From: Timmermans Deborah Sent: 28 November 2008 14:09 ________________________________ TTRI Research Seminar DMOs in UK cities are increasingly recognizing theMessage 1 of 1 , Dec 1 4:27 AMView Source
From: Timmermans Deborah
Sent: 28 November 2008 14:09
TTRI Research Seminar
DMOs in UK cities are increasingly recognizing the visitation
opportunities offered by students at local higher educational
institutions, which reflects the wider acknowledgement of this market by the tourism sector in general. Indeed students have been referred to as the ‘bread and butter’ of the tourism industry, acknowledging in particular the income expected after graduation.
University alumni therefore represent a marketing opportunity for cities in which there is substantial higher education provision.
The market potential is not restricted solely to ex-students themselves on repeat visits; as with other repeat visitors, alumni returning to their alma mater and/or its locale may be accompanied by relatives and friends and may also offer ambassadorial potential for word-of-mouth recommendation. University alumni arguably represent a viable yet largely untapped destination market segment, and whilst both student and repeat visitor markets have both featured in the academic literature and been recognised by relevant marketing agencies, the alumni market continues to be neglected relative to other student segments. The paper discusses a study, undertaken for Marketing Manchester, of the alumni market for Greater Manchester. It examines alumni motivations and constraints in relation to returning to the city and its sub-region using a sample of 837 alumni from the University of Salford. The findings, including the results from market segmentation and profiling analyses, are discussed together with their strategic implications.
Dr Peter Schofield is an Associate Director of the Management and
Management Sciences Research Institute at the University of Salford in Greater Manchester. He has published widely on various aspects of
urban tourism, consumer behaviour and destination marketing. His
current research interests include consumer decision making, destination and events marketing, resident attitudes to tourism development and service quality management with particular reference to hotel service failure and recovery strategies.
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