPU OCMG
VJGiT YC[ VQ VJG
99+ DCVVNGHiGNFU HQT VJG #P\CE CGPVGPCT[. /CP[ #WUVTCNiCPU JCXG RCiF DGVYGGP
$7,000 CPF $10,000 VQ OCMG VJG RiNITiOCIG.62
+FGPViH[iPI 6CTIGV /CTMGVu

# FGUViPCViQP ECP iFGPViH[ iVU PCVWTCN VCTIGV OCTMGVU iP VYQ YC[U. 1PG iU VQ EQNNGEV
iPHQTOCViQP CDQWV iVU EWTTGPV XiUiVQTU. 9JGTG FQ VJG[ EQOG HTQO! 9J[ FQ
VJG[ EQOG! 9JCV CTG VJGiT FGOQITCRJiE EJCTCEVGTiUViEU! *QY UCViUHiGF CTG VJG[!
*QY OCP[ CTG TGRGCV XiUiVQTU! *QY OWEJ FQ VJG[ URGPF! $[ GZCOiPiPI VJGUG CPF
QVJGT SWGUViQPU, RNCPPGTU ECP FGVGTOiPG YJiEJ XiUiVQTU UJQWNF DG VCTIGVGF.
6JG UGEQPF CRRTQCEJ iU VQ CWFiV VJG FGUViPCViQPoU GXGPVU CPF CVVTCEViQPU
CPF UGNGEV UGIOGPVU VJCV OiIJV NQIiECNN[ JCXG CP iPVGTGUV iP VJGO. 9G ECPPQV
CUUWOG VJCV EWTTGPV XiUiVQTU TGHNGEV CNN VJG RQVGPViCNN[ iPVGTGUVGF ITQWRU. (QT
GZCORNG, iH GGP[C RTQOQVGF QPN[ UCHCTiU, iV YQWNF OiUU ITQWRU iPVGTGUVGF iP
PCViXG EWNVWTG, HNQTC, QT DiTF URGEiGU.
6QWTiUV UGIOGPVU CTG CVVTCEVGF D[ FiHHGTGPV HGCVWTGU. 6JG NQECN VQWTiUV DQCTF
QT EQWPEiN EQWNF DGPGHiV D[ CUMiPI SWGUViQPU MG[GF VQ UGIOGPVCViQP XCTiCDNGU.
6JGUG XCTiCDNGU, iPENWFiPI CVVTCEViQPU UQWIJV, OCTMGV CTGCU QT NQECViQPU, EWUVQOGT
EJCTCE- VGTiUViEU, CPF/QT DGPGHiVU UQWIJV, ECP JGNR FGHiPG VJG DGUV VCTIGV OCTMGVU.
#HVGT C FGUViPCViQP iFGPViHiGU iVU PCVWTCN VCTIGV OCTMGVU, VQWTiUO
RNCPPGTU UJQWNF EQPFWEV TGUGCTEJ VQ FGVGTOiPG YJGTG VJGUG VQWTiUVU CTG HQWPF.
9JiEJ EQWP- VTiGU EQPVCiP C NCTIG PWODGT QH EiVi\GPU YJQ JCXG VJG OGCPU CPF
OQViXCViQP VQ GPjQ[ VJG RCTViEWNCT RNCEG! (QT GZCORNG, #TWDC CVVTCEVU OCiPN[
UWP-CPF-HWP VQWT- iUVU. 6JG 7PiVGF 5VCVGU, CCPCFC, CPF EGTVCiP EWTQRGCP
EQWPVTiGU CTG IQQF UQWTEGU. ECUVGTP EWTQRGCPU JCXG DGGP TWNGF QWV DGECWUG VJG[
NCEM VJG RWTEJCUiPI RQYGT, DWV VJiU iU EJCPIiPI. #WUVTCNiCPU CTG TWNGF QWV
DGECWUG VJG[ JCXG VJGiT QYP PGCTD[ UWP-CPF-HWP FGUViPCViQPU, GXGP VJQWIJ VJG[
CTG HTGSWGPV VTCXGNGTU. 6JiU CPCN[UiU ECP WPEQXGT OCP[ QT HGY PCVWTCN VCTIGV
OCTMGVU. +H OCP[ CTG iFGPViHiGF, VJG TGNC- ViXG RQVGPViCN RTQHiV HTQO GCEJ UJQWNF
DG GXCNWCVGF. 6JG RQVGPViCN RTQHiV QH C VCTIGV VQWTiUV UGIOGPV iU VJG FiHHGTGPEG
DGVYGGP VJG COQWPV VJCV VJG VQWTiUV UGIOGPV iU NiMGN[ VQ URGPF CPF VJG EQUV QH
CVVTCEViPI CPF UGTXiPI VJiU UGIOGPV. 6JG RTQOQ- ViQPCN EQUV FGRGPFU QP VJG
DWFIGV. 6JG UGTXiPI EQUV FGRGPFU QP VJG iPHTCUVTWEVWTG TGSWiTGOGPVU. 7NViOCVGN[,
RQVGPViCN VQWTiUV UGIOGPVU UJQWNF DG TCPMGF CPF UGNGEVGF iP QTFGT QH VJGiT
RTQHiVCDiNiV[.
+H VJG CPCN[UiU iFGPViHiGU VQQ HGY PCVWTCN VQWTiUV UGIOGPVU, iPXGUVOGPVU OC[
DG PGGFGF iP iPHTCUVTWEVWTG CPF XiUiVQT GXGPVU CPF CVVTCEViQPU. 6JG RC[QHH HTQO
VJGUG iPXGUVOGPVU OC[ EQOG [GCTU NCVGT, DWV VJiU NCI iU QHVGP PGEGUUCT[ iH VJG
FGUViPCViQP iU VQ DGEQOG CP CEViXG RCTViEiRCPV iP CP iPETGCUiPIN[ EQORGViViXG
OCTMGVRNCEG.
6JG +TiUJ 6QWTiUV $QCTF QDUGTXGF VJCV OCP[ [QWPI EWTQRGCP VQWTiUVU
XiUiVGF VJG EOGTCNF +UNG VQ GPjQ[ iVU PCVWTCN, WPURQiNGF DGCWV[ CU DCEMRCEMGTU CPF
ECORGTU, DWV VJG[ URGPV NiVVNG OQPG[. # UGTiQWU SWGUViQP HQT +TGNCPF YCU YJGVJGT
iVU VQWTiUO UEQTGECTF UJQWNF DG DCUGF QP VJG PWODGT QH VQWTiUVU CVVTCEVGF
(VJG RTGXCiNiPI UVCPFCTF) QT VJGiT URGPFiPI NGXGN. # EQPUGPUWU GOGTIGF VJCV
+TGNCPF UJQWNF VT[ VQ CVVTCEV C TGNCViXGN[ UOCNN OCTMGV QH JiIJ-iPEQOG VQWTiUVU
YJQ UVC[ NQPIGT, URGPF OQTG, CPF CTG EWNVWTCNN[ CPF GPXiTQPOGPVCNN[
EQORCViDNG.
6QYCTF VJiU GPF, VJG +TiUJ 6QWTiUV $QCTF PQY VQWVU PQV QPN[ +TGNCPFoU
OQWP- VCiPU, YCVGT, CPF CPEiGPV DWiNFiPIU, DWV CNUQ iVU NiVGTCT[ IiCPVU, UWEJ CU
1UECT 9iNFG,
)GQTIG $GTPCTF 5JCY, CPF JCOGU JQ[EG. 6JG DQCTF YCPVU VQ CVVTCEV JiIJ-iPEQOG,
EWNVWTG-UGGMiPI VQWTiUVU VQ &WDNiP, YJGTG VJG URCTMNiPI +TiUJ URGGEJ CPF YiV ECP
DG GZRGTiGPEGF.
9JCVGXGT VQWTiUV UGIOGPV C FGUViPCViQP UGGMU, iV PGGFU VQ DG XGT[ URGEiHiE.

A ski area attracts skiers. Natural reefs attract snorkelers and divers. Arts and crafts
CVVTCEV VJG CTV ETQYF, CPF ICODNiPI CVVTCEVU ICOiPI VQWTiUVU. ;GV GXGP YiVJ
UWEJ IiXGPU, RQVGPViCN XiUiVQTU OWUV DG UGIOGPVGF D[ CFFiViQPCN
EJCTCEVGTiUViEU. 5WP 8CNNG[, #URGP, 8CiN, CPF #NVC CRRGCN VQ WRRGT-iPEQOG CPF
RTQHGUUiQPCN UMiGTU, CPF GG[UVQPG, 9iPVGT 2CTM, CQRRGT /QWPVCiP, CPF 6GNNWTiFG
CVVTCEV VJG HCOiN[ OCTMGV. 6CJQG CPF 5SWCY 8CNNG[ FTCY VJG UMiiPI CPF ICOiPI
OCTMGVU. /QPVG CCTNQ CRRGCNU VQ CP iPVGTPCViQPCN ICOiPI UGIOGPV, YJGTGCU
&GCWXiNNG, (TCPEG, RTQOQVGU C OQTG TGIiQPCN ICOiPI OCTMGV PGCT 2CTiU.
6QWTiUO OCTMGVGTU MPQY VJCV GXGP VJQWIJ CP CTGC OC[ CVVTCEV CP
CEViXiV[- URGEiHiE UGIOGPV, VJGTG iU ITGCV RQVGPViCN iP RTQXiFiPI TGCUQPU HQT QVJGTU VQ
EQOG. (QT iPUVCPEG, C UMi HCOiN[ QT ITQWR QHVGP EQPVCiPU iPFiXiFWCNU YJQ FQ PQV
YiUJ VQ UMi. 9J[ VJGP UJQWNF VJG[ EQOG! +H VJG CPUYGT iU pYG QHHGT QPN[ C UiPING
CEViXiV[,” VJG ITQWR OC[ FGEiFG VQ IQ UQOGYJGTG GNUG VJCV QHHGTU DTQCFGT XCECViQP
QRRQTVWPiViGU.
LCU 8GICU FiUEQXGTGF VJCV UJQRRiPI, FiPiPI, CPF GPVGTVCiPOGPV EQWNF
CVVTCEV PQPICODNGTU CPF CNUQ UGTXG CU UGEQPFCT[ CEViXiViGU HQT CNN DWV VJG OQUV
FGFiECVGF ICODNGTU. 6JG (QTWO UJQRRiPI OCNN CV CCGUCTU iP LCU 8GICU RTQXiFGU
EQPViPWQWU GPVGTVCiPOGPV CPF C ITGCV XCTiGV[ QH TGUVCWTCPVU, OCMiPI VJG TGVCiN
UCNGU CTGCU UQOG QH VJG OQUV EQUVN[ CPF FGUiTCDNG VQ TGPV iP 0QTVJ #OGTiEC. 6QFC[,
VJG VQR CVVTCEViQP iP LCU 8GICU iU UJQRRiPI CPF GPVGTVCiPOGPV, PQV ICODNiPI.
CNCuuiHiECViQP QH 8iuiVQT 5GIOGPVu

