1. Mar analysis
1.1. Process: Analysis of tourism trend; Survey, competitor analysis
1.2. Potential product
1.2.1. Characteristics: Form &means of transportation
1.2.2. Motivation: The causes of tourism option
1.2.3. Expectation: about facilities, services and amenities...
2. Market strategies
2.1. Undefined: Tourism des management org does not do mar seg. Use 1 Mn for whole market-> never happen
2.2. Extended mar: use many Mn but focus on 1 market--> not suitable --> because of waste resources
2.3. Selective mar: Each target mar has own Mn--> meet the unique needs of each market--> customer be more satisfied
2.4. Single mar: TDMO dothe market seg to divide market. Use 1 Mn for 1 market --> never happen. Becuse we can risk if the market segment has problems
3. Mn: Product
3.1. Core product: the essential motivational benefits the customer is purchasing. They want to get most
3.2. Actual product: physical&tangible: materials, styling, branding...-> customer get to satisfy the desire
3.3. Augmented: extra attributes& features--> make offering more attractive, to speed purchase decisions, create diffences with competition
4. Definition & Process
4.1. A management process that aims to build a positive relationship between tourist des & tourist market through forecasting &meeting tourist need.
4.2. Marketing= R+ STP+ Mn+I+E+C
4.3. Research: tool: SWOT macro µ environment
4.3.1. Macro: Social, Technology, economic, ecological, political (STEEP) -> Opportunities, Threats
4.3.2. Micro: competitor analysis (Difining competitors; Competitor analysis; Competitive environment tracking) -> Strengths & weaknesses
5. Segmentation & targeting
5.1. SEG: the process of dividing the entire tourist market into small groups on the basis of certain distinctive features.
5.1.1. Criteria: 1. Geography: location, climate 2. Demographic: age, income, gender, education, occupation... 3. Psychology: class, lifesttyle, personality 4. Behavior 5. Purpose of travel 6. Distribution channel 7. Product -> choose at least 3 market seg
5.2. TAR: Answer 4Q to find target market :
5.2.1. Selling potential: what is the current and potential revenue from this segment?
5.2.2. Cost: investment costs in the destination
5.2.3. Availability: Does the destination have the managerial and financial capacity to design, advertise and distribute appropriate tourism products and serve that segment well?
5.2.4. Competition: what is the level of competition in the market segment, how is the advantage of the destination compared to competitors?
6. Product strategies
6.1. Penetration: Current market & Product
6.1.1. Mar: Increase promotion of existing products to existing market to increase market share
6.2. Mar development: New mar& Current product
6.2.1. Conduct market analysis to identify new markets and development potential for existing products
6.3. Product development: Current mar & New Product
6.3.1. Expand the destination's products and promote existing market segments
6.4. Product deversification: New mar & product
6.4.1. Attracting new markets with high growth potential