Handbook on Marketing Transnational Tourism Themes and Routes

Transcription

1 Handbook on Marketing Transnational Tourism Themes and Routes

2 Copyright 2017, World Tourism Organization (UNWTO) and European Travel Commission (ETC) Cover photo: Copyright Olga Danylenko Handbook on Marketing Transnational Tourism Themes and Routes ISBN UNWTO: printed version: electronic version: ISBN ETC: printed version: electronic version: Published by the World Tourism Organization (UNWTO) and the European Travel Commission (ETC). Printed by the World Tourism Organization, Madrid, Spain. First printing All rights reserved. The designations employed and the presentation of material in this publication do not imply the expression of any opinions whatsoever on the part of the Secretariat of the World Tourism Organization or the European Travel Commission concerning the legal status of any country, territory, city or area, or of its authorities or concerning the delimitation of its frontiers or boundaries. World Tourism Organization (UNWTO) European Travel Commission (ETC) Calle Poeta Joan Maragall, 42 Rue du Marché aux Herbes Madrid 1000 Brussels Spain Belgium Tel.: (+34) Tel.: (+32) Fax: (+34) Fax: (+32) Website: Website: Citation: World Tourism Organization and European Travel Commission (2017), Handbook on Marketing Transnational Tourism Themes and Routes, UNWTO, Madrid. All UNWTO and ETC joint publications are protected by copyright. Therefore and unless otherwise specified, no part of a UNWTO and ETC publication may be reproduced, stored in a retrieval system or utilized in any form or by any means, electronic or mechanical, including photocopying, microfilm, scanning, without prior permission in writing. UNWTO and ETC encourage dissemination of their work and are pleased to consider permissions, licensing, and translation requests related to UNWTO and ETC publications. Permission to photocopy this material in Spain must be obtained through: CEDRO, Centro Español de Derechos Reprográficos Tel.: (+34) Calle Monte Esquinza, 14 Fax: (+34) Madrid Website: Spain cedro@cedro.org For authorization of the reproduction of UNWTO works outside of Spain, please contact one of CEDRO s partner organizations, with which bilateral agreements are in place(see: For all remaining countries as well as for other permissions, requests should be addressed directly to

3 Table of contents Acknowledgments 9 Foreword 11 Executive summary 13 Introduction 19 Section 1 Global and European overview of themed tourism and tourism routes 23 Chapter 1 Exploring and defining key concepts What is a tourism theme? Grouping or classifying themes The concept of route Collaboration in the development of tourism themes The role of marketing Case study 1: Marketing a cultural theme: historic thermal towns Origin and purpose The theme Marketing work Future ambitions and issues Conclusions and learning points 34 Chapter 2 Tourism, themes and experience Themes, culture and experience The growth of experiential tourism Experiential marketing Drivers of experiential, theme-based tourism The benefits of themed networks and routes Building themes and bundling experience Case study 2: Experience and storytelling the Via Francigena Origin and purpose The theme Marketing work Future ambitions and issues Conclusions and learning points 50

4 Chapter 3 Making theme-based tourism transnational The power of transnational themes The challenges of transnationality Issues in transnational branding Visitor perceptions of transnationality The policy context Case study 3: Making it transnational The Alaska Highway Origin and purpose The theme Marketing work Future ambitions and issues Conclusions and learning points 63 Chapter 4 Six types of transnational themed tourism Proposed classification of transnational initiatives Localized, cross-border initiatives Itineraries and travel corridors initiatives Thematic or cultural networking initiatives Sustainable environmental management initiatives Theme and experience initiatives Strategic regional cooperation initiatives Case study 4: Grass-roots cultural initiatives The Trail of Tears Origin and purpose The theme Marketing work Future ambitions and issues Conclusions and learning points 73 Chapter 5 European mapping of transnational theme-based tourism Introduction to the European mapping Europe as an example The western and central Mediterranean initiatives The Balkans and eastern Mediterranean North-eastern Europe Scandinavia and the Baltic The North Sea, Channel and Atlantic fringe From the Rhine to the Vistula, the Elbe to the Danube 86

5 Section 2 A practical guide to developing transnational themed routes 91 Introduction to the practical guide 93 Chapter 6 Planning and preparation Pre-assessing the project Determining the model Formulating the theme Theme construction Situation assessment, including asset and market evaluation Consultation and team building The process of consultation Case study 5: Step-by-step planning the Wadden Sea Origin and purpose The theme Marketing work Future ambitions and issues Conclusions and learning points 108 Chapter 7 Targeting the customer Understanding the market Positioning and differentiation Adding visitor value Creating experiences Personalising experience Storytelling Branding Case study 6 Sacred sites in the Kii Mountain Range Origin and purpose The theme Marketing work Future ambitions and issues Conclusions and learning points 119 Chapter 8 Developing the product: the keys to success Keeping things simple Harnessing local energy Structuring and clustering Maintaining quality Building development capacity 127

6 8.6 Following the market Case study 7: Building networks The Danube Route Origin and purpose The theme Marketing work Future ambitions and issues Conclusions and learning points 133 Chapter 9 Taking it to market Engaging with the tourism industry Engaging with the media Working with tour operators Working with cruise operators Choosing the right tools Tools for living cultural themes Interpreting history and tradition Supporting linear routes or circuits Tools for tourism in natural areas Social networks Marketing through events Capacity building Case study 8: Global challenges the Greater Mekong Origin and purpose The theme Marketing work Future ambitions and issues Conclusions and learning points 147 Chapter 10 Further case studies The choice and writing of the cases Target and results Transnational themes in the marketing of towns and cities Case study 9: The European Federation of Napoleonic Cities High-influence transnational tourism Case study 10: the Silk Road Slow tourism and travel Case study 11: The Iron Curtain Trail Case study 12: Masar Ibrahim Al Khalil Abaham s Path Heritage and landscape trails Case study 13: Qhapaq Ñan Case study 14: The Ancient Tea Horse Road 166