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Handbook on Marketing Transnational Tourism Themes and Routes Handbook on Marketing Transnational Tourism Themes and Routes Fundada en 1948, la Comisi—n Europea de Turismo (CET) es una organizaci—n sin ‡nimo de lucro cuyo papel es comercializar y p romover Europa como destino tur’stico en los mercados extranjeros. Los miembros de la CET son las organizaciones nacionales de turismo (ONTs) de treinta y tres pa’ses europeos. Su misi—n es proporcionar valor a–adido a los miembros alentando el intercambio de informaci—n y habilidades de gesti—n as’ como concienciar sobre el papel que juegan las ONTs. http://www.e-unwto.org/doi/book/10.18111/9789284419166 - Monday, January 15, 2018 6:44:02 AM Université du Québec à Montréal IP Address:132.208.45.83 http://www.e-unwto.org/doi/book/10.18111/9789284419166 - Monday, January 15, 2018 6:44:02 AM Université du Québec à Montréal IP Address:132.208.45.83 Handbook on Marketing Transnational Tourism Themes and Routes http://www.e-unwto.org/doi/book/10.18111/9789284419166 - Monday, January 15, 2018 6:44:02 AM Université du Québec à Montréal IP Address:132.208.45.83 Copyright © 2017, World Tourism Organization (UNWTO) and European Travel Commission (ETC) Cover photo: Copyright © Olga Danylenko Handbook on Marketing Transnational Tourism Themes and Routes ISBN UNWTO: printed version: 978-92-844-1915-9 electronic version: 978-92-844-1916-6 ISBN ETC: printed version: 978-92-95107-11-3 electronic version: 978-92-95107-10-6 Published by the World Tourism Organization (UNWTO) and the European Travel Commission (ETC). Printed by the World Tourism Organization, Madrid, Spain. First printing 2017. All rights reserved. The designations employed and the presentation of material in this publication do not imply the expression of any opinions whatsoever on the part of the Secretariat of the World Tourism Organization or the European Travel Commission concerning the legal status of any country, territory, city or area, or of its authorities or concerning the delimitation of its frontiers or boundaries. World Tourism Organization (UNWTO) European Travel Commission (ETC) Calle Poeta Joan Maragall, 42 Rue du Marché aux Herbes 61 28020 Madrid 1000 Brussels Spain Belgium Tel.: (+34) 915 678 100 Tel.: (+32) 2 - 548 90 00 Fax: (+34) 915 713 733 Fax: (+32) 2 - 514 18 43 Website: www.unwto.org Website: www.etc-corporate.org E-mail: [email protected] E-mail: [email protected] Citation: World Tourism Organization and European Travel Commission (2017), Handbook on Marketing Transnational Tourism Themes and Routes, UNWTO, Madrid. All UNWTO and ETC joint publications are protected by copyright. Therefore and unless otherwise specified, no part of a UNWTO and ETC publication may be reproduced, stored in a retrieval system or utilized in any form or by any means, electronic or mechanical, including photocopying, microfilm, scanning, without prior permission in writing. UNWTO and ETC encourage dissemination of their work and are pleased to consider permissions, licensing, and translation requests related to UNWTO and ETC publications. Permission to photocopy this material in Spain must be obtained through: CEDRO, Centro Español de Derechos Reprográficos Tel.: (+34) 913 08 63 30 Calle Monte Esquinza, 14 Fax: (+34) 913 08 63 27 28010 Madrid Website: www.cedro.org http://www.e-unwto.org/doi/book/10.18111/9789284419166 - Monday, January 15, 2018 6:44:02 AM Université du Québec à Montréal IP Address:132.208.45.83 Spain E-mail: [email protected] For authorization of the reproduction of UNWTO works outside of Spain, please contact one of CEDRO’s partner organizations, with which bilateral agreements are in place(see: www.cedro.org/en). For all remaining countries as well as for other permissions, requests should be addressed directly to http://publications.unwto.org/en/content/rights-permissions. Table of contents Acknowledgments 9 Foreword 11 Executive summary 13 Introduction 19 Section 1 Global and European overview of themed tourism and tourism routes 23 Chapter 1 Exploring and defining key concepts 25 1.1 What is a tourism theme? 