MARKETING STRATEGY (MIX)
The marketing strategy, or mix, should be viewed as a package of offerings designed to attract and serve the customer or visitor. Recreation and tourism businesses and communities should develop both external and internal marketing mixes for different target markets.
External Mix
The external marketing mix includes product/service, price, place/location, and promotion.
Product
Earlier we said the principal products that recreation and tourism businesses provide are recreational experiences and hospitality. The factors that create a quality recreational experience often differ among people. A quality experience for one skier might include an uncrowned, steep slope. To another it might be a good restaurant and a chance to socialize. Decisions on what facilities, programs and services to provide should be based on the needs and desires of the target
market(s). They should not be based on the preferences of the owner/manager or necessarily on what the competition is providing.
Recognize that a recreational/tourism experience includes five elements: trip planning and anticipation; travel to the site/area; the experience at the site; travel back home; and recollection. Businesses should look for ways to enhance the quality of the overall experience during all phases of the trip. This could be accomplished by providing trip planning packages which include maps, attractions en route and on site, and information regarding lodging, food and quality souvenirs and mementos.
Location and Accessibility---Place
Too many tourism businesses and communities fail to recognize their role in improving travel to and from their areas. They focus instead on servicing the customer once they arrive at the site/community. A bad experience getting to or leaving an R/T site can adversely affect a
person's travel experience. Ways to help prevent this include:
(1) providing directions and maps;
(2) providing estimates of travel time and distances from different market areas;
(3) recommending direct and scenic travel routes;
(4) identifying attractions and support facilities along different travel routes; and
(5) informing potential customers of alternative travel methods to the area such as airlines and railroads.
Potential businesses should also carefully assess alternative locations for:
(1) distance and accessibility to target markets;
(2) location of competitors with respect to target markets;
(3) modes of travel serving the area; and
(4) other attractions and activities that might induce travel to the area.
Pricing
Price is one of the most important and visible elements of the marketing mix. When setting prices it is important to take into consideration all of the following:
(1) business and target market objectives;
(2) the full cost of producing, delivering and promoting the product;
(3) the willingness of the target market to pay for the product or service you provide;
(4) prices charged by competitors offering a similar product/service to the same target market(s);
(5) the availability and prices of substitute products/services (for example, campgrounds, motels, and bed and breakfast are all substitutes for lodging);
(6) the economic climate (local and national); and
(7) the possibility of stimulating high profit products/services (such as boats) by offering related
services (such as maintenance) at or below cost.
When establishing prices, R/T businesses should give attention to pricing strategies which may encourage off season and non-peak period sales, longer stays, group business, and the sale of package plans (combination of room, meals, and recreational facilities).
Promotion
Promotion provides target audiences with accurate and timely information to help them decide whether to visit your community or business. The information should be of importance and practical use to the potential or existing visitor and also accurate. Misrepresentation often leads
to dissatisfied customers and poor recommendations. Don't make claims you cannot live up to.
Developing a promotional campaign is not a science with hard and fast rules. Making decisions regarding which type or combination of promotion types to use (personal selling, advertising, sales promotions, or publicity) is not always easy. If, however, you follow a logical process and do the necessary research, chances for success will be improved. It will be necessary to make
decisions regarding:
(1) Target audience---the group you are aiming at;
(2) Image---that which your community or business wants to create or reinforce;
(3) Objectives---those of the promotional campaign;
(4) Budget---the amount of money available for your promotion;
(5) Timing---when and how often should your promotions appear;
(6) Media---which methods (television, radio, newspaper, magazine) will most effectively and efficiently communicate your message to the target audience; and
(7) Evaluation---how can the effectiveness of the promotional campaign be determined.
The marketing strategy, or mix, should be viewed as a package of offerings designed to attract and serve the customer or visitor. Recreation and tourism businesses and communities should develop both external and internal marketing mixes for different target markets.
External Mix
The external marketing mix includes product/service, price, place/location, and promotion.
Product
Earlier we said the principal products that recreation and tourism businesses provide are recreational experiences and hospitality. The factors that create a quality recreational experience often differ among people. A quality experience for one skier might include an uncrowned, steep slope. To another it might be a good restaurant and a chance to socialize. Decisions on what facilities, programs and services to provide should be based on the needs and desires of the target
market(s). They should not be based on the preferences of the owner/manager or necessarily on what the competition is providing.
Recognize that a recreational/tourism experience includes five elements: trip planning and anticipation; travel to the site/area; the experience at the site; travel back home; and recollection. Businesses should look for ways to enhance the quality of the overall experience during all phases of the trip. This could be accomplished by providing trip planning packages which include maps, attractions en route and on site, and information regarding lodging, food and quality souvenirs and mementos.
Location and Accessibility---Place
Too many tourism businesses and communities fail to recognize their role in improving travel to and from their areas. They focus instead on servicing the customer once they arrive at the site/community. A bad experience getting to or leaving an R/T site can adversely affect a
person's travel experience. Ways to help prevent this include:
(1) providing directions and maps;
(2) providing estimates of travel time and distances from different market areas;
(3) recommending direct and scenic travel routes;
(4) identifying attractions and support facilities along different travel routes; and
(5) informing potential customers of alternative travel methods to the area such as airlines and railroads.
Potential businesses should also carefully assess alternative locations for:
(1) distance and accessibility to target markets;
(2) location of competitors with respect to target markets;
(3) modes of travel serving the area; and
(4) other attractions and activities that might induce travel to the area.
Pricing
Price is one of the most important and visible elements of the marketing mix. When setting prices it is important to take into consideration all of the following:
(1) business and target market objectives;
(2) the full cost of producing, delivering and promoting the product;
(3) the willingness of the target market to pay for the product or service you provide;
(4) prices charged by competitors offering a similar product/service to the same target market(s);
(5) the availability and prices of substitute products/services (for example, campgrounds, motels, and bed and breakfast are all substitutes for lodging);
(6) the economic climate (local and national); and
(7) the possibility of stimulating high profit products/services (such as boats) by offering related
services (such as maintenance) at or below cost.
When establishing prices, R/T businesses should give attention to pricing strategies which may encourage off season and non-peak period sales, longer stays, group business, and the sale of package plans (combination of room, meals, and recreational facilities).
Promotion
Promotion provides target audiences with accurate and timely information to help them decide whether to visit your community or business. The information should be of importance and practical use to the potential or existing visitor and also accurate. Misrepresentation often leads
to dissatisfied customers and poor recommendations. Don't make claims you cannot live up to.
Developing a promotional campaign is not a science with hard and fast rules. Making decisions regarding which type or combination of promotion types to use (personal selling, advertising, sales promotions, or publicity) is not always easy. If, however, you follow a logical process and do the necessary research, chances for success will be improved. It will be necessary to make
decisions regarding:
(1) Target audience---the group you are aiming at;
(2) Image---that which your community or business wants to create or reinforce;
(3) Objectives---those of the promotional campaign;
(4) Budget---the amount of money available for your promotion;
(5) Timing---when and how often should your promotions appear;
(6) Media---which methods (television, radio, newspaper, magazine) will most effectively and efficiently communicate your message to the target audience; and
(7) Evaluation---how can the effectiveness of the promotional campaign be determined.
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