Search results

This chapter looks at similarities between the experience economy and Disneyization, with specific focus placed on theming as a means of enhancing the visitor’s experience. Sophisticated tourists have brought with them the need for research to explain their behavior and place more emphasis on experiences. The Addo Elephant National Park, South Africa, is presented as a case study that uses interpretation as a tool for theming.

This chapter is approached from a marketing perspective on visitor attractions. Several issues and guidelines related to theming are presented to highlight several aspects which visitor attraction managers need to consider when seeking to use theming to enhance or create a visitor experience.

What was evident from the literature is that the theme is the most important aspect in all models (i.e., the experience economy, Disneyization, and interpretation). The theme should be planned meticulously as the theme refers to several aspects not only in the experience itself, but also in the experience cycle. It is therefore a quite complex tool to use that should not be taken lightly in order to benefit fully from the advantages it offers.

The value of this chapter lies in the fact that several models and their similarities were presented with an underpinning tool called theming. As not much research have been done on theming, the guidelines presented by all the models have been considered in a systematic manner that would assist visitor attraction managers in forming a better understanding of the use of the tool and issues related to it. With this said, there are several aspects highlighted in the chapter which necessitate more research in order to assist managers effectively in designing effective themes.

The aim of this chapter is to provide the readers with a brief background to the characteristics of tourism and a synoptic presentation of the main trends in tourism markets and challenges that tourism businesses should deal with.

A literature review was conducted on the relevant trends that can affect the management and marketing of tourism businesses. Micro case studies were also presented as practical examples of how tourism businesses have adapted to trends.

This chapter highlights the specific characteristics of the tourism industry, as well as the trends in the market/business environment. Tourism businesses need to remain aware of trends and find solutions to adapt their services and activities to take advantage of them.

This chapter is explorative in nature because it has made used of extant literature.

Tourism entrepreneurs are encouraged to stay abreast of changes in the business environment. Some of the examples provided may only be applicable in the short run but other examples have long-term impact. Valuable solutions are provided for consideration.

This chapter analyses several trends affecting the tourism industry from management and marketing perspectives. This analysis gives a better understanding of how these trends specifically affect tourism. This chapter highlights the importance of monitoring the trends and their evolution in the various markets.

The growth in the ecotourism industry has increased emphasis on sustainable practices. Despite the fact that ample research has been conducted on sustainable ecotourism practices, many ecotourism destinations fail to become sustainable. The growth of the ecotourism industry and the global population has called for greener practices to be incorporated in developing ecotourism destinations. Waterwheel, located in the Limpopo province of South Africa, is faced with this green development challenge and serves as a case study (located at the end of the chapter) for this chapter.

This chapter gives a brief overview of the green principles associated with developing ecotourism destinations. Green ecotourism destination planning is explained within the context of the tourists’ experience to highlight aspects necessary for sustainable ecotourism destination development.

Even though the green market is still in its infancy, tourists are increasingly demanding green accommodation. A green, sustainable ecotourism destination can only be developed if green principles are incorporated from the input phase. The input phase (e.g., building materials and infrastructure systems for water and energy) determines the output phase (e.g., operational materials, activities, suppliers, activities, and marketing) and, subsequently, the level of sustainability. It is therefore crucial to plan for these aspects and the level to which the destination aims to adhere to these aspects, as they are costly.

Even though research on the green economy is not a new phenomenon it has only recently trickled down to ecotourism development. This explains the lack of research currently experienced in the literature of ecotourism and a gap that should be addressed urgently. Although this chapter only briefly discusses green ecotourism development, the aspects highlighted in the chapter provides other researchers with research opportunities to pursue in an effort to bridge the gap.