Developing a Tourism Marketing Strategy
The task assigned-
An international tourism marketing consultant tasked with writing a report to help better put a tourism destination on the map in the UK market. This destination could be a town/city/region or country inside the EU or further afield, and you may already be broadly familiar with your destination’s qualities and attractions.
The Destination chosen for strategy development for this study- Delhi, Country – India.
For development of a successful marketing strategy, it needs the analysis of the decision making behavior of the customer.
How the customer chose a decision for a visit and what does he looks into the destination and what are the factors influencing the choice of destination?
In the discussion paper - Travel Behavior and Value analysis in the Context of Vacation Destination and Travel Mode Choices: A European Union Case Study written and researched by Jeffrey LaMondia, Tara Snell and Chandra R. Bhat, they describes that various factors influence the decision making and choice of destination for a tourist.
Few of the factors influencing the choice of destination:
- Nationality of the traveler - Char
- Traveller characteristic i.e. traveller companionship and demographics
- Holiday Travel Preferences and Perceptions - The
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Cultural factors of the tourism destination. Delhi has both a mix culture of modern and old fashion. The tolerance of exposure of body is variable in different parts of the city. The exposure of body is not well tolerated in the old Delhi area because of influence of Islamic traditions but it is well tolerated in the New Delhi area. Indians can also be found roaming in the New Delhi area with scantily clad clothing. So, person visiting the area, particularly females must be careful in their attires and exposures during their visits to a specified location. This is also an added advantage for the tourist as it provides them experience of varied culture at single
When considering the actions of customers, the consideration must be made to the comprehensive experience of the customer during their experience as a customer. From entering the store, to perusing the aisles, contemplating service purchases, employee service and solicitation, to ease of purchase and exit. Each step the customer takes from outside the store, to in, and back out again all influence the overall experience and impression of the service provided by the vendor. (Zeithaml, Bitner, & Gremler, 2013) In the case of the home improvement store, Lowes, the customer experience is geared toward the homeowner rather than the commercial builder.
Many authors raised the issue of making decisions by clients, when choosing a leisure destination (Elliot, Papadopoulos and Kim, 2010; Nuraeni, Arru and Novani, 2015; Nickerson and Neil Moisey, 1999). Many of articles was based on the influence of the culture of a given place, on the choice of a holiday destination (Richardson and Crompton, 1988; Andersen, Prentice and Guerin, 1997; Ritchie and Zins, 1978); and on the impact of the distance to the destination chosen by customers (Yannopoulos and Rotenberg, 2000; Crompton 1979, Scott, Schewl and Frederick, 1978). Numerous articles described the differences in factors influencing customer decision-making between online platforms and stationary tourist agencies (Cheyne, Downes and Legg, 2006; Ku and Fan, 2009) or articles focused only on the factors affecting the customers choices of stationary travel agencies (Ng, Cassidy and Brown, 2006; Hui and Wan, 2005). Repeatedly, there has been analysed the influence of online user reviews on customer decision-making (Ye, Law and Gu, 2009; Sparks and Browning, 2011). The research was also conducted on the impact of factors on customer decision-making of a tourist agency by customers during the selection of individual packages (Heung and Chu,
2015 St. Andrews International School Business & Management Extended Essay [Which components of Arsenal Football Club’s promotional mix in China need to be developed in order to maximize merchandise sales?] ABSTRACT The finality of this research project is to suggest the best promotional mix strategy that Arsenal Football Club could use to maximize their merchandise sales. Throughout the essay this paper will aim to answer the question “Which components of Arsenal Football Club’s promotional mix in China need to be developed in order to maximize merchandise sales?”
Introduction Every business organization is using a marketing concept which is used as a tool to identify customer’s needs. And further try to meet them by making right decisions in line with customer’s needs. In line with meeting customer’s needs the ultimate goal of every business is to gain profit. That’s why they make use of different marketing strategies to meet not only the need of the customer but as well as the goal of the company. We know for a fact that marketing strategies comprises everything from developing a product, to introducing it to the market, to selling and improving it as the need of the target market changes.
