Welcome to Chapter 2.2: The Changing Appeal of Destinations!

Hello future Travel and Tourism expert! This chapter is incredibly important because it connects the 'product' (the destination) to the 'consumer' (the tourist). If a destination doesn't match what tourists want, it won't survive!

We will break down what makes a place attractive and how those features must change to meet the needs of vastly different groups of people, from business travellers to families with toddlers.

The Core Concept: Destinations must constantly evaluate their Elements of Appeal to successfully target diverse External Customer Types.


Section 1: The 'Ingredients' of Destination Appeal (2.2a)

These are the features that destinations use to market themselves. Think of these nine points as the essential building blocks that a tourist considers when choosing where to go:

1. Accessibility

This describes how easy it is to reach the destination (e.g., international airports, ferry links, road networks) and how easy it is to move around once there (e.g., public transport, pavements, ramps).

  • Example: A mountain resort that requires a challenging 4x4 drive is low in accessibility; a destination near a major international hub is high.
2. Built and Natural Attractions

Tourists need things to see and do!

  • Built Attractions: Man-made features like museums, theme parks, shopping malls, or historical buildings.
  • Natural Attractions: Features provided by nature, such as beaches, mountains, jungles, or scenic coastlines.
3. Sustainable Practices and Provisions

The appeal of a destination is now strongly linked to its commitment to the environment and local culture. This includes things like eco-friendly hotels, water conservation, and supporting local communities.

Remember: More and more tourists are choosing destinations based on their ethical stance.

4. Weather and Climate

The natural conditions of the location, which dictate the type of activities available.

  • Example: Sunny, warm climates appeal to 'Sun-seekers' and beach tourists, while cold, snowy climates attract skiers.
5. Historical and Cultural Attractions

These features offer insight into the past or the local way of life.

  • Includes: Ancient ruins, local festivals, unique architecture, traditional music, and cuisine.
6. Events

Planned occurrences that generate a significant tourist flow.

  • Examples: Olympic Games, music festivals (like Glastonbury), major trade exhibitions, or national holidays.
7. Leisure Activities

The range of recreational things to do for fun and relaxation.

  • Includes: Spas, water sports, hiking, shopping, cinema, and dining options.
8. MICE Facilities

This is crucial for Business Tourism. MICE stands for Meetings, Incentives, Conferences, and Exhibitions. This requires large venues, high-capacity hotels, and excellent communication infrastructure.

9. Accommodation and Catering

The quality, type, and price of lodging (hotels, hostels, camping) and food services (restaurants, cafes, street vendors). This must match the spending power of the target customer.

KEY TAKEAWAY: A destination’s overall appeal is a combination of these nine elements, tailored to attract specific target markets.


Section 2: Different External Customer Types (2.2b)

Who are the people visiting the destination? Their needs, budgets, and expectations define how the destination must adapt.

1. Families and Individuals (Different Age Groups)

Needs change dramatically throughout a person's life:

  • Young Families: Prioritise safety, all-inclusive options, childcare facilities (kids clubs), and reliable, nearby medical services. They are often price-sensitive.
  • Younger Adults (18-30): Seek adventure, social experiences, unique culture, nightlife, and affordability (e.g., hostels). They often use technology to plan and book independently.
  • Older Age Groups (55+): Prioritise comfort, high-quality accommodation, cultural depth, ease of access (mobility), and health/wellbeing facilities (spa resorts). They often travel during off-peak 'shoulder' seasons.
2. Groups (including Educational Groups)

These customers travel with a shared objective, requiring co-ordinated services.

  • Educational Groups: Need discounted group entry to historical/cultural attractions, tailored tours, budget accommodation, and clear health and safety provision.
  • MICE Groups: Require bespoke, large-scale catering, high-tech conference venues, and specific transport logistics (e.g., airport transfers for dozens of delegates).
3. Visitors with Language and Cultural Differences

The destination must adapt its product to respect and serve international guests.

  • Language Differences: Need multi-lingual staff, signage translated into major tourist languages, and translated information leaflets.
  • Cultural Differences: Need recognition of religious practices (e.g., specific dietary options like Halal or Kosher, provision of prayer spaces) and sensitivity toward dress codes or customs.

Did you know? Visitors from China often prefer hot water in their hotel rooms, while many Western tourists prefer ice water. Catering to these small details increases customer satisfaction hugely!

4. People with Specific Needs

This category demands thoughtful inclusion and specialised infrastructure to ensure travel is possible and enjoyable for everyone.

  • Mobility and Access Needs: This requires ramps instead of steps, wider doors, adapted bathrooms, and accessible public transport (e.g., low-floor buses).
  • Sensory Needs: Provisions for the visually or hearing impaired, such as braille signage, audio descriptions, or staff trained in basic sign language.
  • Dietary Needs: The ability of restaurants and hotels to provide safe food options for allergies (e.g., nut, dairy), or specific health-related diets (e.g., low salt, diabetic).

Analogy: Think of a high-end restaurant: a good chef (destination manager) doesn't just make one dish; they offer options to satisfy vegetarians, children, and those with allergies (different customer types).

KEY TAKEAWAY: Customer profiling is essential. Destinations cannot appeal to everyone simultaneously, so they must strategically target specific segments.


Section 3: The Changing Appeal: Linking Elements to Customers

Understanding Priority Shifts

The appeal of a destination changes when you apply the external customer lens. A feature that is 'essential' for one group might be 'irrelevant' for another.

Let's look at how the priority of the Elements of Appeal shifts based on the customer type:

Case Study A: Appealing to the 'Specific Needs' Customer (Mobility Issues)

For this market, the destination must heavily focus on:

  1. Accessibility (Highest Priority): Both to the destination and around the destination. Are taxis available that can take wheelchairs? Are attraction entrances step-free?
  2. Accommodation and Catering: Are there rooms specifically designed for accessibility (roll-in showers, grab rails)?
  3. Weather and Climate: Less important, but extreme heat/cold can complicate travel for some medical conditions.
  4. MICE Facilities: Irrelevant, unless they are attending a conference.
Case Study B: Appealing to 'Younger Adults' (Seeking Adventure)

This group often dictates the destination's need for dynamic change:

  1. Leisure Activities: High priority (e.g., bungee jumping, diving, extreme sports).
  2. Built/Natural Attractions: Must be 'Instagrammable' and unique.
  3. Sustainable Practices: Important for attracting ethical travellers and demonstrating responsibility.
  4. Accommodation and Catering: Budget-friendly, social options (hostels, street food) are highly valued over luxury.

Don't worry if this seems tricky at first! Just ask yourself: "If I were in this customer group, what would be the first thing I look for? And what would I not care about?"

Driving the Change in Appeal

Destinations constantly change what they offer to attract new markets or retain old ones. This is known as Destination Repositioning.

  • If a destination’s appeal is only its Natural Attractions, it might add MICE facilities to diversify into business tourism.
  • If a destination only attracts older tourists, it might invest in new Events (like music festivals) and trendy Leisure Activities to boost its appeal to younger demographics.

Final Key Takeaway: Effective destination management is all about matching the right 'ingredients' (elements of appeal) to the specific appetites and requirements of the diverse 'diners' (external customer types).