MARKETING THE DESTINATION
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MARKETING THE DESTINATION
by Dzung Trần
1. Planning Promotion Strategy
1.1. Designing
1.2. Promotional Mix
2. The Marketing Mix
2.1. 4 Ps
2.1.1. Product
2.1.2. Place
2.1.3. Pricing
2.1.4. Promotion
3. Leisure Tourism
3.1. Destination Promotion
3.1.1. Above and below-the-line consumer ads prgrammes and campaigns
3.1.2. Trade fairs, trade sales visits and workshops
3.1.3. Media familiarisation programmes
3.1.4. Public and press relations
3.1.5. E-marketing ans promotions
3.1.6. Special promotions linked to events, periods, seasons,...
3.1.7. Visitor information services and facilities
3.2. Distribution System
3.2.1. The Traditional Travel
3.2.2. The Emerging
3.2.3. The Travel Trade Channel
4. Bussiness Tourism
4.1. Segment
4.1.1. Association
4.1.2. Corporates
4.1.3. Government departments
4.2. Destination Ambassadors
4.3. Bidding
4.4. Convention Centres
5. Current Trends
5.1. Demographic
5.2. Environmental issues
5.3. Macro- economic factors
5.4. Safety and sercurity
5.5. Consumer and lifestyle trends
5.6. Trends in marketing
5.7. Transport
6. Market segment
6.1. Segmentation Tools
6.2. Targeting
7. Promotional Synergies
7.1. Benefits of Synergistic Relationship
7.1.1. Coordinated strengthening and re-enforcement of the destination brand
7.1.2. Positive spin-offs for tourism and other sectors