Identificazione destinatario di destinazione
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Module 8: The Fundamentals of Tourism Promotion

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Identificazione destinatario di destinazione

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Tourism - Marketing and Promotion
The Fundamentals of Tourism Promotion
Identifying Target Audience

Identifying Target Audience
The first step in effectively promoting tourism is to identify the target audience.

Marketing for the tourism product is unique in that it must cater to more than one target audience. As well as tourists, service providers must also market to intermediaries.

Intermediaries are people or companies that operate between the producer and the tourist. The most prominent example of an intermediary is a travel agent.

Identifying Target Audience
For example, if the tourist board of Portugal were to create a campaign for the Algarve region they would need to create three strands of marketing. One set of promotional material will be sent to the tour wholesalers to convince them to create packages for the Algarve. Another set of material will be sent to travel agents to encourage them to sell these packages. Finally, the public advertising campaign will try to persuade the public to visit the area.

Therefore, a promotional campaign of a destination has three aims: encourage the wholesaler to package the destination, encourage the travel agent to sell it and encourage the tourist to buy the package.

Identifying Target Audience
In developing each strand of a promotional campaign, marketers must keep the needs of the target audience in mind.
 
Tour wholesalers are primarily concerned with selling a high volume of product. To do this, they select destinations and service providers that offer a low level of risk. The destinations they choose will be ones that are consistently popular with tourists. The service providers they utilise will be ones that are known for consistently good service. Utilising reliable service providers protects and enhances the reputation of tour wholesalers amongst travel agents and tourists.
 
Identifying Target Audience
Carefully curated tour packages ensure a mass appeal and a high amount of purchases. Furthermore, they ensure that travel agents are interested in selling the product and will recommend the package to tourists. Promotional materials for tour wholesalers must highlight a destination as an area that is desirable and contains reputable service providers.

Travel agents are also focused on high sales volume and margins. Their primary role is to find the best package for each customer. Just as tour wholesalers are concerned with the reputation of service providers, travel agents are concerned with the reputation of tour wholesalers. They will recommend packages to tourists based on their past experiences and feedback from clients. Marketing packs for travel agents should emphasise that a destination has all of the services and amenities necessary to provide an excellent holiday.

Identifying Target Audience
Tourists look for two things when booking a holiday; reliability and value for money. Tourists save for a vacation throughout the year and utilise their annual leave to travel. In doing so, tourists invest both financially and emotionally in a holiday and expect each trip to live up to their expectations.

This is especially true of tourists that purchase package deals. Tourists that purchase packages expect their trip to be well organised thus saving them time and effort. Public advertising should focus on a destination’s positive reputation amongst tourists.

END OF UNIT:
Identifying Target Audience

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