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RPTS 331-500 Tourism Marketing
UNCONTROLLABLE QUESTIONS ANSWERS Impact Assessment Rating
FACTORS How will this affect + _ (+10 to
Our organization? –1- 10)
1. COMPETITIVE What has been the pattern of
& INDUSTRY growth in the industry?
TRENDS
Which parts of the industry have
enjoyed the greatest success
recently?
Are there any new viable
substitutes for our types of
services?
2. ECONOMIC TRENDS What are the economic forecasts
for the country?
What are the economic prospects
for this region?
3. POLITICAL & Are there any regulatory or
LEGISLATIVE legislative proposals that will
TRENDS directly affect us?
4. SOCIETAL & CULTURAL What lifestyles are gaining in
TRENDS popularity?
What sections or the population
and subcultures are growing
fastest?
What trends are happening in our
target markets?
5. TECHNOLOGICAL What have been the major
TRENDS technological advances in the
country as a whole?
What have been the major
technological advances in our
industry?
What new technologies are in
their development stage?
Figure 5-4. Marketing environment analysis worksheet
RPTS 331-500 Tourism Marketing
LOCATION & COMMUNITY PROFILE TRENDS IMPACT
INDUSTRIAL & OTHER Major Employers: Employee
EMPLOYMENT BASE (#):
1.
2.
3.
4.
5.
POPULATION Population size:___________________________________________________
CHARACTERISTICS Age Distribution: __________________________________________________
(DEMOGRAPHICS) Income Distribution: _______________________________________________
Sex Distribution: __________________________________________________
Occupation Distribution: ____________________________________________
Households: ______________________________________________________
Household size Distribution: _________________________________________
RESIDENTIAL Single Family: ____________________________________________________
NEIGHBORHOODS Multi-unit: _______________________________________________________
Other: ___________________________________________________________
TRANSPORTATION SYSTEM Airport: _________________________________________________________
& FACILITIES Expressways: _____________________________________________________
Bus Terminal: ____________________________________________________
Other: ___________________________________________________________
VISITOR 1. ______________________________________________________________
ATTRACTIONS & 2. ______________________________________________________________
RECREATIONAL FACILITIES 3. ______________________________________________________________
4. ______________________________________________________________
5. ______________________________________________________________
EVENTS 1. ______________________________________________________________
2. ______________________________________________________________
3. ______________________________________________________________
4. ______________________________________________________________
5. ______________________________________________________________
HEALTH Hospitals: _______________________________________________________
FACILITIES Medical/Dental Centers: ____________________________________________
Nursing Homes: ___________________________________________________
EDUCATIONAL FACILITIES Colleges/Universities: ______________________________________________
High Schools: ____________________________________________________
Elementary Schools: _______________________________________________
Trade Schools: ____________________________________________________
LOCAL MEDIA & Newspapers:______________________________________________________
NEWSPAPERS Radio: __________________________________________________________
TV: ____________________________________________________________
Newsmakers: ____________________________________________________
Figure 5-5 Location and community analysis worksheet
RPTS 331-500 Tourism Marketing Figure 6-5 Primary
competitor analysis worksheet
Name: ______________________________________________________________
Address: ____________________________________________________________
Phone Number: _______________________________________________________
Owner: _____________________________________________________________
Manager: ___________________________________________________________
SITE LOCATION PROX- ACCESS STRENGTH :
Located Close VISB-
To (Check) MITY
Travel time (min) ILITY
[ ] Downtown + - + -
______ + -
[ ] Major Employers ( )( ) ( )( ) (
______ )( )
[ ] Expressway ( )( ) ( )( ) (
______ )( ) WEAKNESS :
[ ] Airport ( )( ) ( )( ) (
______ )( )
[ ] Suburbs ( )( ) ( )( ) (
______ )( )
[ ] Shopping Centers ( )( ) ( )( ) (
______ )( ) COMPARISON :
[ ] Other shopping districts ( )( ) ( )( ) (
______ )( )
[ ] Restaurant district ( )( ) ( )( ) (
______ )( )
[ ] Attractions 1. : ________________________________ ( )( ) ( )( ) (
______ )( )
[ ] Attractions 2. : ________________________________ ( )( ) ( )( ) (
______ )( )
[ ] Attractions 3. : ________________________________ ( )( ) ( )( ) (
______ )( )
[ ] Universities/Colleges ( )( ) ( )( ) (
______ )( )
[ ] Hospital/Medical ( )( ) ( )( ) (
______ )( )
[ ] Other 1. :_____________________________________ ( )( ) ( )( ) (
______ )( )
[ ] Other 2. :_____________________________________ ( )( ) ( )( ) (
______ )( )
[ ] Other 3. :_____________________________________ ( )( ) ( )( ) (
______ )( )
( )( ) ( )( ) (
)( )
TARGET MARKETS AND MARKETING ACTIVITIES :
Comments: STRENGTH :
1. Target Markets Served :
Percentages
Guest Rooms F&B
Conventional & Meeting
Target Market # 1 { } { }
{ }
Target Market # 2 { } { } WEAKNESS :
{ }
Target Market # 3 { } { }
{ }
Target Market # 4 { } { } COMPARISON :
{ }
Target Market # 5 { } { }
{ }
Target Market # 6 { } { }
{ }
Target Market # 7 { } { }
{ }
Target Market # 8 { } { }
{ }
Target Market # 9 { } { }
{ }
Target Market # 10 { } { }
{ }
2. MARKET ACTIVITIES
Major Activities :
Advertising : _________________________________________________________________
Sales Promotion : _____________________________________________________________
Personal Selling : _____________________________________________________________
Public Relation : ______________________________________________________________
Merchandising : ______________________________________________________________
Travel Trade : ________________________________________________________________
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