5GXGTCN ENCUUiHiECViQPU JCXG DGGP WUGF VQ FGUETiDG FiHHGTGPV XiUiVQT
FGUViPCViQP UGIOGPVU. 6JG OQUV EQOOQPN[ WUGF ENCUUiHiECViQPU CTG DCUGF QP
YJGVJGT VJG VQWTiUV VTCXGNU YiVJ C ITQWR QT iPFGRGPFGPVN[. 6JG EQOOQP
VGTOU CTG ITQWR- iPENWUiXG VQWT ()+6) CPF iPFGRGPFGPV VTCXGNGT (+6). 0CViQPCN
VQWTiUO QHHiEGU, iPVGT- PCViQPCN CiTNiPGU, CPF QVJGTU iPXQNXGF iP iPVGTPCViQPCN
VTCXGN HTGSWGPVN[ WUG VJGUG FGUiIPCViQPU.
*GTG CTG UQOG ENCUUiHiECViQPU FGUETiDiPI VQWTiUVU D[ VJGiT FGITGG QH
iPUViVWViQP- CNi\CViQP CPF VJGiT iORCEV QP VJG FGUViPCViQPU:
• 1TICPi\GF OCUU VQWTiUVU. 6JiU EQTTGURQPFU VQ VJG )+6. 6JGUG RGQRNG JCXG
NiVVNG QT PQ iPHNWGPEG QXGT VJGiT VTCXGN GZRGTiGPEG QVJGT VJCP VQ RWTEJCUG QPG
RCEM- CIG QT CPQVJGT. 6JG[ EQOOQPN[ VTCXGN iP C ITQWR, XiGY VJG FGUViPCViQP
VJTQWIJ VJG YiPFQYU QH C VQWT DWU, CPF TGOCiP iP RTGUGNGEVGF JQVGNU.
5JQRRiPI iP VJG NQECN OCTMGV QHVGP RTQXiFGU VJGiT QPN[ EQPVCEV YiVJ VJG PCViXG
RQRWNCViQP.
• +PFiXiFWCN OCUU VQWTiUVU. 6JGUG RGQRNG CTG UiOiNCT VQ VJG RTGXiQWU ECVGIQT[
DWV JCXG UQOGYJCV OQTG EQPVTQN QXGT VJGiT iViPGTCT[. (QT iPUVCPEG, VJG[ OC[
TGPV C ECT VQ XiUiV CVVTCEViQPU.
• EZRNQTGTU. 6JGUG RGQRNG HCNN iP VJG +6 ENCUUiHiECViQP. 6JG[ RNCP VJGiT QYP
iViP- GTCTiGU CPF OCMG VJGiT QYP TGUGTXCViQPU. 6JG[ VGPF VQ DG XGT[ UQEiCDNG
RGQRNG YJQ GPjQ[ iPVGTCEViPI YiVJ RGQRNG CV VJG FGUViPCViQP.
• &TiHVGTU. 6JGUG RGQRNG, VJG DCEMRCEMGT ITQWR, UGNFQO, iH GXGT, CTG HQWPF iP C
VTCFiViQPCN JQVGN. 6JG[ OC[ UVC[ CV [QWVJ JQUVGNU YiVJ HTiGPFU QT ECOR
QWV. 6JG[ VGPF VQ OiZ YiVJ NQYGT UQEiQGEQPQOiE PCViXG ITQWRU CPF CTG
EQOOQPN[ HQWPF TiFiPI VJiTF-ENCUU TCiN QT DWU. /QUV VGPF VQ DG [QWPI.
• 8iUiViPI HTiGPFU CPF TGNCViXGU (8(4). 8(4, CU VJG PCOG UWIIGUVU, CTG RGQRNG
YJQ UVC[ iP VJG JQOGU QH HTiGPFU QT TGNCViXGU. (QT VJiU TGCUQP, VJG[ CTG
QHVGP FiU- EQWPVGF CU iORQTVCPV VQWTiUVU. 6JiU iU iPEQTTGEV. 6JG[ OC[ PQV
URGPF OQPG[ QP NQFIiPI, DWV VJG[ FQ URGPF QP FiPiPI, CVVGPFiPI
CVVTCEViQPU/GXGPVU, CPF UJQRRiPI.
• $WUiPGUU VTCXGNGTU. 6JiU QHVGP GPEQORCUUGU CP[ HQTO QH DWUiPGUU,
iPENWFiPI EQPXGPViQPU, VTCFG UJQYU, CPF jQD UGGMiPI.
• 2NGCUWTG VTCXGN. 6JiU VQQ iU C XGT[ YiFG CPF CNN-GPEQORCUUiPI ENCUUiHiECViQP.
+V OC[ DG QH NiOiVGF WUG YiVJQWV HWTVJGT UGIOGPVCViQP.
• $NGiUWTG ($WUiPGUU CPF RNGCUWTG VTCXGNGTU). /CP[ EQPXGPViQP CPF DWUiPGUU
VTCX- GNGTU RNCP VQ iPEQTRQTCVG C RGTiQF QH TGNCZCViQP RTiQT VQ QT CHVGT VJGiT
DWUiPGUU.
• EFWECViQP CPF TGNiIiQWU VTCXGN. 6JiU DTQCF ECVGIQT[ iPENWFGU UVWFGPVU, VJQUG
QP C RiNITiOCIG, OiUUiQPCTiGU, CPF C JQUV QH QVJGTU. +V OC[ DG QH NiOiVGF WUG iP
VQWTiUO RNCPPiPI WPNGUU HWTVJGT UGIOGPVGF.
• 2CUU-VJTQWIJ VQWTiUVU. 6JGUG CTG GZVTGOGN[ iORQTVCPV XiUiVQTU VQ UVCVGU UWEJ CU
GCPUCU CPF 0GDTCUMC CPF VQ EiViGU iP 6GZCU VJCV UGTXG CU EQPXGPiGPV TGUV
QT QXGTPiIJV UVQRRiPI CTGCU.
#PQVJGT YGNN-MPQYP VQWTiUV ENCUUiHiECViQP U[UVGO iU 2NQIoU ECVGIQTi\CViQP.63
&GUViPCViQPU ECP DG RNCEGF QP VJG RU[EJQITCRJiE EWTXG DCUGF QP VJG V[RGU
QH RGQRNG YJQ XiUiV VJGTG OQUV. 6QWTiUVUo RGTUQPCNiV[ EJCTCEVGTiUViEU FGVGTOiPG
VJGiT VTCXGN RCVVGTPU CPF RTGHGTGPEGU. 6JGUG FGUiIPCViQPU CTG UiOiNCT VQ VJG
ITQWRU OGPViQPGF RTGXiQWUN[ DWV TCPIG HTQO RU[EJQEGPVTiE VQ CNNQEGPVTiE. 2NQI
Allocentrics. Persons with a QDUGTXGF VJCV FGUViPCViQPU CTG HiTUV FiUEQXGTGF D[ CNNQEGPVTiEu (DCEMRCEMGTU QT
need for new experiences, such as GZRNQTGTU). #U VJG PCViXGU FiUEQXGT VJG GEQPQOiE DGPGHiVU QH VQWTiUO,
backpackers and explorers. UGTXiEGU CPF iPHTC- UVTWEVWTG CTG FGXGNQRGF. 9JGP VJiU QEEWTU, CNNQEGPVTiEU
CTG VWTPGF QHH CPF HiPF CPQVJGT WPURQiNGF FGUViPCViQP. 6JG PCVWTG QH XiUiVQTU
PQY EJCPIGU, YiVJ GCEJ PGY ITQWR UQOGYJCV NGUU CFXGPVWTQWU VJCP VJG
RTGEGFiPI ITQWR, RGTJCRU QNFGT, CPF EGTVCiPN[ OQTG FGOCPFiPI QH ETGCViXG
Psychocentrics. Persons EQOHQTVU CPF UGTXiEG. (iPCNN[, C FGUVi- PCViQP DGEQOGU UQ HCOiNiCT VJCV VJG NGCUV
who do not desire change when CFXGPVWTQWU ITQWR QH Ru[EJQEGPVTiEu HiPFU iV CEEGRVCDNG.
they travel. They like to visit # UVWF[ QH VTCXGNGTUo DGJCXiQTU CPF RTGHGTGPEGU FGOQPUVTCVGF VJCV CQUVC 4iECoU
nonthreatening places and stay in RQUiViQP iU GXQNXiPI HTQO DGiPI C FGUViPCViQP HQT PGCT CNNQEGPVTiE VQ QPG VJCV
familiar surroundings. CVVTCEVU OiF-EGPVTiEU. 6JG TGUGCTEJGTU EQPENWFGF VJCV CQUVC 4iEC JCF iPFGGF DWiNV
iVU iPHTC- UVTWEVWTG VQ VJG RQiPV VJCV CFXGPVWTGTU CTG RWV QHH CPF OiF-EGPVTiEU CTG
CVVTCEVGF, jWUV CU 2NQIoU OQFGN RTGFiEVGF.
GPQYiPI VJiU, QVJGT PCViQPU iP CGPVTCN #OGTiEC, *QPFWTCU, $GNi\G, CPF
0iECTCIWC, CTG RWTUWiPI VJG CFXGPVWTGU OCTMGV. 6JGTGHQTG, RTGUGTXCViQP QH
VJG PCVWTCN GPXiTQPOGPV iP VJQUG PCViQPU iU GUUGPViCN, iPENWFiPI VJG PGGF VQ UGV
CUiFG RCTViEWNCT CTGCU HQT URGEiCN RTQVGEViQP.
6JG TGUGCTEJGTU CNUQ PQVGF VJCV RCTVU QH #UiC, CJiPC, CCODQFiC, 6JCiNCPF, CPF
8iGVPCO CTG TWUJiPI iPVQ C RJCUG QH FGXGNQROGPV VJCV iU RQQTN[ RNCPPGF DCUGF QP
VJG 2NQI CPCN[UiU.64
/QPiVQTiPI VJG 6QwTiuV /CTMGVu

6QWTiUV OCTMGVU CTG F[PCOiE, CPF C OCTMGViPI iPHQTOCViQP U[UVGO iU RCTV QH
CP[ YGNN-TWP VQWTiUV QTICPi\CViQP. &GUViPCViQPU PGGF VQ ENQUGN[ OQPiVQT VJG
TGNCViXG RQRWNCTiV[ QH VJGiT XCTiQWU CVVTCEViQPU D[ FGVGTOiPiPI VJG PWODGT
CPF V[RG QH VQWTiUVU CVVTCEVGF VQ GCEJ. 6JG RQRWNCTiV[ QH VJG /GVTQRQNiVCP
/WUGWO QH #TV, $iI
$GP, QT VJG CQNiUGWO ECP UWFFGPN[ QT ITCFWCNN[ EJCPIG. /CTMGViPI
iPHQTOCViQP U[UVGOU JGNR iFGPViH[ CPF RTGFiEV GPXiTQPOGPVCN VTGPFU VJCV CTG
TGURQPUiDNG HQT VJGUG EJCPIGU. +PHQTOCViQP UJQWNF DG EQNNGEVGF QP EJCPIGU,
GOGTIiPI OCTMGVU, CPF RQVGPViCN VCTIGV OCTMGVU.
6JG L8C8# EQPFWEVU CP CPPWCN VQWTiUV RTQHiNG. +PHQTOCViQP HQT VJiU
RTQHiNG iU EQNNGEVGF VJTQWIJ QPIQiPI EWUVQOGT UWTXG[U. 5WTXG[ TGUWNVU iPFiECVG
VJCV VJG OCjQTiV[ QH XiUiVQTU URGPF NGUU VJCP HQWT JQWTU C FC[ ICODNiPI. 6JG
XiUiVQTU CTG EQOiPI HQT GPVGTVCiPOGPV CPF VJG PQP-ICOiPI COGPiViGU QH VJG OGIC-
TGUQTVU. 6JiU iPHQTOCViQP JGNRGF VQ CVVTCEV C PWODGT QH PGY TGUVCWTCPVU, UWEJ CU
5RCIQ, 9QNHICPI 2WEMoU, CCHG CQ[QVG, CPF 2NCPGV *QNN[YQQF. LCU 8GICU JCU
FGXGNQRGF C TGRWVCViQP CU C TGUVCWTCPV VQYP. 6JiU HWTVJGT GPJCPEGU iVU iOCIG CU C
FiXGTUG FGUViPCViQP TCVJGT VJCP jWUV C ICOiPI XGPWG.
1PG jQD QH C VQWTiUV QTICPi\CViQP iU VQ iPETGCUG VJG CEEGUUiDiNiV[ QH C
FGUViPC- ViQP. 6JG L8C8# WUGU iPHQTOCViQP HTQO iVU UWTXG[ VQ iFGPViH[
GOGTIiPI OCTMGVU VJCV ECP UWRRQTV FiTGEV CiTNiPG HNiIJVU. #TOGF YiVJ EWTTGPV
VTCXGN RCVVGTPU CPF RTQjGEVGF VTCXGN RCVVGTPU DCUGF QP iVU UWTXG[U, VJG L8C8#
OCMGU RTGUGPVCViQPU VQ CiTNiPGU, VT[iPI VQ EQPXiPEG VJGO VQ UVCTV PGY TQWVGU,
YJiEJ YiNN DG RTQHiVCDNG HQT VJG CiTNiPGU CPF RTQXiFG CPQVJGT TGIiQP QH VJG EQWPVT[
YiVJ FiTGEV CiT UGTXiEG VQ LCU 8GICU. 6JG CEEGUUiDiNiV[ QH LCU 8GICU D[ HTGSWGPVN[
UEJGFWNGF CPF TGNCViXGN[ iPGZ- RGPUiXG CiTHCTG iU iP RCTV TGURQPUiDNG HQT iV DGiPI
QPG QH VJG VQR EQPXGPViQP EGPVGTU iP VJG 7PiVGF 5VCVGU. 6JiU FiF PQV JCRRGP D[
CEEiFGPV; iV JCRRGPGF CU C TGUWNV QH GHHQTVU D[ VJG L8C8#.
6JG 5VGCODQCV 5RTiPIU, CQNQTCFQ, CJCODGT 4GUQTV #UUQEiCViQP, CPF QVJGT

TGUQTVUo XiUiVQT DWTGCWU CNUQ YQTM YiVJ CiTNiPGU VQ GPUWTG CiT CEEGUUiDiNiV[ VQ
VJGiT EiViGU.
*QYGXGT, DGECWUG VJGUG CTGCU JCXG C UOCNN RQRWNCViQP DCUG CPF GZRGTiGPEG
XCT[iPI UPQYHCNN NGXGNU, CiTNiPGU CTG TGNWEVCPV VQ iPENWFG VJGO iP VJGiT UEJGFWNG
YiVJQWV C HiPCPEiCN IWCTCPVGG. 6JiU OGCPU VJG XiUiVQT DWTGCW OWUV CUUWOG CP
CEViXG TQNG VQ GPUWTG VJCV HWPFiPI iU CXCiNCDNG HQT VJG CiTNiPG IWCTCPVGGU UJQWNF VJiU
DG PGEGUUCT[.
6QWTiUV QTICPi\CViQPU PGGF iPHQTOCViQP VQ UVC[ EQORGViViXG. 6QWTiUV
RTQFWEVU OWUV EJCPIG VQ OGGV VJG PGGFU QH VJG EJCPIiPI OCTMGV. EOGTIiPI
OCTMGVU OWUV DG iFGPViHiGF CPF UGTXGF. 0GY OCTMGVU VJCV ECP DG UGTXGF D[ VJG
GZiUViPI VQWTiUV RTQFWEV OWUV DG iFGPViHiGF. 6QWTiUV QTICPi\CViQPU VT[iPI VQ
CEEQORNiUJ VJGUG VCUMU YiVJQWV IQQF iPHQTOCViQP CTG CV C FiUCFXCPVCIG.
(iTuV-6iOG 8GTuwu 4GRGCV 8iuiVQTu

