Unit 3: Destination Management

3.1 Popular Tourist Destinations: Local, National, and International

 Local (Mumbai, India)

 Gateway of India – Iconic waterfront monument.
 Marine Drive – Scenic coastal promenade.
 Chhatrapati Shivaji Maharaj Terminus (CSMT) – UNESCO-listed railway station.
 Elephanta Caves – Ancient rock-cut cave temples.
 Sanjay Gandhi National Park & Kanheri Caves – Urban biodiversity hotspot with Buddhist
caves.
 Colaba Causeway – Bustling shopping street.
 Juhu & Chowpatty Beaches – Popular seaside hangouts.

 National (India-Wide)
 Taj Mahal (Agra) – UNESCO World Heritage Site, a global icon of love.
 Jaipur (Rajasthan) – Pink City with Amer Fort, Hawa Mahal, and City Palace.
 Goa – Famous for beaches, nightlife, and Portuguese heritage.
 Kerala (Backwaters & Munnar) – Known for houseboats, spice plantations, and hill stations.
 Varanasi (Uttar Pradesh) – Sacred city on the Ganges River.
 Ladakh (Jammu & Kashmir) – High-altitude landscapes and Buddhist monasteries.
 Ranthambore National Park (Rajasthan) – Popular for tiger safaris.

 International (Global Hotspots)

 Paris (France) – Eiffel Tower, Louvre, and Seine River cruises.
 London (UK) – Big Ben, Buckingham Palace, and British Museum.
 New York City (USA) – Times Square, Central Park, and Statue of Liberty.
 Dubai (UAE) – Burj Khalifa, Palm Jumeirah, and desert safaris.
 Rome (Italy) – Colosseum, Vatican City, and ancient ruins.
 Bali (Indonesia) – Tropical paradise with beaches and temples.
 Tokyo (Japan) – A mix of ultramodern cityscape and traditional shrines.

3.2 Destination Marketing Strategies

“Destination marketing is about engaging with key players to drive awareness of the destination, thereby
driving interest so that people visit the destination. It is about finding creative ways of communicating
thedestination’s value proposition, therefore creating the reason for people to visit your destination”
(Thulisile, 2019).

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As mentioned in the Pacific Asia Travel Association (PATA), 2020 report “Destination marketing is the
process of communicating with potential visitors to influence their destination preference, intention to travel
and ultimately their final destination and product choices. Destination marketing is a major part of the
‘Implementation’ process. It is the articulation and communication of the values, vision, and competitive
attributes of the destination. The actions implemented in the destination marketing phase should be
underpinned by the findings of the ‘Destination Planning’, process and the subsequent ‘Destination
Development’ activities”.

PATA’s perspectives on destination marketing involve several features that are linked with major attributes
of tourism, which consist of:
a. Identifying appropriate visitor market that fits the profile of the destination;
b. Strategic destination plan;
c. Accomplishing brand leadership;
d. Engage and involve tourism stakeholders to establish key marketing activities designed by the
destination marketing organisations;
e. Destination promotion and advertising activities;
f. Strategize, design, and enable sales and distribution channels;
g. Development of corporate marketing programs to encourage leading stakeholders;
h. Innovate marketing plans through cutting-edge marketing platforms such as advanced technologies;
i. Establish destination brand campaign, which is conducive to all stakeholders, including the
destination community to encourage sustainable tourism development.

Strategies of destination marketing vary from one destination to another. However, there are several standard
measures and strategies undertaken by the Destination Marketing Organisation in order to promote and
market tourism both nationally and internationally. After proper research in the existing and potential market,
the Destination Management Organizations' (DMOs) responsibility is to strategise appropriate marketing
and promotion strategies to build their respective destination to drive tourist traffic. A few commonly used
marketing tools are mentioned below:

 Websites: Updated and user-friendly websites are indeed the first and foremost step to strategise
destination marketing. A website with appealing features such as varied information about the
destination, pictures, videos, appropriate descriptions, travel-related information, various approved
travel companies, itineraries, unique features of destinations, and natural and cultural resources will
definitely attract tourists. It is also to ensure that the website is trustworthy, contact information
provided on the website, instant chats, etc. need to be responded to well in order to increase trust. It
is important to remember that a well-designed and informed website is the key to the promotion and
marketing of a destination.

