Tourism Marketing for Cities and Towns doc

[...]... covers budgeting and ideas for collaborative efforts with neighboring cities and the state tourism office CHAPTER 1 Tourism to Cities and Towns CHAPTER OBJECTIVES • • • • Examine the history and current status of urban tourism Establish the connection between tourism and economic development Explain the application of marketing concepts to tourism promotion Introduce the purchase process and its connection... worksheets will form the basis for 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... This overall increase in tourism provides an opportunity for even a small city or town to develop as a tourist destination However, for this to happen, cities and towns need to understand marketing strategy Attracting tourists will occur only if the city or town has a desirable product that is properly branded and promoted Tourism to Cities and Towns 5 Everyone’s Heard of Vancouver BC, But What about... direct marketing, and sales incentives that will best communicate the product’s benefits Finally the results of the marketing effort are analyzed (Table 1.2) While the marketing process for cities and towns also starts with analysis of the external environment, because the desire of people to travel to cities is an established fact, less emphasis is placed on analyzing if there is a potential 12 Tourism Marketing. .. conflicting images: one as a city of beach bums and the other as a city for cultural aficionados? San Diego decided to promote a combined image of having both the beach and the arts City tourism officials developed a new slogan “San Diego Art + Sol” campaign As the website www.sandiegoartandsoul.com explains, (continued) 14 Tourism Marketing for Cities and Towns San Diego may have the weather of the Mediterranean,... services/events provided, and the image the city 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... Differences in Marketing Process Traditional Marketing Process Process for Marketing Cities and Towns Analysis of external environment Analysis of external environment Selecting a target consumer segment Product analysis Choosing a product Selection of consumer segment to target Deciding on price and distribution Product packaging and branding Planning the promotion mix Developing the message and promotion... behavior and plans its strategic implementation 1 2 Tourism Marketing for Cities and Towns Tourism is also a new field of academic study, but it too is an activity with a long history After all, people traveling to visit other places is not a recent phenomenon As early as the religious pilgrimages of the Middle Ages, seeing the sites was always a part of the reason for undertaking a trip The marketing of tourism. .. the history of tourism marketing and presents a broad overview of the subject Chapter 2 discusses marketing theory and provides information on how to analyze the external environment for threats to the tourism industry and opportunities of which tourism marketers can take advantage Chapter 3 goes into great detail on how to analyze the city by means of the concept of a core, supporting, and augmented... purchase price, including discounts and additional free services While interested in the benefits the city can provide for its customers, the benefits the travel intermediary desires will be reasonably priced packages with events that can be easily sold 16 Tourism Marketing for Cities and Towns Even Climate Can Be Used to Brand a City Lake Tahoe, California, has decided to brand itself as the cooler alternative . alt="" Tourism Marketing for Cities and Towns USING BRANDING AND EVENTS TO ATTRACT TOURISTS