True/False
Indicate whether the sentence or statement is true or
false.
|
|
|
1.
|
Destination marketing is carried out by private organizations such as the West
Edmonton Mall, and is not generally undertaken by the public sector.
|
|
|
2.
|
Many
definitions of tourism marketing state that consumer satisfaction can only take place within the
framework of environmental and societal responsibility.
|
|
|
3.
|
The
purpose of destination branding is really to reduce substitutability.
|
|
|
4.
|
Research has shown that tourism promotion does an excellent job of persuading
uncommitted vacationers.
|
Multiple Choice
Identify the letter of the choice that best
completes the statement or answers the question.
|
|
|
1.
|
In
order to understand the principles of destination marketing, it is important to understand what the
term “destination” means in the tourism industry. Which of the following
statements best captures the meaning? a. | Destination implies a composite product that can be
packaged and marketed as a packaged bundle. | b. | Destination is purely a geographic concept with political
boundaries, but no private-enterprise elements. | c. | “Destination” and “attraction” are the
same and always include some form of built environment. | d. | Destination consists of prime attractors, built
environment, supporting services, and atmosphere. | | |
|
|
|
2.
|
Destination marketing a. | is limited to the goal of attracting
tourists. | b. | is sometimes aimed
at attracting manufacturing industry, and not just tourists. | c. | requires a solid tax base for the destination being
marketed. | d. | tends to follow
after an attraction is built. | | |
|
|
|
3.
|
Destination Marketing Organizations (DMOs) a. | target both individual travellers, and travel
intermediaries. | b. | include travel associations, but not government
agencies. | c. | remain separate
from Visitor and Convention Bureaus. | d. | All of the above. | | |
|
|
|
4.
|
The
“Tourism Area Life Cycle” (TALC) is analogous to the product life cycle. This
model a. | can be problematic because the life cycle
stage may vary with tourist segment. | b. | is critical to understanding when a destination must inject
new money into rejuvenation. | c. | is very useful in determining when a destination has passed
from consolidation to stagnation. | d. | was instrumental in turning tourism in Newfoundland from
being almost non-existent into a powerhouse for the province’s
economy. | | |
|
|
|
5.
|
Responsible destination marketing a. | involves environmental communication, but not environmental
initiatives. | b. | is the sole
responsibility of national tourism organizations such as Canada’s CTC. | c. | suffers because large amounts of environmental spending
goes into the regulatory struggle rather than improving the environment. | d. | relates to the notion of
truth-in-advertising. | | |
|
|
|
6.
|
It is
important for destinations to continually identify and reassess their target markets
because a. | people change
their households much more frequently now than they did a generation ago. | b. | it is a mistake to assume that current markets represent
all potential markets. | c. | any bank loan application, if one needs money for
expansion, for example, will insist on a current list of target markets and their respective
profitability. | d. | actually, this is
generally a once-every-five-years activity. | | |
|
|
|
7.
|
The
promotional campaigns of most DMOs fall into three main categories: a. | brochures, advertisements, and personal
selling. | b. | newspaper
advertisements and inserts, television advertising, and sales promotions. | c. | strategic campaigns, tactical campaigns, and
precision-focused campaigns. | d. | strategic campaigns, image-building campaigns, and damage
control campaigns. | | |
|
|
|
8.
|
Given
the fact that DMO budgets for marketing are equivalent to an average of 0.5% or less of tourism
expenditure, and that most DMOs influence only about 10% of all prospective
visitors, a. | most DMOs are
pressing hard for increased funding. | b. | most DMOs are closing down, and leaving destination
promotion up to individual operators and companies. | c. | a marketing facilitation strategy, where DMOs partner with
individual operators, is a wise choice. | d. | destination branding is replacing
DMOs. | | |
|
|
|
9.
