Tourism Marketing for cities and towns : using branding and events to attract tourism

Title:

Personal Author:

Kolb, Bonita M.

Publication Information:

Burlington, MA : Butterworth-Heinemann, 2006

ISBN:

9780750679459

Subject Term:

City promotion

Tourism -- Marketing

Available:*

Library	Item Barcode	Call Number	Material Type	Item Category 1	Status
Searching... PSZ JB	30000010146022	HT325 K64 2006	Open Access Book	Book	Searching... Unknown

Tourism Marketing for Cities and Towns provides thorough and succinct coverage of marketing theory specific to the tourism industry. It focuses on developing the branded destination with special emphasis on promotional planning. In addition, it contains numerous international examples, discussion questions, and strategic planning worksheets.

Author Notes

Bonita M. Kolb is Assistant Professor of Marketing at Lycoming College, Williamsport, Pennsylvania

Preface	p. xv
1 Tourism to Cities and Towns
Tourism Marketing Defined	p. 1
History of Urban Tourism	p. 3
Growth in Urban Tourism	p. 4
Tourism and Economic Development	p. 5
Economic Health of Cities and Tourism Development	p. 6
Marketing Concepts Applied to Tourism	p. 8
The City as a Product	p. 10
The Urban Marketing Process	p. 10
Analyzing the City's Tourism Potential	p. 12
Consumer Behavior and the Purchase Process	p. 14
Travel Intermediaries and the Purchase Process	p. 15
Targeting Visitor Segments	p. 16
Targeting Travel Intermediaries	p. 17
Branding the City's Image	p. 18
Using the Brand	p. 20
Promoting the Brand	p. 21
Summary	p. 22
Strategic Tourism Marketing Plan Worksheet	p. 24
References	p. 25
2 Marketing Theory and the External Environment
The Evolution of Marketing Theory	p. 27
The Production Approach	p. 28
The Sales Approach	p. 30
The Consumer Approach	p. 31
Tourism Marketing and the Consumer Approach	p. 32
Marketing's Relationship to the External Environment	p. 33
Components of the Macro Environment	p. 33
Components of the Micro Environment	p. 34
Environmental Scanning Methods	p. 34
Direct Contact Method	p. 35
Research Method	p. 36
Scanning the Macro Environment	p. 37
Economic Environment	p. 37
Social Environment	p. 39
Demographic Environment	p. 42
Scanning the Micro Environment	p. 43
Business Community	p. 44
Civic Community	p. 45
Government Officials	p. 46
Summary	p. 48
External Environmental Analysis Worksheet	p. 49
References	p. 50
3 Tourism Product Analysis
Importance of Product Analysis	p. 51
Adapting the Product	p. 52
Core, Supporting, and Augmented Products	p. 54
Involving the Community	p. 55
Stakeholder Analysis	p. 56
Forming the Tourism Committee	p. 57
Conducting a Product Analysis	p. 59
The City as a Tourist Product	p. 60
First Impression Analysis	p. 61
Core Product Analysis	p. 62
Supporting Product Analysis	p. 64
Augmented Product Analysis	p. 67
Analyzing Competing Cities	p. 67
Competitor Analysis	p. 70
Summary	p. 71
Product Worksheet	p. 73
References	p. 74
4 Strategic Analysis
Information Available from Environmental Scanning	p. 75
Information Available from Product Analysis	p. 76
The SWOT Analysis Tool	p. 78
Determining Strengths	p. 78
Determining Weaknesses	p. 79
Analyzing Opportunities	p. 80
Analyzing Threats	p. 81
Conducting a SWOT Analysis	p. 83
The SWOT Process	p. 84
Goals, Strategy, and Plans for Developing a Tourist Sector	p. 86
Consumer Strategic Focus	p. 88
Product Strategic Focus	p. 88
Price Strategic Focus	p. 90
Place Strategic Focus	p. 91
Promotion Strategic Focus	p. 92
Combining Strategies	p. 93
