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MARKETING AND PROMOTION - Coggle Diagram
MARKETING AND PROMOTION
DESTINATIONS, T.O AND OTHER BUISNESS IN TOURISM FACE MORE… COMPETITION. THROUGH MARKETING COMPANY IDENTIFY NEED ITS CUSTOMERS, PLAN RELEVANT PRODUCTS TO SATISFY NEEDS
TARGET MARKET. MARKETS CHANGE ACCORDING TO PRODUCT BEING OFFERED, IMPORTANT FOR ORGANISATION KNOWLEDGE TO MAKES UP THEIR… MARKET SEGMENTATION CLASSIFICATION CUSTOMERS IN SUBGROUPS OR SEGMENTSACCORDING PRE-SET. MAIN TYPES
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PSYCHOGRAPHIC: TYPE OF LIFESTYLE, VALUES, ATTITUDES
DEMOGRAPHIC: GENDER, ETHNICCITY, EDUCATION, SOCIAL CLASS OR GRADE…
BEHAVIOUR: ADEVENTUROUS TOURIST WANTS DISCOVERY NEW PLACES, SAFETY-COPNOSCIOUS FAMILIAR AREAS
TRAVEL MOTIVATION: BUISNESS, VISITING RELATIVES… SUDDIVIDED HEALTH, ECOTOURISTS
4 PS. ELEMENTS CAN BE ADJUSTED TO FIND RIGHT COMBINATION THAT WILL APPEAL TO CUSTOMERS AND SERVE THEIR NEEDS
PRICE: IS AN EXTREMELY IMPORTANT ELEMENT. MUST BE CALCULATED TO PROVIDER A PROFIT TO COMPANY, IT ALSO HAS TO BE COMPETITIVE AGAINST SIMILAR PRODUCTS ON OFFER. DIFFERENT FOR HIGH AND LOW…
PLACE: REFERS TO CHAIN OF DESTRIBUTION AND PHYSICAL LOCATION OF DESTINATION… COMPANY HAS TO CONSIDER COST AND CONTROL DECIDE DISTRIBUTE PRODUCT DIRECTLY… OR INDIRECTLY TROUGH T.A. PHISICAL LOCATION ENTIRE COUNTRY…
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PROMOTION: ACTIVITIES LIKE BRANDING, PUBLIC RELATIONS, SPECIAL OFFERS, EXHIBITIONS… USP. IMPORTANT TO IMPROVE COMPANY’S IMAGE, INCREASE POPULARITY OF EXISTING PRODUCTS, ATTRACT NEW CUSTOMERS AND INCREASE SALES
SWOT ANALYSIS IS MARKETING TOOL USED IN MANY BUISNESS CONTEXTS TO ANTICIPATE FUTURE ACTIONS. S AND T INTERNAL FACTORS WITHIN THE CONTROL OF ORGANISATION AND O AND T EXTERNAL THAT IS BEYOND ITS CONTROL
IT CAN BE USED BY NATIONAL TOURISM ORGANISATION DECIDING HOW TO PROMOTE COUNTRY… WHEN SWOT IDENTIFIES SUFFICIENT OPPORTUNITIES, T.O WILL DECIDE TO INVEST NEW… IF WEAKNESSES OUTWEIGH ASVANTAGES, OPERATOR MAY DECIDE NOT DEVELOP…
SWOT
WEAKNESSES: LIMITATIONS THAT PLACE THE AREA AT DISADVANTAGE: LACK OF TRAINED LOCAL STAFF, POLLUTION, RISKS TO SAFETY TOURISTS AND SCARSE WATER SUPPLY
OPPORTUNITITIES: EXTERNAL CHANCES TO IMPROVE: PLANS NEW…, IMPROVED INFRASTRUCTURE IN AREA, LIBERALISATION OF INDUSTRY AND GROWTH IN PARTICULAR FORM…
STRENGHTS: RESOURCES AND CAPABILITIES CAN BE USED TO DEVELOP COMPETITIVE ADVANTAGE: CULTURAL HERITAGE, BEAUTY OF UNIQUE NATURAL ENVIRONMENT, LOCAL TRADITIONS AND KNOWLEDGE OF ENGLISH
THREATS: EXTERNAL FACTORS COULD CAUSE PROBLEMS: CHANGES TO LOCAL LEGISLATION, POLITICAL INSTABILITY, NATURAL DISASTRES AND COMPETITION FROM A NEIHBOURING DESTINATIOND
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