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C 3 Promotion&Product (p1)

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21 views12 pages

C 3 Promotion&Product (p1)

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Nguyễn Ngọc Thắng
Copyright
© © All Rights Reserved
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Lecturer: ThS.

Trần Thị Hải Vân


0708388089
CHAPTER III
DESTINATION PROMOTION AND
PRODUCT DEVELOPMENT

I. Destination marketing

II. Develop products for tourist destinations


DMO Foundation Activities DMO Primary Activities

• Destination planning and • Product development.


infrastructure. • Destination and product packaging.
• Training and skills development. • Promotion.
• Technology and systems • Distribution and sales. In and
development. outbound logistics.
• Related industries and buying local • Destination operations and
produce. services.
• Aftercare.
I. Destination Marketing
1. Positioning and Branding the Destination

To attract their potential market rightful


DMO should have valued tourism position
and brand image in the market to establish
an advantage over competitors.
Branding Challenges for Tourism Destinations

Positioning Implications for Destination Management


The positioning strategy to differentiate the destination from its
competitors could be regarded as the cornerstone of the destination’s
competitive strategy.
This selected positioning will have an profound effect on aspects
of destination strategy design and execution.
Budget limitations. managing the financial resources must be “outsmarting”
rather than “outspending” in management.
Political interference. context, external events (social/ politique conflicts,
disasters, etc.)can impacted on the credibility and progress destination
brands
Delivery challenges. Destination brand can be hampered by a lack of
human capacity, infrastructure and others.
Corruption. tourists' negavitve practices such as bribery at immigration
points, security check points, etc.
Differentiation challenges. the image created, making the brand believable
and relevant.
Competitive Positioning of Destinations

To establish an advantage Cost leadership


over competitors:
Controlling and
reducing costs and
improving efficiency
of operations, out-
pricing competitors
Differentiation
Focus
a unique value and
Becoming
is different to those
specialists in a
alternatives offered
same focused area
by competitors.
Key Factors for Success of a Destination Brand
(page 46-47)

Differentia
Deliverable
-ting

Brand
credibility

Conveying Enthusing
powerful for trade
ideas. partners.
Resonating
with the
consumer
Brand Building Process (page 47-49)

Designing the Brand Architecture (page


50)
2. Marketing the Destination
(page 54-56)

Tourism is being influenced by a number


of trends and work in different ways on
different groups:
The following are some important
emerging trends that could affect market
performance.

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