Strategies And Tactics For Consumer Marketing
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Destination Marketing Strategy Development
For this project, you will serve as a consulting company for the destination of your choice. You are encouraged to use any sources you can identify (e.g., Internet, library, secondary documents from organizations, interview with industry professionals, and imagination!). Minimum word count: 3000 words excluding the end-of-paper reference list.
In your destination marketing strategy development report, you are expected to include, but not limited to, the following information:
1. The profile of a specific destination, for example:
The characteristics of the destination, e.g., geographic location, size, type of destination, etc.
Major tourism products and resources available in the destination.
Major target market, e.g., market segmentation, etc.
Accessibility of the destination
DMOs representing the destination
Any other information you think appropriate to be included in the report.
2. Have a critical analysis of the destination products. For example, SWOT analysis can be used.
3. Describe how you are going to help to market the destination, create and maintain its competitiveness. Your recommendations can touch upon the following issues:
Positioning and product development
Identifying and analyzing target markets
Engaging local tourism industry in the production and provision of the total experience to target markets
Strategies and tactics for consumer marketing, travel industry marketing, PR, etc.
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