M A S S T O U R I S M VS N A T U R A L T O U R I S M
Topic:
A critical perspective comparing advertising methods of natural and mass tourism
Mass Tourism
- The most popular form of tourism as it is often the cheapest way to holiday
- Often sold as a package deal, including travel/flights, activities, accommodation, and sometimes food
- A form of tourism that was organized tourism for large numbers of people
- Uses advertisements to attract new tourists
- Mass tourism destinations are designed for mass consumption and available to those who have access to afford visiting resorts
- Four Conditions of Mass Tourism: 1) standardized experience 2) rigidly packaged 3) undifferentiated clientele (nuclear family and couples) 4) Consume on mass levels
- John Urry’s “The Tourist Gaze 3.0”. This reading explains that the most popular form of travel in the world is mass tourism described as an enclavic, homogenization, and standardization
Natural Tourism
- One of the most prevalent forms of alternative tourism since the mid 1980s, early 1990s
- A form of responsible travel to areas of high environmental value, helps to conserve those environments, and contributes to local economies
- Responsible travel to natural areas, which conserves the environment and improves the welfare of local people
- Includes all forms of tourism where relatively undisturbed natural environments
- Also known as ecotourism
- Nature tourists are people interested in the environment, who are searching for authentic experiences, and are able to pay high prices for these trips (Munt, Mowforth)
- There’s a linkage between advertising and sales, that advertising can influence the purchase behavior
- The different ways consumers can be persuaded are: through interpersonal conversations with friends and family, by reading brochures, looking at billboards, advertisements, or browsing the Internet
- Different media channels deliver different advertisement messages and can result in different consumer responses
- TV ads: low-involvement and emotionally involving channels, reaches a mass audience, offers sight, sound, motion, and color -- has the power to force itself onto viewers
- Print ads: high-involvement and rationally involving channels, allows readers to set the pace, provide opportunity for making connections and points of interest -- a more comfortable learning environment where information is easily absorbed and integrated
- TV is more effective for quick messages, while complex messages are best understood in print media
- The utility of advertising information and perceived credibility are the two most important variables that make tourism advertising successful
Advertising and The Tourist Gaze
- Tourism is a highly visual industry, therefore it relies on stunning visuals in advertisements to keep tourists seeking new places to travel
- Advertisements are one of the greatest contributors to the Tourist Gaze because they highlight very appealing sights and landmarks places have to offer
- Because leisure and travel are seen as important by many people, there will always be a desire for new experiences and self discoveries in places outside of usual environment
- Tourism advertisements aim to sell “unique” experiences in unique locations
- Mass tourism ads create a gaze of escape and collectivity because they depict lots of leisure time with lots of people doing the same thing
- Natural tourism ads create a gaze of encounter and environmental because they depict people submerging themselves into nature
Both videos published in 2017. One has more views than the other.
QUESTIONS:
1) What stands out in the videos?
2) What video do you think has more views and what draws you to that conclusion?
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