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Destination marketing

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Destination marketing

  1. 1. Destination Marketing
  2. 2. The role of destination marketing in tourism A destination has four key elements:  Attractions and activities  Amenities and facilities  Accessibility  Image (emotions aroused by marketing)
  3. 3. The Destination IS the Product  In destinational marketing the core product IS the destination  Marketers need to find a segment/segments of the market whose needs match the core product then match demand and supply.  Responsibility for destinational marketing often rests with government-funding National Tourism Organisations, such as the regional tourism body. (In NZ - the local RTO)
  4. 4. NTO’s role in marketing 74% of all NTO”s (around the world) engage in marketing, either/both domestic and international. Two key functions:  Formulation and development of tourism products or services  Promotional function: image creation, positioning strategies, knowledge awareness of the country in generating markets
  5. 5. Destination Marketing  Private sector marketing also takes place and may be the larger marketer in a sector or region. Eg: international airlines  NTO’s often assume responsibility for the ‘umbrella’ campaign’ aimed at creating awareness/interest in a specific country, and will engage with private sector companies in that campaign.
  6. 6. Positioning Marketing Mix Market A Market B Market C SWOT Analysis MARKETING STRATEGY Marketing Objective Market Research Market Segmentation and target marketing Research Destination Objectives Resource analysis Environmental Scanning The destinational marketing process [Collier 2006]
  7. 7. Marketing ‘Destination New Zealand’ Tourism NZ Mission: To ensure that New Zealand is so marketed as a visitor destination as to maximize long term benefits to New Zealand’
  8. 8. How has tourism demand changed in NZ? Demand:  Today’s visitors are looking for more than a holiday.  Visitors want an experience.  Visitors want culturally authentic connections.  Tourism demand has broadened beyond the original sites of NZ Tourism. Visitors like to see as much as possible, bearing in mind how far many of them have travelled to get here!  Demand for Canterbury and Christchurch has shifted since the 2010 earthquakes
  9. 9. How has tourism supply changed to meet demand?  New tourism experiences and products  Improvements in accommodation standards to reflect increased visitor expectations  Hospitality operators working hard to provide world class cuisine and wine and raised standards in service delivery.  Maori tourism operators have expanded their product range to deliver culturally authentic tours.  Improvements to infrastructure to meet tourism demand includes extensions to airports, development of new cruise ship terminals.  New tourism products include: adventure tourism - jet boating, hang gliding, river rafting, mountaineering, glacier ski-ing, yachting, motor cycle tours)  New experience tourism – wine tasting, culinary tourism, farm stays  Film related tourism – The Piano, Lord of the Rings, the Hobbit

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