 Building the Contents with Appealing Visuals: Although there are effective websites that consist of
all major information on websites and other electronic and printed media destination visuals and
high-quality video with themes are important to consider. Tourism is characterized by an intangible
and non-material product. Therefore, high-quality pictures and videos are the means of
communication to convince potential consumers.

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  Collaborative Partnership with Stakeholders: Tourism products or services are a combination of
several services and products. This is packaged as one for selling to potential tourists. Effective
marketing consists of strategic packaging of all services with equal quality. It is important to network
with suppliers in order to ensure that the package combinations are perfectly blended and meet the
needs of the target market.

 Enable Online Services: The most important transformation of tourism marketing was due to the
invention of technology and its application in tourism and service marketing. Website, blogs, user-
generated content, reservation tools, Online Travel Agencies, smart booking tools, and AR and VR
technologies influence the industry to a significant level of transformation in the area of tourism
marketing and promotions. More than 40% of tours are booked online due to the significant
intervention of technology in tourism. It is important to ensure that our local products and services
are enabled online and customers can book it at any time anywhere in the world. This will facilitate
the availability of products and services outside the local areas for tourist consumption.

 Engage social media: The intervention of technologies in the tourism industry is fully acknowledged
by the stakeholders. A large majority of tourists agree that social media is an important tool for
vacation inspiration. Current tourists are heavy users of social media, statistically there are 52%
Facebook users, 38% Instagram users and overall, 75% of tourists use social media. Therefore, social
media is an important platform for tourism marketing.

 Marketing Campaign: Design and develop various events to promote the destination both within
and outside the countries. For example, a Campaign can be online or several real events such as travel
fairs, etc can be organised. Active engagement with target market through such campaign will boost
the visibility of the destination.

 Customer Experience as a Key: Service quality varies from one service to another. Therefore, the
designing of tourism products must be about promoting quality. What is offered must be delivered
and must meet the customer's expectations. Also, if the offered services go beyond the expected
experience of the tourists, it will lead to repeat visits and word-of-mouth publicity.

3.2.1 Contemporary Marketing Using Social Media as a Tool:

Social media can be a powerful marketing tool if it is managed strategically. Social media pages can
be memorable or totally silent and unknown based on how the platform is exercised to popularise
travel-related products and services. There are several ways to boost social media to garner public
attention and can be used as a powerful marketing tool. Service providers and Destination Marketing
Organisations (DMOs) use innovative strategies through social media for a wide reach to their
potential customers and to increase their market share. Several tourism-related companies are
actively incentivizing users to share information with other networks and apps to increase public
notice. Tourism establishments use social media to increase their brand awareness and overall
exposure in the general public domain.

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3.3 Tourism Trends and Visitor Experience

3.3.1 Tourism trends

Following the current tourism trends in response to increasing consumer actions due to the corona
pandemic is essential. However, most patterns have arisen from more general shifts in customer
behaviour. Below, you can see both general hospitality developments and ways to respond to the
coronavirus pandemic. There are various tourism trends based on more general changes in consumer
behaviour, like the need for healthy and organic food & drinks, sustainability, personalized service,
the rising demand for digitalization, and the use of technology.

(a) Wellness & Retreat Tourism Trends

Few tourism trends are growing as rapidly as wellness and retreat tourism, according to the Wellness
Tourism Market research report by [Link], the global wellness tourism market is expected to reach
$2.3 trillion by the end of 2033. This kind of tourism can be described as being primarily motivated
by self-improvement. It typically involves traveling in a way that contributes positively to a tourist’s
physical and mental health or knowledge and awareness.

