Jakub Chmielnicki, Anna Holik, Karol Nycz

Transcription

1 Jakub Chmielnicki, Anna Holik, Karol Nycz

2 one of the largest and most dynamic industries of today s global economy, travel and tourism is set to account for 10.3 per cent of global [gross domestic product] GDP and more than 234 million jobs The World Travel and Tourism Council (WTTC) Tourism is the aggregate of all businesses that directly provide goods and services to facilitate business, pleasure and leisure activities away from the home environment (Smith, 1988)

3 The concept that people travel from home to a destination, stay there for a limited period of time, and then return is how the phenomena of tourism is generally understood. geographic location to which a person is traveling a resort a travel market area If people from outside a location do not visit a place it is not a destination.

4 tourist is the concept we use to describe those consumers who are engaged in voluntary temporary mobility in relation to their home environment. Key concepts here are voluntary, temporary and mobility.

5 The concept of mobility in the context of tourism studies refers to the capacity of individuals to move from one location to another.

6 Development and consumption of these services condition for accessibility for tourists tourist values. It is worth mentioning that in the structure of tourism consumption, journey is always the first and last of its phase.

7 Implementation of tourism consumption is associated with the category of tourism expenditure. According to the definition of the WTO-OMT tourism expenditures are expenditures made by or on behalf of the visitor prior to the trip, during and after the journey, and in connection with this journey. Consumption of Chinese tourists Source: marketingtochina.com

8 You are on vacation in the country, where you have never been before... what would you buy? where would you eat? which brand of ice cream would you choose?

9 which 4 star hotel would you choose? which chocolate bar would you buy? which airline would you choose?

10 brand recognition confidence in the quality lack of confidence in the quality of unknown brands habits

11 Any corporation that is registered and operates in more than one country at a time; transnational corporations use strategy with three key components: 1. Cost leadership: lowest cost producer. 2. Differentiation: differentiation from competitors. 3. Focus: applying these two components to a market Dicken (1992)

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13 10th of March

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15 Top 25 brands by revenue When you think of the most valuable global brands, which brands come to your mind? Marketing session 1. Recall A name, term, sign, symbol or design or combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors (Kotler, 2000) 2. Recognition

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27 Annual ranking of the most valuable global brands.

28 geographic location to which a person is traveling destination a resort a travel market area brand A name, term, sign, symbol or design or combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors (Kotler, 2000) A destination brand is a name symbol, logo, word mark or other graphic that both identifies and differentiates the destination; (Ritchie and Ritchie, 1998)

29 Offices and headquarters tend to be located in the more developed world.

30 Biggest companies in Europe (2014), matadornetwork.com

31 -global community -internet -ease of travel -goods constantly moving between countries

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33 Globalization is therefore a fundamental consideration for all tourism businesses Globalization not only reduces borders and barriers for trade between nations, but it also renders these boundaries permeable both within and between organizations

34 Transport technology has reduced both the monetary and the time-related costs of travel. Communication technology has increased the speed of communication. Business Technological economic assumptions of world trade and markets Economic establish global strategies and global market Environmental a global resource for tourism Political creating a new world order Cultural culture impacts significantly upon tourism

35 a consequence of the globalization proces, especialy in culture, is Cocacola-isation or McDonalds-ization

36 In 1993, American sociologist George Ritzer wrote a bestselling book called The McDonaldization of Society. As Ritzer saw it: McDonaldization is the process by which the principles of the fast-food restaurant are coming to dominate more and more sectors of American society as well as of the rest of the world.

37 in India McDonald s serve vegetable McNuggets and a mutton-based Maharaja Mac so as to meet the religious requirements of Hindus (who do not eat beef), Muslims (who do not eat pork) and Jains (who do not eat any meat)

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41 There are losers in the globalization, particularly SMEs who are faced with competition from large companies, and vulnerable workers who can be exploited. Competition between the larger, lower-cost firms and the smaller firms would result in the elimination of the smaller firms and the growth of monopoly. Larger firms would be able to achieve economies of scale and thus produce at lower average costs than would smaller firms

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43 Capital is different from money. Money is used simply to purchase goods and services for consumption. Capital is more durable and is used to generate wealth through investment. Examples of capital include automobiles, patents, software and brand names. All of these things are inputs that can be used to create wealth. Besides being used in production, capital can be rented out for a monthly or annual fee to create wealth. Investopedia

44 Capital accumulation, economies of scale, the growth of credit markets, and the dominance of the corporation in business organization would lead to the concentration and centralization of capital into fewer and fewer hands.

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