TOUR1001 Study Guide - Final Guide: Cultural Tourism, Novelty Seeking, Core Image
Principles:
• Tourism is a commercial activity- we are in it for survival even
non-profit- need to break-even.
• Tourism involves the consumption of experiences- need to travel!.
• Tourism is entertainment mostly- museums need to make their exhibits
more interesting.
• Tourism is a demand driven activity that is difficult to control e.g.
supply/capacity issues.
Cultural segmentation
• Share common values and interests that are sufficiently different and
distinct from other segments;
• Be sufficiently large to give the organisation a return on investment;
• Be easy to reach through promotional media and other marketing
activities at an affordable cost;
• (ave their needs satisfy by the products being offered
Purposeful cultural tourist
• Cultural tourism is the primary motive for visiting a destination
• The individual has a deep cultural experience.
• Deep experience sought +++
• Cultural tourism very important +++
• The purposeful cultural tourists is the greatest consumer of museum
experiences e.g. art galleries, museums. They will go to all to many of the
lesser known places.
• Need to understand the meaning of the wider cultural connections of the
attraction before they experience it.
• They will do lots of research in a wide variety of media.
• Advertising will work best when it has a persuasive element that
encourages learning.
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