(iTUV-ViOG CPF TGRGCV XiUiVQTU CTG iORQTVCPV UGIOGPVU HQT C VQWTiUV FGUViPCViQP CPF
VJG[ UJQWNF DG OQPiVQTGF. &GUViPCViQP YCPVU VQ JCXG C JGCNVJ[ DCNCPEG QH HiTUV-ViOG
CPF TGRGCV XiUiVQTU. EiIJV[ RGTEGPV QH LCU 8GICU XiUiVQTU CTG TGRGCV XiUiVQTU,
YJiEJ EQWNF ETGCVG RTQDNGOU iP VJG NQPI-TWP.
(QT UQOG FGUViPCViQPU, XiUiVQT UCViUHCEViQP YQWNF DG OQTG iORQTVCPV
VJCP TGRGCV XiUiVCViQP NQ[CNV[ DGECWUG VJGiT VCTIGV OCTMGVU YQWNF UGGM OQTG
XCTiGV[ CPF CTG NGUU NiMGN[ VQ XiUiV VJG UCOG FGUViPCViQP TGRGCVGFN[. # UVWF[
HQWPF VJCV NGUU NQ[CN VQWTiUVU VQ iPVGTPCViQPCN FGUViPCViQPU CTG GiVJGT p0CVWTCN
5YiVEJGTU” QT pEZRGTiGPViCN 5YiVEJGTU.” 0CVWTCN UYiVEJGTU CTG XCTiGV[ UGGMGTU QT
RTiEG-UGPUiViXG VTCXGNGTU, YJGTGCU GZRGTiGPViCN UYiVEJGTU CTG VJQUG YJQ CTG
FiUUCViUHiGF YiVJ VJGiT XiUiV. 6JGUG ITQWRU UJQWNF DG VCTIGVGF FiHHGTGPVN[. 65
5JQTV-*CwN 8GTuwu LQPI-*CwN 6QwTiuVu

6QWTiUVU YJQ VTCXGN UJQTV FiUVCPEGU VGPF VQ UVC[ HQT UJQTV FWTCViQPU. 6JG[ CNUQ
UJQY RTGHGTGPEGU HQT RCEMCIG VQWTU. LQPI-JCWN VQWTiUVU VGPF VQ GPICIG iP NQPIGT
FWTCViQP, OWNVi-FGUViPCViQP VTiRU CPF UGGM VQ HWNHiNN OWNViRWTRQUGU, UWEJ CU EiV[
UiIJVUGGiPI, EQWPVT[ JiMGU, CVVGPFiPI UGXGTCN EWNVWTCN GXGPVU, CPF RCTViEiRCViPI iP
GXGPVU.
■■■ CQOOwPiECViPI YiVJ VJG 6QwTiuV /CTMGV

CQORGViViQP HQT 8iuiVQTu +PxQNxGu +OCIG /CMiPI
&GUViPCViQP iOCIGU CTG JGCXiN[ iPHNWGPEGF D[ RiEVQTiCN ETGCViQPU WUGF iP OQXiGU
QT 68, D[ OWUiE, CPF, iP UQOG ECUGU, D[ RQRWNCT GPVGTVCiPGTU CPF EGNGDTiViGU.
5VCVG OGFiC iPXGUVOGPV VQ CVVTCEV VQWTiUVU JCU ITQYP TCRiFN[. 5VCVGU UWEJ CU
6GZCU CPF #NCUMC JCXG OQTG VJCP SWCFTWRNGF VJGiT VQWTiUO OGFiC DWFIGVU.
0CViQPU CPF UVCVGU iPXCFG CPF CFXGTViUG iP GCEJ QVJGToU OCTMGVU. (QT
iPUVCPEG, +NNiPQiU VCTIGVU 0GY ;QTM, CCNiHQTPiC, 6GZCU, CPF JCRCP. +V RTQFWEGU
OWNViNiPIWCN VTCXGN IWiFGU, &8&U, CPF TCFiQ UGIOGPVU.
&GUViPCViQPU JCXG HQTOGF RCTVPGTUJiRU YiVJ VTCXGN, TGETGCViQPCN, CPF EQOOW-
PiECViQP DWUiPGUUGU QP jQiPV OCTMGViPI GHHQTVU. 6JG[ CFXGTViUG iP PCViQPCN
OCIC-
\iPGU CPF VTCXGN RWDNiECViQPU CPF YQTM YiVJ DWUiPGUU-VTCXGN RTQOQViQPU VQ
NiPM VJG ITQYiPI DWUiPGUU-NGiUWTG UGIOGPV QH VJG VTCXGNiPI RWDNiE, CPF VJG[ VCTIGV
VTCXGN CIGPEiGU. /CP[ UVCVGU JCXG NQECVGF YGNEQOG EGPVGTU CNQPI OCjQT iPVGTUVCVG
JiIJ- YC[U VJCV iPENWFG WPUVCHHGF VYQ-YC[ XiFGQ U[UVGOU VQ CPUYGT SWGUViQPU
HTQO C EGPVTCN NQECViQP QT QVJGTYiUG CUUiUV VTCXGNGTU. 5VCVGU CNUQ VCTIGV VJGiT QYP
TGUiFGPVU YiVJ DTQEJWTGU, OCRU, CPF C ECNGPFCT QH GXGPVU.
(iPCNN[, GHHGEViXG FGUViPCViQP iOCIiPI TGSWiTGU EQPITWGPEG DGVYGGP
CFXGTViUiPI CPF VJG FGUViPCViQP. )NQUU[ RJQVQITCRJU QH UWPUGVU, DGCEJGU,
DWiNFiPIU, CPF GXGPVU PGGF VQ JCXG UQOG TGNCViQPUJiR VQ YJCV VQWTiUVU CEVWCNN[
GZRGTiGPEG; QVJGTYiUG, FGUVi- PCViQPU TWP VJG TiUM QH NQUiPI VQWTiUV IQQFYiNN CPF
IGPGTCViPI DCF YQTF QH OQWVJ.
/CP[ VQWTiUV FGUViPCViQPU JCXG FiUEQXGTGF VJCV iV iU iORQTVCPV VQ UJQY
TGUi- FGPVU iPVGTCEViPI YiVJ VQWTiUVU iP VJGiT CFXGTViUGOGPVU. 6JQWUCPFU QH
OQWPVCiP UNQRGU CPF DGCEJGU GZiUV iP VJG YQTNF CPF OQUV NQQM CNiMG iP RJQVQU.
8GT[ HGY VQWT- iUVU UGGM C EQORNGVGN[ UGENWFGF XCECViQP UiVG. 2GQRNG CTG UQEiCN
ETGCVWTGU D[ PCVWTG CPF EQPUEiQWUN[ QT WPEQPUEiQWUN[ UGGM VJG EQORCP[ QH HGNNQY
JWOCPU.
$TCPFiPI &GuViPCViQPu
6QWTiUV FGUViPCViQPU iPETGCUiPIN[ GODTCEG DTCPFiPI VGEJPiSWGU VQ FGXGNQR
WPiSWG RQUiViQPU, iOCIGU, CPF RGTUQPCNiViGU iP C JiIJN[ EQORGViViXG GPXiTQPOGPV.
Destination branding. &GuViPCViQP DTCPFiPI iU ETGCViPI C FiHHGTGPViCVGF FGUViPCViQP iOCIG VJCV iPHNWGPEGU
Creating a differentiated VTCXGNGTUo FGEiUiQP VQ XiUiV C FGUViPCViQP CPF EQPXG[U VJG RTQOiUG QH C OGOQTCDNG
destination image that influences GZRGTiGPEG VJCV iU WPiSWGN[ CUUQEiCVGF YiVJ VJG FGUViPCViQP.66 $TCPFiPI
travelers’ decision to visit QRRQTVW- PiViGU HQT FGUViPCViQPU GZiUV CV IGQITCRJiECN NGXGNU UWEJ CU EQWPVT[, EiV[,
a destination and conveys CPF VQYP (WODTGNNC CPF UWD-DTCPFU), URGEiHiE CVVTCEViQPU UWEJ CU OWUGWOU CPF
the promise of a memorable VJGOG RCTMU, GXGPVU UWEJ CU OGIC-GXGPVU CPF HGUViXCNU, CPF NiHGUV[NG VTCXGN
experience that is uniquely RCEMCIGU.
associated with the destination. &GUViPCViQP XiUiVU QT XCECViQPU GZRTGUU NiHGUV[NG, RGTUQPCNiV[, CPF UVCVWU.
A study found that visitors who see a closer fit between their personality and Las
8GICUoU DTCPF RGTUQPCNiV[ CU C VQWTiUV FGUViPCViQP CTG OQTG NiMGN[ VQ EQOG DCEM
CPF VQ GPICIG iP RQUiViXG YQTF-QH-OQWVJ EQOOWPiECViQP HQT VJG FGUViPCViQP.67
24 CPF RWDNiEiV[ (OQXiGU, PGYU UVQTiGU, GXGPVU, CPF EGNGDTiViGU) CTG XiVCN
VQ FGXGNQR DTCPF CYCTGPGUU CPF iOCIG. 6JG DTCPFiPI UVTCVGI[ QH LCU 8GICU
JiUVQTi- ECNN[ HQEWUGU QP URGEiCN GXGPVU CPF CRRGCTCPEG iP OQXiGU.
8iUiVQT-DCUGF DTCPF GSWiV[ OGCUWTGU UWEJ CU DTCPF TGEQIPiViQP, iOCIG,
NQ[CNV[, CPF DTCPF CFXQECE[ CTG ETiViECN DGPEJOCTMiPI RGTHQTOCPEG
OGCUWTGU HQT FGUViPCViQPU. 6JG 6QWTiUO CQOOiUUiQP QP 0GXCFC NCWPEJGF C
TGDTCPFGF 0GXCFC OCTMGViPI ECORCiIP HQT QVJGT HQTOU QH VQWTiUO iP
PGiIJDQTiPI UVCVGU
(California, Arizona, and Utah) and international markets. The goal is to promote
TWTCN CTGCU CPF NGUUGT-MPQYP UiIJVU, iPENWFiPI p9iNF 9GUV” GZRGTiGPEGU.68
&GuViPCViQP 6QwTiuO 5NQICPu