Wellness and retreat tourism takes many forms, from visiting meditation retreats or yoga retreats to
staying at health spas or healthy eating retreats. In the past, vacations were often seen as a time to let
go and indulge in food and alcohol, but many modern tourists actively seek trips to escape everyday
temptations.

(b) Solo Travel

Leisure travel was a family affair or something that couples undertook together. While that’s still the
case for many, more and more people are choosing to strike out on their own. Enjoying a solo trip is
no longer so unusual, and tourist trends increasingly reflect this. The needs of solo travelers are
diverse.
Some want to travel without the distraction of a companion. Others are young singles looking for
social activities or to find a partner. Some widowed seniors even use long-term hotel stays
or cruises as a luxurious alternative to conventional elder care. These tourism trends are set to grow
and grow.

(c) Eco-Travel
The concerns and mores of the customer base heavily influence tourism trends. As a new generation
becomes increasingly relevant in the marketplace, the ideals driving their purchasing decisions create
new tourism trends. Eco-travel is just one example of these tourism trends, reflecting a growing
concern among today’s travelers for ethical and sustainable tourism options and is only growing.
According to the Ecotourism Global Market Report 2023 by Research and Markets, the global
ecotourism market is expected to reach $331.62 billion by 2027.

Eco travel includes simple changes, such as the availability of carbon credits when booking a flight
or the option to rent an electric instead of a conventional vehicle. More sophisticated examples might
include tourism with a volunteer element, perhaps working on a nature reserve or engaging in
conservation work.

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(d) Local Experience
Today’s tourists don’t want to be insulated from the places they visit inside a cultural bubble. They
want to engage with and participate in the local culture. From enjoying local cuisine to celebrating
regional festivals and holidays, local experiences are set to become some of the top tourist trends to
watch.

One example of a popular local experience would be visiting Japan during a major festival, renting
formal Japanese clothes to wear, consuming regional delicacies, and engaging in traditional games
or cultural activities. Another might be a long stay with a host family in the destination country to
learn more about the local culture.

(e) Transformative Travel

Transformative travel, or transformational travel, is one of the major tourism trends gaining traction
at the current time and describes trips that are intended to inspire growth and create lasting change in
a person. A strong emphasis is placed on learning, gaining new perspectives, and making lasting
lifestyle changes.

Many transformative travel experiences are organized by companies in the tourism industry and
connect people from different cultures, so they can exchange customs and ideas. This form of travel
is often connected to ideas like religious tourism, ecotourism, and sustainable tourism, but with a
stronger emphasis on self-improvement.

(f) Sleep Tourism Trends

Like wellness and retreat tourism trends, sleep tourism is a rapidly growing area of the tourism
industry. As the name indicates, this kind of tourism places a strong emphasis on sleep. The aim of
sleep tourism is to gain high-quality sleep-in sufficient quantity and return from the trip well-rested
and ready to tackle everyday life.

Again, this kind of tourism can take many different forms. Some sleep tourism destinations focus on
meditation, while others prioritize soundproof rooms, an absence of technology and distractions, or
rooms where light can be fully blocked out. Service providers tend to invest heavily in great beds,
duvets, and pillows.

(g) Personalization

You’re probably familiar with those ads that pop up on social media and certain other websites, ads
related to things you’ve looked at or purchased online. This is just one example of personalization.
As well as marketing tourism more effectively, personalization can apply to every aspect of the
tourist experience.

Today’s consumers expect experiences that closely match their preferences, from destinations to
accommodation and activities they’ll engage in. The more closely an experience can be tailored to a
client’s desires and expectations, the more likely they are to return and use the same service again.

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(h) Indigenous Tourism

Many emerging tourism trends are geared toward making tourism more ethical and less harmful.
Another example is the growth of indigenous tourism, which can be described as tourism experiences
owned and operated by indigenous people. This helps to ensure these people benefit most from the
tourism in their area.

