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Chechelashvili Maia, Doctor of Economics (PhD), Professor of Georgian Technical University
Malania Elizabeth, Doctor of Economics (PhD), Professor of Georgian Technical University
Berikashvili Lia, Doctor of Economics (PhD), Professor of Georgian Technical University E-mail: [email protected]
DESTINATION MARKETING AS A MODERN APROACH TO THE MANAGEMENT OF THE TOURIST REGION
Abstract. A new approach to the management of the tourist region - the marketing of a destination is being considered. The marketing approach assumes that the product that needs to be formed in accordance with the needs and expectations of potential "consumers" - tourists. The destination must be promoted, and its development - managed. The article presents the main objectives of marketing, defining the structure of both a product and a product, which are the stages of strategic marketing planning in the formation and development of a destination.
Keywords: tourism, destination, tourist region, destination marketing.
UNWTO identifies tourist destinations as a cen- tinations should be engaged in marketing with the tral element in the process of forming and delivering same efforts as enterprises are engaged in marketing tourist products [1]. The main element of the tourist their goods and services.
system is the territory that attracts a tourist, where he Tourist destinations marketing can be defined as makes his trip and where he spends a certain time - a a management process in which destination and busi-tourist destination (according to the UNWTO defi- ness management bodies determine target groups nition). Tourist destination as a complex phenom- of tourists (current and potential). In addition, they enon includes tourist attractions, tourist infrastruc- establish communication with them in order to find ture, related services. out and influence their desires, needs, motivation,
One of the results of the active development of preferences, and relations that are associated with tourism in the world is an increasing number of des- the adoption of numerous travel decisions; as well tinations accessible to tourists, with an ever smaller as form and adapt the tourist product in accordance individuality of individual vacation spots, increas- with the needs of tourists and to achieve their maxi-ing competition between tourist centers. In the face mum satisfaction.
of global competition, when tourist destinations The UNWTO data show that in order to attract become easily replaceable, destination authorities one foreign tourist, which provides an average of are included in the real battle for the attention and 1.000 euros to the country's economy, governments resources of tourists [1-3]. In the foreign practice spend from 3 to 10 euros on non-commercial ad-of tourism management, it was understood that des- vertising of the tourist product. In accordance with
this, the average amount of budget funds allocated in European countries for the promotion of a tourist product is 31.7 million euros [4].
A widely spread worldwide marketing approach to destination management has not been adequately reflected in the practice of Georgian tourism. In Georgia, tourism resources are often advertised, rather than creating an integral unique tourist product, target groups are not allocated among potential tourists, destination brands are not formed.
Although the share of Georgia today in world tourism development is minimal, according to UN-WTO forecasts, the potential of our country allows, with an appropriate level of marketing activity and tourism infrastructure, to receive up to 12-15 million foreign tourists per year and receive significant foreign exchange earnings [3]. Georgian territories need to learn to create unique popular tourist products, properly allocate their segments of tourists and focus on meeting their needs, create brands as a basis for promoting a destination.
Destination marketing is a particular part of a wider area management concept - territorial marketing. Territorial marketing is marketing in the interests of the territory, its internal subjects, and also external subjects whose territory is interested in the attention and actions of which. It is carried out with the aim of creating, maintaining or changing the opinions, intentions and behavior of residents and non-residents in the person of individuals and companies regarding the given territory [6]. The founder of the territorial marketing concept, Philip Kotler, states that territorial marketing is successful when the main target audiences - residents and business, are satisfied with their region, and when the region meets the expectations and needs of visitors and investors [2]. This is a philosophy of territory management, which contributes to its socio-economic development by meeting the needs of individuals and economic actors in resources for the purpose ofliving and / or conducting activities in the territory without reference to a specific level of territorial education (region, country, city) [5].
Before the concept of territorial marketing and destination marketing appeared as its part, the "sale" of territories was the dominant form of regional promotion. However, destination marketing is a much more complex activity in contrast to the "sale" of territories, which in general terms represents the use of various types of advertising. Tourist destination marketing is part of the overall concept of territory development and works towards integrated sustainable socio-economic development.
Destination marketing is aimed at achieving a set of goals:
• Strategic analysis of the resources and policies of the territory to determine the potential and role of tourism in shaping the overall sustainable development of the region, including the possible economic impact of tourism, social, environmental, etc;
• Analysis of the tourist resources of the territory, analysis of the state and expectations of the main actors of the destination marketing - government, business, local residents;
• Identification of the most attractive segments of the tourist market for the territory, analysis of their needs, expectations, motivation;
• Development of a comprehensive destination product that meets the expectations of target segments of tourists;
• Creation of new and improvement of existing tourist attractions of the destination;
• Development and implementation of a destination promotion complex;
• Formation and management of the brand and image of the destination;
• Formation and maintenance of a strategic partnership of government, business and local residents for the successful development of a destination;
• Increasing the attractiveness of investments and implementation of investment projects in the field of tourism and hospitality in the destination area.
