marketing cho tour city

[...]... However, the city as a product can be more fully developed to meet the needs of tourists To do so, a thorough and objective product analysis of the city s strengths and weaknesses must be undertaken After the city has been analyzed, a group of potential tourists is chosen as the target market segment that would be most likely to visit the city Marketing a city is challenging because so much of what a city. .. a strategic marketing plan This book is intended for students enrolled in tourism and travel programs Specific classes in which it could be adopted include those on urban tourism, tourism marketing, destination marketing, and general tourism and travel marketing The book could also be helpful in urban studies programs Because many cities and towns rely on cultural facilities to attract tourists, the... situation Since tourists have many different cities they can potentially visit, a city must carefully brand itself in the consumer’s mind Branding involves promoting the unique benefits that the tourist will experience while visiting the city, rather than the city itself Branding answers the question “Why should I visit your city? ” Targeting the City to the MTV Crowd The Greater Philadelphia Tourism Marketing. .. what a city has to offer is intangible and can only be promoted indirectly through communication of an image Even if a city is a place worth visiting, tourism will not develop unless this positive image is promoted Because people must spend considerable time and money to visit the city, unless the promotion effectively communicates the city s positive image, the potential tourist will 10 Tourism Marketing. .. conveys is part of the experience of visiting the city It is actually this entire experience that must be promoted when marketing a city as a tourist destination (Table 1.1) THE URBAN MARKETING PROCESS While the traditional marketing process and the marketing process for cities and towns may look similar, the differences are crucial The traditional marketing process starts with an examination of the... in the city s image This type of economically depressed city may find it too difficult to attract tourists because of the neglected infrastructure and the city s negative image If the city does put its resources and energy into developing a tourism market, it can result in developing a tourist enclave surrounded by an economically depressed community whose residents feel shut out from any benefits tourism... relying on tourism alone as a means of economic development In fact, if tourism is the only option for economic development, the city may be too far in decline to successfully attract tourists MARKETING CONCEPTS APPLIED TO TOURISM The standard strategic model for marketing a product is an equal focus on the “Four P’s” of product, place (distribution), price, and promotion However, when applied to the marketing. .. plan using branded events and tourist packages targeted at specific tourist segments What is unique in this book’s approach is that it encourages those studying or working in tourism to view tourism development as a community-based effort to encourage economic development Partnering with other city organizations and tourism businesses in planning events will provide the tourism office with additional... (continued) 8 Tourism Marketing for Cities and Towns Questions to Answer • Does the positive image that will be used to promote tourism accurately reflect our city? • If not, how can we make sure that the city reflects the positive view of the slogan? • What steps can be taken to ensure that the attitude and behavior of our city s hospitality workers reflect our slogan? Developing a new tourism sector... Collaborating with Neighboring Cities Collaborating with the State Tourism Office Summary Trade Promotion Worksheet References Index xiii 302 303 304 306 306 307 PREFACE Tourism Marketing for Cities and Towns teaches readers how to develop a city s brand to attract tourists and their spending The brand that is developed will use a city s already existing tourist attractions, distinctive cultural features, natural