Notes
for World Tourism Market (WTM), London, 2014
Notes for World Tourism Market (WTM),
London, 2014
In 6th, Nov, 2014, I visited the World Tourism Market (WTM)
at London. It was an amazing tour, which involved different beautiful promotion
of different tourism position and tourism destinations around the world.To my friends and me, one of the most impressive sectors in all the market is the Korea. From this sector, I found something related to my learning.
(In a
pity, photos SIM doesn’t work well right now, I will upload some photos of it
later, but here is a Youtube link, have a look first: https://www.youtube.com/watch?v=T3__obBMpkg
)
(photos booking space)
In Korea sector, there was a bright logo: "Imagine your Korea",
which was beautiful and colourful, with some photos and videos of tourism destination
and landscape on its title board above. In some books, the colourful and bright
advertisement board has been described as an important part in a market, which
could be easily noticed by the customers. However, the most significant point
of Korea is: they mainly showed their culture and art at their sector that was
so different from most of the other sectors, even more impressive than the
tourism market itself. Or in the other words, all the Korea involves these
kinds of culture.
Their culture shows involved the activities and products: the live Calligraphy,
Korea opera acts; Paint glasses, traditional image on postcard, stamps, seals,
hand craft activities and rice wine.
Also, after viewed some other sectors, the promotion idea which had been
put in practice can be sum up:
In macro view, to show more information at limited space, and differentiate
from the other competitors (Port M. 1985), which may include the location. WTM
can be understood as a promotion and marketing flat of the tourism
destinations, includes branding, product and culture. In some degree, WTM may
be an opportunity to be the flagship of the coming future of every tourism
destinations.
In details, design big image
(design, colour, photos and videos); to do some activities in show time, like
the sector in South America had the show of tango and Samba; Sound or voice,
even a whistle can attract visitors (found at canary Island, Girona); special products,
may include cultural products; service; and culture if possible, to be
remembered, the ones who come to visit the WTM normally is educated, and most
of them have already had some tourism experience about the visiting or tourism
agent.
In the new trends of tourism (Edgell, 2008), the tourists
would like to discover special interests, or get new experience during their journey.
This trend can also be found from WTM.
References
Allen J. & McDonnell I. (2002). Festival and special event management, 2nd ed. Chichester : Wiley
Goldblatt J. J. & Nelson K. S. (2001). The International dictionary of event management. Chichester :
Wiley
Competition, Competitive Advantage, and Clusters: The Ideas of
Michael Porter
Huggins R. & Izushi H. (eds.) (2011). Competition, Competitive Advantage, and Clusters: The Ideas of Michael
Porter. Oxfrod University Press
Porter, M E
1985, Competitive Advantage, New York: The Free Press
World Tourism Market (WTM) Logo Picture, http://blog.euromonitor.com/2014/10/euromonitor-partners-with-world-travel-market-2014.html
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