The basis of a marketing approach to managing a destination is to consider a tourist destination as a product. The territory where the tourist travels and spends a certain time is a key element of the tourist system. The territory, the visit of which is the goal of the tourist is the destination. However, not in itself the territory as a physical place attracts a tourist. Tourists are attracted by what is in this area. Destinations are an integrated, integrated product.
As a product, the destination consists of several key blocks:
• Attractions of the destination - something that directly attracts tourists (natural attractions, cultural, historical, etc.);
• Tourism industry - infrastructure. The traditional view of the destination as an exclusively geographical area (country, city, island) is now superseded by an approach based on consumer perceptions based on the purpose of travel, cultural environment, past experience, etc. For example, London is a tourist destination for German businessmen, Europe - for Chinese tourists who come to plunge into another culture. For some tourists, the destination (as the purpose of travel and destination) may become a specific sanatorium, a hotel complex. On the other hand, there are destinations that are separated by administrative boundaries, but are perceived and consumed by tourists as part of a single product (for example, the Alps). However, in any case, the destination has a specific territorial link, in most cases it coincides with administrative and political boundaries, but this is not necessary;
• A product in tourism is a sensation that a tourist gets through consuming a combination of products and services. For a tourist, a destination is a single set of all components of its products and services, as well as associated expectations and sensations. The tourist perceives the destination holistically. As
a complex product, the destination includes
[3]:
• Attractions (natural and cultural, natural and artificially created, special events);
• Infrastructure (accommodation, catering, shops and other tourist services);
• Availability - (transport, economic, visa, etc.);
• Events, activities (all activities that a tourist can do during his stay in a destination);
• Ancillary services (banks, telecommunications, health care, law enforcement, etc.);
• Available packages - a decorated package of destination offers, purchased through marketing intermediaries - tour operators, travel agents, airline companies, etc.
Most destinations can be classified as city destinations, beach destinations, alpine destinations, village tourism, exotic destinations, eco-tourism, etc.
It is important to understand that the aggregate of tourist resources is not yet a tourist product of a destination. The product should represent a finished complex, attractive for the target segment of tourists. All elements of the product must comply with the current state of tourist demand. It is fundamentally important that the composition of the main tourist product in its quality and quantity be sufficient to attract tourists.
Destination product consists of 3 levels:
1. The main product is why a tourist visits a destination and what a destination can offer him. At the heart of tourism, as at the heart of any product, is the satisfaction of certain people's needs. For tourism, these are the requirements for relaxation, self-expression, gaining knowledge, stress relief, etc. The destination offers the tourist a number of attractions that can satisfy these needs,
2. Associated product - that which provides consumption of the main product, but has no independent value for the tourist. These elements include the tourist infrastructure: accommodation system, power supply system, transport,
3. An additional product is something that is not created specifically for tourists, but is consumed by them, since for some time they become part of the territory (street lighting, security system, banks, etc.). The tourist perceives the destination as a whole, so even such elements become an integrated part of the product and, with inadequate quality, can destroy even a product with a high-class and attractive main product.
The marketing approach to the destination involves the development of an integrated product of the destination, which will be presented to the tourist as a whole. All elements of a destination product must match. All product levels must match each other and the needs of the target segment. With a multi-segment approach, when the destination has several fundamentally different in their motives, requirements and expectations of tourist segments, it is necessary to develop a product for each of them.
By analogy with goods and services, there are 2 levels in the destination product - the product by design and the product in real performance. The basis of any tourist product is the need to meet a specific need, the so-called intention, that is, its focus on solving a specific need. For a destination, it is not the representation of tourist resources that matters, but the benefits to the tourist. An example of the main product of a destination is the possibility of self-testing and self-realization through extreme sports; recuperation and rest from the city bustle in the beauty of pure nature, etc.
f the concept of a destination product appears as its semantic content side, then its form is determined by the product in real performance - it is a certain set of attractions that allow you to realize the concept, that is, to satisfy a certain tourist need - beaches, ski slopes, museums, architecture, sanatoriums, etc. It is important to take into account that the mountains themselves are not an attraction for skiing enthusiasts, appropriate ski slopes are necessary.
As you can see, the destination is not just a collection of tourist resources. A destination is a product
that, for the success of its implementation, should represent a single, interconnected complex that can meet the needs of tourists. The basis of destination marketing is the formation and development of a sought-after competitive product of a destination.
