Tourism Marketing & Promotion

Main topics of study:

Tourism:

  • Tourism Growth
  • Purposes of Travel
  • What Makes Tourism Distinctive?
  • The Structure of the Travel Trade

What Does Marketing Mean:

  • What is Marketing?
  • The Marketing Mix
  • Marketing Feasibility
  • The Sovereignty of Markets
  • Is Tourism Supply Led?

Segmenting the Market:

  • Basic Definitions
  • Market Segments
  • Market Segmentation Criteria
  • Using Segmentation

The Tourism Product:

  • Did the Visitors Like It?
  • Destinations
  • Product Components
  • Transport
  • Carrying Capacities
  • The Macro & Micro

Caring for Visitors:

  • Visitor & Customer Care
  • Lip Service
  • Caring for Staff
  • Bottlenecks & Complaints
  • Developing Skills
  • Visitor Care Training
  • Tourist Information
  • Special Needs

Images & Brands:

  • The Image
  • Ideas about a Destination
  • How do you Communicate?
  • Cross Cultural Communication
  • Purposes & Motivations
  • The Core, Brand & Tertiary Image
  • Romance, Familiarity & Intimacy
  • Damage Management
  • Signs & Sounds
  • Change

Pricing Strategy & Yield Management:

  • Pricing Dimensions
  • Sticker Prices
  • Perishability & Price Elasticity
  • Price Flexibility
  • Cost Plus Pricing
  • Plus Pricing to Add Value
  • Leakage
  • Price Leadership
  • Reliability
  • Setting Prices & Yield Management

Meeting Change:

  • The Nature of Change
  • Types of Change & Action
  • Re-engineering, Regeneration & Expansion

Researching the Market:

  • Looking Back & Looking Forward
  • Tourism Statistics
  • Getting the Information
  • Macro Market Research
  • Visitor Surveys
  • The Management Information System
  • Systemising the Approach

Positioning & Strategy:

  • Policy
  • Positioning
  • Strategy
  • Stages of Development
  • Tourism Development Planning
  • The Positioning Analysis

Mixing Marketing Mixes:

  • Can you Mix Marketing Mixes?
  • The Development of a Destination
  • Resort Complexes
  • Planning Authorities
  • Observing Guidelines
  • Making It Come True

Managing Marketing:

  • Managing the Tourism Sector
  • Government Seeks Outputs
  • Tourism Development Planning
  • The Role of the Government Tourism Administration (GTA)
  • Types of Organisation
  • Specifying Responsibilities for Marketing
  • GTA Representative Offices Abroad

Printed Material:

  • Tourism’s Unseen Nature
  • Defining Promotional Objectives
  • Who Pays?
  • Trying to Get the Destination to Pay
  • Promoting “Going There” & “Once There”
  • Types of Material
  • Quantities
  • Design & Creation
  • Overload
  • The Internet
  • Direct Mail

Advertising & Direct Mail:

  • Defining the Objectives
  • Destination Marketing
  • Evaluating Advertising Effectiveness
  • Impact & Follow-up
  • Internet Advertising
  • Media Selection
  • The Advertising Agency
  • Direct Mail

Public Relations:

  • Travel Writing
  • Travel Trade Shows & Exhibitions
  • Public Relations Agencies
  • Public Relations as a Part of Promotion
  • Public Relations is Mostly Pro-active
  • Public Awareness
  • Media Relations & Conferences
  • Events
  • Lobbying
  • Sponsorship
  • Celebrities

Travel Writing:

  • The Promotional Impact of Travel Writing
  • Travel Journalism
  • Newspapers
  • Magazines
  • Guidebooks
  • Travel Literature
  • Accreditation
  • Being Written About

Travel Trade Exhibitions:

  • The Purposes
  • Choosing Shows
  • The Participation of the Sector
  • Setting up the Stand
  • Preparing for the Show
  • Staffing
  • Budget
  • Evaluating Results

Sales:

  • Sales or Marketing
  • Selling a Destination
  • The Sales Transaction
  • Sales Contacts
  • Travel Regulations
  • The Catalogue
  • Retail Agencies
  • Internet Promotion & Sales

The Internet:

  • The Dot.com Boom
  • Technological Aspects
  • E-tourism Options
  • Sales & Bookings
  • Intermediaries
  • M-tourism

Web Sites:

  • A Web Site
  • The Ryanair Web Site
  • Objectives
  • Web Site Design
  • The Linking of Web Sites
  • Intelligent Agents
  • Digital Television Meets the Internet

Travel Trade Liaison:

  • Working Together
  • Establishing Liaison
  • Promotional Support & Familiarisation Tours
  • Differences in Culture & Power
  • Tour Operators’ Initiative (TOI) for Sustainable Development

Improvement Programmes:

  • Standards & Improvement
  • Macro Level Standards
  • The Marketing Mix
  • Empowering Staff
  • Joint Marketing Initiatives & Small Tourism Enterprises
  • Improvement Activities
  • A Christchurch Example

The Marketing Plan – Part I:

  • What is the Marketing Plan?
  • The Stage of Development
  • Market Research
  • Positioning
  • Mixing Markets
  • Past Performance
  • Change
  • Development Strategy
  • Forecasting Next Year’s Performance

The Marketing Plan – Part II:

  • Private Sector Marketing
  • Joint Programmes
  • Promotional Objectives
  • The Internet & Web Sites
  • Printed Material
  • Advertising
  • Direct Mail
  • Public Relations, Public Awareness & Travel Writing
  • Travel Trade Show & Exhibitions
  • Travel Trade Liaison & Improvement
  • Overseas Offices
  • Budget
  • Evaluating Promotional Effectiveness