Mission Statement	p. 94
Summary	p. 96
SWOT Planning Worksheet	p. 98
SWOT Agenda Worksheet	p. 98
Strategic Focus Worksheet	p. 99
Mission Statement Worksheet	p. 99
References	p. 100
5 Segmenting and Targeting Potential Tourists
The Marketing Process	p. 101
Segmentation and Targeting	p. 102
Defining Terms	p. 103
The Process	p. 104
Undifferentiated, Concentrated, and Differentiated Targeting Strategies	p. 106
Undifferentiated Strategy	p. 106
Concentrated Strategy	p. 107
Differentiated Strategy	p. 107
Segmentation Methods	p. 108
Choosing a Segmentation Method	p. 109
Usage Segmentation	p. 111
Business Travelers	p. 111
Friends and Family	p. 111
Day/Weekend Tourists and Traditional Vacationers	p. 111
Demographic Segmentation	p. 113
Age and Gender	p. 114
Ethnicity	p. 114
Income	p. 115
Family Stage	p. 115
Religion	p. 116
Psychographic Segmentation	p. 116
VALS Model	p. 117
Gallup Tourism Model	p. 118
Social Class	p. 119
Geographic Segmentation	p. 120
Targeting Cultural Tourists	p. 121
Benefits Desired by Cultural Tourists	p. 122
Cultural Tourists and Services	p. 123
Summary	p. 124
Segmentation Worksheet	p. 126
References	p. 127
6 Tourist Purchase Behavior
Buyer Decision Process	p. 129
Need Recognition	p. 130
Information Search	p. 130
Evaluation of Alternatives	p. 131
Purchase Process	p. 131
Postpurchase Evaluation	p. 133
High-Involvement and Low-Involvement Purchase Decisions	p. 133
High-Involvement Purchase Decisions	p. 133
Low-Involvement Purchase Decisions	p. 134
Level of Involvement and Promotion	p. 135
Consumer Motivation	p. 136
Maslow's Hierarchy of Needs	p. 137
Maslow and Consumer Purchasing	p. 137
Maslow and Tourism Marketing	p. 138
Meeting Physiological and Safety Needs	p. 139
Meeting Belonging Needs	p. 140
Meeting Self-Esteem Needs	p. 141
Meeting Self-Actualization Needs	p. 142
The Product Life Cycle	p. 143
The Introduction of Cities	p. 145
The Growth of Cities	p. 145
The Maturity of Cities	p. 147
The Decline of Cities	p. 147
Diffusion of Innovation	p. 148
Summary	p. 150
Maslow Worksheet	p. 152
Purchase Process Worksheet	p. 152
References	p. 153
7 Tourism Research
The Importance of Conducting Marketing Research	p. 155
Marketing Research Issues	p. 156
The Research Process	p. 158
The Research Question	p. 158
Deciding on Sources of Information	p. 159
Quantitative and Qualitative Data	p. 160
Choosing the Research Approach	p. 161
Descriptive Research Approach	p. 162
Exploratory Research Approach	p. 163
Causal Research Approach	p. 164
Research Methods	p. 164
Traditional Survey	p. 164
Survey Distribution	p. 167
Interviews	p. 167
Focus Groups	p. 168
Projective Techniques	p. 170
Observation	p. 171
Experimentation	p. 172
Research Design	p. 174
Designing the Research Sample	p. 174
Sampling Methods	p. 175
Conducting the Research	p. 176
Reporting the Findings	p. 176
The Research Report	p. 177
Summary	p. 177
Research Proposal Worksheet	p. 179
References	p. 179
8 Packaging the Tourism Product
The Role of Packaging in Tourism Marketing	p. 181
Advantages Packages Offer to Visitors	p. 182
Advantages Packages Offer to Cities	p. 183
Developers of Tourist Packages	p. 184
Classification of Packages	p. 186
Components of a Successful Package	p. 188
Pricing the Package	p. 191
Breakeven Analysis	p. 193
Distributing the Package	p. 194
Travel Intermediaries and Purchasing	p. 196
Travel Intermediaries Purchase Process	p. 197
Travel Intermediaries and Distribution	p. 198
Tour Operators	p. 199
Conference Planners and Trade Associations	p. 201
