TSTD 290.14 - Tourism Destination Marketing: Strategies for Creating a Sustainable Customer Base (CRN=47307)

This course addresses the forces which drive change in the marketplace today and how marketing managers can most effectively position their destination-and its marketing campaign-to capture today's traveler. Students will learn how to improve the effectiveness of your market research to better identify the needs of your target market, learn what the competition is up to, and to evaluate comparative strengths and weaknesses.

Participants will learn how to create a marketable travel experience" for your target customer, how to price it competitively, and how to use existing distribution channels to get your marketing message to the right audience. Finally, students will learn about new, cutting edge marketing approaches and techniques that can help set your destination apart from the rest, including one-to-one marketing and the use of advanced telecommunications and "online" information technologies.
For more information, contact Professor Spivack at (202) 994-7047.

Instructor: Dr. Maree Forbes, Dr. Robert Forbes, Sheryl Spivack Where: PHIL T-108 When: June 24-28,1996 9:00am-5:00pm

Syllabus:


Market research: doing it right the first time
  • Who is (and is not) your customer, and why?
  • What are your customers expectations?
  • Who are your real competitors, and how do you compare?
  • What factors control tourism to your destination?

    • Creating a product that meets your customers' needs

  • Understanding today's "transforming traveler"
  • Creating the appropriate visitor 'experience:' what does it take?

    • Developing your strategic plan, message, and unified image

  • Selecting a realistic mission/image/message
  • Defining your comparative advantages: how to stand out from the crowd
  • Setting your prices appropriately
  • Playing "politics:" working with your suppliers, other government agencies, and other industry segments to promote a common theme

    • Getting your message out (the right way) to the right people

  • Using travel agents effectively
  • Using the Internet and other online services
  • Improving the effectiveness of direct mail (one-to-one and data-base marketing)
  • Your marketing "package: creating effective promotional literature
  • Marketing "internally" versus "externally"

    • Case Studies: What works, doesn't work, and why!

  • Austria: Capitalizing on cultural resources
  • Thailand: Creating a name for itself
  • Costa Rica: The good and the bad of ecotourism

    • Addressing the thorny issues of evolving destinations

  • Sea/sun destinations with traditional product
  • Newly developing countries without adequate infrastructure or tradition of service
  • Popularity outstripping carrying capacity

    • Eight common mistakes made by destination marketers

  • Offering outdated products to a changing marketplace
  • Not giving the competition enough credit
  • Ignoring the changes taking place in the customer base
  • Letting particular industry segments (hotels/ attractions) dominate
  • Not using an integrated strategy and consistent message
  • Getting caught in the price-based downward spiral
  • Not working the politics
  • Using only advertising and promotion to attract visitors

    • Five questions every marketing manager must answer

  • How can you evolve from a price-based marketing strategy to one based on comparative advantage?
  • What are your unique aspects that cannot be replicated else where, and how can you package them for "sale?"
  • What is the best way to get your message to your target audience?
  • How can you ensure the profitability of your tourism sector?
  • How can you balance supply with demand?

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