|
Events
and conferences are worthwhile for various destinations to promote because a. | local governments are anxious to build convention
centers. | b. | all costs for
promoting them are borne by the organization, not the destination. | c. | they can boost occupancy and overall expenditures during
shoulder seasons. | d. | business travellers who are attending a conference will
almost always spend an extra day seeing the local sights. | | |
|
|
|
10.
|
Sport
tourism includes a. | travellers who go
to either play or observe a sport. | b. | travellers visiting an attraction such as a sports hall of
fame. | c. | sport tourism
cruises. | d. | All of the
above. | | |
|
|
|
11.
|
Adventure tourism a. | is one of the fastest-growing tourism segments in
Canada. | b. | is sub-divided
into “participatory”, and “observation”. | c. | does not include trips that cater to
“bobos”. | d. | is ideally suited to Canada, but not to Caribbean islands
such as Barbados. | | |
|
|
|
12.
|
A
tourism destination is a far more complex product than a typical consumer good. Part of the
reason for this is that a. | tourism destinations usually have a high degree of
government involvement. | b. | the manufacturer transports the “product” to the
buyer, but with tourism, the buyer must get to the “product”. | c. | tourism destinations have a relatively short life
cycle. | d. | the visitor and
the local inhabitants both become part of the “attraction”. | | |
|
|
|
13.
|
While
the distinction between a “destination” and an “attraction” is becoming
increasingly difficult to make, a. | it is definitely safe to say that the West Edmonton Mall is
a destination. | b. | if the location in
question has single ownership and a single core product, then it is primarily an
“attraction”. | c. | if it is government-owned, then it is definitely a
destination. | d. | attractions, by
definition, do not provide any accommodation. | | |
|
|
|
14.
|
The
“multiplier effect”, which tourism is well known for, refers to a. | the fact that as one tourism business is successful in a
given destination, other businesses will spring up close by. | b. | the recycling of tourism dollars within the local
economy. | c. | the increase in
number of tourists as a destination enters the growth stage of the product life
cycle. | d. | the fact that as
accommodation facilities are built at a destination, restaurants will be needed, and this multiplies
the employment possibilities. | | |
|
Matching
|
|
|
a. | convention and visitor bureaus
(CVBs) | g. | International Association of Convention &
Visitors Bureaus (IACVB) | b. | destination branding | h. | promotion strategy | c. | destination life cycle | i. | responsible marketing | d. | destination marketing organizations
(DMOs) | j. | sport tourism | e. | destinations | k. | tourism area life cycle (TALC) | f. | facilitation strategy | | | | |
|
|
|
1.
|
places
that have some form of actual or perceived boundary, such as the physical boundary of an island,
political boundaries, or even market-created boundaries
|
|
|
2.
|
government agencies, convention and visitors bureaus, travel associations, and other
bodies that market travel to their respective destination areas
|
|
|
3.
|
regional or city-level organizations responsible for marketing a specific
destination
|
|
|
4.
|
an
organization that provides educational resources and networking opportunities to its members and
distributes information on the CVB industry to the public
|
|
|
5.
|
the
stages a destination goes through, from exploration to involvement to development to consolidation to
stagnation to rejuvenation or decline
|
|
|
6.
|
the
balancing of environmental initiatives and environmental communication in order to achieve
sustainable competitive advantage
|
|
|
7.
|
reaching prospective visitors via expenditure on a promotional mix intended to achieve
destination awareness and influence prospective customers’ attitudes and purchasing
behaviour; a traditional approach to destination marketing
|
|
|
8.
|
creates
marketing bridges between a destination marketing organization and individual operators in the
tourism industry; exercises a facilitative influence over the industry
|
|
|
9.
|
creating a superior proposition that is distinctive from competitors and imparts
meaning above and beyond the functional aspects of the destination
|
|
|
10.
|
travel
away from a person’s primary residence to participate in a sporting activity for recreation or
competition; travel to observe sport at the grass roots or elite level; and travel to visit a sport
attraction
|
|
|
11.
|
also
known as the tourism area life cycle (TALC)
|