For tourists, indigenous tourism provides exciting opportunities to take on new experiences in a way
that is completely authentic. These experiences could involve staying in traditional accommodations,
eating traditional foods, experiencing life in remote locations, or temporarily living as indigenous
people live.

(i) Healthy and Organic Food

Healthy food and the kind of fare consumed by tourists used to be antonyms in the minds of many
travellers, with holidays traditionally representing a chance to break one’s diet and indulge in
forbidden treats. Today’s travellers know that delicious and nutritious are not exclusive concepts.

Demand for excellent cuisine with a view to better nutrition drives new tourism trends. Modern
tourists want to know that their food is as healthy as delicious. The organic food movement also
affects tourism trends, with more eateries and hotels offering organic options. Other special diets are
also represented.

(j) Nostalgic Travel Options

Tourism trends are also increasingly being impacted by a generalized thirst for nostalgia among the
public, and nostalgic travel options represent a significant opportunity for businesses. Nostalgia can
inform travel decisions in several ways, such as a longing for simpler times and encouraging
travellers to book trips to remote locations.

Alternatively, nostalgia could see travellers focus on domestic trips, particularly on places they
visited when they were younger. Some travellers may also focus on destinations with which they
have a long-established connection, such as through films they have enjoyed, video games they have
played, or music they love.

Nostalgic Travel Type Description Key Features

Guided tours to destinations Visit iconic historical
known for preserving a specific landmarks and museums.
historical era or cultural period. Immerse in the culture and
Retro Destination Tours
Focus on exploring sites, traditions of a bygone era.
architecture, and attractions that Knowledgeable guides
evoke a sense of nostalgia. provide historical insights.
Train journeys using vintage or Ride on restored antique
historic locomotives, offering a trains with period décor.
Heritage Rail Journeys
nostalgic travel experience. Enjoy breath-taking views of
Scenic routes often traverse scenic landscapes.

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 picturesque landscapes, providing Recreate the romance of old-
a blend of history and adventure. fashioned rail travel.
Lodging experiences in historic Stay in carefully restored
hotels, inns, or guesthouses with properties with period
well-preserved architecture. furnishings.
Vintage
Emphasis on recreating the Experience attentive service
Accommodation Stays
ambiance and charm of a bygone reminiscent of the past.
era, enhancing the overall guest Immerse in the atmosphere of
experience. historical elegance.

(k) Safety & Hygiene Tourism Trends

Whether it is airlines, cruises, hotels, restaurants, or bars since the outbreak of COVID, safety, and
hygiene standards have been paramount. With this in mind, several tourism trends are related to this,
such as increased cleaning, socially distanced seating, providing hand gel, and enforcing masks in
some settings.

This is also now a vital part of tourism marketing, with companies needing to clarify their hygiene
and safety policies and measures to keep customers safe. The threat of COVID has meant people are
more reluctant to travel and visit tourism hot spots, so they must be persuaded that it is safe.

(l) Artificial Intelligence

As well as the aforementioned chatbots, artificial intelligence is becoming increasingly important to

the tourism industry. Machine learning technology is now firmly entrenched in the marketing of the
tourism sector, with AI helping to personalize the experience of finding and booking tours and trips.

AI is also increasingly valuable in contexts such as smart hotel rooms, identifying the likely needs of
guests and fine-tuning the environment and services to fit the guest’s needs and preferences. Artificial
intelligence is finding applications everywhere, from customer service to security. Future AI tourism
trends to watch out for might include self-driving vehicles and virtual guides for tourism.

(m) Robots, Chatbots, and Automation

One of the more eye-catching examples of these particular tourism trends is Connie, the Hilton Hotel
chain’s robot concierge. Other hotels have also got in on the robot-staff trend, installing interactive
robots to handle certain reception duties or even having them serve food and drink to visitors.

