Tourism Marketing
Question 3 A:
Destination objectives-
The first objective for Destination Queenstown is to maintain peak season through summer/winter because Queenstown is very busy in peak season and they are trying to maintain visitor numbers.
To develop shoulder seasons in spring and autumn, this will bring more people to Queenstown when it is not so busy but there are still amazing experiences in Queenstown.
To increase visitors stay days, increase visitor spend and build strategic partnerships, to bring more profit for Queenstown and build stronger relationships with partnerships.
Question 3 B:
Research-
The reason for doing research is to aim to develop an industry so that they can offer world class experiences. Research will be
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This is used in a business to collect and analyze data relating to the organisations external environment. These external factors include political, legal, technological, economic, and demographic. This is also called a PEST analysis. The last research type is market research, this involves the systematic collection of information on supply and demand of products or services. Some of the questions that can be asked for market research can be who/where is the tourist market or what sort of tourism products does he/she purchase now, or want in the future.
On average 2.9 million visitors travel to Queenstown annually. 33% are domestic travelers and 67% are international travelers. The top international visitors to Queenstown are Australia with 36%, china 12%, USA 9% and United Kingdom 8%. Travelers visit Queenstown because of the beautiful scenery, it’s a relaxing place, Queenstown has adventure and excitement, Queenstown is clean and unpolluted, it is a friendly place and its
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The product for Destination Queenstown would be promotion the 100% pure campaign as well as promotion Queenstown as a four season destination for travelers. Destination Queenstown is also making new campaigns to promote Queenstown and how versatile it is.
Price means the amount spent for a product, activity or amenities. The price to a consumer is the cost and to a supplier the price is revenue. The price of the tourism product should be value for money otherwise tourists will not want to visit the destination. Price and value is very important when visitors are considering traveling to New Zealand. Destination Queenstown aims to increase the amount of visitor spend while visiting Queenstown, this will help businesses within Queenstown.
Promotion is all about promoting and advertising your products to other countries around the world. Destination Queenstown market with the following Marketing channels, consumer, media and comms, travel trade and business events. Destination Queenstown are promotion to Australia with spring Australia campaign for Sydney, Brisbane, Melbourne and Gold Coast. Also autumn domestic campaign for fly and drive markets and winter skiMN and joint venture campaigns with TNZ, Airlines, South Island RTO and
Price is how much to sell your products for. This is based on your cost and product value to potential customers. I believe that price is important and you will definitely attract customers with the lure of cheap prices, especially at Christmas time. How many people just recently woke up at 4 a.m. just to get in line for several hours so they could get a great deal and save a few dollars? I believe that it works to motivate certain customers, but there are still consumers out there who are not interested getting stampeded during a price reduction sale.
Marketing research has become a very important part of small businesses and large corporations gaining information about their customers and how they feel about their products and services. According to Philip Kotler, "Marketing research is systematic problem analysis, model building and fact-finding for the purpose of improved decision-king and control in the marketing of goods and services (Kotler & Keller, 2012)”. The initial step in the marketing process is to identify the problem the company is having and then decide the way the marketing team would like to conduct the research. The marketing team will devise a plan on how to gather the information and set a budget for the research project. In the planning of how they will conduct the
Besides the peak season in San Jose, one can visit to this metropolis throughout the year as the city runs on shoulder season everytime and affordable flight tickets and budget deals on hotel bookings and holiday packages are easy to book and available with offers. Deep winters are really astounding and the celebration of New Year is quite spellbinding here.
Price is that which is given up in an exchange to acquire a good or service. Price is typically the money exchanged for the good or service. Blue Jays pricing structure is based on the perceived value of the game, the entertainment, the love of baseball, and the action, not just the money.
Marketing research is the collection and analysis of data relevant to a particular market and the “communication of this analysis to management” (McDaniel, 2006). Whether the organization is a local store or a large corporation, marketing research is important for quality management, customer retention, and understanding trends. Marketing research is important for receiving feedback on the success of the marketing mix (product, price, promotion, and place) and for discovering and launching new opportunities.