# FGUViPCViQP UNQICP iU RCTV QH DTCPF iFGPViV[ CTViEWNCVGF VQ RQUiViQP C RTQFWEV. +V
iU C UJQTV RJTCUG VJCV EQOOWPiECVGU FGUETiRViXG QT RGTUWCUiXG iPHQTOCViQP CDQWV
C DTCPF. 5NQICPU CTG EQPUiFGTGF CP GUUGPViCN GNGOGPV VQ DWiNF DTCPF CYCTGPGUU
CPF iOCIG CV EQWPVT[, UVCVG, CPF EiV[ NGXGNU.69 5QOG RQRWNCT UNQICPU CTG p9JCV
*CRRGPU iP 8GICU 5VC[U iP 8GICU,” p+ LQXG 0;,” CPF p8iTIiPiC iU HQT LQXGTU” CPF
p100% 2WTG 0GY <GCNCPF.” LCU 8GICU CEVWCNN[ JCU UGXGTCN NGUUGT UNQICPU CiOGF CV
PCTTQY CWFi- GPEGU, iPENWFiPI p0QV DWUiPGUU CU WUWCN,” CiOGF CV OGGViPI
RNCPPGTU; p1XGTViOG IWCTCPVGGF,” VQ RTQOQVG URGEiCN GXGPVU; CPF p# YQTNF QH
GPVGTVCiPOGPV,” HQT iPVGT- PCViQPCN CWFiGPEGU.
&GUViPCViQPU ECP EJCPIG VJGiT UNQICPU CU RCTV QH VJGiT TGDTCPFiPI
UVTCVGI[. 4GEGPVN[, VJG )TGGM 0CViQPCN 6QWTiUO 1TICPi\CViQP ()061) NCWPEJGF C
PGY INQDCN VQWTiUO ECORCiIP WPFGT C PGY UNQICP p)TGGEG, #NN 6iOG CNCUUiE.”
JCOCiEC FiVEJGF iVU NQPIViOG UNQICP pJCOCiECt1PEG [QW IQ [QW MPQY” CHVGT 10
[GCTU. +V JCU DGGP TGRNCEGF D[ pJCOCiECt)GV #NN 4iIJV” VQ GNiEiV C OGUUCIG VJCV
JCOCiEC iU C RNCEG VJCV OCMGU XiUiVQTU pHGGN CNTiIJV.” 5iPICRQTG 6QWTiUO $QCTF
TGDTCPFGF VCINiPG p7PiSWGN[ 5iPICRQTG” VQ p;QWT5iPICRQTG.”
EHHGEVixGPGuu QH #FxGTViuiPI/2TQOQViQP
6JG UWEEGUU QH [GUVGTFC[oU CFXGTViUiPI/RTQOQViQP CU C OQFGN HQT VQFC[ iU
iPETGCU- iPIN[ DGiPI SWGUViQPGF. 6JG TGUWNVU QH TGUGCTEJ QP VJG UWDjGEV QH
GHHGEViXGPGUU QH UVCVG GZRGPFiVWTGU VQ RTQOQVG VQWTiUO CTG EGTVCiP VQ DG
EQPVTQXGTUiCN.
1PG UVWF[ EQPENWFGF VJCV pUVCVGU YiVJ NQYGT NGXGNU QH VQWTiUO CEViXiV[
ECP GPjQ[ UOCNN DGPGHiVU HTQO iPETGCUGF URGPFiPI YJiNG UVCVGU YiVJ JiIJGT
NGXGNU QH VQWTiUO YQWNF DGPGHiV HTQO FGETGCUGF URGPFiPI.”70 #PQVJGT UVWF[
EQPEGTPiPI VJG GHHGEViXGPGUU QH CFXGTViUiPI UWIIGUVGF VJCV pVJGTG YCU PQ
UiIPiHiECPV FiHHGTGPEG DGVYGGP VJG EQPVTQN ITQWR VJCV YCU PQV GZRQUGF VQ CP[VJiPI
CPF VJG ITQWR VJCV UCY VJG CFXGTViUGOGPV CU HCT CU CVViVWFG HQTOCViQP CPF iPVGTGUV
iP XiUiViPI C FGUViPCViQP YGTG EQPEGTPGF.”71
6JG VYQ UVWFiGU TGHGTTGF VQ OC[ DG iP VJG XCPIWCTF QH FGOQPUVTCViPI VJG PGGF
HQT PGY OCTMGViPI UVTCVGIiGU VQ GHHGEViXGN[ OCTMGV XiUiVQT FGUViPCViQPU. 5QEiGV[ JCU
EJCPIGF. 6TCFiViQPCN OGFiC UWEJ CU 68, PGYURCRGT CPF OCIC\iPG CFU, CPF
#//(/ TCFiQ OC[ PQV DG WViNi\GF D[ VCTIGV OCTMGVU, RCTViEWNCTN[ [QWPIGT QPGU.
+P VQFC[oU FiIiVCN CIG, UCXX[ &/1U CTG VCRRiPI UQEiCN CPF OQDiNG PGVYQTMU,
5 UOCTVRJQPGU
Part IV Managing Hospitality and Tourism
CPF
VCDNGVU, )25 (INQDCN RQUiViQPiPI U[UVGO) CRRU, G-EQOOGTEG, CPF DQQMiPI GPIiPGU
VQ GEQPQOiECNN[ TGCEJ EQPUWOGTU 24/7, CPF INQDCNN[. 6JGiT 9GD UiVGU ECP PQY
iPVGTCE- ViXGN[ FGRNQ[ XiFGQ, VGZV, CWFiQ, DQQMiPI U[UVGOU, RJQVQU CPF TGCN-ViOG
EQOOGPVU HTQO EWUVQOGTU.72
0GY <GCNCPF HQTOGF C INQDCN RCTVPGTUJiR YiVJ (CEGDQQM VQ DWiNF UVQT[-FTiXGP
EQPVGPV VQIGVJGT CPF VQ OCTMGV VJG FGUViPCViQP CETQUU VJGiT RNCVHQTOU QH +PUVCITCO
CPF (CEGDQQM. 60<oU &iTGEVQT QH /CTMGViPI, #PFTGY (TCUGT, UCiF, p+V YCU
iPETGCU- iPIN[ iORQTVCPV VQ DG CDNG VQ YQTM GHHGEViXGN[ CETQUU CNN FiIiVCN
RNCVHQTOU CPF YQTMiPI FiTGEVN[ YiVJ (CEGDQQM YCU C ITGCV QRRQTVWPiV[ VQ
GPUWTG VJG ECORCiIP WUGF VJG OQUV GHHGEViXG DGUV RTCEViEG VGEJPiSWGU.
EUUGPViCNN[ YJCV YG FiF YCU IQ VQ (CEGDQQM CPF CUM VJGO VQ ETGCVG C EQPVGPV
iFGC VJCV CFFTGUUGF UQOG QH VJG DCTTiGTU HCEGF D[ RGQRNG YJQ CTG CEViXGN[
EQPUiFGTiPI EQOiPI VQ 0GY <GCNCPF. 1WT TGUGCTEJ UJQYGF VJCV YJiNG VJiU
CWFiGPEG WPFGTUVCPFU VJG GRiE NCPFUECRGU, VJGTG CTG ICRU iP VJGiT MPQYNGFIG
TGICTFiPI VJGiT RGTEGRViQPU QH QWT iPHTCUVTWEVWTG, GCUG QH VTCXGNNiPI CTQWPF 0GY
<GCNCPF CPF VJG XCTiGV[ QH VJiPIU VQ FQ CPF UGG.” 6JiU EQNNCDQTCViQP TGUWNVGF iP
CP GPICIiPI CPF PCVWTCN UVQT[ QH VYQ #OGTiECP VQWTiUVU OiUUiPI VJG VTCiP VQ
9GNNiPIVQP HTQO $TiVQOCTV CPF GODCTMiPI QP C GQODi TQCF VTiR YJGTG VJG[ OGGV
VJG NQECNU CPF UGG VJG EQWPVT[.73
&/1U CTG WUWCNN[ iP EJCTIG QH FGXGNQRiPI CPF OGCUWTiPI VJG GHHGEViXGPGUU QH
RTQOQViQP ECORCiIPU. 1PG UiIPiHiECPV QWVNGV iU OCjQT 6&6 HCiTU iP $GTNiP, LCU
8GICU, CPF /CFTiF, YJiEJ DTiPI FGUViPCViQPU, iPVGTOGFiCTiGU, CPF VTCXGN VTCFG
VQIGVJGT.
&GxGNQRiPI 2CEMCIGu QH #VVTCEViQPu CPF #OGPiViGu

#P GHHGEViXG YC[ QH EQOOWPiECViPI YiVJ RQVGPViCN VTCXGNGTU iU D[ QHHGTiPI
RCEMCIGU. 6QWTiUV QTICPi\CViQPU OWUV FGXGNQR C RCEMCIG QH CVVTCEViQPU CPF
COGPiViGU.
6TCXGNGTU OCMG EQORCTiUQPU CDQWV VJG TGNCViXG CFXCPVCIGU CPF FiUCFXCPVCIGU
QH EQORGViPI FGUViPCViQPU. &GUViPCViQPU OWUV RTQXiFG GCU[ CEEGUU VQ CVVTCEViQPU
D[ DWU, DQCVU, ECTTiCIGU, CPF RNCPGU. 6JG[ PGGF VQ FiUVTiDWVG DTQEJWTGU,
CWFiQVCRGU, CPF XiFGQVCRGU VQ VTCXGN CIGPVU CPF iPFiXiFWCN RTQURGEVU. CiV[
DWU EQORCPiGU OiIJV RTGRCTG JCNH-FC[, HWNN-FC[, CPF GXGPiPI VQWTU VQ JiIJNiIJV
VJG FGUViPCViQPoU OCjQT CVVTCEViQPU. CQPEGPVTCViPI CVVTCEViQPU, UGTXiEGU, CPF
HCEiNiViGU iP C UOCNN CTGC ETGCVGU GZEiVGOGPV, CFXGPVWTG, CPF ETQYFU.
&GUViPCViQPU EQPUVCPVN[ FiUEQXGT JiFFGP CUUGVU VJCV JCXG XCUV VQWTiUV RQVGP-
ViCN. +NNiPQiU, HQT GZCORNG, JCU OQTG RWDNiE CPF UGOiRWDNiE IQNH EQWTUGU RGT RQRWNC-
ViQP VJCP CP[ QVJGT UVCVG GZEGRV (NQTiFC. +V PQY RTQOQVGU IQNH VQWTU. JCRCPGUG
VQWTU TGURQPFGF VQ C RCEMCIG QH IQNH CPF CJiECIQ UJQRRiPI. 2GPPU[NXCPiC JCU
TGENCiOGF QNF EQCN OiPiPI CTGCU YiVJ EJCORiQPUJiR IQNH EQWTUGU, GZRCPFiPI iVU
TGETGCViQPCN HCEiNiViGU VQ RTQOQVG VQWTiUO.
8iEVQTiC, CCPCFC, p6JG CiV[ QH )CTFGPU,” iU JQOG VQ 6JG $WVEJCTV
)CTFGPU, C 55-CETG CDCPFQPGF SWCTT[ VJCV YCU VTCPUHQTOGF iPVQ C DGCWViHWN
NiXiPI ICTFGP QH HNQYGTU. 6JG $WVEJCTV )CTFGP JCU DGEQOG U[PQP[OQWU YiVJ
8iEVQTiCoU VQWTiUV iPFWUVT[, HGCVWTiPI URGEiCN GXGPVU, FiPiPI, CPF IiHV UJQRRiPI.
9JGP EQODiPGF YiVJ QVJGT CEViXiViGU UWEJ CU IQNH, UJQRRiPI, FiPiPI, CPF
OWUGWOU, OCP[ RCEMCIGU ECP DG FGXGNQRGF HQT FiHHGTGPV XiUiVQT UGIOGPVU.
6JG GQUJCTG +PFiCP /WUGWO CV LC JWPVC, CQNQTCFQ, iU CP GZCORNG QH C EWNVWTCN
VQWTiUV CVVTCEViQP. 6JG OWUGWO JQWUGU QPG QH VJG NCTIGUV EQNNGEViQPU QH
0QTVJ #OGTiECP CTV CPF CTViHCEVU iP VJG YQTNF CPF C NiDTCT[ QP 0CViXG #OGTiECP
JiUVQT[. 0CViXG #OGTiECP FCPEGU CTG RTGUGTXGF D[ VGCEJiPI VJGO VQ VJG [QWPI
OGP QH VJG EQOOWPiV[, YJQ RGTHQTO VJTQWIJQWV VJG PCViQP CU VJG GQUJCTG +PFiCP
&CPEGTU.
# FGUViPCViQP OC[ RTQOQVG QPG, C HGY, QT OCP[ QH iVU CVVTCEViQPU.
CJiECIQoU OCTMGViPI VJGOG pCJiECIQoU )QV +V” HGCVWTGF RiEVWTGU QH iVU HCOQWU
CTEJiVGEVWTG, NCMGHTQPV, U[ORJQP[, YQTNFoU VCNNGUV DWiNFiPI, HiPCPEiCN GZEJCPIGU,
CPF 9TiING[ (iGNF (JQOG QH VJG CJiECIQ CWDU) VQ UWIIGUV VJCV VJG EiV[ JCF
GXGT[VJiPI: DWUiPGUU, EWNVWTG, GPVGTVCiPOGPV, TGETGCViQP, CPF URQTVU. +P EQPVTCUV,
5CP (TCPEiUEQ RNC[GF QHH iVU YGNN-FGXGNQRGF iOCIG CU UGFWEViXG CPF O[UVGTiQWU: C
RJQVQ QH C HQII[, UQHVN[ NiV )QNFGP )CVG $TiFIG YiVJ VJG EQR[, p+P VJG $GIiPPiPI,
)QF CTGCVGF *GCXGP CPF ECTVJ. 5CP (TCPEiUEQ 6QQM C LiVVNG LQPIGT.”
CQORGViViQP COQPI FGUViPCViQPU GZVGPFU VQ TGUVCWTCPVU, HCEiNiViGU,
URQTVU, EWNVWTCN COGPiViGU, CPF GPVGTVCiPOGPV. 9JiEJ RNCEG JCU VJG OQUV HQWT-
UVCT JQVGNU,
DGUV EWNiPCT[ HCTG, OQUV OWUGWOU CPF VJGCVGTU, DGUV YiPG CPF FTiPM, DGUV EJGHU, QT
DGUV PCViXG, EWNVWTCN, QT GVJPiE HNCiT! CCORCiIPU CTG ECTTiGF QWV iP URGEiCNV[ RWDNi-
ECViQPU. 6GUViOQPiCNU CPF TCPMiPIU CTG HQWPF iP VTCXGN DTQEJWTGU, CFXGTViUiPI,
CPF VTCXGN IWiFGU.
&GURiVG VJG DGUV QHHGTU QH C FGUViPCViQP VQ RQTVTC[ C RQUiViXG iOCIG VJTQWIJ
24 CPF CFXGTViUiPI, iOCIG DWiNFiPI iU CHHGEVGF D[ TGRQTVU QH FiUVWTDiPI UQEiGVCN
RTQD- NGOU, iPENWFiPI JWOCP TiIJVU CDWUG.
CJCTIGU QH JWOCP TiIJVU CDWUG HTQO 9GUVGTP IQXGTPOGPVU FiTGEVN[
CHHGEV VQWTiUO FGXGNQROGPV CPF ITQYVJ. 6JG IQXGTPOGPV QH /[CPOCT XiGYGF iVU
RGQRNG CU pEQPVTiDWViPI NCDQT” VQ VJG FGXGNQROGPV QH VJG VQWTiUO-TGNCVGF
iPHTCUVTWEVWTG.
+PVGTPCViQPCN JWOCP TiIJVU QDUGTXGTU XiGYGF VJiU FGXGNQROGPV CU HQTEGF
NCDQT. 6JG 7.G.-DCUGF 6QWTiUO CQPEGTP TGRQTVGF VJCV VJG /[CPOCT 5VCVG
LCY 1TFGT
4GUVQTCViQP CQWPEiN (5L14C) iU piORNGOGPViPI RTQjGEVU GCTOCTMGF HQT
VQWTiUO VJTQWIJ VJG WUG QH HQTEGF NCDQT CPF VJG FiURNCEGOGPV QH RGQRNG.”74 6QWTiUO
CQPEGTP TGRQTVGF VJCV EJCiPGF RTiUQP ICPIU CPF EQPUETiRVGF HCOiNiGU JCF DGGP
WUGF VQ DWiNF TQCFU CPF RTGRCTG VQWTiUO UiVGU. #EEQTFiPI VQ VJG TGRQTVU, CTO[
OGODGTU YGPV HTQO JQWUG VQ JQWUG VCMiPI RGQRNG HQT HQTEGF NCDQT.
6JG 5L14C FGPiGF VJGUG TGRQTVU CPF UVCVGF VJCV RGQRNG YGTG
EQPVTiDWViPI VJGiT XQNWPVCT[ NCDQT JCRRiN[. 9JCVGXGT VJG VTWVJ, TGRQTVU QH JWOCP
TiIJVU CDWUG, ETiOG, FiUGCUG, CPF QVJGT UQEiGVCN RTQDNGOU JCXG C PGICViXG GHHGEV
QP VQWTiUO CPF OC[ RGTUiUV NQPI CHVGT VJG RTQDNGO iU EQTTGEVGF.
National tourist organizations /CMiPI C FGUViPCViQP VQWTiUV HTiGPFN[ iU VJG VCUM QH C EGPVTCN VQWTiUV
(NTOs). A national government CIGPE[, YJiEJ OC[ DG RWDNiE, SWCUi-RWDNiE, PQPRTQHiV, QT RTiXCVG. 6JGUG
or quasi-government agency that CIGPEiGU CTG TGHGTTGF VQ CU PCViQPCN VQwTiuV QTICPi\CViQPu (061u). 1WVUiFG VJG
markets destination tourism. 7PiVGF 5VCVGU, VJiU CIGPE[ iU QHVGP TWP D[ VJG EGPVTCN IQXGTPOGPV, UVCVG, QT
RTQXiPEG, VQIGVJGT YiVJ NQECN IQXGTPOGPV QHHiEiCNU. 6JG EWTQRGCP 6TCXGN
CQOOiUUiQP, C 24-PCViQP ITQWR DGPV QP NWTiPI 7.5. XiUiVQTU VQ EWTQRG,
EQQTFiPCVGU RTQOQViQPCN CEViXiV[ iP VJG 7PiVGF 5VCVGU.
CTGCViPI CPF /CPCIiPI 8iuiVQT EZRGTiGPEGu