Corporate Travel Departments	p. 202
Trade Intermediaries and Information Needs	p. 203
Summary	p. 204
Worksheet on Development of Packages	p. 205
References	p. 205
9 Branding Tourism Destinations
The Challenges of Promoting Services to Tourists	p. 207
Service Characteristics	p. 208
Intangibility of Services	p. 209
Perishability of Services	p. 210
Heterogeneity of Services	p. 211
Inseparability of Services	p. 213
Communicating the Marketing Message	p. 213
Communication Strategies	p. 214
Communication Process	p. 215
Communicating Product Features, Benefits, and Values	p. 216
Branding	p. 219
Successful Brands	p. 221
Brand Creation	p. 223
Specialized Branding Models	p. 225
Changing a Negative Image	p. 227
Positioning the Product	p. 228
Summary	p. 229
Worksheet on Branding	p. 231
References	p. 231
10 Advertising and Public Relations
Integrated Marketing Communication	p. 233
The Promotion Tasks	p. 235
Informative Promotion Message	p. 236
Persuasive Promotion Message	p. 236
Reminder Promotion Message	p. 236
Advertising	p. 237
Advantages and Disadvantages of Advertising	p. 238
Criteria for Successful Advertising	p. 239
Creating the Advertisement	p. 239
Ad Techniques	p. 240
Media Planning	p. 242
Advantages and Disadvantages of Media Choices	p. 243
Cost of Media	p. 243
Promotional Brochures	p. 244
Criteria for Successful Brochures	p. 245
Cost of Brochures	p. 247
Checking the Printed Material	p. 247
Distributing the Brochure	p. 248
Public Relations	p. 249
Functions of Public Relations	p. 250
Public Relations Tools	p. 251
Media Kits	p. 252
Press Release	p. 252
Publicity Photographs	p. 254
Speeches	p. 254
Sponsorship	p. 255
Summary	p. 255
Advertising Plan Worksheet	p. 257
Public Relations Plan Worksheet	p. 258
References	p. 258
11 Sales Incentives, Direct Marketing, and Website Development
Sales Incentives	p. 259
Sales Incentive Tools	p. 261
Price Deals	p. 262
Contests and Sweepstakes	p. 264
Premiums	p. 266
Frequency Programs	p. 267
Direct Marketing	p. 267
Advantages of Direct Marketing	p. 268
Obtaining Customer Information	p. 269
Direct Marketing Methods	p. 270
Direct Mail	p. 270
Opt-in Email	p. 271
Direct Marketing and Sales Incentives	p. 272
Website Development	p. 273
Tourism Office Website	p. 273
Website Advantages	p. 273
Website Design	p. 275
Addressability	p. 276
Interactivity	p. 276
Memory	p. 276
Design Process	p. 278
Website Components	p. 278
Website Testing	p. 279
Website Addresses	p. 279
Summary	p. 280
Sales Incentive Worksheet	p. 281
Website Design Worksheet	p. 282
References	p. 282
12 Trade Promotion, Budgeting, and Collaboration
Trade Promotion Mix	p. 283
Personal Selling	p. 285
Skills Needed for Personal Selling	p. 286
Personal Selling Process	p. 286
Prospecting and Preapproach	p. 287
Presentation	p. 288
Objections, Closing, and Follow-up	p. 289
Familiarization Trips	p. 290
Steps in Developing a Fam Tour	p. 290
Trade Shows	p. 292
Personal Selling at Trade Shows	p. 292
Trade Show Success	p. 293
The Marketing Budget	p. 295
Budgeting Methods	p. 295
Percentage of Sales	p. 296
Competitive Parity	p. 297
Objective and Task	p. 297
Difficulties in Establishing Tourism Budgets	p. 298
Working Collaboratively	p. 300
Advertising Agencies	p. 300
Working with Consultants	p. 300
Marketing Partnerships	p. 302
Collaborating with Neighboring Cities	p. 302
Collaborating with the State Tourism Office	p. 303
Summary	p. 304
Trade Promotion Worksheet	p. 306
References	p. 306
Index	p. 307

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Table of Contents