Toronto's Tourism Industry: Recovery from Crises

Paper Summary:

This paper examines how during 2003, Toronto's tourism and hospitality industry was significantly hampered by four major crises: An outbreak of SARS, West Nile Virus, Mad Cow disease and an electrical blackout. It discusses how although every individual within the Greater Toronto area (GTA) was affected in some manner, the tourism industry was the most radically influenced and how the cumulative onslaught of the aforementioned events drastically reduced the number of visitors to the once thriving metropolis and threatened the livelihood of the city. It details the issues encountered by Toronto's tourism industry during 2003 and the recovery methods that were instituted in order to endorse the city as an attractive tourism destination.

From the Paper:

"In order to regain the trust of travelers, positive advertising campaigns were initiated through mass mediums to the general public to highlight the positive elements that Toronto had to offer. The majority of the campaigns launched throughout the city were aimed at promoting Toronto through two key marketing concepts. These included (1) product bundling - offering a complete package to consumers at a reduced rate, and (2) reduced pricing - discounts placed upon specific offerings of the tourism sector. These concepts were based upon a loss-leader marketing strategy, whereby a very low price is charged for a product or service to entice customers into subsequently purchasing higher cost items. Mirvish Productions initiated one of the first examples of product bundling."

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