Destination Marketing

Paper Code: 
MTM 422
Credits: 
4
Contact Hours: 
60.00
Objective: 

To give an insight into marketing of a destination.

10.00

Tourism Attraction: Definition, Characteristics, typology, Criteria for tourist attractiveness, development and design of tourist attractions. Destination life cycle.

 

14.00

Tourism Destination Planning, Environmental analysis, resource analysis, Regional Environmental analysis and scanning, marketing analysis, competitor analysis

12.00

Regional Goal Formation: Strategy formation, product portfolio strategies. Tourism portfolio model, analysis of portfolio approaches. Market segmentation in the regional context- Bases, steps and categories, Target Marketing- targeting options, positioning strategies.

11.00

Components of destination marketing mix. Product Strategy- Nature and Characteristics
Managing existing tourism products. New product development in Regional Tourism. Pricing Strategies- tourist perception of price.

13.00

The Tourism Distribution Strategy- Choice of distribution channel. Developing a destination promotional strategy. Evaluation and control of the promotional programme. Tourism organization- Role in destination development and promotion.

References: 

• Marketing Tourism Destinations: Ernie Heath and Geoffrey wall, John Wiley and Sons, Inc. Marketing for hospitality and tourism- Philip Kotler, Jon Bower.
• Tourism Marketing: Lumsdon
• Marketing for Tourism- J. Christopheo Holloway and Chris Robinson

Academic Year: 
2019-2020
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