Travel Reference
In-Depth Information
retirement communities developed. However, with the changing economic realities, many of the
'older generation' decided not to retire while many of the younger generation decided that they
did not want a world dominated by work. Indeed, research suggests that the children of
GenerationY have distinctly different values, attitudes and behaviours from previous generations
as a response to the technological and economic implications of the Internet such that the nature
of travel differs substantially between generations as the younger generation is more interested in
highly individualized and more 'authentic' experiences (
Benckendorf
et al
.
2009).
Many other important social and political events occurred during these two decades which
will have an enduring impact on the world. The emergence of the European Union and a
common currency is one factor, the Great Recession and the fi nancial restructuring of many
countries is another. However, a more important and lasting force of change is that of environ-
mental change. Although there are some leaders that doubt the 'reality' of climate change, many
organizations within the tourism industry have begun to recognize the need for the industry to
adopt sustainable tourism practices (Erku¸-Öztürk and Eraydın 2012; Tao and Wall 2009).
Leading tourism marketing efforts: the case of DMOs
The Internet fundamentally changed the nature of destination marketing (Gretzel, Fesenmaier
and O'Leary 2006). Indeed, early statements by marketing gurus regarding the impact of
technology went so far as to assert that if businesses did not adapt to technology change, they
would not survive. Interestingly, many of the businesses that did NOT adopt the new technology
are still around, just different (Gretzel and Fesenmaier 2001a). In April 2002, the National
Laboratory for Tourism and eCommerce held a workshop at the University of Illinois which
focused on the challenges facing DMOs. In essence the workshop focused on the question of
the future of destination marketing in the United States. The results of this meeting were
summarized in a paper by Gretzel, Fesenmaier, Formica and O'Leary (2006). The group identifi ed
six key challenges:
1 adapting to technological change;
2 managing expectations as part of the community leadership;
3 moving from destination marketing to destination management;
4 confronting new levels of competition;
5 recognizing creative partnering as the new way of life; and
6 fi nding new measures of success - increased need to demonstrate accountability.
It appears that American destination marketing organizations have addressed these six challenges
in three important ways:
1
by shifting their focus toward the individual and away from mass markets;
2
by seeking to control their markets through strong brands; and
3
by adopting a renewed focus on measurement and effi ciency.
Each of these activities is briefl y discussed below.
A shift in focus toward the individual and away from mass markets
As discussed above, there was a sea change within tourism marketing led by the publication of
The Experience Economy
. Interestingly, it is easily argued that the tourism industry recognized the
