Travel Reference
In-Depth Information
29
Marketing communications
in tourism
A review and assessment
of research priorities
Scott McCabe and Clare Foster
Introduction
Despite being touted as one of the largest 'industries' in the world, accounting for millions of
jobs, 9.3 per cent of global GDP, and 5 per cent of world exports (World Travel and Tourism
Council 2013), it is credible to ask the question whether there is anything more to tourism than
mere puffery (exaggerated or false claims in advertising). That tourism exists is undisputable. Yet
as an industry it is almost completely dependent on marketing, and marketing communications
specifi cally. Tourism relies on natural or otherwise extant resources in a locality (transport links,
attractions, accommodation and hospitality). As an intangible experience, tourism is a confected
value proposition, co-created and shared by tourists, without whose complicity in suspending
disbelief (in everyday reality) the experience value would surely collapse. Being a tourist is perhaps
little more than a state of mind.
And yet the industry has been plagued by accusations that it persistently fails to recognize the
role of marketing as a strategic business function that adds value to the industry (Fyall and
Garrod 2005). Although most tourism industry professionals would acknowledge that marketing
is important, there are critical characteristics which have impacted on the perception of
marketing's value within the sector. For example, Fyall and Garrod argue that tourism is more
product-driven and supply led than other sectors, is largely characterised by short-termism, is
susceptible to fi xed capacity constraints, is a high involvement/risk purchase for consumers and
tourism products are so vulnerable to externalities beyond the control of the organization,
leading to an unduly narrow focus on sales and revenue management within marketing.
These characteristics may produce unintended consequences in terms of consumer
perceptions of and trust in the veracity of tourism marketing appeals. The industry has con-
sistently faced charges of misrepresentation or negative stereotyping in its advertising (Thurot
and Thurot 1983; Sirakaya and Sönmez 2000; Shellhorn and Perkins 2004), a French campaign
aimed at the UK market just one recent example of the misappropriation of beach images
from different countries to represent Normandy/Brittany (Newling 2012). Regardless of the
attribution of blame for individual errors (i.e. it is often the advertising agency that is responsible
Search WWH ::




Custom Search