However, this kind of novelty application is far from the only one. Many customers now book their
travel and accommodation with the help of internet chatbots, specifically tailored AI, which can
handle queries and assist customers with useful information when human operators are unavailable.

(n) Internet of Things (IoT)

IoT is relevant to many tourism trends. IoT devices are gadgets equipped with a microprocessor and
digital connectivity, allowing them to connect to and be controlled from the internet. IoT devices

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 include heating and cooling systems, entertainment systems, and other items often found in a hotel
room, giving rise to “smart” hotel rooms.

The IoT is also used to integrate services in a hospitality setting, for example, by allowing guests to
book activities (a session in the hotel’s spa, swimming in the pool, training in the gym, etc.) or request
such things as room service or extra linen via a hub or a smartphone application.

(o) Recognition Technology

Recognition technology is one of those increasingly important travel and tourism trends that’s
starting to creep into many different areas. One of the most familiar recognition technology
applications for a frequent traveller is the bank of automatic gates at some borders.

The gates can read the data on the traveller’s passport or ID card and match it to their face using a
camera and facial recognition technology. Recognition technology is one of the big tourism trends in
the hospitality industry, with voice recognition becoming increasingly popular as a method of control
in smart hotel rooms.

(p) Voice Search & Voice Control

With home smart speakers growing in popularity and mobile assistants like Siri, Google Assistant,
and Bixby, more tourism customers are turning to voice search. For those in the tourism industry, it
is important to capture these guests by structuring website content properly so it appears in voice
search and allows for voice bookings.

Tourist information is a key part of the customer experience with many companies, and voice control
and AI can be invaluable here. Moreover, hotel rooms can include smart speakers or other IoT devices
that are compatible with voice control, allowing users to more easily turn devices on and off or change
settings within their rooms.

(q) Growth of Contactless Payments

Contactless payments have been a staple in technology in tourism for some time now. Still, the
emergence of options like Google Pay and Apple Pay has helped take this to the next level, meaning
customers do not need to carry around a debit card or credit card to pay for meals, hotel stays,
transport, and other services.

Allowing contactless payments has enabled tourism companies to reduce friction and improve the
speed of check-ins and check-outs. It also means goods can be paid for swiftly, encouraging
spontaneous purchases. With the coronavirus, contactless payments are in greater demand than ever,
as staff and customers often prefer to avoid handling cash.

(r) Customer Experience 2.0

Of course, the customer experience has always been central to the tourist industry. With new
technologies and an ever-broadening array of tourist options, enhancing the customer experience has
never been more vital. In the final analysis, customer experience will make or break your business.

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 Fine-tuning the experience can make the difference between creating a loyal repeat customer who
boosts your business via word of mouth and one who drops out at the booking stage. Everything from
the web interface where your clients book their trips to the last day of their journey must be as
enjoyable as possible.

(s) Virtual Reality Tourism Trends

Virtual reality is another major tourism trend disrupting the industry, and capitalizing on the
technology can give you an edge over rivals who have not yet adopted it. Through online VR tours,
customers can experience hotel interiors, restaurant interiors, outdoor tourist attractions, and more
from their homes
.
Crucially, they can do this at the decision-making phase of the customer journey. This can be the
difference between customers completing a booking or backing out. VR is especially useful after
COVID-19, where customers may need extra encouragement to press ahead with their plans.

Most modern VR tours are web-based and can be viewed through any mainstream web browser. The
quality of the VR tour and the extent of immersion can then be improved further through VR headsets.

(t) Augmented Reality (AR)

Where VR simulates entire environments and experiences, augmented reality combines real-world
experiences and virtual elements. A familiar example would be the smartphone game Pokémon Go,
where imaginary creatures are superimposed on real-time footage of the player’s environment. In the
tourist industry, this is very useful: instead of fantasy monsters.

AR smartphone apps can show tourists information about the area they’re exploring. This could be
historical details about buildings and landmarks or listings and menus for entertainment venues and
local eateries. Museums use AR increasingly, allowing visitors to view artifacts with their original
appearance as a virtual overlay. Other augmented reality applications might include internet-enabled
virtual maps.

