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WTMS
SCHEDULE |
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 2004
WTMS PRELIMINARY PROGRAM |
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Note:
Program subject to change
DAY
1
| 8:00
– 9:00 |
Registration
& Signup for Workshops |
|
9:00
– 10:00 |
Opening
Session |
| 10:00
– 12:00 |
Plenary
Colloquium I:
Rising
Importance of Tourism Marketing
Marketing
has become very fashionable in recent years, and
its importance is now recognized by virtually all
tourism organizations, whether they be in the public,
private, or voluntary sectors.
Business leaders are expected to have a sound
understanding of the principles and practice of
tourism marketing.
The marketing of tourism products and services
is a complex, and in some ways, unique, activity
because of the nature of the product, the diversity
of market, and the range of marketing techniques
which are used. |
|
12:00
– 14:00 |
Welcome
Luncheon
"Let’s
Make a Deal" Sessions
|
| 14:00
– 15:30 |
7
Concurrent Interactive Workshops: |
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Traditional
vs. Tourism Marketing
Tourism
marketing is different from other types of marketing.
This workshop examines the unique characteristics
and nuances of tourism marketing that separates
it from traditional marketing.
Concepts such as marketing mix as it applies
to tourism, selection of target tourism markets,
market research and techniques, product positioning,
market segmentation, implementation of marketing
plans will be discussed. |
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Branding
Tourism & the Changing Consumer Behaviour
Effective
branding programs, comprising of market and competition
analysis, product development planning and positioning,
name and logo development are important in building
customer base.
Every tourist destination in the world has
a brand image which differentiates it from other
competing destinations.
A
case study on China’s ecotourism branding in various
provinces will be explored to see how different marketing
initiatives and media mix can be used to brand the province
and attract tourists. |
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Performance
Measurements in Tourism Marketing
Performance
measurement concepts in the field of tourism still
remain relatively new to the industry.
In general, it involves the selection, definition
and application of performance indicators, which
quantify the efficiency and effectives of service-delivery
methods. For tourism businesses, in particular,
performance measurements help to evaluate the success
of the marketing strategies in their ability to
achieve the desired outcome and objectives of the
tourism marketing plan.
This workshop looks at various performance
measurements tools such as yield-management and
also performance policies of a tourism enterprise.
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Information
Technology in Tourism Marketing:
Product Purchase, Comparison and Awareness
The
importance of information technology in tourism,
especially the Internet, has
increased tremendously over the past years. The Internet can be used as a tremendously effective tourism marketing
tool by which online tourism programs, hotel and
ticket booking, tourism route selection, and information
on destinations can all be provided.
This workshop is intended
to create a forum for discussion between leaders
in the tourism and information technology industries
and advertising experts in an effort to set technology-related
milestones for future tourism development and to
stimulate further cooperation. |
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Role
of Media in Tourism Marketing
The
media in its various forms (radio, television, newsprint,
electronic, etc) is one of the most essential aspects
in tourism marketing.
Successful marketing campaigns and promotion
strategies can be achieved through the proper use
of media. This workshop analyzes the costs and benefits
of marketing and public relations media in tourism,
as well as new media in tourism today.
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Human
Capital & Communications:
Management for Marketing Tourism
The
need to develop the required human resources in
various segments of the tourism industry has become
imperative as a consequence of the rapid growth
in tourism, rapidly changing technology and dynamic
changes in the international tourism market.
Efficient tourism
communications, including public and media relations,
promotion and branding, will also play
a crucial role in future tourism development. This workshop examines the major
problems and constraints involving human resources
development such as
shortage of qualified manpower; shortage of tourism
training infrastructure and qualified trainers;
and lack of strategies and policies for human resources
development in the tourism sector.
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Innovative
Marketing Strategies:
A Look at the Provincial Government’s Tourism
Plan
Today,
there
is a need to draw up corresponding marketing strategies
to reach out to potential clients, as well as to adapt to new tourism products and
services.
At a time of changing market conditions and
increasing competition, companies and governments
must prepare a focused and versatile marketing plan.
This
workshop looks at one of China’s provincial government
tourism plan including
the preparation of a long- and short-term provincial
tourism development policy and plan, landuse planning
and feasibility analysis for priority development
sites, and a tourism marketing strategy and promotion
program. |
|
15:30
– 16:00 |
Coffee
Break |
| 16:00
– 17:30 |
7
Concurrent Interactive Workshops (repeated)
|
|
17:30
– 19:30 |
"Let’s
Make a Deal"
Formal Session |
| 19:30
|
Welcome
Reception & Dinner
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DAY
2
| 8:00
– 9:00 |
Breakfast
Buffet |
|
9:00
– 10:00 |
Opening
Session |
| 10:00
– 12:00 |
Plenary
Colloquium II:
Standardization
and Quality Control in the Tourism Industry
Adhering
to international tourism standards can be used to
build new markets, develop trade, broaden consumer
safety and protection, and ensuring a healthy, orderly
development of the industry. In recent years, China
has strengthened administrations of the tourism industry, enhancing
tourism service qualities, introduced
ranking system for tourism areas to promote the
quality upgrading of tourism products, and started to formulate the standards in
collaboration with the World Tourism Organization.
|
| 12:00
– 14:00 |
Luncheon
"Let’s
Make a Deal" Sessions |
| 14:00
– 15:30 |
7
Concurrent Interactive Workshops:
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City/Urban Tourism Marketing
Promoting
Beijing as a first-class metropolis and a destination
of tourism featuring the Orient is the chief goal
of China’s
“10th Five-year Plan” and tourism development
plan by 2020.
