TRAVEL AND TOURISM
A LEVEL CAMBRIDGE
UNIT 3-4
2025 - 2026
L.C.
, DESTINATION MARKETING
Cohen 's typology
1) organised mass tourism
2) individual mass tourism
3) explorer
4) drifter
Stanley Plag’sTypology (3 personality)
1) allacentric = high quality hotel, new experience, adventurous, make their
own itinerary.
2) psychocentric = not adventurous, prefere to visit familiar destination with,
and everything is made with a tour operator.
3) mid-centric = not adventuraus but want to do new experiences.
Butler Destination life cycle model
1) exploration = new destination, overall cost high.
2) involvement = number of customers increase, needs of local support to
promote events and products
3) development = customer increas, profit increase therefore they con
develop new infrastracture, this encourage local businesses to enter in the
tour in market however competitiva increase and price decrease.
4) consolidation = contineu expodation of the destinatiadee, using
agriculture land to build resorts, attractions.
5) stagnation = visitor numbers peak; the destination may lose appeal, profits
fall and facilities age.
6) decline vs rejuvenation
A) immidiate decline = visitor do not go there anymore therefore
economic depression
b) decline = not demand for destination so they cannor compete
with new destinations.
C) stabilisation =when destiantion is still in the marketing but there
is not develepment.
D) reduce growth = destination stay at that level it doesnt grown
anymore
E) rejuvination = to change the destination, create new attractions
and need local and national governemnt support for a new image.
, PASTLE analysis
1) Political= government support / civil unrest
2) Economic= increase tax, increase demands on small business
3) Social-cultural= motivation to visit a country / culture clashes
4) Technology= virtual tour, e-thicket / somewhere is limited
5) Legal requirement= visa
6) Environment= sustainability targets
SWOT analysis
-Strengths
- Weaknesses
- Opportunities
- Threats (barriers)
A tour operator may decide to not promote a destination if the
weaknesses and threats outweigh the strengths and opportunities.
MARKET SEGMENTATION
> to establish an effective marketing strategy
1) segmentation by travel motivation
- purpose
2) demographic segmentation
- age, gender…
3) psychographic segmentation
- different personality traits, to attract one specialist type of customers
4) geographical segmentation
- segmentation target customers where they live, having market
material translated
A LEVEL CAMBRIDGE
UNIT 3-4
2025 - 2026
L.C.
, DESTINATION MARKETING
Cohen 's typology
1) organised mass tourism
2) individual mass tourism
3) explorer
4) drifter
Stanley Plag’sTypology (3 personality)
1) allacentric = high quality hotel, new experience, adventurous, make their
own itinerary.
2) psychocentric = not adventurous, prefere to visit familiar destination with,
and everything is made with a tour operator.
3) mid-centric = not adventuraus but want to do new experiences.
Butler Destination life cycle model
1) exploration = new destination, overall cost high.
2) involvement = number of customers increase, needs of local support to
promote events and products
3) development = customer increas, profit increase therefore they con
develop new infrastracture, this encourage local businesses to enter in the
tour in market however competitiva increase and price decrease.
4) consolidation = contineu expodation of the destinatiadee, using
agriculture land to build resorts, attractions.
5) stagnation = visitor numbers peak; the destination may lose appeal, profits
fall and facilities age.
6) decline vs rejuvenation
A) immidiate decline = visitor do not go there anymore therefore
economic depression
b) decline = not demand for destination so they cannor compete
with new destinations.
C) stabilisation =when destiantion is still in the marketing but there
is not develepment.
D) reduce growth = destination stay at that level it doesnt grown
anymore
E) rejuvination = to change the destination, create new attractions
and need local and national governemnt support for a new image.
, PASTLE analysis
1) Political= government support / civil unrest
2) Economic= increase tax, increase demands on small business
3) Social-cultural= motivation to visit a country / culture clashes
4) Technology= virtual tour, e-thicket / somewhere is limited
5) Legal requirement= visa
6) Environment= sustainability targets
SWOT analysis
-Strengths
- Weaknesses
- Opportunities
- Threats (barriers)
A tour operator may decide to not promote a destination if the
weaknesses and threats outweigh the strengths and opportunities.
MARKET SEGMENTATION
> to establish an effective marketing strategy
1) segmentation by travel motivation
- purpose
2) demographic segmentation
- age, gender…
3) psychographic segmentation
- different personality traits, to attract one specialist type of customers
4) geographical segmentation
- segmentation target customers where they live, having market
material translated
