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Laos Search Engine Optimization by jennyyingdi

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									Integrating business skills into
    ecotourism operations:
      Tourism Marketing
             June 2012




    Kirsten Focken
              Agenda

   Tourism Marketing Overview
      - Tourism system/destinations
      - Marketing Strategy
   Target Marketing / Segmentation
   Distribution Channels
   Branding
   Marketing Tools
                   Marketing

   Marketing is a activity, set of institutions, and
    processes for creating, communicating,
    delivering, and exchanging offerings that have
    value for customers, clients, partners, and
    society at large.
   Tourism Marketing is a continuous, sequential
    process through which management in the
    hospitality and travel industry plans, researches,
    implements, controls, and evaluates activities
    designed to satisfy both customers’ needs
    and wants and their own organization’s
    objectives.
       Destination Marketing

   Destination Marketing is the management
    process through which the National Tourist
    Organization and/or tourist enterprises
    identify their selected tourists, communicate
    with them to influence their wishes, needs,
    motivations, likes and dislikes, on local,
    regional, national and international levels,
    and to formulate and adapt their tourist
    products accordingly in view of achieving
    optimal tourist satisfaction thereby fulfilling
    their objectives.
      Marketing
How to put it together?
               Marketing

                    Needs, wants
                    and demand




Markets                                        Products




      Exchange,                   Value,
     transaction,              satisfaction,
     relationship                 quality
         What is Tourism Marketing

   Product
       Develop key attributes (e.g.
        nature, culture, people,
        adventure,...)
       Quality of Services (accomodation,
        restaurants, transport...)

   Place
       Sell directly to the identified target
        markets
       Through Intermediairies or other
        service providers
         What is Tourism Marketing

   Promotion
       Develop tools to communicate the product to
        the target markets

   Price
       Competitive Pricing for packages, tours and
        single products (hotels, transportation,
        entrance...)

   People
       Develop capacity and knowledge
          The Tourism System
                                                   DESTINATION

                                SUPPORT
  TOURIST
                                SERVICES         COMMUNITY
GENERATING                       SECTOR
 REGIONS
= DEMAND SIDE                          DESTINATION
  International     TRANSIT            = SUPPLY SIDE
                                        FRONT LINE
    Tourists        REGION
                                          SECTOR
Domestic Tourists

                              BIO-PHYSICAL       GOVERNMENT
                              ENVIRONMENT
                   Destination - Markets
Destinations Europe                                             Travelers
                       NTO
                                           Internet
               Attractions
                                                              Travel
    Airlines         Transport                               Agencies
                                       Inbound   Outbound
                                          TO        TO
Other: restaurants,          Hotels
Handicraft, souvenirs


                                                                          Other: restaurants,
                                      Outbound   Inbound    Hotels        Handicraft, souvenirs
                    Travel               TO         TO
                   Agencies                                    Airlines        Transport

                                           Internet                  Attractions

                                                                      NTO

                 Travelers                                  Destinations Asia
Why a Marketing Strategy

        Achieve the overall vision for
         tourism development:
           sustainable growth
           income generation
        Develop a long term consistent
         image of the destination/company
         on international travel markets
        Understanding strengths and
         weaknesses
        Focus investments and
         developments
Why a Marketing Strategy

         Assure that all stakeholders work
          in the same direction
         Assign responsibilities
         Develop Action plan – Roadmap
          Marketing strategy is about
          making choices

       deciding doing the right things
             Overview Marketing
               Strategy + Plan

     Tourism Market                      Tourism Product
Arrivals, Origin, type of tourists…    Assets, Attractions, Hotels…
                                                                            Analysis

          Trends / Competitive Position / SWOT Analysis

Define overall guiding marketing strategy and strategic objectives          Strategy

                                                            Place /
   Product           Promotion           Price                              Plan
                                                          Distribution




    Public – Private - Jointly        Primarily private sector activities
Writing a Marketing
 Strategy + Plan
Example Laos
   “ Tourism is like an
  iceberg. It is easy to
 describe the part that
   stands out from the
 water but very hard to
be precise about exactly
   what lies beneath.”
                Market Analysis
   Where is my product / service / destination
    situated?
   What type of visitors
       Regional, Domestic, Long haul, Short haul
   What is the perception of tourists
   What is the travel behavior
   Define the market potential and connect to
    other destinations
   Select business partner and other
    stakeholder
   Develop products across provinces, regions,
    countries etc.
Target Marketing
Why having Target markets ?

