Pub Date : 1900-01-01DOI: 10.1079/9781789243536.0023
L. Marques
Abstract This chapter is a contribution to expand the body of knowledge of creative tourism in Africa by providing some insights on creative tourism in Kenya. It reports briefly on research performed in 2018, which had the aim of gaining a deeper understanding of creative tourism in Kenya, starting off from the supply perspective. Fourteen interviews with entrepreneurs of different type of creative tourism related= products and tourists were held in Kenya, mainly around the region of Nairobi. The aim of this chapter is to provide an overview of entrepreneurial innovations in creative tourism using Kenya as a case study, in particular creative tourism activities developed with(in) the Maasai tribe.
{"title":"Creative tourism development and innovation in Kenya: an entrepreneurship perspective.","authors":"L. Marques","doi":"10.1079/9781789243536.0023","DOIUrl":"https://doi.org/10.1079/9781789243536.0023","url":null,"abstract":"Abstract\u0000 This chapter is a contribution to expand the body of knowledge of creative tourism in Africa by providing some insights on creative tourism in Kenya. It reports briefly on research performed in 2018, which had the aim of gaining a deeper understanding of creative tourism in Kenya, starting off from the supply perspective. Fourteen interviews with entrepreneurs of different type of creative tourism related= products and tourists were held in Kenya, mainly around the region of Nairobi. The aim of this chapter is to provide an overview of entrepreneurial innovations in creative tourism using Kenya as a case study, in particular creative tourism activities developed with(in) the Maasai tribe.","PeriodicalId":342652,"journal":{"name":"Creative tourism: activating cultural resources and engaging creative travellers","volume":"16 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133257288","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.1079/9781789243536.0019
M. Delisle
Abstract This chapter presents a tourism industry perspective about key aspects of market thinking and provides tips and strategies for building a strategic marketing plan for a creative tourism initiative. The visitor profile is examined, not so much as demographic or psychographic (i.e. not what they are, which is explored earlier in this book), but to provide a collection of tools to pinpoint where they are. Market segmentation, the product/market match, and product evolution and lifecycle are then explored. Building on this, four strategies to build business opportunities through partnerships and networks are outlined. Next, key elements of the structure and requirements of the major marketing elements of the tourism industry are discussed, including the issue of market readiness and pricing structures. Bringing these elements together, the chapter closes with guidance about market planning.
{"title":"Linking creative tourism products to markets: target marketing, promotion, commercialization, and market readiness.","authors":"M. Delisle","doi":"10.1079/9781789243536.0019","DOIUrl":"https://doi.org/10.1079/9781789243536.0019","url":null,"abstract":"Abstract\u0000 This chapter presents a tourism industry perspective about key aspects of market thinking and provides tips and strategies for building a strategic marketing plan for a creative tourism initiative. The visitor profile is examined, not so much as demographic or psychographic (i.e. not what they are, which is explored earlier in this book), but to provide a collection of tools to pinpoint where they are. Market segmentation, the product/market match, and product evolution and lifecycle are then explored. Building on this, four strategies to build business opportunities through partnerships and networks are outlined. Next, key elements of the structure and requirements of the major marketing elements of the tourism industry are discussed, including the issue of market readiness and pricing structures. Bringing these elements together, the chapter closes with guidance about market planning.","PeriodicalId":342652,"journal":{"name":"Creative tourism: activating cultural resources and engaging creative travellers","volume":"8 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114991595","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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