According to the text, marketing research is defined by the American Marketing Association as "The systematic gathering, recording, and analyzing of data with respect to a particular market, where market refers to a specific customer group in a specific geographic area" (McDaniel & Gates, pg. 6). Marketing research serves two basic functions; first to provide data and insight to a company's decision makers and second to use the data to determine new opportunities for a company (McDaniel & Gates, pg. 6). Through the years, Marriott has used market research for opportunities to expand its brands. In the 1980's Marriott identified an opportunity to expand its target market a...
...as the locals and showcase path breaking and latest innovation to the older principle of science and inventions. The Canadian National Exhibition is the oldest annual fair of the world and held at Exhibition Place. The Toronto International Film Festival is a major crowd puller in the Yorkville neighborhood. The Distillery District, Queen West, Harbour front, the Entertainment District, Financial District and St. Lawrence Market is always thronged with curious tourist and locals. Eaton Centre is one of the most favored shopping destinations of North America. The GreekTown on the Danforth attracts huge crowd during the annual “Taste of Danforth” festival and is famous for the highest concentrations of restaurants per kilometer in the world. The Unique cultural fusion coupled with rich historic heritages make Toronto one of the most sought after cities of the world.
A proportion of these visitors are 96% ‘likely’ to recommend New Zealand in future, this has remained unchanged. USA, UK and Germany are most satisfied with their New Zealand Holiday experience. It has been observed that Japanese travellers are significantly more satisfied with their experience compared to past years. Visitors to New Zealand are also highly satisfied with the natural environment. It has been rated a high 9.0 out of ten and receives this high rating across all markets. With 78% believing New Zealand’s environmental practices are better than other countries. It has been found that experiencing natural scenery is a favourite amongst visitors to New Zealand. A decrease has been observed in the past year however, in the average number of activities being participated in, dropping 6.5% in the last year. Price has been seen as a problem in the current state of tourism results, it has been driven by lower satisfaction with price over quality. This has been especially so in the accommodation and food and beverage sector. Both of these are rated as high importance to visitors attributing 29% to the New Zealand holiday experience. Looking more into these sectors it has been observed that food and beverage has rated 8.1 out of ten and accounts for 10% of importance to the New Zealand holiday experience. The quality of food
A very important factor in the marketing mix is the price. Since a service is not physical, its value must be carefully thought out. The price is sometimes the first thing which tourists look at. Depending on the type of service, perceptions of value differ. The price can act as an indicator of quality. A low price may seem as an attempt to cheat the customer in some way. People expect quality to cost and are willing to pay a higher price for it. That is why the service provider must be aware of how much people would pay for his service and why.
Briefly it is a systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company, allows management to make the changes necessary for better results through adopting a proactive approach. Therefore, if a company wants to know what type of products or services would be profitable it should make a market research. Furthermore, a comprehensive research will enable the company to know about the product imperfections (if there are) and to know if it has been able to satisfy customers’ needs. It attempts to provide accurate information that reflects a true state of affairs. Due to market research the company can formulate a viable marketing plan and estimate the success of its existing plan. There are two main sources of marketing research information:
Price is what a buyer must give up to obtain a product. It is often the most flexible of the four marketing mix element that the price is the quickest element to change. A marketer can raise or lower prices more frequently and easily than they can change other marketing mix
The American Marketing Association defines marketing research as “The systematic gathering, recording, and analyzing of data with respect to a particular market, where market refers to a specific customer group in a specific geographic area.”(McDaniel & Gates, 2006, p 6)
The area within a destination where tourism activity occurs – how concentrated is it? Are the tourism activities/sites dispersed? Consider the locations with the greatest opportunities and needs.
The increase in revenue from tourists has allowed the Australian government to further develop infrastructure and services to cater the large influx of tourism. An example of how the Victorian government spent a large proportion of tourism revenue would be the development and implementation of the Ferris Wheel in Docklands known as ‘The Melbourne Star’. Not only has new infrastructure been built, but also heritage or run-down tourist complexes have been renovated or restored. Many of Melbourne’s ico...
...to build new hotels and attractions that will keep the increasing number of people coming and to continuously keep them interested during their stay. This means that there are more people needed fort building the hotel and then to run the hotel so many people get new, mostly permanent jobs and the number of unemployment is decreased.