Creative and Unique Tourism Product - Need for Spiritual Experience - Relaxation - Health - Principles and Practices of Tourism Assessment Answer

Principles and Practices of Tourism Assessment Task

In this assessment you are required to develop a creative and unique tourism product (attraction, destination or specific type of tourism) that would appeal to a specific group of tourists (target market). In the assessment you must draw on your knowledge of historical and cultural perspectives on travel and tourism (referred in the course and Assignment 1 description as ‘continuities in travel and tourism’) to design a tourism product that capitalises on persisting motivations of people to seek certain kinds of travel experiences that have been evident throughout the human history. The invented product, for instance, could address potential tourists’ need to escape, rejuvenate or find a sense of belonging. This project must incorporate relevant course concepts and theory as well as significant research conducted on an individual, topic-specific basis.

In your report should address the following components:

1. In the introduction of the report, define and discuss the concept of creativity and explain why it is important in the context of the tourism industry*. Briefly reflect on how your attraction/product/idea has emerged and developed and in what way you believe it is creative and unique. A book chapter ‘What is creativity?’ (available from the course website) will help you with defining creativity, but you should not limit yourself to that source only.

2.  Describe in detail what the tourist attraction/product/idea is and what specific elements it includes. In this section you should apply Leiper’s (1995) concept of attraction used in the course and explain how the three different elements of attraction (nucleus, marker and tourist) describe your chosen product.

Within this part, show how your attraction/product/idea product links with the past forms of travels and how it addresses the types of travel/travel experiences common in the past. This section will require a brief outline of relevant literature relevant to the particular form of travel/tourism discussed in your report.

3. Outline and discuss the ‘pull’ factors related to the developed destination/attraction/product/idea. What would be the main and additional elements that will ‘pull’ the tourists from their origin to the proposed attraction/product/idea? In the section, you should provide the definition of ‘pull’ factors and explain the relevance of individual ‘pull’ factors to your project.

Your task is to develop a tourism attraction/product/idea that you think would be appealing to a specific target market in the contemporary world. The attraction should be place-specific and could be based in any location.

4. Provide a description of the identified target markets – describe them in terms of demographics, motivations, and other characteristics such as culture, motivations, personalities.

a. Within this section, explain how the proposed product addresses the target market’s specific needs and motivations for this particular travel/tourism experience. For instance, the need for spiritual experience, relaxation, health, escape or the need to experience novelty and change. A review of motivational factors related to your tourist experience will help you to complete this section – e.g. you could use a number of motivational theories here such as Dann’s (1981) or Cohen’s (1979) theory on motivation, or Plog’s (1998) explanation of tourist personality.

5.  Critically examine specific ‘push’ factors that are expected to create tourism demand amongst the identified within the origin/generating region target markets. In this section you should also define the terms ‘tourism demand’, ‘origin country’ and ‘”push” factors’. ?a. Consider aspects of the target market’s society, economy and culture and identify those factors that enable your potential customers them to engage in travel (financially, time-wise) and those that create the need and demand for travel and certain tourist experiences. How will these factors assist in creating tourism demand for your developed product?

6.   Outline a marketing strategy of how your product will be promoted to the identified target markets. Indicate the kinds of messages/images that will be chosen to promote the product and discuss the communication channels that will be selected to disseminate the promotional message (e.g. press, TV, etc.). You may design a promotional poster to illustrate the type of message and/or image that will be communicated to the chosen target market(s).

7.  Consider and discuss other types of infrastructure and tourism amenities that will be required to support the development of your attraction/product/idea. You may need, for instance, to include appropriate transport infrastructure or hospitality services to back up the existence and proper functioning of your attraction/product/idea. All this will depend on the specific context of your idea and/or chosen destination.

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