IDENTIFY AND RESEARCH A TOURISM ATTRACTION Introduction Tourism has experienced continued growth and extensive diversification and competition on the last decades, becoming one of the fastest growing economic sectors in the world and by consequence, one of the main income sources for many developing countries. “Every time we travel we are part of a global movement that has the power to drive inclusive development, to create jobs and to build the sustainable societies we want for our future,” says the actual UNWTO¹ Secretary General, Taleb Rifai. “This movement also contributes to build mutual understanding and to safeguard our shared natural and cultural heritage,” he completes. A sustainable and responsible approach to tourism means that neither the natural environment nor the socio-cultural organisation of the host communities would be compromised by the arrival of tourists.
Similarly, the Australian sustainable tourism cooperative research centre funded an accessible tourism research agenda (Darcy, 2006) that sought to outline a research base on which to develop the supply, demand and coordination/regulation information required to develop the market segment. The research agenda has now seen three other funded projects contribute towards a research base on which the tourism industry and government marketing authorities can make more informed decisions (Darcy, et al., 2008a; Darcy, et al., 2008b;
The above description do set the scene part for this essay on the tourist behaviour and it is the main initial point for the final description of the topic which is to be shaped further. To completely understand the tourist behaviour, it requires searching out the individual experiences and the motivations of travelling. There are many of the researches and studies one in past by the great authors and researchers on the individual experiences and their motivations of travelling. The tourist behaviour in recent past has been studied with great efforts and many of the conclusions had been drawn regarding the crucial factors which do have an impact on the decision making of the tourist’s. There is a great risk involved in the process of destinations decision making.
Tourism is the income of people from one place to another place for vacation, but it can also be for business or entertainment. Tourism can either be international or domestic. Tourism has an influence on any country, either it’s for a positive impact or a negative impact. An example one might consider includes that the tourism in that individual country could possibly increase the income and positively improve the economic aspect of the country, but tourism can also negatively impact the environment. Tourism can also affect the population living in the country due to the amount of tourism which furthers the idea of more jobs need to be created for the new tourists.
To be sucessful in this industry we need a lot of and loyal customers. The loyal customers will keep coming back to the same place if they satisfied through the place they have visited. Customer loyalty give the most important impact towards hospitality and tourism industry. “Hospitality refers
In contrast, cultural heritage sites are the main tourist attractions of Kathmandu. The tourism industry is well managed in Colorado. On the other hand, the tourism industry is still developing in Kathmandu. The total number of tourists visiting Colorado is higher than the number of tourists visiting Kathmandu. In the same way, people don’t have to buy an entrance ticket to visit places in Kathmandu.
Consumer is one who consumes the goods & services product. The aim of marketing is to meet and satisfy the Consumer needs and wants. The modern marketing concept makes customers the centre stage of organisation efforts. The focus, within the marketing concepts is to reach target and largest customer’s sets ball rolling for analysing each of the conditions of the target market1. Consumer behaviour can be defined as “the decision making process and physical activity involved in acquiring, evaluating, using and disposing of goods and services”.
It includes the museums and unique archaeological sites. Furthermore, it relates to the unique music, art forms and traditional rituals from the communities with different cultures. The mission settlements, the slaves working sites, urban spaces for ritual, rock formations and natural landscape are considered part of the cultural tourism. Cultural tourism is applied to a wide variety of activities. It includes of heritage and also the attendance of audience at the cultural music and dance (Hughes,
A time before the introduction of Internet, the consumer would visit a travel agency to review the tourist information, usually conveyed through the travel brochure, and select the options that most interested him. Today, one can no longer speak of this kind of tourism. The growing world population, evolution of tourist behavior and introduction of the internet has expanded the
Rural development is as important as urban development. Alleviating the hardships of the rural people is fundamental to rural development. Efforts at developing the rural areas are aimed at creating industries and employment opportunities. Any initiative towards this end would be welcomed with open arms in Nepal. This would also reduce the population density in the cities.
In this report sustainable tourism development will be explained and analyzed in relation to the essential features that influence a country’s tourism development. Sustainable tourism has to deal with social, environment and economic impacts. However tourism except from positive impacts has also some negative impacts regarding the economy, environment and social aspects. Sustainable development is also about developing a better life for all people that will be as practicable in the future as it was at present.