#VVTCEViQPU CNQPG FQ PQV CVVTCEV XiUiVQTU. /QUV RNCEGU UGGM VQ FGGRGP VJG
VTCXGN GZRGTiGPEG D[ RTQXiFiPI ITGCVGT XCNWG CPF OCMiPI VJG GZRGTiGPEG OQTG
UiIPiHiECPV CPF TGYCTFiPI. # FGUViPCViQP iU CP COCNICO QH FiXGTUG RTQFWEVU CPF
GPXiTQPOGPVU IGPGTCViPI C VQVCN FGUViPCViQP GZRGTiGPEG.
6JG GZRGTiGPEG pENWGU” CTG DWiNFiPI DNQEMU QH C RTQFWEV GZRGTiGPEG DCUGF QP
UGPUQT[ iPHQTOCViQP VJCV EQNNGEViXGN[ UJCRG VJG EQPUWOGT GZRGTiGPEG. #P[VJiPI
RGTEGiXGF CPF UGPUGF (UiIJV, UQWPF, VQWEJ, VCUVG, CPF UOGNN) iP VJG GPXiTQPOGPV iU
CP GZRGTiGPEG pENWG” CPF OWUV DG OCPCIGF. 7POCPCIGF QT TCPFQO, PGICViXG ENWGU
ECP TWiP VJG YJQNG GZRGTiGPEG D[ ECPEGNiPI QWV VJG RQUiViXG QPGU.75 #RRN[iPI iV VQ
VQWTiUO EQPVGZV, C V[RiECN iPVGTPCViQPCN FGUViPCViQP GZRGTiGPEG UVCTVU CV VJG CiTRQTV
(QT GXGP DGHQTG iH C XiUiVQT DGIiPU VQ pGZRGTiGPEG” VJG FGUViPCViQP D[ UWTHiPI iVU
9GD UiVG), EQPViPWGU YiVJ VCZiECD QT UJWVVNG UGTXiEG, JQVGN EJGEM-iP, FiPiPI,
UiIJVUGGiPI VQWTU, CPF UJQRRiPI CPF GPVGTVCiPOGPV GZRGTiGPEGU.
6QWTiUV FGUViPCViQPU ECP ETGCVG C PGV RQUiViXG VQVCN GZRGTiGPEG D[
CTTCPIiPI VJG JWPFTGFU QH ENWGU. (QT GZCORNG, PGICViXG ENWGU UWEJ CU UOGNN
CPF RQNNWViQP VJCV FiOiPiUJ VJG GZRGTiGPEG UJQWNF DG GNiOiPCVGF. +P UQOG
EiViGU, VJG TQCFU DGVYGGP CiTRQTV CPF VJG EiV[ YGTG TGTQWVGF DGECWUG QNF QPG
iPENWFGF UNWOU CPF UJCPV[ PGiIJDQTJQQFU CNQPI HQT OCP[ OiNGU. +P
5iPICRQTG, VJG CiTRQTV TQCF iU CNYC[U CFQTPGF YiVJ UGCUQPCN HNQYGTU CPF QHHGTU C
UEGPiE TiFG HQT XGT[ NQPI OiNGU. 5iPICRQTGoU ECD FTiXGTU CTG MPQYP HQT VJGiT
RTQHGUUiQPCN VTCiPiPI CPF UGTXiEG, YJiEJ iPENWFG EPINiUJ-NCPIWCIG GZCOU, UCHGV[
RTQITCOU, CPF NQECViQP UMiNNU. 5QOG RNCEGU iPXGUV NiVVNG iP VJCV CTGC, GXGP VJQWIJ
CiTRQTV ECDU CPF RWDNiE VTCPUiV OC[ DG VJG HiTUV GPEQWPVGT RQiPVU VJCV XiUiVQTU JCXG
YiVJ C FGUViPCViQP CPF ECP DG ETiViECN VQ VQWTiUV UCViUHCEViQP.
5RGEiHiE CVVTCEViQPU ECP CNUQ ETGCVG CPF OCPCIG XiUiVQT GZRGTiGPEGU. *CXCPC
CNWD /WUGWO QH 4WO, C TGPQXCVGF GiIJVGGPVJ-EGPVWT[ EQNQPiCN JQWUG, iP
VJG JiUVQTiE FiUVTiEV QH 1NF *CDCPC iORNGOGPVU UQOG QH VJG GZRGTiGPViCN
OCTMGViPI RTiPEiRNGU iPENWFiPI C OWNG-FTiXGP ECPG OiNN UJQY CPF VCUViPI iP VJG
EQWTV[CTF,
history and real-time experience of rum-making process appealing to senses. A bar
HQT TWO VCUViPI, NQECN HQQF, NQECN NiXG

OWUiE, CPF C OGOQTCDiNiC UVQTG HQT
TWO CPF EiICT iU QHHGTGF VQ GPJCPEG VJG
GZRGTi- GPEG. &GUViPCViQPU UJQWNF HiPF C
FGNiECVG DCNCPEG DGVYGGP FGUiIPiPI QT
OCPCIiPI GZRGTiGPEGU CPF MGGRiPI VJG
CWVJGPViEiV[ QH VJG GZRGTiGPEG.
CQETGCViQP QH &GuViPCViQP
EZRGTiGPEG CPF 5QEiCN
/GFiC
&GXGNQROGPVU iP PGY OGFiC JCXG VTCPU-
HQTOGF VJG TGNCViQPUJiR VJCV iPFiXiF-
WCNU JCXG YiVJ VJGiT UQEiCN PGVYQTM
CPF VQWTiUV FGUViPCViQPU. 8iUiVQTU PQY
iPVGTCEV YiVJ FiHHGTGPV GNGOGPVU QH
Boulder City, Nevada, offers zip FGUViPCViQPU CPF VQWTiUO UWRRNiGTU CPF
line tours that cover just over a EQETGCVG VJGiT QYP GZRGTiGPEGU.
mile and a half of the canyon. &GUiIPiPI GZRGTiGPEGU
Courtesy of Las Vegas News iP VQWTiUO UJQWNF RC[ CVVGPViQP VQ iPVGTCEViXiV[, iPVGTCEViQPU DGVYGGP VQWTiUVU CPF
Bureau. RJ[UiECN GNGOGPVU QH FGUViPCViQP, iPVGTCEViQPU YiVJ UQEiCN GNGOGPVU QH FGUViPCViQP
(QVJGT VQWTiUVU, NQECNU, GORNQ[GGU, CPF UQEiCN PGVYQTMU), CPF iPVGTCEViQPU
YiVJ UQEiCN OGFiC. 6JG UQEiCN RNCVHQTOU JCXG DGEQOG CP iPVGITCN RCTV DGHQTG
VJG VTiR (EQETGCViPI), FWTiPI VJG VTiR (UJCTiPI GZRGTiGPEGU TGCN-ViOG), CPF CHVGT
VJG VTiR iP VJG HQTO QH UVQT[VGNNiPI CPF JGNRiPI QVJGTU EQETGCVG VJGiT QYP
GZRGTiGPEG.76 # 2014 CJCUG /CTTiQVV 4GYCTFU UWTXG[ TGXGCNU VJCV PGCTN[ CNN
OiNNGPPiCN VTCXGNGTU RQUV QP UQEiCN PGVYQTMU CPF UJCTG GZRGTiGPEGU YiVJ HTiGPFU
YJiNG VTCXGNiPI.
&/1U CPF VQWTiUO RTQXiFGTU ECP ETGCVG iPVGTCEViXG RNCVHQTOU HQT
VTCXGNGTU VQ HCEiNiVCVG VJG RTQEGUU. 6JCiNCPF (&/1 9GD UiVG) HQEWUGU QP VTCXGNGT-
IGPGTCVGF UVQTiGU CPF QHHGTU C RNCVHQTO, p4GCN EZRGTiGPEGU” HQT EQETGCViQP,
YJiEJ iPENWFGU GZEiViPI VTCXGN UVQTiGU, iPUiFGT VTCXGN ViRU, CPF VTCXGN XiFGQU CPF
RJQVQU VJCV UJQY- ECUG VJG OCP[ GZEiViPI CEViXiViGU, HGUViXCNU, CPF FGUViPCViQPU iP
6JCiNCPF. 77
LixG-LiMG-C-LQECN EZRGTiGPEG
;QWPIGT IGPGTCViQPU YCPV CP CWVJGPViE CPF pNiXG-NiMG-C-NQECN” FGUViPCViQP
GZRGTi- GPEG. pLiMG-C-NQECN” UiVG iU CP QTICPi\CViQP VJCV GPCDNGU XiUiVQTU VQ VCUVG CPF
GZRGTi- GPEG VJG NQECN EWNVWTG CPF FGUViPCViQP NiMG C NQECN. #NN MiPFU QH iPVGTCEViXG
YQTMUJQRU UWEJ CU ICUVTQPQO[, CTV, RCiPViPI, CPF FCPEiPI CTG QHHGTGF D[ NQECN
GZRGTVU. (QT GZCORNG, XiUiVQTU VQ +UVCPDWN ECP CTTCPIG C HiXG-JQWT ICUVTQPQOiE
YCNMiPI VQWT D[ C NQECN IWiFG DGIiPPiPI QP VJG EWTQRGCP UiFG QH +UVCPDWN CPF
GPFiPI QP VJG #UiCP UiFG. 1PG ECP CNUQ CTTCPIG DiE[ENG QT YCNMiPI VQWTU iP
$CTEGNQPC, ICUVTQPQOiE VQWTU iP 2CTiU, QT JiUVQTiECN EiV[ VQWTU iP 2TCIWG.78
6JG 9iVJNQECNU EQPPGEVU XiUiVQTU YiVJ NQECNU VJTQWIJ HQQF CPF GZRGTiGPEGU iP
#UiCP EQWPVTiGU. 8iUiVQTU ECP EQPVCEV NQECN IWiFGU HQT EWUVQOi\GF VQWTU, VCUVG
VJG NQECN EWNVWTG D[ FiPiPI YiVJ C HCOiN[ iP VJGiT JQOG, CPF RCTViEiRCVG iP
CEViXiViGU CPF YQTMUJQRU NGF D[ NQECNU. (QT GZCORNG, VJG[ ECP VT[ /Wi 6JCi
DQZiPI, FTiXG C 6WM 6WM, QT JCXG C V[RiECN 6JCi FiPPGT iP C NQECNoU JQOG.79
6JG CCPCFiCP 6QWTiUO CQOOiUUiQP (C6C) TGEGPVN[ NCWPEJGF VJG
EZRNQTG CCPCFC LiMG C LQECN (ECL#L) 9GD UiVG CPF OQDiNG FGXiEG CRR VQ
HCEiNiVCVG VTCXGN TGUGCTEJ HQT RGQRNG VTCXGNiPI iP QT RNCPPiPI C VTiR VQ CCPCFC CPF
VQ EQPPGEV NQECNU CPF VTCXGNGTU.80
CQWEJUWTHiPI iU PQV jWUV CDQWV HWTPiVWTG. +V iU CP QPNiPG EWNVWTCN
GZEJCPIG EQOOWPiV[ CPF CNVGTPCViXG VTCXGN RNCVHQTO HQT VTCXGNGTU VQ UVC[ YiVJ
NQECNU iPUVGCF QH CV JQVGNU. 6QFC[, CQWEJUWTHiPI JCU QXGT 3 OiNNiQP OGODGTU iP
OQTG VJCP 200 EQWPVTiGU CPF HCEiNiVCVGU VGPU QH VJQWUCPFU QH HCEG-VQ-HCEG
GPEQWPVGTU CETQUU VJG YQTNF GCEJ YGGM. /GODGTU CTQWPF VJG INQDG NQECVG VTCXGN
CEEQOOQFCViQP YJiNG VTCXGNiPI D[ UVC[iPI iP VJG JQOGU QH QVJGT OGODGTU
CPF QTICPi\iPI ICVJGTiPIU YiVJ HGNNQY OGODGTU. /GODGTU CNUQ WUG VJG
EQOOWPiV[ VQ GZEJCPIG iPHQTOC- ViQP, CFXiEG, UVQTiGU, CPF EWNVWTG.
CQWEJUWTHiPI QHHGTU pNiXG-NiMG-NQECN” GZRGTiGPEG DGECWUG OGODGTU ECP CNUQ jQiP
NQECN ITQWRU VJCV RNCP UQEiCN CEViXiViGU NiMG JCRR[ JQWTU, ECORiPI VTiRU, CPF
QVJGT
ICVJGTiPIU.81
■■■ 1TICPi\iPI CPF /CPCIiPI

