I. Catering to the Baby Boomer Generation
As baby boomers move into mid-life and retirement, their expectations for travel
will shift toward educational, self-improvement, and in-depth experiences. Destinations
featuring cultural tourism, heritage tourism, sports tourism, active tourism,
adventure travel, and eco-tourism will be in greater demand. These experiences
are travel preferences not traditionally associated with seniors and require
new promotional and marketing strategies to attract the boomer group. II. Preserving the Quiet of Rural Destinations
Travelers from urban centers often choose rural places as vacation destinations,
attracted by the quieter, less frenzied pace and the opportunity to engage in
unique recreational and cultural activities. Maintaining this ambiance is crucial
to sustain urban visitors' expectations and requires careful management.
A destination's capacity dictates the visitors it can accommodate without
negatively effecting resources or local residents' quality of life. While
increasing visitors may be a goal, small communities must consider the price
of hosting tourists. As a result, destinations will increasingly emphasize sustainable
tourism.
III. Volunteer Vacations
Volunteer vacations are a growing niche in the tourism industry. Travelers are
looking for opportunities to travel with purpose—to enjoy time off but
to give something back by repairing trails, cleaning up the environment, teaching
English, or restoring historic sites. Although the market for these trips is
larger outside the United States, several domestic programs are offered through
groups like Wilderness Volunteers, Passport in Time, and the American Hiking
Society.
IV. Using the Internet to Market Destinations and Plan Travel
Travel is expected to be the world's largest e-commerce segment by 2005;
so, destinations should deliver services through electronic channels. Small
attractions and institutions can compete with industry giants for market share
by offering easily accessible information and trip planning tools online. With
so many choices available, destinations should use relationship marketing and
develop integrated distribution channels to reach customers.
V. International Travel Continues to be Volatile
International travel to the United States will continue to be volatile in the
short term, given concerns over security, the cost of gasoline, the strength
of the dollar, and an unhealthy airline industry. Since 1995, the United States
has not had an international tourist office, and many states are cutting their
own tourism budgets and staff. More than ever, programs seeking funding must
show increased sales tax revenues, generate more spending, or provide a high
return on investment.
VI. Partnerships are Increasingly Important
Retail and travel companies are joining forces to cross-promote products. For
example, the Timberland Company has teamed up with a tour operator to promote
outdoor adventure destinations through advertising and point-of-sale materials
at retail stores. Partnerships such as this increase existing resources and
attract new ones.
Tourism Development
State Tourism Contacts
Economic Effects of Tourism in Appalachia
Key Trends Affecting Tourism
Profiles of Potential Target Markets
Growing Appalachian Economies Through Craft
Report on Tourism and Craft
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