The objectives of a tourism marketing campaign should be based on the customer buying process.
The customer buying process is as follows:
Gaining the customer’s attention
Developing an understanding of the benefits being offered
Creating positive attitudes about what is being promoted
Developing customer preferences for what is being sold
Persuading the customer to purchase
Convincing the tourist to purchase again
It is extremely unlikely that one campaign will guide customers through the whole process. Because of this, marketers should try to achieve 2-4 specific objectives with each campaign.
It is easier to encourage customers through the customer buying process when promoting a well-known destination.
For lesser known tourist destinations, marketers should try to guide customers through the customer buying process in 2-3 campaigns.
In order to inform people about a product, it is essential to gain their attention.
Marketers must cater their campaign strategy to gain the attention of people that are likely to be interested in a product.
Promotional campaigns can increase understanding and recall of an advertisement by using a slogan or catchphrase.
Advertising campaigns for tourism products should strengthen positive associations or change negative associations people have about a product.
Once customers are convinced that the product is of a high quality, promotional campaigns should convince them that it is superior to similar products.
Promotional campaigns do not aim to promote one-time purchases from customers. Rather, they hope that the first purchase will lead to the customer developing brand loyalty.
Once tourists have become loyal to a brand, it is important to encourage repeat purchases.
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