Tourism Marketing
0CViQPCN 6QwTiuO 1TICPi\CViQPu
CQWPVTiGU CPF UVCVGU WUWCNN[ JCXG IQXGTPOGPV QT SWCUi-IQXGTPOGPV CIGPEiGU VJCV
OCTMGV FGUViPCViQP VQWTiUO. 1P VJG PCViQPCN NGXGN, VJGUG CTG TGHGTTGF VQ CU 061U.
#P 061 JCU VYQ OCTMGViPI VCUMU: (1) 6JG 061 ECP HQTOWNCVG CPF FGXGNQR
VJG VQWTiUV RTQFWEV QT RTQFWEVU QH VJG FGUViPCViQP CPF (2) iV ECP RTQOQVG VJGO iP
CRRTQ- RTiCVG OCTMGVU. +V ECP DCUG iVU CRRTQCEJ VQ FGXGNQROGPV CPF RTQOQViQP QP
OCTMGV TGUGCTEJ CPF VJWU CEJiGXG C ENQUG OCVEJ DGVYGGP VJG RTQFWEVU CPF VJG
OCTMGVU.
+P FQiPI VJiU, VJG VQWTiUV QTICPi\CViQP iU CEViPI QP DGJCNH QH VJG YJQNG FGUViPCViQP
CPF iU EQORNGOGPVCT[ VQ VJG FGXGNQROGPV CPF RTQOQViQP CEViXiViGU QH iPFiXiFWCN
VQWTiUV RTQXiFGTU. 6JG 7.5. 6TCXGN #UUQEiCViQP iU VJG PCViQPCN, PQPRTQHiV QTICPi\C-
ViQP YJQUG OiUUiQP iU VQ iPETGCUG VTCXGN VQ CPF YiVJiP VJG 7PiVGF 5VCVGU. +V
JCU OQTG VJCP 1,300 OGODGT QTICPi\CViQPU TGRTGUGPViPI CNN EQORQPGPVU QH VJG
VTCXGN iPFWUVT[ UWEJ CU FGUViPCViQPU, VTCXGN UGTXiEG RTQXiFGTU, CPF VTCXGN
CUUQEiCViQPU. 6JG CUUQEiCViQP GPICIGU iP NQDD[iPI GHHQTVU VQ HWTVJGT RTQOQVG 6&6
CPF NGCFU PCViQPCN RTQOQViQP CiOGF CV iPVGTPCViQPCN VTCXGNGTU UWEJ CU $TCPF
75#. 82 $TCPF 75# RTQFWEGU VJG QHHiEiCN 7.5. 6&6 9GD UiVG,
YYY.&iUEQXGT#OGTiEC.EQO.
6JG 061 iU TGURQPUiDNG HQT VJG HQNNQYiPI HWPEViQPU:
• (NQY QH TGUGCTEJ FCVC. 6JG 061 EQQTFiPCVGU VQWTiUO TGUGCTEJ HQT VJG CTGC.
+PHQTOCViQP QP QTiIiP QH XiUiVQTU, NGPIVJ QH UVC[, V[RG QH CEEQOOQFCViQP WUGF,
CPF GZRGPFiVWTGU QP FiHHGTGPV VQWTiUO RTQFWEVU CTG EQNNGEVGF CPF
FiUUGOiPCVGF VQ OGODGTU QH VJG QTICPi\CViQP. 6JiU iPHQTOCViQP JGNRU VJG
061 GXCNWCVG VTGPFU CPF FGXGNQR OCTMGViPI UVTCVGIiGU. +V CNUQ RTQXiFGU
XCNWCDNG iPHQTOCViQP VQ JQURiVCNiV[ CPF VTCXGN DWUiPGUUGU.
• 4GRTGUGPVCViQP iP OCTMGVU. 6JG 061 QHVGP JCU QHHiEGU iP OCjQT OCTMGVU. 6JGUG
RTQOQVG VJG EQWPVT[ YiVJiP VJG OCTMGV. 6JG RTQOQViQP EQOGU iP VJG HQTO
QH CFXGTViUiPI YiVJ TGURQPUG OGEJCPiUOU, UWEJ CU CFXGTViUGOGPVU iP VTCXGN
OCI- C\iPGU HGCVWTiPI C VQNN-HTGG PWODGT VQ ECNN HQT CFFiViQPCN iPHQTOCViQP.
4GURQP- FGPVU TGEGiXG C VQWT OCPWCN. 6JG QHHiEGU CPUYGT SWGUViQPU HTQO
RTQURGEViXG XiUiVQTU CPF HCEiNiVCVG VJG FGXGNQROGPV QH FiUVTiDWViQP NiPMCIGU.
6JG[ CNUQ UGTXG CU iORQTVCPV UQWTEGU QH iPHQTOCViQP CDQWV VTGPFU iP VJG
OCTMGV.
• 1TICPi\CViQP QH YQTMUJQRU CPF VTCFG UJQYU. 6JG 061 HCEiNiVCVGU VJG
iPVGT- CEViQP QH VQWTiUO YiVJ OGODGTU QH VJG FiUVTiDWViQP EJCPPGNU, UWEJ CU
VTCXGN CIGPVU CPF YJQNGUCNGTU. +P CFFiViQP VQ FGXGNQRiPI YQTMUJQRU, VJG
061 RWT- EJCUGU URCEG CV OCjQT VTCXGN UJQYU CPF iPXiVGU VTCXGN iPFWUVT[
OGODGTU VQ RCTViEiRCVG iP VJG DQQVJ, D[ GiVJGT FiURNC[iPI OCVGTiCN QT
JCXiPI C RJ[UiECN RTGUGPEG. 6JiU UCXGU VJG OGODGT VJG EQUV QH RWTEJCUiPI CP
Familiarization trip (Fam iPFiXiFWCN DQQVJ.
trip). A trip where travel agents
or others who can send business • (COiNiCTi\CViQP VTiRU ((CO VTiRU). 6JG 061 FGXGNQRU HCOiNiCTi\CViQP VTiRu
to a tourist destination attraction, HQT MG[ OGODGTU QH VJG FiUVTiDWViQP EJCPPGN CPF VTCXGN YTiVGTU. # HCO
cruise, or hotel are invited to visit VTiR iU C NQY-EQUV QT PQ-EQUV VTiR URQPUQTGF D[ C VTCXGN FGUViPCViQP
at a low cost or no cost. iPENWFiPI JQVGNU, ETWiUG NiPGU, CPF TGUQTVU HQT VTCXGN CIGPVU QT QVJGTU YJQ
ECP UGPF DWUiPGUU VQ VJG VTCXGN FGUViPCViQP.
• 2CTViEiRCViQP iP LQiPV OCTMGViPI UEJGOGU. 5QOG 061U RTQXiFG
EQQRGTCViXG CFXGTViUiPI UWRRQTV VQ JGNR OGODGTU RTQOQVG VQ UGNGEVGF
OCTMGVU. 6JG $TiViUJ 6QWTiUV #WVJQTiV[, HQT GZCORNG, JGNRU UWRRQTV $TiViUJ
#iTYC[U CFXGTViUiPI iP VJG 7PiVGF 5VCVGU. +V iU JQRGF VJGUG CFXGTViUGOGPVU
YiNN FGXGNQR CFFiViQPCN VQWTiUVU HQT $TiVCiP, VJWU JGNRiPI VJG $TiViUJ
JQURiVCNiV[ CPF VTCXGN iPFWUVT[.
• 5WRRQTV HQT PGY QT UOCNN DWUiPGUUGU. 061U OC[ RTQXiFG UWRRQTV HQT PGY RTQF-
WEVU CPF UOCNN DWUiPGUUGU VJCV CTG iORQTVCPV VQ VJG QXGTCNN VQWTiUO QH VJG
CTGC. (QT GZCORNG, TWTCN VQWTiUO, TGIiQPCN HGUViXCNU, CPF DGF CPF DTGCMHCUV
($&$) CEEQOOQFCViQPU CTG QHVGP RTQOQVGF D[ 061U.
• JQPUWOGT CUUiUVCPEG CPF RTQVGEViQP. 061U CUUiUV VJG EQPUWOGT D[ RTQXiFiPI
RTQFWEV iPHQTOCViQP.
(QT GZCORNG, iP UQOG
EQWPVTiGU VJGTG CTG
ENCUUiHiECViQP
UEJGOGU HQT NQFIiPI CEEQOOQFCViQPU. 6JGUG CTG FGUiIPGF VQ GFWECVG VTCXGNGTU

EQPEGTPiPI V[RGU QH CXCiNCDNG NQFIiPI. 5QOGViOGU 061U iPHNWGPEG VJG FGUiIP
QH NQFIiPI DTQEJWTGU CPF OGPWU CRRTQRTiCVG HQT C RCTViEWNCT OCTMGV UGIOGPV.
• )GPGTCN GFWECViQP. 061U EQPFWEV EQPHGTGPEGU CPF EQWTUGU VQ GFWECVG VTCXGN
iPFWUVT[ RTQXiFGTU HTQO VJGiT PCViQP VQ WPFGTUVCPF VJG PGGFU QH
HQTGiIP OCTMGVU.
LiMG QVJGT QTICPi\CViQPU, 061U OWUV FGXGNQR C OiUUiQP UVCVGOGPV, IQCNU, CPF
C UVTCVGI[. 6JG WPFGTN[iPI QDjGEViXG QH PCViQPCN UVTCVGI[ HQTOWNCViQP iU VQ
VTCPU- NCVG EWTTGPV EQPFiViQPU iP VJG TGIiQP iPVQ FGUiTGF UiVWCViQPU. (QT GZCORNG, C
HGFGTCN IQXGTPOGPV YiVJ VJG IQCN QH iPETGCUiPI VJG GEQPQOiE DGPGHiVU QH
VQWTiUO VQ C URGEiHiE UWDTGIiQP OC[ UGNGEV C UVTCVGI[ VQ iPETGCUG XiUiVCViQP VQ VJCV
CTGC. # EQWPVT[ VJCV iU JiIJN[ FGRGPFGPV QP QPG URGEiHiE IGQITCRJiE OCTMGV HQT
iVU FGOCPF OC[ CFQRV C UVTCVGI[ QH FiXGTUiHiECViQP. (QT GZCORNG, /GZiEQ, MPQYP
HQT iVU UWP CPF UGC FGUViPCViQPU, JCU FGXGNQRGF JiUVQTiECN UiVGU VQ CVVTCEV C FiHHGTGPV
UGIOGPV QH VQWTiUVU. &GUViPCViQPU OCTMGVGTU YJQ CTG CDNG VQ iPHNWGPEG UiVG UGNGEViQP
QH ITQWRU UWEJ
CU CUUQEiCViQPU ECP GZRGEV iPXCNWCDNG XiUiVQTUo iPEQOG HQT VJG EQOOWPiV[. 6Q
JCXG C EJCPEG QH DGiPI UGNGEVGF CU C OGGViPI UiVG, C FGUViPCViQP OWUV DG
iPENWFGF iP VJG iPiViCN FGEiUiQP RTQEGUU. CCTGHWN UVWF[ CPF TGUGCTEJ iU PGGFGF QH
VJQUG TGURQP- UiDNG HQT UiVG UGNGEViQP. 4GUGCTEJ QH VCTIGVGF CUUQEiCViQPU CPF
WPFGTUVCPFiPI YJQ VJG TGCN FGEiUiQP OCMGTU CTG YiVJiP VJG RTQXiFGPEG QH VJG UiVG
UGNGEViQP EQOOiVVGG iU PGGFGF.83
4GIiQPCN 6QwTiuV 1TICPi\CViQPu: 5VCVG #uuQEiCViQPu

