Marketing And Festival Tourism Tourism Essay

In modern-day society, festival touristry is going progressively popular. As a new signifier of touristry activity, festival touristry had been adopted in many topographic points. However, some have non received the expected consequences. Since some factors, affect straight the development of festival touristry, they therefore need to be considered for selling and operating.

In this essay, development of festival touristry will be introduced foremost. Then it will concentrate on analysing the four chief factors attach toing it with some illustrations. At the terminal, the chief failing of festival touristry operation by blind market choice will be identified.

Festival touristry is a powerful economic force supplying employment, foreign exchange, income, and revenue enhancement gross. The festival touristry market reflects the demands of consumers for a really broad scope of travel and cordial reception merchandises, and it is widely claimed that this market is now being serviced by the universe ‘s largest industry. In modern-day society, festival touristry is going progressively popular ( in China ) . As a new form touristry activity, festival touristry had been adopted in many topographic points.

However, some festivals have non received the expected consequences. Since some factors, affect straight the development of festival touristry, they therefore need to be considered for selling and operating. For illustration, with the development of festival touristry, many countries formed their on the job systems ; they clearly understanding of how to utilize festival touristry to run a successful market. But some countries merely failed. They did n’t happen accurate market placement and undertake sensible planning. Everyone knows that, festival touristry is a status of to be operation successful market.

In this essay, the development of festival touristry will be introduced foremost. And so it will concentrate on analysing the five chief factors involved in its success, accompanied by some illustrations. At the terminal, the chief failing of festival touristry operation by blind market choice will be identified.


1. Development of festival tourismA­A­

As know to all, productions play an of import function in set uping and developing a finish. “ The touristry merchandise is consumed at the point of production and brings the consumer into direct contact with the manufacturer ” ( Hope, 1980, p.182 ) . For the same ground, to the festival touristry, the festivals are the chief maps as touristry attractive forces ( Quinn, 2006 ) . Tourists are constantly attracted to festivals and there is a strong relationship between the growing of festivals and tourist demand ( Quinn, 2006 ) . Undoubtedly, there is a strong connexion between festivals and touristry ( Quinn, 2006, p289 ) . “ It is shown by abundant grounds that infinite festivals are marketed as tourer attractive forces and pull definable tourer flows ” ( Quinn, 2006 ) .However, festivals have a societal and cultural complexness. Furthermore, if there were no host community, there could be no festival ( Getz as cited in Quinn, 2006 ) .Therefore, cultural and societal are the taking attractive forces in the development of festival touristry. Since centuries ago, people have the motives to see the different civilization and traditions in the different environments and flight from the normal milieus where they lived. The state of affairs is lifting continuously. Due to increasing inclination, festival civilization is the key to pull to tourers. For illustration, Wexford Festival Opera is a successful tourer attractive force ( Quinn, 2006 ) . “ It employs five staff year-round, attracts audience flows of some 20,000 during three hebdomads in October-November every twelvemonth, and in 2005 received grant-in-aid of 950,000 from the province ‘s Humanistic disciplines Council ” ( Quinn, 2006, p292 ) . From a tourer position, festival create “ merchandise ” , enliven a finish, and assure a glance into the reliable civilization of a topographic point which are the chief factor in the festival touristry ( Quinn, 2006, p301 )

2. Target market

Search for the right mark market is guarantees successful selling. The basis of marketing theory is the demand of the consumer. Therefore, the seller needs to understand three related facets of consumer behaviour analysis: consumer motive, consumer typologies, and the consumer buying procedure. Most touristry organisations have an imperfect image of their clients, and few proctor forms of consumer behaviour at a degree of item necessary to stay competitory ( Simon, 2005 ) . About the pick of right mark market, Trinidad and Tobago is a typical illustration. Tourism has developed into one of the cardinal emerging sectors and an of import component in the variegation of this energy-based economic system.

The construct of a carnival visitant is defined as a holiday visitant during the carnival period. There are different ways of finding the carnival period, but the on the job definition used by the Central Statistical Office is related to the start of the plan of official carnival activities, about 19 yearss prior to Ash Wednesday. Based upon this definition, the figure of carnival visitants for 1997 and 1998 was 24,947 and 32,071, severally, and by 2001, carnival visitants had increased to 41,495 ( Fig. 2 ) . ( Keith Nurse, 2004 )

Figure 1. Seasonal fluctuation of visitant reachings ( here 2001 ) .

