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The purpose of this paper is to investigate the impact of two micro trends on the future marketing functions of national tourism organisations (NTOs): the increasing power of…
Abstract
Purpose
The purpose of this paper is to investigate the impact of two micro trends on the future marketing functions of national tourism organisations (NTOs): the increasing power of individuals and the irreverence of NTO’s current marketing functions.
Design/methodology/approach
Through a discussion of the literature driving the two identified micro-trends, a number of supportive sub-micro trends were also identified and explored.
Findings
The paper concludes that NTO’s have failed to recognise the growing distrust of monolithic organisations. NTO’s seem to be more concerned about their own survival, rather than providing a service to both their citizens and tourists. Also NTO’s have failed to acknowledge that tourists are much more confident in making their own decisions, based on marketing information from their own trusted “closed friendship groups”, rather than relying on NTO’s.
Research limitations/implications
The paper is based on a discussion of issues from only two micro-trends, but tourist decision-making processes may be more complex than suggested.
Practical implications
The paper concludes that in the near future there will be an increasing rejection of NTO’s marketing information, and in the longer term this may result in the demise of NTO’s. However, if NTO’s are to survive, it suggests two actions they could take to ensure their future relevance to both its citizens and tourists.
Social implications
Questioning whether national/state organisations always act in the best interests of its citizens, challenges the trust in NTO’s. The paper suggests that NTO’s recognise that their power relationships are more strongly linked to ideals of nationhood and endorsement by their international peers, rather than providing services to tourists.
Originality/value
This paper questions the implicate assumption that NTO’s should be a trusted source of marketing information. It suggests that NTO’s have failed to recognise the changing methods tourist use to help in their decision making.
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The purpose of this paper is to explore the sustainability of National Tourism Organisations (NTOs) in light of the increasing power of cities.
Abstract
Purpose
The purpose of this paper is to explore the sustainability of National Tourism Organisations (NTOs) in light of the increasing power of cities.
Design/methodology/approach
Based on a review of major societal trends and the author's interpretation of such trends, a tourism futurists’ perspective was applied to better understand the implications of such trends.
Findings
The future growth of tourism will be constrained by some of the greatest challenges facing society, including unrelenting population growth, ageing demographics, shortages of natural resources, devolution of power and increasing urbanisation. As a result of such trends, this review suggests there will be resurgence in the power of cities, leading to an increase in tourism between not only global cities but also, more importantly, secondary cities.
Research limitations/implications
The results are limited by selection of the trends and the author's interpretations of such trends.
Practical implications
The review suggests that city-city marketing will be a key driver in future tourism marketing, over country-country marketing.
Originality/value
The paper concludes that NTOs are no longer fit for purpose, as power, trust and relevance have shifted in favour of individual city marketing bureaus, over state controlled NTOs.
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During the 2014 independence referendum in Scotland, there was much debate about the future broader political direction of the country but little discussion about its impact on…
Abstract
Purpose
During the 2014 independence referendum in Scotland, there was much debate about the future broader political direction of the country but little discussion about its impact on Scottish tourism. The purpose of this paper is to explore and discuss the impact of the different future political options from a tourism perspective.
Design/methodology/approach
From the literature, four main political drivers were identified, and using Scotland as a reference, they were used in discussions with six experts to explore how tourism could develop under different political options. The outcomes from these discussions were combined by the researcher to develop in conjunction with the experts an agreed discussion note. This discussion note formed the basis for the exploration of the impact on tourism under four different future political options.
Findings
Of the four political options (devolution limited, devolution plus, devolution max/fiscal autonomy/federation and full independence), it is clear that all options had different positive and negative impacts for tourism. The devolution max option, however, was perceived as most damaging to tourism, because tourism would not be considered a priority, relative to other policy issues. The study concludes with six key lessons that destination management organisations (DMOs) should contemplate when considering the impacts of different political futures.
Research limitations/implications
Being focussed on one country with a strong political party whose raison d'être is independence makes it difficult to extrapolate the results. Nevertheless, given the strong commonality of agreement of the impacts within the experts consulted, this study suggests that DMOs can and should engage in political debates about the future of tourism in their destination.
Originality/value
The 2014 independence referendum in Scotland failed to achieve its primary aim of independence for Scotland, but it did provide space for other political options to be explored. This paper provides a perspective on how tourism could develop under different political options, and so help raise its profile in any future debates, both in Scotland and other destinations.
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To explore the future visions outlined in one of the first academic books on UK tourism to venture into tourism futures. Through today’s lens, their visions are explored through…
Abstract
Purpose
To explore the future visions outlined in one of the first academic books on UK tourism to venture into tourism futures. Through today’s lens, their visions are explored through three topics: Future Markets and Destinations; Future Resources; and the Future Organization of Tourism.
Design/methodology/approach
Exploring the backstory, key drivers and tipping points of UK tourism development and tourism education during the 1960s and 1970s, they help to understand the rationale for the authors 1974 future visions of UK tourism. These visions are tested against reality, using a mixture of data, softer evidence and the authors’ judgements.
Findings
Acknowledging the authors showed courage in presenting their future visions, when so little was known about the development of tourism, let alone tourism futures. The article highlights the successes and failures of their future visions across 20 tourism sectors, through 55 tourism forecasts. The reasons for weaknesses in some of their forecasts, and their foresight in highlighting little known issues are explored, along with key learning points for tourism futurists.
Research limitations/implications
The future visions of UK tourism were tested against data and other evidence, but this was not always possible. Therefore, the success or failures of some of the visions are based on the authors’ judgement.
Originality/value
Over the past 50 years, there has been a steady growth in tourism futures studies. Given the recent increase in awareness of history in driving futures thinking, perhaps now is the time to apply this viewpoint to previously published tourism futures studies because such reviews provide a timely reminder of the transient nature of tourism futures gazing.