(u) Virtual Reality & Metaverse Travel

Virtual reality and metaverse travel are among the most important tourism trends the industry is
trying to capitalize on. Virtual reality technology allows for the recreation of real-world environments
within a digital setting, which allows customers to gain a sense of what a location is like before
booking.

The metaverse takes this to the next level by allowing social interactions within this digital
environment. This means bookings can be made while still exploring, and customers can
communicate with travel agents or other potential travellers.

(v) Bleisure Travel

Bleisure travel combines elements of business and leisure and is one of the major tourism trends
companies need to understand to optimize revenue. Essentially, these travelers are traveling
for business purposes but enjoying leisure time while on the trip or extending their trip to enjoy the
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 location away from work contexts. The increase in bleisure travellers is boosting travel demand and
these customers may require business and leisure-related services or facilities.

(w) Immersive Cultural Stays

Immersive cultural stays are visits to destinations for the purpose of understanding and experiencing
authentic local culture. It may involve participating in local traditions or engaging with local
residents’ way of life. A growing number of people view travel as a tool for personal development
and spiritual enrichment. These people tend to avoid classic tourism hotspots and travel instead to
places that have unique cultural features.

Travel companies are constantly analyzing the latest tourism trends and responding to demand. The
growing interest in immersive cultural stays provides an opportunity for these businesses to create
travel packages that provide what many tourists are now seeking: unique accommodation, authentic
experiences and opportunities to interact with locals.

Examples of immersive cultural experiences can range from staying with indigenous people, to
simple homestays in a location where people live differently. Opportunities for tourists to engage
with local customs, traditions, music, art and food are all going to be popular with the travellers who
want to immerse themselves in a new culture.

(x) Set-Jetting

Set-jetting is a play on the term “jet-setting” and describes travel to locations where movies or TV
shows were filmed. This can include visits to places of natural beauty, or to specific streets, shops,
attractions or buildings. The concept of set-jetting is quickly becoming one of the key tourism trends,
as people flock to visit places they have seen on their screens. This can vastly boost the tourism
industry in these locations. Some of the biggest examples of set-jetting tourism trends include visits
to locations where The Lord of the Rings movies were filmed, or travel to locations seen in Game of
Thrones or its spin-off, House of the Dragon. The TV show Emily in Paris has also helped to turn
some lesser-known locations in the city into tourism hotspots.

As set-jetting continues to grow, it will become increasingly lucrative for locations to try to attract
television and movie studios. The follow-up tourism can potentially create new jobs and bring more
money into the economy.

(y) Celebratory Travel

Celebratory travel describes travel for the purposes of marking a special occasion. Tourists may travel
to celebrate a birthday, anniversary, new job, engagement, upcoming wedding, retirement or
graduation. For those in the tourism industry, celebratory travel is important because it can attract
visitors at all times of the year. Travel for the purpose of celebrating an event also often results in
large groups traveling at once. Celebratory travel has become one of the most significant tourism
trends to be aware of in the wake of the COVID-19 pandemic. As the world has opened back up,
many people are keen to find absolutely any excuse to travel. Tourism companies can capitalize on
celebratory travel by providing specific packages. For instance, Valentine’s Day is ideal for putting
together a couple’s package that includes a larger room, some complimentary champagne and a meal.

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 Similarly, bachelor and bachelorette parties can be enticed to a location through value-focused group
packages.