Figure 2. Development of the figure of Carnival visitants ( 1997-2001 ) .

From the above illustration, researching the right mark market should organize the footing of an on-going system for garnering informations about the company. After a clear apprehension of the demands of the market, taking a mark market can be no error. Meanwhile the mark market can steer market scheme and policy. Nowadays, festival touristry is an emerging industry ; everything needs to an geographic expedition of procedure.

3. Festival touristry merchandise

Merchandise determinations, with all their deductions for the direction of touristry operations, influence non merely the selling mix, but besides house ‘s long-run growing scheme and its policies for investing and human resources. From the point of view of a possible client sing any signifier of tourer visit, the merchandise may be defined as a package or bundle of touchable and intangible constituents, based on activity at a finish. The bundle is perceived the tourer as an experience that is available for a monetary value. As we know, successful market is built on the invention festival touristry, because new things ever can pull people ‘s attending. Developing new merchandises is different from keeping bing 1s, and planning for both sorts of merchandise will differ harmonizing to whether the merchandises are targeted an bing market or new 1s. 2010 FIFA World Cup will keep in South African, it is a festival for association football fans from all over the universe, whatever the cultural, linguistic communication and nationality. They must be basking the clip in South African, it is besides a opportunity for South African ‘s touristry industry. This illustration is to exemplify new merchandise is really of import for successful selling and festival touristry. A company must develop new merchandises to last. New merchandises can be obtained through acquisition or through new merchandise development. For illustration, American and Canadian tourers in Israel are being offered five-day bundles of counter-terrorism preparation, complete with a mock panic onslaught. The Shiloh circuit bundle, bing about $ 8000. To sum up, touristry merchandises are a group of selected constituents or elements brought together in a “ package ” to fulfill demands and wants. The most of import thing is to accurate observation to the demand of the market. It relates to the way of market operation.


Festival touristry is today one of the most of import economic sectors, its importance in a state ‘s overall growing public presentation ( Javier Capo ‘s, 2007, p615 ) . Along with the rapid development of the festival touristry, the economic system is besides developed quickly. As we know, economic system benefit is the footing of the market, one time people clear economic ends, it is the key to be a successful market and it is besides a good connect between successfully marketing and festival touristry. For economic system, it includes tonss of Fieldss, such as hotel industry economic system, air hose economic system, entrainment economic system and so on. Festival touristry, the accent is on festival, it will go a traditional. Festival touristry in Trinidad and Tobago is a typical illustration for economic system is footing of the market. “ Festivals have emerged to be an of import subscriber to the touristry industry throughout the Caribbean. In many districts the extremum in tourer reachings coincides with some event, peculiarly a musical or carnival festival ” ( Keith Nurse, 2004 ) . So, hotel industry gets a rapid development. Carnival does make an component of finish trueness. Hoteliers indicate that there is a strong component of event trueness among clients. The repetition factor for carnival visitants is considered to be really high. It is besides suggested that carnival visitants return to see the finish outside of the carnival season. This is exemplified by the high satisfaction evaluations that the festival. The air hose economic system is another country that enjoys important benefits from Carnival. “ The air hose industry is broken down into three classs: scheduled air bearers, charters, and lading. There are 10 scheduled international air bearers that service Trinidad ” ( Keith Nurse, 2004 ) . The carnival season is viewed as an of import beginning of gross for Airplane Company. There are no informations to demo the figure of carnival visitants who travel to Tobago, but it is considered important by the air hoses and hotelkeepers in Tobago. Entrainment economic system is another field which worth to discourse. The amusement industry in Trinidad and Tobago is one of the emerging industries with possible to increase foreign exchange net incomes, generate employment, and heighten a turning touristry merchandise. “ The amusement industry includes the music industry, movie and picture production, commercial theatre and dance, costume design and production, sound, phase and lighting, ocular humanistic disciplines, and cultural touristry ” ( Keith Nurse, 2004 ) . It is intertwined with the national festival, as the amusement industry is mostly a merchandise of Carnival ( Nurse, 1997 ) . Economy is non merely the of import for the festival touristry ; it besides improved visibleness of touristry finish. So, to sum up, economic system is the of import factor of successfully and running festival touristry.