CPF CQPxGPViQP CPF 6QwTiuV $wTGCwu
/CP[ UVCVG QT RTQXiPEGU JCXG VJGiT QYP VQWTiUV QTICPi\CViQPU. 3WGGPUNCPF
iP #WUVTCNiC JCU ETGCVGF 6QWTiUO 3WGGPUNCPF, UVCVWVQT[ CWVJQTiV[ QH VJG
3WGGPUNCPF IQXGTPOGPV. 5VCVG VQWTiUV QTICPi\CViQPU (561U) RGTHQTO OCP[ QH VJG
UCOG HWPEViQPU QH CP 061, QPN[ QP C TGIiQPCN NGXGN. 6JG[ CNUQ YQTM YiVJ VJG 061U,
VQ QDVCiP HWPFU CPF GHHGEViXGN[ GORNQ[ TGUQWTEGU iP VJGiT CTGC. 6QWTiUO
3WGGPUNCPF, YQTMiPI YiVJ QVJGT VQWTiUO QTICPi\CViQPU, JCU FGXGNQRGF C 10-[GCT
UVTCVGIiE RNCP HQT VJG UVCVG.84 0GY ;QTM 5VCVGoU 561 FGXGNQRGF VJG + LQXG 0GY ;QTM
ECORCiIP. LiMG OCP[ 561U,
0GY ;QTM FiXiFGF VJG UVCVG iPVQ TGIiQPU VJCV JCXG C EQOOQP VJGOG HQT VQWTiUVU.
(QT GZCORNG, UQOG QH VJG PCOGU QH VJG TGIiQPU CTG 0GY ;QTM CiV[, 6JG CCVUMiNNU,
)TGCVGT 0iCICTC, CPF VJG 6JQWUCPF-+UNCPFU-5GCYC[ 4GIiQP.85 6JG QYPGTU CPF
OCPCIGTU QH JQURiVCNiV[ QTICPi\CViQPU UWEJ CU C JQVGNU, TGUVCWTCPVU, QT
CVVTCEViQPU VJCV GPViEG VQWTiUVU UJQWNF YQTM YiVJ 561U VQ UGG JQY VJG[ ECP
RTQOQVG VJGiT DWUiPGUUGU.
Destination marketing CiV[, EQWPV[, QT CTGC EQPXGPViQP CPF XiUiVQTUo DWTGCWU (C8$) RTQOQVG VQWTiUO
organization (DMO). A QP VJG NQECN NGXGN. $GECWUG VJG[ RTQOQVG C URGEiHiE FGUViPCViQP, VJG[ CTG
group that promotes a specific QHVGP TGHGTTGF CU C FGuViPCViQP OCTMGViPI QTICPi\CViQP (&/1). # OCjQT HQEWU QH
destination. Often a local CVB &/1U iU VQ DTiPI OGGViPIU CPF EQPXGPViQPU VQ VJG NQECN EQPXGPViQP HCEiNiViGU CPF
serves as the DMO. JQVGNU YiVJ OGGViPI URCEG. 6JG EQPXGPViQP HCEiNiViGU CTG QHVGP QYPGF D[ VJG NQECN
IQXGTPOGPV CPF UQOGViOGU DWiNV MPQYiPI VJG[ YQWNF PQV OCMG OQPG[ QHH VJG
TGPVCN QH VJG HCEiNiV[. 6JG FQNNCTU VJG VQWTiUVU DTiPI VQ VJG EiV[ CPF VJG UCNGU VCZGU
CPF JQVGN QEEW- RCPE[ VCZGU YQWNF EQXGT VJG NQUU QP VJG EQPXGPViQP EGPVGT.
5QOGViOGU VJG &/1 CPF VJG EQPXGPViQP EGPVGT OCPCIGOGPV CTG VYQ UGRCTCVG
QTICPi\CViQPU, YJiEJ ECNNU HQT ENQUG EQOOWPiECViQP DGVYGGP VJG VYQ QTICPi\
CViQPU.
*QVGNU, TGUVCWTCPVU YiVJ DCPSWGV URCEG, CPF TGUVCWTCPVU PGCT EQPXGPViQP
JQVGNU UJQWNF YQTM ENQUGN[ YiVJ VJGiT C8$ VQ OCMG UWTG VJG[ IGV VJGiT HCiT
UJCTG QH VJG EQPXGPViQP DWUiPGUU. 6JG NQECN JQVGN CUUQEiCViQP CPF TGUVCWTCPV
CUUQEiCViQP WUWCNN[ JCXG DQCTF RQUiViQPU QP VJG C8$oU DQCTF VQ OCMG UWTG VJGiT
iPVGTGUVU CTG TGRTGUGPVGF. 86
C8$U QHVGP YQTM YiVJ CiTNiPGU UGTXiPI VJGiT CTGC CPF ETGCVG VTCXGN
OiUUiQPU VQ XiUiV OCTMGVU, FQOGUViE CPF iPVGTPCViQPCN, VJCV TGRTGUGPV
QRRQTVWPiViGU HQT CNN VQWTiUV iPFWUVT[ OGODGTU YiVJiP C FGUViPCViQP VQ YQTM
VQIGVJGT. LCTIG GPVGTRTiUGU UWEJ CU C UMi TGUQTV QT C NCTIG CVVTCEViQP UWEJ CU VJG
$iNVOQTG JQWUG iP #UJGXiNNG, 0QTVJ CCTQNiPC, OC[ RTQXiFG C DQQVJ YiVJ
TGRTGUGPVCViXGU, YJGTGCU UOCNN OGODGTU UWEJ CU C $&$ OC[ DG CDNG VQ QPN[
RTQXiFG DTQEJWTGU CPF UWRRQTV VJG URQPUQTiPI VQWTiUV RTQOQViQP QTICPi\CViQPU.
■■■ C*#26E4 4E8+E9

I. Globalization of the Tourist Industry. The world has B. Attractions
become a global community. Regions such as Eastern 1. UNESCO World Heritage Sites
Europe and countries such as China and India are 2. Waterfront attractions
rap- idly developing. They are now generators of 3. Casinos as attractions
tourists as well as destinations for tourists. 4. Indian gaming
II. Marketing Tourism Destinations 5. Stopover tourism. Many visitor destinations are
A. Tourism destination in fact only stopover destinations for travelers
1. Destinations are places with some form of on their way elsewhere.
actual or perceived boundary. C. Destination life cycle: Rejuvenating a destination
2. Macrodestinations such as the United States Destinations will experience a life cycle similar to
contain thousands of microdestinations, the product life cycle and eventually go into decline
including regions, states, cities, towns, and or the destruction stage.
visitor destinations within a town. IV. Segmenting and Monitoring the Tourist Market. Tourism
B. Destination marketing system Destination market- planners must consider how many tourists are
ing is systematically linking supply (destination fea- desired and which segments to attract. Travel
tures and benefits) with demand (needs and wants motivations, nationality, generational markets such as
of travelers) and enhancing competitiveness of a millennials, and lifestyles are effective segmentation
destination in a sustainable manner. base used by destinations.
C. Destination competitiveness A. Agritourism. Agriculture-based tourism that
1. Travel and Tourism Competitiveness Index includes farms, ranches, and wineries. It provides
(TTCI) It aims to measure the factors and poli- rural areas with a means to attract tourists.
cies that make it attractive to develop the T&T B. Space tourism. As private companies provide
sector in different countries. Each country or vehi- cles to send tourists into space, this form of
economy is ranked on a set of indexes. tourism will develop. In the near term, it will just
2. Price competitiveness Price competitiveness be for the very rich.
has a particular importance for tourist destina- C. Multiday hiking and religious pilgrimages.
tions because lower costs increase the attrac- D. Medical tourism. It is one of the fastest-growing
tiveness of some countries for many travelers. and most lucrative tourism markets. Tourists spend
D. Sustainable tourism It refers to tourism that min- a large amount on medical treatment, stay in top
imizes the environmental impacts and socio- hotels, and often travel around the country after
cultural changes, sustains the longevity of a their surgery. The aging baby boomers and the
destination, and creates economic opportunity for growing cost of health care will ensure the growth
local communities. of medical tourism in the future.
1. Economic effects of tourism They are direct E. Genealogical tourism.
employment in hospitality and tourism F. Identifying target markets.
industries, support for other industries, 1. Collect information about its current visitors
multiplier effect, tax revenue, and exports 2. Audit the destination’s attractions and select
of locally made products. segments that might logically have an interest
2. Social/cultural effects of tourism Tourism in them
growth affects the social/cultural basis of G. Classification of visitor segments
destinations in both positive and negative 1. Group-inclusive tour (GIT)
ways. 2. Independent traveler (IT; formerly FIT)
3. Environmental effects of tourism Too often, H. Monitoring the tourist markets. Tourist markets are
tourism planners focus mostly on tour- dynamic and a marketing information system is
ism development without paying attention part of any well-run tourist organization.
to retaining and preserving the destination V. Communicating with the Tourist Market
attributes. A. Competition for visitors requires image making.
III.Tourism Development and Investments Tourist destinations largely compete on images
A. Tourism events and attractions held by current and potential travelers.
1. Events that attract a desired market and har- B. Branding destinations. Branding opportunities for
moniously fit with a community’s culture destinations exist at geographical levels such as
can provide beneficial results, particularly if country, city, and town (umbrella and sub-brands);
the event regularly reoccurs over a period of specific attractions such as museums and theme
years. parks; events such as mega-events and festivals;
2. Attractions may be natural, such as Niagara and lifestyle travel packages.
Falls or the Scottish Highlands or a beach. C. Destination tourism slogans. Slogans are consid-
They can also be manufactured, such as the ered an essential element to build brand aware-
shopping areas of Buckingham Palace, Hong ness and image at country, state, and city levels.
Kong, the Vatican, or a casino resort.
D. Effectiveness of advertising/promotion. In today’s

F. Creating and managing visitor experiences.
digital age, savvy DMOs are tapping social and
Attractions alone do not attract visitors. Most
mobile networks, smartphones and tablets, GPS
places seek to deepen the travel experience by
apps, e-commerce, and booking engines to eco-
providing greater value and making the experience
nomically reach consumers 24/7, and globally.
more significant and rewarding.
Their Web sites can now interactively deploy video,
1. Cocreation of destination experience and
text, audio, booking systems, photos, and real-time
social media
comments from customers.
2. Live-Like-a-Local experience
E. Developing packages of attractions and amenities.
An effective way of communicating with potential VI. Organizing and Managing Tourism Marketing. Making
travelers is by offering packages. Tourist organiza- a destination tourist friendly is the task of a central
tions must develop a package of attractions and tourist agency, which may be public, quasi-public,
amenities. nonprofit, or private. These agencies are referred to as
national tourist organizations (NTOs), STOs, CVBs, or
destination management organizations.
■■■ &+5C755+10 37E56+105

1. How does a tourism destination determine what to pro-
mote and to whom it should be promoted? 4. When thinking of a destination or experience (such
2. What benefits and costs does tourism bring to your as cruise destinations), consumers may not be aware
area? of all the information offered by tourism board. What
do you think are the top sources of information that
3. Choose one of the psychological determinants of can attract customers to a destination?
demand listed in Table 17–3 and describe a tourism
product that is based on the determinant you have 5. Choose a visitor experience in a destination. Discuss
chosen. how you can make it a memorable experience for
visitors.
■■■ E:2E4+E06+#L E:E4C+5E

Do the following:
1. Choose an event (festival, concert, play, etc.) in your promoted and the benefits it brings to the community.
area that draws tourists. Look into how the event is Is this event effectively promoted? If yes, why? If no,
how could it be improved?
■■■ +06E40E6 E:E4C+5E