3.3.2 Visitor Experience

With the changes in the consumption model that have occurred since globalization, when consumers
could have access to any product of any place, the need of the consumer turned to the satisfaction of
novelties that stimulate your senses and feelings. Today, products and services awaken unique
emotions and make sense. Because of this new configuration, experience-based service, which
provides pleasure that will remain in the memory, causing the client to develop an emotional
connection with the service and so the company differentiates itself from competition in the eyes of
the consumer. Tourism itself is an inherently experiential activity because the individual leaves his
usual place to live in the space of others, different from his routine. However, the way this destination
is presented to the traveller traditionally leaves a margin of detachment from the local reality. In
traditional tours, in general, three or four which are developed or are prepared for this purpose – some
sometimes come to seem and some are even an artificial environment. The tourist enters the bus from
the hotel and only descends at the place to be visited, without any deeper interaction with the site.
Too few walks in the streets, hear the sounds, smell the smells. The traditional tour, as a rule, aims
to contemplate and register images to post on social networks and pass by stores of standardized
souvenirs. If we look at the restaurants usually used by tourists, they are disregarded by residents,
because they think they are more expensive or more “chics” than restaurants commonly used by
locals.

Tourism experience is a niche market that presents a new form of tourism, where there is real
interaction with space visited, even if it is not ideal, is the real one and is what the tourist is search.
This tourist practice is related to the aspirations of man modern, more and more connected and in
search of experiences that make sense. It is a way to reach the consumer more emotionally, by means
of experiences that are usually organized for that purpose. The idea is to stimulate experiences and
engagement in local communities that generate significant and memorable learning. This form of
tourism is already happening in other parts of the world and Portugal with strength, boosting several
businesses of the sector. To take advantage of this niche market, you need to be creative and simple
things. Perhaps the secret of success is in your yard: a vegetable garden cultivated by the family,
from where the tourist can harvest typical products in the to be used in the meal that will be prepared
in the kitchen of the house and shared with the family. This should be an unforgettable experience
and rich in knowledge.

 Concept of the experiences

Today the consumer relationship with the products is fast and temporary. Choices change quickly
and it is difficult to build loyalty. A way of to differentiate is to activate the client’s emotions,
generating positive and consequently a lasting relationship with the company. In order to implant the
concept of experience, one must understand the difference between the traditional tourist and the
tourist who seeks experience. Without tourism experience, the focus is aimed at delivering the
services that provide a consumer experience with activities that stimulate the senses, feelings and
mind. In that it is also important that an experience be holistic and integrated, so that the products
and the service are delivered in the same experiment by activating as many senses and feelings as
possible.

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 To achieve this goal, two aspects must be observed: (a) the fundamentals of tourism experience, and
(b) tools to deliver the tourism experience. The fundamentals are the elements that need to be present
and which are the center of transforming a simple service into a service oriented towards the
experience: sense, feeling, thought, action and identification:

 Sense – experience tourism needs activities that stimulate the five senses (sight, hearing, touch, taste,
smell), here included a sixth sense that it is the synergetic, when all the senses are stimulated and the
experience accesses an emotion that generates shivers or tears;
 Feeling – developing affective activities that appeal to the feelings and emotions of the tourist. This
activity can generate a relationship of caring of the consumer towards the destination;
 Thinking – to offer activities that stimulate creativity and are a novelty for the tourist. Such activities
should free thinking, flexible and original, generating a great learning. They are different from the
activities that generate analytical reflections, when we know something and we tend to act as usual,
giving the same answers and missing the opportunity to learn;
 Action – providing physical and interaction experiences between tourists and local residents. This
element is very important to deliver to the tourist an experience that makes sense;
 Identification – focus on activities that stimulate” personal “feelings, reaching the individual
feelings of the tourist, usually are actions that put the tourist in direct contact with the context social
and cultural destination.

For experiential tourism to happen, we do not limit ourselves to using only one of the elements. It is
interesting to use a set of elements that enhance the experience and intensify the involvement with
the destination.

