Targeting Purpose of Visit

Abstract

A simple strategic marketing framework is developed based on responsiveness to purposes of travel. It entails identifying purposes of visit associated with a specific destination for potential tourists, shaping tourism development policy decisions based on them, and attracting tourists by directly fulfilling their wishes. Its focus is on what a destination can already offer and is contributory to short- to medium-term tourism development. A structured recognition of purposes of visit is suggested − encompassing 16 categories across four focus areas. To demonstrate the approach, generic strategic action plans are provided for each category. The framework is further applied to Iran, a country associated with a range of attractions as well as certain restrictions.

Citation

Alaedini, P. and Davari, D. (2018), "Targeting Purpose of Visit", Quality Services and Experiences in Hospitality and Tourism (Bridging Tourism Theory and Practice, Vol. 9), Emerald Publishing Limited, Leeds, pp. 9-25. https://doi.org/10.1108/S2042-144320180000009002