25 1.2 Grouping or classifying themes 27 1.3 The concept of route 28 1.4 Collaboration in the development of tourism themes 30 1.5 The role of marketing 31 1.6 Case study 1: Marketing a cultural theme: historic thermal towns 32 1.6.1 Origin and purpose 33 1.6.2 The theme 33 1.6.3 Marketing work 34 1.6.4 Future ambitions and issues 34 1.6.5 Conclusions and learning points 34 Chapter 2 Tourism, themes and experience 37 2.1 Themes, culture and experience 37 2.2 The growth of experiential tourism 39 2.3 Experiential marketing 41 2.4 Drivers of experiential, theme-based tourism 42 2.5 The benefits of themed networks and routes 44 Building themes and bundling experience 45 2.6 http://www.e-unwto.org/doi/book/10.18111/9789284419166 - Monday, January 15, 2018 6:44:02 AM Université du Québec à Montréal IP Address:132.208.45.83 2.7 Case study 2: Experience and storytelling – the Via Francigena 48 2.7.1 Origin and purpose 48 2.7.2 The theme 49 2.7.3 Marketing work 49 2.7.4 Future ambitions and issues 50 2.7.5 Conclusions and learning points 50 Chapter 3 Making theme-based tourism transnational 53 3.1 The power of transnational themes 53 3.2 The challenges of transnationality 54 3.3 Issues in transnational branding 56 3.4 Visitor perceptions of transnationality 58 3.5 The policy context 59 3.6 Case study 3: Making it transnational – The Alaska Highway 61 3.6.1 Origin and purpose 62 3.6.2 The theme 62 3.6.3 Marketing work 62 3.6.4 Future ambitions and issues 63 3.6.5 Conclusions and learning points 63 Chapter 4 Six types of transnational themed tourism 65 4.1 Proposed classification of transnational initiatives 65 4.2 Localized, cross-border initiatives 66 4.3 Itineraries and travel corridors initiatives 66 4.4 Thematic or cultural networking initiatives 68 4.5 Sustainable environmental management initiatives 68 4.6 Theme and experience initiatives 70 4.7 Strategic regional cooperation initiatives 71 4.8 Case study 4: Grass-roots cultural initiatives – The Trail of Tears 71 4.8.1 Origin and purpose 72 4.8.2 The theme 72 4.8.3 Marketing work 72 4.8.4 Future ambitions and issues 72 4.8.5 Conclusions and learning points 73 Chapter 5 European mapping of transnational theme-based tourism 75 5.1 Introduction to the European mapping 75 5.1.1 Europe as an example 75 5.2 The western and central Mediterranean initiatives 76 5.3 The Balkans and eastern Mediterranean 78 North-eastern Europe 80 5.4 http://www.e-unwto.org/doi/book/10.18111/9789284419166 - Monday, January 15, 2018 6:44:02 AM Université du Québec à Montréal IP Address:132.208.45.83 5.5 Scandinavia and the Baltic 82 5.6 The North Sea, Channel and Atlantic fringe 84 5.7 From the Rhine to the Vistula, the Elbe to the Danube 86 Section 2 A practical guide to developing transnational themed routes 91 Introduction to the practical guide 93 Chapter 6 Planning and preparation 97 6.1 Pre-assessing the project 97 6.2 Determining the model 98 6.3 Formulating the theme 99 6.3.1 Theme construction 99 6.4 Situation assessment, including asset and market evaluation 101 6.5 Consultation and team building 102 6.5.1 The process of consultation 103 6.6 Case study 5: Step-by-step planning – the Wadden Sea 104 6.6.1 Origin and purpose 104 6.6.2 The theme 105 6.6.3 Marketing work 105 6.6.4 Future ambitions and issues 107 6.6.5 Conclusions and learning points 108 Chapter 7 Targeting the customer 109 7.1 Understanding the market 109 7.2 Positioning and differentiation 111 7.3 Adding visitor value 112 7.3.1 Creating experiences 113 7.3.2 Personalising experience 115 7.3.3 Storytelling 116 7.4 Branding 118 7.5 Case study 6 – Sacred sites in the Kii Mountain Range 118 7.5.1 Origin and purpose 118 7.5.2 The theme 118 7.5.3 Marketing work 119 7.5.4 Future ambitions and issues 119 7.5.5 Conclusions and learning points 119 Chapter 8 Developing the product: the keys to success 121 8.1 Keeping things simple 121 Harnessing local energy 122 8.2 http://www.e-unwto.org/doi/book/10.18111/9789284419166 - Monday, January 15, 2018 6:44:02 AM Université du Québec à Montréal IP Address:132.208.45.83 8.3 Structuring and clustering 124 8.4 Maintaining quality 125 8.5 Building development capacity 127 8.6 Following the market 128 8.7 Case study 7: Building networks – The Danube Route 129 8.7.1 Origin and purpose 129 8.7.2 The theme 130 8.7.3 Marketing work 130 8.7.4 Future ambitions and issues 132 8.7.5 Conclusions and learning points 133 Chapter 9 Taking it to market 135 9.1 Engaging with the tourism industry. 135 9.2 Engaging with the media 136 9.3 Working with tour operators 137 9.3.1 Working with cruise operators 138 9.4 Choosing the right tools 139 9.4.1 Tools for living cultural themes 139 9.4.2 Interpreting history and tradition 140 9.4.3 Supporting linear routes or circuits 141 9.4.4 Tools for tourism in natural areas 142 9.5 Social networks 142 9.6 Marketing through events 143 9.7 Capacity building 144 9.8 Case study 8: Global challenges – the Greater Mekong 145 9.8.1 Origin and purpose 145 9.8.2 The theme 145 9.8.3 Marketing work 146 9.8.4 Future ambitions and issues 146 9.8.5 Conclusions and learning points 147 Chapter 10 Further case studies 149 10.1 The choice and writing of the cases 150 10.2 Target and results 150 10.3 Transnational themes in the marketing of towns and cities 150 10.3.1 Case study 9: The European Federation of Napoleonic Cities 151 10.4 High-influence transnational tourism 154 10.4.1 Case study 10: the Silk Road 154 Slow tourism and travel 158 10.5 http://www.e-unwto.org/doi/book/10.18111/9789284419166 - 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