1. Find two different sites of tourism marketing organiza-
tions, national, state, or CVB. Evaluate how effective 2. Visit Destination Marketing Association International
you feel these Web sites are in promoting the destina- (DMAI) homepage, http://www.destinationmarketing
tion. Explain your answer. .org. What are the benefits for a DMO for becoming a
member of the association?
■■■ 4E(E4E0CE5
1 “MGTO Registers over 2, 300 Participants in
Workshops,” Macau Daily Times, December 28, 2015, 2 “Understanding Tourism: Basic Glossary,” http://
http://macaudailytimes.com.mo/tourism-mgto-regis- media. un wto. org/ en / content/
ters-over-2300-participants-in-workshops.html; DICJ, unders ta nding- tourism-basic- glossary 2015
2016, http://www.dicj.gov.mo; DSEC, 2016, http:// (accessed August 5); “International
www.dsec.gov.mo; K. Leong, “Make It a Difference,” Recommendations for Tourism Statistics 2008: 10,”
Macau Business Daily, http://macaubusinessdaily. from http://unstats.un.org/unsd/
com/Economy/Make-it-difference; Macao Tourism publication/SeriesM/seriesm_83rev1e.pdf.
Industry Net, 2016, 3 Tourism Highlights 2015, UNWTO (August 2015): 2.
http://industry.macautourism.gov. mo/en/index.php;
4 Amanda Machado, “How Millennials Are Changing
Macao Government Tourism Office, “About Us,”
Travel,” The Atlantic, June 18, 2014, http://www
2016, http://en.macaotourism.gov.mo/
.theatlantic.com/international/print/2014/06/how-
main/aboutus.php; The World Bank, “GDP per
millennials-are-changing-international-travel/373007/.
capita (current US$),” 2016,
http://data.worldbank.org/ 5 Robert Govers and Frank Go, Place Branding: Gocal,
indicator/NY.GDP.PCAP.CD. Virtual and Physical Identities, Constructed, Imagined
and Experienced (New York: Palgrave Macmillan,

Economic, Social and Environmental Challenges,”
2009).
Cornell Hotel and Restaurant Administration Quarterly,
6 Seyhmus Baloglu and Mehmet Mangaloglu, “Tourism 42, no. 1 (2001): 46.
Destinations Images of Turkey, Egypt, Greece, and
22 David Bruce Weaver, “Eco-Tourism as Mass Tourism:
Italy as Perceived by US-Based Tour Operators and
Contradiction or Reality?” Cornell Hotel and Restaurant
Travel Agents,” Tourism Management, 22, no. 1, 1–9.
Administration Quarterly, 42, no. 2 (2001): 112.
7 See vacations.united.com.
23 “Game on - Mega-event infrastructure opportunities,”
8 Kozak and Seyhmus Baloglu, Managing and Marketing April 2011, from https://www.pwc.com/en_GX/gx/
Tourist Destinations: Strategies to Gain a Competitive capital-projects-infrastructure/pdf/Mega-Events_with_
Advantage ( New York, NY: Routledge, 2011), Abadie_Change.pdf.
111–129.
24 “Tourism Ministry to Undertake $34 Million ‘Clean
9 Geoffrey. I Crouch and J. R. Brent Ritchie, “Conceptual Coasts Project,’” Jamaica Observer, June 27, 2014,
and theoretical perspectives,” in Competitiveness and http://www.jama icaobserver.com/news/Tourism-
Tourism, Vol. 1. Geoffrey. I Crouch and J. R. Brent ministry-to-undertake—34-million—Clean-Coasts-
Ritchie (Eds.) (Northampton, MA: An Elgar Research Project-_17024117.
Collection, 2012), 75.
25 Jeffrey Ball, “The Carbon Neutral Vacation,” Wall
10 Geoffrey. I Crouch and J . R. Brent Ritchie, Street Journal (July 28–29, 2007): P1, P4, P5.
“Introduction,” in Competitiveness and Tourism,
26 Ma Aiping, Si Lina, and Zhang Hongfei, “ The
Vol. 1. eds. Geoffrey. I Crouch and J. R. Brent
Evolution of Cultural Tourism: The Example of Qufu,
Ritchie (Northampton, MA: An Elgar Research
the Birthplace of Confucius,” in Tourism in China:
Collection, 2012), pp. xii–xx.
Destination, Cultures and Communities, eds. Chris
11 “U.S. Consumer Online Travel Spending Surpasses Ryan and Gu Huimin (New York: Routledge, 2009),
$100 Billion for First Time in 2012,” February pp. 187–196.
20, 20 13, http://www.comscore.com/Insights/
27 Donald Getz, “Event Tourism: Deﬁnition, Evolution,
Pres s-Releas es/201 3/2/U.S.-Consu mer- Onli ne-
and Research,” Progress in Tourism Management, 29
Travel-Spending-Surpasses-100-Billion-for-First-
(2008): 403–428.
Time-in-2012.
28 Lisa Wirthman, “What to Expect at the 2015 Consumer
12 Peter Forsyth and Larry Dwyer, “Tourism Price
Electronics Show,” November 19, 2014, http://www
Competitiveness,” in Competitiveness and Tourism,
.forbes.com/sites/lasvegas/2014/11/19 /what-to-
Vol. 2. eds. Geoffrey. I Crouch and J. R. Brent
expect-at-the-2015-consumer-electronics-show/.
Ritchie (Northampton, MA: An Elgar Research
Collection, 2012), p. 78. 29 James R. Hagerty, “Loaves and Fish: Piscine Gluttony
in Pennsylvania,” Wall Street Journal (June 16–17,
13 See www.economist.com/content/big-mac-index.
2007): A1, A2.
14 Salah S. Hass an, “ D ete rmi nants of Ma rket
30 h t t p : / / w w w . b a r d . o r g / a b o u t / h i s t o r y . h
Competitiveness in an Environmentally Sustainable
tml#
Tourism Industry,” Journal of Travel Research, 38,
.VE1BBvl4pKU (accessed August 9, 2015); “Economic
no. 3 (2000): 244.
Impact of The Utah Shakespeare Festival,” January
15 Andrew W. Savitz, Triple Bottom Line (San Francisco, 4, 2012, from http://www.le.utah.gov/interim/2012/
CA: Jossey-Bass, 2006). pdf/00003264.pdf.
16 Terry Jicinsky and Seyhmus Baloglu, “Las Vegas—A 31 Martin A. O’Neill and Adrian Palmer, “Wine Production
Diversified Destination,” in Metin Kozak and Seyhmus and Tourism: Adding Service to a Perfect Partnership,”
Baloglu, Managing and Marketing Tourist Destinations: Cornell Hotel and Restaurant Administration Quarterly,
Strategies to Gain a Competitive Advantage (New York, 45, no. 3 (2004): 271.
NY: Routledge, 2011), 155.
32 Ibid.
17 Hawkes, Ethan and Kwortnik, Robert J. Jr, “Connecting
33 Juergen Gnoth and Syed Aziz Anwar, “New Zealand
with the Culture: A Case Study in Sustainable
Bets on Event Tourism,” Cornell Hotel and Restaurant
Tourism,” Cornell Hotel and Restaurant Administration
Administration Quarterly, 41, no. 4 (2000): 80.
Quarterly, 47, no. 4 (2006): 369–381.
34 Eliza Ching-Yick Tse and Suk-Ching Ho, “Targeting
18 Sergei Khrushckev, Tony L. Henthorne, and Michael
Sports Team s,” Cornell Hotel & Restaurant
S. Latour, “Cuba at the Crossroads,” Cornell Hospitality
Administrative Quarterly (February 2006): 49–59.
Quarterly (November 2007): 402–414.
35 Susan Wargin, “Update,” www.9news.com (accessed
19 Ibid.
July 10, 2011).
20 Hugo Martin, “Utah’s Wave Is a Rock Star Without a
36 “An Earful of Cheer, Disney Does Marathons the Only
Crowd,” The Denver Post (January 6, 2008): 1T, 6T.
Way It Knows How,” Hemispheres Magazine.com
21 Rex S. Toh, Habibullah Kahn, and Karen Kim, (May 2011).
“Singapore Tourist Industry: How Its Strengths Offset
37 World Heritage Centre, World Heritage List, http://whc
.unesco.org/en/list/ (accessed August 11, 2015).

Managing Hospitality and Tourism Marketing: Destination Marketing Next Year's Marketing Plan

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Managing Hospitality and Tourism Marketing: Destination Marketing Next Year's Marketing Plan

Uploaded by

Copyright:

Available Formats

Managing

After reading this chapter,

Destination Marketing marketing system.

■■■ 6JG )NQDCNi\CViQP QH VJG 6QwTiuV +PFwuVT[

Paris, “the City of Lights,”

Rank Country Arrivals in Millions Rank Receipts in U.S. $ Billions

1 France 83.0 3 53.6

GOGTIGF VQ DGPGHiV HTQO VQWTiUO FGXGNQROGPV.

Destinations. Places with

6JG FGUiTG VQ DGEQOG C TGEQIPi\GF FGUViPCViQP RTGUGPVU C FiHHiEWNV

&GuViPCViQP /CTMGViPI 5[uVGO

Supply: destination Demand: travelers

Destination performance and Benchmarking metrics

The responsibility for marketing destinations and delivering a memorable experi-

6TCxGN CPF 6QwTiuO CQORGViVixGPGuu +PFGZ

Travel and tourism competitiveness index

Subindex A: Subindex B: Subindex C:

Policy rules and regulations Air transport infrastructure Human resource

Safety and security Tourism infrastructure Natural resources

Health and hygiene ICT infrastructure Cultural resources

Prioritization of travel and Price competitiveness in

6CDNG 17–2 UJQYU VJG QXGTCNN TCPMiPI QH VJG 10 EQWPVTiGUtTGIiQPCN CPF

PRICE COMPETITIVENESS 2TiEG EQORGViViXGPGUU JCU C RCTViEWNCT iORQTVCPEG

Subindex A: Subindex B: Business Subindex C: T&T

Switzerland 1 1 5.94 5.42 5.63

QH VJG TGUQWTEGU. (TQO C OCTMGViPI UVCPF-

EEQPQOiE EHHGEVu QH 6QwTiuO

5QEiCN/CwNVwTCN EHHGEVu QH 6QwTiuO

&GUViPCViQPU OC[ PQV YGNEQOG VQWTiUVU WPiHQTON[. &WG

MODIFIED ENVIRONMENTS: ECOTOURISM

CARBON-NEUTRAL VACATIONS #U VJG PWODGT QH EQPEGTPU CDQWV INQDCN YCTO-

Results (lbs of CO2)

■■■ 6QwTiuO &GxGNQROGPV CPF +PxGuVOGPVu

&GUViPCViQPU OWUV OCMG OQTG VJCP HiPCPEiCN QT JQURiVCNiV[ iPXGUVOGPVU

6QwTiuO ExGPVu CPF #VVTCEViQPu

5 Part IV Managing Hospitality and Tourism

EXGPVU OC[ DG QHHGTGF D[ PGCTN[ GXGT[ EQOOWPiV[ TGICTFNGUU QH Ui\G.

SUSTAINABLE EVENT MARKETING EXGPVU VJCV CVVTCEV C FGUiTGF OCTMGV CPF

• EXGPV OWUV CVVTCEV C OiPiOWO PWODGT QH XiUiVQTU.

SPORTS EVENTS /CP[ EQOOWPiViGU XiGY URQTVU GXGPVU CU CVVTCEViXG YC[U VQ

Sydney, Australia’s Darling

The Diyarbakir Fortress, Turkey

TGGH C OiNG QHHUJQTG HQT UEWDC FiXGTU. 6JG

CASINOS AS ATTRACTIONS 5VCVGU CPF OWPiEiRCNi-

INDIAN GAMING )CODNiPI (NGICNi\GF ICODNiPI, OQUVN[ ECUiPQU) QP 227 #OGTiECP

STOPOVER TOURISM /CP[ XiUiVQT FGUViPCViQPU CTG iP HCEV QPN[ UVQRQXGT

CTGCU UWEJ CU LGYiUXiNNG, 6GZCU, PQTVJ

&GuViPCViQP .iHG C[ENG:

6JG RWUJ–RWNN OQFGN EQPUiFGTU DQVJ FGUViPCViQP-URGEiHiE EJCTCEVGTiUViEU CPF

iPXQNXGF iP VJG EQ-ETGCViQP QH VJG VQWTiUVoU GZRGTiGPEG. 6JG TGUiFGPV CNUQ

/wNViFC[ *iMiPI CPF 4GNiIiQwu 2iNITiOCIGu

UWRRQTVGF D[ VQWTiUO QTICPi\CViQPU VJTQWIJQWV VJG YQTNF CU VJG[ FiURGTUG

IGPGCNQIiECN VQWTiUVU. 5EQVNCPF TGHQEWUGF QP IGPGCNQI[ VQWTiUO CHVGT

+FGPViH[iPI 6CTIGV /CTMGVu

9JCVGXGT VQWTiUV UGIOGPV C FGUViPCViQP UGGMU, iV PGGFU VQ DG XGT[ URGEiHiE.

CNCuuiHiECViQP QH 8iuiVQT 5GIOGPVu

/QPiVQTiPI VJG 6QwTiuV /CTMGVu

6JG 5VGCODQCV 5RTiPIU, CQNQTCFQ, CJCODGT 4GUQTV #UUQEiCViQP, CPF QVJGT

(iTuV-6iOG 8GTuwu 4GRGCV 8iuiVQTu

5JQTV-*CwN 8GTuwu LQPI-*CwN 6QwTiuVu

■■■ CQOOwPiECViPI YiVJ VJG 6QwTiuV /CTMGV

&GuViPCViQP 6QwTiuO 5NQICPu

&GxGNQRiPI 2CEMCIGu QH #VVTCEViQPu CPF #OGPiViGu

5JQTV-CwN 8GTuwu LQPI-CwN 6QwTiuVu