Issue link: http://tourismwpg.uberflip.com/i/134953
Ten Spa: McFadden Design Studio leisure market development The global tourism market is highly competitive with increasingly refined and sophisticated visitor needs focused on the experiential. Travel is no longer about visiting places passively and sightseeing through the lens of a camera. It has been transformed by active engagement itineraries, local lore experiences, the feel-good factor and the opportunity to make new friends—all translating into poignant take-home memories. A product is what you buy, while an experience is what you remember. Visitors have their own perspectives, values and expectations that influence their reaction to a product. They use those perspectives and values to select the product, and are demanding of what they expect in return. People are motivated to travel to: Unwind and take a break from the pressures of life or work Indulge in travel as a luxury for having achieved a certain economic status Experience other cultures, learn the history and sample local life experiences Other factors that affect visitor's buying preferences include: Choice of product experiences ranging from luxury to basic conditions depending upon affordability Convenience of arranging travel with a group or customizing own arrangements that result in the experience they seek and value Cost factors regarding upgrades, side trips, more expensive meals, etc. Control depending on the sense of autonomy from buying travel through a travel agent or as a do-it-yourselfer Travel is also motivated by special interests and passions. There are segments (groups of people that share common characteristics and may be interested in similar experiences, e.g. student groups) and niches (groups of people interested in a particular product or service, e.g. architecture enthusiasts). A fit between these groups and the experience a city has to offer, either now or in the future, presents an opportunity for tourism growth. Seek stimulation and activity for adventure travel experiences Participate in special activities such as research, education and fellowship 20 A Master Tourism Plan for Winnipeg | 2011-2015 | 2013 UPDATE