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International Perspectives on Destination Management and Tourist Experiences

Insights from the International Competence Network of Tourism Research and Education (ICNT)

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Edited By Michael Lück, Jarmo Ritalahti and Alexander Scherer

The International Competence Network of Tourism Research and Education (ICNT) covers various areas of research. ICNT’s fourth book offers insights of tourism experts with a wide range of interest and expertise on the way tourism is understood and worked in different countries around the world. The first part of this volume focuses on factors influencing the management of tourism destinations, including competition, controlling, and marketing. An in-depth view into tourist experiences is offered in the second part, with examples ranging from volcano tourism to national park and wildlife tourism, and gastronomic experiences.

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Analysing the Effectiveness of Destination Canada’s Canadian Signature Experience Programme: Perspectives of Canadian ADS Tour Operators

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1.   Introduction

The Chinese outbound tourism market has experienced phenomenal growth in the past two decades. With the development of the Approved Destination Status (ADS) scheme, many countries have joined the competition for the Chinese market share. Canada obtained ADS approval in June 2010 (Destination Canada, 2011). Destination Canada has initiated innovative marketing plans and strategies in China involving developing and maintaining strong business and personal relationships with the leading wholesalers and retail travel agencies in key market regions and cities across China. A variety of marketing activities were undertaken which have increased the awareness of Canada in China and Chinese visitor numbers in Canada (Destination Canada, 2013).

The development of the Chinese tourist market brought a growing body of research in relation to development characteristics, influential factors, behaviour models, marketing strategies and destination images (Cai, Lehto, & O’Leary, 2001; Guo, Turner, & King, 2002; Huang & Gross, 2010; Pan & Laws, 2003; Tse & Hobson, 2008; Wang 2004; Yu & Weiler, 2001). Hudson and Ritchie’s case study on ‘Brand Canada 2007’ shows that Canada’s marketing has focused on the tourist experience, creating marketing messages based on these experiences to appeal to the emotions of potential travellers (Hudson & Ritchie, 2009, p. 226). Yun and Joppe (2011) analysed Chinese views on seven selected long-haul holiday destinations using Destination Canada’s Global Tourism Watch market research results and found that Chinese travellers considered ‘culture’ and ‘nature’ the most important experience factors when taking a long-haul destination...

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