As for tools, they are the means by which we can generate experience for the tourist, being thus
classified:
 Communication – generate an internal communication line – at the destination – and external – for
the tourist, which encourages people to look at the with experience-oriented sensitivity, reflecting for
the tourist all the intensity of the emotions that he will live with his service. Sites, manuals, folders
and events are platforms for exercising communication;
 Visual identity – use local iconography to generate elements on such as trademarks, logos and
utilities, capable of passing feeling, feeling and generating identification;
 Association – to establish partnerships that can provide various elements of experience, providing
the tourist with a holistic and holistic experience;
 Electronic media – besides being a tool capable of generating interactivity through gamification and
relevant contents, the tourist can visit the site, even at a distance, and have contact with the elements
such as music and landscape;
 People – are the highlight in the experience, because they have the stories that provide the interaction,
giving the feeling of hospitality and welcome. They need to be well-trained and aligned with the
concept of experience to offer this to the customer;
 Locations – may or may not be sights of the city, landscapes, spaces that refer to the culture and tell
a local history. Are care and work to generate experience;
 Artifacts – are all the utensils and their uses that help build a genuine experience of the place.

Organizing events is a way of integrating all these elements, have good results in terms of tourist
flow.
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3.4 Managing Tourist Behaviour and Expectations

Travelling choices of people depend upon their motivations for undertaking travel. For example, a
psychocentric person will not prefer to take risk while travelling and would love to confine to those places
which are comparatively safe and more familiar to him as compared to allocentric tourist who would love to
take more adventurous decisions as far as his travel choices are concerned. This difference in travel motivation
can be seen in the tourist visiting for business purpose and the other one visiting as relaxation one. It is
important for the designers of the tourism products to have the understanding of the travel motivation and
what is being expected by the tourist.

It would be easier for them to categorise their customers on the basis of motivations and expectations, thereby
designing the products which have a better match to the requirements of the customers. This strategy will lead
the business to have more of the repeated customers and also results in reducing the cost for the marketing. In
the present global and competitive scenario of business we need to have a strategy which will lead to a satisfied
customer which will act as an agent of word-of-mouth publicity. Once we come to know the reason behind
repeat visitation or destination choice, it will help to promote even those destinations which have potential but
still are not doing up to the mark.

3.4.1 How to managing tourist behaviour and expectations?

Managing tourist behaviour and expectations require communication and education, regulation and
enforcement, community engagement, sustainable tourism practices. These are elaborated below:

 Communication and education:

Pre-visit information: Clearly communicating local customs, dress codes, etiquette, and any potential cultural
sensitivities through travel websites, brochures, and tour operator briefings.

Signage and interpretation: Placing informative signs at key locations explaining local rules, environmental
protection measures, and historical significance of sites.
Guided tours: Employing knowledgeable guides who can provide in-depth cultural insights and address any
concerns.

 Regulation and enforcement:

Codes of conduct: Establishing clear guidelines for appropriate behaviour, including respecting local
residents, wildlife, and heritage sites.
Monitoring and penalties: Implementing systems to monitor visitor behaviour and enforce rules with
appropriate sanctions for violations.
Capacity management: Limiting visitor numbers at sensitive locations to prevent overcrowding and
environmental damage.

 Community engagement:
Local involvement: Involving local communities in tourism planning and decision-making to ensure their
needs are considered.
Cultural exchange programs: Facilitating interactions between tourists and locals to promote mutual
understanding and respect.

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  Sustainable tourism practices:
Environmental awareness: Highlighting the importance of minimizing waste, conserving water, and using
eco-friendly transportation options.

Economic benefits distribution: Encouraging tourists to support local businesses and contribute to the local
economy.

3.4.2 What are the challenges in managing tourist behaviour and expectations?
Challenges in managing tourist behaviour and expectations includes the following:

 Varying cultural backgrounds:

Understanding and catering to the diverse expectations and behaviours of tourists from different cultures.

 Misinformation and unrealistic expectations:

Addressing inaccurate portrayals of destinations in media that may lead to unrealistic expectations.

 Over tourism:
Balancing the need for tourism income with the potential negative impacts of large visitor numbers on local
communities and environments.
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Formative Assessment:
Activity/Seminar/Workshop/Class Test/Quiz
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