guam torism industry

8/7/2019 Guam torism industry

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TOURISM INDUSTRY

GUAM VISITORS BUREAU


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Team Members

Anshita Gauri

Jitendra Kumar

Sumit Dua

Gagandeep Singh


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Guam


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Guams Beauty


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History and Background

Had a population of 1,75,000

Was under Spanish flag in 1521

In 1898 US ruled the island

During second world war Japan ruled it


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History cont

During second world war US took over the

island

Currently is a territory of US


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Tourism Industry of Guam

Guams tourism industry started in 1962 whenpresident Kennedy lifted restrictions to island

In 1967 first Airways jet landed on Guam with109 Japanese visitors

Guams success was based on Sea, Sand, Sun& Duty free shopping & world war IImemories


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Hotels in Guam

There were 30-35 hotels in Guam in which maximum are of4-5 star range.

Guam also had numerous one star hotel & only one two starhotel with limited service.

Ken Corp (Japan) alone owned more than 20% of all hotelrooms in Guam

Most hotel investment was from either Japan or USmainland


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Visitors Profile

JAPAN

a. Guam was 3.5-4 hours flight from Japan

b. Of total visitors, 80% were from Japan, mostwere young

c. More than 90% came for pleasure

d. Average stay period was 3-4 days and spent$585 during stay


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Visitors profile cont

KOREA

10% visitors were from Korea and rest from nearby countries likeChina, Taiwan & Hongkong

Korean tourists spent $506 during their stay

USA

Few visitors visited Guam from US mostly to see World War IIheritage


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Guam Visitors Bureau (GVB)

The Guam Tourist Commission, operating underthe Guam Department of Commerce in 1963

It promoted Guam with $15000 as a touristdestination

GTC was renamed the Guam Visitor Bureau in1970

Its annual budget $15 million with 28 employees& offices in Japan, Korea, Hong Kong & Taiwan


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Interest Groups on Guam

Guam Hotel & Restaurant Association

(GHRA)

Guam Tourism Foundation (GTF)

Japan Guam Travel Association (JGTA)


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Transportation

Highly dependent on airlines

Some of the airlines were continental

micronesia,northwest airlines, Japanairlines, Korean air, China airlines & Philippineairlines

Most of Guams supplies were transported by ship Bus & rental car were the source to visit inside

Island


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Guams Attractions

Man MadeAttractions

Shopping

Malls

Health

Entertainment/ Activities

Golf and Others

(Exhibit 4)


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Guam Attractions Cont

NaturalAttractions

Beaches

Mountains

Lookout Points

Waterfalls

Dive spots

(Exhibit 5)


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Attractions Cont

CulturalAttractions

World War II Memorials

Spanish- Museums, Church, Bridges

Chamorro- Lovers Point, Parks, Village

Others

(Exhibit 6)


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Competitors

China- Shanghai, Hainan, Hongkong

Indonesia- Jakarta, Bali

Korea- Seoul, Busan, Jeju

Malaysia- Kuala Lumpur Northern Mariana Island- Saipan, Rota

Philippines- Manila

Singapore

Thailand- Bangkok, Pattaya

United States- Hawaii

Vietnam-Ho Chi Minh City, Saigon

(Exhibit 7)


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Destination image position in Japan

Bali

Thailand

Philippines

China Korea

Saipan

Guam

Okinawa

Australia

Hawaii


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Flighttimes fromJapan tomajor destinations

8 HOUR

4 HOUR

2-hour

JAPAN

4

GUAM

(USA)

6-7

HAWAII

(USA)

5

HONGKONG

4

MANILA

(PHILIPPINES)

2

SEOUL

(KOREA)3-4

JEJUISLAND

(KOREA)

5

BANKKOK

(THAILAND)

5

HO-CHI-MINH CITY

(VIETNAM)

5

SHANGHAI

(CHINA)

7

JAKARTA

(INDONESIA)7

BALI

(INDONESIA)

6-7

KULALUMPUR

(MALASIA)

6

SINGAPORE

3-4BUSAN

(KOREA)


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DESTINATIONIMAGEPOSITIONINKOREA

Bali

Thailand

Saipan

AustraliaHawaii

Japan

China

Philippines

Guam

Jeju &

Other

domestic


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Problems for GVB

US Military made it more sensitive

Hotels did not provide quality services according to

customers view

According to research most of Japanese visitors and

80% of Korean visitors who visited Guam firsttime, would not return here again


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Problems Cont

Investment capital on island was limited

Effect of World war II could still be felt

Slow and Surly service by hotels and transportation

Most traffic Signage were in Japanese language, non-

Asian tourists complained that they sometimes felt onJapanese island rather than in the U.S.


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Cont

Competition had increased

Customer had more options now as other countries

had copied the attractions

Lack of sophistication and development

Lack of Differentiation


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Stable growth

0

200000

400000

600000

800000

1000000

1200000

1400000

1960 1965 1970 1975 1980 1985 1990 1995 2000 2005 2010

Visitors


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GUAM PRODUCT LIFE CYCLE


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Solutions

Segmentation

Differentiation

Contact with companies, Schools, Colleges

Improve quality of services


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Solutions Cont

Good marketing Strategies

a. Emotionally targetthe customers- Inmemory of all soldiers died during World War

II, GVB can conduct some events to pay

tribute to all the soldiers

b. Event Marketing


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Solutions Cont

Sports events like Beach cricket, Volleyball tournaments,

wrestling championships can be a great success and by

inviting celebrities events can be promoted


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guam torism industry

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