The main mistake in the process of development and promotion of a tourist destination (destination marketing), especially in Georgian practice, is that this process is not systemic, but is a set of unrelated activities implemented by various actors (government, business) in the absence of interaction. In this case, it is as if potential tourists are independently offered to create a single product and destination image based on tourist resources and fragmentary information. Destinations should do what organizations have been doing for many years - strategic marketing planning. Strategic marketing planning involves the development of a route to achieve long-term goals, taking into account the demands of the market and resources of the territory. It is necessary to develop a plan that will link the goals and resources of the destination with the changing capabilities of the surrounding market and social environment. Through strategic marketing planning, it is determined what tourist resources the destination has, what kind of tourist product can and should be developed based on them, who this product is aimed at, how it will be promoted, what resources are needed for this.
It is necessary to distinguish the marketing strategy of the destination (marketing plan) and the overall strategy for the development of tourism in the region. Marketing is only part of a larger tourism development activity, which includes infrastructure development, optimization of legislation, distribution of financial flows, attraction of investments, etc. The marketing strategy determines who are potential tourists, what product and with what characteristics will be most in demand with them, There is a destination for the development of this product, how the product will be promoted.
Destination is one of the most difficult objects for management and marketing, since it is a complex set
of relations between internal participants and foreign markets [8]. The complexity is also associated with the diversity of participants (public sector, various types and directions of business) of creating and selling a tourist product of the territory. The strategic interests of the participants (local residents, government, business) may be fundamentally different. "Consumers" (potential and real tourists) perceive the destination entirely as a single set of resources, products, services, people. Destination marketing strategy should integrate the interests of "consumers" and other participants in the process of producing a destination product - for tourists, for local residents, entrepreneurs, investors, tour operators.
Strategic marketing planning within a range of tasks and constraints.
First, traditional strategic marketing is designed exclusively for corporate planning. He sets himself all the tasks. Destinations - a conglomeration of attractions, enterprises of the tourism industry, local residents, authorities, each ofwhich has its own individual goals. Often these goals do not have to control all aspects.
Secondly, the product of the organization is a combination of various tourist products and services. Tourists, on the other hand, perceive and evaluate goals, often without demarcating individual goods and services. Strategic planning requires putting in order of multidirectional goods and services into a single interconnected complex.
Thirdly, strategic planning must be related to the fact that the organization must fully control its product. In the field of marketing, the main marketers (tourism management authorities) have control over only a part of the product, the remaining parts of the product are owned and operated by a whole set of various organizations and companies.
Strategic marketing for a destination will be successful subject to a number of positions:
1. The presence of an authority responsible for the process of planning and implementing a marketing destination. For the success of the marketing
strategy implementation, the role and capabilities of this body in the management of marketing initiatives are crucial. The most common European marketing practice is international or tourist organizations -tourism development tips, tourist offices, etc. [4]. However, in close cooperation and with the support (including financial) local tourist industry. This is a permanent organization. Such a public-private partnership is the most effective destination marketing management model. He has official powers and administrative resources. In Georgia, this model has not yet received distribution.
2. Interconnectedness and consistency. Since marketing is aimed at numerous actors - the government, business, local residents, that is, it is crucial to meet the goals of the overall strategic marketing objectives. Marketing goals can be successful. If each participant implements his own strategy, he will not receive a holistic product, will not form a holistic image and will not express the desire to visit it. Mutual understanding and agreement should be reached at the planning level, therefore, when developing a marketing strategy, it is necessary to involve market participants.
3. The product should be developed strictly from the standpoint of attractiveness for the target segment of tourists. It is necessary to exclude the subjective assessment of the resources of participants in the process of marketing planning. The best option is to base the strategy on the results of marketing research of the tourists themselves.
4. Marketing plan, destination strategy should not be a formal official document. This is in the first stage - a working plan of action. For all interested parties, including local residents.
The intensive development of tourism in the world forces us to pay attention to its possibilities and Georgian territories. Tourism, possessing one of the highest rates of multiplication of income and employment in its own and related areas, is a sector that can become a "point of growth" and a basis for sustainable development of the entire
region. When developing tourism in the territory, which needs to look for a target market segment
it is fundamentally important to understand that the mere availability of tourist resources does not make the territory attractive for tourists. Destinations in their formation and development require a marketing approach. A tourist region (destination) is a specific product that needs to be formed,
that needs to be transformed to the needs of "consumers", which needs to be positioned and differentiated from competitors, which needs to create an attractive image. The marketing approach is able to ensure the success of a destination even with the initial minimum amount of tourist resources.
References:
1. Hall M. Tourism planning. Policies, processes and relationships.- Harlow: Pearsons, 2008.- 302 p.
2. Kotler P. Marketing places.- New York: Free press, 1993.- 367 p.
3. Pike S. Destination branding. An integrated marketing communication approach.- Oxford: Elsevier, 2008.- 406 p.
4. Pike S. Destination marketing organizations.- Amsterdam: Elsevi- er, 2004.- 241 p.
5. Weaver D., Lawton L. Tourism management.- Milton Old: Wiley, 2006.- 490 p.