   Target the markets with the highest benfits
   Limited marketing budget
   Limited capacity to receive tourists
   Some people like your destination more than
    other
   Some people spend more money than other
   Some people stay longer than other
   No market is attracted if the destination tries
    to be all things to all people

          You should be in control and decide
              who the future tourists are
          Target Market Segments
Group of people that are defined according
to selected attributes
 Define groups on the basis of attributes:
       Where they come from
       Age, gender, etc
       What they like to do
   Identify what is important to your customers
    and rank these
   Define what is important to your destination
   Identify primary/secondary markets
Marketing Channels
Direct Marketing to consumers

 Advertisement campaigns (print or online)
 Printed material (brochure, email)

 Tourism trade shows for public

 Press + Media

 Internet: get listed on

  special websites
  (e.g. sustainable travel,
 adventure travel, UNESCO)
         Business to Business
              Marketing
   Trade shows / Exhibitions
   Direct contact: letter, email, visit
   Brochure, leaflet, quotations
   Trade Media (tourism publications)
   Associations (PATA etc)
   Internet: member of trade groups and
    networks
     The Travel Industry




               Inbound Tour Operators




  Member         Outbound Tour Operators
organization          - Specialized
                         - Major




               Travel agency
What is a brand?
          What is a Brand?
                                            NOT:
 Core essence / characteristics
                                            Logo
 Holistic sum of all information about a
  product or group of products              Slogan

 Set of values                             Campaign
 DNA – runs through all                    Brochure
  communication
                                            Design
 Brands create value by generating
  demand and securing future earnings       Product
  for the business
          Live the Brand
 Perform attitudes and behaviors that are
  compatible with the brand promise
 Develop consistent communication to be
  memorized, classified and recognized by
  tourists, tourism trade and partners.
 The main elements:

    Logo, colors, images and pictures

    Key messages (core values, brand
     statement, slogan…)
 Adapt to target market
                     Marketing tools

Press and media
    relations                                              Website / Internet
  Ensures growing
    awareness                                                Marketing
                        Publications /                     Increase awareness
                                                            and inform tourists
                        Brochures
                       Contains key messages,
                           words, images




                       • Flyer, Brochure
                                                         Fairs + Exhibitions
Information centre     • Map                             Create and strengthen
  Informs tourists     • Calendar of festivals          awareness in the tourism
    where to go        • Special interest (adventure,         businesses
                         culture, biodiversity, …)
             Promotional Program

                                               Press
                                               Relations
                                               Advertise-
                                               ment
                                   Establish
           Define       Evaluate
Identify                           Marketing   Events
           Objectives   options
Target                             Mix =
           for          and
Audience                           Marketing
           Promotion    budget                 Publications
                                   Tools

                                               Information
                                               Centre

                                               Internet
               Publications
All publications should follow branding rules to
assure a consistency.

Before the design and production of a publication
following key questions need to be addressed:

                  • What is the objective?
                    • Who is the target?
                  • What are their needs?
                   • What do they know?
     • What is the link to the country, regional brand?
           • Where are you finding the target?
        • How will you distribute the information?
                • What quantity is needed?
                   • What is the budget?
Basic Rules Publications

   Be clear and simple
   Use images and pictures
   Define key messages
   Test draft
   Be creative
   Be different
   Be honest
   Create CD version
        Internet Strategy
Efficient tools to convey your messages:

   No geographic border
   You can reach a (world)wide target
   You can show everybody who you are
   It is under your control
   Cost efficient

Tools:
 Website

 Social Media

 SEO – Search Engine Optimization

 TSE - Travel Search Engines

 Networks, Connections to travel sites
Websites
                                   Trade Shows
                Event          Location    Target                 Timing      Exhibitors        Visitors

                Fitur          Madrid      World travel market    January /   12.000 (47%       140.000
International




                                                                  February    international
                                                                              from 170
                                                                              countries)
                ITB            Berlin      World travel market    March       11.087            180.000
                                                                              (187 countries)   (42%
                                                                                                internat.)
                Le Monde       Paris       French tourism         March       680 (217          103.000
                                           market                             destinations)     public,
                                                                                                5200 trade
                World Travel   London      World travel market    November    5600 (202         48.000
                Market                                                        countries)        trade (48%
                                                                                                internation
                                                                                                al)
                ATF (Asean     Rotating    Asian and              January     300-400           n/a
Asian




                Tourism                    International Travel
                Forum)                     market

                TTM            Bangkok     Travel market in       June        400               500
                                           Thailand + GMS
                Pata Mart      Rotating    Asian travel market    September   340               1000- 1500

                ITE HCMC       Ho Chi      Vietnamese +           October     601 (10           56 trade +
                               Minh City   regional travel                    countries)        consumer
                                           market
            Why your participating
   Make your company and products known to international
    buyers
   Enhance your company’s image and reputation
   Generate new business, conclude business deals
   Maintain customer loyalty
   Reach a new target group
   Present innovative products
   Establish and maintain contacts with potential affiliates and
    sales representatives
   Analyze competition and current market
   Participate in trade events, e.g. ITB Congress
   Implement new market strategies
   Recognize new developments, market niches or trends
   Generate media exposure
ITB 2012
                    Conclusion

   Marketing is the social process by
    which individuals and organizations
    obtain what they need and want
    through creating and exchanging
    value with others.
    Kotler and Armstrong (2010).
Create Value
Analyze, plan and
  be consistent
Secure tourism development
    in a continuous and
      sustainable way
    Thank you!
Kirsten.Focken@gmail.com

								
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