Beijing’s successful bid in the 2008 Olympics
has moved up the time ten years
ahead of schedule.
Now
challenges lie in identifying competitors and collaborators
in attracting visitors, which will enable China’s
tourism planners to better analyze their market.
This, as well as identifying the behaviours
of city tourists, developing marketing strategies
for museums and art galleries, and identifying demand
factors in city tourism are all areas where China
should begin to focus more attention as they integrate
into the global tourism market. |
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Selling
Ecotourism
Products & Services
Ecotourism
came into prominence in the eighties as a strategy
for reconciling conservation with development in
ecologically rich areas.
Ecotourism could generate economic benefits
at local and national levels and thus create incentives
for action to conserve the resources on which it
depends. This
workshop looks at the special considerations in
selling ecotourism products and services, as well
as how marketing ecotourism can contribute to the
preservation of environmental resources and increase
market response to sustainability issues.
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Heritage
& Ethnic Tourism Marketing
As one of
the most culturally- and historically-rich country in the
world, Chinese culture and heritage remain
relatively mystic to most foreigners.
Using cultural/heritage tourism marketing
as a focal point will serve to promote growth in
remote areas of the country, to preserve
deteriorating ethnic cultures and social values, and to overcome
foreign misperceptions about China. Heritage
and ethnic tourism
development can be done through
heritage site promotions, adoptive reuse of old
buildings for heritage hotels, and managing the
implications of tourism, tourists and local residents
on heritage site development.
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Hospitality Marketing
After
more than two decades of receiving affluent tourists
and senior officials from Western countries, China
is greeting a new generation of visitors - budget-conscious
tourists with few accommodation options.
Unlike business travelers, backpackers want
delightful experiences away from five-star, neon-lighted
luxury towers. Foreign
hotel giants, anxious to grab a share of the growing
niche market, have been developing strategies to
attract budget-conscious tourists.
This workshop looks at the changing hospitality
clients and the implications on marketing, as well
as discusses the fundamental differences between
marketing tangible products and hospitality/travel
services. |
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Aviation
& Transportation Tourism Marketing
China's
aviation industry has opened direct air routes around
the globe, and has attracted worldwide attention
with its flight safety record. China is targeted to become the world's No 3 by 2020
in terms of aviation passenger and cargo turnover.
It currently ranks sixth in the world.
Today,
demographics of air travel are changing because
of favourable economic conditions in China. Given
rapid growth in the industry, it is important for
China to concentrate on human resource development
in the aviation industry.
Managing is an extremely sensitive undertaking
in an industry that is so capital intensive, and
revenues are so uncertain.
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Travel
Insurance:
Development & Promotion
Since
the increase of tourists has encouraged greater
attention on risks and accidents in the tourism
sector, China
is actively working on changing regulations to allow
for wider sales of personal travel
insurance.
Challenges remain in the diversity of product
choices, coverage of potential travel risks, public
awareness of insurance, and sales network for travel
insurance. This workshop looks into the global and Chinese travel
insurance markets, underlying
travel trends and changes in travel behavior following
recent global events along changing distribution
patterns of travel insurance. |
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Food
& Beverage Tourism Marketing Management
This
workshop examines the importance of food and beverage
tourism to regional tourism development.
Destination management planning and marketing
initiatives for specific markets can be adapted
and applied to a wider range of food and beverage
tourism settings. Collective marketing strategies, design factors for online
tourism information, and the use of food images
in promotional material and positioning strategies
all play a significant role in linking the food
and beverage industry with the tourism industry.
|
|
15:30
– 16:00 |
Coffee
Break |
| 16:00
– 17:30 |
7
Concurrent Interactive Workshops (repeated)
|
|
17:30
– 19:30 |
"Let’s
Make a Deal" Formal Session |
| 19:30
|
Dinner
Party & Cultural Show |
DAY
3
| 8:00
– 9:00 |
Breakfast
Buffet |
|
9:00
– 11:00 |
Plenary
Colloquium III:
Strategic
Leadership in Global Tourism Marketing
Globalization
has created a far more competitive tourism industry
than ever. Successful tourism businesses understand
their customers and develop effective marketing
strategies that reach the international markets,
as well as establish tourism partnerships and cross-promotions
opportunities.
China has stepped up its efforts in developing
and promoting its tourism industry over the last
few years. With its vast and diverse geography,
China and its respective provinces and cities must
focus on greater marketing efforts to establish
a unique competitive advantage in the global tourism
market.
|
| 11:00
– 11:30 |
Coffee
Break |
|
11:30
– 12:00 |
Reports
from All Interactive Workshops
|
| 12:00
– 13:00 |
Closing
Session: Awards & Deal Signing Ceremony
|
|
13:00
– 20:00 |
2004
Culinary Fest (in partnership with the Host City)
|
| 20:00
– 23:00 |
2004
Beauty Pageant (in partnership with the Host City)
The
beauty pageant allows WTMS participants to vote
for Miss [Host Province] Universe and Miss [Host
City] Universe.
The two winners will represent the province
and the city as the Provincial Tourism Ambassador
and City Tourism Ambassador, respectively.
Exclusive broadcasting rights of this event
will be given to a national television station and
a local television station.
The format of the WTMS Pageant will primarily
follow the Miss
World and the Miss Universe beauty pageants.
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